海外生成式AI平台电商声量排行榜：亚马逊第一沃尔玛第二

作者：亿邦动力文章来源：亿邦动力

2026-09-29 10:00

作者：亿邦动力文章来源：亿邦动力

2026-09-29 10:00

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生成式AI已经进入普通人的购物流程，下面是这篇文章中最值得关注的信息和实操点。

总1

1. 全球74%的购物者会使用AI工具完成产品发掘，AI已成为新的品牌发现渠道。

2. 在主流AI平台中，亚马逊声量份额19.3%，沃尔玛14%，阿里12.6%，Shopify11.6%，eBay11.1%，Temu9.7%。

3. AI回答的位置同样重要，亚马逊平均位置得分92%，沃尔玛84%。

总2

1. 用AI查商品时，如果AI反复推荐某几个平台，可以意识到这些平台本身媒体曝光量较高。

2. 可将声量高的平台作为信息起点，再结合其他平台进行比较，避免被单一AI推荐左右。

3. 未来消费者需要理解AI推荐的偏好，才能更理性地完成购物决策。

生成式AI正在改变品牌被发现的方式，品牌商需要关注以下内容。

总1

1. NIQ调研显示，全球74%的购物者会使用AI工具完成产品发掘，品牌仅靠搜索和社交媒体已经不够。

2. AI生成回答中的平台提及频率正在成为品牌可见度的新指标。

总2

1. 亚马逊AI声量份额19.3%居首，沃尔玛14%、阿里12.6%、Shopify11.6%、eBay11.1%，头部平台在AI渠道中占更明显优势。

2. AI可见度与传统媒体曝光体量高度相关，亚马逊以1640万次媒体提及对应其AI声量第一，说明媒体公关仍是影响AI露出链条的重要环节。

3. 品牌应关注在AI回答中的露出稳定性、位置优先级以及和竞品的位次对比，而不是只满足于被提到。

总3

1. 亚马逊平均提及位置得分92%，沃尔玛84%，说明获得靠前位置比单纯出现更重要。

2. 头部与尾部平台曝光差距已经拉开，品牌需要尽早建立AI可见度优势。

生成式AI正在影响卖家的流量来源和销售机会，以下是这篇文章中的干货。

总1

1. 74%的购物者使用AI完成产品发掘，消费者发现商品的路径正在向AI迁移，卖家需要把AI露出视为新的增长市场。

2. 亚马逊、沃尔玛、阿里、Shopify、eBay在AI回答中声量居前，是现阶段卖家值得重点运营的平台渠道。

总2

1. Temu声量份额9.7%，已接近Shopify和eBay，说明新平台可能借助AI露出快速起量，卖家可关注这类渠道的机会窗口。

2. Zalando3.9%、CDiscount0.5%的声量偏低，若卖家所在平台AI可见度弱，可能更难进入消费者的AI推荐名单，存在流量风险。

总3

1. AI可见度与传统媒体曝光量高度相关，卖家可通过增加产品和品牌的媒体报道等方式，间接提升在AI回答中出现的概率。

2. 需要持续监测品牌和商品在AI生成回答中的提及频率、位置以及与竞品的位次变化，及时调整运营策略。

生成式AI正在改变海外消费者发现产品的路径，工厂可从中提炼产品与数字化启示。

总1

1. 74%购物者会用AI发掘产品，产品能否在AI推荐中被看到，开始影响海外市场的需求走向和工厂订单机会。

2. 亚马逊、沃尔玛、阿里等平台在AI回答中声量领先，意味着这些平台的供应链采购和合作需求可能更值得重视。

总2

1. 文章未提供具体品类数据，但高AI可见度平台覆盖着更广泛的消费流量，工厂需要观察这些平台的需求特征和准入要求，作为产品生产设计的参考。

2. 如果工厂直接面向海外消费者或品牌商，应尽量让产品卖点清晰、可被AI理解并总结，从而提升在AI生成回答中被推荐的概率。

总3

1. AI可见度与传统媒体曝光量正相关，工厂在推进数字化和电商时，不能只做产品上架，还要考虑媒体传播和内容信息在AI渠道中的覆盖。

2. 可将AI声量和位置得分作为渠道选择的新变量，结合亚马逊19.3%和沃尔玛14%等标杆，评估海外数字化布局重点。

生成式AI正在重塑电商流量入口，对服务商而言既有趋势机会也有客户难题。

总1

1. 74%的购物者会使用AI工具完成产品发掘，生成式AI已经成为新的品牌发现渠道，服务商应把AI可见度纳入服务版图。

2. 电商平台在AI中的声量排名清晰可见，亚马逊19.3%居首，沃尔玛14%次之，头部梯队已经形成。

总2

1. 客户的核心痛点是品牌在AI回答中的可见度不均：头部平台与尾部平台曝光差距明显，部分品牌可能很少被AI提及或位置靠后。

2. Onclusive指出，竞争已从能否出现在AI回答中，转向露出的稳定性、位置优先级以及与竞品的位次对比，这给客户带来新的监测和优化需求。

总3

1. AI可见度与传统媒体曝光体量高度相关，服务商可围绕媒体传播、内容建设和AI露出管理提供整合解决方案。

2. 亚马逊平均位置得分92%、沃尔玛84%，可作为服务商评估客户AI可见度差距的参考基数。

3. 服务商还可帮助客户建立AI回答中的提及频率、位置变化和竞品对比的追踪机制，用于指导后续投放策略。

生成式AI平台上的曝光正在成为平台竞争新维度，平台商需要关注以下信息。

总1

