In the United States, direct selling has seen a decline in retail sales and number of representatives in the last couple years. From 2016 to 2017 the size of the U.S. direct selling community decreased by about two million people. A recent survey found that the share of consumers who have a low opinion towards direct selling has increased by two percent since 2012, but that the share that have a high opinion also increased by one percent, demonstrating that direct selling has become a more polarizing topic.
The top direct selling companies in the United States are Amway, Avon, and Herbalife; each reporting revenue of at least four billion dollars in 2017. The largest of these, Amway, offers a broad range of products, with nutritional products, cosmetics and home goods making up the vast majority of the company's sales. The second largest company, Avon, specializes in makeup, fashion, and home goods. Avon has seen a decline in net sales since 2013, decreasing from about eight billion U.S. dollars to about 5.5 billion dollars in 2017. Herbalife primarily offers weight management and nutritional products, and reported net sales of approximately 4.43 billion U.S. dollars in 2017.