Amazon(US:AMZN) Guoxin Securities·2025-07-15 02:38Investment Rating - The investment rating for the cross-border e-commerce industry is "Outperform the Market" (maintained) [2] Core Viewpoints - The 2025 Amazon Prime Day sales reached a record high of $24.1 billion in the U.S., representing a 30% year-on-year growth, exceeding the previous forecast of 28% [3][5] - The promotional period for Prime Day was extended from 2 days to 4 days, with overall discounts among U.S. retailers ranging from 11% to 24% [3][5] - Chinese sellers have capitalized on this opportunity by increasing investments in promoting new products and expanding brand influence, resulting in significant sales growth [3][5] - Emerging markets are expected to contribute additional growth, with Prime Day events planned for Brazil, Egypt, India, Mexico, Saudi Arabia, and the UAE later in the summer [6][9] Summary by Sections Sales Performance - Amazon's Prime Day in 2025 achieved sales of $24.1 billion, a 30.3% increase from the previous year, with sales and volume hitting historical highs [5] - A specific kitchenware company saw a 230% year-on-year increase in sales on the first day of Prime Day, while an outdoor apparel brand experienced a 140% year-on-year increase in sales volume [5] Market Opportunities - The overseas e-commerce market still has room for penetration, with strong consumer demand for quality Chinese products [4][9] - Cross-border brands are enhancing their product capabilities and diversifying regions to improve resilience against risks, benefiting from an optimized competitive landscape [4][9] Emerging Markets - The international business revenue for Amazon is projected to reach $142.9 billion in 2024, with a 9% year-on-year growth [7] - Chinese cross-border brands are actively expanding into emerging markets, with Anker Innovations increasing its revenue share from non-European and American markets from 26.84% in 2020 to 31.17% in 2023 [7]