[{"data":1,"prerenderedAt":87},["ShallowReactive",2],{"$ffLmec8n5URq3iLlx6JBBZBs6uEp1yq-yJQkHoOaKd_U":3},{"title":4,"date":5,"dateModified":5,"datePublished":6,"dateModifiedISO":6,"image":7,"content":8,"faq":9,"metaTitle":26,"metaDescription":27,"author":28,"authorBio":29,"authorLinkedin":30,"authorTitle":31,"authorPhoto":29,"lastReviewed":5,"researchBasis":32,"category":33,"readingTime":34,"related":35,"prev":51,"next":54,"toc":57,"takeaways":83},"Does Amazon Compete With Its Own Sellers? It Sells on 44.0% of UK Products Labelled 1K+ Bought","25 Sep 2026","2026-09-25","/img/news/does-amazon-compete-with-its-sellers-uk-2026.png","\u003Cp>Yes, and most often where sales are highest: Amazon is among the sellers on 17.2% of the 197,022 products in our Amazon UK sample, and on 44.0% of products labelled 1K+ bought in past month. The seller lists come from the offer page of each product, read on amazon.co.uk on 23 to 24 September 2026.\u003C/p>\n\u003Caside class=\"callout callout--note\">\u003Cspan class=\"callout__label\">Note\u003C/span>\u003Cp class=\"callout__body\">How we measured: a keyword-driven sample of 868 keywords, pages 1 to 7, taken at one point in time. For each product we read the offer listing, which names every seller we could capture, up to about 11 sellers per product. "Amazon among the sellers" means Amazon's own retail offer appears on that list. Amazon's "bought in past month" labels are rounded minimums. The full method is in our \u003Ca href=\"/blogs/amazon-uk-marketplace-report-2026\">Amazon UK marketplace statistics 2026\u003C/a> report; for the legal side, see \u003Ca href=\"/blogs/is-price-scraping-legal-eu-2026\">is price scraping legal in the EU\u003C/a>.\u003C/p>\u003C/aside>\n\u003Ch2 id=\"how-often-amazon-sells-next-to-its-sellers\">How Often Amazon Sells Next to Its Sellers\u003C/h2>\n\u003Cp>Amazon runs the marketplace and also sells on it. On most products it stays out, but its presence rises sharply where sales are high.\u003C/p>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>Group\u003C/th>\n\u003Cth>Share where Amazon sells\u003C/th>\n\u003C/tr>\n\u003C/thead>\n\u003Ctbody>\u003Ctr>\n\u003Ctd>All products\u003C/td>\n\u003Ctd>17.2%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Amazon is the sole seller\u003C/td>\n\u003Ctd>5.4%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Labelled 1K+ bought\u003C/td>\n\u003Ctd>44.0%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Beauty and personal care\u003C/td>\n\u003Ctd>25.8%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Camping and fishing\u003C/td>\n\u003Ctd>7.7%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Search page 1\u003C/td>\n\u003Ctd>23.8%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Search page 7\u003C/td>\n\u003Ctd>12.8%\u003C/td>\n\u003C/tr>\n\u003C/tbody>\u003C/table>\n\u003Cp>Across the whole sample, Amazon sells on 33,966 products, about one in six. On 10,689 of them, 5.4% of all products, Amazon was the only seller, so there was no marketplace seller to compete with.\u003C/p>\n\u003Cfigure class=\"article-figure\">\u003Cimg src=\"/img/news/does-amazon-compete-with-its-sellers-uk-2026-chart-1.png\" alt=\"Bar chart: Amazon is among the sellers on 17.2% of 197,022 Amazon UK products, from 25.8% in Beauty & Personal Care to 7.7% in Camping & Fishing.\">\u003Cfigcaption>Scrapewise analysis of amazon.co.uk, 23-24 Sep 2026\u003C/figcaption>\u003C/figure>\n\u003Caside class=\"callout callout--tip\">\u003Cspan class=\"callout__label\">Tip\u003C/span>\u003Cp class=\"callout__body\">The seller lists behind this chart came from the \u003Ca href=\"/scrapers/amazon-offers\">Amazon Offers API\u003C/a>, which returns every offer on a product page, including the seller, price, condition and whether the offer is Amazon's own.