登顶全美最大零售商！亚马逊GMV超越沃尔玛、高频家庭采购成竞争焦点

王昱 2026-07-01 12:21

王昱 2026/07/01 12:21

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本文核心信息是亚马逊已在2025年以GMV计超越沃尔玛，成为全美最大零售商，核心干货整理如下：

1. 当前双方的市场份额情况：亚马逊占据美国电商市场约47%份额，增速超过美国电商整体增速，在广义消费者零售支出中占比9.3%，高于沃尔玛的7.8%，差距已经拉开。

2. 双方品类优势分布：亚马逊在体育爱好用品、图书音乐、消费电子、家居家具、服装服饰、健康个护六大适合快递配送的品类领先，沃尔玛仅守住食品饮料、汽车零配件两大品类，其中食品杂货是沃尔玛的核心护城河。

3. 未来竞争焦点：双方争夺的核心是高频家庭日常采购，亚马逊发力食杂品类，沃尔玛试图依托食杂流量带动其他品类销售。

美国零售格局的新变化，为品牌商的渠道布局、策略调整提供了明确参考，干货整理如下：

1. 消费趋势与用户行为：当前中高收入家庭也会偏向沃尔玛采购食品杂货压缩开支，食品杂货的高频采购能牢牢绑定用户日常消费预算，适合快递配送的标准化商品已经持续向线上转移。

2. 渠道建设参考：不同品类可对应选择不同核心渠道，标品类可重点深耕亚马逊平台，依托其流量优势获得增长，食杂类品牌可以优先和沃尔玛合作，依托其成熟的线下客流体系发展。

3. 竞争策略参考：价格竞争力是亚马逊实现反超的核心优势之一，品牌布局线上渠道需要制定更具竞争力的价格策略，同时可提前布局亚马逊正在重点发力的食杂日用品赛道，抢占早期红利。

美国零售市场的格局变化，为出海卖家指明了新的机会与风险，干货整理如下：

1. 增长市场机会：当前美国电商市场整体增长，亚马逊的份额已经达到47%，增速超过行业平均，第三方卖家可以依托亚马逊的流量规模获得更大增长空间，体育用品、消费电子、家居服装等优势品类入场机会更多。

2. 新的需求机会：双方竞争焦点已经转向高频家庭食杂和日用品采购，亚马逊已经明确将这类品类列为Prime Day促销的重点，会倾斜更多流量资源，做食杂日用品的卖家可以抓住这一波流量机会拓展市场。

3. 风险提示：标准化商品品类亚马逊已经形成绝对优势，市场竞争饱和度高，新卖家入场需要谨慎，同时沃尔玛依托线下食杂的高频客流仍然有极强的用户粘性，布局线下渠道的卖家不要错过沃尔玛的合作机会。

美国零售格局的新变化，为工厂的产品布局、数字化发展提供了不少启示，干货整理如下：

1. 产品生产需求方向：适合快递配送的标准化品类线上需求增长强劲，亚马逊已经在多个这类品类形成绝对优势，做消费电子、家居、服装、文体用品的工厂，可以对接亚马逊平台的卖家资源，或者拓展自营线上渠道获得更大市场。

2. 新的商业机会：目前亚马逊已经将食品杂货和家庭日用品列为核心拓展品类，将会释放更多供应链需求，做这类产品的工厂可以提前对接平台，抓住流量红利获得新的增长空间。

3. 数字化转型启示：零售端竞争越来越看重配送速度，工厂可以推进数字化改造，打通对接平台仓配体系的链路，提升交付效率，同时可以根据不同渠道的品类优势，针对性开发适配不同渠道的产品，匹配市场需求。

美国零售竞争的新态势，为服务商指明了行业发展方向与新的机会，干货整理如下：

1. 行业发展趋势：当前电商平台的份额持续集中，亚马逊已经登顶全美零售商第一，零售行业的竞争焦点已经从标品转向高频家庭日常食杂采购，线上线下融合的竞争会进一步加剧，行业变化会催生大量新的服务需求。

2. 市场核心客户痛点：对于做食杂品类的卖家来说，如何抓住亚马逊的新流量红利、适配平台快配送要求是核心痛点；对于沃尔玛来说，如何将食杂带来的高频流量转化为其他品类的销售额是核心痛点；对于亚马逊来说，如何完善食杂品类的供应链和配送能力是核心痛点。

3. 可布局的解决方案：服务商可以针对性开发对应服务，比如面向食杂品类的冷链仓配服务、面向沃尔玛的线上转化运营服务、面向品牌的跨渠道分销服务，抓住行业变化的红利。

