2024亞馬遜賣家狀況報告

TheStateoftheAmazonSeller2024|1TableofContentsCh.1Ch.2Ch.3Ch.4SellingonAmazonin2024/3?Bythenumbers?TimelineofAmazon?EcommerceexpansionPlans,Goals&Challenges/8?Typesofsellers&businesses?Profleofaseller:Demographics?2024plans&goals?CommonchallengesBusinessModels&Strategies/15?Amazonbusinessmodels?Fulfllmentmethods:FBAvs.FBMTrendingProducts&Categories/18Ch.5Ch.6Ch.7Sales&Proftability/24?Sales:Monthly,lifetimeaverages?Profts:StrengtheningmarginsWhatitTakestoSellonAmazon/29?Time&money?Marketinginvestments&advertisingspend?Motivation&successfactorsAbouttheReport/38?Methodology?Usingthedata?JungleScout:LeadingAmazonMarketIntelligenceTools?Amazonproductcategories?Sourcing?Productvolume?Pricing01.SELLINGONAMAZONIN2024Chapter1SellingonAmazonin2024Bythenumbers1.Amazon10-Qfling2.eTail3Similarweb4.JungleScoutQ42023ConsumerTrendsReport5.Webretailer6.AmazonSmallBusinessEmpowermentReport7.AmazonBrandProtection8.AmazonblogpostTheStateoftheAmazonSeller2024|301.SELLINGONAMAZONIN2024TimelineofAmazonTheStateoftheAmazonSeller2024|401.SELLINGONAMAZONIN2024Ecommerceexpansion電商拓張的渠道近年來，采用全渠道商業(yè)戰(zhàn)略的品牌和賣家數(shù)量不斷增加。2023年，有60%的亞馬遜賣家、品牌和企業(yè)在至少一個其他渠道上銷售。像沃爾瑪這樣長期的實體店領(lǐng)導(dǎo)者繼續(xù)加強他們的電子商務(wù)平臺，而去年推出的Note:Respondentscouldselectmultipleoptions;therefore,percentagesdonotequal100%Note:Respondentscouldselectmultipleoptions;therefore,percentagesdonotequal100%20%的賣家預(yù)計2024年會選擇1.Shopify-36%2.Walmart-36%3.eBay-33%ebay4.Etsy-22%5.TikTokShop-20%Note:Respondentscouldselectmultipleoptions;therefore,percentagesdonotequal100%1.Walmart-41%2.eBay-39%ebay3.Instagram-29%4.Alibaba-29%5.SHEIN-22%Note:Respondentscouldselectmultipleoptions;therefore,percentagesdonotequal100%TheStateoftheAmazonSeller2024|501.SELLINGONAMAZONIN2024Globalmarketplaces全球市場去年，亞馬遜在智利、哥倫比亞、尼日利亞和南非推出新市場的計劃被推遲，使得2023年成為了6年來首次沒有新的預(yù)計將于2024年上半年推出。46%TheStateoftheAmazonSeller2024|601.SELLINGONAMAZONIN2024Techtrends:AIspotlight2023年是人工智能的年代，涌現(xiàn)出了各種工具，可以幫預(yù)計在2024年，電子商務(wù)管理中采用人工智能工具的速48%Lessthan1%-voicesearch,virtualtry-on&othercustomerexperiences,promotionalplanning,predictiveanalytics&forecasting,analyzingreviews,andother**Otherincludestranslation,paymentprocessing,andpackagingdesign,amongothertasksAI評論分析TryJungleScoutAITheStateoftheAmazonSeller2024|702.2024PLANS,GOALS&CHALLENGESChapter22024Plans,Goals&ChallengesTypesofsellersandbusinesses“Amazonseller”oftenreferstothethird-party(3PsellerswhogenerateoverhalfofAmazon’sannualecommercesales.Buttherearealsofrst-party(1PsellerswhoselltheirproductstoAmazonasavendor.