You’ve built the brand, now bring it stateside. Middle Eastern brands on Amazon USA are overdue for a serious presence.
Middle Eastern exports to the US hit $61.3 billion in 2024, yet most regional brands are absent from the Amazon USA marketplace, especially in consumer goods.
That’s a major gap. Third-party sellers now account for over 60% of Amazon US sales, and shoppers actively seek culturally rich, sustainable, and specialty products, but Middle Eastern representation remains limited.
From Jordanian skincare to Egyptian cotton, the products are ready. What’s missing is visibility. That’s where an experienced Amazon agency can help Middle Eastern brands navigate the platform and tap into the $65.8 billion spending power of MENA immigrants in the US.
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Launch your brand on Amazon USA
Middle Eastern brands face unique challenges, but you don’t have to face them alone. We offer tailored support to help you succeed in the U.S. market.
Opportunity for Middle Eastern brands on Amazon USA
There’s a clear and growing opportunity for Middle Eastern brands on Amazon USA. The platform’s dominance and large third-party seller base provide a vital channel to reach American consumers.
Success hinges on leveraging distinct regional strengths: Israel’s tech innovation, Egypt and Jordan’s apparel manufacturing (often aided by QIZ or FTAs), Lebanon’s authentic food staples, the UAE’s prowess in fragrances and its role as a potential hub, Saudi Arabia’s and Kuwait’s niche gourmet foods and traditional products, and the FTA advantages for Bahraini and Omani goods, particularly in textiles and specific niches like frankincense.
While challenges like logistics and competition exist, Middle Eastern brands on Amazon USA that differentiate themselves, adapt to the US market, and effectively utilize Amazon’s tools (like FBA and advertising) are well-positioned to capitalize on this potential.
US demand for MENA consumer goods is rising
US trade with MENA (Middle East and Northern Africa) hit $141.7B in 2024, with $62.3B in imports (as of April 29, 2025). While oil still leads, consumer goods are gaining ground.
Between 2021 and 2022, US imports from MENA jumped 42%, from $62.3B to $88.6B. Consumer goods grew even faster 47%, from $17.4B to $25.6B.
This shift shows growing US interest in MENA-made products – food, textiles, beauty, and more. For Middle Eastern brands on Amazon USA, the timing couldn’t be better.
Middle Eastern sellers: Growth trends in the US marketplace
Amazon holds 37.6% of the US e-commerce market (2023) and is dominated by third-party (3P) sellers – 61% of units sold in Q1 2024 were from 3P sellers. This model makes Amazon an ideal entry point for Middle Eastern brands targeting US customers.
Middle Eastern seller presence is growing fast. Globally, their count jumped 125%, from 40,000 to 72,000. While this is a global stat, much of that growth is tied to Amazon USA due to its scale and demand.
Amazon supports this growth with infrastructure like FBA, cross-border programs, and detailed analytics tools like Brand Analytics and Sales & Traffic reports, useful for both sellers and partners evaluating MENA brand performance.
This rapid rise signals that more Middle Eastern brands are ready for and succeeding in the US market through Amazon. For US buyers and partners, it’s the right time to connect with MENA sellers gaining traction on the platform.
Middle Eastern brands on Amazon USA: A country deep-dive
Let’s look at some key Middle Eastern countries ripe for expansion, the specific consumer goods they can successfully export to American consumers, and highlights existing Middle Eastern brands on Amazon USA already making waves on the platform.
In 2022, Israel exported $18.6 M worth of goods to the United States, over 25% of its total exports. Though Israel is best known for tech, consumer goods made up 21% of its global exports, showing room for growth in categories relevant to Amazon USA.
2024 US imports from Israel: consumer-relevant goods
Israel’s exports aren’t just tech—consumer goods are strong too:
- Plastics: $697M
- Cosmetics & Toiletries: Up to $311M
- Cutlery & Tools: $288M
- Food & Beverage (various categories): $98M–$55M
- Furniture & Home: $85M
- Textile inputs: $125M
Israeli consumer brands on Amazon USA
Israel’s “Startup Nation” edge fits well on Amazon USA, with both heritage brands and fresh innovators gaining traction.
