賣家精靈&云雅智庫：亞馬遜2023年度數據報告（51頁）.pdf

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1、1目錄CONTENTS01亞馬遜全球市場概況02亞馬遜平臺的發展與變化03亞馬遜銷量及銷售額分布04亞馬遜賣家及類目數據2全球訪問量最大的在線市場來源：statista316342.9362.9407.6447.3525.5559.6563.4121047900 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 OzonWildberriesMercado LibreWalmartEtsyAliExpressShopeeRakuteneBayAmazon按月流量（單位：百萬次訪問量）3美國部分電商平臺Web端訪問量來源：Simi

2、larWeb 數據取樣：2023年11月Shein、Temu、AliExpress的Web端流量4Shein迫使亞馬遜降低賣家費用來源：Marketplace Pulse5亞馬遜的市場份額亞馬遜在美國零售（包括所有實體店）、電子商務領域和電子商務平臺的份額4%of Retail40%of E-commerce80%of Marketplaces來源：Marketplace Pulse6全球購物者最近一次跨境購物的在線平臺來源：SimilarWeb 數據取樣：2023年9月41 個國家/地區的 32,510 名受訪者7目錄CONTENTS01亞馬遜全球市場概況02亞馬遜平臺的發展與變化03亞馬遜

3、銷量及銷售額分布04亞馬遜賣家及類目數據8亞馬遜全球站點-21個站點來源：Marketplace Pulse92700.0623.7500.4428.2325.2193.4201.9211.1168.6170.22700.0614.2482.8416.2303206.3196.2193.9192.71510 500 1,000 1,500 2,000 2,500 3,000 美國日本德國英國印度加拿大法國意大利巴西西班牙2022年12月2023年12月亞馬遜各站點訪問量（2023年12月）10單位：百萬 來源：SimilarWeb 市場：Amazon全球亞馬遜各站點訪問量（2023年12月）1

4、13.963.141.026.523.018.716.620.215.68.3112.475.651.228.825.417.61716.416.380.230 20 40 60 80 100 120 墨西哥澳大利亞土耳其荷蘭阿聯酋波蘭瑞典埃及沙特阿拉伯新加坡比利時2022年12月2023年12月11單位：百萬 來源：SimilarWeb 市場：Amazon全球亞馬遜增長最快的市場來源：SimilarWeb0%50%100%150%200%250%墨西哥澳大利亞巴西2020-2023年亞馬遜Web端流量增長12來源：statista 數據取樣：2023年第四季度全球零售網站訪問量和訂單分布（按

5、設備）78%66%20%33%2%1%0%20%40%60%80%100%120%Traffic shareOrder shareSmartphoneDesktopTablet智能手機、電腦、平板端的流量和訂單分布13來源：statista 數據取樣：2023年12月 亞馬遜的社交媒體流量來源58.93%10.67%9.76%8.28%2.63%0%10%20%30%40%50%60%社交媒體給亞馬遜的引薦流量占比（結合桌面和移動網絡；排除app）14來源：Marketplace Pulse亞馬遜與TikTok15來源：Marketplace Pulse亞馬遜與Facebook、Instagr

6、am16目錄CONTENTS01亞馬遜全球市場概況02亞馬遜平臺的發展與變化03亞馬遜銷量及銷售額分布04亞馬遜賣家及類目數據17(億美元)2019年2020年2021年2022年2023年國際站銷售額747.21044.21277.91180.11312.0國際站銷售占比31%30%31%27%27%北美站銷售額1707.72362.92798.43158.73528.3總銷售(億美元)2454.93407.14076.34338.84840.3亞馬遜銷售額分布-近5年來源：亞馬遜各季度財報及Marketplace Pulse18(億美元)Net revenueOnline storesPh

7、ysical storesRetail third-party seller servicesSubscriptionservicesAWSOther2018年23291229.9172.2427.5141.7256.6101.12019年2805.31412.5171.9537.6192.1350.3140.92020年3860.71973.5162.3804.6252.1453.7214.52021年4698.22220.8170.81033.7317.7622333.22022年5139.72200.04189.631177.16352.18800.96419.732023-Q11273

