消費(fèi)類電子產(chǎn)品

要在 Amazon.com 上獲得銷售成功，須遵循下列幾項(xiàng)指導(dǎo)：

• 選擇 - 您是否提供優(yōu)質(zhì)的商品？它們是否獨(dú)樹一幟？您所上架的商品越多，銷售機(jī)會越大。

• 出色的商品信息 - 買家所看到的信息是否能夠幫助您的商品脫穎而出？確保您的商品信息完整且準(zhǔn)確。

• 優(yōu)異的客戶服務(wù) - 您與買家的溝通是否及時(shí)、包裝是否牢固、購物選項(xiàng)是否有效？注重提供優(yōu)異的客戶服務(wù)。體驗(yàn)了滿意服務(wù)的買家會再次光臨誠信可靠的賣家。

• 圖片是否清晰？是否采用了白色背景？是否足以展示您售賣的商品？提供準(zhǔn)確清晰的圖片。

• 價(jià)格 - 您的商品價(jià)格是否具有競爭力？如果您的商品是獨(dú)一無二、特別定制或收藏級的商品，買家是否具備足夠的信息來評判價(jià)格的合理性？

• 有效的商品促銷 - 您的商品是否在最精準(zhǔn)的分類節(jié)點(diǎn)上架？如果商品沒有在具體的分類節(jié)點(diǎn)上架，則不會出現(xiàn)在搜索或?yàn)g覽結(jié)果中，因此買家看到您的商品的幾率較低。搜索功能是買家用來查找商品的主要方法。買家使用瀏覽功能查看相關(guān)商品。如果您的商品在某個(gè)分類節(jié)點(diǎn)上架，但此節(jié)點(diǎn)不是最精準(zhǔn)的節(jié)點(diǎn)，買家能夠搜索到商品，但不能瀏覽商品。更確切地說，隨著買家深入瀏覽分類，他們無法看到您的商品，并且您會失去很大一部分的銷售機(jī)會。

消費(fèi)類電子產(chǎn)品捆綁銷售

捆綁銷售是一套補(bǔ)充商品。如果知道 UPC，則所有賣家都可為其他賣家創(chuàng)建的捆綁銷售提交一份商品信息；這些商品信息必須與原始捆綁銷售精確匹配，包括 UPC。如果不知道 UPC，則必須創(chuàng)建一個(gè)擁有新 UPC 的新捆綁銷售。所有捆綁銷售必須遵守 捆綁銷售指南且接受精確性和相關(guān)性審查，也可能沒有事先通知就被刪除。

所有消費(fèi)類電子產(chǎn)品捆綁銷售必須遵守以下指南：

• 捆綁銷售必須擁有唯一的 UPC（不是任何單獨(dú)商品的 UPC）

• 捆綁銷售必須包括補(bǔ)充性強(qiáng)的商品

• 與單獨(dú)商品相比，捆綁銷售必須為買家提供價(jià)值

• 捆綁銷售不能包括任何單獨(dú)保修商品或延期保修服務(wù)

限制捆綁銷售的數(shù)量可防止眾多重復(fù)的或近似重復(fù)的商品信息，從而幫助買家更輕松地找到特定的捆綁銷售。所有捆綁銷售必須接收精確性和相關(guān)性審查，也可能沒有事先通知就被刪除。

所有賣家都可根據(jù)其他賣家創(chuàng)建的捆綁銷售提交商品信息，但這些商品信息必須與原始捆綁銷售精確匹配，包括 UPC。

有關(guān)更多信息，請參見賣家平臺幫助中心的 政策。

績效指標(biāo)通常相互關(guān)聯(lián)：低反饋反映出賣家因缺貨出現(xiàn)大量退款、延遲發(fā)貨、未與買家良好溝通或者未完成訂單，因此產(chǎn)生交易保障索賠。您可以查看您的在線 績效摘要，了解您的績效基準(zhǔn)。

