Amazon UK 运营手册 | 从小白到大神

[{"title":"第一章:Amazon UK 零基础入门全指南","sections":[{"id":"ch1-s1","title":"1.1 读者路线图:3 阶段从 £0 到月销 £25K","kr":"1.1 Your Roadmap: 3 Phases from £0 to £25K/Month"},{"id":"ch1-s2","title":"1.2 Amazon UK 大盘速读","kr":"1.2 Amazon UK Market Snapshot"},{"id":"ch1-s3","title":"1.3 你必须理解的 3 个 Amazon UK 算法底层","kr":"1.3 3 Core Algorithms Behind Amazon UK"},{"id":"ch1-s4","title":"1.4 第一周:Seller Central UK 注册 SOP","kr":"1.4 Week 1: Seller Central UK Registration SOP"},{"id":"ch1-s5","title":"1.5 第一个月:从 0 到首单 SOP","kr":"1.5 Month 1: From Zero to First Order SOP"},{"id":"ch1-s6","title":"1.6 UK 选品 4 个淘汰标准","kr":"1.6 UK Product Selection: 4 Elimination Criteria"},{"id":"ch1-s7","title":"1.7 新手 10 大致命错误(UK 专版)","kr":"1.7 Top 10 Fatal Mistakes for UK Beginners"},{"id":"ch1-s8","title":"1.8 UK 特有 5 个差异化 — 以及你该怎么应对","kr":"1.8 5 UK-Specific Differences & How to Handle Each"},{"id":"ch1-s9","title":"1.9 冷启动 3 个月 KPI 路线图","kr":"1.9 Cold Start 3-Month KPI Roadmap"},{"id":"ch1-s10","title":"1.10 本书使用手册 — 卡在哪就去哪章","kr":"1.10 How to Use This Book"},{"id":"ch1-s11","title":"1.11 2026 年 Amazon UK 正在发生的 4 件大事","kr":"1.11 4 Big Changes in Amazon UK 2026"},{"id":"ch1-s12","title":"1.12 本章 10 个行动点","kr":"1.12 10 Action Items from This Chapter"}]},{"title":"第二章:Amazon UK 生态体系详解","sections":[{"id":"ch2-s1","title":"2.0 生态利用 3 阶段路径 + 本章 KPI","kr":"2.0 Ecosystem 3-Phase Roadmap + Chapter KPIs"},{"id":"ch2-s2","title":"2.1 Amazon UK 生态矩阵全景(对照 US 独有/缺失)","kr":"2.1 Amazon UK Ecosystem Matrix vs US"},{"id":"ch2-s3","title":"2.2 Prime UK 完整权益(Premier League + Prime Video)","kr":"2.2 Prime UK Full Benefits"},{"id":"ch2-s4","title":"2.3 Amazon Fresh UK 有限覆盖(伦敦 + 曼彻斯特)","kr":"2.3 Amazon Fresh UK Limited Coverage"},{"id":"ch2-s5","title":"2.4 Alexa UK + Echo + 英式语音购物","kr":"2.4 Alexa UK & Echo Devices Ecosystem"},{"id":"ch2-s6","title":"2.5 Amazon Business UK £160 亿 + VAT 免税购买","kr":"2.5 Amazon Business UK £16B + VAT Exemption"},{"id":"ch2-s7","title":"2.6 Amazon Haul UK 2025 试点(对标 Temu UK)","kr":"2.6 Amazon Haul UK Low-Price Battleground"},{"id":"ch2-s8","title":"2.7 Amazon Locker + Click & Collect 全英 6,200+ 取货点","kr":"2.7 Amazon Locker + Click & Collect"},{"id":"ch2-s9","title":"2.8 生态协同:Prime + 英式广告 + Business 共振","kr":"2.8 Ecosystem Synergy: Prime + Ads + Business"},{"id":"ch2-s10","title":"2.9 本章速查 + 踩坑汇总","kr":"2.9 Chapter Summary & Pitfalls"}]},{"title":"第三章:Seller Central 后台完整指南 (UK)","sections":[{"id":"ch3-s1","title":"3.1 Seller Central UK 首页概览(Home Dashboard)","kr":"3.1 Seller Central UK Home Dashboard"},{"id":"ch3-s2","title":"3.2 卖家计划:Individual vs Professional(英国定价)","kr":"3.2 Seller Plans: Individual vs Professional (UK Pricing)"},{"id":"ch3-s3","title":"3.3 Catalog / Inventory + Pan-EU Inventory 开关","kr":"3.3 Catalog / Inventory + Pan-EU Toggle"},{"id":"ch3-s4","title":"3.4 Orders / Payments(GBP · 14 天回款周期)","kr":"3.4 Orders & Payments (GBP · 14-Day Cycle)"},{"id":"ch3-s5","title":"3.5 Advertising / Brand Registry UK 入口","kr":"3.5 Advertising & Brand Registry UK"},{"id":"ch3-s6","title":"3.6 Performance / Account Health 账户健康","kr":"3.6 Performance & Account Health"},{"id":"ch3-s7","title":"3.7 VAT Services + HMRC 季度申报","kr":"3.7 VAT Services & HMRC Quarterly Returns"},{"id":"ch3-s8","title":"3.8 EORI + Brexit 税务设置","kr":"3.8 EORI & Post-Brexit Tax Setup"},{"id":"ch3-s9","title":"3.9 本章速查:Seller Central UK 核心要点","kr":"3.9 Key Takeaways (UK)"}]},{"title":"第四章:中国卖家入驻 Amazon UK 完整攻略(Global Selling / HK / UK LTD)","sections":[{"id":"ch4-s1","title":"4.1 3 条入驻路径对比(Global Selling / HK Ltd / UK LTD)","kr":"4.1 3 Onboarding Paths Overview"},{"id":"ch4-s2","title":"4.2 UK Limited Company 注册完整 SOP(Companies House £12)","kr":"4.2 UK Ltd Registration via Companies House"},{"id":"ch4-s3","title":"4.3 Global Selling 注册 Amazon.co.uk 完整步骤","kr":"4.3 Amazon.co.uk via Global Selling Registration"},{"id":"ch4-s4","title":"4.4 KYC 资料清单 + 英国地址证明(Utility Bill)","kr":"4.4 KYC Documents & Address Proof"},{"id":"ch4-s5","title":"4.5 视频验证(Video Verification)应对策略","kr":"4.5 Video Verification Strategy"},{"id":"ch4-s6","title":"4.6 UK VAT 注册 + MTD(Making Tax Digital)软件要求","kr":"4.6 UK VAT Registration & MTD Compliance"},{"id":"ch4-s7","title":"4.7 EORI 号申请(GB+VAT 号格式)","kr":"4.7 EORI Number Application"},{"id":"ch4-s8","title":"4.8 GBP 收款账户选型(WorldFirst / Wise / ACC / Payoneer)","kr":"4.8 GBP Payment Account Selection"},{"id":"ch4-s9","title":"4.9 HMRC 季度 VAT 返税 + 利润税(Corporation Tax)","kr":"4.9 HMRC Quarterly VAT Returns & Profit Tax"}]},{"title":"第五章:Listing & 英式本土化","sections":[{"id":"ch5-s1","title":"5.0 7 天 SOP 写爆款 Listing + 3 阶段路径 + KPI","kr":"5.0 7-Day SOP to Build a Top Listing + 3-Phase + KPIs"},{"id":"ch5-s2","title":"5.1 Listing PDP 结构(英式元素)","kr":"5.1 PDP Anatomy with UK Elements"},{"id":"ch5-s3","title":"5.2 标题优化(200 字符 + 英式拼写 + 公制)","kr":"5.2 Title Optimisation"},{"id":"ch5-s4","title":"5.3 图片规范(2000×2000 白底 + 英式家居场景)","kr":"5.3 Image Specs with UK Lifestyle"},{"id":"ch5-s5","title":"5.4 Bullet Points 5 条(英式 Benefit-first)","kr":"5.4 Bullets UK Benefit-first"},{"id":"ch5-s6","title":"5.5 A+ Content + Brand Story(英式品牌调性)","kr":"5.5 A+ Content with UK Brand Tone"},{"id":"ch5-s7","title":"5.6 后台关键词(250 bytes × 5)","kr":"5.6 Backend Keywords 250 bytes × 5"},{"id":"ch5-s8","title":"5.7 类目审批(Gated Categories / MHRA/FSA/OPSS)","kr":"5.7 Gated Categories UK"},{"id":"ch5-s9","title":"5.8 UKCA 标记 + 产品合规元素(电子/儿童)","kr":"5.8 UKCA Marking & Compliance"}]},{"title":"第六章:定价 & Amazon UK 抽成体系(Referral Fee + FBA UK + VAT 20%)","sections":[{"id":"ch6-s1","title":"6.0 UK 定价 3 阶段路径 + 算法因子 + SOP + KPI","kr":"6.0 UK Pricing 3-Phase Path + Algorithm Factors + SOP + KPIs"},{"id":"ch6-s2","title":"6.1 Amazon UK 费用体系全景(与 US 对比)","kr":"6.1 UK Fee Structure Overview vs