亚马逊三季度卖家费用与广告收入达到自营零售收入的96.6%

亿邦动力 2026-11-06 09:52

亿邦动力 2026/11/06 09:52

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总：亚马逊的赚钱重心正从自营卖货转向向卖家收费和卖广告。

1. 2026年三季度，卖家费用与广告收入合计661亿美元，自营线上商品销售收入685亿美元，前者达到后者96.6%，一年前为89.3%。

2. 合并今年二、三季度看，两类收入差距从去年同期127亿美元降到62亿美元，差距减半。

3. 过去十二个月，线上及实体零售收入占总营收38.8%，线上商店占35.9%，费用与广告收入占33.3%；费用与广告收入同比增长25%，比线上商店快近10个百分点。

4. AWS收入占比从16.9%升至20.2%，增速50%。

5. 按趋势推算，两类收入或在2028年春季持平，假日季可能先拉大差距；卖家越来越多成为亚马逊客户，为平台用户、履约网络和广告资源付费。

总：亚马逊平台内的品牌营销资源正变得更重要，品牌需要把平台费用、广告和履约成本纳入渠道策略。

1. 2026年三季度卖家费用与广告收入661亿美元，达自营线上商品销售收入685亿美元的96.6%，一年前为89.3%；费用与广告收入过去十二个月同比增长25%，比线上商店快近10个百分点。

2. 亚马逊零售端仍与第三方卖家直接竞争，卖家越来越多成为亚马逊客户，为平台用户、履约网络及广告资源付费，说明品牌获取流量和履约支持更依赖平台付费资源。

3. 线上及实体零售收入占比过去十二个月降至38.8%，线上商店占35.9%，费用与广告收入占33.3%，平台收入结构向服务与广告倾斜。

4. 杂货类订单占比较高，主要通过亚马逊自有网络履约；假日季消费特征对自营零售拉动更强，品牌需关注大促档期和品类节奏。

总：卖家在亚马逊上的增长机会仍存，但平台费用、广告投入和自营竞争构成主要压力。

1. 2026年三季度，亚马逊卖家费用与广告收入661亿美元，相当于自营线上商品销售收入685亿美元的96.6%，一年前为89.3%；合并二、三季度，两类收入差距从127亿美元缩至62亿美元。

2. 过去十二个月费用与广告收入同比增长25%，比线上商店快近10个百分点；亚马逊向第三方收取的费用收入增速仍接近自营商品销售增速的两倍，说明第三方卖家仍是平台重要收入来源。

3. 风险在于亚马逊零售端仍与第三方卖家直接销售竞争，卖家越来越成为平台客户，需为平台用户、履约网络及广告资源付费，成本和依赖度上升。

4. 机会在于第三方卖家收入仍在增长，杂货类订单多由亚马逊自有网络履约；假日季自营零售拉动更强，按趋势两类收入或在2028年春季持平。文中未提具体扶持政策。

总：文章显示亚马逊电商正从自营卖货转向平台服务与广告变现，工厂做电商需重新核算平台成本和渠道价值。

1. 2026年三季度卖家费用与广告收入661亿美元，达自营线上商品销售收入685亿美元的96.6%，一年前为89.3%；合并二、三季度差距从127亿美元降至62亿美元，平台服务收入逼近自营零售。

2. 过去十二个月费用与广告收入同比增长25%，比线上商店快近10个百分点；第三方卖家相关费用收入增速接近自营商品销售增速的两倍，说明通过第三方平台销售仍有规模机会。

3. 卖家越来越多成为亚马逊客户，为平台用户、履约网络及广告资源付费；工厂若做电商，需把平台费用、履约、广告流量成本纳入产品定价和渠道设计。

4. 杂货类订单占比较高且多通过亚马逊自有网络履约，假日季对自营零售拉动更强；平台收入结构变化也提示工厂关注电商服务化和数字化履约能力。

总：亚马逊收入结构变化为服务商提示了平台服务货币化、卖家成本上升和基础设施增长三条线索。

1. 2026年三季度卖家费用与广告收入661亿美元，达自营线上商品销售收入685亿美元的96.6%，一年前为89.3%；过去十二个月费用与广告收入同比增长25%，比线上商店快近10个百分点。

