亚马逊卖家之困：电商税风暴与价格体系的崩塌

Core Viewpoint - The cross-border e-commerce industry is facing significant challenges due to strict enforcement of e-commerce taxes and changing platform rules, particularly on Amazon, which is leading to a survival crisis for small and medium-sized sellers [2][4][9]. Group 1: Challenges Faced by Sellers - The strict enforcement of e-commerce taxes is forcing many sellers to explain discrepancies in reported income, which could lead to losses if they are required to pay back taxes [2][4]. - Amazon's new pricing rules are causing historical prices to be recalibrated, leading to reduced sales volumes for many sellers [6][9]. - Increased advertising costs and platform fees are squeezing profit margins, with some sellers reporting advertising costs exceeding 10% of sales [7][9]. Group 2: Seller Strategies and Adaptations - Many sellers are exploring alternative platforms like TikTok and Temu, seeking better profit margins and less competitive environments, although these platforms also present their own challenges [10][11][12]. - A shift towards brand building is emerging among sellers, as reliance on low-price strategies is becoming unsustainable in the face of intense competition [15][16][18]. - Sellers are balancing their resources between maintaining a presence on Amazon and exploring new channels, with a common strategy being to allocate 70% of resources to Amazon and 30% to emerging platforms like TikTok [21]. Group 3: Market Dynamics - The competitive landscape is evolving, with platforms like TikTok offering lower commission rates (5%-8%) compared to Amazon's rates (15% or more), making them attractive alternatives for sellers [11]. - Amazon is adjusting its algorithms to favor brand-oriented sellers, indicating a shift in platform strategy towards higher-value sellers [16][18]. - The overall sentiment among sellers is one of cautious adaptation, recognizing that while Amazon's environment is tightening, it remains the most viable platform for sustainable profit [21].