- Beauty & Wellness
Ahava and Premier lead with Dead Sea skincare. Over 200 beauty-tech startups have raised $500M+ since 2015. New entrants like Mistrix and NS Oils focus on AI and clean-label care.
- Food & Supplements
TopGum makes functional gummies, while Kosherbyte sells Israeli foods on Amazon. Tnuva and SavorEat push innovation with US partnerships and plant-based tech.
- Consumer Tech
Bzigo (mosquito tracker), Spicerr (AI spice dispenser), and Lumen (metabolism device) mix tech with lifestyle. Riverside.fm and Elementor show Israel’s reach in digital tools.
- B2B2C Growth
Tech like Smart Resilin and Fabumin powers US products behind the scenes.
US Market Access Backed by Strong Support Systems
Israel’s consumer brands benefit from a structured pipeline designed to ease US market entry.
- Support Highlights:
- Academic & Trade Collaborations:
- Rutgers and Tnuva co-develop food products
- NJIT and BGU created a joint innovation hub
- CES Israeli Pavilion: Regular showcase of consumer tech brands
With layered support from VC firms, state programs, and R&D partnerships, Israeli companies are positioned for sustainable entry into Amazon USA and broader retail channels.
In 2022, Saudi Arabia exported $23.5 billion worth of goods to the US – $20.8 billion of that was oil. However, non-oil exports hit a record $2.7 billion the same year, showing two years of consecutive growth.
Key Saudi Arabian non-oil US Imports (2023)
Major industrial inputs include:
Organic chemicals: $555.77 M
Miscellaneous chemical products: $180.80 M
Iron/steel articles: $110.80 M
Aluminum: $50.82 M
Plastics: $41.25 M
Consumer-relevant categories are smaller but present:
Jewelry/metals/coins: $87.36 M
Textiles/yarns: $32.49 M
Essential oils & cosmetics: $26.01 M
Carpets: $18.55 M
Dates & fruits: $5.26 M
Toys & games: $5.45 M
Prepared shrimp (2022): $3.3 M
Saudi brands on Amazon USA: Limited but Targeted Presence
Saudi brands are prominent on Amazon USA, especially in the date fruit category, with products like Sukkari and Safawi dates. Sellers like bonballoon market these as premium, naturally sourced goods.
- Food & Beverage
Almosafer Kif Arabic coffee: Single-serve sticks with cardamom, labeled “Made in Saudi Arabia.”
Deemah Maamoul: Date-filled pastries tied to Saudi heritage.
Halwani Bros Maamoul: Likely Saudi-sourced dates with broader branding.
- Beauty & Fragrance
Surrati’s Ameer Al Oud: Traditional scent oil branded “Made in Saudi Arabia.”
Saudi Arabia’s Amazon presence is growing, mainly in dates and perfumes, with potential for future market expansion.
Egypt ranks among the top US trade partners in the MENA region, with total exports to the US reaching $2.3 billion in 2022, accounting for 4.41% of Egypt’s total exports. Overall bilateral trade between the two countries hit $9.1 billion in 2021, showing strong post-pandemic recovery.
Knit or crocheted apparel: $454.17M
Textile & apparel exports made up 45.1% of Egypt’s non-fuel exports to the US in 2021, boosted by the QIZ program.
- Growing Food Exports to the US
Prepared vegetables, fruits, & nuts: $113.82M
Oil seeds & grains: $60.89M
Edible fruits & nuts: $32.64M
- Other Key Consumer Goods
Carpets & floor coverings: $123.30M
Glassware: $65.56M
Plastics: $64.82M
- Egypt’s Consumer Goods Footprint
In 2022, consumer goods accounted for 50.9% of Egypt’s $26.5B global exports, highlighting strong manufacturing and favorable trade policies, positioning Egypt for growth on platforms like Amazon USA.
Egyptian brands on Amazon USA
Egyptian brands are thriving on Amazon USA by highlighting natural materials and cultural heritage:
Almooni Natural Care: Specializes in natural Egyptian loofah products, earning ~$295K/month with some products selling 8K+ units/month.
