Amazon US 运营手册 | 从小白到大神

[{"title":"第一章:Amazon US 全景 — 你的 0 到 $30K/月 路线图","sections":[{"id":"ch1-s1","title":"1.1 读者路线图:3 阶段带你从 $0 到月销 $30K","kr":"1.1 Reader Roadmap: 3 Stages from $0 to $30K/Month"},{"id":"ch1-s2","title":"1.2 Amazon US 大盘速读","kr":"1.2 Amazon US Market Snapshot"},{"id":"ch1-s3","title":"1.3 新手必须理解的 3 个算法底层","kr":"1.3 3 Core Algorithms Every New Seller Must Understand"},{"id":"ch1-s4","title":"1.4 第一周:Seller Central US 注册 SOP","kr":"1.4 Week 1: Seller Central US Registration SOP"},{"id":"ch1-s5","title":"1.5 第一月:0 到首单 SOP(Week 1-4)","kr":"1.5 Month 1: From Zero to First Order SOP (Week 1-4)"},{"id":"ch1-s6","title":"1.6 US 选品 4 淘汰标准(毛利 / 竞争 / 合规 / 专利)","kr":"1.6 US Product Selection: 4 Elimination Criteria"},{"id":"ch1-s7","title":"1.7 新手 10 大致命错误(Amazon US 特色)","kr":"1.7 Top 10 Fatal Mistakes for New Amazon US Sellers"},{"id":"ch1-s8","title":"1.8 Amazon US 5 大独有特色 + 应对策略","kr":"1.8 Amazon US 5 Unique Characteristics and How to Handle Them"},{"id":"ch1-s9","title":"1.9 冷启动 3 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:症状对应章节","kr":"1.10 How to Use This Book: Symptom-to-Chapter Index"},{"id":"ch1-s11","title":"1.11 2026 年 Amazon US 正在发生的 4 件大事","kr":"1.11 4 Major Events Shaping Amazon US in 2026"},{"id":"ch1-s12","title":"1.12 本章 10 个行动点","kr":"1.12 Chapter Action List: 10 Concrete Steps"}]},{"title":"第二章:Amazon US 生态体系 — 你该怎么用,不是它有什么","sections":[{"id":"ch2-s1","title":"2.1 Amazon US 生态矩阵全景","kr":"2.1 Amazon US Ecosystem Matrix"},{"id":"ch2-s2","title":"2.2 Prime 会员权益完整解析","kr":"2.2 Prime Membership Benefits Deep Dive"},{"id":"ch2-s3","title":"2.3 Amazon Fresh + Whole Foods 杂货生态","kr":"2.3 Amazon Fresh + Whole Foods Grocery"},{"id":"ch2-s4","title":"2.4 Alexa + Echo 设备生态(语音购物)","kr":"2.4 Alexa & Echo Devices Ecosystem"},{"id":"ch2-s5","title":"2.5 Amazon Business B2B 平台","kr":"2.5 Amazon Business B2B Platform"},{"id":"ch2-s6","title":"2.6 Amazon Haul 低价新战场(vs Temu/Shein)","kr":"2.6 Amazon Haul Low-Price Battleground"},{"id":"ch2-s7","title":"2.7 Buy with Prime 全域履约","kr":"2.7 Buy with Prime Cross-Site Fulfillment"},{"id":"ch2-s8","title":"2.8 生态协同:会员/广告/设备/履约如何共振","kr":"2.8 Ecosystem Synergy: Members, Ads, Devices, Fulfillment"},{"id":"ch2-s9","title":"2.9 生态杠杆启用 SOP(按阶段逐步开通)","kr":"2.9 Ecosystem Activation SOP by Phase"},{"id":"ch2-s10","title":"2.10 新手 5 大踩坑(每个都有人赔过真金白银)","kr":"2.10 Top 5 Newbie Ecosystem Mistakes"},{"id":"ch2-s11","title":"2.11 本章 KPI:学完这章你应该做到什么","kr":"2.11 Chapter KPI Checklist"}]},{"title":"第三章:Seller Central 后台完整指南","sections":[{"id":"ch3-s1","title":"3.1 Seller Central 首页概览(Home Dashboard)","kr":"3.1 Home Dashboard Overview"},{"id":"ch3-s2","title":"3.2 卖家计划:Individual vs Professional","kr":"3.2 Seller Plans: Individual vs Professional"},{"id":"ch3-s3","title":"3.3 