2. 客户痛点体现在卖家越来越多成为亚马逊客户，为平台用户、履约网络及广告资源付费；同时亚马逊零售端仍与第三方卖家直接竞争，卖家对流量获取、履约效率和广告投放的精细化需求上升。

3. 服务机会可围绕平台费用与广告成本核算、履约网络对接、流量与广告资源获取展开；文章还显示AWS收入占比从16.9%升至20.2%，增速50%，基础设施类业务正替代部分零售份额。

4. 趋势上，按过去十二个月增速推算，两类收入或在2028年春季持平，假日季可能先拉大差距。

总：亚马逊的案例显示平台可通过卖家费用、广告和履约资源实现服务化收入，同时要平衡自营与第三方竞争。

1. 2026年三季度卖家费用与广告收入661亿美元，达自营线上商品销售收入685亿美元的96.6%，一年前为89.3%；合并二、三季度，两类收入差距从127亿美元缩至62亿美元。

2. 平台最新做法是让第三方卖家越来越多成为客户，为平台用户、履约网络及广告资源付费；向第三方收取的费用收入增速接近自营商品销售增速的两倍。

3. 收入结构上，过去十二个月线上及实体零售占总营收38.8%，线上商店占35.9%，费用与广告收入占33.3%；费用与广告收入同比增长25%，与整体营收增速持平，AWS增速50%、占比升至20.2%。

4. 运营需注意自营零售仍与第三方卖家直接竞争，杂货订单多由自有网络履约；假日季对自营拉动更强，按趋势两类收入或在2028年春季持平。

总：文章提供了平台型电商从自营零售向服务费与广告收入转型的量化样本，也留下平台与卖家竞争的新问题。

1. 2026年三季度卖家费用与广告收入661亿美元，自营线上商品销售收入685亿美元，占比96.6%，一年前89.3%；合并二、三季度差距从127亿美元降至62亿美元，规模差距减半。

2. 长期看，线上及实体零售收入占总营收从2021年一半降至过去十二个月38.8%，线上商店占35.9%，费用与广告收入占33.3%；费用与广告收入同比增长25%，比线上商店快近10个百分点。

3. 新问题是亚马逊零售端仍与第三方卖家直接竞争，卖家越来越多成为平台客户，为平台用户、履约网络及广告资源付费，平台货币化与卖家依赖同步加深。

4. AWS收入占比从16.9%升至20.2%、增速50%，成为替代零售份额的基础设施业务；按趋势两类收入或在2028年春季持平，假日季可能先拉大差距，Prime Day档期移出三季度对对比有抬升作用。文章未提出政策法规建议。

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Summary: Amazon's profit center is shifting from first-party product sales to charging sellers and selling advertising.

1. In Q3 2026, seller fees and advertising revenue combined reached $66.1 billion, compared with $68.5 billion in first-party online product sales; the former equaled 96.6% of the latter, up from 89.3% a year earlier.

2. Combining Q2 and Q3 of this year, the gap between the two revenue categories narrowed to $6.2 billion from $12.7 billion in the same period last year, halving the difference.

3. Over the past twelve months, online and physical retail revenue accounted for 38.8% of total revenue, online stores for 35.9%, and fees and advertising revenue for 33.3%; fees and advertising revenue grew 25% year over year, nearly 10 percentage points faster than online stores.

4. AWS's revenue share rose to 20.2% from 16.9%, with growth of 50%.

5. Based on the trend, the two revenue categories may converge by spring 2028, though the holiday season could widen the gap first; sellers are increasingly becoming Amazon customers, paying for access to platform users, fulfillment network, and advertising resources.

Summary: Brand marketing resources within Amazon's platform are becoming more important, and brands need to incorporate platform fees, advertising, and fulfillment costs into channel strategy.

1. In Q3 2026, seller fees and advertising revenue reached $66.1 billion, equal to 96.6% of $68.5 billion in first-party online product sales, up from 89.3% a year earlier; over the past twelve months, fees and advertising revenue grew 25% year over year, nearly 10 percentage points faster than online stores.

