亚马逊Haul疯狂扩张，中国跨境卖家成顶梁柱

跨境参考

03/06

亚马逊疯狂“下沉”。出品 | 跨境参考作者 | 徐小雨低价商店距离亚马逊上线Amazon Haul已经有一年多的时间了，这个定位清晰、主打高性价比刚需小件的专区，依托亚马逊主站流量池快速起量，已形成稳定的卖家与商品规模。日前，据Maeketplace Pulse发布的最新数据显示，目前美国市场已经有3287名卖家参与AmazonHaul项目，并且呈现明显价格分层：994名卖家均价低于10美元...

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18:28","share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","id":"2617822596","market":"us","top_or_hot":-1,"title":"亚马逊Haul疯狂扩张，中国跨境卖家成顶梁柱","media":"跨境参考","content":"<div>\n<p>亚马逊疯狂“下沉”。出品 | 跨境参考   作者 | 徐小雨低价商店距离亚马逊上线Amazon Haul已经有一年多的时间了，这个定位清晰、主打高性价比刚需小件的专区，依托亚马逊主站流量池快速起量，已形成稳定的卖家与商品规模。日前，据Maeketplace Pulse发布的最新数据显示，目前美国市场已经有3287名卖家参与AmazonHaul项目，并且呈现明显价格分层：994名卖家均价低于10美元...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2026030619420495436cb6&s=b\">网页链接</a>\n\n</div>\n","source":"tencent","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>亚马逊Haul疯狂扩张，中国跨境卖家成顶梁柱</title>\n<style 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}\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n亚马逊Haul疯狂扩张，中国跨境卖家成顶梁柱\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-03-06 18:28 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2026030619420495436cb6&s=b><strong>跨境参考</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>亚马逊疯狂“下沉”。出品 | 跨境参考   作者 | 徐小雨低价商店距离亚马逊上线Amazon Haul已经有一年多的时间了，这个定位清晰、主打高性价比刚需小件的专区，依托亚马逊主站流量池快速起量，已形成稳定的卖家与商品规模。日前，据Maeketplace Pulse发布的最新数据显示，目前美国市场已经有3287名卖家参与AmazonHaul项目，并且呈现明显价格分层：994名卖家均价低于10美元...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2026030619420495436cb6&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU2505996509.AUD","symbol_name":"WELLINGTON MULTI-ASSET HIGH INCOME \"AM4H\" (AUDHDG) INC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2026030619420495436cb6&s=b","article_id":"2617822596","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN2026030619420495436cb6&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, .wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2617822596","pubTimestamp":1772792894,"columns":[],"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"亚马逊疯狂“下沉”。Haul平台的商品规模也在持续扩大，据亚马逊此前公开的财报来看，Haul商店目前已有超过100万件商品的售价低于10美元，为了吸引消费者，其中许多商品价格低于5 美元，以极致价格吸引价格敏感型用户。然而，尽管Haul上线成绩斐然，但很多参与低价赛道的卖家正面临内外双重压力。总而言之，Amazon Haul上线一年，已成为亚马逊应对行业变革的关键棋子，是守住低价市场的护城河。