2025年度亚马逊数据报告

2025年度Amazon2025DataReportCONTENTS01P3–1201P3–12全球市场与平台规模总览OverviewOverviewofGlobalMarketandPlatformScale02P14-25卖家生态与竞争格局02P14-25SellerEcosystemandCompetitiveLandscape中国卖家画像Profile中国卖家画像ProfileofChineseSellers03P27-35市场机会评估Market市场机会评估MarketOpportunityAssessment04P37-492025经营与流量渠道要点（附销售排行参考）2025经营与流量渠道要点（附销售排行参考）KeyPointsfor2025BusinessOperationsandTrafficChannels05P51-592Amazon'sglobalsite:Covers23markets3CoreMarketvs.EmergingMarket:AmazonSiteStratification4各站点访问量：看“流量盘子”与“增长势能”（2024.12vs2025.12）Sitetrafficvolume:Check"trafficpiechart"and"growthpotential"5亚马逊主要市场年度净销售额（2014–2024）AnnualnetsalesofAmazon'smainmarkets6DistributionofAmazon'sNetSalesRevenue(byRegion)7Amazon'snetsalesrevenuestructure(bybusinessscope)8ThesalesshareofAmazon'sthird-partysellershascontinuedtorise.9Amazon'sglobalGMV:Third-partyremainsthemaindriver,growthhasenteredastablestate. 10亚马逊正在成为“竞争者增长的基础设施层”Amazonisbecomingthe"infrastructurelayerforcompetitorgrowth"11 12CONTENTS01P3-12全球市场与平台规模总览01P3-12OverviewofGlobalMarketandPlatformScale02P14–2502P14–25卖家生态与竞争格局SellerSellerEcosystemandCompetitiveLandscape中国卖家画像Profile中国卖家画像ProfileofChineseSellers03P27-35市场机会评估Market市场机会评估MarketOpportunityAssessment04P37-492025经营与流量渠道要点（附销售排行参考）2025经营与流量渠道要点（附销售排行参考）KeyPointsfor2025BusinessOperationsandTrafficChannels05P51-5913ThenumberofAmazonsellersregisteringhasreachedanall-timelow(fornewsellersontheUSsite)14TheexternalcompetitivepressureinAmazon'scoremarket(TikTokShop) 15新卖家突围：从“搜索算法”到“注意力经济”NewSellersBreakthrough:From"SearchAlgorithm"to"AttentionEconomy" 16KeyTrend#1:EntrepreneurialAdvantage17KeyTrend#2:TheParadoxofCompetition18KeyTrend#2:TheParadoxofCompetition19KeyTrend#3:Long-Termism20KeyTrend#3:Long-Termism.在亚马逊全球市场中，日本卖家留存率最高：经营5年以上仍活跃的卖家占比领先(21KeyTrend#4:ExpansionHesitation22KeyTrend#4:ExpansionHesitation23KeyTrend#5:China'sDominantPosition24KeyTrend#5:China'sDominantPosition,关税是基于更低的制造成本。25CONTENTS01P3-12全球市场与平台规模总览01P3-12OverviewofGlobalMarketandPlatformScale02P14-25卖家生态与竞争格局02P14-25SellerEcosystemandCompetitiveLandscape03P27–3503P27–35ProfileProfileofChineseSellers市场机会评估Market市场机会评估MarketOpportunityAssessment04P37-4905P51-592025经营与流量渠道要点（附销售排行参考）05P51-59KeyPointsfor2025BusinessOperationsandTrafficChannels26各站点中国卖家占比：多数核心站点已“过半”TheproportionofChinesesellersateachsite:Mostcoresiteshavealreadyreached"morethanhalf"27TheUnitedStatesremainsatthetop,butthepopularityiswaning.28中国卖家关注类目（美/德/英/加）Chinesesellers'attentiontocategories(US/DE/UK/CA)29中国卖家关注类目（美/德/英/加）Chinesesellers'attentiontocategories(US/DE/UK/CA)30TikTok达人主要带货类目（美/英/日）ThemainproductcategoriesforTikTokinfluencers(intheUS,UK,andJapan)场景”31TikTok内容主要类型（美/加/英/日）MaintypesofcontentonTikTok(US/Canada/UK/Japan)壳32TikTok内容主要类型（美/加/英/日）MaintypesofcontentonTikTok(US/Canada/UK/Japan)33DistributionofChinesesellers:Highconcentrationinindustrialzones34产业带地图：把“选品”落到“供应链线索”IndustrialBeltMap:Translate"SelectionofProducts"into"SupplyChainC35CONTENTS01P3-12全球市场与平台规模总览01P3-12OverviewofGlobalMarketandPlatformScale02P14-25卖家生态与竞争格局02P14-25SellerEcosystemandCompetitiveLandscape中国卖家画像Profile中国卖家画像ProfileofChineseSellers03P27-3504P37–4904P37–49MarketMarketOpportunityAssessment05P51-592025经营与流量渠道要点（附销售排行参考）05P51-59KeyPointsfor2025BusinessOperationsandTrafficChannels36Coremarketopportunityscore:Focusonthesite,notjusttheGMV计算方式：按四个卖家收入层级计算GMV（成交总37Coremarketopportunityscore:Focusonthesite,notjusttheGMV38Opportunityranking#1:TheUSstation39Opportunityranking#2:JapanStation40Opportunityranking#3:GermanStation41Opportunityranking#4:TheUKstation42Opportunityranking#5:CanadaStation43Opportunityranking#6:TheFrenchGrandPrix44Opportunityranking#7:ItalyStation45Opportunityranking#8:MexicoStation46Opportunityranking#9:SpainStation47Opportunityranking#10:BrazilStation48Opportunityranking#11:IndiaStation.49CONTENTS01P3-13全球市场与平台规模总览01P3-13OverviewofGlobalMarketandPlatformScale02P15-26卖家生态与竞争格局02P15-26SellerEcosystemandCompetitiveLandscape中国卖家画像Profile中国卖家画像ProfileofChineseSellers03P28-36市场机会评估Market市场机会评估MarketOpportunityAssessment04P38-492025经营与流量渠道要点2025经营与流量渠道要点KeyPointsfor2025BusinessOperationsandTrafficChannels05P51–595051Tariffsdidnotdampentheholidayseason;onlineconsumptionco52Thedecadeofturmoilhascometoanend,and5-10%hasbecomethenewnorma53TheexternalsocialmediareferralstructureofA:YouTubeleadsthewayalone.站外“内容型引流”优先级非常清晰：YouTube（测评/对比/教程/开箱）=主战场；545556附销售排名参考（美/加/英/墨）Attachedisthesalesrankingreference(fortheUnitedStates,Canada,theUnitedKi