8、.6510.9648.95298.296.57213.54105.382023-Q21343.8529.6650.24323.3298.94221.40120.242023-Q31430.8572.6749.59343.42101.70230.59132.832023-Q41699.6705.4351.52435.59104.88242.04160.142023全年5747.82318.72200.31400.53402.09907.57518.59亞馬遜2023年全球凈收入：Global net revenue of A來源：亞馬遜各季度財報及Marketplace Pulse19亞馬遜20

9、23年全球凈收入（按季度劃分）0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Q118Q218Q318Q418Q119Q219Q319Q419Q120Q220Q320Q420Q121Q221Q321Q421Q122Q222Q322Q422Q123Q223Q323Q423Online storesPhysical storesRetail third-party seller sevicesSubscription servicesAWS來源：Marketplace Pulse 市場：Amazon全球亞馬遜2023年全球凈收入（單位：百

10、萬美元）20亞馬遜第三方賣家銷售份額亞馬遜第三方賣家銷售份額來源：Marketplace Pulse 市場：Amazon全球21亞馬遜第一方賣家和第三方賣家123014131975222324722729299132563518378816161930288436084240491956266352709178340 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 20182019202020212022202320242025202620271P sales3P sales2018-2027年凈銷售額預測（單位：億美元）來源：sta

11、tista2223.86%25.84%26.29%30.06%35.15%39.85%46.10%44.03%41.55%43.00%45.08%47.34%48.72%0%10%20%30%40%50%60%Jan18Jul18Jan19Jul19Jan20Jul20Jan21Jul21Jan22Jul22Jan23Jul23來源：Marketplace Pulse 市場：Amazon全球亞馬遜頂級賣家中中國賣家的市場份額23亞馬遜中國賣家亞馬遜美國賣家來源：Marketplace Pulse 市場：Amazon全球24亞馬遜頂級賣家中美國賣家的市場份額按賣家加入年份劃分的亞馬遜市場份額來源

12、：Marketplace Pulse 市場：Amazon全球25亞馬遜賣家的總費用亞馬遜賣家費用支出占比Referral Fees8-15%Fulfillment by Amazon20-35%AdvertisingUp to 15%0%10%20%30%40%50%60%35.18%39.99%42.99%45.70%45.79%47.97%51.80%0%10%20%30%40%50%60%2016201720182019202020212022亞馬遜從賣家收入中的抽成傭金、配送、倉儲、廣告以及其它費用來源：Marketplace Pulse 市場：Amazon全球26亞馬遜公開銷售數據來

13、源：亞馬遜前臺/賣家精靈插件27亞馬遜部分品類的銷量預測3.00%3.30%3.60%6.40%6.60%10.40%12.30%25.70%28.60%3.00%3.50%4.20%6.70%6.40%10.70%12.50%24.70%28.30%0%5%10%15%20%25%30%35%OfficeHousehold and pet careEdible groceryOtherHealth and beautyHome and DlYLeisure and entertainmentFashion and apparelElectricals2022年2027年2022年 VS 20

14、27年的銷量分布預測來源：statista 11.1%11.6%11.6%12.1%12.4%0%2%4%6%8%10%12%14%Leisure and entertainmentOfficeElectricalsHealth and beautyFashion and apparel2022年至2027年亞馬遜增長最快的產品品類（按復合年增長率計算）28亞馬遜美國站銷量最高的購物活動來源：statista 34%17%13%10%7%6%5%0%5%10%15%20%25%30%35%40%Black FridayPrime DayCyber MondayThanksgivingNew Y

15、earsPrime Early Access SaleSuper Saturday2023年亞馬遜美國站購物活動銷量分布29購物者在Prime Day購買的主要產品品類來源：statista 28%26%24%21%19%19%15%14%12%12%0%5%10%15%20%25%30%Home goodsHousehold essentialsApparel&shoesConsumer electronicsBeauty and cosmeticsHealth and wellnessToys&video gamesPet careSmall appliancesSmart home de

