{"id":158212,"date":"2026-10-30T12:45:29","date_gmt":"2026-10-30T11:45:29","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=158212"},"modified":"2026-10-30T12:45:30","modified_gmt":"2026-10-30T11:45:30","slug":"amazon-voit-son-activite-en-ligne-sessouffler-dans-le-tumulte-de-lia","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/amazon-voit-son-activite-en-ligne-sessouffler-dans-le-tumulte-de-lia\/","title":{"rendered":"Amazon voit son commerce en ligne s&rsquo;essouffler dans le tumulte de l&rsquo;IA"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Alors que les services cloud d&rsquo;<strong>Amazon <\/strong>enregistrent une croissance record, le moteur de la boutique en ligne bat de l&rsquo;aile. Les ventes de produits progressent \u00e0 peine de 2 % et les recettes publicitaires perdent \u00e9galement de leur \u00e9lan. De plus, les assistants d&rsquo;achat bas\u00e9s sur l&rsquo;IA menacent de mettre sous pression le mod\u00e8le \u00e9conomique lucratif du g\u00e9ant du commerce \u00e9lectronique.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Prime Day avanc\u00e9<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les r\u00e9sultats trimestriels d\u2019Amazon pr\u00e9sentent deux facettes. Le g\u00e9ant am\u00e9ricain de la technologie a vu son chiffre d\u2019affaires total augmenter de 12 % au troisi\u00e8me trimestre, pour atteindre 201,9 milliards de dollars (181,4 milliards d\u2019euros), mais ses activit\u00e9s de vente au d\u00e9tail proprement dites connaissent une croissance nettement plus lente. Les ventes directes de produits n\u2019ont augment\u00e9 que de 2 %, pour atteindre 68,5 milliards de dollars (61,5 milliards d\u2019euros), soit le taux de croissance le plus faible depuis trois ans. Cela contraste fortement avec le service cloud AWS, qui a progress\u00e9 de 39 % pour atteindre 46 milliards de dollars (41,3 milliards d\u2019euros).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cela s&rsquo;explique en grande partie par le d\u00e9placement de la journ\u00e9e de promotions \u00ab Prime Day \u00bb du troisi\u00e8me au deuxi\u00e8me trimestre. Selon Amazon, sans cet effet calendaire, la croissance totale du chiffre d&rsquo;affaires aurait \u00e9t\u00e9 sup\u00e9rieure d&rsquo;environ quatre points de pourcentage. N\u00e9anmoins, les inqui\u00e9tudes grandissent quant \u00e0 la demande des consommateurs et \u00e0 la concurrence croissante dans le secteur du commerce \u00e9lectronique.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La machine publicitaire montre des signes de faiblesse<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La branche publicitaire, pourtant lucrative, montre \u00e9galement ses premi\u00e8res failles. Les revenus ont certes augment\u00e9 de 11 % pour atteindre 19,6 milliards de dollars (17,6 milliards d\u2019euros), mais il s\u2019agit de la croissance la plus lente depuis qu\u2019Amazon a commenc\u00e9 \u00e0 publier des chiffres distincts sur cette activit\u00e9 en 2020.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La publicit\u00e9 constitue pourtant une source de b\u00e9n\u00e9fices importante pour la plateforme, mais ce mod\u00e8le pourrait conna\u00eetre un changement radical en raison de l\u2019\u00e9mergence des assistants d\u2019achat bas\u00e9s sur l\u2019IA. Si les consommateurs ne parcourent plus eux-m\u00eames les pages produits ou ne cliquent plus sur les r\u00e9sultats de recherche sponsoris\u00e9s, Amazon risque de perdre non seulement ses revenus publicitaires, mais aussi une partie de sa relation directe avec ses clients.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Alexa doit fid\u00e9liser les clients au sein d\u2019Amazon<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon mise quant \u00e0 lui pleinement sur le shopping pilot\u00e9 par l\u2019IA. Plus de 400 millions de clients ont utilis\u00e9 Alexa for Shopping, son assistant d\u2019achat bas\u00e9 sur l\u2019IA, au cours des douze derniers mois. Selon l\u2019entreprise, les utilisateurs d\u00e9pensent en moyenne 50 % de plus par commande que les clients qui n\u2019utilisent pas cette technologie. Cela ne prouve toutefois pas encore que l\u2019assistant IA incite r\u00e9ellement les consommateurs \u00e0 acheter davantage. Il est possible que ces utilisateurs soient de toute fa\u00e7on d\u00e9j\u00e0 des clients plus assidus d\u2019Amazon.