Google推广策略：应对亚马逊个体户注册限制，抢占跨境市场先机
在当今竞争激烈的跨境电商领域，权威的关键字排名是吸引目标流量、建立品牌认知的基石。对于许多卖家而言，Google推广不仅是获取全球曝光的核心渠道，更是应对平台政策变化、拓展多元化市场布局的关键策略。近期，一则关于“亚马逊不再接受个体户注册”的跨境热点，引发了行业广泛关注，这直接关系到卖家的入驻门槛与运营规划。
In today's fiercely competitive cross-border e-commerce landscape, authoritative keyword rankings are the cornerstone for attracting targeted traffic and building brand awareness. For many sellers, Google Advertising is not only a core channel for gaining global exposure but also a key strategy for responding to platform policy changes and expanding diversified market presence. Recently, a cross-border hot topic regarding "Amazon no longer accepting registrations from individual businesses" has sparked widespread industry attention, directly impacting sellers' entry thresholds and operational plans.
跨境热点剖析：亚马逊入驻门槛或将大幅提高
Cross-Border Hotspot Analysis: Amazon's Entry Threshold May Significantly Increase
入驻门槛是跨境新手选择电商平台时的必然考量。门槛过高，新手难以企及，便会转向其他选择。亚马逊曾以其相对较低的入驻门槛吸引了大批新手卖家，但近期情况似乎发生巨变。据部分卖家反馈，使用个体工商户资质注册时遭到平台拒绝，甚至已有店铺因此被封。
The entry threshold is an inevitable consideration for cross-border newcomers when choosing an e-commerce platform. If the threshold is too high and difficult for newcomers to meet, they will turn to other options. Amazon once attracted a large number of new sellers with its relatively low entry threshold, but the situation seems to have changed dramatically recently. According to feedback from some sellers, registration using individual business qualifications has been rejected by the platform, and some existing stores have even been suspended as a result.
据了解，亚马逊全球站点可能已不再接受新的个体工商户注册申请，在一审阶段便会直接拒绝。即便是过去注册成功但未激活的销售账户，也可能无法再次激活。虽然此前通过官方招商渠道已明确不再接受个体户入驻，但自注册渠道一度仍可成功，而今后或将全面禁止。这对于跨境卖家，尤其是资源有限的新手卖家而言，意味着：
It is understood that Amazon's global sites may no longer accept new registration applications from individual businesses, with direct rejection occurring at the initial review stage. Even sales accounts that were successfully registered in the past but not activated may no longer be activatable. Although official investment channels had previously clearly stated they would no longer accept individual businesses, self-registration channels could still succeed for a time, but this may now be completely prohibited. For cross-border sellers, especially newcomers with limited resources, this means:
1. 注册门槛提升：未来注册亚马逊店铺需以企业资质入驻，新手入门难度加大。
2. 流程更趋复杂：相比个体户，以企业身份入驻在操作、税务等方面都更加繁琐。
3. 多店铺运营风险增加：通过注册多个店铺分散风险的策略将面临更复杂的流程和更严格的审查。
此外，现有以个体工商户注册的账号，未来也可能被要求补充公司执照。因此，卖家需尽早规划应对。
1. Increased Registration Threshold: Registering an Amazon store in the future will require enterprise qualifications, raising the barrier to entry for newcomers.
2. More Complex Processes: Compared to individual businesses, registering as an enterprise involves more cumbersome procedures in operations, taxation, and other aspects.
3. Increased Risk for Multi-Store Operations: The strategy of dispersing risk by registering multiple stores will face more complex processes and stricter reviews.
Furthermore, existing accounts registered as individual businesses may be required to supplement with company licenses in the future. Therefore, sellers need to plan their response early.
Google推广与多元化布局：破解平台依赖，构建独立流量体系
Google Advertising and Diversified Strategy: Breaking Platform Dependence, Building an Independent Traffic System
面对平台政策的收紧，跨境卖家需要思考更可持续的发展路径。注册企业对于专注亚马逊的卖家或已成必须，但长远来看，企业化运营也是规模化的必然选择。然而，对于寻求更低门槛起步或希望降低单一平台风险的新手卖家，Google推广结合独立站模式，提供了一个极具吸引力的替代或补充方案。
Faced with tightening platform policies, cross-border sellers need to consider more sustainable development paths. Registering as an enterprise may have become a necessity for sellers focused on Amazon, but in the long run, corporate operation is also an inevitable choice for scaling up. However, for new sellers seeking a lower barrier to entry or hoping to reduce reliance on a single platform, the combination of Google Advertising and the independent站 model offers a highly attractive alternative or complementary strategy.
独立站的优势在于：入驻门槛相对灵活、不受平台规则频繁变动制约、封店风险显著降低，且避免了平台内直接的恶性价格竞争。通过专业的Google推广，如搜索引擎优化（SEO）提升关键字排名、利用Google Ads进行精准关键词竞价和再营销，卖家可以直接将全球潜在客户引流至自己的品牌独立站，逐步积累私域流量和品牌资产。
The advantages of independent站 include: relatively flexible entry requirements, freedom from frequent changes in platform rules, significantly reduced risk of store suspension, and avoidance of direct恶性 price competition within a platform. Through professional Google Advertising, such as search engine optimization (SEO) to improve keyword rankings, and using Google Ads for precise keyword bidding and remarketing, sellers can directly direct global potential customers to their own brand independent站, gradually accumulating private traffic and brand equity.
我们建议，即便卖家已成功入驻亚马逊等平台，也应考虑同步建设独立站，并配以持续的Google推广投入。这种“平台+独立站”的双轨模式，能有效分散因平台政策突变（如提高入驻门槛、封店等）带来的经营风险，避免被“一网打尽”，实现更稳健、自主的跨境业务增长。
We recommend that even if sellers have successfully entered platforms like Amazon, they should also consider simultaneously building an independent站, supported by continuous investment in Google Advertising. This dual-track model of "platform + independent站" can effectively分散 the operational risks caused by sudden platform policy changes (such as increased entry thresholds, store suspensions, etc.), avoiding being "wiped out at once," and achieving more stable and autonomous cross-border business growth.