16、vices2023年亞馬遜美國站會員日購物者購買的主要產品品類30亞馬遜Prime Day美國熱門品類銷售額同比增長來源：statista 亞馬遜Prime Day美國熱門品類銷售額同比增長3135%26%18%8%8%0%5%10%15%20%25%30%35%40%Beauty and personal careHealth and householdClothing,shoes and jewelryTools and home improvementAll categories目錄CONTENTS01亞馬遜全球市場概況02亞馬遜平臺的發展與變化03亞馬遜銷量及銷售額分布04亞馬遜賣家及

17、類目數據32亞馬遜中國賣家關注的站點取樣：賣家精靈 關鍵詞反查 2023年12月站點查詢次數占比21.7%14.9%14.7%12.9%11.3%10.3%10.2%3.8%0.0%0.0%5.0%10.0%15.0%20.0%25.0%美國英國德國 加拿大 法國 意大利西班牙 日本印度26.4%14.8%13.2%13.0%10.9%9.4%8.7%3.6%0.0%0.0%5.0%10.0%15.0%20.0%25.0%30.0%美國德國英國加拿大法國意大利 西班牙日本印度取樣：賣家精靈 關鍵詞反查 2023年12月第1周33亞馬遜中國賣家關注站點變化取樣：賣家精靈 關鍵詞反查 2022年

18、VS 2023年站點查詢次數占比變化（每個站點查詢人次均上升，但不同站點關注格局發生變化）54.8%9.5%10.9%4.7%5.4%4.5%3.8%6.4%0.1%21.7%14.9%14.7%12.9%11.3%10.3%10.2%3.8%0.0%0.0%10.0%20.0%30.0%40.0%50.0%60.0%美國英國德國加拿大法國意大利西班牙日本印度2022202334美國站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Totals（在售商品數，最大Sales Rank值）849,291,9708,492,92042,464,59984,92

19、9,197212,322,993Clothing,Shoes,&Jewelry261,753,8542,617,53913,087,69326,175,38565,438,464Home&Kitchen158,425,3021,584,2537,921,26515,842,53039,606,326Books99,287,850992,8794,964,3939,928,78524,821,963Automotive43,564,777435,6482,178,2394,356,47810,891,194Sports&Outdoors41,843,721418,4372,092,1864,18

20、4,37210,460,930Tools&Home Improvement37,319,153373,1921,865,9583,731,9159,329,788Cell Phones&Accessories25,160,481251,6051,258,0242,516,0486,290,120Electronics25,110,250251,1031,255,5132,511,0256,277,563Patio,Lawn,&Garden21,696,228216,9621,084,8112,169,6235,424,057Industrial&Scientific19,556,100195,

21、561977,8051,955,6104,889,025Art,Crafts,&Sewing16,224,631162,246811,2321,622,4634,056,158Beauty&Personal Care15,512,276155,123775,6141,551,2283,878,069Office Products12,104,943121,049605,2471,210,4943,026,236亞馬遜各站點商品分級-美國站35美國站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Health&Household11,492,397114,

22、924574,6201,149,2402,873,099Toys&Games9,254,18392,542462,709925,4182,313,546Everything Else9,005,40090,054450,270900,5402,251,350Pet Supplies8,706,80487,068435,340870,6802,176,701CDs&Vinyl8,232,80082,328411,640823,2802,058,200Movies&TV7,502,05475,021375,103750,2051,875,514Baby Products4,258,00142,58

23、0212,900425,8001,064,500Grocery&Gourmet Food3,948,90339,489197,445394,890987,226Handmade Products3,472,24434,722173,612347,224868,061Musical Instruments2,876,43428,764143,822287,643719,109Appliances1,523,03115,23076,152152,303380,758Video Games1,248,65412,48762,433124,865312,164Software211,4992,1151

24、0,57521,15052,875亞馬遜各站點商品分級-美國站36英國站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Total（在售商品數，最大Sales Rank值）274,866,6802,748,66713,743,33427,486,66868,716,670Fashion76,649,626766,4963,832,4817,664,96319,162,407Books53,358,365533,5842,667,9185,335,83713,339,591Home&Kitchen38,354,858383,5491,917,7433,83

