亚马逊Prime Day大促今日开启！美国消费者韧性面临特朗普关税政策考验

智通财经2025-07-08

7月8日，亚马逊将在7月8日至11日开启2025年Prime Day会员日大促活动。然而，这场大促活动正在遭遇美国总统特朗普发动的贸易战带来的冲击——不断变化的关税政策促使一些品牌退出这场夏季促销活动，也有消费者暗示他们将减少支出。此次为期四天的夏季促销活动于周二开始。该活动可能为预测者提供一个窗口，以观察在美国经济信号复杂的背景下，消费者的支出意愿和购买品类。Adobe公司首席分析师Vivek ...

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U.S. consumer resilience faces the test of Trump tariff policy","themeId":"","isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/2d32b7360141882748648e18d003d6d0","symbols_score_info":{"AMZN":1},"content_text":"7月8日，亚马逊将在7月8日至11日开启2025年Prime Day会员日大促活动。然而，这场大促活动正在遭遇美国总统特朗普发动的贸易战带来的冲击——不断变化的关税政策促使一些品牌退出这场夏季促销活动，也有消费者暗示他们将减少支出。此次为期四天的夏季促销活动于周二开始。该活动可能为预测者提供一个窗口，以观察在美国经济信号复杂的背景下，消费者的支出意愿和购买品类。Adobe公司首席分析师Vivek Pandya表示：“Prime Day将提供消费者需求的早期迹象，尤其是在服装、电子产品和电视等降价幅度预计最大的品类中。”Adobe预计，亚马逊及其他美国零售商将在这四天内创下238亿美元的在线销售额。特朗普在4月2日所谓的“解放日”宣布对180个国家和地区征收对等关税震动了全球市场。尽管他随后就暂停征收对等关税并与贸易伙伴进行谈判，但不确定性依然如阴云笼罩。周一，特朗普再次点燃这种不确定性，他对日本、韩国等国发出警告称，若未在8月1日前达成贸易协议，将对其征收关税。虽然迄今为止的经济指标显示美国消费者仍具韧性，但短期内消费者的“精明购物”行为——比如在关税生效前抢购汽车——可能让长期趋势变得模糊。5月消费支出略有下降，6月消费者信心则有所上升。亚马逊的Prime Day大促活动有望为整个夏季的消费态势提供进一步线索。电商软件公司Akeneo的首席执行官Romain Fouache表示：“Prime Day将是一次相当大的考验。”该公司对1000名美国消费者进行了一项调查，结果显示，四分之一的受访者表示会因为关税跳过Prime Day，57%的受访者则表示将更密切地关注价格走势。缺席的不仅是消费者。一些在线商家也退出了这次促销获得。大约60%的亚马逊平台商品来自第三方商家，而这些商家中有部分表示，由于正在提高价格以抵消关税带来的成本上涨，今年无法再提供折扣。例如，联合利华旗下生产空气净化器和加湿器的品牌Blueair的首席执行官Andy Lu表示，由于关税原因，该公司不得不减少了今年Prime Day期间的促销产品数量。据悉，该品牌的滤网售价可高达300美元，往年Prime Day期间通常提供约30%的折扣。Andy Lu表示表示：“我们希望谨慎一点，看看今年下半年的经济表现如何。今年的Prime Day对于品牌方和运营者来说具有极高的指导意义。”亚马逊拒绝就关税如何影响今年的Prime Day发表评论。该公司高管曾表示，消费者正在转向价格更低的商品。而首席执行官Andy Jassy则称，关税尚未“显著”推高价格。亚马逊一位发言人在电子邮件声明中表示：“我们正在与商店中众多、各具特色的宝贵销售合作伙伴紧密合作，帮助他们适应不断发展的市场环境，同时维持低价和丰富商品选择，以满足客户需求。”值得一提的是，亚马逊今年的Prime Day活动时长拉长至4天，较2024年的2天直接翻了一番。据EMarketer公司估算，美国消费者将在这四天内在亚马逊平台消费近130亿美元，占该期间美国全部线上支出的75%。相比之下，2024年这一比例仅为59%，当时Prime Day仅为期两天。摩根大通近日也在研报中表示，尽管宏观压力依旧，但优惠力度与拉长至4天的活动时长将推动需求增长，预计活动日均销售额将同比增长约10%。不过，延长促销活动时间也有其风险。Kearney消费者研究所负责人Katie Thomas表示：“原先Prime Day建立的‘紧迫感’在拉长时间后就没那么强烈了，较长的促销周期可能会导致购物车被遗弃的情况增加。”","kind":"news","is_publish_news":true,"is_publish_highlight":true,"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"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.35.13","shortVersion":"4.35.13","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2549549642","isCrawlerRequest":true}