\u003C/p>\u003C/aside>\n\u003Cp>Category matters. Beauty and personal care has the highest Amazon presence in our data at 25.8%, and camping and fishing the lowest at 7.7%. A seller in camping gear meets Amazon's own offer far less often than a seller of shampoo or skincare, so the answer to our title depends a lot on what you sell.\u003C/p>\n\u003Caside class=\"article__usecase-card\">\u003Cdiv class=\"article__usecase-label\">Related use case\u003C/div>\u003Ch3 class=\"article__usecase-title\">E-commerce market research\u003C/h3>\u003Cp class=\"article__usecase-blurb\">Size categories, track assortments, and monitor trends with structured data.\u003C/p>\u003Ca class=\"article__usecase-link\" href=\"/use-cases/ecommerce-market-research\">See how it works →\u003C/a>\u003C/aside>\u003Ch2 id=\"where-amazon-concentrates-high-volume-products\">Where Amazon Concentrates: High-Volume Products\u003C/h2>\n\u003Cp>The clearest pattern is volume. Of the 7,181 products labelled 1K+ bought in past month, Amazon is among the sellers on 44.0%. That is well above its 17.2% share across all products.\u003C/p>\n\u003Cp>Search position tells a similar story. Amazon sells on 23.8% of page-1 products and on 12.8% of products on page 7. The products that rank best and sell most are where Amazon most often lists its own offer.\u003C/p>\n\u003Cp>The same shows up in the badge data. Of the 625 products with an Amazon's Choice badge, Amazon is among the sellers on 44.5%.\u003C/p>\n\u003Cp>One exception: sponsored results. Amazon is among the sellers on 17.5% of organic results but on 8.6% of sponsored ones. So most of the ads we saw were for products that Amazon does not sell itself.\u003C/p>\n\u003Ch2 id=\"competition-on-crowded-listings\">Competition on Crowded Listings\u003C/h2>\n\u003Cp>When Amazon shares a listing, it shares it with a crowd. On products where Amazon and other sellers both appear, there is a mean of 3.76 other sellers.\u003C/p>\n\u003Cp>Amazon's products are also more crowded overall. 10.1% of products that Amazon sells on have 10 or more sellers, against 2.3% of products without Amazon. Our capture stops at about 11 sellers per product, so the most crowded listings are undercounted. We look at the most contested products in \u003Ca href=\"/blogs/most-competitive-amazon-uk-products-2026\">the most competitive Amazon products\u003C/a>, and at how many sellers a typical listing has in \u003Ca href=\"/blogs/amazon-buy-box-competition-uk-2026\">Amazon buy box competition\u003C/a>.\u003C/p>\n\u003Caside class=\"article__inline-cta\">\u003Cp class=\"article__inline-cta-text\">Try ScrapeWise on your own URL. \u003Cstrong>Your first 5 requests are free.\u003C/strong>\u003C/p>\u003Ca class=\"article__inline-cta-btn\" href=\"https://portal.scrapewise.ai/login\" target=\"_blank\" rel=\"noopener\">Start Free →\u003C/a>\u003C/aside>\u003Ch2 id=\"same-search-different-numbers\">Same Search, Different Numbers\u003C/h2>\n\u003Cp>To compare like with like, we looked inside each keyword. For every keyword with enough products on both sides, we compared Amazon's own listings with marketplace sellers' listings in the same search.