25、5,4869,588,715DIY&Tools13,987,079139,871699,3541,398,7083,496,770Electronics&Photo11,594,652115,947579,7331,159,4652,898,663Automotive11,291,149112,911564,5571,129,1152,822,787Sports&Outdoors10,080,366100,804504,0181,008,0372,520,092Toys&Games6,355,52363,555317,776635,5521,588,881Garden5,882,52558,8

26、25294,126588,2531,470,631CDs&Vinyl5,655,05156,551282,753565,5051,413,763Stationery&Office Supplies5,049,78750,498252,489504,9791,262,447Home&Garden4,730,45047,305236,523473,0451,182,613Computers&Accessories4,653,56846,536232,678465,3571,163,392亞馬遜各站點商品分級-英國站37英國站 2024.01.01更新TotalTop 1%Top 5%Top 10%

27、Top 25%Beauty4,438,64744,386221,932443,8651,109,662Pet Supplies4,062,90940,629203,145406,2911,015,727Health&Personal Care3,640,80036,408182,040364,080910,200Business,Industry,&Science3,408,50434,085170,425340,850852,126Lighting3,085,76430,858154,288308,576771,441Baby Products2,078,58920,786103,92920

28、7,859519,647Grocery1,753,59817,53687,680175,360438,400DVD&Blu-ray1,609,78416,09880,489160,978402,446Musical Instruments&DJ1,232,92112,32961,646123,292308,230PC&Video Games608,0666,08130,40360,807152,017Handmade Products560,6525,60728,03356,065140,163Large Appliances543,4485,43427,17254,345135,862Eve

29、rything Else159,1831,5927,95915,91839,796Software40,8164082,0414,08210,204亞馬遜各站點商品分級-英國站38德國站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Totals（在售商品數，最大Sales Rank值）346,196,5383,461,96517,309,82734,619,65486,549,135Fashion113,239,6231,132,3965,661,98111,323,96228,309,906Kche,Haushalt&Wohnen56,870,983

30、568,7102,843,5495,687,09814,217,746Bcher38,404,287384,0431,920,2143,840,4299,601,072Baumarkt22,283,369222,8341,114,1682,228,3375,570,842Elektronik&Foto16,872,095168,721843,6051,687,2104,218,024Auto&Motorrad15,904,336159,043795,2171,590,4343,976,084Sport&Freizeit14,204,020142,040710,2011,420,4023,551

31、,005Garten11,879,401118,794593,9701,187,9402,969,850Spielzeug7,070,31670,703353,516707,0321,767,579Computer&Zubehr6,869,47068,695343,474686,9471,717,368Kosmetik5,754,42457,544287,721575,4421,438,606Gewerbe,Industrie&Wissenschaft5,627,63856,276281,382562,7641,406,910Drogerie&Krperpflege5,237,38152,37

32、4261,869523,7381,309,345亞馬遜各站點商品分級-德國站39德國站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Haustier5,017,21050,172250,861501,7211,254,303Brobedarf&Schreibwaren4,141,97541,420207,099414,1981,035,494Beleuchtung3,418,60434,186170,930341,860854,651Musik-CDs&Vinyl3,374,52433,745168,726337,452843,631Baby3,184

33、,29631,843159,215318,430796,074DVD&Blu-ray1,554,63615,54677,732155,464388,659Musikinstrumente&DJ-Equipment1,447,78414,47872,389144,778361,946Lebensmittel&Getrnke1,213,92412,13960,696121,392303,481Games892,4498,92444,62289,245223,112Elektro-Grogerte724,9567,25036,24872,496181,239Handmade Produkte366,

34、5803,66618,32936,65891,645Sonstiges360,4763,60518,02436,04890,119Bier,Wein,&Spirituosen228,1132,28111,40622,81157,028Software53,6685372,6835,36713,417亞馬遜各站點商品分級-德國站40加拿大站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Totals（在售商品數，最大Sales Rank值）174,687,2231,746,8728,734,36117,468,72243,671,806Clothing,S

