1、亚马逊全球站点-21个站点来源:Marketplace Pulse单位:百万 来源:SimilarWeb 市场:Amazon全球2894.0641.0548.0474.0335.5229.0212.0203.0178.0101.52700.0623.7500.4428.2325.2211.1201.9193.4170.2168.60 500 1,000 1,500 2,000 2,500 3,000 3,500 美国日本德国英国印度意大利法国加拿大西班牙巴西2021年12月2022年12月亚马逊各站点访问量(2022年12月)单位:百万 来源:SimilarWeb 市场:Amazon全球亚马逊
2、各站点访问量(2022年12月)95.744.832.027.220.88.311.617.920.85.1113.963.141.026.523.020.218.716.615.68.30 20 40 60 80 100 120 墨西哥澳大利亚土耳其荷兰阿联酋埃及波兰瑞典沙特阿拉伯新加坡2021年12月2022年12月亚马逊流量来源28.3249.2388.5437.3616.82,1005,6000 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Display adsMailPaid searchSocialReferralsOrganic searc
3、hDirect来源:statista 数据取样:2022年1-5月亚马逊全球访问量-按来源分类(单位:百万)51.82%19.70%17.60%10.59%8.41%0%10%20%30%40%50%60%来源:statista 数据取样:2022年5月社交媒体给亚马逊的引荐流量占比亚马逊流量来源0.0995.88730.377.60204060801002019年2020年2021年2022年来源:Marketplace Pulse 市场:Amazon全球带有#primeday2022和#amazonprimeday2022相关主题标签的视频浏览量(单位:百万)亚马逊流量来源亚马逊品牌价值来
4、源:statista124.27169.97186.42191.03196.53214.02611.46705.65819.57947.060 100 200 300 400 500 600 700 800 900 1,000 Louis VuittonAlibabaFacebookVisaMcDonaldsTencentMicrosoftAmazonGoogleApple2022年全球最具价值品牌排行榜(单位:十亿美元)亚马逊品牌价值5.985.9611.5121.2927.4637.6334.0845.7364.2662.2998.99139.29207.59315.51415.86683
5、.85705.6501002003004005006007008002006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 来源:statista2006-2022年亚马逊全球品牌价值(单位:十亿美元)消费者选择亚马逊的原因10%12%23%23%23%24%27%28%28%36%36%37%40%0%5%10%15%20%25%30%35%40%45%Easy to re-order or setup recurring ordersCoupons,discounts,and
6、incentivesGood return policyRegular customersFamiliarity with productsAmazon appProduct availability is better compared to in storesBrand selectionUser-friendly websiteAffordable product pricesHaving a Amazon Prime membershipFast deliveryLow shipping prices来源:statista 数据取样:2022年Q12022年美国消费者选择亚马逊购物的原
7、因亚马逊美国站价格变化2%3%3%3%4%5%5%6%6%7%11%0%2%4%6%8%10%12%14%Boys apparel Womens apparelMens apparelSporting goodsGirls apparelLuggageGroceryAppliancesPet suppliesElectronicsBeauty来源:statista 数据取样:2021年8月-2022年8月2021-2022年亚马逊美国站商品价格中位数涨幅亚马逊付费单位来源:Marketplace Pulse 市场:Amazon全球过去12个月亚马逊的付费单位销量亚马逊付费单位来源:Market
8、place Pulse 市场:Amazon全球亚马逊付费单位增长(亿美元)2018年2019年2020年2021年2022年国际站销售额658.7747.21044.21277.91180.1国际站销售占比32%31%30%31%27%北美站销售额1413.81707.72362.92798.43158.7总销售(亿美元)2072.52454.93407.14076.34338.8亚马逊国际站销售额-近5年来源:亚马逊各季度财报及Marketplace Pulse(亿美元)Net revenueOnline storesPhysical storesRetail third-party sel
9、ler servicesSubscriptionservicesAWSOther2017年1778.61083.558318.897.2174.646.52018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-Q11164.4511.2945.91253.3584.10184.4185.342022-Q21212.