作為供應(yīng)商向亞馬遜銷售產(chǎn)品，使用供應(yīng)商中心VC3P第三方賣家在亞馬遜平臺上銷售產(chǎn)品，使用賣家中心SCIn2024,亞馬遜賣家類型如下：亞馬遜中小賣家與大型企業(yè)賣家（品牌商&零售商）也存在不同。?Soloentrepreneursandsmalltomidsizebusinesses(SMBs)thatsellproductsonAmazon?Lessthan$2millioninannualrevenue?Largebrands,retailers,orparentcompanies(encompassingmultiplebrands)thatselltheirproductsonAmazon?$5millionormoreinannualrevenue?50%are3Psellers65%而亞馬遜中小賣家只有17%TheStateoftheAmazonSeller2024|802.2024PLANS,GOALS&CHALLENGES各種背景、技能和興趣的人都可以在亞馬遜上找到成功。本報告中的數(shù)據(jù)涵蓋了來自20多個國家、年齡在18AgeLocation*Allothercountries=1%orless.*OthercountriesincludeAmericanSamoa,Guam,NorthernMarianaIslands,PuertoRico,and/orU.S.VirginIslandsU.S.marketspotlightStateswheresellersand/ortheirbusinessesarelocated:California-18%Florida-12%NewYork-6%Texas-7%Wyoming-5%U.S.marketspotlightStateswheresellersand/ortheirbusinessesarelocated:California-18%Florida-12%NewYork-6%Texas-7%Wyoming-5%Washington-3%NewJersey-3%Delaware-3%Georgia-3%Illinois-3%Ohio-3%Colorado-2%Maryland-2%NorthCarolina-2%Pennsylvania-2%Virginia-2%Allotherstates=1%orless.TheStateoftheAmazonSeller2024|902.2024PLANS,GOALS&CHALLENGESGender*Note:Numbersmaynotequal100%duetoroundingEducationEmploymentofofAmazonsellersandSMBsowntwoormorebrands.52%ofAmazonsellershaveothersidejobsorsidehustlesoutsideofsellingonlineTheStateoftheAmazonSeller2024|1002.2024PLANS,GOALS&CHALLENGES2024plans&goals隨著電子商務(wù)的擴張，亞馬遜企業(yè)也在緊隨其后。超過一半的企業(yè)計TopfocusTopfocusareasin2024:大型企業(yè)賣家（品牌商4尋找供應(yīng)商5獲取客戶評價6收集競爭情報7拓展到其他電子商務(wù)平臺或在線渠道8拓展到實體店鋪9進口產(chǎn)品和管理國際貿(mào)易23Topfocusareasin2024:亞馬遜中小賣家 2233445566778899TheStateoftheAmazonSeller2024|1102.2024PLANS,GOALS&CHALLENGESGoalsforAmazonsaleschannelsin2024GoalsforAmazonsaleschannelsin2024Top2024focusareasbybusinessfunction跟蹤FBA存儲空間的可用性和費用PPC管理為新產(chǎn)品設(shè)置PPC廣告系列TheStateoftheAmazonSeller2024|1202.2024PLANS,GOALS&CHALLENGESCommonchallenges對于中小賣家而言，獲取客戶評價和產(chǎn)品研究是排名最高的挑戰(zhàn)，而對于大型企業(yè)賣家（品牌和零售商）而言，則是品Top10Top10businesschallengesin2024:亞馬遜中小賣家管理PPC廣告 2233445566778899嘗試新的營銷策略和管理PPC廣告是中小企業(yè)賣家面臨的前十大業(yè)務(wù)挑戰(zhàn)之Top10Top10businesschallengesin2024:大型企業(yè)賣 2233445566778899TheStateoftheAmazonSeller2024|1302.2024PLANS,GOALS&CHALLENGES在2024年，與去年一樣，不斷上漲的成本仍然是亞馬遜賣家、品牌和企業(yè)的主要關(guān)注點。超過三分之一的人表示他們擔(dān)心廣告、運輸和商品成本的3商品成本上漲4競爭加劇導(dǎo)致價格下降5倉儲費用上漲6亞馬遜調(diào)整搜索結(jié)果以支持付費結(jié)果而不是有機結(jié)果8亞馬遜的政策和服務(wù)條款變更9繼續(xù)需要更多資金以有效在線銷售 2745%TheStateoftheAmazonSeller2024|1403.BUSINESSMODELS&STRATEGIESChapter3BusinessModels&Strategies品牌和賣家如何經(jīng)營他們的亞馬遜業(yè)務(wù)？有些人銷售來自多個品牌的熱門產(chǎn)擇的業(yè)務(wù)模式可能取決于各種因素，但一個成功的模式有兩個基Amazonbusinessmodels對于大型企業(yè)賣家（品牌和零售商）而言，亞馬遜只是廣泛零售業(yè)務(wù)的一蓋在線和實體渠道。