Newcomer A
Please advise you to open an Amazon site first?
Newcomer B
Still don't know which countries Amazon can sell to?
Newcomer C
Profit is more important than sales! Which site has the most generous Amazon users? I'm going to sell something to the rich! What other categories are there to sell?
Which site should you choose to take the first step across borders? In fact, each Amazon site also has its own advantages. Choose the right site, cross-border business is half successful.
Amazon opens 17 overseas sites to Chinese sellers. Now you only need a set of information to open 13 popular sites around the world: three countries in North America (the United States, Canada, Mexico), eight European countries (Britain, France, Germany, Italy, Spain, the Netherlands, Poland, Sweden) and Japan, Australia, saving you more time and energy, convenient multi-site management.
Some of these mature sites have complete supporting facilities, perfect systems, mature operations, sufficient user volume, and full of business opportunities, which are the first choice for many new sellers;
Although the emerging sites are just emerging, they have their own characteristics, and there are also vast blue oceans, promising, and may be your destined home.
In this article, Xiaobian first takes you to deeply understand the three mature sites of Amazon in the United States, Japan and Europe.
Site Archive
Coverage area and users
It includes nearly 500 million people in the United States, Canada and Mexico1, covering all ages. North America's Prime membership is high, with more than 150 million2.
E-commerce environment
North America station regional e-commerce volume is large, online shopping consumer population, there are about 320 million online shopping users3, the overall growth rate is stable, Canada growth is particularly eye-catching, in 2020 online sales achieved a 75% increase4. Amazon is firmly ranked first among e-commerce sites in the United States, Canada and Mexico5.
Site features
The North American station takes the American station as the core, radiates the Canadian station and the Mexican station, and is amazon's trump card station.
Online shopping for the whole people, large volume, large traffic
The U.S. online shopping population of up to 200 million, from 18 years old to 80 years old + Americans love to shop online6, Amazon is the number one online shopping site in the United States, the American people are used to Amazon is a habit. Mexico's young consumer group is prominent and full of interest in online shopping. Here, there are unlimited business opportunities.
There are dramas in both large and small categories
North American stations have large traffic and larger sales, as long as they find their own categories with competitive advantages, even if they are oriented to a very narrow segment, they can rely on deep traffic pools to make sales in North America. Not to mention the large category, the North American station once set a record of 10,000 pieces of sales in 2 days.
Improve the logistics system and send it directly to the three countries in one warehouse
Amazon is also equipped with convenient logistics services, which can ship FBA warehouse selections to Canada and Mexico, eliminating the cumbersome management of inventory in the three countries.
Hot selling options
Clothing, consumer electronics, home improvement supplies, ice and snow sports equipment, home life entertainment office supplies, etc.
North America has a large number of users, covering all income ranges and age groups. Fast-paced apparel and consumer electronics products are very popular with young consumers. At the same time, ice and snow sports are also popular leisure activities in Canada and the United States with strong per capita spending power. Under the epidemic has become the "new normal", products related to various life scenarios have exploded and become popular products for North American sites.
Site summary
In Amazon's global site, the North American station has a large volume and high traffic, a wide user coverage, and business opportunities in various categories. If you are a new seller with a back to the apparel, consumer electronics, auto parts, home improvement and supplies industry belt, then come here to expand the territory to start a cross-border e-commerce business, it can be said that the advantage is doubled!
8 sites in the UK, France, Germany, Italy, Spain, the Netherlands, Sweden, and Poland have 340 million online shopping users, including tens of millions of Prime members7.
Europe has a population of 500 million8, the e-commerce market is growing rapidly, in 2020 alone, the online shopping rate in Europe will rise from 65% in 2019 to about 85%, and the overall e-commerce market in Europe will reach $569.2 billion in 20259.9 The countries where Amazon's European 8 sites are located are relatively mature in the entire European e-commerce environment, and the e-commerce penetration rate is above 82%10, which is much higher than the European average. Amazon ranks among the top e-commerce sites in 8 European countries, with 450,000 monthly visits11. The European station is a treasure trove comparable to the American station!
European consumers are humble and friendly, have low price sensitivity and low return and exchange rates. Sitting on such a "generous buyer", it is very friendly to novice sellers, with great profits and a pleasant process.
Consumers are generally generous and wealthy, and the cost performance is also loved by young people
European consumers are relatively wealthy, with a per capita income of $48,00012, coupled with Europe's deep cultural heritage and cultural traditions, European consumers generally like high-quality products, pay considerable attention to the added value of products, and are not particularly sensitive to price. This allows products with a sense of design to survive at a relatively high unit price in Europe, ensuring a high profit margin. At the same time, the trend of youth in the European online market is worth paying attention to: the proportion of young people in European e-commerce users is gradually increasing, they shop frequently online, pay attention to cost performance, and are good at selecting the best price through price comparison websites.
