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亚马逊VS独立站：跨境电商平台选择终极指南

核心问题：亚马逊和独立站哪个更适合新手卖家？

Core Question: Which is better for new sellers, Amazon or independent websites?

在跨境电商领域，亚马逊平台和独立站就像两个完全不同的世界！这就像问"鸡肉好吃还是鱼肉好吃"一样，答案取决于你的具体情况。

In the cross-border e-commerce field, Amazon platform and independent websites are like two completely different worlds! It's like asking "Is chicken or fish more delicious" - the answer depends on your specific situation.

亚马逊平台的优势

Advantages of Amazon Platform

1. 流量确定性高：亚马逊拥有庞大的用户基础，用户购物意向明确。如果你连这种确定性流量都无法承接，独立站对你来说会更困难。

1. High traffic certainty: Amazon has a huge user base with clear shopping intentions. If you can't even handle this kind of certain traffic, independent websites will be even more difficult for you.

2. 运营难度相对较低：相比站外引流，亚马逊站内运营的难度系数要小很多。但仍需考虑品类趋势、供应链把控、产品合规性等宏观因素。

2. Relatively lower operational difficulty: Compared with external traffic acquisition, Amazon's internal operations are much easier. However, you still need to consider macro factors like category trends, supply chain control, and product compliance.

独立站的挑战

Challenges of Independent Websites

1. 建站容易引流难：现代建站工具让创建精美网站变得简单，但核心挑战在于流量获取。必须依靠YouTube、Facebook、Google等平台引流，每个平台都有独特的规则和玩法。

1. Easy to build but hard to attract traffic: Modern website-building tools make it easy to create beautiful websites, but the core challenge lies in traffic acquisition. You must rely on platforms like YouTube, Facebook, and Google for traffic, each with its own unique rules and gameplay.

2. 转化率难以把控：站外流量的转化率远低于亚马逊站内流量，这对运营能力提出了更高要求。

2. Conversion rates are hard to control: The conversion rate of external traffic is much lower than Amazon's internal traffic, which puts higher demands on operational capabilities.

给卖家的建议

Advice for Sellers

新手卖家慎入独立站！除非你有足够的资金准备和心理承受能力来应对前期的亏损和试错。在任何行业，真正成功的都是少数人，二八定律在跨境电商领域同样适用。

New sellers should be cautious about entering independent websites! Unless you have sufficient financial preparation and psychological endurance to cope with early losses and trial and error. In any industry, only a minority truly succeed, and the 80/20 rule also applies in cross-border e-commerce.

2022年后，亚马逊规则日益完善，野蛮生长的时代已经结束。现在拼的是真本事，只有做好每一个细节，才能在激烈的竞争中脱颖而出。

After 2022, Amazon's rules have become increasingly perfect, and the era of wild growth has ended. Now it's about real skills - only by doing every detail well can you stand out in the fierce competition.

终极建议：对于大多数新手卖家，建议从亚马逊开始积累经验，待运营能力成熟后再考虑拓展独立站业务。

Ultimate advice: For most new sellers, it is recommended to start with Amazon to accumulate experience, and consider expanding to independent websites only after operational capabilities mature.