亚马逊卖家遭遇"反跟卖"危机：品牌滥用风险激增
近期大批亚马逊卖家在打击跟卖行为时遭遇意外挫折，部分卖家甚至因此被平台撤销品牌权限。这一现象在跨境电商业界引发广泛讨论。
Recently, many Amazon sellers have encountered unexpected setbacks when combating hijackers, with some even having their brand privileges revoked by the platform. This phenomenon has sparked widespread discussion in the cross-border e-commerce industry.
"跟卖"(Hijacking)是亚马逊平台特有的销售机制，允许不同卖家在提供完全相同的产品时共享同一个商品页面。虽然平台允许这种操作，但品牌卖家普遍将其视为重大威胁。
"Hijacking" is a unique sales mechanism on Amazon that allows different sellers to share the same product page when offering identical items. Although permitted by the platform, brand sellers generally view this practice as a significant threat.
投诉反遭品牌撤销
Complaints Result in Brand Revocation
多位资深卖家反映，近期通过品牌投诉渠道打击跟卖后，不仅未能成功移除跟卖者，反而导致自身品牌被标记为"滥用"，甚至被撤销品牌投诉功能。
Several experienced sellers reported that after recently using brand complaint channels to combat hijackers, they not only failed to successfully remove the hijackers but also had their own brands flagged as "abusive," with some even losing brand complaint privileges.
"这个月总共投诉两个跟卖，没想到品牌投诉功能就被撤销了，"一位不愿透露姓名的卖家表示，"现在赶跟卖简直是在玩火。"
"I only complained about two hijackers this month, and unexpectedly had my brand complaint privileges revoked," said an anonymous seller. "Dealing with hijackers now is like playing with fire."
服务商推波助澜
Service Providers Exacerbate the Situation
业内人士指出，部分服务商提供的违规赶跟卖服务加剧了这一问题：
Industry insiders point out that some service providers' non-compliant anti-hijacking services have exacerbated this issue:
- 使用"零计划"品牌进行违规操作
- 下虚假订单锁定跟卖者库存
- 专业软件协助跟卖者进行反诉
- Using "Project Zero" brands for non-compliant operations
- Placing fake orders to lock hijackers' inventory
- Professional software assisting hijackers in counterclaims
一位服务商透露："现在专业跟卖团队都配备了法律顾问和申诉专家，普通卖家很难通过投诉渠道取胜。"
A service provider revealed: "Professional hijacking teams now have legal advisors and appeal specialists. It's difficult for ordinary sellers to win through complaint channels."
透明计划成为新选择
Transparency Program Emerges as New Option
面对日益复杂的跟卖问题，亚马逊透明计划(Transparency Program)成为品牌保护的有效方案。该计划要求每个商品附带唯一二维码，从源头上杜绝跟卖可能。
Facing increasingly complex hijacking issues, Amazon's Transparency Program has become an effective brand protection solution. The program requires each product to have a unique QR code, preventing hijacking at the source.
专家建议：卖家在打击跟卖时应准备完整证据链，避免使用过激言辞，优先考虑加入透明计划等官方保护方案。
Expert advice: Sellers should prepare complete evidence chains when combating hijackers, avoid using aggressive language, and prioritize official protection solutions like the Transparency Program.
