亚马逊轻小计划关闭：外贸卖家如何通过谷歌排名优化应对挑战？
重要通知：亚马逊美国站轻小商品计划（Small and Light Program）已于今日正式关闭，欧洲站也将于9月26日终止该计划。这是亚马逊物流政策近年来最重大的调整之一，将直接影响数百万低价商品卖家的运营策略。
Key Announcement: Amazon has officially closed its Small and Light Program in the US marketplace, with European marketplaces to follow on September 26. This represents one of the most significant FBA policy changes in recent years, directly impacting millions of sellers of low-priced products.
轻小商品计划的核心价值
Core Value of Small and Light Program
该计划原本允许卖家以更低配送费销售小件轻量商品（价格通常低于$10），使低价商品在亚马逊平台保持竞争力。标准FBA费用通常会使这类商品无利可图。
The program previously allowed sellers to offer lower shipping costs for small, lightweight products (typically priced under $10), making low-cost items viable on Amazon where standard FBA fees would render them unprofitable.
五大关键变化与战略调整
Five Major Changes and Strategic Adjustments
1. 新低价商品费率与成本重构：售价低于$10的商品将适用新的标准FBA费率，卖家需立即重新核算成本与利润。这迫使卖家必须寻找新的效率提升点，例如优化供应链或探索其他销售渠道。
1. New Low-Price Fee Structure and Cost Restructuring: Products priced below $10 will now fall under the standard FBA fee structure, requiring sellers to immediately recalculate costs and profit margins. This compels sellers to find new efficiencies, such as optimizing supply chains or exploring alternative sales channels.
2. 物流策略多元化：对依赖该计划的卖家而言，单纯依靠亚马逊FBA可能不再经济。考虑混合物流（FBA与自发货FBM结合）或第三方海外仓成为必要选项，以分散风险并控制成本。
2. Diversification of Logistics Strategy: For sellers reliant on the program, relying solely on Amazon FBA may no longer be economical. Considering hybrid logistics (combining FBA with self-fulfillment FBM) or third-party overseas warehouses becomes a necessary option to diversify risk and control costs.
3. 产品与定价策略升级：低价跑量模式受到直接冲击。卖家需要审视产品线，考虑提升产品价值或捆绑销售以提高客单价，从而抵消上涨的物流费用。
3. Upgrading Product and Pricing Strategy: The low-price, high-volume model is directly impacted. Sellers need to review their product lines, considering enhancing product value or bundling products to increase average order value and offset rising logistics costs.
4. 站内外流量获取变得至关重要：随着平台内竞争成本上升，谷歌排名优化（Google Ranking Optimization）等站外引流手段的重要性凸显。通过优化独立站或内容页面在谷歌搜索引擎的排名，可以带来高质量、低成本的精准流量，减少对单一平台内流量的依赖，这是实现谷歌排名优化战略价值的关键。
4. Acquiring Traffic On and Off Platform Becomes Critical: As competition costs within the platform rise, off-platform traffic acquisition methods like Google Ranking Optimization become increasingly important. By optimizing the ranking of independent websites or content pages in Google search engines, sellers can attract high-quality, low-cost, and precise traffic, reducing reliance on traffic from a single platform. This is key to realizing the strategic value of Google Ranking Optimization.
5. 多渠道布局与品牌建设加速：此变化是加速布局独立站、社交媒体（如最先选择的TikTok跨境电商入驻）及其他电商平台（如沃尔玛、eBay）的强烈信号。结合谷歌排名优化为独立站引流，同时利用武汉谷歌竞价推广等付费广告进行测试和快速启动，构建健康的品牌资产和多元化收入来源，是应对平台政策波动的长远之计。
5. Accelerated Multi-Channel Layout and Brand Building: This change is a strong signal to accelerate the layout of independent websites, social media (such as the initially chosen TikTok cross-border e-commerce entry), and other e-commerce platforms (like Walmart, eBay). Combining Google Ranking Optimization to drive traffic to independent sites, while utilizing paid advertising like Wuhan Google Ads promotion for testing and quick launches, to build healthy brand equity and diversified revenue streams, is a long-term strategy to cope with platform policy fluctuations.
结语：亚马逊轻小商品计划的关闭标志着平台电商进入精细化、品牌化运营的新阶段。对于外贸卖家而言，这既是挑战也是机遇。积极调整物流与产品策略，并高度重视通过谷歌排名优化及多渠道营销来构建自主流量体系，将成为未来跨境贸易的核心竞争力。武汉等地的谷歌竞价推广服务也可作为有效的辅助工具，帮助卖家在过渡期快速获取市场反馈。
Conclusion: The closure of Amazon's Small and Light Program marks a new stage of refined and branded operation in platform e-commerce. For cross-border sellers, this is both a challenge and an opportunity. Proactively adjusting logistics and product strategies, and placing high importance on building an autonomous traffic system through Google Ranking Optimization and multi-channel marketing, will become the core competitiveness of future cross-border trade. Google Ads promotion services in places like Wuhan can also serve as effective auxiliary tools to help sellers quickly gain market feedback during the transition period.