Catalog / Inventory 菜单深度解析","kr":"3.3 Catalog / Inventory Menus"},{"id":"ch3-s4","title":"3.4 Orders / Payments 订单与回款","kr":"3.4 Orders & Payments"},{"id":"ch3-s5","title":"3.5 Advertising / Promotions 广告与促销入口","kr":"3.5 Advertising & Promotions"},{"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 Reports / Brand / Growth 数据与品牌","kr":"3.7 Reports / Brand / Growth"},{"id":"ch3-s8","title":"3.8 Amazon Seller App + User Permissions","kr":"3.8 Seller App & User Permissions"},{"id":"ch3-s9","title":"3.9 本章速查:Seller Central 核心要点","kr":"3.9 Key Takeaways"}]},{"title":"第四章:中国卖家入驻 Amazon US 的 3 条路径 + 完整注册流程","sections":[{"id":"ch4-s1","title":"4.1 入驻路径 3 选 1(国内直开 / 香港 LLC / 美国 LLC)","kr":"4.1 3 Onboarding Paths Overview"},{"id":"ch4-s2","title":"4.2 注册 Amazon Global Selling 完整步骤","kr":"4.2 Full Registration SOP"},{"id":"ch4-s3","title":"4.3 视频验证(Video Verification)应对策略","kr":"4.3 Video Verification Strategy"},{"id":"ch4-s4","title":"4.4 KYC 资料清单 + 避坑","kr":"4.4 KYC Documents Checklist"},{"id":"ch4-s5","title":"4.5 收款账户选择(Payoneer / PingPong / 连连 / 美国本土)","kr":"4.5 Payment Account Selection"},{"id":"ch4-s6","title":"4.6 W-8BEN-E / W-9 / EIN 税务文件","kr":"4.6 Tax Forms: W-8BEN-E / W-9 / EIN"},{"id":"ch4-s7","title":"4.7 美国销售税(Marketplace Facilitator 详解)","kr":"4.7 US Sales Tax & Marketplace Facilitator"},{"id":"ch4-s8","title":"4.8 NARF 北美统一仓(US + CA + MX 共享库存)","kr":"4.8 NARF: North America Remote Fulfillment"},{"id":"ch4-s9","title":"4.9 账号健康检查 + 常见注册失败原因","kr":"4.9 Account Health & Common Rejection Reasons"}]},{"title":"第五章:7 天写爆款 Listing SOP — 从零上架到首单","sections":[{"id":"ch5-s1","title":"5.0 三阶段 Listing 策略路线图","kr":"5.0 3-Stage Listing Roadmap"},{"id":"ch5-s2","title":"5.0b 7 天爆款 Listing SOP 时间线","kr":"5.0b 7-Day Listing SOP Timeline"},{"id":"ch5-s3","title":"5.1 Listing 页面结构全解剖","kr":"5.1 PDP Anatomy"},{"id":"ch5-s4","title":"5.2 标题(Title)优化 SOP","kr":"5.2 Title Optimization SOP"},{"id":"ch5-s5","title":"5.3 图片 9+1 视频规范","kr":"5.3 Images 9+1 Video Specs"},{"id":"ch5-s6","title":"5.4 Bullet Points 5 点卖点写作(Benefit-first)","kr":"5.4 Bullet Points Writing"},{"id":"ch5-s7","title":"5.5 A+ Content 品牌注册高级内容","kr":"5.5 A+ Content for Brand Registry"},{"id":"ch5-s8","title":"5.6 后台关键词(Search Terms)优化","kr":"5.6 Backend Search Terms Optimization"},{"id":"ch5-s9","title":"5.7 类目审批(Gated Categories)申请","kr":"5.7 Gated Categories Approval"},{"id":"ch5-s10","title":"5.8 ASIN 创建 UPC/GTIN 合规 + Parent-Child 变体","kr":"5.8 ASIN Creation & Variations"},{"id":"ch5-s11","title":"5.9 Listing KPI 达标表(每阶段验收标准)","kr":"5.9 Listing KPI Benchmarks by Stage"}]},{"title":"第六章:新手 3 大定价错 + Buy Box 算法实战 + 抽成体系","sections":[{"id":"ch6-s1","title":"6.0 三阶段定价路线图($0 → $50K)","kr":"6.0 3-Stage Pricing Roadmap"},{"id":"ch6-s2","title":"6.0b 