亚马逊2022年度数据报告-卖家精灵

亚马逊全球站点-21个站点亚马逊全球站点-21个站点017802亚马逊各站点访问量(017802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02700.06410623.7548.0474.0500.4428.2335.5229.021202.201.9. 170.2168.6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)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113.9095.763.144.847.2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月亚马逊流量来源亚马逊流量来源 亚马逊全球访问量-按来源分类(单位：百万)616.8437.3388.5249.228.301,0002,0003,0004,0005,000statista数据取样：2022年1-5月亚马逊流量来源亚马逊流量来源社交媒体给亚马逊的引荐流量占比60%51.82%50%40%30%20%0%60%19.70%841%841%：statista数据取样：2022年5月804030.35.8870804030.35.8870.0990亚马逊流量来源带有#primeday2022和#amazonprimeday2022相关主题标签的视频浏览量(单位：百万)77.62019年2020年2021年2022年2019年2020年2021年214.02亚马逊品牌价值214.02亚马逊品牌价值2022年全球最具价值品牌排行榜(单位：十亿美元)ple azon McDonald's sa .570100200300400500600700800900statista69亚马逊品牌价值69亚马逊品牌价值2006-2022年亚马逊全球品牌价值(单位：十亿美元)8007006004003002000705.65683.85415.86315.51207.596426139.2998.99225.985.9611.51 21.29 27.46 37.63 34.08 45.73 20062007200820092010201120122013201420152016201720182019202020212022statistamembershipleproductpricesmazonappRegularcustomersyscountsandincentivess%消费者选择亚马逊的原因2022年美国消费者选择亚马逊购物的原因224%%%%%%37%36%36%10%15%20%25%30%35%40%%来源：statista数据取样：2022年Q1 Appliancesy Appliancesy goods 亚马逊美国站价格变化2021-2022年亚马逊美国站商品价格中位数涨幅4%0%2%4%6%8%10% statista数据取样：2021年8月-2022年8月亚马逊付费单位亚马逊付费单位过去12个月亚马逊的付费单位销量亚马逊付费单位亚马逊付费单位亚马逊付费单位增长亚马逊国际站销售额-近5年亚马逊国际站销售额-近5年(亿美元)2018年2019年2020年2021年2022年国际站销售额国际站销售占比32%31%30%31%27%北美站销售额2798.4总销售(亿美元)度财报及MarketplacePulseueofAmazoncom(亿美元)sellerservicesvices97.246.5427.556.601.12805.392.150.3804.6252.1453.7214.54698.2891219408.1572022全年5139.72200.04189.631177.16352.18800.96419.73度财报及MarketplacePulse亚马逊第一方卖家销售额亚马逊第一方卖家销售额度财报及MarketplacePulse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销售份额亚马逊第三方卖家的服务销售亚马逊第三方卖家的服务销售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亚马逊第三方卖家的服务销售度财报及MarketplacePulse亚马逊自有品牌亚马逊自有品牌亚马逊自有顶级品牌中进入过BSTop100的产品数量mazonBasics AmazonEssentialsrs Commercial zonBasicCareAmazonCollectionmazonElements01002003004005006007008009001,0001,1001,2001,300亚马逊自有品牌亚马逊自有品牌AmazonBasicBest-Sellers的数量034233826699070043338429244093992018年2019年2020年2021年2022年nTop亚马逊第三方卖家发货方式亚马逊第三方卖家发货方式2020年vs2022年亚马逊第三方卖家的发货方式%%%%%%%%68%57%34%21%9%2020年2022年源：statista市场：Amazon全球亚马逊FBA亚马逊FBA费用亚马逊FBA费用变化(单位：美元)年小号12盎司大号1磅大号3磅亚马逊FBA费用亚马逊FBA费用亚马逊FBA费用变化(单位：美元)201820192020202120222022年4月2022高峰期2023Jan'21Feb'21Mar'21Apr'21May'21Jun'21Jul'21Aug'21Sep'21Oct'21Nov'21Dec'21Jan'22Feb'22Mar'22Apr'22May'22Jun'22Jul'22Aug'22Sep'22Oct'22Nov'221.16Jan'21Feb'21Mar'21Apr'21May'21Jun'21Jul'21Aug'21Sep'21Oct'21Nov'21Dec'21Jan'22Feb'22Mar'22Apr'22May'22Jun'22Jul'22Aug'22Sep'22Oct'22Nov'221.161.161.161.181.171.161.141.181.181.141.131.071.060.9910.930.90.20亚马逊广告美国站的平均点击成本(CPC)(单位：美元)95.578.876.163.849.8亚马逊广告95.578.876.163.849.8亚马逊广告亚马逊广告服务销售(单位：亿美元)908040 