\u003C/p>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>Same-search pair\u003C/th>\n\u003Cth>Reviews (median ratio)\u003C/th>\n\u003Cth>Price (median ratio)\u003C/th>\n\u003C/tr>\n\u003C/thead>\n\u003Ctbody>\u003Ctr>\n\u003Ctd>Amazon vs China and Hong Kong-based sellers\u003C/td>\n\u003Ctd>2.76x\u003C/td>\n\u003Ctd>1.06x\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Amazon vs UK-based sellers\u003C/td>\n\u003Ctd>2.35x\u003C/td>\n\u003Ctd>0.96x\u003C/td>\n\u003C/tr>\n\u003C/tbody>\u003C/table>\n\u003Cfigure class=\"article-figure\">\u003Cimg src=\"/img/news/does-amazon-compete-with-its-sellers-uk-2026-chart-2.png\" alt=\"Dot plot: within the same search, Amazon's listings have a median 2.35x the reviews of UK-based sellers' listings and 2.76x those of China and Hong Kong-based sellers, at price ratios of 0.96x and 1.06x.\">\u003Cfigcaption>Scrapewise analysis of amazon.co.uk, 23-24 Sep 2026\u003C/figcaption>\u003C/figure>\n\u003Cp>The review gap is large. Across 324 keywords, Amazon's listings have a median 2.76x the reviews of listings from China and Hong Kong-based sellers. Across 347 keywords, they have 2.35x the reviews of UK-based sellers' listings.\u003C/p>\n\u003Cp>Price is close. Amazon's listings are priced at a median 1.06x those of China and Hong Kong-based sellers in the same search, and 0.96x those of UK-based sellers. The gap between Amazon and marketplace sellers is in reviews, not in price.\u003C/p>\n\u003Cp>This fits the other numbers. On single-seller listings, Amazon holds 7.5% of listings but 18.1% of the minimum unit volume, as we show in \u003Ca href=\"/blogs/amazon-uk-sellers-by-country-2026\">Amazon UK sellers by country\u003C/a>. Price on the very same product is a separate question: where an offer sold by Amazon (any Amazon account) and a third-party offer are both new, Amazon's is cheaper on 52.1% of those products, as our look at \u003Ca href=\"/blogs/is-amazon-cheaper-than-third-party-sellers-2026\">whether Amazon is cheaper than third-party sellers\u003C/a> shows.\u003C/p>\n\u003Ch2 id=\"what-the-snapshot-leaves-out\">What the Snapshot Leaves Out\u003C/h2>\n\u003Cp>A one-day view has limits, and three of them matter here.\u003C/p>\n\u003Cp>First, an offer listing shows the offers that are live at that moment. If Amazon's own stock had run out on the day, its offer may not have appeared, so the true share of products where Amazon sells from time to time is probably higher than the snapshot shows.\u003C/p>\n\u003Cp>Second, we capture about 11 sellers per product at most. On very crowded listings, some sellers are missing from our count, which is why the 10-or-more figures above are floors.\u003C/p>\n\u003Cp>Third, "Amazon among the sellers" says nothing about who wins the sale. When several sellers offer the same product, one of them is shown as the featured offer. Whether that is Amazon depends on price, delivery and other factors we do not measure in this post.\u003C/p>\n\u003Ch2 id=\"how-to-check-your-own-products\">How to Check Your Own Products\u003C/h2>\n\u003Cp>If you want to know whether Amazon sells on the products you care about, the check is simple to repeat:\u003C/p>\n\u003Col>\n\u003Cli>List the products: your own best sellers, plus the products you are thinking of entering.\u003C/li>\n\u003Cli>Read each offer listing. Record every seller, its price and condition, and whether Amazon's own offer is there.\u003C/li>\n\u003Cli>Add search data. The search position and sales label show whether a product sits in the high-volume zone where Amazon is most active.\u003C/li>\n\u003Cli>Repeat the check. The most useful signal is the day Amazon's offer first appears on a product it did not sell before.\u003C/li>\n\u003C/ol>\n\u003Ch2 id=\"what-it-means-for-sellers-and-brands\">What It Means for Sellers and Brands\u003C/h2>\n\u003Cp>Amazon does compete with its marketplace sellers, but not everywhere. Its offers cluster on high-volume, well-reviewed products.