亚马逊账户评级大调整：卖家如何应对B2B推广与谷歌竞价推广的价值
近期，亚马逊卖家账户评级功能迎来重大调整，许多卖家反馈收到账户状况评级功能调整的通知邮件。部分卖家的账户状态直接变红且评分低于100分，导致店铺链接全部暂停销售。这一调整对正在冲刺年终旺季的卖家影响尤为显著。
Recently, Amazon's seller account rating function has undergone major adjustments. Many sellers reported receiving notification emails about the adjustment of the account health rating function. Some sellers' account status directly turned red with scores below 100 points, resulting in all store links being suspended. This adjustment has a particularly significant impact on sellers preparing for the year-end peak season.
01 账户评级新规：低于200分存在停用风险
01 New Account Rating Rules: Below 200 Points Risks Suspension
亚马逊新版账户状况评级功能于2022年8月在美国和加拿大站点上线，计划2023年推广至全球站点。新系统采用0-1000分的评分机制：
Amazon's new account health rating function was launched in the US and Canada in August 2022 and is planned to be rolled out globally in 2023. The new system adopts a 0-1000 point scoring mechanism:
- 绿色（健康）：200-1000分，账户安全
- 黄色（存在风险）：100-199分，有停用风险
- 红色（不健康）：99分以下，符合停用条件
值得注意的是，新卖家初始分为200分。每次违规都会扣分，解决违规后可恢复分数。处于黄色或红色状态的账户需在7天内解决问题，否则将被停用。
It's worth noting that new sellers start with 200 points. Each violation will deduct points, which can be restored after resolving the violation. Accounts in yellow or red status must resolve issues within 7 days or face suspension.
02 卖家困境：申诉无果错失旺季
02 Seller Dilemma: Failed Appeals Miss Peak Season
一位卖家向雨果跨境透露，更新后他的账户评级从黄色直接变为红色（92分），原因是亚马逊翻出了6个月内的违规记录。尽管及时申诉，但因曾涉及专利侵权问题，账户仍被停用。
A seller told Hugo Cross-border that after the update, his account rating changed directly from yellow to red (92 points) because Amazon reviewed violations within 6 months. Despite timely appeals, the account was still suspended due to previous patent infringement issues.
提高分数的方法：每成功配送200个订单可获得4分。有卖家计算，稳定日销223单以上可获得满分1000分。
Ways to increase scores: Every 200 successfully delivered orders earns 4 points. Some sellers calculated that maintaining daily sales of over 223 orders can achieve the perfect score of 1000 points.
B2B推广与谷歌竞价推广的价值
The Value of B2B Promotion and Google Bidding Promotion
在亚马逊政策趋严的背景下，B2B推广和谷歌竞价推广成为卖家多元化营销的重要选择：
With Amazon's increasingly strict policies, B2B promotion and Google bidding promotion have become important alternatives for sellers' diversified marketing:
- 降低平台依赖风险：避免将所有鸡蛋放在一个篮子里
- 精准获客：通过谷歌广告定位高意向客户
- 品牌建设：建立独立于平台的品牌影响力
特别是对遭遇账户问题的卖家，谷歌竞价推广可以快速建立替代销售渠道，减少平台政策变动带来的冲击。
Especially for sellers experiencing account issues, Google bidding promotion can quickly establish alternative sales channels to reduce the impact of platform policy changes.