115.697.287.697.274.573.574.52020Q32020Q42021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42019Q12019Q22019Q32019Q42020Q12020Q22020Q32020Q42021Q2019Q12019Q22019Q32019Q42020Q12020Q22020Q32020Q42021Q12021Q22021Q32021Q42022Q12022Q22022Q3亚马逊广告亚马逊广告增长vsGoogle，Facebook%亚马逊各站点商品分级-美国站亚马逊各站点商品分级-美国站美国站2023.01.02更新TotalTop1%Top5%Top10%Top25%Total(在售商品数，最大SalesRank值)693,487,6736,934,87734,674,38469,348,767173,371,918Clothing,Shoes,&Jewelry207,204,1362,072,04110,360,20720,720,41451,801,034Home&Kitchen115,379,8001,153,7985,768,99011,537,98028,844,950Books93,230,223932,3024,661,5119,323,02223,307,556Automotive34,368,385343,6841,718,4193,436,8398,592,096Sports&Outdoors33,546,340335,4631,677,3173,354,6348,386,585Tools&HomeImprovement29,130,794291,3081,456,5402,913,0797,282,699Electronics21,113,299211,1331,055,6652,111,3305,278,325CellPhones&Accessories20,341,833203,4181,017,0922,034,1835,085,458Industrial&Scientific17,562,333175,623878,1171,756,2334,390,583EverythingElse16,216,209162,162810,8101,621,6214,054,052Patio,Lawn,&Garden14,703,799147,038735,1901,470,3803,675,950Art,Crafts,&Sewing13,181,412131,814659,0711,318,1413,295,353Beauty&PersonalCare12,220,967122,210611,0481,222,0973,055,242亚马逊各站点商品分级-美国站亚马逊各站点商品分级-美国站美国站2023.01.02更新TotalTop1%Top5%Top10%Top25%OfficeProducts10,337,235103,372516,8621,033,7242,584,309Health&Household9,694,24996,942484,712969,4252,423,562Toys&Games8,308,69783,087415,435830,8702,077,174CD's&Vinyl7,940,11479,401397,006794,0111,985,029PetSupplies7,584,57575,846379,229758,4581,896,144Movies&TV6,437,67164,377321,884643,7671,609,418BabyProducts3,798,53037,985189,927379,853949,633Grocery&GourmetFood3,640,46236,405182,023364,046910,116HandmadeProducts2,595,67325,957129,784259,567648,918MusicalInstruments2,235,80222,358111,790223,580558,951Appliances1,283,97112,84064,199128,397320,993VideoGames1,215,76512,15860,788121,577303,941Software215,3992,15410,77021,54053,850亚马逊各站点商品分级-英国站亚马逊各站点商品分级-英国站英国站2023.01.02更新TotalTop1%Top5%Top10%Top25%Total(在售商品数，最大SalesRank值)258,420,1732,584,20212,921,00925,842,01764,605,043Fashion54,769,918547,6992,738,4965,476,99213,692,480Books50,909,297509,0932,545,4655,090,93012,727,324Home&Kitchen34,781,939347,8191,739,0973,478,1948,695,485DIY&Tools12,738,129127,381636,9061,273,8133,184,532Electronics&Photo11,151,019111,510557,5511,115,1022,787,755Automotive10,057,501100,575502,8751,005,7502,514,375Sports&Outdoors9,887,00498,870494,350988,7002,471,751Clothing8,545,50085,455427,275854,5502,136,375Toys&Games7,068,59770,686353,430706,8601,767,149CD's&Vinyl5,349,92553,499267,496534,9931,337,481Garden5,186,69151,867259,335518,6691,296,673Stationery&OfficeSupplies4,737,53547,375236,877473,7541,184,384Computers&Accessories4,686,65446,867234,333468,6651,171,664Home&Garden4,608,04046,080230,402460,8041,152,010Beauty4,424,51644,245221,226442,4521,106,129PetSupplies3,724,55837,246186,228372,456931,140亚马逊各站点商品分级-英国站亚马逊各站点商品分级-英国站英国站2023.01.02更新TotalTop1%Top5%Top10%Top25%EverythingElse3,709,60037,096185,480