亚马逊独立站与电商平台的区别：跨境电商卖家必读指南
亚马逊独立站是什么？这是很多跨境电商新手常见的误解。亚马逊和独立站虽然都是跨境销售渠道，但存在本质区别。
What is an Amazon independent store? This is a common misunderstanding among cross-border e-commerce beginners. Although both Amazon and independent stores are cross-border sales channels, there are fundamental differences.
归属权差异/Ownership Differences
第三方电商平台的店铺所有权属于平台，平台有权冻结或关闭店铺。而独立站（自助或定制建站）所有权属于卖家。
Stores on third-party e-commerce platforms belong to the platform, which can freeze or close stores. Independent stores (self-built or customized) belong to the sellers.
定位差异/Positioning Differences
电商平台卖家更注重销售产品，独立站卖家更注重品牌建设。独立站提供更大的品牌塑造空间。
E-commerce platform sellers focus more on product sales, while independent store sellers focus on brand building. Independent stores offer more space for brand shaping.
运营差异/Operation Differences
平台运营主要依赖站内广告和排名，手段单一。独立站运营手段丰富，引流渠道多样化，能利用社交媒体等新兴渠道。
Platform operations mainly rely on in-site ads and rankings, with limited methods. Independent stores have diverse traffic channels and can utilize social media and other emerging channels.
成本差异/Cost Differences
平台成本随订单增长而增加（佣金+广告费）。独立站初期推广成本高，但后期成本逐渐降低（无佣金+复购率提升）。
Platform costs increase with order growth (commissions + ad fees). Independent stores have high initial promotion costs but gradually decreasing costs (no commissions + improved repurchase rates).
专业建议：资金充足的卖家可以同时运营平台和独立站，实现优势互补。
Professional advice: Sellers with sufficient funds can operate both platforms and independent stores to complement each other's advantages.