US"},{"id":"ch6-s3","title":"6.2 Referral Fee 品类佣金率表(Amazon UK 完整版)","kr":"6.2 UK Referral Fee by Category (Full Table GBP)"},{"id":"ch6-s4","title":"6.3 FBA UK 履约费 2024 细目(比 US 便宜 30-40%)","kr":"6.3 FBA UK Fulfillment Fee 2024"},{"id":"ch6-s5","title":"6.4 存储费 + 旺季翻 2.5 倍 + Long-term Storage AIS","kr":"6.4 Storage + Q4 Surge + AIS"},{"id":"ch6-s6","title":"6.5 VAT 20% 税率 & Amazon Marketplace Facilitator 自动代缴","kr":"6.5 UK VAT 20% & Marketplace Facilitator"},{"id":"ch6-s7","title":"6.6 Pan-EU 库存池 & VAT 各国独立申报陷阱","kr":"6.6 Pan-EU Pool & Multi-Country VAT"},{"id":"ch6-s8","title":"6.7 Inbound Placement Service Fee(2024 UK 新政)","kr":"6.7 UK Inbound Placement Service Fee"},{"id":"ch6-s9","title":"6.8 Buy Box 定价原理 + Automated Pricing(含税价锚定)","kr":"6.8 Buy Box Pricing & Automated Pricing"},{"id":"ch6-s10","title":"6.9 实战利润拆解:£29.99 家居品 UK vs $37.5 US 对比","kr":"6.9 Real Math: UK £29.99 vs US $37.5 Home Goods"},{"id":"ch6-s11","title":"6.10 本章速查 + UK 定价 10 大踩坑","kr":"6.10 Chapter Summary & UK Pitfalls"}]},{"title":"第七章:FBA UK 仓实战 + Pan-EU / EFN 跨境履约(Amazon UK 最核心一章)","sections":[{"id":"ch7-s1","title":"7.1 UK FBA 20+ 仓网全景(苏格兰 / 英格兰中部 / 伦敦圈 3 大区)","kr":"7.1 20+ FBA UK Warehouses"},{"id":"ch7-s2","title":"7.2 FBA UK 完整工作流(入库→存储→包装→发货→退货→结算 8 步)","kr":"7.2 FBA UK Full Workflow"},{"id":"ch7-s3","title":"7.3 Send-to-Amazon UK(STA)入库流程实操","kr":"7.3 Send-to-Amazon UK Workflow"},{"id":"ch7-s4","title":"7.4 FBA UK 尺寸分级 & 包装合规(Poly bag / FNSKU / 窒息警告)","kr":"7.4 UK Size Tiers & Prep"},{"id":"ch7-s5","title":"7.5 中英头程(Felixstowe 海运 + Southampton / LHR 空运)","kr":"7.5 China → UK Freight"},{"id":"ch7-s6","title":"7.6 HMRC / CDS 清关 + PVA 延期 VAT 实操","kr":"7.6 HMRC / CDS Clearance + PVA"},{"id":"ch7-s7","title":"7.7 Pan-EU vs EFN vs UK-only 3 路径决策(Brexit 后)","kr":"7.7 Pan-EU vs EFN vs UK-only"},{"id":"ch7-s8","title":"7.8 Brexit 后 UK Pool 库存池(2021/1 起独立)","kr":"7.8 UK Pool Post-Brexit"},{"id":"ch7-s9","title":"7.9 IPI UK 库存绩效指数 + 存储限额","kr":"7.9 UK IPI & Storage Limits"},{"id":"ch7-s10","title":"7.10 FBA UK 退货 / 移除 / 销毁决策(省钱关键)","kr":"7.10 UK Return / Removal / Disposal"},{"id":"ch7-s11","title":"7.11 FBA UK vs FBM UK 决策矩阵 & 本章速查","kr":"7.11 FBA UK vs FBM UK & Cheat Sheet"}]},{"title":"第八章:FBM 自发货模式 + Seller Fulfilled Prime UK","sections":[{"id":"ch8-s1","title":"8.1 FBM vs FBA UK 决策矩阵","kr":"8.1 FBM vs FBA UK Decision Matrix"},{"id":"ch8-s2","title":"8.2 Seller Fulfilled Prime UK 2023 重开(99% 邮编 2-day 覆盖)","kr":"8.2 SFP UK Relaunch 2023"},{"id":"ch8-s3","title":"8.3 英国承运商选型(Royal Mail / Evri / DPD / Yodel / Amazon Shipping UK)","kr":"8.3 UK Carriers Selection"},{"id":"ch8-s4","title":"8.4 Shipping Template UK(伦敦 Zone 1-2 vs 北苏格兰高地)","kr":"8.4 Shipping Template UK"},{"id":"ch8-s5","title":"8.5 订单履约全流程(英国仓工作日)","kr":"8.5 Order Fulfillment Workflow UK"},{"id":"ch8-s6","title":"8.6 退货处理 + Amazon Returns UK","kr":"8.6 Returns & Amazon Returns