最后更新：2026-05 | 所有绩效标准均引用官方原文，含官方链接 | 适用市场：美国 🇺🇸
⚠️ 重要说明：本文件中带有「官方原文」标注的内容，均直接引用各平台官方帮助页面英文原文，不作主观推测。费用数据仅供参考，请以官方最新公告为准。
官方原文（English）：
"The AHR is a color-coded numerical score that ranges from 0 to 1,000 and provides near real-time status of your account's health, letting you know if your selling account in a particular store is at risk of deactivation."
"All new sellers start with a score of 200."
"If your AHR is green ("Healthy," based on a score of 200-1,000), your account isn't at risk of deactivation based on the policies comprising the score."
"If your AHR is yellow ("At Risk," based on a score of 100-199), your account is at risk of deactivation."
"When your AHR is red ("Unhealthy," based on a score of 99 or lower), your account is either eligible for deactivation or already deactivated."
| 分数段 | 颜色 | 状态 | 含义 |
|---|---|---|---|
| 200–1000 | 🟢 绿色 | Healthy（健康） | 不存在因该分数涵盖的政策而导致账号被停用的风险 |
| 100–199 | 🟡 黄色 | At Risk（存在风险） | 账户存在被停用的风险，需立即整改 |
| 0–99 | 🔴 红色 | Unhealthy（不佳） | 账户已可被停用或已被停用 |
官方原文（English）：
"Point values for each violation are based on the severity level and typically range from two to eight."
"critical violations automatically bring your AHR score to zero"
"if you violate the same policy multiple times, sometimes, negative point values double per repeat violation"
"you also gain four points for every 200 successful orders you fulfilled over the last 180 days"
中文说明：
官方原文（English）：
"Critical: Violations of this severity have a serious and unacceptable impact on customers, or violate certain laws, regulations, or the rights of others. Any single violation with this severity immediately qualifies your account for deactivation."
"High: Given the negative impact these violations have on customers, or the degree to which they may also violate applicable laws or regulations, our tolerances for high severity violations are minimal."
"Medium: Violations of this severity may significantly undermine customer and sellers trust if they continue to occur over time."
"Low: We tolerate infrequent low severity violations because we understand that mistakes happen in the course of doing business."
| 严重程度 | 官方英文示例 | 中文说明 |
|---|---|---|
| Critical（严重） | Counterfeit product, review solicitation inserts, manipulating search rankings | 假冒商品、索评插页、操纵搜索排名 → 单次即停号 |
| High（高） | Valid IP infringement notice, customer counterfeit reports | 知产权侵权通知、买家举报假冒 |
| Medium（中） | Listings with links to external websites | Listing 含外部网站链接 |
| Low（低） | Customer reports expired product or wrong condition | 买家投诉商品过期或状况不符 |
官方原文（English）：
"The maximum number of repeat violations is five for infringement-related policies and two for restricted products policies."
"When we detect you've reached the maximum number of repeat violations for a given policy, a critical violation will surface on your Account Health page... AHR will turn red and reflect a numeric score of zero."
官方原文（English）：
"After 180 days from when the violation was added to your Account Health page, violations can be removed."
"Your account will be reinstated once your AHR score rises above the threshold of 100 for deactivation."
官方原文（English）：
"Maintain an order defect rate of less than 1%."
官方原文（English）：
"Maintain a pre-fulfillment cancel rate of less than 2.5%."
| 指标 | 参考值 | 说明 |
|---|---|---|
| 有效追踪率 VTR | > 95%（FBM） | Buy Box 和 Buy Shipping 相关 |
| 准时送达率 OTDR | > 97% | 影响 Buy Box |
⚠️ 费用随时调整，请以官方最新公告为准：FBA Fulfillment Fee Changes
| 规格 | 重量 | 配送费参考 |
|---|---|---|
| Small Standard | ≤ 4 oz | ~$3.22 |
| Large Standard | 4–12 oz | ~$4.75 |
| Large Standard | 12 oz–1 lb | ~$5.69 |
| Large Standard | 1–2 lb | ~$6.10 |
| Large Bulky | 1–50 lb | $9.73 起 |
| 仓储时段 | 标准费率 |
|---|---|
| 1–9 月 | $0.78/立方英尺/月 |
| 10–12 月（旺季） | $2.40/立方英尺/月 |
| 长库龄（> 365 天） | $6.90/立方英尺/月 |
合规方式（允许）：
严格禁止（违规直接封号风险）：
官方来源：Account Health Rating (AHR) Requirements — TikTok Shop US Seller Academy（更新于 2026-04-08）
官方原文（English）：
"The AHR is a color-coded numerical score (from 0 to 1,000) that provides a snapshot of the overall health of your seller account. It reflects the points you have earned and lost based on your shop's activities over the last 180 days."
