亚马逊打响“流量入口”保卫战

海兰财经02-06

成为电商搜索的老大亚马逊过去是传统电商领域的王者。2025年，亚马逊美国站（amazon.com）吸引了约320亿访问，月均访问量约26.7亿次，在全球排名中位居前列。亚马逊的其他站点用户也很多。但在AI时代，亚马逊地位可能不保。ChatGPT上线了类似AI导购的功能，用户可以直接在聊天界面完成下单。除了亚马逊外不少渠道都已经接入，包括沃尔玛、Etsy 和 Shopify 等等。这些也都是亚马逊的...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260206201305a484a0a3&s=b><strong>海兰财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>成为电商搜索的老大亚马逊过去是传统电商领域的王者。2025年，亚马逊美国站（amazon.com）吸引了约320亿访问，月均访问量约26.7亿次，在全球排名中位居前列。亚马逊的其他站点用户也很多。但在AI时代，亚马逊地位可能不保。ChatGPT上线了类似AI导购的功能，用户可以直接在聊天界面完成下单。除了亚马逊外不少渠道都已经接入，包括沃尔玛、Etsy 和 Shopify 等等。这些也都是亚马逊的...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260206201305a484a0a3&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":"LU2065170008.USD","symbol_name":"M&G (LUX) GLOBAL MAXIMA \"A\" (USD) 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battle","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AMZY":0.6,"AMZU":0.6,"USAW.SI":0.6,"AMZZ":0.6,"AMZW":0.6,"AMZN":1.98,"AMZD":0.6,"AZYY":0.6},"content_text":"成为电商搜索的老大亚马逊过去是传统电商领域的王者。2025年，亚马逊美国站（amazon.com）吸引了约320亿访问，月均访问量约26.7亿次，在全球排名中位居前列。亚马逊的其他站点用户也很多。但在AI时代，亚马逊地位可能不保。ChatGPT上线了类似AI导购的功能，用户可以直接在聊天界面完成下单。除了亚马逊外不少渠道都已经接入，包括沃尔玛、Etsy 和 Shopify 等等。这些也都是亚马逊的竞争对手。根据统计，超过40%的消费者开始尝试使用ChatGPT等AI助手获取购物建议。这些AI工具能够打破平台壁垒，在全网范围内搜索、比价并推荐商品。消费者可能不再需要浏览多个网站比较商品，而是通过与AI对话，就能获得个性化的购买建议并完成交易。当消费者可以在对话界面中完成从发现到购买的全过程时，亚马逊作为“终点站”的地位岌岌可危。压力之下，亚马逊的新功能，本质是想继续争夺流量入口。哪怕买的货不在亚马逊，电商搜索也要留下来。Shop Direct功能的本质，是亚马逊在交易可能流失的情况下，誓死守住“电商搜索”这一核心入口。其逻辑在于，只要消费者购物旅程的起点仍在亚马逊，即便交易在独立站完成，亚马逊依然掌握着流量的分发权与商业生态的主导权。这比完全被排除在消费链路之外更为有利。为此，亚马逊打出了一套组合拳。对内强攻。大力推广自研AI购物助手Rufus，宣称其能提升60%的下单转化率，旨在用更好的AI体验将用户留在自家生态。对外固守。被报道限制ChatGPT等第三方AI工具对其商品数据进行大规模抓取，保护自身数据资产不被轻易用于训练竞争对手的模型。从交易闭环到流量入口Shop Direct 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