There are many festivals and more business opportunities
European countries have a high level of economic development, focus on enjoying life, have rich holidays, thus deriving more abundant and diverse consumer demand, with Amazon's customized diversified promotional tools for Europe, sellers can tap more business opportunities.
Inventory sharing, saving logistics costs
It doesn't matter if China is far from Europe, sellers can send products to any Amazon fulfillment center in Europe, which can realize cross-country transfers to other European countries in Europe, greatly saving logistics costs.
Clothing, personal care, small household appliances, sports outdoors, computers, mobile phone accessories and headphones, etc.
Europeans attach great importance to environmental protection and practicality, especially in product packaging, preferring to choose simple recyclable and recyclable materials. At the same time, European people are also famous for loving life, and it can be said that the selection of products that can open the cross-border e-commerce market here is also dazzling and numerous.
Amazon's European station is well-equipped, mature in operation, and the volume is close to that of the United States station, but the competition is smaller than that of the United States station, and it is currently in a benign range where the market volume and the intensity of competition are relatively balanced, and there are perfect supporting services and guidance in compliance operations. For sellers who are interested in long-term operations in Yama and expanding globally, the European station is a good touchstone and training ground.
Amazon Japan has millions of Prime members.
The number of Japanese Internet users reached 119 million 13, the Japanese e-commerce market has continued to grow year after year, since 2016, the compound annual growth rate of 7.5%, so far the online sales scale has exceeded 160 billion US dollars 14, although Japan is a small land area, but it is the world's third largest e-commerce market, the volume is second only to China and the United States, is close to the trillion market. Amazon has the highest number of views and sales on Japanese e-commerce sites15.
A well-deserved highland of medium and high consumption
In the Amazon sites, the Japanese station is a bit like the technology upstart on the rich list, it looks like the same simple round neck T that is worn every day, in fact, it pays attention to design and material, and the famous design price is not cheap. Japanese consumers have a low-key style, like natural and simple design, and pay attention to cost performance, but if they think that their consumption power is limited, they can be very wrong: Japanese consumers are actually very good at buying and buying, they not only earn more, but also spend more, and the annual per capita online shopping consumption is 1666 US dollars 16.
High-quality consumers, high repurchase rate, low return rate
Japanese consumers are serious and loyal, and if they recognize the merchant and the product, they tend to buy it repeatedly. Easy to build loyalty. At the same time, the humble and courteous public personality and high literacy make them less likely to initiate returns and exchanges, and the cost of returns and exchanges for Japanese station sellers is significantly lower than that of other sites.
The promotion culture is strong, and there are many promotional activities throughout the year
Japan's popular promotion culture, there are many festivals and conventions of the traditional promotion season, Japanese consumers love to get together to promote the purchase. The site is promoted up to 10 times a month throughout the year, and the seller formulates a new and logistics plan on the Japanese station, and should fully consider the promotion node to prepare and seize the tide of traffic.
Logistics is fast and convenient, and operation is convenient
Japan is a small area with same-day/next-day delivery for orders using FBA. Sellers on Amazon's Japan site can also enjoy logistics preferential services, such as: free warehousing, free advertising, free removal, free return processing services and other benefits for new products, saving time and effort for site operation and creating a good consumer shopping experience.
Household groceries, storage supplies, consumer electronics, kitchen appliances, home improvement, etc.
Japanese consumers have always had a high pursuit of texture, from the function, material to the design can reach a high level of products, more can quickly capture their hearts. At the same time, Japanese consumers do not like luxury, low-key aesthetics, respect the abandonment, prefer simple, simple, casual, environmentally friendly goods, and also like white, gray, black and other low-key neutral colors.
Amazon Japan station is the nearest mature site to Chinese sellers, convenient freight, developed logistics, and the same East Asian cultural circle allows Chinese sellers to also have the advantage of cultural homology. And in Amazon Japan, sellers can also enjoy customized selection services to help you grasp the traffic password, if you happen to be a new seller with trade experience with Japan, then Japan is your great choice to start your Amazon journey!
The above is the overall situation of Amazon's three mature sites! In addition to the excellent site itself, Amazon will also provide you with a variety of intimate services to help you successfully start a cross-border gold digging journey.
Seeing this, have new sellers found their ideal site? Let's tell you a secret, Amazon's old sellers who have already made a lot of money on mature sites still like to stare at emerging sites. Amazon opens one stop to Chinese sellers, and old sellers follow one more stop, just to become a market first entrant.