以下是我們目前的績效預(yù)期：

• ：目標(biāo)是 100% 正面反饋和 5 星評分。低于 5% 的負(fù)面評價(jià)應(yīng)是衡量您成功的標(biāo)準(zhǔn)。高于 5% 的數(shù)據(jù)則表示您應(yīng)當(dāng)審查您的商品質(zhì)量和交易執(zhí)行流程。

• 交易保障索賠率：目標(biāo)為低于 0.5% 的訂單。

• 退款率：目標(biāo)為低于已出售商品數(shù)量的 5%。

如果 30 天內(nèi)負(fù)面反饋超過 15%，您將收到由亞馬遜發(fā)出的一封績效警告郵件。我們也會密切監(jiān)控索賠和退款。如果您的反饋率上升，您也將收到由亞馬遜發(fā)出的一封績效警告郵件。多次績效警告可能導(dǎo)致賬戶終止。

如何改善？

1.積極管理并鼓勵(lì)反饋

• 在與買家的所有溝通過程中征求買家反饋，如包裹發(fā)票以及發(fā)貨確認(rèn)郵件。附上鏈接 http://www.amazon.com/exec/obidos/account-access-login/，并鼓勵(lì)買家點(diǎn)擊“給賣家反饋”鏈接。

• 對收到的每一項(xiàng)負(fù)面評價(jià)都要調(diào)查，找到問題的根本原因并加以解決。與買家配合，通過協(xié)商退款、換貨或贈送禮券，提升購物體驗(yàn)。

• 買家在提交后 60 日內(nèi)可以撤除任何交易的反饋。如果您確定問題已經(jīng)解決，請聯(lián)系您的買家，請求他們刪除負(fù)面反饋。

• Amazon.com 會在訂單日期后三十日內(nèi)給買家發(fā)送反饋日行電郵，提醒買家留下。

2. 提交商品關(guān)鍵詞。

• 搜索詞是買家在 Amazon.com 上定位商品最常用的的方法。優(yōu)質(zhì)的搜索項(xiàng)能夠提升您的曝光量。如需更多信息，請查看 相關(guān)幫助主題。

3. 使用分類樹指南 (BTG) 分類您的商品。

如上所述，如果商品沒有在具體的分類節(jié)點(diǎn)上架，則不會出現(xiàn)在搜索或?yàn)g覽結(jié)果中，因此買家看到您的商品的幾率較低。如果您的商品在某個(gè)分類節(jié)點(diǎn)上架，但此節(jié)點(diǎn)不是最精準(zhǔn)的節(jié)點(diǎn)，買家能夠搜索到商品，但不能瀏覽商品。更確切地說，隨著買家深入瀏覽分類，他們無法看到您的商品，并且您會失去很大一部分的銷售機(jī)會。

什么是分類樹指南？

分類樹指南 (BTG) 對 Amazon.com 生成樹狀瀏覽分類進(jìn)行了規(guī)定，以便買家能夠通過瀏覽找到商品。根據(jù)賣家提供的數(shù)據(jù)分類商品。

可在上述五個(gè)目錄字段中（商品類型、目標(biāo)消費(fèi)群體、用途、主題內(nèi)容和其他商品屬性）找到瀏覽常用的多數(shù)數(shù)據(jù)。Amazon.com 使用這些數(shù)據(jù)創(chuàng)建的各組分類稱為樹狀瀏覽分類。這些分類具有邏輯路徑結(jié)構(gòu)，因此用戶能夠在樹狀瀏覽分類中進(jìn)行點(diǎn)對點(diǎn)導(dǎo)航。路徑中的每個(gè)點(diǎn)即為一個(gè)分類節(jié)點(diǎn)。具有子類別的點(diǎn)稱為分支節(jié)點(diǎn)，而路徑終點(diǎn)的節(jié)點(diǎn)則稱為葉節(jié)點(diǎn)。分類節(jié)點(diǎn)由相應(yīng)的分類節(jié)點(diǎn) ID 識別。分類樹指南為特定類別文件，可從 分類樹指南 (BTG) 幫助頁面下載。