亚马逊与沃尔玛的竞争，为零售平台的运营、发展提供了不少参考，干货整理如下：

1. 平台核心能力打造方向：亚马逊实现反超的核心原因是丰富的商品选择、有竞争力的价格、持续提速的配送能力，平台运营需要围绕这三大核心能力持续优化，才能提升自身竞争力。

2. 平台运营的核心重点：零售竞争的核心已经转向高频日常采购，高频的食杂日用品能够持续培养用户购物习惯，为平台带来稳定客流，平台需要重视这类品类的招商与运营，打造自身的流量护城河。

3. 风向规避参考：开放第三方卖家入驻能够快速丰富商品供给，做大平台GMV规模，传统实体平台可以依托现有线下核心品类的高频流量，拓展多品类的线上线下转化，避免核心品类之外的消费流量被其他平台分流。

本次亚马逊超越沃尔玛的事件，是美国零售产业的重要新动向，具备很高的研究价值，干货整理如下：

1. 产业新动向：纯电商平台亚马逊凭借第三方卖家的规模效应，GMV已经超越传统实体零售巨头沃尔玛，成为全美第一大零售商，目前亚马逊占据美国电商近半数份额，在广义消费者零售支出中的份额已经拉开和沃尔玛的差距，零售产业的格局发生了根本性变化。

2. 新产生的研究问题：不同零售模式的优劣势进一步显现，纯平台轻资产模式可以快速扩张品类做大规模，但在高频刚需的食杂品类仍然难以撼动线下实体的优势，实体零售依托线下门店牢牢守住核心流量，但标品类份额持续被分流，未来零售行业的演进方向仍待观察。

3. 商业模式研究价值：本次格局变化印证了“第三方+自营”模式在规模扩张上的优势，也证明了高频流量对零售护城河构建的核心作用，是零售行业商业模式研究的典型新案例。

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Quick Summary

This article covers a key milestone: Amazon overtook Walmart to become the largest retailer in the U.S. by gross merchandise value (GMV) in 2025. Key takeaways are as follows:

1. Current market share: Amazon holds roughly 47% of the U.S. e-commerce market, outpacing the industry’s overall growth rate. It accounts for 9.3% of total U.S. general consumer retail spending, compared to Walmart’s 7.8%, opening a clear gap between the two retailers.

2. Category strength breakdown: Amazon leads in six categories suited for parcel delivery: sports and leisure goods, books and music, consumer electronics, home goods and furniture, apparel, and health and personal care. Walmart retains leadership in only two categories: food and beverage, and auto parts, with grocery being its core competitive moat.

3. Future competitive focus: The two giants are primarily competing for high-frequency daily household purchasing. Amazon is aggressively expanding into the grocery category, while Walmart is leveraging its grocery traffic to drive sales of other product lines.

The shifting U.S. retail landscape offers clear guidance for brands on channel strategy and portfolio adjustment. Key insights are below:

1. Consumer trends and behavior: Even middle- and high-income households now increasingly shop for groceries at Walmart to cut expenses. High-frequency grocery shopping effectively locks in consumers’ daily spending budgets, while standardized goods suited for delivery have been steadily shifting to online channels.

2. Channel strategy recommendations: Brands should prioritize core channels based on their product categories. Standardized goods can see strong growth by prioritizing the Amazon platform and leveraging its traffic advantage. Grocery brands should prioritize partnerships with Walmart to tap into its established offline customer base.

3. Competitive takeaways: Price competitiveness is one of Amazon’s core advantages that enabled its overtake. Brands building online channels need to develop more competitive pricing strategies, and can pre-position in the grocery and daily consumer goods category, which Amazon is prioritizing, to capture early growth opportunities.

The reshaping of the U.S. retail market clarifies new opportunities and risks for cross-border sellers. Key takeaways are below:

1. Growth opportunities: The overall U.S. e-commerce market continues growing, and Amazon’s market share has reached 47%, with growth outpacing the industry average. Third-party sellers can access greater growth headroom by leveraging Amazon’s traffic scale, and entry opportunities are particularly strong in Amazon’s core categories such as sporting goods, consumer electronics, home goods and apparel.

2. New demand opportunities: Competition between the two giants has shifted to high-frequency household grocery and daily goods purchasing. Amazon has explicitly designated this category as a priority for Prime Day promotions and is allocating more traffic resources to it. Sellers focused on grocery and daily goods can capitalize on this wave of traffic to expand their market presence.

3. Risk warnings: Amazon has built an absolute advantage in standardized product categories, where market competition is already saturated, so new entrants should proceed with caution. At the same time, Walmart retains strong user stickiness thanks to high-frequency offline grocery traffic, so sellers developing offline channels should not overlook partnership opportunities with Walmart.

