The Top 100 Sellers

Category: News
The Top 100 Sellers

My name is Elliot Brindel and I am the founder of We produce Ecommerce Sellers Lead Databases and publish a Top 100 Marketplace Sellers List every month. Our Top 100 ranking is based on the number of seller reviews an ecommerce company has received over the previous 90 days. 

In this article we will be looking at the latest Top 100 list and providing some insight on those companies who have climbed higher or slipped back. We’ll share pieces of information that have been widely published (like Pharmapack Bankruptcy), but also less known pieces of news on the bigger Amazon Sellers.

Before reading some of my analysis below, I invite you to look at the Top 100 sellers Rank on our Website

Let’s dig in!

In 2023, Soaring demand for toys and home furnishings in these times of economic and global uncertainty have helped US manufacturer JoyinDirect and ‘comfy’ e-commerce store leap up the Top 100 sellers list.

JoyinDirect, which designs and makes over 6,000 products ranging from toys, party supplies, super-sized pool floats to arts & crafts, was the second highest climber in the list between August 2022 and January 2023 moving from 63rd place to crack the Top Ten in 7th.

It was helped by a booming toy market which in the US has, according to The Toy Association, seen annual toy sales rise from $22billion in 2019 to $29.2billion in 2022, as well as high-profile coverage of its products on huge TV shows such as Good Morning America.

There may well be more growth to come with projections from Bonafide Research that the global toy market is set to reach $167.26billion by 2027 at a compound annual growth rate of 6.66%. This will be driven by explorative and digital toys. The sector, including seasonal products celebrating Halloween or Christmas is also largely defensive meaning customers will keep spending no matter the economic weather., which has partnered with over 1,000 sellers and offers a wide range of products from home goods such as candles and pillows to fashion, Mickey Mouse figurines, kids toys and beauty rocketed 60 places from 75th to 15th in the last six months.

The Nasdaq listed group recently reported revenues up 52.8% to $95.9million for the year ending December 31st 2022, with fourth quarter revenues climbing 63.1%. However, it posted a net loss of $1.5million hit by intense competition caused by high inventory levels across the industry and higher operating expenses including increased fees to Amazon for advertising and storage.

But its forecasts look strong with 10% to 20% sales growth expected in 2023 and a net income of between $0.5million and $4million.

Another big climber is US pet health and wellness company Petco which has bounded from 76th to 38th. Its bestselling products include dog food for those with sensitive stomachs and allergies, cat trees and self-cleaning litter boxes. The pet care market is experiencing a rapid acceleration in demand powered by economic trends such as increased pet ownership driven by the pandemic, greater spend per pet and the continued humanisation and premiumisation of pets.

The group recently revealed that fourth quarter sales grew 5.3% year on year, the 17th consecutive quarter of growth, with annual sales up 4.5%. “Record fourth quarter sales, with cash flow exceeding expectations, rounded out a solid fiscal year, once again demonstrating the enduring strength of the pet category and Petco’s ability to grow through economic cycles,” said Petco chief executive Ron Coughlin.

Even in an increasingly digital world the allure of writing remains as shown by the strong performance of Mr Pen which has risen 14 places to 22nd. It sells high quality and beautifully crafted pens from the likes of Italix, Sheaffer, and Faber-Castell.

Yeti Authorized has been on a big adventure hiking 39 places to 56th helped by demand for their wheeled cool boxes and backpacks for those on the move. If you are a fan of Tottenham Hotspur football club, you can also get yourself a branded Rambler Tumbler.

Other big movers earning their spurs on the Amazon list include Chinese lithium-ion battery group LiCB helped by demand for small electronic products such as LED lights, e-commerce group VirVentures and Book Depository US.

The Top 3 places had a small reshuffle with last year’s second placed group Zappos moving to 3rd and Asurion going the other direction from 3rd to 2nd. The top spot was retained by Pattern, the group which was set up in a living room in 2013 by David Wright and Melanie Alder. It surpassed $1billion in sales in 2022 driven by continued demand from brands for its e-commerce acceleration platform.

