How much of Amazon's new-product demand goes to sellers based in China? Opinions are easy to find. This post answers with one month of data: the 100 US listings launched in the last six months that sold the most in the 30 days before our October 2026 rising new products ranking.
All figures below come from that issue. Sales are third-party estimates, not numbers Amazon publishes, and "based in China" means the seller's registered location is mainland China or Hong Kong.
How the 100 were picked
The ranking takes US listings that went on sale within six months, sorts them by estimated units over the last 30 days and counts each parent product once, however many variations it has. Products with more than 3,000 ratings are left out: launch dates are per variation, so an old product with a new colour would otherwise pass as new. No brand takes more than three places.
28 of 100 places and about 30% of the units
Sellers in the US hold 69 of the 100 places. Sellers based in mainland China hold 17 and Hong Kong 11 — 28 together. Korea has two and Bulgaria one.
By units the share is slightly larger: the 28 China-based listings sold an estimated 1,072,398 units, 29.8% of the 3,599,089 sold by all 100.
The 28 are not spread evenly. Three of the top four are phone cases for newly launched phones, all from one China-based brand; the next China-based listing appears at 11th. Twenty-two of the 28 sit between 56th and 100th. The usual pattern is many products selling steadily rather than a few dominating.
They win cheaper and with fewer reviews
| Top 100 new products | Based in China (28) | Based in the US (69) |
|---|---|---|
| Median price | $14.99 | $27.49 |
| Priced under $20 | 21 of 28 | 27 of 69 |
| Median ratings | 138 | 370 |
| Fewer than 100 ratings | 13 of 28 | 20 of 69 |
| Median units in 30 days | 23,744 | 29,033 |
China-based listings reach the top 100 at roughly half the price and with well under half the reviews. That says something about the buyer: under $20, shoppers decide on price and photos more than on a long review history, so a new listing can sell before it has social proof.
Clothing yes; beauty, health and grocery barely
The category mix is where the two groups differ most.
- Clothing, Shoes & Jewelry: 13 of the 28 China-based listings. They also hold 13 of the 18 clothing places in the whole top 100.
- Home & Kitchen 4, Cell Phones & Accessories 3, Pet Supplies 2, and one each in Arts & Crafts, Tools, Electronics and Patio & Garden.
- Beauty & Personal Care: 1, against 17 from US sellers.
- Health & Household: 1, against 14.
- Grocery & Gourmet Food: none, against 10.
The US-led categories are the ones where new launches come from established brands — new flavours, new pack sizes — and where buyers rely on brand trust and ingredient labels. Those are harder for an unknown seller to break into, whatever their location.
The China-based segment on its own
The ranking also lists the top new products from China-based sellers as their own segment, 65 listings this issue. It confirms the pattern: a median price of $12.99, 48 of the 65 under $20, and clothing (23) and phone accessories (11) leading.
| # | Product | Units (30d) | Price | Ratings | Growth |
|---|---|---|---|---|---|
| 1 | FNTCASE for Google Pixel 11-Pro Case: Pixel 11 Case Compatible with Magsafe FNTCASE · Cell Phones & Accessories | 170,340 | $14.99 | 27 | +7% |
| 2 | FNTCASE for iPhone 17e/ iPhone 16e Case, Fit for Magsafe, Screen Protector FNTCASE · Cell Phones & Accessories | 152,517 | $11.99 | 5 | +3% |
| 3 | FNTCASE Magnetic for Motorola Razr Ultra 2026/2025 Case, Clear FNTCASE · Cell Phones & Accessories | 120,694 | $15.99 | 32 | +11% |
| 4 | Lash Adhesive Glue for Eyelash Clusters, Bond and Seal 2 in 1 Lash Glue, Black GAQQI · Beauty & Personal Care | 53,899 | $14.99 | 18 | 0% |
| 5 | Meat Thermometer Digital, 1-2 Sec Instant Read, Stocking Stuffers for Men ONFIKY · Home & Kitchen | 50,275 | $9.97 | 1,974 | +3% |
| 6 | Bedazzling Kit 48000Pcs 60 Colors 3mm Resin Jelly Rhinestones - Diamond Art YKHSIY · Arts, Crafts & Sewing | 32,966 | $23.39 | 274 | -41% |
| 7 | YADIFEN Womens Shapewear Tummy Control Shorts, High Waisted Body Shaper YADIFEN · Clothing, Shoes & Jewelry | 25,159 | $11.99 | 50 | +411% |
| 8 | DenicMic Outdoor Solar Lights Waterproof 10 Pack Color LED Christmas Decor DenicMic · Tools & Home Improvement | 25,075 | $19.99 | 37 | +109% |
| 9 | YADIFEN Womens Shapewear Tummy Control Shorts, High Waisted Body Shaper YADIFEN · Clothing, Shoes & Jewelry | 25,048 | $11.99 | 1 | +376% |
| 10 | CIRCLE JOY Rechargeable Milk Frother Handheld with Stand, Dual Spring Whisk Head Electric Coffee Frother Foam Maker, Portable Drink Mixer for Cappuccino, Latte, Matcha, Black CIRCLE JOY · Home & Kitchen | 24,753 | $8.99 | 502 | -73% |
Sales, revenue and search volumes are third-party estimates, not figures published by Amazon.
View rankingWhat this means if you sell on Amazon
- Under $20 with few reviews is a crowded lane. It is where China-based sellers are strongest. Competing there means competing on cost and speed.
- Categories led by US brands are less contested by China-based sellers but harder for everyone: buyers expect a brand. A new entrant needs a reason to be trusted, not only a lower price.
- New-device accessories are a timing game. The phone cases at the top sold before they had reviews because they were available the week the phones shipped.
To check whether new listings are breaking through in a specific category, see Amazon category analysis; to screen niches by brand concentration and new-product share, see the Amazon niche finder.
Limits
- One month and one marketplace. The mix changes with the season; October already carries holiday clothing.
- The seller location is the registered one. It does not say where the goods are made or who owns the brand.
- The top 100 by units is the head of the market. Most China-based sellers sell far less than these.
FAQ
What share of Amazon sellers are from China? This post does not count sellers; it counts the best-selling new products. Among the top 100 new US listings in this issue, 28 come from sellers based in mainland China or Hong Kong.
How do I see the full list? The October 2026 issue has the ranking split by top-level category. Its first 20 rows are public now; the full list and CSV open to everyone once a newer issue replaces it, and to signed-in users before that.
Can I run the same query for my category? Yes. The ranking page shows the exact product research request; change the category, price or launch window and call it with your API key.