新手 3 大定价错(附后果)","kr":"6.0b 3 Fatal Pricing Mistakes for New Sellers"},{"id":"ch6-s3","title":"6.0c Buy Box 算法深度表(因子 / 权重 / 实战动作)","kr":"6.0c Buy Box Algorithm Deep Dive"},{"id":"ch6-s4","title":"6.1 Amazon US 费用体系全景","kr":"6.1 Fee Structure Overview"},{"id":"ch6-s5","title":"6.2 Referral Fee 品类佣金率表(完整版)","kr":"6.2 Referral Fee by Category (Full Table)"},{"id":"ch6-s6","title":"6.3 FBA 履约费 2024 更新细目","kr":"6.3 FBA Fulfillment Fee 2024 Breakdown"},{"id":"ch6-s7","title":"6.4 存储费 + 旺季翻 3 倍 + 长期仓储附加费","kr":"6.4 Storage + Q4 Surge + Aged Inventory"},{"id":"ch6-s8","title":"6.5 入库分仓费(Inbound Placement Service Fee)新政","kr":"6.5 Inbound Placement Service Fee (2024)"},{"id":"ch6-s9","title":"6.6 Buy Box 定价原理 + Automated Pricing 工具","kr":"6.6 Buy Box Pricing & Automated Pricing"},{"id":"ch6-s10","title":"6.7 零售定价策略(Prime Day / 黑五)+ 价格监控","kr":"6.7 Retail Pricing Strategy"},{"id":"ch6-s11","title":"6.8 定价实战:$29.99 商品怎么拆利润","kr":"6.8 Real Math on a $29.99 Item"},{"id":"ch6-s12","title":"6.9 本章速查 + 10 大定价踩坑","kr":"6.9 Chapter Summary & Pitfalls"},{"id":"ch6-s13","title":"6.10 抄作业表格:定价护栏 + Coupon + 大促竞价模板","kr":"6.10 Copy-Paste Templates: Price Guard + Coupon + Promo Bids"},{"id":"ch6-s14","title":"6.11 定价 KPI 达标表(每阶段验收)","kr":"6.11 Pricing KPI Benchmarks by Stage"}]},{"title":"第七章:FBA 美国仓实战(Amazon US 最核心一章)","sections":[{"id":"ch7-s1","title":"7.1 FBA 美国 110+ 仓网全景(东/中/西 3 大区域)","kr":"7.1 110+ FBA US Warehouses"},{"id":"ch7-s2","title":"7.2 FBA 完整工作流(入库→存储→包装→发货→退货→结算 8 步)","kr":"7.2 FBA Full Workflow"},{"id":"ch7-s3","title":"7.3 Send-to-Amazon (STA) v2 新版入库流程(2024)","kr":"7.3 Send-to-Amazon v2 Workflow"},{"id":"ch7-s4","title":"7.4 FBA 尺寸分级 & 包装合规要求(Poly bag / FNSKU / Bubble wrap)","kr":"7.4 Size Tiers & Prep"},{"id":"ch7-s5","title":"7.5 Amazon Global Logistics (AGL) 头程 + 清关(中美海运)","kr":"7.5 AGL Ocean Freight"},{"id":"ch7-s6","title":"7.6 Inbound Placement Service(分仓费)2024 新政策","kr":"7.6 Inbound Placement Service Fee"},{"id":"ch7-s7","title":"7.7 库存绩效指数 IPI & 存储限额","kr":"7.7 IPI & Storage Limits"},{"id":"ch7-s8","title":"7.8 Multi-Channel Fulfillment (MCF) 全域履约","kr":"7.8 Multi-Channel Fulfillment"},{"id":"ch7-s9","title":"7.9 Amazon Warehousing & Distribution (AWD) 长期仓储","kr":"7.9 AWD Long-term Storage"},{"id":"ch7-s10","title":"7.10 FBA 退货/移除/销毁三选一决策(省钱关键)","kr":"7.10 Return / Removal / Disposal"},{"id":"ch7-s11","title":"7.11 FBA vs FBM 决策矩阵 & 本章速查","kr":"7.11 FBA vs FBM & Cheat Sheet"}]},{"title":"第八章:FBM 自发货模式 + Seller Fulfilled Prime (SFP)","sections":[{"id":"ch8-s1","title":"8.1 FBM vs FBA 决策矩阵","kr":"8.1 FBM vs FBA Decision Matrix"},{"id":"ch8-s2","title":"8.2 Seller Fulfilled Prime (SFP) 申请与要求","kr":"8.2 SFP Application & Requirements"},{"id":"ch8-s3","title":"8.3 物流承运商选择","kr":"8.3 Carrier