UK"},{"id":"ch8-s7","title":"8.7 FBM UK 实战场景(重货 / 定制 / 冷链)","kr":"8.7 FBM UK Real-World Playbooks"}]},{"title":"第九章:中英头程 + HMRC/CDS 清关实战(Amazon UK 物流核心)","sections":[{"id":"ch9-s1","title":"9.1 中英头程 4 种方式对比(海运 / 空运 / 快递 / 混合)","kr":"9.1 4 China-UK First Mile Modes"},{"id":"ch9-s2","title":"9.2 英国主要港口 & 机场 + FC 分布","kr":"9.2 UK Main Ports/Airports & FC Distribution"},{"id":"ch9-s3","title":"9.3 HMRC / CDS 清关流程(2022 新系统取代 CHIEF)","kr":"9.3 HMRC CDS Customs Flow"},{"id":"ch9-s4","title":"9.4 PVA 递延 VAT(VAT 注册卖家现金流神器)","kr":"9.4 PVA Postponed VAT Accounting"},{"id":"ch9-s5","title":"9.5 英国 MFN 关税表(12 大品类 + Commodity Code)","kr":"9.5 UK MFN Tariff Rates on China Goods"},{"id":"ch9-s6","title":"9.6 EORI 号(GB + VAT + 000)申请 SOP","kr":"9.6 EORI Number Application"},{"id":"ch9-s7","title":"9.7 北爱尔兰协议(NI Protocol)特殊清关与税务","kr":"9.7 Northern Ireland Protocol"},{"id":"ch9-s8","title":"9.8 头程成本实算:1,000 件 £50 品到 Amazon UK FC 全费用拆解","kr":"9.8 Real Cost: 1,000 Units to UK FC"}]},{"title":"第十章:订单管理 & 客服(英式沟通 + Q&A 文化)","sections":[{"id":"ch10-s1","title":"10.1 Amazon UK 订单生命周期 & 英国指标","kr":"10.1 Order Lifecycle & UK Metrics"},{"id":"ch10-s2","title":"10.2 Buyer-Seller Messages 英式客服模板(British Politeness)","kr":"10.2 BSM British English Templates"},{"id":"ch10-s3","title":"10.3 A-to-Z Guarantee Claims + CRA 强退货答辩","kr":"10.3 A-to-Z Claims + Consumer Rights Act"},{"id":"ch10-s4","title":"10.4 退货退款政策(30 天 CRA 法定 + Q4 延长 60 天)","kr":"10.4 Returns & Refunds (CRA + Q4 Extended)"},{"id":"ch10-s5","title":"10.5 差评(Negative Feedback)处理 3 种可移除情形","kr":"10.5 Negative Feedback Removal"},{"id":"ch10-s6","title":"10.6 Voice of Customer (VOC) UK Dashboard 解读","kr":"10.6 VOC UK Dashboard"},{"id":"ch10-s7","title":"10.7 Q&A 板块:英国消费者文化(答 Q 比主动 Review 更重要)","kr":"10.7 Q&A Section: UK Consumer Culture"}]},{"title":"第十一章:Amazon UK Advertising 完整实战","sections":[{"id":"ch11-s1","title":"11.0 UK 广告 3 阶段路径 + 算法因子 + SOP + KPI","kr":"11.0 UK Ads 3-Phase Path + Algorithm Factors + SOP + KPIs"},{"id":"ch11-s2","title":"11.1 Amazon UK 广告产品线全景(SP/SB/SD/DSP/Sponsored TV)","kr":"11.1 Amazon UK Ads Product Line Overview"},{"id":"ch11-s3","title":"11.2 Sponsored Products UK 完整实战(Auto/Manual/Keyword/PAT)","kr":"11.2 SP UK Full Playbook"},{"id":"ch11-s4","title":"11.3 Sponsored Brands UK + SBV(英式创意)","kr":"11.3 Sponsored Brands UK + Video"},{"id":"ch11-s5","title":"11.4 Sponsored Display UK 展示广告(Audience + Product)","kr":"11.4 SD UK — Audience + Product"},{"id":"ch11-s6","title":"11.5 DSP UK 程序化广告(£10K/月门槛)","kr":"11.5 DSP UK — Programmatic Ads"},{"id":"ch11-s7","title":"11.6 ACOS / TACOS / ROAS 英国基准","kr":"11.6 ACOS / TACOS / ROAS UK Benchmarks"},{"id":"ch11-s8","title":"11.7 广告架构 + 英式关键词特殊(trainers / jumper)","kr":"11.7 Ad Structure + UK English Keywords"},{"id":"ch11-s9","title":"11.8 新品冷启动 + Boxing Day 特殊投放","kr":"11.8 New ASIN Launch + Boxing Day