VEVOR Is Selling on Amazon Under a Second Storefront Name
VEVOR, the Shanghai-founded tools and home improvement brand and one of Amazon's largest third-party sellers, is selling a significant portion of its US Amazon inventory under a second storefront name: VEMIXO.
The VEMIXO storefront appears as the seller of record on VEVOR-branded products across Amazon's tools, home improvement, and outdoor categories, and shows up as its own filterable seller option on VEVOR's brand pages, listed separately from VEVOR Shop. The products themselves are identical, carrying VEVOR branding in titles, descriptions, and packaging.
A Top-20 Seller Operating Under Two Names
VEVOR ranks among the largest third-party sellers on Amazon by revenue. Seller Snooper's public top-seller rankings, updated August 2026, list a VEVOR storefront at roughly $1.4 billion in estimated annual revenue, placing it alongside sellers like AnkerDirect and Carlyle in the platform's top tier.
The company has grown fast to get there. Founded in Shanghai in 2007, VEVOR started on eBay in 2012, expanded to Amazon in 2013, and launched its own DTC site in 2020. Public revenue estimates trace a climb from roughly $84 million in 2017 to well over $1 billion in recent years, built on a catalog spanning more than 30,000 SKUs across tools, kitchen equipment, garden machinery, and industrial goods.
VEVOR has not publicly explained the VEMIXO storefront or commented on how inventory is divided between the two.
Multiple Storefronts Are Common at This Scale
Running more than one storefront is standard practice among high-volume Amazon sellers, though sellers rarely explain why publicly. The most frequently cited reasons across the industry are risk distribution, protecting revenue if one account faces suspension or an IP complaint, and catalog management across large, fragmented product lines.
For competitors tracking VEVOR's market position, the practical effect is that seller-tracking tools may report VEVOR's Amazon footprint as smaller than it actually is, depending on whether the tool counts both storefronts or only the one carrying the VEVOR name.
VEVOR's Broader US Push
The storefront structure comes as VEVOR expands beyond ecommerce entirely. The company opened its first US brick-and-mortar store in Houston in February 2026, a 32,000-square-foot flagship built around a buy-online-pickup-in-store model with hands-on demonstration areas for tools and equipment.
VEVOR positioned the store as a direct challenge to Home Depot and Lowe's rather than a partnership with either, and paired it with a Houston Rockets sponsorship and a monthly promotional event called Power 15 Deal Days. The company has said Houston is intended as the first of multiple US locations.
What This Means for Sellers in VEVOR's Categories
If you compete in tools, home improvement, outdoor equipment, or commercial kitchen goods, VEVOR's Amazon presence is likely larger than any single storefront suggests. Competitive analysis built on VEVOR Shop alone may undercount both the catalog you're competing against and the revenue share VEVOR holds in your category.
The dual-storefront structure also means VEVOR products may appear in your search results under a seller name you don't recognize. Checking the brand on the listing rather than the storefront name gives a clearer read on who you're actually competing with on a given ASIN.