Nefertari: Offers 100% natural Egyptian eyeliner, marketed as a premium beauty product at $39.99.
Egyptian Magic: US-made but leverages Egyptian branding for its popular balm made from honey and olive oil.
Egypt’s strong export history in apparel, food, and home goods, combined with these successes, shows promising potential for more Egyptian brands on Amazon USA.
In 2023, Jordan exported $3.14 billion worth of goods to the United States, its largest export partner. This marked steady growth from $2.85 billion in 2022 and accounted for over 22% of Jordan’s total exports.
- Apparel Leads Jordan’s Export Portfolio
Non-knit apparel to the US totaled $48.6M, driven by the US-Jordan Free Trade Agreement.
While apparel remains dominant, high-value exports are rising:
Jewelry and precious metals: $814.9M
Pharmaceuticals: $82.2M
Machinery & electronics: $118.9M combined
- Emerging Consumer Goods on Amazon Radar
Smaller but growing export categories with Amazon potential include:
Edible preparations: $42.3M
Snacks, spices, cereals: $3–9M range
Soaps and plastics: $2.6M
In 2022, consumer goods made up 42.9% of Jordan’s exports ($5.5B), signaling strong potential beyond textiles in the US e-commerce market.
Jordanian brand on Amazon USA
While apparel tops Jordan’s US exports, Amazon success centers on two standout categories: Dead Sea skincare and traditional sweets.
- Dead Sea Skincare
Brands like One With Nature, Bold Beautiful, and KAWAR use “Made in Jordan” labels to promote mineral-rich soaps, masks, and creams.
- Traditional Sweets
Anabtawi, Habash, and AlSultan offer Baklava, Halva, and Maamoul—marketed as authentic, giftable treats.
These niches best reflect Jordan’s export strengths and drive visibility on Amazon USA.
Lebanon’s trade relationship with the US is modest, with exports totaling $3 billion in 2023, only 4.7% going to the US The country continues to face a large trade deficit and economic instability, which limits its export capacity.
Despite the challenges, 35.6% of Lebanon’s global exports in 2022 were consumer goods, including many specialty food items. In 2023, US imports from Lebanon in this category included:
Vegetable, fruit, and nut preparations: $14.13M
Edible preparations: $12.03M
Fats and oils (incl. olive oil): $10.29M
Beverages and vinegar: $6.33 M
Coffee and spices: $4.44M
Confectionery and cocoa products: ~$4.3M combined
Smaller categories included cosmetics ($3.1M), furniture ($2.7M), and apparel (<$1M). Lebanon’s exports to the US are clearly centered on Middle Eastern food staples.
Lebanese brands on Amazon USA
Lebanese brands reflect this export profile, offering authentic pantry staples. Cortas is one of the best-known, with popular items like rose water and fava beans. Some listings show high demand, with 900+ units sold per month.
Other notable brands and categories include:
Olive Oil: Saifan, Al Dayaa, Joud, Daher
Spices: Lebanon Valley, Salloum Bros, Adonis, Mid East, Sahadi, Baraka
Coffee: Maatouk, Café Najjar
Staples & Sweets: TAZAH (moghrabieh), Castania (nuts), Baraka (halva)
The UAE is a significant US trade partner. Total bilateral goods trade was estimated at $34.4 billion. US goods exports to the UAE were $27.0 billion, while US goods imports from the UAE totaled $7.5 billion, resulting in a US goods trade surplus of $19.5 billion.
Key Consumer Goods UAE Exports to US (2023 Data)
While the UAE acts as a major re-export hub, key consumer-relevant categories exported to the US include :
- Pearls, precious stones, metals, coins (includes jewelry): $3.04B
- Electrical, electronic equipment: $1.44B (Mix of consumer/industrial)
- Essential oils, perfumes, cosmetics, toiletries: $576.55M
- Footwear, gaiters: $83.46M
- Plastics: $77.77M
- Tobacco & substitutes: $57.36M
- Furniture, lighting, prefabricated buildings: $21.61M
- Toys, games, sports requisites: $19.59M
- Carpets and other textile floor coverings: $17.82M
- Apparel (not knit or crocheted): $17.41M
- Vegetable, fruit, nut food preparations: $16.47M
- Apparel (knit or crocheted): $13.25M
There is no Free Trade Agreement (FTA) between the US and the UAE. Standard US tariffs apply to UAE exports.
