Amazon

入驻前，商家最需要关心的九个维度：

商家速览

The #1 full-category channel in North America, with the most mature traffic and FBA fulfillment; best for brand/factory sellers with supply chain strength and capital. Fees are high and competition is fierce — not a low-barrier entry.

入驻门槛

Onboarding centers on the Professional seller plan ($39.99/month, or Individual at $0.99/item, official sell.amazon.com/pricing), requiring a business license/ID and tax information, followed by seller-center KYC after registration. The US site accepts company or individual identities; expansion across regions requires separate compliance: a VAT number in Europe, local tax registration in Japan, GST in India, and heavy inflows of Chinese sellers on Amazon.ae/.sa in the Middle East. Brand Registry requires a valid trademark and is the prerequisite for A+ content and advertising benefits. New seller registrations fell to a decade low in 2025 (~165,000, Marketplace Pulse), with review and fee barriers rising.

费用结构

Referral fees are 15% for most categories (minimum $0.30), with some categories at 8%–12% or higher (e.g., Amazon Device Accessories at 45%, per the official fee schedule); subscription fees are Professional $39.99/month and Individual $0.99/item; FBA storage/fulfillment fees are charged separately and have risen year after year; advertising (Sponsored) is bid-based. In 2025, "continuously rising referral + FBA fees" drew seller criticism (na_platforms.md). For specifics, refer to the latest official fee schedule.

流量获取

On-site search and category organic traffic are the biggest entry points; the algorithm favors high-converting items that Prime can fulfill. The ad system (Sponsored Products/Brands/Display) is mature, with Q4'24 ad revenue of $17.3B (+18%). The Rufus AI shopping assistant is expected to drive about $12B in incremental sales in 2025, and the Haul low-price storefront captures budget traffic. New-product cold start depends heavily on ad spend and review accumulation.

物流履约

FBA (Fulfillment by Amazon) is the core fulfillment model: Q4'24 Prime same-day/next-day delivered units grew +65% YoY, with storage, delivery, and customer service handled end to end; sellers can also self-fulfill (FBM) or use Multi-Channel Fulfillment (MCF). Cross-region: Pan-European FBA in Europe, local warehouses in Japan/India and elsewhere; storage fees have risen in recent years (e.g., India storage fees +11% in 2025, in_platforms.md).

支付与结算

The platform collects payments centrally with multi-currency settlement (USD/EUR/JPY and more); the seller settlement cycle is typically about 14 days (adjustable based on account performance); Amazon Pay and third-party payout services (e.g., Payoneer/WorldFirst) support currency conversion. Referral fees, storage fees, and ad costs are automatically deducted from settlement.

合规要求

US sales tax is collected by the platform or registered by the seller at the state level; cross-border European sales require VAT registration and filing (the Italian 23% VAT case is a typical compliance cost, eu_platforms.md); products need CE/FCC/CPSC and other certifications and must comply with platform restricted-product policies. The FTC settled a ROSCA "dark patterns" case (difficulty canceling Prime) for $2.5B, and compliance for subscription categories is tightening; EU DSA and other regulatory spillover affects cross-border operations.

主要风险

1) Rising fees + ecosystem hyper-competition: new seller registrations hit a decade low in 2025 (~165K), with sellers migrating to independent sites/Walmart; 2) the FTC antitrust suit remains unresolved (proceeding after a summary-judgment motion was denied in 2025), with break-up/regulatory risk; 3) Temu/Shein/TikTok Shop are siphoning young and budget-conscious users with low prices; 4) slower North American growth (FY24 +10%) plus cross-border regulatory spillover such as the EU's July 2026 €3/parcel tax.

适合的卖家

Best for brand/factory sellers with a stable supply chain who can carry FBA inventory and advertising costs, and for merchants with a trademark who can enroll in Brand Registry. Full-category coverage; standardized categories like 3C, home, and baby products have clear volume advantages. Not suitable for thin-margin, undifferentiated, or cash-strapped newcomers — fees and competition will quickly eat gross margin; cross-region expansion (Europe/Japan/Middle East, etc.) requires simultaneously addressing VAT and local certifications.

信息来源

research/sections/na_platforms.md; 各地区电商平台Top5深度研究报告.md 第2章/第11章; research/sections/eu_platforms.md; research/sections/in_platforms.md; https://sell.amazon.com/pricing; https://www.marketplacepulse.com/articles/amazon-seller-registrations-hit-decade-low-in-2025; https://ir.aboutamazon.com/news-release/news-release-details/2025/Amazon-com-Announces-Fourth-Quarter-Results/

Amazon 在 8 个区域的 Top5 平台榜单中出现：北美、欧洲、日本、印度、东南亚、澳新、拉美、中东非洲。

• 北美 North America（#1）：Marketplace+自营+Prime+FBA；62% 成交由第三方卖家完成；广告 $17.3B (Q4'24)；AI 助手 Rufus
• 欧洲 Europe（#1）：泛欧 marketplace+Prime+FBA；欧盟投资 €38B (2024)/€55B (2025 计划)
• 日本 Japan（#2）：全品类+Prime 次日达；电子/日用强
• 印度 India（#2）：全品类+Prime 生态；'Bharat' 下沉策略；2025 进入即时零售（Tez/Now）
• 东南亚 Southeast Asia（#4）：新加坡为主；Prime Now/Fresh
• 澳大利亚/新西兰 Australia & New Zealand（#1）：marketplace+自营+FBA+Prime
• 拉丁美洲 Latin America（#3）：全球 marketplace+Prime 物流；与 Magalu 销售物流合作；低价策略对抗亚洲跨境
• 中东与非洲 Middle East & Africa（#2）：前 Souq 转化；海湾双寡头

每条数据取自对应区域的 Top5 平台报告与来源审计，未跨区域折算或估算新数字：