1. 在主流AI平台中，亚马逊AI声量份额19.3%位列第一，沃尔玛14%第二，阿里12.6%、Shopify11.6%、eBay11.1%、Temu9.7%，平台间AI露出竞争格局已经显现。

2. 新平台Temu声量已接近老牌平台，说明新兴平台也有机会靠AI露出快速跻身消费者视野。

总2

1. AI回答的平均提及位置得分同样重要，亚马逊92%，沃尔玛84%，平台要争取在AI回答中稳定靠前。

2. AI可见度和传统媒体曝光体量正相关，亚马逊1640万次媒体提及、沃尔玛560万次，平台需要重视媒体传播以增强AI渠道中的可见度。

3. 头部与尾部平台曝光差距已经拉开，中小平台和新平台需要尽快制定AI露出策略，避免在数字发现渠道被边缘化。

总3

1. 平台可以把自身在AI回答中的高声量作为招商沟通卖点，向商户展示平台可能带来的AI推荐流量。

2. 平台也可以为商户提供AI曝光数据服务，帮助商家了解自身在AI回答中的露出情况，提升平台运营抓手。

生成式AI平台中的电商声量数据，提供了一个观察电商格局演变的新切口。

总1

1. 亚马逊19.3%、沃尔玛14%、阿里12.6%、Shopify11.6%、eBay11.1%、Temu9.7%的声量份额显示，AI回答正在形成头部集中、尾部分散的电商平台可见度层级。

2. 亚马逊平均位置得分92%、沃尔玛84%，说明提及位置也已成为AI信息分发中可测量的权力指标。

总2

1. NIQ数据显示，74%购物者使用AI完成产品发掘，消费者行为的迁移意味着AI推荐可能影响平台流量分配，进而改变电商商业模式。

2. AI可见度与传统媒体曝光体量高度相关，亚马逊1640万次媒体提及对应AI声量领先，传统媒体影响力可能通过AI渠道被放大，形成“媒体曝光—AI可见—消费流向”的新传导链。

总3

1. 头部与尾部曝光差距的拉开提示，需要关注AI推荐结果对市场竞争公平性的影响，研究AI回答是否对某些平台存在系统性倾斜。

2. 从政策启示看，未来可能需要对生成式AI中的商业推荐保持一定透明度与可追溯性，便于评估其对消费和竞争秩序的长期影响。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Generative AI has entered the everyday shopping journey. Here are the most noteworthy insights and practical takeaways from this article.

Key takeaway 1

1. Globally, 74% of shoppers now use AI tools for product discovery, making AI a new brand discovery channel.

2. Among major AI platforms, Amazon holds a 19.3% share of voice, followed by Walmart at 14%, Alibaba at 12.6%, Shopify at 11.6%, eBay at 11.1%, and Temu at 9.7%.

3. Position within AI answers matters equally: Amazon scores 92% on average placement, while Walmart scores 84%.

Key takeaway 2

1. When using AI to search for products, if the AI repeatedly recommends certain platforms, it signals that those platforms already have high media visibility.

2. Use high-visibility platforms as a starting point for information, then cross-check with other platforms to avoid being swayed by a single AI recommendation.

3. In the future, consumers will need to understand the biases behind AI recommendations to make more rational purchasing decisions.

Generative AI is reshaping how brands get discovered. Brands should pay attention to the following.

Key takeaway 1

1. NIQ research shows that globally 74% of shoppers use AI tools for product discovery—search and social media alone are no longer sufficient for brands.