Strategy"},{"id":"ch11-s10","title":"11.9 Amazon Marketing Cloud UK (AMC) 归因进阶","kr":"11.9 AMC UK — Advanced Attribution"}]},{"title":"第十二章:英国大促实战:Prime Day / Black Friday / Boxing Day / January Sales","sections":[{"id":"ch12-s1","title":"12.1 英国大促日历(Prime Day / BDD / BF / Boxing Day / January Sales)","kr":"12.1 UK Sales Calendar"},{"id":"ch12-s2","title":"12.2 Prime Day UK 深度解读(£4B+ 英国第二大站点)","kr":"12.2 Prime Day UK Deep Dive"},{"id":"ch12-s3","title":"12.3 Black Friday / Cyber Monday 英国冲刺指南","kr":"12.3 UK BF & Cyber Monday Sprint Guide"},{"id":"ch12-s4","title":"12.4 ★ Boxing Day(12/26)英国文化符号","kr":"12.4 ★ Boxing Day — UK Cultural Icon"},{"id":"ch12-s5","title":"12.5 Boxing Week + January Sales 黄金 3 周(英国独有)","kr":"12.5 Boxing Week + January Sales"},{"id":"ch12-s6","title":"12.6 Deal 类型对比(Lightning / Best Deal / PED / Coupon)","kr":"12.6 Deal Types Comparison"},{"id":"ch12-s7","title":"12.7 Deal 资格 + 定价规则(英国 30 天均价 + CMA 合规)","kr":"12.7 UK Deal Eligibility & Pricing"},{"id":"ch12-s8","title":"12.8 大促 90 天筹备时间轴(英国版)","kr":"12.8 90-Day Preparation Timeline"},{"id":"ch12-s9","title":"12.9 大促广告策略 + UKCA 合规细节","kr":"12.9 Ads Strategy + UKCA Compliance"}]},{"title":"第十三章:Buy Box & 搜索 SEO & A9/COSMO/Rufus UK","sections":[{"id":"ch13-s1","title":"13.0 UK SEO 3 阶段路径 + 算法因子 + SOP + KPI","kr":"13.0 UK SEO 3-Phase Path + Algorithm Factors + SOP + KPIs"},{"id":"ch13-s2","title":"13.1 A9 + COSMO + Rufus UK 三引擎算法(英国数据池独立)","kr":"13.1 A9 + COSMO + Rufus UK Algorithms (Independent UK Data Pool)"},{"id":"ch13-s3","title":"13.2 Buy Box UK(Featured Offer · 价格权重 50%)","kr":"13.2 Buy Box UK (Featured Offer · Price Weight ~50%)"},{"id":"ch13-s4","title":"13.3 Rufus AI UK 2024 GA · Listing 新规则","kr":"13.3 Rufus AI UK 2024 GA · New Listing Rules"},{"id":"ch13-s5","title":"13.4 关键词研究工具(Helium 10 UK 数据支持)","kr":"13.4 Keyword Research Tools (with Helium 10 UK Data)"},{"id":"ch13-s6","title":"13.5 英式拼写 / 词汇 SEO(trainers / jumper / biscuit)","kr":"13.5 British Spelling & Vocabulary SEO"},{"id":"ch13-s7","title":"13.6 销量-转化-评价 三角飞轮 UK","kr":"13.6 UK Sales-Conversion-Review Flywheel"},{"id":"ch13-s8","title":"13.7 外部引流(Google UK / Instagram / Reddit)+ Brand Referral Bonus 10%","kr":"13.7 External Traffic (Google UK / Instagram / Reddit UK) + BRB 10%"},{"id":"ch13-s9","title":"13.8 A+ Content + Brand Story(英国消费者对品牌故事敏感)","kr":"13.8 A+ Content + Brand Story (UK Consumers Value Brand Heritage)"},{"id":"ch13-s10","title":"13.9 本章小结:UK 站 SEO + Buy Box 总 Checklist","kr":"13.9 Chapter Summary: UK SEO + Buy Box Checklist"}]},{"title":"第十四章:Brand Analytics & 数据分析 (Amazon UK)","sections":[{"id":"ch14-s1","title":"14.1 数据驱动 UK 运营的重要性","kr":"14.1 Why Data-Driven Amazon UK Ops Matter"},{"id":"ch14-s2","title":"14.2 Brand Analytics UK 6 大报告详解","kr":"14.2 Brand Analytics UK 6 Reports"},{"id":"ch14-s3","title":"14.3 Search Query Performance (SQP) UK 新指标","kr":"14.3 Search