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卖家精灵&云雅智库：亚马逊2023年度数据报告（51页）.pdf

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卖家精灵&云雅智库：亚马逊2023年度数据报告（51页）.pdf

1、1目录CONTENTS01亚马逊全球市场概况02亚马逊平台的发展与变化03亚马逊销量及销售额分布04亚马逊卖家及类目数据2全球访问量最大的在线市场来源：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（单位：百万次访问量）3美国部分电商平台Web端访问量来源：Simi

2、larWeb 数据取样：2023年11月Shein、Temu、AliExpress的Web端流量4Shein迫使亚马逊降低卖家费用来源：Marketplace Pulse5亚马逊的市场份额亚马逊在美国零售（包括所有实体店）、电子商务领域和电子商务平台的份额4%of Retail40%of E-commerce80%of Marketplaces来源：Marketplace Pulse6全球购物者最近一次跨境购物的在线平台来源：SimilarWeb 数据取样：2023年9月41 个国家/地区的 32,510 名受访者7目录CONTENTS01亚马逊全球市场概况02亚马逊平台的发展与变化03亚马逊

3、销量及销售额分布04亚马逊卖家及类目数据8亚马逊全球站点-21个站点来源：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 美国日本德国英国印度加拿大法国意大利巴西西班牙2022年12月2023年12月亚马逊各站点访问量（2023年12月）10单位：百万来源：SimilarWeb 市场：Amazon全球亚马逊各站点访问量（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 墨西哥澳大利亚土耳其荷兰阿联酋波兰瑞典埃及沙特阿拉伯新加坡比利时2022年12月2023年12月11单位：百万来源：SimilarWeb 市场：Amazon全球亚马逊增长最快的市场来源：SimilarWeb0%50%100%150%200%250%墨西哥澳大利亚巴西2020-2023年亚马逊Web端流量增长12来源：statista 数据取样：2023年第四季度全球零售网站访问量和订单分布（按

5、设备）78%66%20%33%2%1%0%20%40%60%80%100%120%Traffic shareOrder shareSmartphoneDesktopTablet智能手机、电脑、平板端的流量和订单分布13来源：statista 数据取样：2023年12月亚马逊的社交媒体流量来源58.93%10.67%9.76%8.28%2.63%0%10%20%30%40%50%60%社交媒体给亚马逊的引荐流量占比（结合桌面和移动网络；排除app）14来源：Marketplace Pulse亚马逊与TikTok15来源：Marketplace Pulse亚马逊与Facebook、Instagr

6、am16目录CONTENTS01亚马逊全球市场概况02亚马逊平台的发展与变化03亚马逊销量及销售额分布04亚马逊卖家及类目数据17(亿美元)2019年2020年2021年2022年2023年国际站销售额747.21044.21277.91180.11312.0国际站销售占比31%30%31%27%27%北美站销售额1707.72362.92798.43158.73528.3总销售(亿美元)2454.93407.14076.34338.84840.3亚马逊销售额分布-近5年来源：亚马逊各季度财报及Marketplace Pulse18(亿美元)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亚马逊2023年全球净收入：Global net revenue of A来源：亚马逊各季度财报及Marketplace Pulse19亚马逊20

9、23年全球净收入（按季度划分）0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Q118Q218Q318Q418Q119Q219Q319Q419Q120Q220Q320Q420Q121Q221Q321Q421Q122Q222Q322Q422Q123Q223Q323Q423Online storesPhysical storesRetail third-party seller sevicesSubscription servicesAWS来源：Marketplace Pulse 市场：Amazon全球亚马逊2023年全球净收入（单位：百

10、万美元）20亚马逊第三方卖家销售份额亚马逊第三方卖家销售份额来源：Marketplace Pulse 市场：Amazon全球21亚马逊第一方卖家和第三方卖家5222324722729299884360842404909178340 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 2002242025202620271P sales3P sales2018-2027年净销售额预测（单位：亿美元）来源：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23亚马逊中国卖家亚马逊美国卖家来源：Marketplace Pulse 市场：Amazon全球24亚马逊顶级卖家中美国卖家的市场份额按卖家加入年份划分的亚马逊市场份额来源

12、：Marketplace Pulse 市场：Amazon全球25亚马逊卖家的总费用亚马逊卖家费用支出占比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%200022亚马逊从卖家收入中的抽成佣金、配送、仓储、广告以及其它费用来源：Marketplace Pulse 市场：Amazon全球26亚马逊公开销售数据来

13、源：亚马逊前台/卖家精灵插件27亚马逊部分品类的销量预测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年的销量分布预测来源：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年亚马逊增长最快的产品品类（按复合年增长率计算）28亚马逊美国站销量最高的购物活动来源：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年亚马逊美国站购物活动销量分布29购物者在Prime Day购买的主要产品品类来源：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年亚马逊美国站会员日购物者购买的主要产品品类30亚马逊Prime Day美国热门品类销售额同比增长来源：statista 亚马逊Prime Day美国热门品类销售额同比增长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目录CONTENTS01亚马逊全球市场概况02亚马逊平台的发展与变化03亚马逊销量及销售额分布04亚马逊卖家及