The shifting U.S. retail landscape offers important insights for manufacturers on product strategy and digital transformation. Key takeaways are below:

1. Product direction: Online demand for shippable standardized products is growing strongly, and Amazon already holds a dominant position in many of these categories. Manufacturers of consumer electronics, home goods, apparel, and cultural and sporting goods can partner with third-party sellers on Amazon, or build their own direct-to-consumer online channels to access larger markets.

2. New growth opportunities: Amazon has identified grocery and household daily goods as core expansion categories, which will unlock substantial new supply chain demand. Manufacturers of these products can engage with the platform early to capture traffic-driven growth opportunities.

3. Digital transformation insights: Delivery speed is an increasingly important competitive factor in retail. Manufacturers can pursue digital upgrades to integrate their operations with platform warehousing and delivery networks and improve delivery efficiency. They can also develop products tailored specifically to the category strengths of different channels to align with market demand.

The new dynamic of competition between Amazon and Walmart points to clear industry directions and new opportunities for service providers. Key takeaways are below:

1. Industry trends: E-commerce market share is continuing to consolidate, with Amazon now topping the ranking of U.S. retailers by GMV. Competitive focus has shifted from standardized goods to high-frequency daily household grocery purchasing, and online-offline integration competition will intensify further. These industry shifts will generate substantial new demand for services.

2. Core pain points across the market: For grocery-focused sellers, the biggest pain points are capturing Amazon’s new traffic opportunities and meeting the platform’s fast delivery requirements; for Walmart, the core challenge is converting high-frequency grocery traffic into sales of other categories; for Amazon, the top priority is strengthening grocery supply chain and delivery capabilities.

3. Addressable solution opportunities: Service providers can develop targeted offerings to capture growth from industry shifts, such as cold-chain warehousing and delivery for grocery sellers, online conversion operations services for Walmart, and cross-channel distribution services for brands.

Competition between Amazon and Walmart offers valuable lessons for retail platform operators and growth strategy. Key insights are below:

1. Core platform capability building: Amazon’s overtake of Walmart was driven by three core strengths: vast product selection, competitive pricing, and continuously improving delivery speed. Platform operators need to continuously optimize around these three core capabilities to boost competitiveness.

2. Core operational priorities: Retail competition is now centered on high-frequency daily purchasing. High-frequency grocery and daily goods consistently cultivate user shopping habits and generate stable traffic for platforms, so platforms must prioritize merchant acquisition and operations for this category to build their own traffic moat.

3. Risk mitigation lessons: Opening up to third-party sellers can quickly expand product assortment and grow overall platform GMV. Traditional brick-and-mortar platforms can leverage high-frequency traffic from their core offline categories to drive multi-category online-offline conversion, preventing consumer traffic outside their core categories from being siphoned off by competing platforms.

Amazon’s overtake of Walmart is a major new development in the U.S. retail industry with significant research value. Key insights are below:

1. New industry dynamics: Pure-play e-commerce platform Amazon has surpassed traditional brick-and-mortar retail giant Walmart in GMV, thanks to the scale effect of its third-party seller ecosystem, to become the largest retailer in the U.S. Amazon now holds nearly half of the U.S. e-commerce market, and has opened a clear gap with Walmart in share of total general consumer retail spending, marking a fundamental shift in the industry landscape.

2. Emerging research questions: The pros and cons of different retail models have become clearer. The asset-light pure marketplace model enables rapid category expansion and scale growth, but it still cannot challenge offline incumbents’ advantage in high-frequency, essential grocery. Brick-and-mortar retailers rely on physical stores to hold onto core traffic, but continue to lose share in standardized goods to online players. The future trajectory of the retail industry remains to be seen.

3. Value for business model research: This landscape shift confirms the advantage of the "third-party + first-party" hybrid model for scale expansion, and demonstrates the core role of high-frequency traffic in building a retail competitive moat, making it a notable new case study for research on retail business models.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

【亿邦原创】7月1日消息，根据摩根大通和PYMNTS Intelligence近期先后发布的多份研究报告，亚马逊已在2025年内以商品交易总额（GMV）计超越沃尔玛，成为全美规模最大的零售商。

