Amazon 各站点卖家平均流量一年增长 25%，美国竞争最激烈的市场格局正蔓延至全球

Amazon’s average traffic per active seller climbed 25% in the past year to 3,544 monthly visits, accelerating sharply from the 31% rise the metric posted across the prior four years combined.

When the metric was first established in 2021, the U.S. stood alone as the marketplace where sellers received the most traffic relative to their numbers. That same pattern of rising traffic per seller now extends across nearly every Amazon marketplace, and the steepest gains have occurred outside the U.S., with sellers in Brazil, Mexico, France, Poland, and the Netherlands all seeing traffic per seller grow by 40% to 57%.

According to SimilarWeb data, combined web traffic across all 23 Amazon marketplaces grew nearly 5% to 5.5 billion monthly visits, while Marketplace Pulse data – drawn from tracking millions of public seller storefronts – shows active sellers, defined as those receiving at least one feedback in the past year, declined 16% to under 1.56 million globally. The customer pie is growing, while the number of sellers dividing it is decreasing. Web traffic understates engagement in mature markets where Amazon’s app accounts for a larger share of activity, compressing measured visits-per-seller growth in those countries relative to newer marketplaces.

Several structural pressures are converging on marketplace sellers. Tariffs and inflation have complicated the cost of goods over the last year, while Chinese sellers – now more than half of Amazon’s active sellers globally – continue to intensify pricing competition. AI has raised the bar on operational sophistication, with established sellers using it to extend their lead. Marketplace fees rank as the top margin concern among Amazon sellers, closely followed by advertising spend. The result is a marketplace that disproportionately rewards sophisticated operations: fewer than 8,000 sellers now generate half of Amazon’s U.S. third-party GMV, roughly halving from the 15,000 sellers who held that position less than three years ago.

Outside the U.S., the same dynamic is playing out faster. Amazon’s U.S. share of its global marketplace traffic shifted from 46% to 45% – a single point that masks meaningfully faster growth across the rest of the network. Amazon.com.br added 36 million monthly visits while active sellers declined 23%, lifting visits per seller 57%. Mexico saw a similar gain, and Amazon.in posted comparable growth, though India’s FDI rules essentially restrict its marketplace to locally registered sellers. In Europe, France, the Netherlands, and Poland all recorded increases in visits-per-seller above 40%. U.S. sellers saw traffic per seller rise 19% – meaningful, but the smallest gain among Amazon’s top ten marketplaces. Newer markets are still expanding their consumer base, while the same operational pressures consolidating the U.S. are playing out across Europe and Latin America too.

The platform’s overall shape, however, remains intact. Amazon’s top ten marketplaces continue to account for 92% of both global traffic and active sellers. A multi-dimensional view confirms the U.S. as the strongest absolute opportunity, with revenue per seller more than $200,000 above the next-largest market. Saudi Arabia leads on traffic per seller alone at 9,980 visits – consumer demand inherited from Amazon’s 2020 Souq transition has outpaced seller adoption, though its low absolute traffic ceiling limits the range of categories that can sustain a business. Australia is the only Amazon marketplace where active seller numbers have grown over the past year.

For sellers capable of executing at the standard the platform now demands, the share of customer attention available to each seller has never been greater. The operational bar has risen, but so has the reward – and increasingly, that’s true on every Amazon marketplace.