Amazon Around the World: 'Primed' for International Expansion, but Faces Challenges from Alibaba, MercadoLibre, Flipkart and Others

Amazon Around the World: 'Primed' for International Expansion, but Faces Challenges from Alibaba, MercadoLibre, Flipkart and Others

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WHAT’S IN THIS REPORT? This report provides an overview of Amazon’s business-to-consumer (B2C) ecommerce business outside of the US, with a focus on Prime membership. It also includes country-by-country breakouts for eight of Amazon’s core markets.

Executive Summary

Amazon dominates the US ecommerce landscape, but it’s a very different story overseas. In an effort to duplicate its domestic success, Amazon has doubled down on its international efforts, with Prime membership at the core of its expansion strategy.

  • What percent of worldwide retail ecommerce sales are attributed to Amazon? We forecast that Amazon will account for 48.0% of US retail ecommerce sales in 2018, making it the largest ecommerce platform in the country. It will make up 13.3% of worldwide retail ecommerce sales this year and just 5.6% when the US is excluded.

  • How many Amazon Prime members are outside the US? The number of international Amazon Prime subscribers (59.5 million) will surpass that of US subscribers (58.5 million) for the first time in 2018, according to J.P Morgan. Prime memberships are currently available in 17 countries: Austria, Australia, Belgium, Canada, China, France, Germany, India, Italy, Japan, Luxembourg, Mexico, the Netherlands, Singapore, Spain, the UK and the US.

  • What is Amazon’s largest market outside the US? Germany is Amazon’s largest foreign market, accounting for nearly one-third of its international net sales in 2017, according to the firm. Much of its success has to do with its wide-ranging product offering, low prices and a high degree of cross-border shopping from neighboring countries.

  • Which markets outside the US are being targeted by Amazon? Amazon continues to place its bets on India, a fast-growing ecommerce market where the firm has already had considerable success. It’s also one of the few countries where Prime Video is more popular than Netflix. Amazon also has a big opportunity with logistics in Latin America and recently established a local platform in Turkey.

  • What percent of China’s retail ecommerce market is attributable to Amazon? Amazon will account for less than 1% of China’s retail ecommerce market in 2018. That’s largely because of Alibaba, which will make up 58.2% of retail ecommerce sales in China this year.

KEY STAT: Amazon will account for 13.3% of worldwide retail ecommerce sales in 2018 and 13.7% in 2019.


  1. Global Overview and eMarketer’s Forecast for 2018
  2. The ‘Amazon Effect’ Outside the US
  3. Amazon Prime Abroad
  4. Country-by-Country Snapshots
  5. Canada
  6. China
  7. France
  8. Germany
  9. India
  10. Mexico
  11. UK
  12. US
  13. Key Takeaways

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