"All sellers start off with 200 points."
"If the AHR is in the green zone, it means the shop has at least 200 points and is in a healthy state!"
"If the AHR is in the orange zone, it means the shop has 51 to 199 points. It is at risk of receiving or has received milestone enforcement actions."
"If the AHR is red, it means the shop has 50 or fewer points and is at risk of deactivation. If the AHR hits 0, the seller's account will be permanently deactivated."
| 分数段 | 颜色 | 含义 |
|---|---|---|
| 200–1000 | 🟢 绿色（Green） | 健康状态 |
| 51–199 | 🟠 橙色（Orange） | 已收到或即将收到里程碑处罚 |
| 1–50 | 🔴 红色（Red） | 高风险，有被停用风险 |
| 0 | ⛔ 停用 | 账号永久停用 |
官方原文（English）：
"4 points for every 200 finished orders in the last 180 days... you can only earn a maximum of 20 points a week through this method!"
"For taking and passing every policy quiz tagged to a violation. The number of points you earn depends on the quiz."
官方原文（English）：
"We will take additional enforcement actions against a shop when its AHR drops to 150, 100, 50, or 0 points."
"At 150 points: The shop will not be able to enroll in new mega campaigns for 7 days. The shop will not be able to create new listings for 7 days."
"At 100 points: ... for 14 days."
"At 50 points: ... for 28 days."
"At 0 points: The seller's account will be permanently deactivated. ❗️Reactivating a seller account is at our sole discretion."
| AHR 里程碑 | 处罚内容 | 时长 |
|---|---|---|
| 降至 150 分 | 无法参与新的大型活动（mega campaigns）；无法发布新商品 | 7 天 |
| 降至 100 分 | 同上 | 14 天 |
| 降至 50 分 | 同上 | 28 天 |
| 降至 0 分 | 账号永久停用（恢复由平台自行决定） | 永久 |
💡 通过里程碑政策测试（Milestone Quiz）可缩短处罚时长。
官方来源：Seller Enforcement Policy — TikTok Shop US Seller Academy（更新于 2026-05-25）
官方原文（English）：
"We may take enforcement actions against a seller's account or their shop for violating our policies or not meeting our performance standards. These include:
- Sending warning messages
- Temporarily restricting access to specific seller account features and functions
- Removing or freezing product listings
- Suspending or restricting access to campaigns, user growth events, affiliate programs, and other platform benefits
- Temporarily reducing the visibility of the shop or its products
- Limitations or restrictions on Seller Shipping (from 90 days up to 365 days)
- Order volume limits, up to and including suspension of new orders
- Requiring account re-verification
- Deferred Settlement Period
- Temporarily or permanently suspending the ability to withdraw funds from the seller account
- Deducting from the seller account balance to cover any losses or damages
- Initiating legal action against the seller"
官方原文（English）：
"Depending on the nature and severity of the violation, the seller's funds may be temporarily withheld for 45, 90 or 365 days."
"In cases where we determine that the seller's account has engaged in deceptive, abusive, fraudulent, or illegal activity, we reserve the right to permanently withhold some or all funds from their account."
| 违规性质 | 资金冻结时长 |
|---|---|
| 一般违规 | 45 / 90 / 365 天（视违规严重程度） |
| 欺诈性/非法活动 | 永久冻结（含过去 365 天的平台补贴） |
官方原文（English）：
"You are limited to two appeals per violation. All decisions made by us after the second appeal are final."
"You must file your first appeal within 30 days of being notified of the violation. If your appeal is rejected, you can file a second one within 15 days."
| 指标 | 参考标准 | 说明 |
|---|---|---|
| 准时发货率 | ≥ 90% | 低于则流量降权 |
| 发货时限 | 付款后 48 小时内 | 超时计入物流违规 |
官方原文（English）：
"Each month eBay takes a look at how much you've sold recently, and how many of those sales resulted in a poor experience for the buyer."
"Top Rated — You're exceeding eBay's performance expectations, as well as having an established sales history and complying with other eBay policies"
"Above Standard — You're meeting eBay's expectations"
"Below Standard — Your performance has fallen below eBay's minimum standards and as a result, it may place limitations on your selling activity until your performance improves"
| 等级 | 含义 |
|---|---|
| 🏆 Top Rated | 超出 eBay 绩效预期，有资格获得 Top Rated Plus 额外权益 |
| ✅ Above Standard | 达到 eBay 期望值，正常运营 |
| ❌ Below Standard | 低于最低标准，限制销售活动 |
官方原文（English）：
"All sellers are required to maintain the following minimum performance standards for their listings on ebay.com within their evaluation period:
- Cases closed without seller resolution: No more than 2 (or 0.3% of transactions)
- Transaction defect rate: No more than 2% of transactions"
| 指标 | 红线 | 说明 |
|---|---|---|
| 未解决纠纷关闭率（Cases Closed Without Seller Resolution） | ≤ 0.3%（或最多 2 笔） | 卖家未解决→eBay 介入后判卖家负责 |
| 交易缺陷率（Transaction Defect Rate） | ≤ 2% | 包含订单取消 + INR 未解决纠纷 |
官方原文（English）：
"On the 20th of each month, eBay takes a look at your recent transactions."
