亚马逊正在通过系列政策调整，逐步抑制第三方卖家的跟卖行为。[1]从2026年3月31日起，亚马逊执行"取消共享库存"新规，改变了跟卖商品在平台上的呈现方式。[1]具体而言，平台将"Other sellers on Amazon"（亚马逊上的其他卖家）选项移至"All Offers"折叠页面，大幅降低了跟卖商品的曝光度。[1]
同时，亚马逊推出了多项品牌保护工具。[1]这些工具包括"透明计划（Transparency）"、"零计划（Project Zero）"和"违规举报RaV"等措施。[1]平台还发布了《品牌成长阶梯》，向品牌卖家提供流量、推广工具等扶持政策。[1]这一转变旨在应对Temu、TikTok Shop等新兴平台的低价竞争，将流量和资源向品牌备案卖家倾斜，推动平台从价格竞争向品牌差异化竞争升级。[1]为此，亚马逊还推出了低价商城Haul，与新兴电商平台展开竞争。[1]
Amazon is systematically dismantling third-party seller parasitism through a series of structural reforms aimed at elevating brand-name merchants and combating cut-price competition from emerging platforms.[1] The company will enforce a "discontinuation of shared inventory" policy effective March 31, 2026, fundamentally restructuring how multiple sellers can list against the same product.[1]
The platform has already repositioned "Other sellers on Amazon" to a collapsed "All Offers" page, significantly reducing visibility for copycat listings.[1] Alongside these layout adjustments, Amazon has rolled out a suite of brand protection mechanisms—including the Transparency Program, Project Zero, and a violation reporting system—to empower legitimate brand sellers with enforcement tools.[1] The company simultaneously introduced Haul, a discount-focused marketplace tier, to compete directly with rival platforms like Temu and TikTok Shop.[1]
To reinforce this strategic shift away from price-based competition, Amazon unveiled the "Brand Growth Ladder," a tiered support program offering legitimate brand sellers preferential access to traffic and promotional resources.[1] Together, these moves represent a deliberate pivot toward brand differentiation and away from the commoditized, low-margin dynamics that have long characterized the platform's third-party ecosystem.