10、3508.5547.21273.7687.16197.3998.232022-Q31271.0534.8946.94286.6689.03205.38108.12022-Q41492.0645.3149.57363.3991.89213.78128.062022全年5139.72200.04189.631177.16352.18800.96419.73亚马逊2022年全球净收入:Global net revenue of A来源:亚马逊各季度财报及Marketplace Pulse亚马逊第一方卖家销售额来源:亚马逊各季度财报及Marketplace Pulse来源:Marketplace Pu
11、lse 市场:Amazon全球亚马逊第三方卖家销售份额亚马逊第三方卖家销售份额亚马逊第三方卖家的服务销售来源:Marketplace Pulse 市场:Amazon全球亚马逊第三方卖家的服务销售(单位:十亿美元)亚马逊第三方卖家的服务销售来源:亚马逊各季度财报及Marketplace Pulse亚马逊自有品牌12131524405356771141542045351,3380 100 200 300 400 500 600 700 800 900 1,000 1,100 1,200 1,300 1,400 Daily RitualAmazon ElementsPinzon by AmazonM
12、ama BearAmazon CollectionAmazon Basic CareGoodthreadsSolimoPrestoAmazon CommercialSimple Joys by CartersAmazon EssentialsAmazon Basics来源:Marketplace Pulse 市场:Amazon全球亚马逊自有顶级品牌中进入过BS Top100的产品数量70099013421266133829238440939943302505007501000125015002018年2019年2020年2021年2022年in Top100in Top10亚马逊自有品牌Ama
13、zon Basic Best-Sellers的数量来源:Marketplace Pulse 市场:Amazon全球57%9%34%68%11%21%0%10%20%30%40%50%60%70%80%FBA onlyFBM onlyFBA and FBM2020年2022年亚马逊第三方卖家发货方式来源:statista 市场:Amazon全球2020年 vs 2022年亚马逊第三方卖家的发货方式亚马逊FBA费用年小号12盎司大号1磅大号3磅小号大件2018年$2.41$3.19$5.09$8.132019年$2.48$3.28$5.26$8.262020年$2.63$3.48$5.42$8.2
14、62021年$2.84$4.25$5.68$8.662022年$3.07$4.52$5.79$8.942022年4月$3.22$4.75$6.08$9.392022高峰期$3.43$5.06$6.60$10.442023年$3.58$4.75$6.39$9.73来源:Marketplace Pulse 市场:Amazon美国亚马逊FBA费用变化(单位:美元)亚马逊FBA费用0.0 2.5 5.0 7.5 10.0 12.5 201820192020202120222022年4月2022高峰期2023小号12盎司大号1磅大号3磅小号大件来源:Marketplace Pulse 市场:Amazon
15、美国亚马逊FBA费用变化(单位:美元)0.930.930.991.091.161.251.161.161.181.171.241.321.161.141.181.181.211.141.131.071.061.021.0600.20.40.60.811.21.4Jan21Feb21Mar21Apr21May21Jun21Jul21Aug21Sep21Oct21Nov21Dec21Jan22Feb22Mar22Apr22May22Jun22Jul22Aug22Sep22Oct22Nov22亚马逊广告来源:Marketplace Pulse 市场:Amazon美国美国站的平均点击成本(CPC)(单
16、位:美元)49.873.563.874.576.197.278.887.695.5115.640 50 60 70 80 90 100 110 120 2020 Q32020 Q42021 Q12021 Q22021 Q32021 Q42022 Q12022 Q22022 Q32022 Q4亚马逊广告来源:Marketplace Pulse 市场:Amazon全球亚马逊广告服务销售(单位:亿美元)亚马逊广告-25%0%25%50%75%100%2019Q12019Q22019Q32019Q42020Q12020Q22020Q32020Q42021Q12021Q22021Q32021Q42022
17、Q12022Q22022Q3AmazonFacebookGoogle来源:Marketplace Pulse 市场:Amazon全球亚马逊广告增长 vs Google,Facebook美国站 2023.01.02更新TotalTop 1%Top 5%Top 10%Top 25%Total(在售商品数,最大Sales Rank值)693,487,6736,934,87734,674,38469,348,767173,371,918Clothing,Shoes,&Jewelry207,204,1362,072,04110,360,20720,720,41451,801,034Home&Kitche
18、n115,379,8001,153,7985,768,99011,537,98028,844,950Books93,230,223932,3024,661,5119,323,02223,307,556Automotive34,368,385343,6841,718,4193,436,8398,592,096Sports&Outdoors33,546,340335,4631,677,3173,354,6348,386,585Tools&Home Improvement29,130,794291,3081,456,5402,913,0797,282,699Electronics21,113,299
19、211,1331,055,6652,111,3305,278,325Cell Phones&Accessories20,341,833203,4181,017,0922,034,1835,085,458Industrial&Scientific17,562,333175,623878,1171,756,2334,390,583Everything Else16,216,209162,162810,8101,621,6214,054,052Patio,Lawn,&Garden14,703,799147,038735,1901,470,3803,675,950Art,Crafts,&Sewing1
