2024亚马逊卖家状况报告

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电商拓张的渠道近年来，采用全渠道商业战略的品牌和卖家数量不断增加。2023年，有60%的亚马逊卖家、品牌和企业在至少一个其他渠道上销售。像沃尔玛这样长期的实体店领导者继续加强他们的电子商务平台，而去年推出的Note:Respondentscouldselectmultipleoptions;therefore,percentagesdonotequal100%Note:Respondentscouldselectmultipleoptions;therefore,percentagesdonotequal100%20%的卖家预计2024年会选择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全球市场去年，亚马逊在智利、哥伦比亚、尼日利亚和南非推出新市场的计划被推迟，使得2023年成为了6年来首次没有新的预计将于2024年上半年推出。46%TheStateoftheAmazonSeller2024|601.SELLINGONAMAZONIN2024Techtrends:AIspotlight2023年是人工智能的年代，涌现出了各种工具，可以帮预计在2024年，电子商务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评论分析TryJungleScoutAITheStateoftheAmazonSeller2024|702.2024PLANS,GOALS&CHALLENGESChapter22024Plans,Goals&ChallengesTypesofsellersandbusinesses“Amazonseller”oftenreferstothethird-party(3PsellerswhogenerateoverhalfofAmazon’sannualecommercesales.Buttherearealsofrst-party(1PsellerswhoselltheirproductstoAmazonasavendor.作为供应商向亚马逊销售产品，使用供应商中心VC3P第三方卖家在亚马逊平台上销售产品，使用卖家中心SCIn2024,亚马逊卖家类型如下：亚马逊中小卖家与大型企业卖家（品牌商&零售商）也存在不同。•Soloentrepreneursandsmalltomidsizebusinesses(SMBs)thatsellproductsonAmazon•Lessthan$2millioninannualrevenue•Largebrands,retailers,orparentcompanies(encompassingmultiplebrands)thatselltheirproductsonAmazon•$5millionormoreinannualrevenue•50%are3Psellers65%而亚马逊中小卖家只有17%TheStateoftheAmazonSeller2024|802.2024PLANS,GOALS&CHALLENGES各种背景、技能和兴趣的人都可以在亚马逊上找到成功。本报告中的数据涵盖了来自20多个国家、年龄在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随着电子商务的扩张，亚马逊企业也在紧随其后。超过一半的企业计TopfocusTopfocusareasin2024:大型企业卖家（品牌商4寻找供应商5获取客户评价6收集竞争情报7拓展到其他电子商务平台或在线渠道8拓展到实体店铺9进口产品和管理国际贸易23Topfocusareasin2024:亚马逊中小卖家 2233445566778899TheStateoftheAmazonSeller2024|1102.2024PLANS,GOALS&CHALLENGESGoalsforAmazonsaleschannelsin2024GoalsforAmazonsaleschannelsin2024Top2024focusareasbybusinessfunction跟踪FBA存储空间的可用性和费用PPC管理为新产品设置PPC广告系列TheStateoftheAmazonSeller2024|1202.2024PLANS,GOALS&CHALLENGESCommonchallenges对于中小卖家而言，获取客户评价和产品研究是排名最高的挑战，而对于大型企业卖家（品牌和零售商）而言，则是品Top10Top10businesschallengesin2024:亚马逊中小卖家管理PPC广告 2233445566778899尝试新的营销策略和管理PPC广告是中小企业卖家面临的前十大业务挑战之Top10Top10businesschallengesin2024:大型企业卖 2233445566778899TheStateoftheAmazonSeller2024|1302.2024PLANS,GOALS&CHALLENGES在2024年，与去年一样，不断上涨的成本仍然是亚马逊卖家、品牌和企业的主要关注点。超过三分之一的人表示他们担心广告、运输和商品成本的3商品成本上涨4竞争加剧导致价格下降5仓储费用上涨6亚马逊调整搜索结果以支持付费结果而不是有机结果8亚马逊的政策和服务条款变更9继续需要更多资金以有效在线销售 2745%TheStateoftheAmazonSeller2024|1403.BUSINESSMODELS&STRATEGIESChapter3BusinessModels&Strategies品牌和卖家如何经营他们的亚马逊业务？