4. 鼓勵(lì)商品評論

• 詳情頁面中有買家正面評論的商品的轉(zhuǎn)化率（查看商品后即購買的訪客百分比）遠(yuǎn)高于沒有評論的商品的轉(zhuǎn)化率。發(fā)送發(fā)貨確認(rèn)郵件時(shí)，可添加購買商品的詳情頁面鏈接，并請求買家填寫商品評論。我們鼓勵(lì)您在發(fā)貨確認(rèn)電郵里附加一條（所售商品的）詳情鏈接，請求買家填寫商品評論。如果您為買家留下反饋或填寫商品評論創(chuàng)造了便利，那么買家的回應(yīng)一定會帶給您驚喜！

5. 再次檢查上架商品的價(jià)格、圖片和內(nèi)容。

• 優(yōu)質(zhì)的詳情頁面應(yīng)包含有醒目的描述性商品名稱、清晰且鼓動(dòng)人心的商品圖片、簡潔明了的特性要點(diǎn)、富有獨(dú)創(chuàng)性的商品描述和令人難以抗拒的價(jià)格。

• 優(yōu)質(zhì)的詳情頁面同樣還應(yīng)包含有用的商品評論（可鼓勵(lì)買家提供）。

• 詳情頁面典范示例

6. 檢查您的配送方式。是否正確？意思是否明確？

7. 您的亞馬遜商城交易保障索賠數(shù)量多嗎？根本原因是什么？是否有問題未處理？

8.庫存輸入是否成功？是否有出錯(cuò)消息未處理？

請?zhí)顚?nbsp;聯(lián)系我們表格聯(lián)系亞馬遜技術(shù)支持小組。

Consumer Electronics

Successful selling on Amazon comes from following a few simple guidelines.

• Selection - Do you offer great products? Are they unique? The more products you offer, the better your chances are for a sale.

• Great Product Information - Do customers have the information they need to differentiate your product from others? Ensure your product information is complete and correct.

• Excellent Customer Service - Do you provide timely communication, safe packaging, and efficient shipping options? Focus intently on providing excellent customer service; satisfied customers return to proven, trusted sellers.

• Clear, High-Quality Images - Is the image clear, on a white background, and is it a good representation of the product you are selling? Provide accurate and clear images.

• Price - Are your products priced competitively? If they are unique, customized, or collectors items, do customers have enough information to justify the price?

• Effective Product Merchandising - Is your product listed within the most correct and specific browse node? If a product is not listed within a browse node, it will not be available in either Search or Browse results; therefore, there is a low chance that customers will ever see your products. The Search feature is the key method customers use to find products. Customers use the Browse feature to view related products. If your item is listed in a browse node, but not the most specific node possible, it will be searchable but not browseable; that is, as customers browse deeper into categories, they won't see your products, and you could be missing half of your possible sales.

Consumer Electronics Bundles

A bundle is a set of complementary items. All sellers can submit a listing for a bundle created by another merchant if the UPC is known; these listings must exactly match the original bundle, including the UPC. If the UPC is not known, a new bundle with a new UPC must be created instead. All Bundles must follow the bundle guidelines and are subject to review for accuracy and relevance, and may be removed without notice.

All consumer electronics bundles must follow these guidelines:

• Bundle must have a unique UPC (not the UPC from any individual item)

• Bundle must contain items which are highly complementary

• Bundle must provide a value to the customer, as compared to the individual items

• Bundle cannot contain any separate warranty products or extended service plans

Limiting the number of bundles helps customers find specific bundles more easily by preventing many of the duplicate or near-duplicate listings. All Bundles are subject to review for accuracy and relevance and may be removed without notice.

All merchants can submit listings against bundles created by other merchants, but these listings must exactly match the original bundle, including UPC.

For more information, see Policies in Seller Central Help.

Improving Your Performance

Performance metrics often interrelate: low feedback can reflect that a seller is making too many refunds for out-of-stock product, has delayed shipping, is not communicating well with customers, or is failing to fulfill orders and therefore is generating A-to-z Guarantee claims. For a baseline of your performance, you can access your online Performance Summary.

