2024年1月23日发(作者：)
THE S TATE OF THE AMA ZON
MARKETPL AC E 2 017
A report based on a survey of 1,600 Amazon sellers
INTRODUCTION
If we could choose one word to describe the Amazon Marketplace, that word would be dynamic.
Nothing on Amazon stays the same for long. As sellers know, what might
b e in demand one week may not be in demand the next week. Trends
a nd prices can uctuate wildly from one minute to the next. And today’s
A mazon is di erent than last year’s Amazon — and certainly the Amazon
o f ve years ago.
That’s why “The State of the Amazon Marketplace” is so essential. As part
of Feedvisor’s ongoing aim to provide online sellers with crucial data to help
their online businesses, we asked 1,600 Amazon merchants about their
selling habits, revenue, concerns, and plans for the future. Their answers
shed light not only on how sellers manage their businesses, but also
on how the Amazon marketplace is evolving as a whole.
You’ll nd that in some cases, we chose to break down the data based
on sales volume. This provides a better picture of how small, mid-sized, and
large sellers di er in their approaches to their businesses.
The results of this survey are contained in this report, which we hope will
serve as an important resource to you as you grow your business.
Ohad Hagai
VP Marketing, Feedvisor
Numbers may have been rounded up to the nearest percent, and may not add up to 100%.
1
The State of the Amazon Marketplace 2017 – The Algo-Commerce Company Feedvisor 2017
AMAZON SELLERS ARE
LOC ATED EVERYWHERE
In the United States, the South and the West regions tied for the highest
concentration of Amazon sellers, with each representing about a third
of merchants.
US Seller Location by Region
Soth
est
ortheast 1
Mid est 1
The top state for Amazon sellers is California, where 13% of respondents
are based. Other top locations include Florida, New York, and Texas.
Seller Location by State
Territories 0
2
The State of the Amazon Marketplace 2017
– The Algo-Commerce Company Feedvisor 2017
NEARLY HALF OF SELLERS ARE
NEW TO AMAZON
Amazon’s growth and popularity has increased exponentially in recent
years, which is re ected in the signi cant number of sellers who are
relatively new to the marketplace. Over half of respondents indicated that
they’ve been selling on Amazon for less than two years. The minority —
only 18% — have been selling on Amazon for more than ve years.
Time Selling on Amazon
More than years 1
et een to years
2
et een 1 to 2 years 2
ess than 1 year 2
MOST AMAZON BUSINESSES
HAVE FEW EMPLOYEES
It doesn’t take a lot of people to run an Amazon business. Our survey found
that 84% of Amazon businesses employ just one to ve employees. This
is not surprising, considering that many Amazon businesses use FBA, which
handles many of the logistics that hired employees normally would.
50 employees.
Only 2% of respondents reported being part of a business with more than
Number of Employees
More than 100 1
1-100 1
11-0 7
-10 7
1-
3
The State of the Amazon Marketplace 2017 Feedvisor 2017 – The Algo-Commerce Company
MOST OF ECOMMERCE SALES ARE
THROUGH AMAZON
The vast majority of respondents’ eCommerce sales take place through
Amazon. Over 60% indicated that Amazon sales comprise over three-
fths
of their sales. What’s more, nearly 50% of our respondents sell almost
exclusively with Amazon, making up 80% to 100% of their sales.
Percentage of ECommerce Revenue
Coming from Amazon Sales
1 -100
1 -0 1
1 -0 11
21 -0
1 -20
4
The State of the Amazon Marketplace 2017
20
– The Algo-Commerce Company Feedvisor 2017
EBAY IS THE TOP SALES CHANNEL
BESIDES AMAZON
We asked Amazon merchants to specify which channels they sell on besides
Amazon. About 65% of respondents indicated that they sell on eBay
in addition to Amazon, while two-
fths said that they sell on their own website.
Less than 10% each said that they sold on eCommerce channels such
as Rakuten, Walmart, and Jet.
5
The State of the Amazon Marketplace 2017
Percentage of Amazon Sellers Also
Selling on Other Channels
2
rick
mortar store
10
11
1
other
1
My on esite
Feedvisor 2017 – The Algo-Commerce Company
In almost all cases, the highest-volume sellers are the most likely to sell
on other channels. The contrast between sales volume levels is particularly
evident with regards to selling on Walmart, where over one-third
of merchants with more than $2 million in annual revenue sell. This is more
than double the number of medium-sized sellers and over 1300% more
than smaller merchants who sell on Walmart.