"Low-volume sellers (< 400 sales transactions in the previous 3 months): 12-month evaluation period"
"High-volume sellers (≥ 400 sales transactions in the previous 3 months): 3-month evaluation period"
官方原文（English）：
"Your eBay account has been active for at least 90 days"
"You have at least 100 transactions and $1,000 in sales with US buyers over the past 12 months"
"You're complying with eBay's Selling practices policy"
| 条件 | 要求 |
|---|---|
| 账号活跃时间 | ≥ 90 天 |
| 近 12 个月美国买家交易量 | ≥ 100 笔 |
| 近 12 个月美国买家交易额 | ≥ $1,000 |
| 绩效指标 | 均需达标 |
官方原文（English）：
"qualify your listings for these exclusive Top Rated Plus benefits if you offer same- or 1-business-day handling time and 30-day or longer free returns:
- The Top Rated Plus seal will be displayed prominently in search results
- A 10% discount on your final value fees"
官方原文（English）：
"Your items may be placed lower in Best Match search results"
"Your selling limits may decrease"
"You'll be blocked from using the eBay Advertising tools"
"Funds from your orders may be placed on hold until tracking information shows that the item is on its way to the buyer"
| 阶段 | 说明 |
|---|---|
| 权利人发起 | 通过 VeRO 计划向 eBay 提交侵权报告 |
| eBay 处理 | 收到投诉后通常 24 小时内下架 listing |
| 申诉窗口 | 30 天内向权利人或 eBay 提交反投诉证明 |
官方来源：eBay Seller Fees
| 费用项 | 标准 |
|---|---|
| 插入费 Insertion Fee | 个人账号每月 250 条免费；超出 $0.35/条 |
| 最终价值费（大多数类目） | 13.25%（≤$7,500 部分）+ 5%（>$7,500 部分）+ $0.30/笔 |
| Top Rated Plus 折扣 | 最终价值费 -10% |
| 国际交易附加费 | +1.65% |
官方来源：What are Etsy's Customer Service Standards? — Etsy Help
Etsy 从以下 4 个维度评估卖家绩效：
官方原文（English）：
"You need to respond to 80% of first messages in a thread within the first 48 hours to meet the message response rate standard."
官方原文（English）：
"If you have less than 40 reviews, no more than 4 reviews should be 3 stars or less."
"If you have more than 40 reviews, less than 10% of your reviews should be 3 stars or less."
| 评价总数 | 低评价（≤3 星）上限 |
|---|---|
| < 40 条评价 | 最多 4 条 ≤3 星 |
| ≥ 40 条评价 | < 10% 的评价为 ≤3 星 |
官方原文（English）：
"If you've completed less than 300 orders, no more than 3 orders should have cases refunded from your account."
"If you've completed 300+ orders, less than 1% of cases should be refunded from your account."
| 完成订单量 | 纠纷退款上限 |
|---|---|
| < 300 笔 | 最多 3 笔被退款的纠纷 |
| ≥ 300 笔 | 纠纷退款率 < 1% |
注：不计入 $250+ 的订单、Etsy Purchase Protection 覆盖的订单、买家开案前卖家已主动退款的订单。
官方原文（English）：
"At least 80% of your orders need to ship on time to meet the on-time shipping standard."
官方原文（English）：
"If you fall short of one or more of these standards, you risk lowering your search visibility and may no longer qualify for Etsy Purchase Protection."
"If you are repeatedly failing to meet the standard for case rate, your selling privileges may be temporarily or permanently revoked."
每 3 个月评估一次，连续满足以下条件获得 ⭐ Star Seller 标签：
| 指标 | 达标要求 |
|---|---|
| 消息回复率 | ≥ 95%，首次回复须在 24 小时内（注：Star Seller 标准高于基础服务标准） |
| 准时发货+追踪 | ≥ 95%（须有追踪号） |
| 评价分 | ≥ 4.8 星均值 |
| 最低订单量 | ≥ 5 笔（评估期内） |
⚠️ Star Seller 标准 ≠ 基础绩效标准：基础绩效（避免降权/停号）的门槛更低（见 4.1），Star Seller 是更高的荣誉门槛。
官方来源：Etsy Offsite Ads
官方原文（English）：
Sellers with $10,000 USD or more in sales in the past 365 days are required to participate in Offsite Ads and cannot opt out.