20、3,181,412131,814659,0711,318,1413,295,353Beauty&Personal Care12,220,967122,210611,0481,222,0973,055,242亚马逊各站点商品分级-美国站美国站 2023.01.02更新TotalTop 1%Top 5%Top 10%Top 25%Office Products10,337,235103,372516,8621,033,7242,584,309Health&Household9,694,24996,942484,712969,4252,423,562Toys&Games8,308,69783,087
21、415,435830,8702,077,174CDs&Vinyl7,940,11479,401397,006794,0111,985,029Pet Supplies7,584,57575,846379,229758,4581,896,144Movies&TV6,437,67164,377321,884643,7671,609,418Baby Products3,798,53037,985189,927379,853949,633Grocery&Gourmet Food3,640,46236,405182,023364,046910,116Handmade Products2,595,67325
22、,957129,784259,567648,918Musical Instruments2,235,80222,358111,790223,580558,951Appliances1,283,97112,84064,199128,397320,993Video Games1,215,76512,15860,788121,577303,941Software215,3992,15410,77021,54053,850亚马逊各站点商品分级-美国站英国站 2023.01.02更新TotalTop 1%Top 5%Top 10%Top 25%Total(在售商品数,最大Sales Rank值)258,
23、420,1732,584,20212,921,00925,842,01764,605,043Fashion54,769,918547,6992,738,4965,476,99213,692,480Books50,909,297509,0932,545,4655,090,93012,727,324Home&Kitchen34,781,939347,8191,739,0973,478,1948,695,485DIY&Tools12,738,129127,381636,9061,273,8133,184,532Electronics&Photo11,151,019111,510557,5511,11
24、5,1022,787,755Automotive10,057,501100,575502,8751,005,7502,514,375Sports&Outdoors9,887,00498,870494,350988,7002,471,751Clothing8,545,50085,455427,275854,5502,136,375Toys&Games7,068,59770,686353,430706,8601,767,149CDs&Vinyl5,349,92553,499267,496534,9931,337,481Garden5,186,69151,867259,335518,6691,296
25、,673Stationery&Office Supplies4,737,53547,375236,877473,7541,184,384Computers&Accessories4,686,65446,867234,333468,6651,171,664Home&Garden4,608,04046,080230,402460,8041,152,010Beauty4,424,51644,245221,226442,4521,106,129Pet Supplies3,724,55837,246186,228372,456931,140亚马逊各站点商品分级-英国站英国站 2023.01.02更新To
26、talTop 1%Top 5%Top 10%Top 25%Everything Else3,709,60037,096185,480370,960927,400Health&Personal Care3,620,80336,208181,040362,080905,201Shoes&Bags3,444,16034,442172,208344,416861,040Business,Industry,&Science2,641,35426,414132,068264,135660,339Lighting2,413,53124,135120,677241,353603,383Baby Product
27、s2,058,51520,585102,926205,852514,629Grocery1,911,01319,11095,551191,101477,753DVD&Blu-ray1,556,43715,56477,822155,644389,109Musical Instruments&DJ1,276,42712,76463,821127,643319,107PC&Video Games706,7267,06735,33670,673176,682Jewellry565,2985,65328,26556,530141,325Large Appliances542,3455,42327,117
28、54,235135,586Luggage526,6745,26726,33452,667131,669Handmade Products466,2004,66223,31046,620116,550Watches291,0592,91114,55329,10672,765Software63,2086323,1606,32115,802亚马逊各站点商品分级-英国站加拿大站 2023.01.02更新TotalTop 1%Top 5%Top 10%Top 25%Total(在售商品数,最大Sales Rank值)144,648,1521,446,4827,232,40814,464,81536,1
29、62,038Clothing,Shoes,&Accessories34,088,497340,8851,704,4253,408,8508,522,124Home&Kitchen29,353,839293,5381,467,6922,935,3847,338,460Books24,502,804245,0281,225,1402,450,2806,125,701Electronics9,225,15992,252461,258922,5162,306,290Tools&Home Improvement7,647,67976,477382,384764,7681,911,920Sports&Ou
