亚马逊品牌引流计划：站外营销成跨境电商必修课
图片来源：图虫创意
7月15日，亚马逊推出"品牌引流奖励计划"，宣布只要品牌商从站外引流符合可追踪、订单要求等条件，将得到订单销售额10%的奖励。这一奖励直接用于抵扣卖家销售佣金。
On July 15th, Amazon launched the "Brand Referral Bonus Program", announcing that brands will receive a 10% reward on sales from qualified off-platform traffic. This reward directly offsets sellers' referral fees.
该计划推出后业内评价褒贬不一。有卖家认为这是个好机会，有卖家则认为这是让卖家花钱给亚马逊挣流量，"有这个流量我做独立站不香吗？"
The program has received mixed reviews. Some sellers see it as a great opportunity, while others view it as paying Amazon for traffic - "Why not use this traffic for my own independent store?"
亚马逊为何盯上站外流量？
Why is Amazon Focusing on Off-platform Traffic?
亚马逊关注站外引流基于两方面原因：一是亚马逊流量增长速度相对放缓，二是外部竞争加剧。数据显示，2021年1-6月亚马逊流量趋于平缓，平台直接流量占62%，搜索流量占24.72%。
Amazon's focus on off-platform traffic stems from two factors: slowing traffic growth and increasing external competition. Data shows Amazon's traffic plateaued in H1 2021, with 62% coming from direct platform visits and 24.72% from search.
赛文思营销咨询创始人Chris表示："亚马逊受到了以Shopify + Facebook + Google这样的独立站生态联盟带来的强力挑战。"2020年Shopify平台的GMV达到了近1200亿美元，增速是亚马逊的2倍。
Chris, founder of Seven Seas Marketing, stated: "Amazon faces strong challenges from the Shopify + Facebook + Google ecosystem." In 2020, Shopify's GMV reached $120 billion, growing at twice Amazon's rate.
品牌引流计划：机遇还是陷阱？
Brand Referral Program: Opportunity or Trap?
对于卖家而言，选择引流到亚马逊还是独立站需考虑多个因素：
Sellers should consider multiple factors when choosing between Amazon and independent stores:
• 标品更适合亚马逊平台：能更快获得销售和自然流量
• Standard products suit Amazon better for faster sales and organic traffic
• 非标品更适合独立站：长期用户价值更大
• Non-standard products are better for independent stores with higher long-term customer value
Chris认为："从成本上来说几乎与引流到自建独立站的成本相当。这对擅长整合营销的卖家可能是个弯道超车的机会。"
Chris noted: "The cost is almost equivalent to driving traffic to independent stores. This could be an overtaking opportunity for sellers good at integrated marketing."
跨境电商营销新趋势
New Trends in Cross-border E-commerce Marketing
无论选择亚马逊还是独立站，站外营销都将成为跨境电商卖家的"必修课"。卖家需要建立完整的营销漏斗，结合品牌营销、内容营销和效果营销。
Regardless of choosing Amazon or independent stores, off-platform marketing will become essential. Sellers need complete marketing funnels combining brand, content and performance marketing.
在流量红利衰退的背景下，跨境电商品牌化需要更长期的营销视野和更完整的营销策略。
With declining traffic dividends, cross-border brand building requires longer-term vision and more complete marketing strategies.