Those brands decelerating in 2023 included China’s Baleaf Sports. The gym, yoga, running and activewear gear seller dropped 45 places to 90th in the list likely hit by volatile Chinese consumer demand during the Covid lockdowns of 2022. However, the future looks bright for the industry with forecasts from Statista suggesting that the global activewear market will grow from $338billion in 2023 to $451billion in 2028.

Other fallers were Asian food supplier JDJ Trading which slipped from 88 last year to 100 this time around, Monster Pets, supplier of pet food, was down 35 to 94 and Peltz Shoes tread backwards from 60th to 88th.

The biggest faller was Aserson, which sells grocery and gourmet food and home and kitchen products. It dropped 62 places to 76th.

Food also took a knock with The New Mall, which sells a range of groceries from tea and coffee to snacks such as Cheese Curls sliding 26 places to 93rd

All three of these sellers are likely to have been hit by soaring inflation around the globe and the subsequent hike in food prices. Although these sellers were down, they at least were not out.

Around 25 sellers however did exit the Top 100 with arguably the highest profile casualty being health, beauty and home products reseller Pharmapacks which went bust last August.

The catalyst was its parent company Packable’s failed attempt to go public via a Special Purpose Acquisition Company or SPAC via Highland Transcend Partners I Corp. The deal would have valued Packable at $1.55billion.

Another group departing the Top 100 is iHealth whose Covid rapid testing equipment is, thanks to the vaccination campaign, in less demand this year. However, its other products such as blood pressure monitoring kits and glucometers should be positive in the long-term giving the rise in elderly populations worldwide.

Other exits from the Top 100 included healthy foods group Anthony’s Goods, pool supplies firm In the Swim. ThriftBooks, plus-size fashion outfit Roamans and Simply Medicals.

But out with the old and in with the new with a number of entrants in the Top 100. The highest placed newcomer is Bedsure which came in at number 28 on the list. Its products range from Duvet Cover Sets to blankets sheets and pet supplies such as dog beds. However, it has also had its own recent nightmare with the recall of electric heating blankets and pads las month because of reports that they had caused fire and burns.

Another new entry is 6pm, the discount retail division of Zappos, which comes on to the list at 31st. Its products include mens and women’s fashion as well as bags and sunglasses and is likely to have been boosted by consumer demand for bargains in these uncertain economic times.

Casual footwear group Hey Dude has also been welcomed on to the Top 100 entering at 34th.  Hey Dude, founded in Italy in 2008, was snapped up by footwear peer Crocs in 2021 for $2.5billion because its comfortable, lightweight products were ‘aligned to long-term consumer trends’. It operates as a stand-alone division of Crocs and helped the overall group post full year revenues for 2022 of $3.6billion, up 54% over 2021.

It said consumer demand for Hey Dude shoes had been exceptional, helping it to record revenues. It expects another record year in 2023 driven by increased market penetration in the US for Hey Dude.

Other new fashion entrants include female clothes group Zeagoo, Just Love Fashion and imagikids which sells officially licensed clothes for babies and children from the likes of Disney, Marvel and the BBC.

Homesware is also popular with new entrant Home Essentials offering products such as bedroom furniture, curtains and mirrors and Zulay Deals whose best sellers include Espresso machines, cooking spoons and popcorn makers.

The fitness word is also in good shape with SK Universe – which via its online pre-recorded videos wants to turn their customers into stallions – entering the list at 96th position.

Just as well then that Lume Deodorant has also made it on to the Top 100 list in 49th place. Its doctor-developed deodorants are aluminum free, hypoallergenic and safe for sensitive skin.

It is far too complex to explain seller performance through a single metric based around reviews and feedback.

But we can tell from the list that successful businesses share three main strengths – first they don’t forget the bottom line boasting strong margins, secondly their business models are often defensive and therefore can perform well in most market environments and thirdly they know the importance of innovation and product refreshment to keep customers coming back for more.

At, we provide databases of Amazon Sellers, covering and providing more than 40 datapoints on more than 2M+ and worldwide sellers.


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