The UAE has a significant number of registered Amazon sellers globally (~20,842). Amazon actively supports UAE sellers targeting the US market through its Global Selling program.
UAE Product Examples on Amazon.com
Fragrances: Popular brands like Swiss Arabian, Lattafa, and Fragrance World often highlight “Made in Dubai,” aligning with strong UAE perfume exports.
Dates: Products such as Date Crown Fard showcase the region’s agricultural roots.
Chocolates: Niche treats like Dubai Chocolate Kunafa Pistachio also appear on the platform.
Re-Exports: As a major trade hub, many UAE-listed products may be re-exported goods made elsewhere.
Total US-Kuwait goods trade was estimated at $4.1 billion. US goods exports to Kuwait were $2.4 billion, while US goods imports from Kuwait totaled $1.6 billion, resulting in a US goods trade surplus of $768.2 M.
Key Consumer Goods Kuwaiti Exports to US (2023/2024 Data)
Kuwait’s consumer goods exports to the US are relatively modest compared to industrial products. Key categories include :
- Dairy products, eggs, honey, edible products: $689K (2023) / $12.5M (2024)
- Pearls, precious stones, metals, coins: $293K (2023) / $10.4M (2024)
- Furniture, lighting signs, prefabricated buildings: $37K (2023) / $9.2M (2024)
- Articles of apparel, not knit or crocheted: $8.6M (2024)
- Toys, games, sports requisites: $165K (2023) / $7.6M (2024)
- Cocoa and cocoa preparations: $7.2M (2024)
- Sugars and sugar confectionery: $6.1M (2024)
- Soaps, lubricants, waxes, candles: $5.1M (2024)
- Clocks and watches: $2.1M (2023)
- Articles of apparel, knit or crocheted: $3K (2023) / $2.6M (2024)
- Beverages, spirits and vinegar: $1.2M (2023) / $1.9M (2024)
- Essential oils, perfumes, cosmetics, toiletries: $1.2M (2023)
Kuwaiti brands on Amazon USA
Fragrances: Perfumes like Ether by Gissah and ARSH Oud Wood highlight “Made in Kuwait.” Almas Perfumes sells bakhoor in a Kuwaiti style, though origin may be Saudi.
Food: KDD Thick Cream is clearly labeled as made in Kuwait.
Apparel: Print-on-demand gear (mugs, shirts, hoodies) featuring Kuwaiti themes is common.
Home/Novelty: Small goods like phone cleaners and money clips reflect Kuwaiti identity.
Total US-Oman goods trade was estimated at $3.3 billion. US goods exports to Oman were $2.0 billion, while US goods imports from Oman totaled $1.3 billion, resulting in a US goods trade surplus of $634.3 M. The US-Oman FTA (in force since 2009) facilitates this trade.
Oman’s exports to the US, benefiting from the FTA include :
- Plastics: $408.12M (Mix of raw material/finished goods)
- Pearls, precious stones, metals, coins (includes jewelry): $51.29M
- Miscellaneous articles of base metal: $10.87M
- Stone, plaster, cement products: $9.33M (Mix, potential home goods)
- Glass and glassware: $6.59M
- Fish, crustaceans, molluscs: $4.94M
- Essential oils, perfumes, cosmetics, toiletries: $2.58M
- Dairy products, eggs, honey: $1.03M
- Cereal, flour, starch, milk preparations: $994.89K
- Beverages, spirits and vinegar: $551.36K
- Clocks and watches: $445.58K
- Furniture, lighting signs, prefabricated buildings: $207.51K
- Soaps, lubricants, waxes, candles: $123.18K
Omani brands on Amazon USA
Incense/Resins: Oman Herbs sells “Royal Green Frankincense Hojari,” clearly labeled with its Omani origin.
