2018亚马逊市场现状（英文版）_18页_995kb

报告摘要

2018 Amazon Marketplace State of the Industry Summary

Core Content Overview

This report provides an in-depth analysis of the Amazon marketplace based on a survey of 1,200 sellers. It highlights key trends in business growth, seller distribution, product categories, advertising strategies, and the use of software tools.

Key Trends and Insights

Team Scaling for Growth

84% of Amazon businesses employed 1–5 people in 2017, but this dropped to 74% in 2018.
The number of businesses with 50 or more employees increased by 5%, indicating a shift toward larger-scale operations.
Sellers are scaling their teams to meet rising distribution demands and sales thresholds.

Seller Distribution Across the U.S. and Globally

California remains the top state for Amazon sellers, with 13% of respondents based there.
Florida, New York, Texas, and New Jersey are also top locations.
19% of surveyed sellers are located outside the U.S., showcasing the global reach of the Amazon marketplace.

Amazon's Dominance in E-Commerce

Amazon.com generated $178 billion in revenue in 2017, representing more than half of U.S. e-commerce growth.
49% of surveyed sellers sell exclusively on Amazon, with their revenue coming from 81–100% of Amazon sales.

Shift Away from Other Marketplaces

52% of sellers are also selling on eBay in 2018, down from 65% in 2017.
Walmart and Jet combined share grew from 17% to 25%, reflecting Walmart's e-commerce investment.
35% of sellers now sell on their own websites, down from 39% in 2017.

Interest in Walmart.com

36% of sellers plan to sell on Walmart.com in 2018, up from 29% in 2017.
Sellers are expanding to eBay, Shopify, and their own websites as additional channels.

Profitability and FBA

Sellers with FBA (Fulfillment by Amazon) have a higher profit margin than those using FBM (Fulfillment by Merchant).
Over 60% of FBA sellers achieve a 21–30% profit margin, while 25% of FBM sellers do.
25% of FBA sellers experience a 31–50% profit margin.

Private Label Growth

Private label selling is becoming more popular, with 44% of sellers now generating revenue from it, down from 68% in 2017.
38% of sellers listed private label expansion as their top business goal for 2018.
Private labels are particularly popular among millennials, who prioritize quality and price.

MAP and Inventory Concerns

20% of sellers have less than 20% of their catalog subject to MAP (Minimum Advertised Price).
Sellers are hesitant to expand into full MAP catalogs due to penalties and risk of product removal.

Seller-Fulfilled Prime (SFP)

33% of sellers use Seller-Fulfilled Prime, and this is expected to grow.
Prime customers are more than twice as likely to shop online daily, making SFP a valuable tool for reaching them.

Seller Concerns

Direct competition with Amazon is the top concern, with 40% of sellers indicating this as a major issue.
Other concerns include marketplace fees, negative feedback, and high storage fees.

Product Scouting Methods

Sellers with sales over $2 million focus on market trends and competitor analysis.
Those with sales under $250K tend to scout for cheap, high-margin items or random products they think will sell.
Scouting for unique items with little competition is a popular method across all sales volumes.

Advertising and Promotion

Amazon Sponsored Ads remain the most popular advertising medium, used by over half of the respondents.
Product listings moved to second place, with 38% of sellers using them for promotion.
Private label sellers heavily rely on Sponsored Ads, with 92% of them using it.

Advertising Costs by Sales Volume

High-volume sellers (over $2M): 12% spend over $1M annually on advertising (up 5% from 2017).
Sellers with under $250K: 55% spend less than $1K annually on advertising.
Sellers with $250K–$2M: 75% spend less than $50K annually on advertising.

Software Utilization

Inventory and order management software is widely used, with 75% of high-volume sellers utilizing it.
Scouting software usage increased for all sales volumes, especially for $250K–$2M sellers.
Repricing software usage also increased, particularly for $250K–$2M sellers.
Analytics and assortment review software usage increased significantly among sellers with under $250K.

Catalog Expansion for Profitability

49% of sellers believe selling new products is the best strategy for increasing revenue.
Scouting is a key activity, as being the first to offer new products can lead to better sales performance.

Industry Knowledge Resources

Webinars are the top source for industry knowledge, with over 50% of sellers using them.
Blogs and conferences now tie for second place, showing a growing emphasis on content marketing and community engagement.

2018 Business Goals

Diversifying to other platforms is still the top goal, but it decreased by 21% compared to 2017.
32% of sellers want to add private label products to their catalog.
30% of sellers aim to sell globally with Amazon.
Only 14% of sellers plan to hire more people, reflecting a preference for lean operations and temporary hires during peak seasons.

Conclusion

The Amazon marketplace in 2018 is seeing a shift toward larger-scale operations, global expansion, and increased reliance on Amazon's ecosystem. Sellers are leveraging FBA, SFP, and software tools to improve profitability and efficiency. Private label selling, product listing optimization, and webinars are becoming key strategies for growth and learning. While Amazon remains dominant, Walmart is gaining traction, and other marketplaces are still relevant for many sellers.