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"LU2505996509.AUD":"WELLINGTON MULTI-ASSET HIGH INCOME \"AM4H\" (AUDHDG) INC","LU2065171311.SGD":"M&G (LUX) GLOBAL MAXIMA \"A\" (SGD) ACC","LU0157215616.USD":"FIDELITY GLOBAL FOCUS \"A\" INC","LU2065171402.SGD":"M&G (LUX) GLOBAL MAXIMA \"A\" (SGD) INC","LU2552382215.SGD":"WELLINGTON US BRAND POWER \"A\" (SGDHDG) ACC","LU2543165471.USD":"E FUND (HK) GLOBAL QUALITY GROWTH \"A\" (USD) ACC","LU0096362180.USD":"CT (LUX) I GLOBAL FOCUS \"DU\" 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Funds - US Technology A (acc) SGD","LU1496350171.SGD":"FRANKLIN DIVERSIFIED BALANCED \"A\" (SGDHDG) ACC","LU1145028129.USD":"ALLIANZ INCOME AND GROWTH \"AQ\" (USD) INC","LU0320765059.SGD":"FTIF - Franklin US Opportunities A Acc SGD"},"translate_title":"Amazon Haul expands wildly, Chinese cross-border sellers become the backbone","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AMZD":0.6,"AMZW":0.6,"AZYY":0.6,"USAW.SI":0.6,"AMZY":0.6,"AMZN":1.96,"AMZU":0.6,"AMZZ":0.6,"AMZP":0.6},"content_text":"亚马逊疯狂“下沉”。出品 | 跨境参考   作者 | 徐小雨低价商店距离亚马逊上线Amazon Haul已经有一年多的时间了，这个定位清晰、主打高性价比刚需小件的专区，依托亚马逊主站流量池快速起量，已形成稳定的卖家与商品规模。日前，据Maeketplace Pulse发布的最新数据显示，目前美国市场已经有3287名卖家参与AmazonHaul项目，并且呈现明显价格分层：994名卖家均价低于10美元，636名卖家均价10–15美元，424名卖家均价15–20美元，剩余1233名卖家均价超20美元。平台卖家价格分层图源：Maeketplace Pulse从经营情况来看，定价与卖家年收入似乎呈现正相关：售价低于10美元的卖家年均收入约49.8万美元，10至15美元区间的卖家年均收入约94.3万美元，而15至20美元区间的卖家年均收入约130万美元。根据这个数据综合测算下来，Marketplace Pulse估计，目前Amazon Haul每年可产生约20亿美元的商品交易总额（GMV），虽与Temu（300 亿美元）、SHEIN（180 亿美元）在美国市场的商品交易总额存在差距，但作为新业务，增速已经是相当可以了。另外，卖家结构极具特色，其中中国卖家占据着绝对主导地位。详细来看，均价低于10 美元的卖家中，97.5% 注册于中国大陆及香港，若包含美国本土壳公司运营的中国供应链主体，实际占比可能更多。Haul平台的商品规模也在持续扩大，据亚马逊此前公开的财报来看，Haul商店目前已有超过100万件商品的售价低于10美元，为了吸引消费者，其中许多商品价格低于5 美元，以极致价格吸引价格敏感型用户。Amazon Haul发展迅猛 图源：亚马逊重押Haul老实说，Haul 并非亚马逊临时试水，而是面对全球消费变局与平台竞争夹击下，打出的一场战略性防御与反击。一方面，全球高通胀环境持续发酵，消费者对价格的敏感度达到近年新高，刚需型低价商品迎来爆发式需求。就以去年黑五来说，据Adobe Analytics数据显示，2025年美国黑五的在线销售额高达118亿美元，较2024年增长约9.1%，远超实体店的增长速度。2025年黑五在线销售额破纪录图源：Resourcera值得注意的是，这一波购物旺季，恰恰发生在预算趋紧、失业率逼近四年高位、美国消费者信心持续低迷之际，多重因素叠加下让购物者对每一分钱都精打细算。Adobe的数据显示，美国消费者在购物网站上的访问量高达 1万亿次，并且消费行为也愈发理智，冲动式、囤货式消费大幅减少。再加上促销周期不断提前，更多消费者只在黑五当天集中出手，专门锁定全年最低价。另一方面，过去几年，Temu、SHEIN凭借极致低价与全托管模式，快速分流亚马逊中低端流量，甚至开始动摇Prime会员群体。而亚马逊推出Haul，就是在主站之外搭建一道新的防火墙，依托自身平台信任度、流量优势和供应链整合能力，留住对价格高度敏感的用户，避免用户心智彻底转移。然而，尽管Haul上线成绩斐然，但很多参与低价赛道的卖家正面临内外双重压力。外部原因是政策环境急剧收紧，例如美国正式取消800 美元以下小包免税政策，欧洲多国也相继释放信号，计划提高免税门槛甚至直接废除免税规则。免税红利消失，意味着每一票小包都要面临额外成本，本就微薄的利润被直接压缩。亚马逊低价商城Haul美国 图源：About Amazon更严峻的是来自平台内部的压力，今年刚开年，亚马逊就借着关税下调的窗口期，反向要求供应商大幅降价，部分品类降价幅度高达10%–30%。两头挤压之下，卖家的生存空间正在快速收窄。总而言之，Amazon Haul上线一年，已成为亚马逊应对行业变革的关键棋子，是守住低价市场的护城河。未来，Haul也将进入精细化运营阶段，而亚马逊能否凭借Haul打赢低价防御战，重新定义全球电商格局，仍需时间验证。铁粉推荐神话破灭！跨境大卖子公司被接管，公司已丧失控制权2026全球电商收入将破5万亿美元，拉美增速甩开欧美涉嫌压榨供应商，Coupang被处以巨额罚款亏掉40亿后，老牌跨境大卖打了场翻身仗净利润暴涨206%，Shopee母公司这份财报太猛了点关注，跟主编交个朋友↓↓↓商务合作请联系微信/电话：18576738939","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"}}}