(单词翻译:单击)
Now, you write in your article that, “Every brand should consider selling on Amazon.” Why?
你在你的文章中写道，“每个品牌都应该考虑在亚马逊上销售。”为什么？
In the decade or so that I’ve been researching retail, everyone mentions Amazon at some point.
在我研究零售业十年左右的时间里，每个人都在某种程度上提到了亚马逊。
In the earlier days, companies basically had a yes or no, very clear cut strategy.
在早期，公司基本上有一个加入或者不加入的非常明确的战略。
And nowadays, we hear more about what is your Amazon strategy rather than should you be on Amazon or not.
如今，我们听到更多关于你的亚马逊战略的消息，而不是你是否应该加入亚马逊。
Amazon is just so huge.
亚马逊实在是太大了。
I think the latest estimates I’ve seen is that roughly 40% of all online retail in the U.S. is on Amazon.
我认为我看到的最新估计是，美国大约40%的在线零售是在亚马逊上进行的。
So it’s quite large.
所以它相当大。
And then we’ve seen in recent years also the increase in e-commerce in general and how important it is for brands to have their own online presence so that customers can find them, which makes Amazon an important consideration because you need to be somewhere online, you need to serve your customers.
近年来，我们还看到电子商务的总体增长，以及品牌拥有自己的线上业务非常重要，这样客户才能找到他们，这使得亚马逊成为一个重要的考虑因素，因为你需要在线上的某个地方，你需要为你的客户服务。
And Amazon does such a great job in both having customers arrive to the website, as well as giving them amazing service.
亚马逊在让客户登录网站以及为他们提供令人惊叹的服务方面做得非常好。
So therefore every brand should, at the very least, consider if they can be on Amazon or not.
因此，每个品牌至少都应该考虑它们是否能出现在亚马逊上。
This whole debate reminds me a lot of debates in the past of big box retailers like Walmart in the United States.
整个辩论让我想起了过去像美国沃尔玛这样的大卖场零售商的很多辩论。
Like if you were a consumer goods product, you basically had to be there, right?
比如，如果你是一种消费品品牌，你基本上必须去那里，对吗？
But those very same companies really complained about just how much the margins got squeezed, and not enjoying bigger profits because Walmart made them do it.
但正是这些公司抱怨利润率受到了很大的挤压，没有享受更大的利润，因为沃尔玛强迫他们这么做。
Yeah, and it’s a very similar story, the only difference is just the online presence.
是的，这是一个非常相似的故事，唯一的区别只是出现在网上。
So Walmart is of course, still a huge retailer in the U.S., but their online presence out of total U.S. e-commerce sales, Walmart is roughly 5% to 6%.
因此，沃尔玛当然仍然是美国的一家大型零售商，但其在线销售额占美国电子商务总销售额的比例约为5%至6%。
So they’re much smaller than Amazon when you think about online presence.
因此，当你考虑到在线业务时，他们比亚马逊小得多。
But they are still a big player and brands still have the struggles where they essentially understand that in order to be where customers are looking for you, in the U.S., about two thirds of product searches start on Amazon rather than on search engines.
但他们仍然是一个重要的参与者，他们基本上明白，在美国，在到达客户找到你这方面，品牌仍然面临着困境，大约三分之二的产品搜索是从亚马逊而不是搜索引擎开始的。
So that means most customers don’t even go to Google or Bing or a search engine where they’re looking for something, they just directly go to Amazon.
这意味着大多数客户甚至不会去谷歌、必应或搜索引擎寻找他们想要的东西，他们只会直接去亚马逊。