2. Amazon's retail arm still competes directly with third-party sellers, and sellers are increasingly becoming Amazon customers, paying for platform users, fulfillment network, and advertising resources. This shows that brands' access to traffic and fulfillment support relies more on paid platform resources.

3. Over the past twelve months, online and physical retail revenue's share fell to 38.8%, online stores accounted for 35.9%, and fees and advertising revenue for 33.3%, as the platform's revenue mix tilts toward services and advertising.

4. Grocery orders account for a relatively high share and are mainly fulfilled through Amazon's own network; holiday-season consumption characteristics provide a stronger boost to first-party retail, so brands need to watch promotional periods and category rhythms.

Summary: Growth opportunities for sellers on Amazon remain, but platform fees, advertising spending, and first-party competition are the main pressures.

1. In Q3 2026, Amazon's seller fees and advertising revenue reached $66.1 billion, equivalent to 96.6% of $68.5 billion in first-party online product sales, up from 89.3% a year earlier; combining Q2 and Q3, the gap between the two revenue categories shrank from $12.7 billion to $6.2 billion.

2. Over the past twelve months, fees and advertising revenue grew 25% year over year, nearly 10 percentage points faster than online stores; Amazon's fee revenue from third parties is still growing at nearly twice the rate of first-party product sales, indicating that third-party sellers remain an important revenue source for the platform.

3. The risk is that Amazon's retail arm still competes directly with third-party sellers in sales, and sellers are increasingly becoming platform customers who must pay for platform users, fulfillment network, and advertising resources, raising costs and dependence.

4. The opportunity is that third-party seller revenue is still growing, grocery orders are mostly fulfilled by Amazon's own network, and holiday seasons provide a stronger boost to first-party retail; based on the trend, the two revenue categories may converge by spring 2028. The article does not mention specific support policies.

Summary: The article shows that Amazon e-commerce is shifting from first-party selling to platform services and advertising monetization; factories doing e-commerce need to recalculate platform costs and channel value.

1. In Q3 2026, seller fees and advertising revenue reached $66.1 billion, equal to 96.6% of $68.5 billion in first-party online product sales, up from 89.3% a year earlier; combining Q2 and Q3, the gap narrowed from $12.7 billion to $6.2 billion, as platform service revenue approaches first-party retail.

2. Over the past twelve months, fees and advertising revenue grew 25% year over year, nearly 10 percentage points faster than online stores; revenue from third-party seller-related fees is growing at nearly twice the rate of first-party product sales, indicating that selling through third-party platforms still offers scale opportunities.

3. Sellers are increasingly becoming Amazon customers, paying for platform users, fulfillment network, and advertising resources; if factories do e-commerce, they need to incorporate platform fees, fulfillment, and advertising traffic costs into product pricing and channel design.

4. Grocery orders account for a relatively high share and are mostly fulfilled through Amazon's own network, while holiday seasons provide a stronger boost to first-party retail; changes in the platform's revenue mix also suggest that factories should pay attention to e-commerce servitization and digital fulfillment capabilities.

Summary: Changes in Amazon's revenue mix point service providers to three themes: monetization of platform services, rising seller costs, and infrastructure growth.

2. Customer pain points are reflected in sellers increasingly becoming Amazon customers who pay for platform users, fulfillment network, and advertising resources; meanwhile, Amazon's retail arm still competes directly with third-party sellers, raising sellers' need for more refined traffic acquisition, fulfillment efficiency, and ad placement.

3. Service opportunities can focus on accounting for platform fees and advertising costs, connecting with the fulfillment network, and obtaining traffic and advertising resources; the article also shows AWS's revenue share rising to 20.2% from 16.9%, with growth of 50%, as infrastructure businesses are replacing part of retail's share.

4. By trend, based on the past twelve months' growth rate, the two revenue categories may converge by spring 2028, though the holiday season could widen the gap first.

Summary: Amazon's case shows that platforms can generate service-based revenue through seller fees, advertising, and fulfillment resources, while balancing first-party and third-party competition.