Our current performance expectations are as follows:

• Feedback: The goal is 100% positive ratings and a score of 5 stars. Less than 5% negative should be your measure of success. Anything above 5% should prompt you to investigate your product quality and your fulfillment procedures.

• A-to-z Guarantee Claim Rate: The goal is less than 0.5% of orders.

• Refund Rate: The goal is less than 5% of the number of units sold.

If negative feedback exceeds 15% over a 30 day period, we will notify you with a Performance Warning e-mail. We also closely monitor claims and refunds closely; if we see that your feedback rates are rising, we will also send a Performance Warning. Multiple Performance Warnings can lead to account termination.

To contact Amazon's technical support team, please use the Contact Us form.

How do I improve?

1. Actively manage and encourage feedback

• Solicit feedback in all communications that go out to the customer, such as the invoice in the package, as well as in the shipping confirmation e-mail. Include a link to http://www.amazon.com/exec/obidos/account-access-login/, and encourage customers to click the Leave seller feedback link.

• Investigate every negative feedback you receive to track the root cause of that problem and then work to resolve it. Work with the customer to make the experience better, by issuing a refund, shipping a replacement item, or even sending a complimentary gift certificate.

• Buyers can remove feedback for any transaction up to 60 days after the date they submitted their feedback. If you believe you've corrected the problem, contact your customer and ask them to remove their negative feedback.

• Amazon sends a feedback reminder e-mail thirty days after the order date to remind buyers to leave feedback.

2. Submit keywords for your products.

   Search words are the most common way customers locate products on Amazon. Good search terms increase your visibility. See the related help topic for more information.

1. Use the Browse Tree Guide (BTG) to classify your products.

   If a product is not listed within a browse node, it will not be available in either Search or Browse results; therefore, there is a low chance that customers will ever see your products. If your item is listed in a browse node, but not the most specific node possible, it will be searchable but not browseable - that is, as customers browse deeper into categories, they won't see your products, and you could be missing half of your possible sales.

1. Encourage product reviews. Conversion rate (percentage of visitors who buy after viewing the product) for products with positive customer reviews on detail pages is much higher than for products that have no reviews.

• When you send your shipping confirmation e-mail, include a link to the product detail page for the purchased product and ask your customer to write a review of the product.

• We encourage you to include a link to the product detail page of the product which the customer just purchased from you in the shipping confirmation e-mail that requests customers to write a review for the product.

• Customers are more likely to respond if you make it easy for them to leave you feedback or write reviews for your products.

2. Check your prices, images and content for the offers you are listing against.

• A good detail page contains a descriptive and eye-catching product title, clear and inspiring product images, clear and concise bullet points, imaginative and descriptive product descriptions, and a compelling price.

• Good detail pages also contain helpful product reviews which you can encourage your customers to provide.

3. Check your shipping methods. Are they accurate? Do they make sense?

4. Do you have a high number of A-to-z Guarantee claims? What are the root causes? Are there issues you have not addressed?

5. Are your inventory feeds successful? Do you have error messages that you have not addressed?

What is BTG?

The Browse Tree Guide (BTG) contains the rules Amazon uses to populate browse trees so customers can find products when using Browse. To categorize products, Amazon relies upon data supplied by sellers. BTGs are category specific documents and can be downloaded from the Browse Tree Guide (BTG) Help page.

The majority of the data used by Browse is found in the five catalog fields (ItemType, TargetAudience, UsedFor, SubjectContent and OtherItemAttributes). Amazon uses this data to create groups of categories called browse trees. These categories are structured in logical paths so that users can navigate from point to point in the browse tree. Each point in the path is a browse node. A point that has subcategories is a branch node, and a node that is the terminal point in the path is a leaf node. Browse nodes are identified by their browse.

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特別聲明：以上文章內(nèi)容僅代表作者本人觀點(diǎn)，不代表ESG跨境電商觀點(diǎn)或立場。如有關(guān)于作品內(nèi)容、版權(quán)或其它問題請于作品發(fā)表后的30日內(nèi)與ESG跨境電商聯(lián)系。