Selection"},{"id":"ch8-s4","title":"8.4 Shipping Template 运费模板","kr":"8.4 Shipping Template Setup"},{"id":"ch8-s5","title":"8.5 订单履约全流程","kr":"8.5 Order Fulfillment Workflow"},{"id":"ch8-s6","title":"8.6 退货处理 + Amazon Returns Provider","kr":"8.6 Returns & Amazon Returns Provider"},{"id":"ch8-s7","title":"8.7 FBM 实战场景","kr":"8.7 FBM Real-World Playbooks"}]},{"title":"第九章:物流 & 中美头程(海运 / 空运 / 快递)","sections":[{"id":"ch9-s1","title":"9.1 中美头程 4 种方式对比(海运 / 空运 / 快递 / 混合)","kr":"9.1 4 China-US First Mile Modes"},{"id":"ch9-s2","title":"9.2 美国主要港口 & 仓库分布","kr":"9.2 US Ports & FC Distribution"},{"id":"ch9-s3","title":"9.3 美国清关:Importer of Record + Customs Bond","kr":"9.3 US Customs: IOR + Customs Bond"},{"id":"ch9-s4","title":"9.4 美国关税:Section 301 + HTS 税则查询","kr":"9.4 US Tariffs: Section 301 + HTS"},{"id":"ch9-s5","title":"9.5 De minimis $800 政策 + 2025 新规动向","kr":"9.5 De Minimis $800 Policy + 2025 Update"},{"id":"ch9-s6","title":"9.6 Amazon Global Logistics (AGL) 一站式头程","kr":"9.6 Amazon Global Logistics (AGL)"},{"id":"ch9-s7","title":"9.7 美国 3PL 中转仓 / 货代选型(Flexport / Freightos / ShipBob)","kr":"9.7 US 3PL Warehouse & Forwarder"},{"id":"ch9-s8","title":"9.8 物流成本实算:1 台 $50 商品发货到 FC 的费用拆解","kr":"9.8 Real Cost Breakdown: 1 Unit to FC"}]},{"title":"第十章:订单管理 & 客服(英语沟通)","sections":[{"id":"ch10-s1","title":"10.1 Amazon US 订单生命周期 & 时效要求","kr":"10.1 Order Lifecycle & SLA"},{"id":"ch10-s2","title":"10.2 Buyer-Seller Messages 英文沟通模板库","kr":"10.2 Buyer-Seller Messages (BSM) English Templates"},{"id":"ch10-s3","title":"10.3 A-to-Z Guarantee Claims 处理流程 + 申诉技巧","kr":"10.3 A-to-Z Claims"},{"id":"ch10-s4","title":"10.4 退货退款政策(30 天 / Q4 90 天旺季延长)","kr":"10.4 Returns & Refunds"},{"id":"ch10-s5","title":"10.5 差评(Negative Feedback)处理 3 种可移除情形 + 申诉步骤","kr":"10.5 Negative Feedback Removal"},{"id":"ch10-s6","title":"10.6 Voice of Customer (VOC) 仪表盘解读","kr":"10.6 VOC Dashboard"},{"id":"ch10-s7","title":"10.7 客服策略:本土客服团队 vs 第三方 vs AI 工具","kr":"10.7 CS Team Strategy"}]},{"title":"第十一章:第 1 月广告 SOP + Amazon Advertising 美国站完整实战","sections":[{"id":"ch11-s1","title":"11.0 三阶段广告路线图($0 → $50K 月销)","kr":"11.0 3-Stage Advertising Roadmap"},{"id":"ch11-s2","title":"11.0b 第 1 月广告 SOP 时间线","kr":"11.0b Month 1 Advertising SOP Timeline"},{"id":"ch11-s3","title":"11.1 Amazon 广告产品线全景(SP/SB/SD/DSP/Sponsored TV)","kr":"11.1 Amazon Ads Product Line Overview"},{"id":"ch11-s4","title":"11.2 Sponsored Products 完整实战(Auto/Manual/Keyword/PAT)","kr":"11.2 SP Full Playbook"},{"id":"ch11-s5","title":"11.3 Sponsored Brands 品牌广告 + 视频广告","kr":"11.3 Sponsored Brands + Video"},{"id":"ch11-s6","title":"11.4 Sponsored Display 展示广告(Audience + Product)","kr":"11.4 SD — Audience + Product"},{"id":"ch11-s7","title":"11.5 DSP 程序化广告入门","kr":"11.5 DSP — Programmatic Ads"},{"id":"ch11-s8","title":"11.6 