35、hoes,&Accessories45,533,348455,3332,276,6674,553,33511,383,337Home&Kitchen33,507,217335,0721,675,3613,350,7228,376,804Books31,725,576317,2561,586,2793,172,5587,931,394Electronics9,697,73796,977484,887969,7742,424,434Tools&Home Improvement8,890,38388,904444,519889,0382,222,596Sports&Outdoors7,968,038

36、79,680398,402796,8041,992,010Automotive7,756,90377,569387,845775,6901,939,226Beauty&Personal Care4,211,49542,115210,575421,1501,052,874Patio,Lawn,&Garden4,000,84840,008200,042400,0851,000,212Music3,456,34134,563172,817345,634864,085Health&Personal Care3,336,34233,363166,817333,634834,086亞馬遜各站點商品分級-加

37、拿大站41加拿大站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Toys&Games3,304,60433,046165,230330,460826,151Pet Supplies2,559,61525,596127,981255,962639,904Office Products2,487,35324,874124,368248,735621,838Industrial&Scientific1,798,43617,98489,922179,844449,609Movies&TV1,273,11912,73163,656127,312318,280Ba

38、by982,7409,82749,13798,274245,685Musical Instruments,Stage,&Studio830,4528,30541,52383,045207,613Grocery&Gourmet Food664,3376,64333,21766,434166,084Video Games391,2953,91319,56539,13097,824Handmade239,5262,39511,97623,95359,882Everything Else71,5187153,5767,15217,880亞馬遜各站點商品分級-加拿大站以上數據來源：cleartheshe

39、lf 42亞馬遜中國賣家關注的類目-美國站來源：賣家精靈 關鍵詞反查 市場：Amazon美國36.7%18.4%12.4%9.2%5.2%4.7%4.7%2.0%1.8%1.6%1.3%0.8%0.8%0.6%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%Home&KitchenBeauty&Personal CareClothing,Shoes&JewelryArts,Crafts&SewingSports&OutdoorsAutomotiveTools&Home ImprovementIndustrial&ScientificOffice Produ

40、ctsToys&GamesHealth&HouseholdElectronicsCell Phones&AccessoriesPatio,Lawn&Garden查詢TOP100 ASIN所屬類目類目翻譯（按順序）平均價格家庭與廚房$32.36 美容與個人護理$10.67 服裝、鞋類和珠寶$30.23 藝術、手工藝和縫紉$30.19 運動與戶外$14.64 汽車$73.99 工具與家庭裝修$165.24 工業與科學$12.59 辦公用品$72.40 玩具與游戲$21.04 健康與家居$21.83 電子產品$13.99 手機及配件$19.99 庭院、草坪和花園$89.99 43亞馬遜市場洞察：產品

41、屬性分析（選例）44來源：Shulex VOC（亞馬遜美國站TOP100中Under-Bed Storage商品）細分市場情況來源：Shulex VOC（亞馬遜美國站TOP100中Under-Bed Storage商品）亞馬遜用戶洞察：產品體驗分析（選例）45產品體驗及星級影響情況亞馬遜中國賣家關注的類目-英國站查詢TOP100 ASIN所屬類目類目翻譯（按順序）平均價格醫療用品和設備9.99家居飾品15.30行李和旅行裝備13.42男士11.46健身19.02配飾8.58工藝品9.88烹飪與餐飲11.39女裝17.63鋼筆、鉛筆及書寫用品8.99修指甲和修腳15.99辦公用品11.4918.

