创十年新低！亚马逊卖家注册量暴跌44%

Core Insights - Amazon's new seller registrations are projected to drop significantly in 2025, reaching 165,000, a 44% decrease year-over-year, marking the lowest level since 2015 [1] - Chinese sellers continue to dominate new registrations, accounting for 59.9% of the total, although this represents a decline from 62.3% in 2024 [1] - The market share of emerging e-commerce platforms is increasing, with Temu capturing 24% of global cross-border e-commerce sales in 2025, equaling Amazon's share [1][2] Group 1: Seller Registration Trends - The number of new sellers on Amazon is expected to fall to 165,000 in 2025, a 44% decline from the previous year [1] - Chinese sellers represent the largest share of new registrations at 59.9%, but this is a decrease from 62.3% in 2024, marking the first decline in four years [1] - The proportion of new registrations from U.S. sellers has dropped to 16.3%, down from 26.8% in 2024, indicating a continuing downward trend [1] Group 2: Market Dynamics - Over 60% of the top 10,000 sellers on Amazon were registered before 2019, highlighting the growing gap between established sellers and newcomers [1] - Temu's rapid growth is notable, as it reached a 24% market share in just three years, up from 1% at its launch in 2022 [2] - The top ten e-commerce apps collectively cover over 2 billion monthly active users, with Amazon leading at 651.7 million, followed by Shopee and Temu [2] Group 3: Seller Strategies and Challenges - Rising tariff costs and increased compliance requirements are discouraging new sellers from joining Amazon, while established sellers are reducing their investments on the platform [2] - Some sellers are diversifying their operations by exploring platforms like Temu and TikTok Shop, and are also establishing manufacturing bases in countries like Vietnam and Mexico to localize supply chains [2] - Sellers in Shenzhen are shifting focus from scale expansion to quality improvement, emphasizing the need for supply chain integration and multi-platform operations to survive industry changes [3]