亚马逊称外部AI智能体未冲击广告业务，Q3广告收入同比增长11%
Amazon Says External AI Agents Aren’t Hurting Its Ad Business
- 1亚马逊称外部AI智能体未冲击其广告业务，Q3广告收入196亿美元，同比增长11%
- 2业内讨论认为ChatGPT等外部智能体可能分流购物者，威胁赞助商品和展示广告的触达
- 3亚马逊Q3净销售额2019亿美元同比增长12%，营业利润率13.9%为其历史最高
- 4AWS收入460亿美元增39%创近五年最快，与Meta、NVIDIA、OpenAI签新协议
智能体分流购物的担忧升温，但亚马逊Q3广告收入仍增11%，称外部智能体尚未冲击广告业务。
- 影响：在亚马逊投放广告的品牌，当前触达与回报仍有财报增长数据支撑；若购物入口转向智能体，赞助商品位触达购物者的前提会被削弱；该风险目前停留在行业讨论层面，未反映在广告收入数字中。
- 参考：可考虑先测算自有亚马逊广告中依赖站内搜索和展示位的收入占比，评估智能体导购分流后的敞口；值得在投放复盘里单列智能体入口带来的流量，避免归因只看站内数据。
- 依据：广告收入、销售额与利润率数据为亚马逊Q3财报口径；智能体威胁属业界讨论，亚马逊称未受冲击，尚无独立验证。
The numbers
$78 billion: Amazon’s 12-month advertising revenue.
$19.6 billion: The company’s Q3 ad revenue, up 11% year over year.
$201.9 billion: Third-quarter net sales, up 12% year over year.
13.9%: Amazon’s operating margin for the quarter, its highest ever.
$46 billion: AWS revenue, a 39% year-over-year increase—its fastest growth in almost five years. The division rapidly grew its Bedrock AI platform and signed new agreements with companies including Meta, NVIDIA, and OpenAI.
17.7 million: Viewers of the first six games of “Thursday Night Football” on Prime Video, up 17% from last year, according to Nielsen, per Amazon.
The watercooler talk
Agents the likes of ChatGPT, Gemini, or Meta’s Muse threaten Amazon’s ability to deliver sponsored listings or display ads to shoppers.
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来源：Adweek · adweek.com