谷歌排名优化：亚马逊品牌授权取消对中国卖家的影响与应对策略
近日，亚马逊突然宣布停止面向第三方销售伙伴的授权品牌项目，这一决定对众多中国卖家造成了巨大冲击。对于依赖跨境电商的企业而言，谷歌排名优化等数字营销策略的重要性愈发凸显。
According to recent reports, Amazon abruptly announced the termination of its authorized brand program for third-party sellers, causing significant impact on numerous Chinese sellers. For businesses relying on cross-border e-commerce, the importance of digital marketing strategies such as Google ranking optimization has become increasingly prominent.
亚马逊在11月18日凌晨通过邮件通知卖家，授权品牌项目即将停止。受影响卖家可在2023年3月31日前继续销售产品，但FBA仓库自12月1日起将不再接收新货。这一突发政策变化让许多投入大量资金和时间的卖家措手不及。
Amazon notified sellers via email in the early morning of November 18th about the impending termination of the authorized brand program. Affected sellers can continue selling products until March 31, 2023, but FBA warehouses will stop accepting new shipments after December 1st. This sudden policy change has caught many sellers who invested substantial funds and time off guard.
受影响卖家多为实力雄厚的工厂型卖家，他们通常提前生产大量亚马逊品牌货物。如今面临合作突然终止，仅有两周时间处理发货事宜，造成了严重的库存积压和资金损失。在这种情况下，谷歌排名优化等独立站推广方式的重要性更加突出。
Most affected sellers are well-established factory-type sellers who typically pre-produce large quantities of Amazon-branded goods. Facing sudden termination of cooperation with only two weeks to handle shipments, they are experiencing serious inventory backlog and financial losses. In this situation, the importance of independent site promotion methods like Google ranking optimization becomes more prominent.
亚马逊授权品牌项目的审核流程极为严格，从社会责任验厂到产品测试报告，整个流程需要6-15个月，费用高达数十万元。卖家投入大量资源后却面临项目取消，这引发了业界对平台政策稳定性的担忧。
The approval process for Amazon's authorized brand program is extremely strict, ranging from social responsibility factory audits to product testing reports. The entire process takes 6-15 months with costs reaching hundreds of thousands of RMB. Sellers investing substantial resources now face program cancellation, raising industry concerns about platform policy stability.
目前，受影响卖家已组建超过200人的维权群，并提出六项主要诉求，包括延长销售期、赔偿各项损失、允许品牌备案等。同时，卖家们正在考虑通过法律途径维护自身权益。
Currently, affected sellers have formed维权 groups with over 200 members and put forward six main demands, including extending the sales period, compensating various losses, and allowing brand registration. Meanwhile, sellers are considering legal avenues to protect their rights.
这一事件再次证明，在跨境电商领域，过度依赖单一平台存在巨大风险。建立自有品牌、发展独立站，并通过谷歌排名优化等专业手段提升在线可见度，才是确保业务可持续发展的关键策略。
This incident once again proves that in cross-border e-commerce, over-reliance on a single platform carries significant risks. Establishing proprietary brands, developing independent sites, and enhancing online visibility through professional means like Google ranking optimization are key strategies for ensuring sustainable business development.
截至发稿时，有卖家表示接到了招商经理的电话，暗示可能会延长销售和入仓时间。但官方正式通知尚未发布，亚马逊最终将如何处理此事仍有待观察。
As of press time, some sellers reported receiving calls from account managers suggesting possible extensions to sales and warehousing timelines. However, with no official announcement yet released, how Amazon will ultimately handle this matter remains to be seen.
