2018亚马逊市场现状（英文版）-1mb

Summary of "The State of the Amazon Marketplace 2018"

Core Content

This report presents an in-depth analysis of the Amazon marketplace based on a survey of 1,200 professional sellers. It explores trends in seller operations, growth strategies, advertising practices, and the role of technology in enhancing profitability and competitiveness. The findings are intended to help Amazon sellers evaluate their performance and adapt to the evolving e-commerce landscape.

Main Findings

1. Seller Scaling and Team Growth

• 74% of surveyed businesses now have 1–5 employees, down from 84% in 2017.
• 5% increase in the number of businesses with 50 or more employees.
• High-volume sellers are expanding their teams to meet growing demand and increase profitability.

2. Seller Locations and Global Reach

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

3. Amazon's E-Commerce Dominance

• Amazon.com generated $178 billion in revenue in 2017, making it the largest e-retailer in the U.S.
• 49% of sellers rely exclusively on Amazon for their revenue, with 81–100% of sales coming from the platform.
• Sellers are increasingly shifting away from their own websites, as 35% now sell only on Amazon, down from 39% in 2017.

4. Expansion to Other Marketplaces

• Walmart is gaining traction, with 36% of sellers planning to expand to its platform in 2018, up from 29% in 2017.
• eBay is losing ground, with 52% of sellers active on the platform, down from 65% in 2017.
• Sellers are also exploring Shopify, Jet, and Rakuten for expansion.

5. Product Categories

• Home & Kitchen is the most popular category, with 19% of sellers actively selling in it.
• Health & Personal Care and Clothing & Accessories are in second place, each with 9% of sellers.
• Books & Movies follows closely with similar engagement.

6. Profitability and FBA Utilization

• Sellers with FBA (Fulfillment by Amazon) see higher profitability than those using FBM (Fulfillment by Merchant).
• 60% or more FBA sellers have a 21–30% profit margin, compared to 25% for FBM sellers.
• 31–50% of FBA-dominant sellers experience even higher profit margins.

7. Private Label Growth

• 44% of sellers now generate revenue from private label brands, up from 68% in 2017.
• 38% of sellers listed private label expansion as a top business goal for 2018.
• Private labels are popular among millennials, who prioritize quality and price.

8. Inventory and MAP Constraints

• 20% of sellers have less than 20% of their catalog subject to MAP (Minimum Advertised Price).
• Sellers are cautious about expanding into MAP-restricted products due to penalties and manufacturer restrictions.

9. Seller-Fulfilled Prime (SFP)

• 33% of sellers use SFP, and it is seen as a valuable way to attract Prime customers.
• With 100 million Prime subscribers, gaining access to this audience is a key growth strategy.

10. Seller Concerns

• 40% of sellers cite direct competition with Amazon as their top concern.
• Other major concerns include marketplace fees, negative feedback, and storage costs.

11. Product Scouting Strategies

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

12. Advertising and Marketing

• 55% of sellers with under $250K in revenue spend less than $1,000 annually on advertising.
• 72% of sellers with $250K–$2M in revenue spend less than $50K annually on advertising.
• 12% of high-volume sellers spend over $1 million annually on advertising, up from 7% in 2017.
• Amazon Sponsored Ads is the most popular advertising method, especially among private label sellers (92%).

13. Technology and Software Use

• 75% of high-volume sellers use inventory management software.
• 75% also use order management and shipping software.
• Scouting software usage increased for all seller sizes, especially for $250K–$2M sellers.
• Repricing software usage rose by 15% for this group.
• Analytics and assortment review software usage increased by 27% and 45%, respectively, for smaller sellers.

14. Revenue Growth Strategies

• 49% of sellers prioritize selling new products to increase revenue.
• Optimizing advertising budgets and understanding market and competition are also key strategies.

15. Industry Knowledge Resources

• Webinars remain the top source for industry knowledge, with over 50% of sellers using them.
• Blogs and conferences are now the second most popular sources.
• Sellers value real-time insights and actionable intelligence for improving their operations.

16. 2018 Seller Goals

• Diversifying to other platforms is still the top goal, but decreased by 21%.
• 32% of sellers aim to add private label products.
• 30% want to expand globally.
• Only 14% plan to hire more permanent staff, with many focusing on temporary workers during peak seasons.

Conclusion

The report underscores the increasing complexity of operating on Amazon, with sellers adapting to competition, scaling, and global expansion. The use of technology such as FBA, repricing software, and webinars is critical to profitability and growth. While Amazon remains the primary platform, sellers are exploring other marketplaces and private label expansion to diversify and increase their revenue streams. The data highlights the importance of data-driven decision-making and strategic planning in the ever-evolving Amazon ecosystem.