17、类目数据32亚马逊中国卖家关注的站点取样：卖家精灵关键词反查 2023年12月站点查询次数占比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%美国英国德国加拿大法国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%美国德国英国加拿大法国意大利西班牙日本印度取样：卖家精灵关键词反查 2023年12月第1周33亚马逊中国卖家关注站点变化取样：卖家精灵关键词反查 2022年

18、VS 2023年站点查询次数占比变化（每个站点查询人次均上升，但不同站点关注格局发生变化）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%美国英国德国加拿大法国意大利西班牙日本印度2022202334美国站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Totals（在售商品数，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亚马逊各站点商品分级-美国站35美国站 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亚马逊各站点商品分级-美国站36英国站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Total（在售商品数，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亚马逊各站点商品分级-英国站37英国站 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亚马逊各站点商品分级-英国站38德国站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Totals（在售商品数，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亚马逊各站点商品分级-德国站39德国站 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亚马逊各站点商品分级-德国站40加拿大站 2024.01.01更新TotalTop 1%Top 5%Top 10%Top 25%Totals（在售商品数，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亚马逊各站点商品分级-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亚马逊各站点商品分级-加拿大站以上数据来源：cleartheshe

39、lf 42亚马逊中国卖家关注的类目-美国站来源：卖家精灵关键词反查市场：Amazon美国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查询TOP100 ASIN所属类目类目翻译（按顺序）平均价格家庭与厨房$32.36 美容与个人护理$10.67 服装、鞋类和珠宝$30.23 艺术、手工艺和缝纫$30.19 运动与户外$14.64 汽车$73.99 工具与家庭装修$165.24 工业与科学$12.59 办公用品$72.40 玩具与游戏$21.04 健康与家居$21.83 电子产品$13.99 手机及配件$19.99 庭院、草坪和花园$89.99 43亚马逊市场洞察：产品

41、属性分析（选例）44来源：Shulex VOC（亚马逊美国站TOP100中Under-Bed Storage商品）细分市场情况来源：Shulex VOC（亚马逊美国站TOP100中Under-Bed Storage商品）亚马逊用户洞察：产品体验分析（选例）45产品体验及星级影响情况亚马逊中国卖家关注的类目-英国站查询TOP100 ASIN所属类目类目翻译（按顺序）平均价格医疗用品和设备9.99家居饰品15.30行李和旅行装备13.42男士11.46健身19.02配饰8.58工艺品9.88烹饪与餐饮11.39女装17.63钢笔、铅笔及书写用品8.99修指甲和修脚15.99办公用品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来源：卖家精灵关键词反查市场：Amazon英国46亚马

43、逊中国卖家关注的类目-德国站查询TOP100 ASIN所属类目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类目翻译（按顺序）平均价格五金店17.65 乐器和 DJ 设备11.99 厨房、家居和生活用品14.14 时尚12.06 玩具和游戏16.77 化妆品12.32 运动与休闲18.29 电脑及配件10.79 电子产品与照片34.40 贸易、工业和科学19.32 办公用品及文具9.99 药店与身体护理16.99 园艺与花园7.49 婴儿用品6.99 汽车与摩托车10.99 来源：卖家精灵关键词反查市场：Amazon德国47亚马逊中国卖家关注的类目-加拿大站查询TOP100 ASIN所属类目类目翻译（按顺序）平

45、均价格汽车CDN$26.52 家居与厨房CDN$20.63 服装、鞋及配件CDN$25.79 工具和家庭装修CDN$29.15 宠物用品CDN$19.72 办公用品CDN$17.10 健康与个人护理CDN$21.54 电子产品CDN$19.19 婴儿用品CDN$13.06 美容及个人护理CDN$24.32 运动与户外CDN$35.95 玩具与游戏CDN$58.63 工业与科学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来源：卖家精灵关键词反查市场：Amazon加拿大48亚马逊中国卖家占比来源：卖家精灵大数据选品49站点卖家数量中国卖家中国卖家占比中国卖家数量同比2022美国1,791,608 963,626 53.8%+56.8%加拿大6

47、47,878 50,553 7.8%-英国381,694 190,757 50.0%+39.5%日本366,833 187,421 51.1%+48.1%德国315,724 184,302 58.4%+42.6%法国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%-澳大利亚53,387 5,081 9.5%-阿联酋30,018 4,730 15.8%-巴西17,443 824 4.7%-亚马逊中国卖家在各站点的生态来源：卖

48、家精灵大数据选品0%10%20%30%40%50%60%70%80%0%10%20%30%40%50%60%70%加拿大日本英国美国法国墨西哥西班牙意大利德国市场份额（销量占比）卖家规模（数量占比）份额高规模大份额高规模小份额低规模小份额低规模大 50亚马逊中国卖家的省份和城市分布来源：卖家精灵大数据选品TOP城市深圳福州广州泉州东莞宁波上海佛山杭州重庆郑州莆田金华汕头北京成都武汉南京长沙温州厦门中山排名顺序：从上到下-从左到右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%重庆河北北京广西四川上海山西安徽山东湖北江西湖南江苏河南福建浙江广东亚马逊中国卖家的省份分布

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