對于中小企業(yè)賣家而言，亞馬遜可能是他們銷售產(chǎn)亞馬遜在大型企業(yè)賣家（品牌或零售商）整體銷售策略中的角色差異業(yè)來說，它負責(zé)大部分年度銷售額；對于其他企業(yè)來說，它用于品）：作為我們直接面向消費者的網(wǎng)站的補充，主要是為了增加曝光-34%對于季節(jié)性銷售和特定促銷活動至關(guān)重要-33%我們的主要零售渠道，大部分銷售在此發(fā)生75%在更廣泛發(fā)布之前，用作新產(chǎn)品的試驗場-3Note:Respondentscouldselectmultipleoptions;therefore,percentagesdonotequal100%TheStateoftheAmazonSeller2024|1503.BUSINESSMODELS&STRATEGIES2最佳利潤率3市場份額增長4實現(xiàn)目標廣告投資回報率5客戶評價和評分ratings*Rankedfromhighesttolowestbythepercentageofrespondentswhosaytheyuseeachmetrictomeasuresuccess.私有標簽是賣家最常見的銷售模式，但并不是亞馬遜上唯上，對于有抱負的創(chuàng)業(yè)者來說，通過采取不同的路線，比如零售ReadReadmoreTheStateoftheAmazonSeller2024|1603.BUSINESSMODELS&STRATEGIESFulfillmentmethodsFBA）是亞馬遜賣家和品牌最流行的履行方法。Merchant，簡稱FBM）。值得注意的是，過去一年中，F(xiàn)BA和FBM的使用率分別減少了3%和9%。亞馬遜履行服務(wù)（FBA）：賣家履行（FBM）：LearnmoreLearnmoreWhichfulfllmentmethodsdoAmazonsellers,brands,andbusinessesprefer?OfthetotalnumberofsellersusingeitherFBA,FBM,orboth:TheStateofWhichfulfllmentmethodsdoAmazonsellers,brands,andbusinessesprefer?OfthetotalnumberofsellersusingeitherFBA,FBM,orboth:TheStateoftheAmazonSeller2024|1704.TRENDINGPRODUCTS&CATEGORIESChapter4TrendingProducts&Categories）？Amazonproductcategories你幾乎可以在亞馬遜上找到任何產(chǎn)品，從食品雜貨到數(shù)字圖書再到汽車。對于中小企業(yè)賣家來說，家居和廚房是銷售最多的類別。而對于企業(yè)品牌和零售商來說，家TopAmazonproductcategoriesfor中小企業(yè)賣家TopAmazonproductcategoriesfor大型企業(yè)賣家（品牌商&零售商） 1Home&Kitchen2Beauty&PersonalCare3Clothing,Shoes&Jewelry4Toys&Games5Health,Household&BabyCare1Appliances2Beauty&PersonalCare3Clothing,Shoes&Jewelry4Arts,Crafts&Sewing5AutomotivePartsExploreJungleScoutCobaltdataonExploreJungleScoutCobaltdataonsalestrends,leadingbrands,popularproducts,andmoreforspecifcAmazoncategoriesinourfreereports.Readmore>Downloadnow>Explorethedata>Getacopy>04.TRENDINGPRODUCTS&04.TRENDINGPRODUCTS&CATEGORIESYoYchangeCategory20232024YoYchangeCategory20232024T6%1.Home&T6%T4%2.T4%2.Beauty&PersonalCare3.Clothing,Shoes&Jewelry20%20%0%4.4.Toys&Games5.Health,Household&BabyCare17%17%0%6.Baby6.Babyv6%7.v6%8.Sports&Outdoors8.Sports&Outdoors0%v7%9.v7%10.Books10.Books11.Grocery&GourmetFood13%13%0%12.OffceProducts12.OffceProducts0%T8%13.PetT8%8%14.Tools&Home8%14.Tools&HomeImprovement15.Appliances12%12%16.Garden&16.Garden&Outdoor0%17.CellPhone&Accessories10%10%0%18.Apps&18.Apps&Games0%v20%v20%20.20.Computers21.Handmade6%6%0%22.Collectibles&FineArt22.Collectibles&FineArt0%23.Industrial&Scientifc5%5%0%24.CDs&Vinyl24.CDs&Vinyl0%33%25.Luggage&Travel33%26.26.VideoGames4%4%0%27.Other3%3%0%TheStateoftheAmazonSeller2024|1904.TRENDINGPRODUCTS&CATEGORIESSourcing中國仍然是各種規(guī)模的亞馬遜業(yè)務(wù)的主要供應(yīng)國。然而，隨著海亞馬遜產(chǎn)品的TOP供應(yīng)國TheStateoftheAmazonSeller2024|2004.TRENDINGPRODUCTS&CATEGORIESProductvolume在亞馬遜上，大多數(shù)賣家、品牌和企業(yè)業(yè)務(wù)（89%）銷售50個或更少的產(chǎn)品，但是中小企業(yè)和大型企業(yè)賣家（品牌商&零售商）的產(chǎn)品目錄規(guī)模之間存在顯著差距。