\u003C/p>\n\u003Cul>\n\u003Cli>Check your own products for an Amazon offer. If Amazon sells on your best sellers, your rival has, in the same search, a median 2.35x to 2.76x the reviews.\u003C/li>\n\u003Cli>Expect Amazon where volume is high. Its own offer sits on 44.0% of products that show 1K+ bought in past month, so moving into a proven seller often means meeting Amazon.\u003C/li>\n\u003Cli>Do not plan to beat it on price alone. Amazon's prices sit close to marketplace prices in the same search.\u003C/li>\n\u003Cli>Watch for Amazon arriving. A snapshot shows where Amazon is today. Reading the same offer listings again later shows when it starts selling on a product you care about.\u003C/li>\n\u003C/ul>\n\u003Cp>For the repricing and brand-protection side of this, see \u003Ca href=\"/blogs/amazon-repricing-map-violation-software-2026\">Amazon repricing and MAP violation software\u003C/a>. For broader uses of competitor data, see \u003Ca href=\"/blogs/beyond-price-tracking-competitor-data-ecommerce-margins-2026\">beyond price tracking\u003C/a>.\u003C/p>\n\u003Ch2 id=\"how-we-collected-this-data\">How We Collected This Data\u003C/h2>\n\u003Cp>We used two Scrapewise data APIs on amazon.co.uk. The \u003Ca href=\"/scrapers/amazon-search\">Amazon Search API\u003C/a> ran 868 keywords, pages 1 to 7, and returned each product's price, review count, category keyword, page position, sponsored flag and "bought in past month" label. The \u003Ca href=\"/scrapers/amazon-offers\">Amazon Offers API\u003C/a> then read the offer listing of each product and returned every offer with its seller, price and condition, which told us whether Amazon's own offer was there and how many sellers competed. Both cost €0.00015 per call, €0.15 per 1,000 calls, and either can run on demand or on a schedule. \u003Ca href=\"https://portal.scrapewise.ai/login?utm_source=scrapewise_blog&utm_medium=referral&utm_campaign=amazon_uk_2026&utm_content=does-amazon-compete-with-its-sellers-uk-2026\">Open an account\u003C/a> and point the Offers API at your own product list to see where Amazon's offer turns up.\u003C/p>\n\u003Cp>All the other findings from the study are in the \u003Ca href=\"/blogs/amazon-uk-marketplace-report-2026\">Amazon UK Marketplace Report 2026\u003C/a>.\u003C/p>\n\u003Cp>Is Amazon on the offer listings of your best sellers? Your 5 free requests will answer that for a handful of them. \u003Ca href=\"https://portal.scrapewise.ai/login?utm_source=scrapewise_blog&utm_medium=referral&utm_campaign=amazon_uk_2026&utm_content=does-amazon-compete-with-its-sellers-uk-2026\">Create your account\u003C/a>, then check \u003Ca href=\"/pricing\">pricing\u003C/a> for the rest of the catalogue.\u003C/p>\n",{"title":10,"description":11,"badge":12,"benefits":13},"Frequently asked questions","Does Amazon compete with its sellers? Answers from our Amazon UK snapshot of 23 to 24 September 2026.","FAQ",[14,17,20,23],{"title":15,"description":16},"Does Amazon compete with its own sellers?","Yes, on part of the catalogue. Amazon is among the sellers on 17.2% of the 197,022 products in our Amazon UK sample, and on 44.0% of products labelled 1K+ bought in past month.",{"title":18,"description":19},"How often is Amazon the only seller on a product?","Amazon was the sole seller on 5.4% of products in our sample, or 10,689 products. On the rest where it sells, it shares the listing with marketplace sellers.",{"title":21,"description":22},"Is Amazon cheaper than marketplace sellers in the same search?","Not by much. In the same keyword, Amazon's listings are priced at a median 0.96x those of UK-based sellers and 