Food/Spices: Listings like Sadaf Dried Lime (Limu Omani) and Chips Oman reflect Omani-style products, though some are US-distributed.
Apparel/Merch: T-shirts and items themed “Made in Oman” are available; Oman Nylon appears as a brand or seller.
Home & Novelty: Omani-themed flags, keychains, and gift items from sellers like DIYthinker add cultural variety.
Total US-Qatar goods trade was estimated at $5.6 billion. US goods exports to Qatar were $3.8 billion, while US goods imports from Qatar totaled $1.8 billion, resulting in a US goods trade surplus of $2.0 billion.
- Pearls, precious stones, metals, coins (includes jewelry): $60.33M
- Works of art, collectors’ pieces: $14.04M
- Plastics: $11.76M (Mix)
- Electrical, electronic equipment: $15.05M (Mix)
- Optical, photo, technical, medical apparatus: $14.48M (Mix)
- Soaps, lubricants, waxes: $1.89M
- Miscellaneous edible preparations: $221.86K
- Furniture, lighting signs, prefabricated buildings: $216.12K
- Toys, games, sports requisites: $112.64K
- Headgear: $110.80K
- Essential oils, perfumes, cosmetics, toiletries: $22.36K
Qatari brands on Amazon USA: Limited brand presence
Apparel & Merch: Print-on-demand items like sweatshirts, baby onesies, and phone cases with “Made in Qatar” themes.
Home & Novelty Items: Flags, keychains, and ceramic boxes, mostly from generic sellers.
Automotive: Qatari-themed license plate frames.
No established Qatari consumer brands were identified in any core product category on Amazon.
Total US-Bahrain goods trade was estimated at $2.9 billion. US goods exports to Bahrain were $1.6 billion, while US goods imports from Bahrain totaled $1.2 billion, resulting in a US goods trade surplus of $441.9 M. The US-Bahrain FTA (in force since 2006) underpins this relationship.
Benefiting from the FTA, Bahrain exports several consumer-relevant goods to the US:
- Other made textile articles, sets, worn clothing like thobe and hijab : $44.73M
- Plastics: $43.98M (Mix)
- Pearls, precious stones, metals, coins (includes jewelry): $26.55M
- Glass and glassware: $21.76M
- Headgear: $7.00M
- Fish, crustaceans, molluscs: $5.05M
- Dairy products, eggs, honey: $4.92M
- Clocks and watches: $4.58M
- Essential oils, perfumes, cosmetics, toiletries: $1.75M
- Furniture, lighting signs, prefabricated buildings: $725.42K
- Toys, games, sports requisites: $108.63K
- Footwear, gaiters: $30.15K
- Articles of leather/travel goods: $28.84K
- Apparel (not knit or crocheted): $22.14K
- Apparel (knit or crocheted): $17.58K
Bahraini brands on Amazon USA
Home Goods: “Made in Bahrain” appears on bedding and pillowcases from US brands like Southern Tide and Dryfast, reflecting Bahrain’s strong textile exports.
Health & Personal Care: Martex face masks are noted as made in Bahrain by WestPoint Home.
Apparel & Merchandise: Print-on-demand items with Bahraini themes are sold by sellers like “Made In Bahrain Co. Inc.”
Fragrances: Products like “Bahrain Pearl EDP” tie into the region’s perfume identity, though branding may come from regional houses like Al-Rehab.
Bahrain’s manufacturing footprint is clear, but Bahrain-owned consumer brands remain limited on Amazon USA.
Key success factors for Middle Eastern Brands on Amazon USA
Middle Eastern brands must focus on several proven strategies that align with platform standards and consumer expectations to succeed in the US Amazon marketplace.
1. Product differentiation and cultural edge
Brands that highlight unique origins and ingredients gain traction.
Examples: Dead Sea minerals (Jordan/Israel), Egyptian loofahs, ancient formulas, and Saudi dates.
Emphasizing authenticity and quality helps products stand out in saturated categories.
2. Competitive landed pricing
US shoppers expect value, so pricing must account for:
- Amazon fees
- Tariffs (especially recent increases)
- Shipping and advertising costs
Pricing too high risks losing the Buy Box; too low can destroy margins.