有些人销售来自多个品牌的热门产择的业务模式可能取决于各种因素，但一个成功的模式有两个基Amazonbusinessmodels对于大型企业卖家（品牌和零售商）而言，亚马逊只是广泛零售业务的一盖在线和实体渠道。对于中小企业卖家而言，亚马逊可能是他们销售产亚马逊在大型企业卖家（品牌或零售商）整体销售策略中的角色差异业来说，它负责大部分年度销售额；对于其他企业来说，它用于品）：作为我们直接面向消费者的网站的补充，主要是为了增加曝光-34%对于季节性销售和特定促销活动至关重要-33%我们的主要零售渠道，大部分销售在此发生75%在更广泛发布之前，用作新产品的试验场-3Note:Respondentscouldselectmultipleoptions;therefore,percentagesdonotequal100%TheStateoftheAmazonSeller2024|1503.BUSINESSMODELS&STRATEGIES2最佳利润率3市场份额增长4实现目标广告投资回报率5客户评价和评分ratings*Rankedfromhighesttolowestbythepercentageofrespondentswhosaytheyuseeachmetrictomeasuresuccess.私有标签是卖家最常见的销售模式，但并不是亚马逊上唯上，对于有抱负的创业者来说，通过采取不同的路线，比如零售ReadReadmoreTheStateoftheAmazonSeller2024|1603.BUSINESSMODELS&STRATEGIESFulfillmentmethodsFBA）是亚马逊卖家和品牌最流行的履行方法。Merchant，简称FBM）。值得注意的是，过去一年中，FBA和FBM的使用率分别减少了3%和9%。亚马逊履行服务（FBA）：卖家履行（FBM）：LearnmoreLearnmoreWhichfulfllmentmethodsdoAmazonsellers,brands,andbusinessesprefer?OfthetotalnumberofsellersusingeitherFBA,FBM,orboth:TheStateofWhichfulfllmentmethodsdoAmazonsellers,brands,andbusinessesprefer?OfthetotalnumberofsellersusingeitherFBA,FBM,orboth:TheStateoftheAmazonSeller2024|1704.TRENDINGPRODUCTS&CATEGORIESChapter4TrendingProducts&Categories）？Amazonproductcategories你几乎可以在亚马逊上找到任何产品，从食品杂货到数字图书再到汽车。对于中小企业卖家来说，家居和厨房是销售最多的类别。而对于企业品牌和零售商来说，家TopAmazonproductcategoriesfor中小企业卖家TopAmazonproductcategoriesfor大型企业卖家（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中国仍然是各种规模的亚马逊业务的主要供应国。然而，随着海亚马逊产品的TOP供应国TheStateoftheAmazonSeller2024|2004.TRENDINGPRODUCTS&CATEGORIESProductvolume在亚马逊上，大多数卖家、品牌和企业业务（89%）销售50个或更少的产品，但是中小企业和大型企业卖家（品牌商&零售商）的产品目录规模之间存在显著差距。超过75%的中小企业卖家在亚马逊上提供的产品少于10个，而近40%的大型企业卖家（品牌和零售商）销售的产品超过100个。TheStateoftheAmazonSeller2024|2104.TRENDINGPRODUCTS&CATEGORIESPricing在为他们的产品定价时，企业品牌和卖家必须权衡生产、运输和营销的成本，以及竞争对手的收费和消许多人使用三分之一法则：将产品销售价格的三分之一用于产品本身，支付三分之一的亚马逊费用，一作为收入。.价在$16and$50之间。TheStateoftheAmazonSeller2024|2202.AMAZONSELLERS:THEBASICSCobalt-您亚马逊增长的秘密武器“CobaltisavaluabletoolforanyAmazonbrandorvendor.”MARIELAWSONJungleScoutCobalt“CobaltisavaluabletoolforanyAmazonbrandorvendor.”MARIELAWSON“Cobalthasbeenfantasticforwhenweneedtoprovideanswerstostakeholders.”“Cobalthasbeenfantasticforwhenweneedtoprovideanswerstostakeholders.”RetailInsights整合了来自多个SellerCentral和VendorCentral账户的数据，呈现在统一的数据报表上，使跟踪绩效WAH卫“CobaltgivesfullvisibilityofourperformanceonAmazon.”LAURATAYLORWAH卫“CobaltgivesfullvisibilityofourperformanceonAmazon.”LAURATAYLOR有价值的见解和建议，用于优化广告活动并“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超过一半的亚马逊卖家和中小型企业（57%）的净利润率超过10%，超过三分之二（了相同的情况。