Percentage of Sales on Channels by Sellers’ Annual Sales Volume
80%
70%
62%
71%
60%
51%
50%
36%
40%
50%
40%
30%
20%
15%
10%
16%
19%
18%
19 %
18%
21%
29%
30%
18%
13% 13% 14%
10%
11%
9%
8%
7%
5%
3%
2% 3% 1% 2% 3% 3%
4%
2% 1% 1%
6% 6%
9%
8%
0%
8%
1%
Sales Below $250K Sales Between $250K—$2M Sales Above $2M
6
The State of the Amazon Marketplace 2017 Feedvisor 2017 – The Algo-Commerce Company
SELLERS PL AN TO E XPAND
TO OTHER CHANNELS
Survey respondents said that in 2017, they plan to expand to channels
including Shopify, eBay, Jet, and their own websites. Walmart was the
leading channel, with nearly 30% of respondents planning to focus online
sales there.
Other Channels Sellers Plan to Expand to in 2017
rick
mortare store
7
other
1
1
22
2
2
My o n esite
2
2
7
The State of the Amazon Marketplace 2017 Feedvisor 2017 – The Algo-Commerce Company
NEARLY ONE-FIFTH SELL HOME
AND KITCHEN MERCHANDISE
Amazon merchants sell all types of merchandise, but by far, Home & Kitchen
stands out as the category where sellers sell the most. Nearly one-
fth
of respondents indicated that they sell in that category, followed by 11%
of sellers who sell in the Books & Movies category.
Sellers’ Main Amazon Category
Home & Kitchen
18%
Books & Movies
11%
Toys & Games
10%
Health &
Personal Care
8%
Clothing &
Accessories
8%
Sports &
Outdoors
6%
Other
5%
Beauty
5%
Electronics
4%
Grocery &
Gourmet Food
4%
Arts, Crafts
& Sewing
3%
Pet Supplies
3%
Tools & Home
Improvement
2%
O ce Products
2%
Cell Phones
& Accessories
2%
Automotive
2%
Jewelry
2%
Patio, Lawn
& Garden
1%
Baby Products
1%
8
The State of the Amazon Marketplace 2017 Feedvisor 2017 – The Algo-Commerce Company
AMAZON BUSINESS REVENUE
RANGES FROM THOUSANDS
TO MILLIONS
We asked Amazon sellers to disclose their annual revenue.
Not surprisingly, the vast majority of Amazon merchants sell less than
$250K annually. In fact, the number of merchants in this category has grown,
which is likely related to the many new small sellers who have joined the
Amazon Marketplace in the past year. Last year, 65% of respondents sold less
than $250K, and this year, that number grew to 72%.
Consequently, the ratio of sellers who sell over $250K has decreased. Last
year, this category included 36% of merchants, but this year it was 28%.
At the same time, over one-tenth of Amazon merchants reported selling
over $1 million annually this year — a remarkable gure.
Sellers’ Annual Revenue
ver
1
000
1
2000001-000000
00
0
7
20000-00000
10
elo 20000 72
9
The State of the Amazon Marketplace 2017
NEARLY ONE-FIFTH OF
MERCHANTS SELL ONLY PRI VATE
LABEL ITEMS
The survey conclusively showed that private label merchandise continues
to play a strong role on Amazon. Nearly one-third of respondents sell at least
some private label items, and 18% sell private label items exclusively.
Private Label Sales
32%
Sell Private 14% Sell
Label
Private Label& Competitive
Products
18% Sell
Private Label Exclusively
68%
Private LabelDon’t Sell
Feedvisor 2017 – The Algo-Commerce Company
FBA SELLERS HAVE HIGHER PROFIT
MARGINS THAN FBM SELLERS
Our survey results indicate that FBA sellers enjoy higher pro t margins
than sellers who primarily use FBM. For example, over 27% of sellers who
sold at least half of their inventory with FBA saw a 21-30% pro t margin,
compared to just 21% of sellers who primarily sold with FBM.
FBA Pro t Margin
Less than 1%
5%
1%
1%-5%
5%
3%
6%-10%
12%
5%
11%-20%
19%
20%
21%-30%
21%
27%
31%-40%
16%
20%
41%-50%
9%
10%
over 50%
13%
13%
Ratio
Sellers with 0-49% FBA Sellers with 50-100% FBA
SELLERS ARE CONCERNED ABOUT
LOSING PRIVILEGES
Our survey shows just how tricky it can be to sell on the Amazon Marketplace.
