2025年亚马逊卖家峰会报告

RXMAS25RP REPORT2025 Inpartnershipwith May2025 WWW.RETAILX.NET AMAZONSELLERSREPORT2025|INTRODUCTION Introduction Contents RXMAS25RP©2025retailx.net One-thirdoftheworld’spopulationnowshopsonline.That’s2.7billionpeople,withtheadoptionofecommercegrowingby2.7%eachyearandsettokeepongrowing. Manyoftheseconsumersdon’tshopdirectlywithretailersandbrandsbutprefermarketplaces.Inmuchoftheworld,thismeansAmazon,makingtheUS-basedbehemothanessentialcomponentofretailstrategy. Amazonisachannelthatcomeswithitsownsetofrules,intensecompetitionandincreasingcosts.That’swhywe’vecreatedafulldaydedicatedtohelpingretailersandbrandssellonAmazon. ForbusinessesalreadysellingonAmazonandthosejuststartingout,theAmazonSellersSummitisadefinitiveeventforlearningtobuildastrongbrandpresenceonAmazon,driveGrossMerchandiseValue(GMV)andoptimiseprofitsfromtheplatform. Thisreportbringstogetherthekeythemesandtopicsthatthehand-pickedgroupofexpertspeakers,brandsandretailerswilldiscussontheday.ThisisbackedupwithinterviewsaheadoftheSummit,alongwithresearchdatafromRetailX. TheAmazonSellersSummitreportstartswithastrategicoverviewofAmazon.Itsscaleandreachareawesomebutratherthanstareinwonderorworry,brandscanturnthemarketplacetotheiradvantage.Thisisfollowedbyinsightintosettingastrategytosucceed.WorkingwithAmazonhaspitfallsandroutes tosuccess,andspeakersadvisethatfocusingonthefactthatthebeatingheartofAmazonisallaboutcustomercentricityandconsistencyofsales.Theyalsoofferfivethingsyoushouldn’tfocusoninordertoimproveyourAmazonrankings. Pricing,logisticsandprofitability–howretailersandbrandsmaintainmarginwhensellingviaAmazon–arefollowedbyinsightintobuildingbrandstories,andadvertising.Thespeakerssaythatbrandstories,productreviewsandA+Contenthelptobuildtrust,allowingbrandstoincreaseawarenessandconnectwithAmazoncustomers. InternationalreachisoneareainwhichAmazondominates.AheadoftheSummit,speakershavesharedtheirownexperiencesofsellingoverseas. Moreinsightanddirectexperiencesaresharedinthecompanyprofiles.Theseexaminethejourney,learningsandchallengesovercomebysomeofthebrandsspeakingattheSummit,andhowtheyare profitingbysellingonAmazon.BrandsincludedinthecompanyprofilesareKaoCorporation,MarsWrigley,Reckitt,Sons,TheCheekyPandaandWild&Stone. WehopeyoufindthisreportandtheAmazonSellersSummitenjoyable,informativeandofcommercialvalue,whereveryouareonyourpathtoprofitingfromsellingonAmazon. TheAmazonSellersSummitteam Strategicoverview03 Settingastrategy05 Partnerperspective:SellerSprite08 Maintainingmargins10 Buildingbrandstories13 Expandinginternationally15 Companyprofile:KaoCorporation17 Companyprofile:MarsWrigley18 Companyprofile:Reckitt19 Companyprofile:Sons20 Companyprofile:TheCheekyPanda21 Companyprofile:Wild&Stone22 Lookingahead23 AMAZONSELLERSREPORT2025|STRATEGICOVERVIEW Strategicoverview Amazon’sscaleandreachareoverwhelmingbutratherthanstareinaweorworry,brandscanusethemarketplacetotheiradvantage Amazonisoneoftheworld’seliteretailersand acompanythatdefinesthemarketplaceconcept. ItfeaturesinRetailXrankingsatagloballevel,aswellaswhenretailersaremeasuredacrossregionsandcountriesfromFranceandGermanytoAustralia. WhateverthedepthofyourrelationshipwithAmazon,whetherasaconsumer,retailer,brandorsupplier,thecompanyhastobeadmired. Theextentofitsreachintoconsumers’lives,itsinnovations–fromBlackFridaytoagenticAI enablingconsumerstobuyfromotherretailsites –anditstechnologicaladvancementsputitasadigitalpowerhouse.Indeed,thecompanycallsitselfatechnologycompanyratherthanaretailerormarketplace.Evenfromthelatterperspective,itsambitionsareadmirable.LogisticsandAI-poweredcustomerexperiencehelpitretainitspositionatthetopoftheretailindustry,aswellascontinueitsannuallyheldpositionasanEliteretailerinRetailXrankings.In2025,itisrampingupinvestmentinAIinitiatives,settingaside$100bn. Forthepurposesofthisreport,itisAmazon’sactionsasamarketplacethatarecovered. Theviewsofthosecompaniessellingonthemarketplacehavebeensought.AsErnestoRojas,headofmarketplacesatmen’shaircarebrandSonspointsout:“Lookingintoakeynumber,around RXMAS25RP©2025retailx.net 56%ofallproductsearchesnowbeginonAmazon,comparedto31%onGoogle.”Whilethesefigureschangebycountry,thereisgenerallyanevenmatchbetweenAmazonandsearchenginessuchasGoogle,ifnotaleaninginAmazon’sfavour. AMAZONASAMARKETPLACE Amazonisavolumebusiness,attractingtrillionsofvisitsfromEuropeaninternetusersin2021.The figurehasdroppedoffsincethesepandemicheightsbutitremainsthemost-visitedecommercesiteintheregion.Amazon’stotalrevenue,grossprofitandsharepricecontinuetosoar.Itsfourthquarter,ending31December2024,sawsalesriseby10%. ThegrowthofAmazon’smarketplaceisfuelledbysalesofitsownproducts,thoseitbuysfrom othercompaniesandsellsunderfirst-partyvendorrelationships(1P)and,ofcourse,thethird-party(3P)salesmadebythetenmillionorsosellersthatlistitemsonthemarketplace. DEFINEYOURAMAZONSTRATEGY BrandsneedtodecidewhetherAmazonisacoresaleschanneloranecessaryonebecauseit’swheretheirtargetaudienceisshopping.“Thiswillhelptodefinethestrategyyoutakewiththismarketplacechannel,”saysJamesBennett,Dire