(单词翻译:单击)
But this also comes at a big risk too, right?
但这也有很大的风险，对吗？
What are some of the top line complaints about Amazon, if people used to complain about margins getting squeezed at Walmart?
如果人们过去常常抱怨沃尔玛的利润率受到挤压，那么人们对亚马逊最大的抱怨是什么？
Yeah. So definitely margins getting squeezed is one of the big ones, especially these days when Amazon is doing a lot more in terms of advertising.
因此，利润率受到挤压肯定是一个很大的问题，特别是在亚马逊在广告方面做得更多的时候。
I think last year, their revenues from advertising were roughly $31 billion and they’re increasing those revenues.
我认为，去年，他们的广告收入约为310亿美元，而且他们这些收入正在增加。
They have a very large media platform.
他们有一个非常大的媒体平台。
They can use not just the retail part of Amazon, but also Amazon Video or Amazon Music and other channels for their advertising.
他们不仅可以使用亚马逊的零售部分，还可以使用亚马逊视频或亚马逊音乐和其他渠道进行宣传。
And so not only you get squeezed on margins in the same traditional way like Walmart used to do it, but you also have additional costs in terms of advertising.
因此，你不仅会像沃尔玛那样以同样的传统方式挤压利润，还会有广告方面的额外成本。
You want to be featured in the website in a prominent place, you want to be able to be the first brand in the buy box where consumers see you as the default brand.
你想在网站的突出位置展示你的特色，你想成为消费者认为你是默认品牌的第一个购买品牌。
And for all of these things, you essentially have to give up some of your margins.
对于所有这些事情，你必须放弃一些利润。
Now, your article has a really thorough scorecard that you can follow.
现在，你的物品有一个非常全面的记录卡，你可以遵循。
If you’re a brand, you can answer questions and score whether you should be selling on Amazon or not.
如果你是一个品牌，你可以回答问题并评分是否应该在亚马逊上销售。
So let’s go through the key benefits of selling on Amazon and some of the considerations there.
因此，让我们来了解一下在亚马逊上销售的主要好处和一些注意事项。
One of the things that we consider other than margin, which we just talked about is the product category.
除了我们刚才谈到的保证金之外，我们考虑的其中一件事是产品类别。
Of course, there are some categories that you simply cannot sell online.
当然，有些品类是你不能在网上销售的。
Pretty simple answer if you’re selling tobacco, right?
如果你在卖烟草，答案很简单，对吗？
Yeah, exactly.
是啊，就是这样。
There are also categories that have suffered from what we call commoditization.
也有一些类别受到了我们所说的商品化的影响。
Essentially, being on Amazon turned them, even if they weren’t considered by consumers as commodities before, turned them into complete commodities.
从本质上说，上了亚马逊就把它们变成了完整的商品，即使它们以前并不被消费者视为商品。
Because you can see so many brands and even unknown brands and sellers sell a version of this product.
因为你可以看到这么多品牌，甚至是不知名的品牌和卖家都在销售这类产品。
They’re all side by side. They kind of look the same. There is no big differentiator.
它们都是并排的。他们看起来有点像。没有太大的区别。
And then you’re basically price shopping and considering that everything is kind of the same, which turns every product into almost a commodity and not a brand.
然后你基本上是根据价格购物，考虑到所有东西都是一样的，这使得每一种产品几乎都变成了一种商品，而不是品牌。
And therefore, if you’re in a very commoditized market, it’s hard to stand out on a platform like Amazon’s.
因此，如果你处于一个商品化程度很高的市场，很难在亚马逊这样的平台上脱颖而出。