370,960927,400Health&PersonalCare3,620,80336,208181,040362,080905,201Shoes&Bags3,444,16034,442172,208344,416861,040Business,Industry,&Science2,641,35426,414132,068264,135660,339Lighting2,413,53124,135120,677241,353603,383BabyProducts2,058,51520,585102,926205,852514,629Grocery1,911,01319,11095,551191,101477,753DVD&Blu-ray1,556,43715,56477,822155,644389,109MusicalInstruments&DJ1,276,42712,76463,821127,643319,107PC&VideoGames706,7267,06735,33670,673176,682Jewellry565,2985,65328,26556,530141,325LargeAppliances542,3455,42327,11754,235135,586Luggage526,6745,26726,33452,667131,669HandmadeProducts466,2004,66223,31046,620116,550Watches291,0592,91114,55329,10672,765Software63,2086323,1606,32115,802亚马逊各站点商品分级-加拿大站亚马逊各站点商品分级-加拿大站加拿大站2023.01.02更新TotalTop1%Top5%Top10%Top25%Total(在售商品数，最大SalesRank值)144,648,1521,446,4827,232,40814,464,81536,162,038Clothing,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&HomeImprovement7,647,67976,477382,384764,7681,911,920Sports&Outdoors6,835,83368,358341,792683,5831,708,958Automotive5,964,11659,641298,206596,4121,491,029Health&PersonalCare3,104,06831,041155,203310,407776,017EverythingElse2,946,35529,464147,318294,636736,589Patio,Lawn,&Garden2,923,94229,239146,197292,394730,986Beauty&PersonalCare2,809,60628,096140,480280,961702,402亚马逊各站点商品分级-加拿大站加拿大站2023.01.02更新TotalTop1%Top5%Top10%Top25%Toys&Games2,634,99726,350131,750263,500658,749Music2,602,63326,026130,132260,263650,658PetSupplies2,307,61223,076115,381230,761576,903OfficeProducts2,030,33620,303101,517203,034507,584Industrial&Scientific1,707,62317,07685,381170,762426,906Movies&TV1,119,30411,19355,965111,930279,826Baby933,1569,33246,65893,316233,289MusicalInstruments,Stage,&Studio670,6016,70633,53067,060167,650Grocery&GourmetFood593,6135,93629,68159,361148,403VideoGames477,6754,77723,88447,768119,419Handmade168,7041,6878,43516,87042,176cearese亚马逊中国卖家亚马逊中国卖家亚马逊顶级卖家中中国卖家的市场份额45.66%43.00%46.10%44.03%41.55%39.85%35.15%30.06%45.66%43.00%46.10%44.03%41.55%39.85%35.15%30.06%26.29%25.84%23.86%22.47%%%Jul7Jul8Jul7Jul8Jul9Jul0Jul1Jul2亚马逊中国卖家亚马逊中国卖家中国卖家在亚马逊卖家评论中的份额家精灵关键词反查家精灵关键词反查2022年下半年(6个月)亚马逊中国卖家关注的站点站点查询次数占比%%%%%54.8%10.9%66.4% 5.4% 4.7%4.5%3.8% 0.1%USDEUKJPFRCAITESIN%%58.2%10.8%9.0%5.4% 5.0% 4.1% 4.0% 3.3% 0.1%USDEUKJPFRITCAESIN022年12月第2周亚马逊中国卖家占比亚马逊中国卖家占比52.5%57.5%61.0%60.0%59.9%48.0%51.2%卖家精灵大数据选品Home&KitchenBeauty&PersonalCarePatio,Lawn&GardenTools&HomeImprovementHandmadeProductsClothing,ShoesHome&KitchenBeauty&PersonalCarePatio,Lawn&GardenTools&HomeImprovementHandmadeProductsClothing,Shoes&JewelryElectronicsArts,Crafts&SewingAutomotiveCellPhones&AccessoriesSports&OutdoorsMusicalInstrumentsOfficeProductsToys&GamesHealth&HouseholdPetSupplies亚马逊中国卖家关注的类目-美国站查询次数Top100ASIN的所属类目37.4%15.2%7.1%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%%：卖家精灵关键词反查市场：Amazon美国Küche,Haushalt&WohnenSpielzeugBeleuchtungBaumarktBürobedarf&SchreibwarenDrogerie&KörperpflegeGKüche,Haushalt&WohnenSpiel