1.06x those of China and Hong Kong-based sellers.",{"title":24,"description":25},"Why do Amazon's own listings have more reviews?","In the same keyword, Amazon's listings have a median 2.35x the reviews of UK-based sellers' listings and 2.76x those of China and Hong Kong-based sellers. Our data shows the gap, not its cause.","Does Amazon Compete With Its Sellers? The UK Numbers (2026)","Amazon is among the sellers on 17.2% of 197,022 Amazon UK products and 44.0% of those labelled 1K+ bought. Amazon UK, Sept 2026 data.","Raivo Kartau",null,"https://www.linkedin.com/in/raivo-kartau","Founder","Scrapewise snapshot of amazon.co.uk, 23 to 24 September 2026: 197,022 products from 868 keywords, and 541,697 offer rows collected, 494,447 after removing repeat fetches (offer data for 196,376 of the products), all gathered with the Scrapewise Amazon Search and Offers APIs. Aggregates only.","Market Intelligence",7,[36,41,46],{"slug":37,"title":38,"image":39,"date":5,"category":33,"excerpt":40},"amazon-buy-box-competition-uk-2026","Amazon Buy Box Competition: 72% of Listings With Offer Data Have One Seller","/img/news/amazon-buy-box-competition-uk-2026.png","Of Amazon UK products with offer data, 72.1% had one seller and 3.6% had 10+. Crowded listings show sales labels more often. Amazon UK, Sept 2026 data.",{"slug":42,"title":43,"image":44,"date":5,"category":33,"excerpt":45},"amazon-price-difference-between-sellers-2026","Price Gaps Between Amazon Sellers: The Dearest Offer Asks a Median 1.34x the Cheapest on Multi-Offer Products","/img/news/amazon-price-difference-between-sellers-2026.png","On Amazon UK products with competing offers, the dearest seller asks a median 1.34x the cheapest, and 1.53x in Beauty. Amazon UK, Sept 2026 data.",{"slug":47,"title":48,"image":49,"date":5,"category":33,"excerpt":50},"amazon-product-title-length-2026","Amazon UK Product Title Length: The Typical Title Runs 107 Characters","/img/news/amazon-product-title-length-2026.png","The median Amazon UK product title is 107 characters; page 1 titles are shorter at 98. Buzzwords and stale years too. Amazon UK, Sept 2026 data.",{"slug":52,"title":53},"does-lowest-price-win-amazon-buy-box-2026","Does the Lowest Price Win the Amazon Buy Box? The Featured Offer Is the Cheapest on 84.6% of Multi-Offer Products",{"slug":55,"title":56},"cheapest-things-on-amazon-uk-2026","The Cheapest Things on Amazon UK: Pastry Brushes Lead at a £5.61 Median Price",[58,62,65,68,71,74,77,80],{"level":59,"text":60,"id":61},2,"How Often Amazon Sells Next to Its Sellers","how-often-amazon-sells-next-to-its-sellers",{"level":59,"text":63,"id":64},"Where Amazon Concentrates: High-Volume Products","where-amazon-concentrates-high-volume-products",{"level":59,"text":66,"id":67},"Competition on Crowded Listings","competition-on-crowded-listings",{"level":59,"text":69,"id":70},"Same Search, Different Numbers","same-search-different-numbers",{"level":59,"text":72,"id":73},"What the Snapshot Leaves Out","what-the-snapshot-leaves-out",{"level":59,"text":75,"id":76},"How to Check Your Own Products","how-to-check-your-own-products",{"level":59,"text":78,"id":79},"What It Means for Sellers and Brands","what-it-means-for-sellers-and-brands",{"level":59,"text":81,"id":82},"How We Collected This Data","how-we-collected-this-data",[84,85,86],"Amazon is among the sellers on 17.2% of the 197,022 products in our Amazon UK sample.","On products labelled 1K+ bought in past month, Amazon is among the sellers on 44.0% of them.","In the same keyword, Amazon's own listings have a median 2.35x to 2.76x the reviews of marketplace sellers' listings.",1790325247875]