Query Performance UK"},{"id":"ch14-s4","title":"14.4 Opportunity Explorer UK 发现蓝海","kr":"14.4 Opportunity Explorer UK"},{"id":"ch14-s5","title":"14.5 Business Reports + Advertising Reports UK","kr":"14.5 Business + Ads Reports UK"},{"id":"ch14-s6","title":"14.6 Amazon Marketing Cloud UK(£100K 门槛 + GDPR UK 合规)","kr":"14.6 AMC UK"},{"id":"ch14-s7","title":"14.7 第三方数据工具 UK 选型(Helium 10 UK / Keepa UK)","kr":"14.7 3rd-Party Tools UK"}]},{"title":"第十五章:英国爆品选品方法论","sections":[{"id":"ch15-s1","title":"15.0 UK 选品 3 阶段路径 + 算法因子 + SOP + KPI","kr":"15.0 UK Product Selection 3-Phase Path + Algorithm Factors + SOP + KPIs"},{"id":"ch15-s2","title":"15.1 英国消费者画像(绅士 + 品质 + 环保)","kr":"15.1 UK Consumer Profile (Gentleman + Quality + Sustainability)"},{"id":"ch15-s3","title":"15.2 选品数据工具(Helium 10 UK / Jungle Scout UK)","kr":"15.2 Data Tools: Helium 10 UK vs Jungle Scout UK"},{"id":"ch15-s4","title":"15.3 适合中国卖家的 5 大类目(Home / Pet / Garden / Baby / Beauty)","kr":"15.3 Top 5 Categories for China Sellers"},{"id":"ch15-s5","title":"15.4 规避红海品类 & 高 IP 风险品类","kr":"15.4 Red Ocean & High IP-Risk Categories"},{"id":"ch15-s6","title":"15.5 蓝海判断 5 维度打分法","kr":"15.5 Blue Ocean 5-Dimension Scoring"},{"id":"ch15-s7","title":"15.6 价格带分析(£25-£80 黄金区间)","kr":"15.6 Price Band Analysis (£25-£80 Sweet Spot)"},{"id":"ch15-s8","title":"15.7 英国季节性日历(Garden / BBQ / Bonfire Night / Boxing Day)","kr":"15.7 UK Seasonal Calendar"},{"id":"ch15-s9","title":"15.8 1688 + 阿里国际站选品 + 工厂直采","kr":"15.8 1688 + Alibaba + Direct Factory"},{"id":"ch15-s10","title":"15.9 4 个成功 + 1 个失败案例(厨房 / 宠物 / 花园 / 美妆 + 婴儿失败)","kr":"15.9 UK Success Case Studies + 1 Failure"}]},{"title":"第十六章:中国卖家跨境 Amazon UK 完整攻略","sections":[{"id":"ch16-s1","title":"16.1 跨境 UK 3 条路径对比(Global Selling / HK Ltd / UK Ltd)","kr":"16.1 Three Cross-Border Paths to UK"},{"id":"ch16-s2","title":"16.2 UK Ltd 注册 £12 完整 SOP(Companies House 在线 24h)","kr":"16.2 UK Ltd Registration SOP"},{"id":"ch16-s3","title":"16.3 中英头程运费实算(Felixstowe 海运 + LHR 空运)","kr":"16.3 China → UK Freight"},{"id":"ch16-s4","title":"16.4 HMRC / CDS 清关 + GB EORI 申请","kr":"16.4 HMRC CDS Clearance + EORI"},{"id":"ch16-s5","title":"16.5 VAT £90K 门槛 + MTD 软件申报","kr":"16.5 VAT £90K Threshold + Making Tax Digital"},{"id":"ch16-s6","title":"16.6 PVA 延期 VAT(Postponed VAT Accounting,现金流救星)","kr":"16.6 PVA Postponed VAT Accounting"},{"id":"ch16-s7","title":"16.7 英国关税 MFN(UKGT)查询 + 中国货税率","kr":"16.7 UK Global Tariff MFN Rates"},{"id":"ch16-s8","title":"16.8 GBP 收款账户布局(Wise / WorldFirst / Starling)","kr":"16.8 GBP Receiving Stack"},{"id":"ch16-s9","title":"16.9 UKIPO £170 商标 + Amazon Brand Registry","kr":"16.9 UKIPO Trademark + Brand Registry"},{"id":"ch16-s10","title":"16.10 北爱尔兰协议 NI Protocol 特殊税区","kr":"16.10 Northern Ireland Protocol"},{"id":"ch16-s11","title":"本章关键要点","kr":"Chapter Key Takeaways"}]},{"title":"第十七章:英国合规:UKCA / FCA / OPSS / MHRA / FSA","sections":[{"id":"ch17-s1","title":"17.1 英国合规总览(按品类 + 监管机构对照)","kr":"17.1 UK Compliance Overview by Category"},{"id":"ch17-s2","title":"17.2 UKCA 标记(2025 强制,替代 CE)","kr":"17.2 UKCA Marking (2025 mandatory, replaces CE)"},{"id":"ch17-s3","title":"17.3 OPSS 产品安全 + GPSR(一般产品安全法)","kr":"17.3 OPSS Product Safety + GPSR"},{"id":"ch17-s4","title":"17.4 CPC 儿童产品(≤14 岁,比美国更严)","kr":"17.4 UK Children's Products (≤14 yrs, stricter than US)"},{"id":"ch17-s5","title":"17.5 MHRA 医疗器械 / 药品 / 部分化妆品","kr":"17.5 MHRA Medical Device / Pharma / Cosmetic"},{"id":"ch17-s6","title":"17.6 FSA 食品 / 补充剂 / 标签","kr":"17.6 FSA Food / Supplement / Labelling"},{"id":"ch17-s7","title":"17.7 FCA + CMA + CRA 2015 消费者权益","kr":"17.7 FCA + CMA + CRA 2015 Consumer Rights"},{"id":"ch17-s8","title":"17.8 UKIPO 商标 £170 + Brand Registry UK","kr":"17.8 UKIPO Trademark £170 + Amazon Brand Registry UK"}]},{"title":"第十八章:UK 风险管理:跟卖 / 差评 / 封号 / HMRC 审计","sections":[{"id":"ch18-s1","title":"18.0 UK 风险管理 3 阶段路径 + 算法因子 + SOP + KPI","kr":"18.0 UK Risk Management 3-Phase Path + Algorithm Factors + SOP + KPIs"},{"id":"ch18-s2","title":"18.1 Amazon UK 风险全景 + 账户健康评分(AHR)","kr":"18.1 UK Risk Overview + Account Health Rating"},{"id":"ch18-s3","title":"18.2 UK 跟卖攻击防御(Brand Registry UK + Transparency)","kr":"18.2 UK Hijacking Defense"},{"id":"ch18-s4","title":"18.3 UK 差评处理 + CMA 2023 反假评新规","kr":"18.3 UK Review Management + CMA"},{"id":"ch18-s5","title":"18.4 UK Review Manipulation 红线(Amazon + CMA 联合打击)","kr":"18.4 UK Review Manipulation Red Lines"},{"id":"ch18-s6","title":"18.5 UK 封号触发点 + POA 申诉模板","kr":"18.5 UK Suspension + POA Template"},{"id":"ch18-s7","title":"18.6 IPEC 英国知识产权小型法院 + UK 律所生态","kr":"18.6 UK IPEC & Law Firms"},{"id":"ch18-s8","title":"18.7 HMRC VAT 审计(4 年回溯 + 30% 罚金 + 利息)","kr":"18.7 HMRC VAT Audit"},{"id":"ch18-s9","title":"18.8 Amazon UK 灰色测评生态(VP 刷评 / BSR 冲榜 / 关键词代刷)服务商深度测评","kr":"18.8 Amazon UK Gray Review Ecosystem: VP Reviews / BSR Manipulation / Keyword Ranking"}]},{"title":"第十九章:进阶运营 & Brand Registry UK + A+ + 多渠道","sections":[{"id":"ch19-s1","title":"19.1 Brand Registry UK(UKIPO £170 商标申请)","kr":"19.1 Brand Registry UK Application"},{"id":"ch19-s2","title":"19.2 A+ Content Premium(Basic 免费 7 模块 + Premium 达标免费)","kr":"19.2 A+ Content Premium UK"},{"id":"ch19-s3","title":"19.3 Amazon Stores 英式旗舰店设计","kr":"19.3 Amazon Stores UK Design"},{"id":"ch19-s4","title":"19.4 Amazon Posts + Influencer UK 社交电商化","kr":"19.4 Posts + Influencer UK"},{"id":"ch19-s5","title":"19.5 Subscribe & Save + Renewed + Climate Pledge Friendly UK","kr":"19.5 SAS / Renewed / CPF UK"},{"id":"ch19-s6","title":"19.6 Vine UK 实战(£100/ASIN,启动期必用)","kr":"19.6 Vine UK Review Program"},{"id":"ch19-s7","title":"19.7 Amazon Live UK + Brand Referral Bonus 10% 返佣","kr":"19.7 Amazon Live UK + BRB"},{"id":"ch19-s8","title":"19.8 MCF UK + Buy with Prime UK(2024 Q4 试点)","kr":"19.8 MCF UK + Buy with Prime UK"}]},{"title":"第二十章:2025-2026 Amazon UK 战略 & 新趋势","sections":[{"id":"ch20-s1","title":"20.0 UK 2025-2026 战略 3 阶段路径 + 算法因子 + SOP + KPI","kr":"20.0 UK 2025-2026 Strategy 3-Phase Path + Algorithm Factors + SOP + KPIs"},{"id":"ch20-s2","title":"20.1 Rufus AI UK(2024 GA · Listing 新规则)","kr":"20.1 Rufus AI UK (2024 GA · New Listing Rules)"},{"id":"ch20-s3","title":"20.2 COSMO UK 语义搜索","kr":"20.2 COSMO UK Semantic Search"},{"id":"ch20-s4","title":"20.3 Buy with Prime UK 2024 Q4 试点","kr":"20.3 Buy with Prime UK 2024 Q4 Pilot"},{"id":"ch20-s5","title":"20.4 Amazon Haul UK 2025 试点(vs Temu / Shein)","kr":"20.4 Amazon Haul UK 2025 Pilot (vs Temu / Shein)"},{"id":"ch20-s6","title":"20.5 UKCA 2025 全面强制(替代 CE)","kr":"20.5 UKCA Mandatory from 2025 (Replacing CE)"},{"id":"ch20-s7","title":"20.6 HMRC MTD Phase 2 · 2025 全 VAT 强制数字化","kr":"20.6 HMRC MTD Phase 2 · Full VAT Digital from 2025"},{"id":"ch20-s8","title":"20.7 Boxing Day 2025 预计 GMV £1.5B","kr":"20.7 Boxing Day 2025 Projected GMV £1.5B"},{"id":"ch20-s9","title":"20.8 TikTok Shop UK 竞争 + 卖家布局","kr":"20.8 TikTok Shop UK Competition + Seller Strategy"}]},{"title":"第二十一章:Amazon UK 20 条肺腑之言","sections":[{"id":"ch21-s1","title":"选品 4 条","kr":"Product Selection (4 Rules)"},{"id":"ch21-s2","title":"运营 5 条","kr":"Operations (5 Rules)"},{"id":"ch21-s3","title":"广告 4 条","kr":"Advertising (4 Rules)"},{"id":"ch21-s4","title":"合规 4 条","kr":"Compliance (4 Rules)"},{"id":"ch21-s5","title":"心态 3 条","kr":"Mindset (3 Rules)"}]},{"title":"附录","sections":[{"id":"ch22-s1","title":"附录 A:Amazon UK 运营核心英文术语表(100+)","kr":"Appendix A: 100+ UK Operation Terms"},{"id":"ch22-s2","title":"附录 B:Seller Central UK 菜单完整中英对照","kr":"Appendix B: Seller Central UK Full Menu Map"},{"id":"ch22-s3","title":"附录 C:常用网址 + 工具 + 链接汇总","kr":"Appendix C: URLs, Tools & Links"},{"id":"ch22-s4","title":"附录 D:Amazon UK 运营检查清单(6 大模块)","kr":"Appendix D: UK Ops Checklists"},{"id":"ch22-s5","title":"附录 E:Amazon UK 费用速算参考表(GBP)","kr":"Appendix E: UK Fee Quick Reference (GBP)"},{"id":"ch22-s6","title":"附录 F:A+ Content 模块库 + 推荐组合","kr":"Appendix F: A+ Content Modules"},{"id":"ch22-s7","title":"附录 G:UK 广告效果基准值参考(按品类)","kr":"Appendix G: UK Ad Benchmarks by Category"},{"id":"ch22-s8","title":"附录 H:推荐学习资源 + 社区(UK)","kr":"Appendix H: UK Learning Resources & Communities"},{"id":"ch22-s9","title":"附录 I:英国时区 + 节假日 + Boxing Day","kr":"Appendix I: UK Time Zones & Holidays"},{"id":"ch22-s10","title":"附录 J:常见错误代码 + 解决方案(UK 专属)","kr":"Appendix J: UK Error Codes & Solutions"},{"id":"ch22-s11","title":"附录 K:紧急联系路径 + 支持通道(UK)","kr":"Appendix K: UK Urgent Contact Paths"},{"id":"ch22-s12","title":"附录 L:5 年 UK 运营目标模板(Year 1 £50K → Year 5 £3M)","kr":"Appendix L: 5-Year UK Goal Template"}]}]

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20 章 220+ 小节 FBA + Brand Registry

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