摩根大通分析师Doug Anmuth及其团队认为，亚马逊之所以能够实现这一跨越，主要凭借其极为丰富的商品选择、更具竞争力的价格以及持续提速的配送能力。

需要指出的是，报告中提及的GMV并非净销售额。

GMV统计的是平台上完成交易的商品总价值，既包含自营业务，也涵盖第三方卖家通过平台售出的商品，因此亚马逊凭借庞大的第三方交易规模在总量上取得了领先位置。

沃尔玛则依然拥有遍布全美的实体门店网络、根基深厚的食品杂货业务、大规模的自营零售体系以及不断扩张的线上销售渠道。二者在商业模式上存在显著差异。

报告还显示，今年第一季度，亚马逊零售业务的增长速度已超过美国电商市场的整体增速，其在美国电商市场所占份额高达约47%。

在更为广义的消费者零售支出层面，PYMNTS Intelligence的追踪数据表明，亚马逊的领先优势同样在扩大。

早在2024年第一季度，亚马逊在消费者零售支出中的占比就已超越沃尔玛；而截至2026年第一季度，亚马逊在这一指标上的份额达到9.3%，高于上年同期的8.6%。同期，沃尔玛的份额为7.8%，与2025年第一季度持平，双方的差距有所拉开。

从细分品类来看，亚马逊的优势在典型适合快递配送的商品上表现得尤为明显。

报告所监测的七大零售品类中，亚马逊在体育及兴趣爱好用品、音乐及图书，消费电子与家电，家具及家居用品，以及服装与服饰四大品类中占据明显领先地位。

此外，在健康与个人护理品类，亚马逊也以0.1个百分点的微弱优势领先沃尔玛。

分析师将其概括为：“这些恰恰都是最适合装进纸箱配送的商品，大多数都可以实现当日达或次日达——亚马逊无需拥有任何实体货架就赢得了这些品类的竞争。”

相比之下，沃尔玛尚未失守的护城河集中在食品与饮料以及汽车零配件两大品类，在这两个领域仍保持着更高的市场份额。

其中，食品杂货至今仍是沃尔玛最坚固的一道防线。

CNN援引的业绩数据显示，上一季度沃尔玛美国业务销售额同比增长4.6%，增长动力主要来自试图节省开支的中高收入家庭。

由于食品采购频率高，能够持续培养消费者的长期购物习惯，这使得沃尔玛即使在越来越多标准化商品领域落后于亚马逊，依然能够在家庭日常预算中牢牢占据一席之地。借助每周生鲜和食品消费带来持续的高频客流，沃尔玛仍然是数千万美国家庭不可绕过的消费入口。

由此衍生出的关键问题是：沃尔玛能否继续利用食品杂货催生的高频到店和线上流量，有效带动消费者同时购买更多其他商品，这已经成为双方未来竞争的核心命题。

面对市场变化，沃尔玛首席执行官John Furner保持积极论调，他对CNN表示：“零售行业变化的速度正在不断加快。我们的财务表现证明，我们不仅顺应了这一变化，而且正在引领这一变化。”

亚马逊方面则针锋相对，一位高管近日对外透露，食品杂货和家庭日用品将成为今年Prime Day促销的“重点品类”。

有分析人士指出，双方竞争的焦点正日渐收缩到每周的家庭购物篮之上：

亚马逊希望从中切走更多日常采购份额，将消费者在食杂和日用品上的固定支出纳入自己的生态；而沃尔玛则极力防止一次普通的食品采购最终演变为仅仅购买生鲜杂货的单一目的行程，而让其他消费支出最终流向亚马逊。

亿邦持续追踪报道该情报，如想了解更多与本文相关信息，请扫码关注作者微信。

文章来源：亿邦动力

FAQ回顾

亚马逊超越沃尔玛成为全美最大零售商的核心原因是什么？

亚马逊能够实现超越，主要凭借极为丰富的商品选择、更具竞争力的价格以及持续提速的配送能力，同时平台庞大的第三方卖家交易规模也助力GMV总量实现领先，其零售业务增速已超过美国电商市场整体增速。

亚马逊和沃尔玛在零售品类布局上各有什么优势？

亚马逊在体育及兴趣爱好用品、音乐图书、消费电子家电、家具家居、服装服饰、健康个护六大品类占据明显优势，沃尔玛则在食品与饮料、汽车零配件品类保持领先，其中食品杂货是沃尔玛最坚固的业务防线。

亚马逊和沃尔玛未来零售竞争的核心焦点是什么？

二者未来竞争核心集中在高频家庭采购场景，亚马逊计划将食品杂货和家庭日用品作为促销重点，切入家庭日常采购份额；沃尔玛则希望借食杂品类的高频流量带动其他品类消费，避免非食类支出流向亚马逊。

亚马逊当前在美国零售市场的份额占比是多少？

亚马逊在美国电商市场所占份额高达约47%，在消费者零售支出中的占比截至2026年第一季度达9.3%，高于上年同期的8.6%，同期沃尔玛的份额为7.8%，双方差距正持续拉开。