超過75%的中小企業(yè)賣家在亞馬遜上提供的產(chǎn)品少于10個，而近40%的大型企業(yè)賣家（品牌和零售商）銷售的產(chǎn)品超過100個。TheStateoftheAmazonSeller2024|2104.TRENDINGPRODUCTS&CATEGORIESPricing在為他們的產(chǎn)品定價時，企業(yè)品牌和賣家必須權(quán)衡生產(chǎn)、運輸和營銷的成本，以及競爭對手的收費和消許多人使用三分之一法則：將產(chǎn)品銷售價格的三分之一用于產(chǎn)品本身，支付三分之一的亞馬遜費用，一作為收入。.價在$16and$50之間。TheStateoftheAmazonSeller2024|2202.AMAZONSELLERS:THEBASICSCobalt-您亞馬遜增長的秘密武器“CobaltisavaluabletoolforanyAmazonbrandorvendor.”MARIELAWSONJungleScoutCobalt“CobaltisavaluabletoolforanyAmazonbrandorvendor.”MARIELAWSON“Cobalthasbeenfantasticforwhenweneedtoprovideanswerstostakeholders.”“Cobalthasbeenfantasticforwhenweneedtoprovideanswerstostakeholders.”RetailInsights整合了來自多個SellerCentral和VendorCentral賬戶的數(shù)據(jù)，呈現(xiàn)在統(tǒng)一的數(shù)據(jù)報表上，使跟蹤績效WAH衛(wèi)“CobaltgivesfullvisibilityofourperformanceonAmazon.”LAURATAYLORWAH衛(wèi)“CobaltgivesfullvisibilityofourperformanceonAmazon.”LAURATAYLOR有價值的見解和建議，用于優(yōu)化廣告活動并“Cobalthasunlockedmanypossibilitiesforourteam.”“Cobalthasunlockedmanypossibilitiesforourteam.”SeehowCobaltcanmakeAmazonmarketresearch,reporting,andadmanagementeasierforyourteam.KIRKSeehowCobaltcanmakeAmazonmarketresearch,reporting,andadmanagementeasierforyourteam.BookademoTheStateoftheAmazonSeller2024|2305.SALES&PROFITABILITYChapter5Sales&ProitabilityTheStateoftheAmazonSeller2024|2405.SALES&PROFITABILITYSalesAveragemonthlysalesAmazonSellers&SMBsEnterpriseBrands&Retailers52%ofAmazonsellersreportsales52%ofAmazonsellersreportsalesabove$1,000/month30%ofAmazonsellersreportsalesabove$5,000/month63%ofbrandsandretailersreportsalesabove$100,000/month40%ofbrandsandretailersreportsalesabove$500,000/monthTheStateoftheAmazonSeller2024|2505.SALES&PROFITABILITYLifetimesalesAmazonSellers&SMBsEnterpriseBrands&RetailersSeeallofyourAmazSeeallofyourAmazonperformancedatainoneplace.TheStateoftheAmazonSeller2024|2605.SALES&PROFITABILITYProfts超過一半的亞馬遜賣家和中小型企業(yè)（57%）的凈利潤率超過10%，超過三分之二（了相同的情況。超過一半（54%）的品牌和零售商的利潤率超過20%。25%moresellers,brands,andbusinessessawproftsfromAmazonsalesincreasein2023comparedtothepreviousyear.Note:DatainthissectionrepresentsgrossproftmarginAmazonproftmarginsAmazonSellers&SMBsEnterpriseBrands&EnterpriseBrands&Retailers44%ofsellersandSMBshaveaproftmarginhigherthan15%44%ofsellersandSMBshaveaproftmarginhigherthan15%62%ofenterprisebrandsandretailershaveaproftmarginhigherthan15%TheStateoftheAmazonSeller2024|2705.SALES&PROFITABILITY超過四分之一的小型賣家和中小企業(yè)（27%）表示他們的亞馬遜利潤從2022年增加到2023年，近AmazonSellers&SMBsEnterpriseBrands&RetailersAmazonSellers&SMBsLifetimeproftsEnterpriseBrands&EnterpriseBrands&Retailers在2023年利潤增加的賣家和中小型企在2023年利潤增加的賣家和中小型企在2023年利潤增加的企業(yè)品牌和零售30%ofsellersandSMBshavelifetimeprofitsover$50,00085%ofenterprisebrandsandretailershavelifetimeprofitsover$1,000,000TheStateoftheAmazonSeller2024|2806.WHATITTAKESTOSELLONAMAZONChapter6WhatItTakestoSellonAmazonTime對于新賣家和亞馬遜業(yè)務(wù)來說，學(xué)習(xí)什么是一個好的產(chǎn)品機會、顧客需要什么以及如何管理電商物流需要時間。