Google推广助力跨境电商：亚马逊品牌引流计划揭示站外营销新趋势
在当今数字营销领域，Google推广已成为企业获取全球流量的核心策略之一。近日，亚马逊推出的“品牌引流奖励计划”进一步凸显了站外流量获取的重要性，为跨境电商卖家指明了新的营销方向。
In today's digital marketing landscape, Google promotion has become one of the core strategies for businesses to acquire global traffic. Amazon's recently launched "Brand Referral Bonus Program" further highlights the importance of acquiring off-platform traffic, pointing cross-border e-commerce sellers toward new marketing directions.
亚马逊品牌引流计划与站外流量争夺
Amazon's Brand Referral Program and the Competition for Off-platform Traffic
7月15日，亚马逊正式推出“品牌引流奖励计划”，宣布品牌商从站外引流符合条件即可获得订单销售额10%的奖励，直接抵扣销售佣金。这一举措不仅反映了亚马逊对站外流量的迫切需求，更揭示了通过Google推广等渠道获取优质流量的战略价值。
On July 15th, Amazon officially launched the "Brand Referral Bonus Program", announcing that brands can receive a 10% bonus on qualified sales from off-platform traffic referrals, directly offsetting referral fees. This move not only reflects Amazon's urgent need for off-platform traffic but also reveals the strategic value of acquiring quality traffic through channels like Google promotion.
平台流量增长瓶颈与独立站生态挑战
Platform Traffic Growth Bottlenecks and Independent Store Ecosystem Challenges
数据显示，亚马逊2021年上半年流量增长趋于平缓，直接流量占62%，搜索流量占24.72%。与此同时，以“Shopify + Facebook + Google推广”为代表的独立站生态联盟正在迅速崛起。2020年Shopify平台GMV达近1200亿美元，接近亚马逊规模的1/4，这对亚马逊的流量主导地位构成了实质性挑战。
Data shows Amazon's traffic growth slowed in the first half of 2021, with direct traffic at 62% and search traffic at 24.72%. Meanwhile, the independent store ecosystem represented by "Shopify + Facebook + Google promotion" is rapidly rising. In 2020, Shopify's GMV reached nearly $120 billion, about one-quarter of Amazon's scale, posing a substantial challenge to Amazon's traffic dominance.
社交媒体电商化与Z世代消费习惯变革
Social Media E-commerce and Changing Gen Z Consumption Habits
社交媒体凭借受众精准、粘度高等优势进入电商领域，加上Z世代社交化、去中心化的购物习惯，迫使亚马逊必须加强站外流量布局。此时，Google推广作为精准引流工具，其价值在跨境电商营销体系中愈发凸显。
Social media's entry into e-commerce with advantages like precise targeting and high engagement, combined with Gen Z's social and decentralized shopping habits, forces Amazon to strengthen its off-platform traffic strategy. At this point, Google promotion as a precise traffic acquisition tool is becoming increasingly valuable in the cross-border e-commerce marketing system.
品牌引流计划的战略深意与卖家选择
Strategic Implications of the Referral Program and Seller Choices
亚马逊的品牌引流计划既是平台开拓新流量池的举措，也是留住卖家的策略。对于卖家而言，标品更适合平台销售，而非标品或高复购品类则更适合通过独立站积累长期用户价值。无论选择哪种模式，Google推广结合社交媒体、红人营销等站外引流方式已成为跨境电商的必修课。
Amazon's referral program serves both to expand its traffic pool and retain sellers. For sellers, standardized products are more suitable for platform sales, while non-standard or high-repurchase items are better for building long-term customer value through independent stores. Regardless of the model, Google promotion combined with off-platform methods like social media and influencer marketing has become essential for cross-border e-commerce.
长期品牌建设与整合营销策略
Long-term Brand Building and Integrated Marketing Strategies
具有长远目标的出海品牌应当注重消费者体验，基于品牌认知规律构建完整的营销漏斗。在这个过程中，Google推广不仅能够带来直接流量，更能与品牌内容、社交媒体营销形成协同效应，帮助企业在亚马逊平台和独立站之间找到最佳平衡点，实现可持续的全球化增长。
Global brands with long-term vision should focus on consumer experience and build complete marketing funnels based on brand recognition principles. In this process, Google promotion not only brings direct traffic but also creates synergy with brand content and social media marketing, helping businesses find the optimal balance between Amazon and independent stores for sustainable global growth.