超过一半（54%）的品牌和零售商的利润率超过20%。25%moresellers,brands,andbusinessessawproftsfromAmazonsalesincreasein2023comparedtothepreviousyear.Note:DatainthissectionrepresentsgrossproftmarginAmazonproftmarginsAmazonSellers&SMBsEnterpriseBrands&EnterpriseBrands&Retailers44%ofsellersandSMBshaveaproftmarginhigherthan15%44%ofsellersandSMBshaveaproftmarginhigherthan15%62%ofenterprisebrandsandretailershaveaproftmarginhigherthan15%TheStateoftheAmazonSeller2024|2705.SALES&PROFITABILITY超过四分之一的小型卖家和中小企业（27%）表示他们的亚马逊利润从2022年增加到2023年，近AmazonSellers&SMBsEnterpriseBrands&RetailersAmazonSellers&SMBsLifetimeproftsEnterpriseBrands&EnterpriseBrands&Retailers在2023年利润增加的卖家和中小型企在2023年利润增加的卖家和中小型企在2023年利润增加的企业品牌和零售30%ofsellersandSMBshavelifetimeprofitsover$50,00085%ofenterprisebrandsandretailershavelifetimeprofitsover$1,000,000TheStateoftheAmazonSeller2024|2806.WHATITTAKESTOSELLONAMAZONChapter6WhatItTakestoSellonAmazonTime对于新卖家和亚马逊业务来说，学习什么是一个好的产品机会、顾客需要什么以及如何管理电商物流需要时间。对于已经建立起来的卖家和企业品牌来说，时间是建立知TimeittakestostartanAmazonbusinessFromfirsteffortstohavingaliveproductlistingAlmostthree-quarters(74%)ofsellersandbrandshavebeenabletogettheirAmazonbusinessupandrunninginlessthan6months.TheStateoftheAmazonSeller2024|2906.WHATITTAKESTOSELL06.WHATITTAKESTOSELLONAMAZON履行模式再到技术水平。.TimespentonAmazonbusinesseachweekTheStateoftheAmazonSeller2024|3006.WHATITTAKESTOSELLONAMAZONMoney大多数亚马逊业务，无论是新卖家还是知名品牌正在拓展其销售渠道，都会进行某种形式的前期投资。对于大多数企业（64%这种前期投资低于5000美元——25%的企业花费低于1000美元。幸运的是，回报很高。超过三分之一（35%）的卖家和中小型企业在不到6个月内开始盈利。对于企业品MoneyspenttostartonAmazon:Allsellers,brands,andbusinessesTimeittakestoturnaproft:Allsellers,brands,andbusinesses58%ofallbusinessesareproftable58%ofallbusinessesareproftablewithinayearoflaunchingonAmazon.TheStateoftheAmazonSeller2024|3106.WHATITTAKESTOSELLONAMAZONFundingsources:AmazonsellersandSMBsMostsellersandSMBsaMostsellersandSMBsare“bootstrappers”—81%saytheyatleastpartiallyfundedtheirbusinesswiththeirowncash.TheStateoftheAmazonSeller2024|3206.WHATITTAKESTOSELLONAMAZONMarketinginvestments广告已成为在电子商务中竞争的关键因素，也是小型卖家和企业品牌最大在亚马逊上，84%的所有企业都在亚马逊内外进行产品广告投放。对于卖家和中小型企业来说，电子商务平台是广告投放的首选地，有58%的企业投资于按点击付费（PPC）广告。而对于品牌和零售商来说，付费搜索广告是最受欢迎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户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社交媒体是2024年电子商务扩张最流行的渠道之一，44%的所有亚马逊企业已经在社交媒体上宣传他们的产品。PinterestadsSellers&SMBsEnterpriseBrandsPinterestadsSel