30、tdoors6,835,83368,358341,792683,5831,708,958Automotive5,964,11659,641298,206596,4121,491,029Health&Personal Care3,104,06831,041155,203310,407776,017Everything Else2,946,35529,464147,318294,636736,589Patio,Lawn,&Garden2,923,94229,239146,197292,394730,986Beauty&Personal Care2,809,60628,096140,480280,9
31、61702,402亚马逊各站点商品分级-加拿大站加拿大站 2023.01.02更新TotalTop 1%Top 5%Top 10%Top 25%Toys&Games2,634,99726,350131,750263,500658,749Music2,602,63326,026130,132260,263650,658Pet Supplies2,307,61223,076115,381230,761576,903Office Products2,030,33620,303101,517203,034507,584Industrial&Scientific1,707,62317,07685,381
32、170,762426,906Movies&TV1,119,30411,19355,965111,930279,826Baby933,1569,33246,65893,316233,289Musical Instruments,Stage,&Studio670,6016,70633,53067,060167,650Grocery&Gourmet Food593,6135,93629,68159,361148,403Video Games477,6754,77723,88447,768119,419Handmade168,7041,6878,43516,87042,176亚马逊各站点商品分级-加拿
33、大站以上数据来源:cleartheshelf 17.87%22.47%23.86%25.84%26.29%30.06%35.15%39.85%46.10%44.03%41.55%43.00%45.66%0%5%10%15%20%25%30%35%40%45%50%Jan17Jul17Jan18Jul18Jan19Jul19Jan20Jul20Jan21Jul21Jan22Jul22亚马逊中国卖家来源:Marketplace Pulse 市场:Amazon全球亚马逊顶级卖家中中国卖家的市场份额亚马逊中国卖家来源:Marketplace Pulse 市场:Amazon全球中国卖家在亚马逊卖家评论中
34、的份额亚马逊中国卖家关注的站点取样:卖家精灵 关键词反查 2022年下半年(6个月)随机取样:卖家精灵 关键词反查 2022年12月第2周54.8%10.9%9.5%6.4%5.4%4.7%4.5%3.8%0.1%0%10%20%30%40%50%60%USDEUKJPFRCAITESIN58.2%10.8%9.0%5.4%5.0%4.1%4.0%3.3%0.1%0%10%20%30%40%50%60%70%USDEUKJPFRITCAESIN站点查询次数占比亚马逊中国卖家占比站点卖家数量中国卖家中国卖家占比美国1,170,467614,43152.5%德国224,800129,21057.5
35、%西班牙169,816103,53161.0%法国201,128120,76260.0%意大利184,317110,42559.9%日本263,621126,58048.0%英国267,186136,70251.2%来源:卖家精灵 大数据选品亚马逊中国卖家关注的类目-美国站37.4%15.2%7.1%7.1%5.1%4.0%4.0%3.0%3.0%3.0%3.0%2.0%2.0%2.0%1.0%1.0%0%5%10%15%20%25%30%35%40%Home&KitchenBeauty&Personal CarePatio,Lawn&GardenTools&Home ImprovementH
36、andmade ProductsClothing,Shoes&JewelryElectronicsArts,Crafts&SewingAutomotiveCell Phones&AccessoriesSports&OutdoorsMusical InstrumentsOffice ProductsToys&GamesHealth&HouseholdPet Supplies来源:卖家精灵 关键词反查 市场:Amazon美国查询次数Top100 ASIN的所属类目亚马逊中国卖家关注的类目-德国站35.0%14.0%9.0%6.0%5.0%5.0%5.0%5.0%4.0%2.0%2.0%2.0%2.
37、0%2.0%1.0%1.0%0%5%10%15%20%25%30%35%40%Kche,Haushalt&WohnenSpielzeugBeleuchtungBaumarktBrobedarf&SchreibwarenDrogerie&KrperpflegeGartenSport&FreizeitFashionAuto&MotorradBeautyElektronik&FotoGewerbe,Industrie&Musikinstrumente&DJ-Computer&ZubehrHaustier来源:卖家精灵 关键词反查 市场:Amazon德国查询次数Top100 ASIN的所属类目亚马逊中
38、国卖家关注的类目-日本站26.5%13.3%12.2%10.2%9.2%7.1%4.1%3.1%3.1%3.1%3.1%2.0%2.0%1.0%0%5%10%15%20%25%30%用品車家電文房具用品DIY工具周辺機器药店来源:卖家精灵 关键词反查 市场:Amazon日本查询次数Top100 ASIN的所属类目亚马逊中国卖家关注的类目-加拿大站23.2%23.2%11.1%8.1%6.1%6.1%5.1%5.1%3.0%3.0%3.0%1.0%1.0%1.0%0%5%10%15%20%25%Home&KitchenAutomotiveBeauty&Personal CareTools&Home ImprovementSports&OutdoorsClothing,Shoes&Office ProductsHealth&Personal CareToys&GamesPatio,Lawn&GardenMusical Instruments,StagePet SuppliesElectronicsBaby来源:卖家精灵 关键词反查 市场:Amazon加拿大查询次数Top100 ASIN的所属类目