ACOS / TACOS / ROAS 核心指标","kr":"11.6 ACOS / TACOS / ROAS"},{"id":"ch11-s9","title":"11.7 广告架构设计(Portfolio → Campaign → Ad Group)","kr":"11.7 Ad Account Structure"},{"id":"ch11-s10","title":"11.8 新品冷启动广告组合拳(Auto + Vine + 低价引爆)","kr":"11.8 New ASIN Launch Ad Combo"},{"id":"ch11-s11","title":"11.9 Amazon Marketing Cloud (AMC) 归因进阶","kr":"11.9 AMC — Advanced Attribution"},{"id":"ch11-s12","title":"11.10 广告 KPI 达标表(每阶段验收标准)","kr":"11.10 Advertising KPI Benchmarks by Stage"}]},{"title":"第十二章:大促实战:Prime Day / Black Friday / Cyber Monday / Prime Big Deal Days","sections":[{"id":"ch12-s1","title":"12.1 Amazon US 4 大核心大促日历(Prime Day / BDD / BF / CM)","kr":"12.1 Big 4 Sales Calendar"},{"id":"ch12-s2","title":"12.2 Prime Day 深度解读 + 历年 GMV 趋势","kr":"12.2 Prime Day Deep Dive + Historical GMV"},{"id":"ch12-s3","title":"12.3 Black Friday / Cyber Monday 冲刺指南","kr":"12.3 BF & Cyber Monday Sprint Guide"},{"id":"ch12-s4","title":"12.4 大促 Deal 类型对比(Lightning / Best Deal / PED / Coupon)","kr":"12.4 Deal Types Comparison"},{"id":"ch12-s5","title":"12.5 Deal 申请资格 + 定价规则","kr":"12.5 Deal Eligibility & Pricing Rules"},{"id":"ch12-s6","title":"12.6 大促筹备 90 天时间轴","kr":"12.6 90-Day Preparation Timeline"},{"id":"ch12-s7","title":"12.7 大促广告策略(CPM 翻倍应对)","kr":"12.7 Ads Strategy for Sales Events"},{"id":"ch12-s8","title":"12.8 大促后复盘 + 日常运营承接","kr":"12.8 Post-Event Review & Daily Ops Handoff"}]},{"title":"第十三章:A9/COSMO 算法深度实战 + Buy Box + 搜索 SEO 挖词 SOP","sections":[{"id":"ch13-s1","title":"13.0 三阶段 SEO 路线图","kr":"13.0 3-Stage SEO Roadmap"},{"id":"ch13-s2","title":"13.0b 关键词挖掘 SOP 时间线","kr":"13.0b Keyword Mining SOP Timeline"},{"id":"ch13-s3","title":"13.1 A9 + COSMO 双算法时代解析","kr":"13.1 A9 + COSMO Dual Algorithm Era"},{"id":"ch13-s4","title":"13.2 Buy Box(Featured Offer)完整机制 + 争取策略","kr":"13.2 Buy Box (Featured Offer) Mechanism & Strategy"},{"id":"ch13-s5","title":"13.3 Amazon Rufus AI 购物助手 & SEO 新范式","kr":"13.3 Rufus AI & New SEO Paradigm"},{"id":"ch13-s6","title":"13.4 关键词研究工具 + 搜索词报告","kr":"13.4 Keyword Research Tools & Search Term Reports"},{"id":"ch13-s7","title":"13.5 标题 / Bullet / 后台关键词 SEO 精写","kr":"13.5 Title / Bullet / Backend SEO"},{"id":"ch13-s8","title":"13.6 销量-转化-评价 三角飞轮","kr":"13.6 Sales-Conversion-Review Flywheel"},{"id":"ch13-s9","title":"13.7 外部引流 Seed Traffic 对排名加成","kr":"13.7 External Traffic (Seed Traffic) Ranking Boost"},{"id":"ch13-s10","title":"13.8 A+ Content / Brand Story 对排名间接影响","kr":"13.8 A+ Content & Brand Story Indirect Ranking Impact"},{"id":"ch13-s11","title":"13.9 本章小结:US 站 SEO + Buy Box 总 Checklist","kr":"13.9 Chapter Summary Checklist"},{"id":"ch13-s12","title":"13.10 SEO & Buy Box KPI 达标表(每阶段验收标准)","kr":"13.10 SEO & Buy Box KPI Benchmarks by Stage"}]},{"title":"第十四章:Brand Analytics & 