3. Reliable fulfillment through FBA
FBA is used by 82–94% of international sellers because it:
Offers fast, Prime-eligible shipping
Reduces logistics complexity
FBM is an option, but only if shipping times are competitive; Seller Fulfilled Prime may help here.
4. Strong seller metrics
Amazon monitors key performance indicators:
ODR (Order Defect Rate)
VTR (Valid Tracking Rate >95%)
Late Shipment Rate
Customer feedback scores
Consistently good metrics boost Buy Box win rate and long-term account health.
5. Optimized listings & paid marketing
Listings must include:
High-res images (minimum 1000×1000 px)
Clear, benefit-focused titles and bullet points
Backend keywords for search relevance
Amazon Ads (Sponsored Products/Brands) are nearly essential to gain visibility.
A+ Content and Stores build brand credibility and increase conversion rates.
6. Regulatory compliance
Sellers must meet US legal and Amazon category standards.
Examples: food safety (GFSI, HACCP), cosmetics labeling, and children’s product certifications.
Non-compliance can lead to listing suppression or account suspension.
7. Profitability management
8. Partnering with the right experts
Navigating Amazon USA can be complex, especially for international sellers unfamiliar with US consumer behavior, compliance rules, and platform updates.
Working with an experienced Amazon agency provides access to specialized knowledge in SEO, PPC, listing optimization, logistics, and account health management, helping avoid costly mistakes and accelerate growth.
Challenges Middle Eastern brands face when expanding to Amazon USA
While international sellers across the globe face hurdles entering Amazon USA, brands from the Middle East and North Africa (MENA) confront a unique mix of region-specific barriers that amplify the difficulty of breaking into the US market.
1. Limited Access to Capital
The most pressing issue is the severe SME financing gap. With SME lending in MENA averaging just 9% of total bank lending, the lowest globally, many small businesses lack the capital needed for Amazon USA entry.
High upfront costs, from inventory and shipping to advertising and compliance, make self-funding or small-scale financing insufficient to achieve competitive scale.
2. Market Knowledge Gaps
Operating on Amazon.com is a leap beyond local platforms like Noon or Amazon.ae. Success demands deep knowledge of:
US consumer behavior and search habits
Seller Central tools and advertising strategies
Regulatory hurdles from FDA, CPSC, and customs
Branding, listing optimization, and keyword use specific to US audiences
Lack of localized expertise leads to mistakes that cost time and money.
3. Cultural and Operational Differences
Business risk aversion, preference for regional growth, and trust issues with digital platforms can slow expansion efforts. Differences in communication styles and expectations when working with US service providers may also hinder progress.
4. Logistics and Payments Infrastructure
Many MENA countries struggle with logistical infrastructure like standardized addresses and last-mile delivery. Add to that a strong preference for Cash on Delivery over credit cards or digital payments, and businesses face a steeper learning curve when adapting to US e-commerce norms.
5. Regulatory Compliance Burdens
US safety, labeling, and import regulations are complex. For cosmetics and food, FDA compliance involves strict labeling rules, ingredient restrictions, and mandatory facility registration.
For consumer goods, the CPSC requires safety testing, certification (CPC or GCC), and in many cases, third-party lab testing. Failure to comply can result in import refusals, fines, or bans.
Launch your Middle Eastern brands on Amazon USA
Middle Eastern brands have a clear path to success on Amazon USA, but it starts with action. The data shows increasing US demand for MENA-made goods, and Amazon’s marketplace is primed for cultural products that stand out.
From regional textiles and heritage foods to clean beauty and wellness, the opportunity is wide open, but success depends on smart market entry and expert execution.
Now is the time to take your brand global. Whether you’re based in Egypt, Israel, Saudi Arabia, or anywhere in the region, your next customer could be just one click away on Amazon USA.
Imagine your Middle Eastern brand thriving on Amazon USA. Our dedicated Amazon agency provides the platform expertise and market insight to make it a reality, from listing to ‘Add to Cart’ success.
Book a call and let’s talk strategy.
