The year of COVID is also the year of the e-commerce boom. Online retail sales in the United States reached an unprecedented five-percent point gain in 2020 and are not expected to go down anytime soon.
In this article, we’ll examine the sellers that dominated the US Amazon marketplace and get to know them better. If you want to be on next year’s list, knowing the best players is a great first step.
- Summary of Amazon.com’s Top Sellers of 2020
- Sources and Metrics Used
- #10 Top Amazon Seller: Juvo+
- #9 Top Amazon Seller: Declutter Store
- #8 Top Amazon Seller: iServe
- #7 Top Amazon Seller: MetroDecor
- #6 Top Amazon Seller: Zappos
- #5 Top Amazon Seller: VM Express
- #4 Top Amazon Seller: Utopia Deals
- #3 Top Amazon Seller: EPFamily Direct
- #2 Top Amazon Seller: AnkerDirect
- #1 Top Amazon Seller: Pharmapacks
- What Do the Top Amazon Sellers Have in Common?
Here’s a summary of Amazon’s best sellers of 2020:
|1||Pharmapacks||2010||Health, beauty, and wellness|
|3||EPFamily Direct||2015||Varied (mainly home and automotive)|
|4||Utopia Deals||2011||Beddings and other home essentials|
|6||Zappos||1999||Shoes and clothing|
|7||MetroDecor||2015||Organizers and storage items|
|9||Decluttr Store||2014||Refurbished tech and secondhand media items|
Sources and Metrics Used
This article will focus on 2020’s top 10 best sellers on Amazon.com, the first and most popular among all Amazon marketplaces.
There are already 18 Amazon marketplaces as of this writing after Sweden joined the list last in 2020. There were supposed to be 19, but the China marketplace has not been in operation since July 18, 2019.
The ranking used in this article is from Webretailer, who also got the data from Marketplace Pulse. It is based on seller feedback, which has been a good indicator of sales volume and overall seller success on the platform.
Take note that feedback is not necessarily directly proportional to sales volume. But because we don’t have the exact sales volume of each seller, feedback is the best metric we’ve got.
We dig deeper into the profiles of the sellers on the list and attempt to determine why they did so well last year. Let’s start with number 10.
Top 10: Juvo+
|Founders||Harry Tsao and Talmadge O’Neill|
|Other Platforms Used||Individual brand sites, Target, Walmart, eBay, Google, Overstock, Office Depot, Staples, Macy’s Kroger|
|Amazon Store Front||Juvo+|
Art meets science. This is how Juvo+ approaches retail.
Using DaVinci, their machine learning-based analysis engine, the company is able to determine the gaps that exist between customer demand and products currently available in the market. After gathering the data, their team designs products that will meet the needs they determined beforehand.
According to their website, their product development team churns out a new product every 66 minutes. (Talk about efficiency!)
Juvo+ is located in three different countries—India, the United States, and China. They have 16 brands in 18 categories.
Top 9: Decluttr Store
|Niche||Refurbished tech and secondhand media items|
|Other Platforms Used||eBay|
|Amazon Store Front||Decluttr Store|
Among all the sellers on this list, Decluttr would be the one Marie Kondo can get along with the most.
The company is an advocate of the recommerce revolution. They provide a platform for people to sell their used items. Decluttr then sells them back to buyers in the United States. It makes for more sustainable consumerism.
The company is part of musicMagpie, the UK-based transactional reseller and global recommerce leader.
Top 8: iServe
|Other Platforms Used||eBay, Walmart, Taobao, Mercado Libre, etc.|
|Amazon Store Front||iServe|
“We’re mainly math guys that dove into e-commerce.”
This is how iServe founder Dave Wright described the people in his company during an interview. And with Wright having dual degrees in Accounting and Information Systems, this description is accurate.
Before creating iServe in 2013, Wright spent his professional career in data analytics and technology. He would, later on, use this to create one of the most successful companies that helps e-commerce brands thrive and grow in very competitive marketplaces.
iServe deals with brands’ SEO strategies, inventory management, MAP compliance, and packaging design among others. Its technology-based approach allows it to study customer behavior and analyze trends so that the brands they partner with remain on top of their game.
Top 7: MetroDecor
|Niche||Organizers and Storage|
|Other Platforms Used||Walmart, eBay, Target|
|Amazon Store Front||MetroDecor|
Solutions with Style.
This Ohio-based company started when founder Bob Immerman got frustrated with the many products he would create that would get rejected by retailers. Out of 20 products, only one would make it to the shelves. So he decided to create a home for the other nineteen.
With over four decades of experience as a designer, Immerman founded MetroDecor with brand name mDesign in 2015. mDesign is a sister company of InterDesign (founded in 1974) and focuses on e-commerce. It features bath and kitchen products but specializes in organizers and storage materials.
Immerman uses a customer-centric approach when designing new products. He looks at sales and how people are responding to previously released items. He always takes into consideration what the consumer wants and needs.