数据分析","sections":[{"id":"ch14-s1","title":"14.1 数据驱动运营的重要性","kr":"14.1 Why Data-Driven Ops Matter"},{"id":"ch14-s2","title":"14.2 Brand Analytics 6 大报告详解","kr":"14.2 Brand Analytics 6 Reports"},{"id":"ch14-s3","title":"14.3 Search Query Performance (SQP) 新指标","kr":"14.3 Search Query Performance"},{"id":"ch14-s4","title":"14.4 Opportunity Explorer 发现新品蓝海","kr":"14.4 Opportunity Explorer"},{"id":"ch14-s5","title":"14.5 Business Reports + Advertising Reports","kr":"14.5 Business + Ads Reports"},{"id":"ch14-s6","title":"14.6 Amazon Marketing Cloud (AMC) 高阶归因","kr":"14.6 Amazon Marketing Cloud"},{"id":"ch14-s7","title":"14.7 第三方数据工具(Helium 10 / Jungle Scout)选型","kr":"14.7 3rd-Party Tools"}]},{"title":"第十五章:4 淘汰标准 + 7 步竞品拆解 + 美国爆品选品方法论","sections":[{"id":"ch15-s1","title":"15.0 三阶段选品路线图","kr":"15.0 3-Stage Product Selection Roadmap"},{"id":"ch15-s2","title":"15.0b 7 步竞品拆解 SOP","kr":"15.0b 7-Step Competitor Teardown SOP"},{"id":"ch15-s3","title":"15.1 美国消费者画像 vs 中国/日本差异","kr":"15.1 US Consumer Profile vs China/Japan"},{"id":"ch15-s4","title":"15.2 选品数据工具对比(Helium 10 / Jungle Scout)","kr":"15.2 Data Tools: Helium 10 vs Jungle Scout"},{"id":"ch15-s5","title":"15.3 适合中国卖家的 5 大类目","kr":"15.3 Top 5 Categories for China Sellers"},{"id":"ch15-s6","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-s7","title":"15.5 蓝海判断 5 维度打分法","kr":"15.5 Blue Ocean 5-Dimension Scoring"},{"id":"ch15-s8","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-s9","title":"15.7 季节性产品日历 + 节日爆品","kr":"15.7 Seasonal Calendar & Holiday Hits"},{"id":"ch15-s10","title":"15.8 1688 选品 + 阿里国际站 + 工厂直采","kr":"15.8 1688 + Alibaba + Direct Factory"},{"id":"ch15-s11","title":"15.9 成功案例解剖(厨房/宠物/家居/户外)","kr":"15.9 Success Case Studies"},{"id":"ch15-s12","title":"15.10 选品 KPI 达标表(每阶段验收标准)","kr":"15.10 Product Selection KPI Benchmarks by Stage"}]},{"title":"第十六章:中国卖家跨境 Amazon US 完整攻略","sections":[{"id":"ch16-s1","title":"16.1 跨境运营全景图(产品 → 清关 → FBA → 变现)","kr":"16.1 Cross-Border Overview"},{"id":"ch16-s2","title":"16.2 中美头程运费实算(LCL/FCL/空运对比)","kr":"16.2 China → US Freight Cost"},{"id":"ch16-s3","title":"16.3 清关报关完整流程(ISF / 7501 / Bond)","kr":"16.3 US Customs Clearance"},{"id":"ch16-s4","title":"16.4 Section 301 关税 + HTS 税则查询","kr":"16.4 Section 301 Tariff + HTS"},{"id":"ch16-s5","title":"16.5 De minimis $800 规则 + 2025 新政","kr":"16.5 De Minimis $800 Rule"},{"id":"ch16-s6","title":"16.6 美国销售税自动托管(Marketplace Facilitator)","kr":"16.6 US Sales Tax via MF Law"},{"id":"ch16-s7","title":"16.7 注册美国公司 LLC / HK 公司 选型","kr":"16.7 US LLC / HK Company"},{"id":"ch16-s8","title":"16.8 收款账户多卡位布局(Payoneer / PingPong / SVB)","kr":"16.8 Receiving Account Stack"},{"id":"ch16-s9","title":"16.9 品牌注册 + 商标 + 专利 铁三角","kr":"16.9 Brand + Trademark + Patent"},{"id":"ch16-s10","title":"16.10 