{"id":33438,"date":"2020-04-30T14:41:35","date_gmt":"2020-04-30T14:41:35","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=33438"},"modified":"2024-01-04T15:40:16","modified_gmt":"2024-01-04T15:40:16","slug":"amazon-commission","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/fr\/insights\/ecommerce-news\/amazon-commission\/","title":{"rendered":"Amazon r\u00e9duit les taux de commission des affiliations : quelles cons\u00e9quences pour les concurrents ?"},"content":{"rendered":"

Le 14 avril, CNBC a annonc\u00e9<\/a> que le plus grand d\u00e9taillant en ligne du monde avait inform\u00e9 les membres de son programme d’affiliation, connu sous le nom d’Amazon Associates, qu’il r\u00e9duirait les taux de commission \u00e0 partir du 21 avril. Le programme d’affiliation d’Amazon, qui permet aux membres d’avoir des liens vers les produits du site en \u00e9change d’une part de la transaction, est un moteur qui a permis au g\u00e9ant de se d\u00e9velopper dans des cat\u00e9gories hautement comp\u00e9titives. Les r\u00e9ductions de commission varient d’une cat\u00e9gorie \u00e0 l’autre, mais il semblerait que certains sites voient leur commission r\u00e9duite de 50%<\/strong>.<\/p>\n

Cette d\u00e9cision est probablement li\u00e9e \u00e0 la hausse actuelle de demande de produits Amazon due au COVID-19, ce qui signifie que le d\u00e9taillant ne paiera pas pour le trafic qui arrive d\u00e9j\u00e0 sur son site Web. La nouvelle fait suite \u00e0 une d\u00e9cision r\u00e9cente d’Amazon de r\u00e9duire jusqu’\u00e0 90% la publicit\u00e9 sur les recherches payantes. Cela pourrait avoir un impact significatif sur l’industrie de l’\u00e9dition<\/strong>, qui s’appuie sur les commissions pour compenser la perte de revenus publicitaires. Examinons ces effets de plus pr\u00e8s.<\/p>\n

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Au T1 2020, les affili\u00e9s \u00e9taient le troisi\u00e8me moteur de trafic sur amazon.com<\/a>, derri\u00e8re la recherche directe et organique. Le trafic provenant des sources de referrals a augment\u00e9 de 15% de f\u00e9vrier \u00e0 mars, d\u00e9passant la croissance du trafic total du site (12%). Lors de la suppression des redirections des sites appartenant \u00e0 Amazon (par exemple IMDb, Audible, Prime Video), les sites de couponing \/ remises et d’actualit\u00e9s \/ m\u00e9dias r\u00e9f\u00e9raient le plus de trafic, repr\u00e9sentant ensemble 11% du trafic des affili\u00e9s. Les sites vendant du mat\u00e9riel informatique \u00e9lectronique, des jeux vid\u00e9o, des consoles et des accessoires sont une autre source importante de trafic, collectivement responsable de 6% du trafic. Slickdeals, DealNews, Yahoo ! et The Wirecutter<\/strong> sont quelques-uns des meilleurs sites de r\u00e9f\u00e9rence vers Amazon.<\/p>\n

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\u00c9tudier slickdeals.net<\/a> de plus pr\u00e8s montre que le trafic MoM a augment\u00e9 de 10% et qu’Amazon a repr\u00e9sent\u00e9 22% de leur trafic sortant. Homedepot.com \u00e9tait le deuxi\u00e8me d\u00e9taillant en termes d’importance, ne captant que 12% du trafic de Slickdeals. De m\u00eame, thewirecutter.com<\/a> a plus que doubl\u00e9 sa part depuis janvier et envoy\u00e9 46% de son trafic sortant vers Amazon au premier trimestre 2020. Sa d\u00e9pendance \u00e0 l’\u00e9gard d’Amazon cr\u00e9e un d\u00e9fi potentiel pour cette revue guide d’achats appartenant au New York Times<\/strong>, mais offre \u00e9galement \u00e0 d’autres d\u00e9taillants et marques d’\u00e9lectronique grand public la possibilit\u00e9 d’augmenter leur part de march\u00e9.<\/p>\n

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Tirer parti des affili\u00e9s est un moyen puissant de stimuler la conversion, car les consommateurs affichent une intention \u00e9lev\u00e9e et sont d\u00e9j\u00e0 inform\u00e9s sur la cat\u00e9gorie de produits recherch\u00e9. Lorsque nous \u00e9valuons les cinq principales cat\u00e9gories d’Amazon par vues de produits (\u00e9lectronique, sant\u00e9 \/ m\u00e9nage, maison \/ cuisine, v\u00eatements \/ sports \/ plein air), nous constatons que les affili\u00e9s sont toujours le troisi\u00e8me canal le plus efficace pour g\u00e9n\u00e9rer des conversions<\/strong>, apr\u00e8s le trafic direct et le mail. En moyenne, 14% des consommateurs qui entrent dans ces cat\u00e9gories via un affili\u00e9 se convertissent au cours de la m\u00eame session. (Pour en savoir plus sur le pouvoir et le potentiel du marketing d’affiliation, consultez notre article de blog ici)<\/p>\n

Comme Amazon compte sur la notori\u00e9t\u00e9 de sa marque pour aider \u00e0 g\u00e9n\u00e9rer du trafic et des transactions pendant la pand\u00e9mie et s’appuie moins sur la recherche payante et les affili\u00e9s, cela cr\u00e9e une opportunit\u00e9 pour la concurrence de combler le vide. eBay<\/a> et Target<\/a> sont deux m\u00e9ga-d\u00e9taillants qui deviennent plus agressifs dans les cat\u00e9gories o\u00f9 Amazon se rel\u00e2che<\/strong>. Les \u00e9diteurs, les d\u00e9taillants et les entreprises de consommation doivent promouvoir une strat\u00e9gie d’acquisition agile et proactive pour traverser ces temps turbulents. Tirer parti des outils de veille concurrentielle de Similarweb pour des \u00e9tudes de march\u00e9 avanc\u00e9es – et en particulier l’analyse de segment<\/a> et du funnel<\/a>, peut \u00eatre un \u00e9l\u00e9ment cl\u00e9 pour aider les entreprises \u00e0 accro\u00eetre leur visibilit\u00e9 et \u00e0 prendre des d\u00e9cisions plus rapides et mieux inform\u00e9es.<\/p>\n

Cet article de blog a \u00e9t\u00e9 r\u00e9dig\u00e9 par Greg Malen<\/a><\/strong>, VP Solutions de Similarweb.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Le 14 avril, CNBC a annonc\u00e9 que le plus grand d\u00e9taillant en ligne du monde avait inform\u00e9 les membres de son programme d’affiliation, connu sous le nom d’Amazon Associates, qu’il r\u00e9duirait les taux de commission \u00e0 partir du 21 avril. Le programme d’affiliation d’Amazon, qui permet aux membres d’avoir des liens vers les produits du […]<\/p>\n","protected":false},"author":78,"featured_media":32739,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8317,6485,6457,7897,6429],"tags":[],"class_list":["post-33438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-news","category-company-research","category-digital-analysis","category-insights","category-research"],"acf":[],"yoast_head":"\nAmazon r\u00e9duit les taux de commission des affiliations : quelles cons\u00e9quences pour ses concurrents | Similarweb<\/title>\n<meta name=\"description\" content=\"Analyse des implications et des opportunit\u00e9s qui d\u00e9coulent de la d\u00e9cision d'Amazon de r\u00e9duire les commissions des affili\u00e9s.\" \/>\n<meta name=\"robots\" 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