最近亚马逊官方发布了一则公告，这可在跨境圈内炸开了锅。
小翼发现很多自媒体标题党大肆渲染，不少不明真相的卖家被这负面标题影响，把大家做站外引流的激情都给浇灭了。
废话不说多，直接针对亚马逊官方公告的英文原文来逐句解析下：
文末点击【阅读全文】跳转至原文
The Amazon Seller Code of Conduct 166 requires acting fairly, and prohibits manipulating sales rank. We have recently received several seller inquiries regarding Amazon’s policy on incentives that drive customer discovery and conversion—particularly through rebates, coupons, and other marketing incentives—and are offered outside Amazon as a way of driving a purchase in our store.
这段讲亚马逊官方发出这个公告的背景，有些卖家因为站外引流的一些不合理现象咨询了亚马逊，亚马逊给出了相应回答。
We welcome and encourage coupons, discounts, deals, and other tools to lower prices for customers and drive incremental sales—but only when those incentives are part of the product offer made in our store.Amazon offers numerous programs to help you drive discovery of new products and increase sales through lower prices, and we welcome sellers advertising the same pricing and discounts off-Amazon as they offer in our store.
这里表明态度：亚马逊是肯定欢迎鼓励卖家站外引流的，否则官方的Attribution 功能就没有意义了。
据小翼了解，亚马逊内部Attribution项目组还在让各大Team积极推广这个功能。
但是这里要注意这样一句话，“只有站外促销是亚马逊站内提供的一部分”。具体怎么理解呢？
举个例子，假如你在亚马逊上面售卖A商品，同时也在自己独立站上也售卖这个商品。分两种情况：
第一种情况，商品详情页没有跳转到亚马逊站内同一商品，没有站外引流；
只要站外售卖价格不明显低于亚马逊上的，在不同平台售卖同一商品的行为是允许的。
第二种情况，商品页跳转到亚马逊站内，站外引流。
折扣率是关键，假设在亚马逊上显示的是原价，而在独立站上面折扣却显示为50%（买家在亚马逊上原价购买后返回独立站获取返佣），这样可能会被判定为引导留评/刷评（确实也有人这样做了），然后就会存在封店的危险。
下图是Facebook上站外引流的一个反面案例：
在亚马逊上显示的折扣价与外部独立站无异（假设都是30%折扣），买家可通过独立站上的折扣按钮跳转至亚马逊平台购买，这是亚马逊推荐的站外引流方式。
一句话总结就是，站外引流的折扣必须使用亚马逊站内的折扣功能，同时站外的商品定价也要与站内一致。
However, we consider it a violation of the Amazon Seller Code of Conduct if off-Amazon rebates, discounts, and other schemes are designed to drive customers to products that are listed and sold without those incentives on Amazon. These practices are potentially abusive to customers and other sellers, as they may inflate search ranking, incentivize product reviews, and generate artificial traffic and conversion behaviors.
这里亚马逊有提出违规可能导致封号的情形有哪些，简单来说，就是站内全价卖某商品，不促销、不提供折扣码，然后在站外私下提供返款，甚至要求买家配合做某些行为（刷评/留评等）操纵搜索排名，这些都是亚马逊严厉禁止的。
这样人为提升产品搜索排名是违反亚马逊卖家行为准则的，可能会被亚马逊判定为虚假或误导行为，从而导致封号。
Specifically, it is a violation of the Amazon Seller Code of Conduct to manipulate search rank to artificially boost your products’ search ranking, including through ‘two-step urls,’ ‘super urls,’ ‘funnels,’ ‘treasure hunts,’ ‘search-find-buy,’ and any other form of false or misleading behavior. A service by any name that’s intended to artificially boost search ranking or portray a discounted sale as full-price, is a violation.
明确之前流行的跳转亚马逊 listing 的做法是不行的，应该直接放置亚马逊 ASIN Listing 链接，结合 Attribution 标签也是没问题的（这是 Attribution 是主要用法）。
We would like to remind sellers that you are responsible for the actions taken by your account, even those handled through third-party service providers. Sellers who may not have understood this policy previously should end these practices immediately, as they are in violation of the Amazon Seller Code of Conduct. In addition, we continue to audit developers in our Seller Central Partner Network to ensure they are not offering abusive services, and we are removing any applications that violate these terms.
这里亚马逊有提醒卖家，即使是委托第三方服务提供商处理的操作，卖家也应对账户行为负责。
有上述违规操作的卖家应立即终止这些做法，因为这违反了亚马逊卖家行为准则。
Please see the full Seller Code of Conduct 166 within our Selling on Amazon policies. If you have any additional questions, feel free to post them here.
以上是小翼结合各方面信息，对亚马逊官方公告的解读，也希望能帮助各位卖家正确理解。
其实从亚马逊连日来的种种迹象表明，官方正在加大对违规站外推广行为的打击力度。
虽然站外推广是被亚马逊允许的渠道，但随着违规引流、刷好评的卖家数量增加，这片净土也逐渐陷入虚假好评的漩涡之中。
当然了，亚马逊还是积极鼓励大家去做站外引流的，不过一定要在规则范围内。
目前翼店的联动营销已对接到亚马逊积极推广的Attribution功能，在官方的鼎力支持下帮助卖家更加方便快捷地查看站外营销的转化指标，从而及时优化广告，提高转化率。
这个联动营销同时还可以配合一些低成本的引流方式，一方面能给自己的亚马逊店铺增加销量，另一方面还能沉淀属于自己品牌/店铺的私域流量。
成功对接了亚马逊Attribution的卖家通过这种站外引流方式（翼店的平台联动营销功能）成交的订单还可获得销售额中10%的奖金！
不仅能高效引流，还能获取品牌推荐奖金，卖家们还不冲冲冲！
扫码对接
亚马逊广告合作伙伴
翼店
3141
