亚马逊新规:CPC广告投放需审核,不符合将被删除

亚马逊一直都在更新政策的路上,尤其在今年更是政策频出。继亚马逊严查电子产品相关认证之后,近期亚马逊再次曝光新规:将会对卖家的投放广告实行随机检查,最多或需72小时审核,审核通过方可展示。


其次,在VAT和物流方面,卖家的日子也不好过。


1、广告不符合条件


有坛友先后在论坛爆料称:自己在开手动广告的时候一直显示不符合条件,截图如下:

(点击图片进入论坛)

在此之前,有卖家收到亚马逊美国客户的通知。据悉,亚马逊的相关团队将会对广告进行随机的审查,这是一个强制执行的流程,如果发现不符合将会对其进行删除。一旦完成审查广告将会自动发布。

以下是卖家与美国客服的对话:


(向上滑动查看内容)

Nithin Manoher: I would like to inform you that when a ad is created, as per the new policy the ad will be going through a review by the back end

This review will take a maximum of 72 hours to complete and your ad will be automatically changed to Running after the review is complete

me: Wow. it's too hard to sellers.why need review.

Nithin Manoher: I'm sorry for the trouble

This is a new policy introduced by us

Previously after the ad is created, our team would do random reviews on the ads and remove them if found inappropriate

We were unable to remove all the ads from that process

Which we found inappropriate

So, in the new policy ad will be in review as soon as its created and will be active only after the ad review is complete

If found inappropriate the ad would be suspended

Your understanding in this matter is highly appreciated

me: Where we can find the details of new policy

Nithin Manoher: I've checked the details of your product and noticed that your product is eligible for advertising and the ad will definitely be approved

Please do not worry about that. Right now its just going through a review which is a mandatory process for all the ads

me: You means :we only need wait?

Nithin Manoher: Our team is working to create a official help page so that sellers will be aware of this process

Yes, you just need to wait

据该卖家透露,虽然该规则已经实施,其广告已经被审查,但目前平台还未出台相关明文规定。


2、泛欧计划被催促上传VAT税号

来自亚马逊的最后“通牒”!欧洲5国均要求8月底前上传VAT税号。

(来自卖家爆料截图)


据卖家爆料,开通泛欧计划的如果英国站被冻结,其他四个站点也会要求在30天内提供VAT,不然也会被冻结。大部分卖家都认为8月31是deadline,也有卖家收到的是9月30日。

早前不仅有卖家收到了上述所提到的邮件,并且还接到了亚马逊中国客服的电话。不得不说,相较之于此前仅是邮件群发的通知方式,这次亚马逊还进行电话通知,足以表明其严重性与紧迫感。

3、美国海关对亚马逊货件动刀

根据最新DHL的通知,美国政府机关根据321法案(U.S.Customs Regulation 19CFR10.151. Sec 321)加大了对入境FBA货物清关的审核。


美国321法案原文如下:



该法案规定凡是符合如下特征的快件,不再适用800USDipment的免税优惠。


1.同一发件人在1天内发送了n(n>1)票货物至同一Amazon US仓库。


2.这n票货物会被美国政府视为“split shipments”,从而全部转为正式清关required formal entry,无论单票货值是否低于800USD。


3.按照美国清关规定,正式清关货物需要提供收件人Employer Identity Number(EIN),但对于FBA货物,US Amazon不提供任何清关支持。

基于以上流程,所有发往美国的FBA货物,一旦符合以上特征,将会被美国政府拒绝入境,DHL只能将此类快件退回始发地。


Prime Day备战正酣,美国海关却开始盯紧中国卖家,发往美国FBA的货件双清包税分拆避税的模式面临灭顶之灾,卖家实在是不开心。对于以上政策你是怎么看的呢?欢迎在留言区留言评论!

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