Top 6: Zappos
|Niche||Shoes and Clothing|
|Amazon Store Front||Zappos|
Just like MetroDecor, Zappos was established because of frustration.
Its founder, Nick Swinmurn, was looking for shoes, but he couldn’t seem to find the right ones. One store would have the right color but the incorrect size while another has the correct size but the wrong color.
But aside from the convenience of having a place to shop for the right shoes, Zappos shines in two important areas—customer service and company culture.
In fact, Jeff Bezos was so impressed with the company that in 2009, he acquired the reseller for $850 million. Its customer-centric approach to e-commerce had a great impact on how Amazon operates today and may have influenced the Amazon Flywheel.
Top 5: VM Express
|Other Platforms Used||15 partners, including Macy’s, Target, and Walmart|
|Amazon Store Front||VM Express|
The company’s strong suit is its fast and free shipping as well as customer service. This is made possible because of six strategically placed warehouses and 24/7 customer support.
Those who partner with VM Express will have their Vendor Manager, Marketplace Experts, Merchandising Team Member, and Customer Experience Experts to ensure that the products are sold and delivered fast to buyers.
Top 4: Utopia Deals
|Niche||Beddings and Other Home Essentials|
|Other Platforms Used||Google Shopping, eBay, Walmart, Shopify, Jet|
|Amazon Store Front||Utopia Deals|
Excellent customer service and affordable everyday products are the foundations of Utopia Deals.
With over 1400 products available, the company serves various industries including the hospitality, restaurant, and fitness industries. It has presence in eleven countries and five continents.
Utopia Deals focuses on beddings and other home essentials.
Top 3: EPFamily Direct
|Niche||Home and Kitchen, Automotive|
|Other Platforms Used||Brand websites, eBay, Walmart|
|Amazon Store Front||EPFamily Direct|
It’s hard to profile EPFamily Direct because there isn’t much information about them online. What we do know is that the company owns various brands in different categories. But their main focus is home and kitchen products and automotive parts.
Top 2: AnkerDirect
|Other Platforms Used||eBay, Walmart, other partner brick-and-mortar stores|
|Amazon Store Front||AnkerDirect|
Steven Yang was a software engineer at Google before he founded Anker in 2011. His goal was simple: create reliable electronic accessories that are cheaper than most trusted brands.
This is why instead of focusing most of his efforts on marketing, Yang put emphasis on research and development. This led the company to develop some of the best affordable accessories and innovations such as the Nebula Capsule:
Anker started selling solely on Amazon, but it has since ventured into other platforms, including its own website.
Top 1: Pharmapacks
|Niche||Health, beauty, and wellness|
|Founders||Andrew Vagenas, Jonathan Webb, Adam Berkowitz, Bradley Tramunti|
|Other Platforms Used||Walmart, eBay, Google Shopping, Target|
|Amazon Store Front||Pharmapacks|
Pharmapacks is a reseller that started out as a mom-and-pop pharmacy in the Bronx. Its founders wanted to take the business online, so they sought the help of family and friends for funding. They raised $750,000 and got a warehouse in Queens, New York.
Working with big names such as Listerine, the company continues to sell things you would commonly find in a pharmacy. What changed was the prices and how they were delivered to customers.
According to CEO Andrew Vagenas, they modify their prices every 45 minutes to make sure that they offer the best price for trending products.
They also deliver their products fast and address listing issues quickly, which is why they have a very high number of positive seller feedback.
What Do the Top Amazon Sellers Have in Common?
After examining the top 10 Amazon sellers in 2020, we figured they have similarities despite having different business models and product niches. So what separates them from others?
They focus on their customers.
Jeff Bezos wants Amazon to be the most customer-centric company in the world. This is why the platform rewards sellers who embody that quality.
From ranking to Amazon badges, customers’ feedback carries great weight in determining a seller’s success on Amazon.
They work well with Amazon.
Pharmapacks co-founder Andrew Vagenas and MetroDecor founder Bob Immerman both said that in order to be successful as a third-party seller on Amazon, you need to work well with the platform.
In a 2020 interview, Immerman said, “Amazon was not the enemy at all; quite the opposite. Finally, I saw Amazon as the most effective way to eliminate friction and efficiently reach the consumer.”
They use data to analyze demand and meet consumer needs.
Numbers don’t lie, and the best way to determine your next move is to analyze them. The top Amazon sellers don’t just rely on hunches when it comes to product development and pricing. They have systems in place to figure out what the best next step is and decide based on data.
This list will change from time to time. In fact, some of these Amazon sellers might not even be in the top 10 as you’re reading this.
If you’re a seller yourself, you have a shot to earn a spot in the 2021 list if you focus on what your customer needs and deliver it to them fast for a fair price.
What are your techniques to ensure customer satisfaction? Are you using specific tools to gather and analyze data? Post a comment below to help other Amazon sellers.