Attention Amazon Sellers! 5-Step Guide to Safely Transform Your Independent Site to Avoid the Latest 2024 Blocking Trap!

就用了這三招，智能家居品牌「雲居科技」從亞馬遜轉型到獨立站，業績不降反增30%！但在此之前，他們卻因為不了解平台規則，觸犯亞馬遜政策導致帳號被凍結30天，損失超500萬。

「我們不知道連包裝盒裡放官網卡片都會違規！」創始人李總事後懊悔地說。對台灣跨境賣家和品牌經營者來說，從亞馬遜轉戰獨立站是降低平台依賴的必經之路，但這條路上佈滿了看不見的紅線。

本文將結合亞馬遜2024年最新政策，揭秘合規導流、數據合規遷移、庫存過渡等5步轉型獨立站的完整方案，附案例參考！

Amazon transforms the red line: these behaviors directly blocked

Absolutely Prohibited Behavior (new policy in 2024)

• Any kind of auto jump: 301 redirect, JS jump, meta refresh, etc.
• Place external links on product detail pages, inboxes, QA areas, etc.
• Use of misleading terms such as "lower price on the official website" and "scan QR code to get extra gifts".

效果相當亮眼的是，即使在這麼嚴格的限制下，仍有品牌找到了合規導流的方法。

What methods does Amazon allow to channel traffic to independent websites?

Step 1: Build a Compliant Flow Bridge

• Amazon Brand Flagship Store: Add "Learn More" button → Jump to independent site (conversion rate about 0.8%-1.2%)
• Amazon Vine Program: Using Raters to Guide Fans to Search for Brand Terms

案例：某廚電品牌通過品牌旗艦店+站外紅人測評，6個月將獨立站流量佔比從5%提升至35%！

Step 2: Guide to avoiding the pitfalls of data relocation

The data that is allowed to be migrated:

• Product base information (Amazon specific fields such as ASIN need to be removed)
• User mailbox (requires authorization request via Amazon Buyer's and Seller's Messaging)

Prohibited Migration Data:

• Amazon order details (with buyer's address/contact info)
• Product Review

Recommended tools: Sellbrite (compliant synchronized inventory), Odoo ERP (neutral database to store cleaned data)

Step 3-5: Inventory Transition, SEO Weight Transfer and Dual Site Parallelism

不是所有品牌都用得起專業團隊來管理轉型過程，但有了這些策略，即使是小型跨境電商也能安全轉型：

• Inventory Management: Maintaining Amazon Inventory ≥ 120% for Independent Station Inventory
• SEO weight transfer: authoritative link building, brand word bidding protection, etc.
• Dual site parallel period: Amazon maintains the original price for the first 3 months, new customers of independent sites get 10% off on their first order.

Successful Case: Compliance Migration Path of 3 Brands

1. Beauty Brand: Increased standalone GMV share from 8% to 45% in 12 months through the Vine program, which directs fans to search for brand terms.
2. Pet Supplies: independent site launches accessory products not sold on Amazon with accessory margins of 65%
3. 3C brands: change the QR code to "Scan to check authenticity", and link to independent websites through Google merchant information.

對於跨境電商賣家來說，合規遷移就像移植大樹——切斷主根前，必須確保新根系足夠發達。您的遷移方案是否合規？填寫企業基本情況，通過驗證即贈送1小時專家咨詢！

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#亞馬遜賣家 #跨境電商 #獨立站建設 #品牌出海 #電商創業者 #合規經營 #亞馬遜全球開店