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le m\u00eame temps, Amazon tente de renforcer sa position dans les produits d&rsquo;\u00e9picerie et d&rsquo;entretien m\u00e9nager. Ces cat\u00e9gories repr\u00e9sentent d\u00e9sormais environ la moiti\u00e9 de tous les articles vendus et, selon l&rsquo;entreprise, leur croissance est environ trois fois plus rapide que celle du reste de la gamme.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La rapidit\u00e9 de livraison reste \u00e9galement une priorit\u00e9. Au troisi\u00e8me trimestre, Amazon a livr\u00e9 plus de 1,5 milliard d\u2019articles le jour m\u00eame ou le lendemain matin \u00e0 ses clients Prime. Le service de livraison ultra-rapide Amazon Now est d\u00e9sormais disponible dans plus de 450 villes et communes \u00e0 travers le monde.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors que les services cloud d&rsquo;Amazon enregistrent une croissance record, le moteur de la boutique en ligne bat de l&rsquo;aile. Les ventes de produits progressent \u00e0 peine de 2 % et les recettes publicitaires perdent \u00e9galement de leur \u00e9lan. De plus, les assistants d&rsquo;achat bas\u00e9s sur l&rsquo;IA menacent de mettre sous pression le mod\u00e8le \u00e9conomique lucratif du g\u00e9ant du commerce \u00e9lectronique.<\/p>\n","protected":false},"author":5,"featured_media":158213,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,25],"tags":[1467],"people":[],"extra":[43],"company":[206],"topic":[266],"region":[381],"class_list":["post-158212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","tag-artificiele-intelligentie","extra-plus","company-amazon","topic-resultats-financiers","region-royaume-uni"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon voit son commerce en ligne s&#039;essouffler dans le tumulte de l&#039;IA - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/amazon-voit-son-activite-en-ligne-sessouffler-dans-le-tumulte-de-lia\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon voit son commerce en ligne s&#039;essouffler dans le tumulte de l&#039;IA - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Alors que les services cloud d&#039;Amazon enregistrent une croissance record, le moteur de la boutique en ligne bat de l&#039;aile. Les ventes de produits progressent \u00e0 peine de 2 % et les recettes publicitaires perdent \u00e9galement de leur \u00e9lan. De plus, les assistants d&#039;achat bas\u00e9s sur l&#039;IA menacent de mettre sous pression le mod\u00e8le \u00e9conomique lucratif du g\u00e9ant du commerce \u00e9lectronique.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/amazon-voit-son-activite-en-ligne-sessouffler-dans-le-tumulte-de-lia\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-30T11:45:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-30T11:45:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/10\/Amazon_19-1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pauline Neerman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pauline Neerman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/general\\\/amazon-voit-son-activite-en-ligne-sessouffler-dans-le-tumulte-de-lia\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/general\\\/amazon-voit-son-activite-en-ligne-sessouffler-dans-le-tumulte-de-lia\\\/\"},\"author\":{\"name\":\"Pauline Neerman\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/66b54803fa10759039079458ea89e307\"},\"headline\":\"Amazon voit son commerce en ligne s&rsquo;essouffler dans le tumulte de l&rsquo;IA\",\"datePublished\":\"2026-10-30T11:45:29+00:00\",\"dateModified\":\"2026-10-30T11:45:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/general\\\/amazon-voit-son-activite-en-ligne-sessouffler-dans-le-tumulte-de-lia\\\/\"},\"wordCount\":603,\"publisher\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/general\\\/amazon-voit-son-activite-en-ligne-sessouffler-dans-le-tumulte-de-lia\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/Amazon_19-1-1.jpg\",\"keywords\":[\"Artifici\u00eble Intelligentie\"],\"articleSection\":[\"Algemeen\",\"G\u00e9n\u00e9ral\"],\"inLanguage\":\"fr-FR\",\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/general\\\/amazon-voit-son-activite-en-ligne-sessouffler-dans-le-tumulte-de-lia\\\/\",\"url\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/general\\\/amazon-voit-son-activite-en-ligne-sessouffler-dans-le-tumulte-de-lia\\\/\",\"name\":\"Amazon voit son commerce en ligne s'essouffler dans le tumulte de l'IA - 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