基于亚马逊平台的跨境电商选品策略分析

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摘 要：近年来跨境电商贸易蓬勃发展，亚马逊作为全球较大的跨境B2C平台已成为我国商品出海的新通道，但目前中国卖家的选品策略还存在诸多不足，选品困难、铺货严重、跟风选品俨然成为商家选品的思路误区。文章立足于亚马逊平台，通过多角度的分析，提出了亚马逊选品的7条选品思维，助推中国卖家品牌出海、货通全球。

关键词：亚马逊；跨境电商；选品

中图分类号：F713 文献标志码：A DOI：10.13714/j.cnki.1002-3100.2023.14.018

Abstract： In recent years， cross-border e-commerce trade has flourished. Amazon， as the world's largest cross-border B2C platform， has become a new channel for Chinese products to go overseas. However， there are still many shortcomings in the selection strategy of Chinese sellers， such as difficulty in selecting products， severe distribution， and following the trend in selecting products， which has become a misconception for merchants. The paper is based on the Amazon platform and proposes 7 product selection ideas for Amazon through multi perspective analysis， helping Chinese seller brands go global and connect with the world.

Key words： Amazon; cross-border e-commerce; product selection

1    亚马逊平台介绍

亚马逊作为全球较大的网络零售商，近年来，其跨境电商业务发展迅猛。（剩余5972字）