2. The frequency of platform mentions in AI-generated answers is becoming a new metric for brand visibility.

Key takeaway 2

1. Amazon leads with a 19.3% AI share of voice, followed by Walmart at 14%, Alibaba at 12.6%, Shopify at 11.6%, and eBay at 11.1%. Leading platforms enjoy a clearer advantage in AI channels.

2. AI visibility is highly correlated with traditional media exposure. Amazon's top AI share of voice corresponds to 16.4 million media mentions, indicating that media relations remain a critical link in influencing AI exposure.

3. Brands should focus on the stability of their appearance in AI answers, position priority, and competitive ranking versus rivals—not just being mentioned at all.

Key takeaway 3

1. Amazon scores 92% on average placement, while Walmart scores 84%, showing that appearing in a high position matters more than merely appearing.

2. The gap in exposure between leading and trailing platforms is already widening; brands need to build AI visibility advantages as early as possible.

Generative AI is influencing sellers' traffic sources and sales opportunities. Here are the practical insights from this article.

Key takeaway 1

1. 74% of shoppers use AI for product discovery. The path to product discovery is shifting toward AI, so sellers must treat AI exposure as a new growth market.

2. Amazon, Walmart, Alibaba, Shopify, and eBay rank high in AI answers, making them priority platform channels for sellers at this stage.

Key takeaway 2

1. Temu's 9.7% share of voice is already close to Shopify and eBay, showing that newer platforms can quickly scale through AI exposure. Sellers should watch these emerging channel opportunities.

2. Zalando (3.9%) and CDiscount (0.5%) have low share of voice. If a seller's platform has weak AI visibility, it may struggle to enter consumers' AI recommendation lists, creating traffic risk.

Key takeaway 3

1. AI visibility is highly correlated with traditional media exposure. Sellers can indirectly increase their chances of appearing in AI answers by boosting product and brand media coverage.

2. Sellers need to continuously monitor brand and product mention frequency, position, and competitive ranking changes in AI-generated answers, and adjust operational strategies accordingly.

Generative AI is changing how overseas consumers discover products, offering factories insights for product development and digital strategy.

Key takeaway 1

1. 74% of shoppers use AI for product discovery. Whether a product appears in AI recommendations is starting to influence overseas demand and factory order opportunities.

2. Platforms like Amazon, Walmart, and Alibaba lead in AI share of voice, suggesting that supply-chain procurement and partnership demand tied to these platforms deserves greater attention.

Key takeaway 2

1. The article does not provide category-level data, but platforms with high AI visibility channel broader consumer traffic. Factories should study the demand characteristics and entry requirements of these platforms as references for product design and production.

2. For factories selling directly to overseas consumers or brands, product selling points should be clear and easy for AI to understand and summarize, increasing the likelihood of being recommended in AI-generated answers.

Key takeaway 3

1. AI visibility is positively correlated with traditional media exposure. When advancing digitalization and e-commerce, factories must consider not only product listings but also media coverage and content visibility across AI channels.

2. AI share of voice and placement scores can serve as new variables for channel selection. Benchmarks like Amazon's 19.3% and Walmart's 14% help evaluate overseas digital strategy priorities.

Generative AI is reshaping e-commerce traffic gateways, presenting both opportunities and client challenges for service providers.

Key takeaway 1

1. 74% of shoppers use AI tools for product discovery. Generative AI is now a new brand discovery channel, so service providers should incorporate AI visibility into their service offerings.

2. The ranking of e-commerce platforms in AI share of voice is clear: Amazon leads at 19.3%, followed by Walmart at 14%, establishing an early leading tier.

Key takeaway 2

1. The core pain point for clients is uneven brand visibility in AI answers: the exposure gap between leading and trailing platforms is wide, and some brands may rarely be mentioned or appear in lower positions.

2. Onclusive notes that the competition has shifted from whether a brand appears in AI answers to the stability of exposure, position priority, and competitive ranking. This creates new monitoring and optimization needs for clients.

Key takeaway 3

1. AI visibility is highly correlated with traditional media exposure. Service providers can offer integrated solutions covering media coverage, content development, and AI exposure management.

2. Amazon's average placement score of 92% and Walmart's 84% can serve as reference baselines for evaluating client AI visibility gaps.

3. Service providers can also help clients build tracking mechanisms for mention frequency, position changes, and competitive comparisons in AI answers, guiding future campaign strategy.

Exposure on generative AI platforms is becoming a new competitive dimension. Marketplace operators should note the following.

Key takeaway 1

1. Among major AI platforms, Amazon leads AI share of voice at 19.3%, followed by Walmart at 14%, Alibaba at 12.6%, Shopify at 11.6%, eBay at 11.1%, and Temu at 9.7%. The competitive landscape for AI exposure among platforms is already visible.