本章关键要点","kr":"16.10 Chapter Key Takeaways"}]},{"title":"第十七章:美国合规:FDA / FCC / CPSC / UL / Prop 65 / FTC","sections":[{"id":"ch17-s1","title":"17.1 美国合规总览(按品类 + 监管机构对照)","kr":"17.1 US Compliance Overview by Category"},{"id":"ch17-s2","title":"17.2 FCC 电子产品认证(SDOC / FCC ID 两条路径)","kr":"17.2 FCC Electronics Certification"},{"id":"ch17-s3","title":"17.3 UL / ETL 安全认证(NRTL 互认)","kr":"17.3 UL / ETL Safety Certification"},{"id":"ch17-s4","title":"17.4 CPSIA 儿童产品强制测试(CPC / GCC)","kr":"17.4 CPSIA Children's Product Testing"},{"id":"ch17-s5","title":"17.5 FDA(食品 / 保健品 / 化妆品 / 医疗器械)","kr":"17.5 FDA Food / Supplement / Cosmetic / Medical"},{"id":"ch17-s6","title":"17.6 加州 Prop 65 警告标签 + 诉讼风险","kr":"17.6 California Prop 65 Warnings"},{"id":"ch17-s7","title":"17.7 FTC + DOT + EPA 其他监管机构","kr":"17.7 FTC + DOT + EPA Other Agencies"},{"id":"ch17-s8","title":"17.8 美国商标专利注册 + Amazon Brand Registry 联动","kr":"17.8 USPTO Trademark / Patent + Amazon Brand Registry"}]},{"title":"第十八章:风险管理 SOP — 跟卖 / 差评 / 封号 / 诉讼 + 每种问题的应对步骤","sections":[{"id":"ch18-s1","title":"18.0 三阶段风险管理路线图","kr":"18.0 3-Stage Risk Management Roadmap"},{"id":"ch18-s2","title":"18.0b 四大风险类别应对 SOP 速查","kr":"18.0b 4 Risk Types — SOP Quick Reference"},{"id":"ch18-s3","title":"18.1 Amazon US 风险全景 + 账户健康评分(AHR)","kr":"18.1 Risk Overview + Account Health Rating"},{"id":"ch18-s4","title":"18.2 跟卖攻击防御(Brand Registry + Transparency)","kr":"18.2 Hijacking Defense"},{"id":"ch18-s5","title":"18.3 差评处理 4 步法(申诉 / 移除 / 回复 / 改进)","kr":"18.3 Negative Review Management"},{"id":"ch18-s6","title":"18.4 Review Manipulation 刷评红线(封号高危)","kr":"18.4 Review Manipulation Red Lines"},{"id":"ch18-s7","title":"18.5 封号 5 大触发点 + Account Health 指标","kr":"18.5 5 Suspension Triggers"},{"id":"ch18-s8","title":"18.6 申诉 POA(Plan of Action)模板实战","kr":"18.6 Plan of Action Template"},{"id":"ch18-s9","title":"18.7 美国 IP / 商标 诉讼 TRO 应对(资金冻结)","kr":"18.7 US IP Lawsuits / TRO Defense"},{"id":"ch18-s10","title":"18.8 风险管理 KPI 达标表(每阶段验收标准)","kr":"18.8 Risk Management KPI Benchmarks by Stage"},{"id":"ch18-s11","title":"18.9 Amazon US 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":"18.9 Amazon US Gray Review Ecosystem: VP Reviews / BSR Manipulation / Keyword Ranking"}]},{"title":"第十九章:进阶运营 & Brand Registry & A+ Content & 多渠道","sections":[{"id":"ch19-s1","title":"19.1 Brand Registry 申请完整流程","kr":"19.1 Brand Registry Application"},{"id":"ch19-s2","title":"19.2 A+ Content 高阶模块(Premium A+/Comparison Chart/Brand Story)","kr":"19.2 A+ Advanced Modules"},{"id":"ch19-s3","title":"19.3 Amazon Store 品牌旗舰店设计","kr":"19.3 Amazon Store Design"},{"id":"ch19-s4","title":"19.4 Amazon Posts + Influencer 社交电商化","kr":"19.4 Posts + Influencer"},{"id":"ch19-s5","title":"19.5 Subscribe & Save + Renewed + Aware 特殊计划","kr":"19.5 