Sellers’ top three concerns were all about dealing with Amazon, rather
than dealing with customers or other sellers. About 52% of respondents
indicated that their biggest fear was that Amazon would take away their
seller privileges. This was followed closely by sellers’ concerns about
Amazon’s high fees, as re ected by half of respondents. In third place was
sellers’ worry that that Amazon would compete with them, as indicated
by about two-
fths of respondents.
Sellers’ Biggest Concerns
egative feedack
revies from sellers
12
ther
1
Complicated fees
21
ther sellers
selling my items
21
ated items
22
AS hiacking
2
egative feedack
revies from cstomers
2
Amazon competing
ith me
igh fees
Amazon taking aay
my seller privileges
0
2
10
The State of the Amazon Marketplace 2017 Feedvisor 2017 – The Algo-Commerce Company
HOW SELLERS SCOUT PRODUCTS
DEPENDS ON THEIR SIZE
Amazon merchants use a variety of methods to scout new products, but
there’s no question that sales volume plays a part. Merchants with sales
over $2 million, for example, are much more likely to choose their products
based on data, rather than gut feelings. They rely more on research
of market trends, estimating market size, recommendations from
distributors, and trade show attendance. Merchants selling below $250,000,
meanwhile, are much more likely to source inexpensive items that sell
at a high price.
There is one scouting method, however, on which all sellers seem to agree:
A nearly equal number of respondents with a variety of sales volumes
turn to the tried-and-true method of looking for unique items with
little competition.
Scouting Methods by Sellers’ Annual Sales Volume
50%
45%
40%
35%
37%
45%
41% 41%
36% 36%
29%
38%
30%
25%
20%
15%
10%
5%
31%
20%
18%
18%
13%
18%
16%
14%
13%
11%
12%
11%
7%
6%
13% 14%
4%
4%
6%
25%
26%
24%
24%
9%
0%
I base my
decisions on
what’s popular
1%
I look for
I base
I look
It’s
My
Trade
By
By
By
Other
unique
my for random; distributors shows estimating looking working
items
market
at
with a
items
whatever source
in a speci c
marketplace
Sales Below $250K Sales Between $250k-$2M Sales Above $2M
11
The State of the Amazon Marketplace 2017
with little decisions
on that I comesize
competition
market consultant
ware
things for me and
trends
productshich
cheap to
across
that I
suggest I sell
my
competitorsbuy
think I
them
sellingare
but
sell at a
can
sell
high
price
– The Algo-Commerce Company Feedvisor 2017
MOST SELLERS PROMOTE WITH
AMAZON SPONSORED PRODUCTS
Hands down, the most popular promotion method for Amazon sellers
is Amazon Sponsored Products, which is used by 60% of those who
responded. The success of this promotion method is not surprising, because
it is arguably the most e ective way for sellers to reach their target audiences
on Amazon and increase tra c to their product pages.
Sellers’ Promotion Methods
Advertising agency
rint advertising
isplay or
anner ads
ther
A Content
1
oogle Shopping
1
Ad ords and
or search marketing
2
rodct listings
promote with Amazon Sponsored Products. This is nearly double the
number of those who sell less than 50% of private label products.
Private Label Promotion Methods
A+ Content
9%
Advertising agency
3%
2%
Adwords and/or
search marketing
16%
20%
27%
Amazon Sponsored
42%
Products
81%
Display or
6%
banner ads
11%
Google Shopping
11%
12%
Print advertising
4%
2%
Product listings
29%
34%
Social media
32%
44%
Social media
Amazon Sponsored
rodcts
2
0
Other
8%
4%
Merchants Selling Above 50% Private Label Merchants Selling Below 50% Private Label
The popularity of Amazon Sponsored Products is particularly evident when
we focus exclusively on promotion methods for private label sellers. Over
80% of Amazon merchants who sell at least 50% of private label products
In a nod to what is most likely the less e ective and/or most expensive
promotion methods, the least popular promotion methods were advertising
agencies, print advertising, and display or banner ads.
12
The State of the Amazon Marketplace 2017 – The Algo-Commerce Company Feedvisor 2017
MOST SELLERS KEEP ADVERTISING
COSTS LOW
We asked sellers how much they spent annually on advertising.
We discovered that for nearly half of sellers, that gure is less than $1,000.
Not surprisingly, the budget for advertising grows with sales volume:
About 7% of sellers with more than $2 million in sales spent over $1 million
in advertising, compared to less than 1% of sellers earning less than
$250K annually.