2. New platform Temu's share is close to that of established platforms, showing that emerging platforms can still quickly enter consumers' awareness through AI exposure.

Key takeaway 2

1. Average placement score in AI answers matters equally: Amazon at 92%, Walmart at 84%. Platforms should strive for stable top positions in AI answers.

2. AI visibility is positively correlated with traditional media exposure: Amazon has 16.4 million media mentions and Walmart 5.6 million. Platforms must prioritize media relations to strengthen visibility in AI channels.

3. The exposure gap between leading and trailing platforms is already significant. Mid-sized and new platforms need to develop AI exposure strategies promptly to avoid being marginalized in digital discovery channels.

Key takeaway 3

1. Platforms can use their high AI share of voice as a selling point in merchant recruitment, demonstrating the AI-recommendation traffic the platform can channel.

2. Platforms can also provide merchants with AI exposure data services, helping merchants understand their own visibility in AI answers and strengthening operational engagement.

E-commerce share-of-voice data from generative AI platforms offers a new lens for observing the evolving e-commerce landscape.

Key takeaway 1

1. Share-of-voice figures—Amazon 19.3%, Walmart 14%, Alibaba 12.6%, Shopify 11.6%, eBay 11.1%, Temu 9.7%—show that AI answers are forming a tiered e-commerce platform visibility structure with concentration at the top and fragmentation at the tail.

2. Amazon's average placement score of 92% and Walmart's 84% indicate that mention position has become a measurable power metric in AI information distribution.

Key takeaway 2

1. NIQ data shows that 74% of shoppers use AI for product discovery. This shift in consumer behavior implies that AI recommendations may influence platform traffic allocation, potentially altering e-commerce business models.

2. AI visibility is highly correlated with traditional media exposure. Amazon's 16.4 million media mentions correspond to its AI share-of-voice leadership, suggesting that traditional media influence may be amplified through AI channels, forming a new transmission chain: "media exposure → AI visibility → consumption flow."

Key takeaway 3

1. The widening exposure gap between leading and trailing platforms raises concerns about the fairness of AI recommendation outcomes on market competition. Further research should examine whether AI answers systematically favor certain platforms.

2. From a policy perspective, future frameworks may need to require transparency and traceability for commercial recommendations in generative AI, enabling assessment of their long-term impact on consumption and competitive order.

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.

日前，全球传播分析机构Onclusive发布针对ChatGPT、Perplexity等主流生成式AI平台的电商露出专项调研，亚马逊在所有受访主流线上电商平台中的AI可见度位列第一。

调研统计的声量份额数据显示，亚马逊拿到19.3%的占比，排在第二位的沃尔玛为14%，随后依次为阿里巴巴12.6%、Shopify 11.6%、eBay 11.1%。上线时间较短的新平台已经和老牌玩家展开AI露出竞争，Temu拿到9.7%的声量份额，数值接近Shopify与eBay，排在其身后的是Mercado Libre 9.2%、Etsy 8.2%，欧洲本土电商平台Zalando、CDiscount声量份额分别为3.9%和0.5%。

本次调研中的声量份额，以各电商平台在AI生成回复中的提及频率为统计基础，用于衡量特定分析范围内品牌相较竞品的可见程度。除提及频率外，亚马逊的平均提及位置得分同样最高，达到92%，沃尔玛同项得分为84%，该得分越高，代表品牌越容易在AI生成回答的靠前位置出现。

NIQ此前发布的消费行为调研数据显示，目前全球范围内74%的购物者会使用AI工具完成产品发掘，生成式AI已经成为传统搜索、社交媒体之外新的品牌发现渠道。

本次分析同时发现，生成式AI内的平台可见度和品牌整体传统媒体曝光体量高度相关，传统媒体报道量更高的平台普遍拥有更高的大模型可见度。亚马逊两项指标均排在首位，除19.3%的AI声量份额外，累计获得1640万次媒体提及，沃尔玛以14%的AI声量份额、560万次媒体提及排在两项榜单的第二位。

Onclusive高级洞察经理Christophe Asselin在随调研发布的结论中写到，当前生成式AI领域的品牌可见度层级正在快速形成，不同平台的露出占比差距明显，头部与尾部平台的曝光差已经拉开。对市场参与者而言，相关竞争早已从能否出现在AI回答中，转向露出的稳定性、位置优先级以及与竞品的位次对比，随着消费者使用AI调研商品、服务的比例持续提升，这类可见度将在数字发现渠道中占据更高权重。

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