對于已經(jīng)建立起來的賣家和企業(yè)品牌來說，時間是建立知TimeittakestostartanAmazonbusinessFromfirsteffortstohavingaliveproductlistingAlmostthree-quarters(74%)ofsellersandbrandshavebeenabletogettheirAmazonbusinessupandrunninginlessthan6months.TheStateoftheAmazonSeller2024|2906.WHATITTAKESTOSELL06.WHATITTAKESTOSELLONAMAZON履行模式再到技術(shù)水平。.TimespentonAmazonbusinesseachweekTheStateoftheAmazonSeller2024|3006.WHATITTAKESTOSELLONAMAZONMoney大多數(shù)亞馬遜業(yè)務(wù)，無論是新賣家還是知名品牌正在拓展其銷售渠道，都會進行某種形式的前期投資。對于大多數(shù)企業(yè)（64%這種前期投資低于5000美元——25%的企業(yè)花費低于1000美元。幸運的是，回報很高。超過三分之一（35%）的賣家和中小型企業(yè)在不到6個月內(nèi)開始盈利。對于企業(yè)品MoneyspenttostartonAmazon:Allsellers,brands,andbusinessesTimeittakestoturnaproft:Allsellers,brands,andbusinesses58%ofallbusinessesareproftable58%ofallbusinessesareproftablewithinayearoflaunchingonAmazon.TheStateoftheAmazonSeller2024|3106.WHATITTAKESTOSELLONAMAZONFundingsources:AmazonsellersandSMBsMostsellersandSMBsaMostsellersandSMBsare“bootstrappers”—81%saytheyatleastpartiallyfundedtheirbusinesswiththeirowncash.TheStateoftheAmazonSeller2024|3206.WHATITTAKESTOSELLONAMAZONMarketinginvestments廣告已成為在電子商務(wù)中競爭的關(guān)鍵因素，也是小型賣家和企業(yè)品牌最大在亞馬遜上，84%的所有企業(yè)都在亞馬遜內(nèi)外進行產(chǎn)品廣告投放。對于賣家和中小型企業(yè)來說，電子商務(wù)平臺是廣告投放的首選地，有58%的企業(yè)投資于按點擊付費（PPC）廣告。而對于品牌和零售商來說，付費搜索廣告是最受歡迎TopchannelswhereAmazonbusinessesadvertisetheirproducts●Sellers&SMBs●EnterpriseBrands&RetailersSearchengines/paidsearch(e.g.,GoogleAds)SocialmediaSocialmedia(e.g.,paidFacebookads,Instagramcontent)Ecommerceplatforms(e.g.,AmazonPPCads,WalmartSponsoredProductsads)Traditionalmedia(e.g.,radio,TV,&printads)Noneoftheabove戶LearnmoreTheStateoftheAmazonSeller2024|3306.WHATITTAKESTOSELLONAMAZONBreakdownbyadtypeEcommerceChannels.Sellers&SMBs●EnterpriseBrands&RetailersSearchEnginesAmazonpay-per-click(PPC)ads-SponsoredBrandsAmazonpay-per-click(PPC)ads-SpoAmazonpay-per-click(PPC)ads-SponsoredProductsAmazonpay-per-click(PPC)ads-SponsoredDisplayAmazonVideoadsAmazonDSPAmazonLiveAmazonEditorialRecommendationsAmazonPostsAmazonVineProgram(reviews)AmazonA+ContenteBayPromotedListings/eBayadsEtsyPPCadsWalmartConnect/WalmartadsOtherGoogleadsBingadsBingadsOtherTraditionalMediaTVadsPodcastadsRadioadsPrintads(newspaper,magazines)BillboardsPublicrelationsEvents/tradeshowsDirectmailTheStateoftheAmazonSeller2024|3406.WHATITTAKESTOSELLONAMAZONSocialmediaspotlight社交媒體是2024年電子商務(wù)擴張最流行的渠道之一，44%的所有亞馬遜企業(yè)已經(jīng)在社交媒體上宣傳他們的產(chǎn)品。PinterestadsSellers&SMBsEnterpriseBrandsPinterestadsSel