Advertising for Merchants Selling Below $250K
More than 1000000
0
0
02
200001-00000
0
02
0001-100000
07
20001-0000
001-20000
1
1001-000
2
p to 1000
7
Advertising for Merchants Selling Between $250K–$2M
More than 1000000 1
0
1
200001-00000
1
0001-100000
2 0001-0000
001-20000
1001-000
1
22
2
p to 1000
22
Advertising for Merchants Selling Above $2M
More than 1000000
7
0
200001-00000
10
10
0001-100000
1
20001-0000
11
001-20000 11
1001-000
12
p to 1000
1
13
The State of the Amazon Marketplace 2017 Feedvisor 2017 – The Algo-Commerce Company
BIGGER SELLERS USE MORE
TECHNOLOGY
The vast majority of Amazon merchants do not take advantage of software
to help their businesses with tasks such as inventory management, shipping,
repricing, and scouting. Even the most popular software, for inventory
management, is used by only 36% of respondents.
here’s no question, however, that these responses are related to business
Tsize and income. When we focused on which sellers used software, the
majority were larger businesses that could both a ord and had greater
need for these business management programs. In general, the bigger the
sellers, the more likely they were to leverage technology.
There was one exception to this rule: An almost equal percentage of sellers
of all sizes reported using scouting software. This likely re ects the high
priority that all sellers place on sourcing popular products that will generate
quick sales and pro ts.
Software by Sellers’ Annual Sales Volume
80%
70%
60%
50%
43%
73%
64%
65%
51%
49%
46%
29%
28%
28%
24%
16%
23%
25%
16%
10%
43%
32%
22%
15%
18%
23%
40%
41%
30%
30%
20%
10%
25%
15%
4%
0%
Inventory
management
software
Order
Shipping
management
software
software
Listing
software
Onmichannel
management
software
Repricing
Scouting
software
software
Review
software
Reporting
or analytics
software
Sales Below $250k Sales Between $250k–$2M Sales Above $2M
14
The State of the Amazon Marketplace 2017 Feedvisor 2017 – The Algo-Commerce Company
WEBINARS ARE THE TOP INDUSTRY
KNOWLEDGE RESOURCE
We asked sellers to tell us how they keep informed about the industry.
Nearly 65% indicated that webinars are their preferred resource.
Facebook rated as the second most common industry knowledge resource
— used by over a third of merchants. Interestingly, Facebook was far more
popular than other social media such as Twitter and LinkedIn.
Industry Knowledge Resources
T itter
inkedn
ther
1
Friends
20
oTe
2
eooks
2
Conferences
1
logs
Faceook
einars
15
The State of the Amazon Marketplace 2017
ONLINE SELLERS HAVE BIG PLANS
FOR 2017
Respondents reported various business goals for 2017, but the vast
majority plan to increase their online presence even more. Of those who
responded, nearly 60% of sellers are planning to expand to other platforms,
half will be adding private label products to their portfolios, and 44% expect
to expand globally. Not surprisingly, just 4% of sellers have plans to open
a brick-and-mortar store.
These plans reinforce evidence of online growth that we have been seeing
year after year, and underscore the growing popularity of Amazon as a key
channel for today’s shoppers.
Seller Plans For 2017
pen a rick-and-
mortar store
ire more people 1
se ne siness
softare 2
anch my
on esite 2
Sell gloally
ith Amazon
Add private lael
prodcts to my portfolio 1
iversify to
other platforms
Feedvisor 2017 – The Algo-Commerce Company
Feedvisor is the pioneer of Algo-Commerce — the discipline of using big data and
machine-learning algorithms to make business-critical decisions for online retailers.
Feedvisor’s cloud-based algorithmic repricing and revenue intelligence solutions
power millions of pricing decisions daily, providing retailers with actionable insights
to maximize pro tability and drive their business growth.
“
Feedvisor has opened a new world for a large
seller like us by enabling us to manage our business
a lot more e ectively and with signi cantly less e ort.
The Feedvisor dashboard and algorithmic repricer
have enabled us to determine how best to increase
pro t whilst remaining competitive with the market.
Mendy Holtzman, Breed
“
I would recommend Feedvisor to anyone who sells
on Amazon. If you want to win the Buy Box, Feedvisor
is a requirement. Unlike other repricing software,
Feedvisor keeps my pro t margins high, by raising
prices, not dropping them.
Michael Ward,
Best Costume and Toy Deals
0
GROW YOUR AMA ZON
BUSINESS WITH THE
RIGHT REPRICER
With Feedvisor’s algorithmic repricer, you’ll sell
at the best possible price, every single time.
Our results prove our success
34%
increase in
revenue
28%
37%
increase in
sales
increase in
pro t margins
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