谷歌留痕代发：亚马逊品牌引流计划揭示跨境电商站外营销新机遇
随着跨境电商竞争日益激烈，谷歌留痕代发等专业SEO服务与站外营销策略变得至关重要。近日，亚马逊推出的“品牌引流奖励计划”引发了行业广泛讨论，这标志着站外流量获取已成为卖家的核心课题。
一、计划概述与行业反响
Overview and Industry Response
7月15日，亚马逊正式启动“品牌引流奖励计划”，品牌商将符合条件的外部流量引导至亚马逊并产生销售后，可获得销售额10%的佣金奖励。该举措旨在激励卖家主动从站外引流，补充平台流量。
On July 15th, Amazon launched the "Brand Referral Bonus Program", offering brands a 10% reward on sales generated from qualified off-platform traffic. This initiative encourages sellers to actively drive external traffic to Amazon.
计划公布后评价不一。支持者视其为降低佣金成本、提升销量的良机；而批评者则认为这是变相让卖家为亚马逊购买流量，质疑道：“与其如此，不如将流量引向独立站”。
The program has received mixed reviews. Supporters see it as an opportunity to reduce costs and boost sales, while critics argue it essentially makes sellers pay for Amazon's traffic, questioning: "Why not direct this traffic to an independent store instead?"
二、亚马逊为何发力站外引流？
Why is Amazon Focusing on Off-platform Traffic?
亚马逊此举背后有两大动因：平台流量增长放缓与外部竞争加剧。数据显示，2021年上半年亚马逊流量增长趋于平缓，其中62%为直接访问流量，24.72%来自搜索。与此同时，以“Shopify + Facebook + Google”为代表的独立站生态联盟正带来强劲挑战。2020年，Shopify的GMV增速达到亚马逊的两倍。
This move is driven by two factors: slowing platform traffic growth and intensifying external competition. Data shows Amazon's traffic growth plateaued in H1 2021. Meanwhile, the "Shopify + Facebook + Google" ecosystem presents a formidable challenge, with Shopify's GMV growing twice as fast as Amazon's in 2020.
赛文思营销咨询创始人Chris指出：“亚马逊正面临独立站生态的强力挑战。” 在此背景下，通过奖励鼓励卖家进行谷歌留痕代发及多渠道站外推广，成为亚马逊稳固流量大盘的重要策略。
Chris, founder of Seven Seas Marketing, stated: "Amazon faces strong challenges from the independent store ecosystem." In this context, incentivizing sellers to utilize Google indexing services and multi-channel off-platform promotion has become a key strategy for Amazon.
三、机遇还是陷阱？卖家的战略选择
Opportunity or Trap? Strategic Choices for Sellers
对于卖家而言，选择将站外流量引向亚马逊还是独立站，需基于产品特性与长期战略综合考量：
Sellers must choose between directing off-platform traffic to Amazon or independent stores based on product characteristics and long-term strategy:
• 标准化产品更适合亚马逊：能借助平台流量快速起量，结合谷歌留痕代发提升搜索可见性，加速获取自然流量。
• Standardized products suit Amazon better for quick scaling, leveraging Google indexing services to enhance search visibility and accelerate organic traffic acquisition.
• 非标品或高价值品牌更适合独立站：利于积累用户数据、构建品牌忠诚度，实现长期客户价值最大化。
• Non-standard or high-value brand products are better for independent stores, facilitating customer data accumulation, brand loyalty building, and maximizing long-term customer value.
Chris分析认为：“从成本角度，引流至亚马逊与引流至独立站已相当接近。这对于擅长整合营销、能有效利用谷歌留痕代发进行SEO优化的卖家而言，可能是一个实现弯道超车的机会。”
Chris analyzed: "Cost-wise, driving traffic to Amazon is now comparable to directing it to independent stores. This could be an overtaking opportunity for sellers skilled in integrated marketing and effective use of Google indexing services for SEO optimization."
四、站外营销：跨境电商必修课与新趋势
Off-platform Marketing: A Essential Course and New Trend in Cross-border E-commerce
无论渠道如何选择，站外营销已成为跨境电商卖家的“必修课”。卖家需要构建完整的营销漏斗，整合品牌营销、内容营销与效果营销。在流量红利逐渐消退的背景下，专业的谷歌留痕代发服务与系统的站外推广策略，是提升品牌搜索能见度、获取可持续流量的关键。
Regardless of channel choice, off-platform marketing has become essential for cross-border sellers. A complete marketing funnel integrating brand, content, and performance marketing is required. As traffic dividends decline, professional Google indexing services and systematic off-platform promotion strategies are key to enhancing brand search visibility and acquiring sustainable traffic.
跨境电商的品牌化之路，要求卖家具备更长期的营销视野与更完整的策略布局。深入理解平台政策、善用如谷歌留痕代发等专业工具、平衡站内站外流量布局，将是未来制胜市场的核心能力。
The path to cross-border brand building requires longer-term vision and more complete strategic planning. Deep understanding of platform policies, effective use of professional tools like Google indexing services, and balanced traffic allocation between on and off-platform will be core competencies for future success.