| 年销售额 | 是否强制 | 费率 |
|---|---|---|
| < $10,000 | 可选择退出 | 15% |
| ≥ $10,000 | 强制，无法退出 | 12% |
计费规则：买家点击广告后 30 天内成交均收取佣金。
| 费用项 | 金额/比例 |
|---|---|
| 刊登费 Listing Fee | $0.20/条（4 个月有效期） |
| 交易费 Transaction Fee | 6.5%（含运费和包装费） |
| 支付处理费 Payment Processing | 3% + $0.25（美国区） |
| Offsite Ads | 12% 或 15%（见上表） |
⚠️ 数据获取说明：Walmart Seller Center（sellerhelp.walmart.com）目前存在 CAPTCHA 限制，无法通过自动化方式访问官方原文。以下数据为公开信息汇总，未完成官方原文引用核实，请直接访问官方来源确认最新标准。
| 指标 | 参考要求 | 官方链接 |
|---|---|---|
| 准时配送率 | ≥ 95% | Walmart Seller Performance |
| 订单取消率 | < 2% | 同上 |
| 有效追踪率 | > 99% | 同上 |
| 买家评分 | ≥ 4.0 星 | 同上 |
⚠️ 以上数据未经官方原文核实，请以 sellerhelp.walmart.com 最新页面为准
Shopify 本身无绩效封号机制，主要风险来自流量来源的广告平台：
| 风险来源 | 风险说明 |
|---|---|
| Meta 广告拒审 | 多次违规素材 → BM 账号封禁 |
| 信用卡拒付率 > 1% | Stripe/PayPal 可能暂停支付通道 |
| GDPR/CCPA 违规 | 数据合规不足 → 罚款风险 |
官方合规资源：
- Meta 广告政策：Meta Advertising Standards
- Visa/Mastercard 拒付阈值：通过支付服务商（如 Stripe）获取最新标准
官方来源：Shopify Pricing
| 套餐 | 月费 | 信用卡手续费（在线） |
|---|---|---|
| Basic | $39 | 2.9% + $0.30 |
| Shopify | $105 | 2.6% + $0.30 |
| Advanced | $399 | 2.4% + $0.30 |
| 平台 | 核心绩效红线 | 官方来源 |
|---|---|---|
| Amazon | ODR < 1%; 取消率 < 2.5%; AHR ≥ 100 不停号 | sellercentral.amazon.com/help/hub/reference/external |
| TikTok Shop | AHR ≥ 200 绿区; 降至 0 永久停号 | seller-us.tiktok.com/university |
| eBay | 缺陷率 ≤ 2%; 纠纷关闭率 ≤ 0.3% | export.ebay.com/en/growth/seller-performance |
| Etsy | 消息回复 ≥ 80%/48h; 准时发货 ≥ 80%; 纠纷退款 < 1% | help.etsy.com/hc/en-us/articles/360036207794 |
| Walmart | 需直接查阅 sellerhelp.walmart.com | 无法核实 |
| 平台 | 申诉机制 |
|---|---|
| Amazon | 通过 Account Health 页面提交 POA；AHR ≥ 100 恢复 |
| TikTok Shop | Seller Center 内申诉；最多 2 次/违规；首次 30 天内，二次 15 天内 |
| eBay | 通过 Seller Hub 申诉，需提供交易证明 |
| Etsy | 通过 Help Center 申诉（listing 移除后 90 天内） |
| 认证 | 适用产品 | 官方来源 |
|---|---|---|
| FCC 认证 | 电子/无线设备 | fcc.gov/consumers/guides/fcc-id-numbers |
| FDA 注册 | 食品/化妆品/医疗器械 | fda.gov/registration |
| CPSC/ASTM | 儿童玩具/用品 | cpsc.gov |
| California Prop 65 | 含特定化学物质商品 | P65Warnings.ca.gov |
| 平台 | 是否代扣代缴 |
|---|---|
| Amazon | ✅ 全部 50 州 |
| TikTok Shop | ✅ 大部分州 |
| eBay | ✅ 大部分州 |
| Etsy | ✅ 大部分州 |
| Walmart | ✅ 全部 50 州 |
| Shopify | ❌ 需自行配置（建议用 TaxJar/Avalara） |
| 工具 | 用途 | 来源 |
|---|---|---|
| USPTO 商标注册 | 美国商标保护 | uspto.gov/trademarks |
| Amazon Brand Registry | 品牌保护 + A+ Content | brandregistry.amazon.com |
| eBay VeRO | 侵权举报/防护 | ebay.com/help/policies/intellectual-property-policies/vero-program |
本文件中所有绩效标准数据均有对应的官方原文引用。数字要素（AHR 分数、百分比阈值等）均直接摘自官方英文页面，不作主观估算。
官方帮助中心：