SAS / Renewed / Aware"},{"id":"ch19-s6","title":"19.6 Vine 评论计划实战(启动期必用)","kr":"19.6 Vine Review Program"},{"id":"ch19-s7","title":"19.7 Amazon Live 直播 + Attribution 全域归因","kr":"19.7 Amazon Live + Attribution"},{"id":"ch19-s8","title":"19.8 Multi-Channel Fulfillment (MCF) + Buy with Prime 全域扩张","kr":"19.8 MCF + Buy with Prime"}]},{"title":"第二十章:2026 新手立刻要做的 5 件事 + Amazon US 最新变局","sections":[{"id":"ch20-s1","title":"20.0 新手 2026 年必须立刻做的 5 件事","kr":"20.0 5 Actions Every New Seller Must Take Right Now in 2026"},{"id":"ch20-s2","title":"20.1 Amazon Rufus AI 购物助手完整解析","kr":"20.1 Amazon Rufus AI Shopping Assistant"},{"id":"ch20-s3","title":"20.2 COSMO 算法 & 语义搜索时代","kr":"20.2 COSMO Algorithm & Semantic Search"},{"id":"ch20-s4","title":"20.3 Amazon Haul 低价新战场(Temu 正面对决)","kr":"20.3 Amazon Haul Low-Price Battlefield"},{"id":"ch20-s5","title":"20.4 Amazon 广告业务 $50B 年营收里程碑","kr":"20.4 Amazon Ads $50B Annual Run Rate"},{"id":"ch20-s6","title":"20.5 AI 生成式广告工具(图像/视频/文案)","kr":"20.5 Generative AI Ad Tools"},{"id":"ch20-s7","title":"20.6 AWD + SCBA + AGL 物流新体系","kr":"20.6 AWD + SCBA + AGL Logistics"},{"id":"ch20-s8","title":"20.7 De minimis 新政 + 关税趋严 2025-2026","kr":"20.7 De minimis Reform + Tariff 2025-2026"},{"id":"ch20-s9","title":"20.8 Walmart + TikTok Shop 双线夹击 vs Amazon 卖家应对","kr":"20.8 Walmart + TikTok vs Amazon"}]},{"title":"第二十一章:我的 20 条 Amazon US 肺腑之言","sections":[{"id":"ch21-s1","title":"选品 4 条","kr":"Product Selection (4 Rules)"},{"id":"ch21-s2","title":"运营 6 条","kr":"Operations (6 Rules)"},{"id":"ch21-s3","title":"广告 4 条","kr":"Advertising (4 Rules)"},{"id":"ch21-s4","title":"合规 3 条","kr":"Compliance (3 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 US 运营核心英文术语表(200+)","kr":"Appendix A: 200+ US Operation Terms"},{"id":"ch22-s2","title":"附录 B:Seller Central 菜单完整中英对照","kr":"Appendix B: Seller Central 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 US 运营检查清单(5 大模块)","kr":"Appendix D: US Ops Checklists"},{"id":"ch22-s5","title":"附录 E:Amazon US 费用速算参考表","kr":"Appendix E: Fee Quick Reference"},{"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:广告效果基准值参考(按品类)","kr":"Appendix G: Ad Benchmarks by Category"},{"id":"ch22-s8","title":"附录 H:推荐学习资源 + 社区","kr":"Appendix H: Learning Resources & Communities"},{"id":"ch22-s9","title":"附录 I:美国时区 + 联邦节假日","kr":"Appendix I: Time Zones & Holidays"},{"id":"ch22-s10","title":"附录 J:常见错误代码 + 解决方案","kr":"Appendix J: Error Codes & Solutions"},{"id":"ch22-s11","title":"附录 K:紧急联系路径 + 支持通道","kr":"Appendix K: Urgent Contact Paths"},{"id":"ch22-s12","title":"附录 L:2026 运营目标设定模板(5 年路径)","kr":"Appendix L: 2026 Goal Setting Template"}]}]

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20 章 220+ 小节 FBA + Brand Registry

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