1. In Q3 2026, seller fees and advertising revenue reached $66.1 billion, equal to 96.6% of $68.5 billion in first-party online product sales, up from 89.3% a year earlier; combining Q2 and Q3, the gap between the two revenue categories narrowed from $12.7 billion to $6.2 billion.

2. The platform's latest approach is to make third-party sellers increasingly into customers who pay for platform users, fulfillment network, and advertising resources; revenue from fees charged to third parties is growing at nearly twice the rate of first-party product sales.

3. In terms of revenue mix, over the past twelve months online and physical retail accounted for 38.8% of total revenue, online stores for 35.9%, and fees and advertising revenue for 33.3%; fees and advertising revenue grew 25% year over year, in line with overall revenue growth, while AWS grew 50% and its share rose to 20.2%.

4. Operations must note that first-party retail still competes directly with third-party sellers, grocery orders are mostly fulfilled by the owned network, and holiday seasons provide a stronger boost to first-party; based on the trend, the two revenue categories may converge by spring 2028.

Summary: The article provides a quantitative sample of a platform-based e-commerce company's transition from first-party retail to service fees and advertising revenue, while also raising new questions about platform-seller competition.

1. In Q3 2026, seller fees and advertising revenue reached $66.1 billion, versus $68.5 billion in first-party online product sales, a ratio of 96.6%, up from 89.3% a year earlier; combining Q2 and Q3, the gap narrowed from $12.7 billion to $6.2 billion, halving the scale difference.

2. Over the longer term, online and physical retail revenue's share of total revenue fell from half in 2021 to 38.8% in the past twelve months, with online stores at 35.9% and fees and advertising revenue at 33.3%; fees and advertising revenue grew 25% year over year, nearly 10 percentage points faster than online stores.

3. The new question is that Amazon's retail arm still competes directly with third-party sellers, and sellers are increasingly becoming platform customers who pay for platform users, fulfillment network, and advertising resources, deepening both platform monetization and seller dependence.

4. AWS's revenue share rose to 20.2% from 16.9%, with growth of 50%, becoming an infrastructure business that substitutes for part of retail's share; based on the trend, the two revenue categories may converge by spring 2028, though the holiday season could widen the gap first, and the shift of Prime Day out of Q3 has an upward effect on the comparison. The article does not propose policy or regulatory recommendations.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

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2026年第三季度，亚马逊合计收取卖家费用与广告收入661亿美元，同期自营线上商品销售收入为685亿美元，前者规模达到后者的96.6%。一年前这一占比为89.3%。今年Prime Day大促档期移出第三季度，对对比数据有一定抬升作用，即便合并今年二、三季度数据计算，两类业务的收入差距也已从去年同期的127亿美元收窄至62亿美元，规模差距减半，亚马逊起家的自营零售业务即将被卖家服务费与广告收入反超。

这一转变已经历多年推进。2021年亚马逊线上及实体零售收入占总营收的一半，一年前占比略高于40%，过去十二个月这一比例已降至38.8%。此前市场曾预计今年线上商店收入占比将与费用、广告收入占比持平在36%，当前实际数据显示零售业务占比为35.9%，费用与广告收入占比则维持在33.3%，和2024年水平一致。过去十二个月费用与广告收入同比增长25%，增速较线上商店业务高出近10个百分点，但这一增速仅与亚马逊整体营收增速持平。AWS云业务同期增速达50%，收入占比从16.9%升至20.2%，成为另一项替代零售业务份额的基础设施类业务。

从订单单位量看，亚马逊零售业务近期从第三方卖家处赢回部分份额，主要由于占比较高的杂货类订单大多通过亚马逊自有网络履约，计入自营单位量统计。即便如此，亚马逊向第三方收取的相关费用收入增速仍接近自营商品销售增速的两倍。亚马逊零售端仍与第三方卖家存在直接销售竞争，卖家正越来越多地成为亚马逊的客户，为获取平台用户、履约网络及广告资源付费。

按过去十二个月的增长趋势推算，两类收入的规模预计将在2028年春季左右持平，晚于此前的市场预期，即将到来的假日季将首先再度拉大两类收入的差距，该时段的消费特征对自营零售销售拉动更强。

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