42、7%15.2%14.1%6.2%5.8%5.2%4.2%3.5%2.5%2.5%2.4%2.1%0.0%2.0%4.0%6.0%8.0%10.0%12.0%14.0%16.0%18.0%20.0%Medical Supplies&EquipmentHome AccessoriesLuggage&Travel GearMenFitnessAccessoriesArts&CraftsCooking&DiningWomenPens,Pencils&Writing SuppliesManicure&PedicureOffice Supplies來源：賣家精靈 關鍵詞反查 市場：Amazon英國46亞馬

43、遜中國賣家關注的類目-德國站查詢TOP100 ASIN所屬類目21.8%17.7%17.3%12.5%6.6%5.5%5.3%3.0%2.5%2.1%1.8%1.3%1.1%0.8%0.7%0.0%5.0%10.0%15.0%20.0%25.0%BaumarktMusikinstrumente&DJ-EquipmentKche,Haushalt&WohnenFashionSpielzeugKosmetikSport&FreizeitComputer&ZubehrElektronik&FotoGewerbe,Industrie&WissenschaftBrobedarf&Schreibwaren

44、Drogerie&KrperpflegeGartenBabyAuto&Motorrad類目翻譯（按順序）平均價格五金店17.65 樂器和 DJ 設備11.99 廚房、家居和生活用品14.14 時尚12.06 玩具和游戲16.77 化妝品12.32 運動與休閑18.29 電腦及配件10.79 電子產品與照片34.40 貿易、工業和科學19.32 辦公用品及文具9.99 藥店與身體護理16.99 園藝與花園7.49 嬰兒用品6.99 汽車與摩托車10.99 來源：賣家精靈 關鍵詞反查 市場：Amazon德國47亞馬遜中國賣家關注的類目-加拿大站查詢TOP100 ASIN所屬類目類目翻譯（按順序）平

45、均價格汽車CDN$26.52 家居與廚房CDN$20.63 服裝、鞋及配件CDN$25.79 工具和家庭裝修CDN$29.15 寵物用品CDN$19.72 辦公用品CDN$17.10 健康與個人護理CDN$21.54 電子產品CDN$19.19 嬰兒用品CDN$13.06 美容及個人護理CDN$24.32 運動與戶外CDN$35.95 玩具與游戲CDN$58.63 工業與科學CDN$10.94 24.3%15.8%11.9%9.0%7.9%7.6%5.3%5.0%3.6%2.8%2.6%2.4%1.7%0.0%5.0%10.0%15.0%20.0%25.0%30.0%AutomotiveHom

46、e&KitchenClothing,Shoes&AccessoriesTools&Home ImprovementPet SuppliesOffice ProductsHealth&Personal CareElectronicsBabyBeauty&Personal CareSports&OutdoorsToys&GamesIndustrial&Scientific來源：賣家精靈 關鍵詞反查 市場：Amazon加拿大48亞馬遜中國賣家占比來源：賣家精靈 大數據選品49站點賣家數量中國賣家中國賣家占比中國賣家數量同比2022美國1,791,608 963,626 53.8%+56.8%加拿大6

47、47,878 50,553 7.8%-英國381,694 190,757 50.0%+39.5%日本366,833 187,421 51.1%+48.1%德國315,724 184,302 58.4%+42.6%法國303,728 182,230 60.0%+50.9%意大利287,009 172,312 60.0%+56.0%西班牙226,221 161,805 71.5%+56.3%墨西哥201,379 146,109 72.6%-澳大利亞53,387 5,081 9.5%-阿聯酋30,018 4,730 15.8%-巴西17,443 824 4.7%-亞馬遜中國賣家在各站點的生態來源：賣

48、家精靈 大數據選品0%10%20%30%40%50%60%70%80%0%10%20%30%40%50%60%70%加拿大日本英國美國法國墨西哥西班牙意大利德國市場份額（銷量占比）賣家規模（數量占比）份額高 規模大 份額高 規模小 份額低 規模小 份額低 規模大 50亞馬遜中國賣家的省份和城市分布來源：賣家精靈 大數據選品TOP城市深圳福州廣州泉州東莞寧波上海佛山杭州重慶鄭州莆田金華汕頭北京成都武漢南京長沙溫州廈門中山排名順序：從上到下-從左到右511.3%1.4%1.6%1.8%1.8%1.9%1.9%2.0%2.3%2.9%3.0%4.1%4.3%5.2%6.7%7.6%29.7%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%重慶河北北京廣西四川上海山西安徽山東湖北江西湖南江蘇河南福建浙江廣東亞馬遜中國賣家的省份分布