关于品牌控制面板

品牌控制面板入门

品牌控制面板是一种专供品牌方优化其亚马逊业务的工具。品牌控制面板将会帮助您发现提升买家体验、流量和转化率的机会。本页面介绍了如何使用品牌控制面板：

品牌健康度

买家希望可随时以实惠的价格买到心仪的商品，并且可以享受到 Prime 配送的方便快捷。亚马逊非常重视买家的这些诉求，并且在买家体验方面对商城的所有卖家设置了很高的标准。要达到这些标准并提供优质的买家体验，您可以查看并解决以下几方面的品牌健康度问题：

• Prime 资格： 如果商品为 Prime 商品，那么可以为买家带来更好的购物体验，转化率也会更高。将商品注册加入亚马逊物流或卖家自配送 Prime，使其成为 Prime 商品。

• 有存货率： 缺货可能会对买家体验、流量和销量产生不利影响，这种影响可能是短期的，也可能是长期的。为商品补货，以保证商品随时都有存货。

• 价格竞争力*： 使商品保持有竞争力的价格可以增加其在商品详情页面上成为推荐报价的机会，还可以提高商品在搜索时的被发现机率。将您的商品价格（加上运费）设置为等于或低于有竞争力的价格，以确保您的商品有资格成为商品详情页面上的推荐报价。

• 选品范围**：不直接提供最佳选品可能会对买家体验、流量和销量产生不利影响，这种影响可能是短期的，也可能是长期的。确定您可能想要直接报价的商品，来增加选品范围。

* 如果我们未发现其他零售商在销售您品牌的商品，则不会显示相关商品的价格竞争力信息。

**选品范围信息尚未向所有品牌提供。

如果您拥有具有较大影响的 ASIN，亚马逊还会在品牌控制面板中显示具有较大影响的 ASIN 在过去 30 天和过去三个月的绩效情况，并将其与高绩效目标进行比较。具有较大影响的 ASIN 是对买家和您在亚马逊上的业务至关重要的商品，其具有多个重要因素，例如，与亚马逊上的其他商品相比，这些商品的页面浏览量更高，或者可能会更早看出销售潜力。我们会定期评估 ASIN，以确定其是否符合具有较大影响的资格，并且可能会根据所进行的评估，取消之前选定的某些具有较大影响的 ASIN。

要使您的绩效达到买家体验标准，请使用品牌控制面板确定具有较大影响的商品存在的问题，并采取措施解决这些问题。如果您的品牌绩效在一段时间内都没有达到买家体验标准，那么您可能无法继续享受某些品牌优势或销售权限，直到您的绩效重新达到买家体验标准。如果您的品牌绩效一直无法达到买家体验标准，那么您可能会丧失您所享受的优势，我们会在撤销您账户所享受的优势之前通知您。

要了解更多信息，请参阅品牌健康度部分。

要查看适用于在亚马逊上销售商品的所有品牌的政策，请访问在亚马逊店铺销售商品的品牌标准政策。

转化率建议

高品质的详情页面和商品好评可以提升您的商品转化率。我们会追踪您可以改进的商品数量，其中包括缺少商品描述、要点或图片等情况。我们发现，如果品牌精心创建高品质的详情页面，那么买家就更有可能购买该品牌的商品。

要了解更多信息，请参阅转化率部分。

流量建议

优化搜索关键词和发布广告有助于提高商品详情页面的流量。我们会追踪您有多少商品可以通过优化搜索关键词或采用商品推广广告来提高流量。

要了解更多信息，请参阅流量部分。

新商品优化器

我们总结了一些最佳实践，如果您能将其合理运用到新发布的 ASIN，对相关商品的销售业绩一定会大有帮助。如果您能够在 60 天内完成我们推荐的所有新商品优化器最佳实践，将会提升买家体验，销量也可能会有所提高。

要了解更多信息，请参阅新商品优化器部分。

ASIN 搜索词优化

为了帮助买家在亚马逊上发现您的商品，您可以选择提交搜索词，这些搜索词应是买家在搜索时可能会使用，但尚未在页面上的其他字段中使用的词语。如果您是已注册的品牌，那么可以使用 ASIN 搜索词优化工具来确保您的搜索词符合亚马逊的最佳实践。

要了解更多信息，请参阅搜索词优化部分。

买家评论

通过品牌控制面板上的“买家评论”页面，品牌所有者可以轻松地追踪其品牌商品的所有新买家评论。关注买家的看法非常重要，这样有助于发现并纠正商品或商品信息缺陷、发现并举报滥用行为，或者对买家评论发表评论。在使用此功能之前，我们建议您参阅我们针对有关买家评论的常见问题所做的回复。

要了解更多信息，请参阅买家评论部分。

添加您的品牌

目前，只有在美国境内拥有自己的品牌或作为品牌代理、代表或制造商的卖家可以使用品牌控制面板。如果您有其他品牌未显示在品牌控制面板上，请联系销售伙伴支持。

 亚马逊官网原文详情：

About the Brand Dashboard

Getting started with the Brand Dashboard

The Brand Dashboard is a tool available exclusively for brands to optimize their business on Amazon. The Brand Dashboard will help you identify opportunities to improve the customer experience, traffic, and conversion. This page contains information on how to use the Brand Dashboard:

Brand Health

Customers expect products to be consistently available to purchase, at competitive prices, and with the convenience of Prime shipping. Amazon values these expectations and holds high customer experience standards for all sellers in our store. To maintain these standards and provide a great customer experience, you can review and resolve your Brand Health issues for the following metrics:

• Prime Eligibility: Products that are eligible for Prime can ensure a better shopping experience and may see higher conversion rate. Enroll your products in Fulfillment by Amazon or Seller Fulfilled Prime to make them eligible for Prime.

• In-Stock Rate: Going out-of-stock may have both a short-term and long-term impact on customer experience, as well as your traffic and sales. Replenish your products to keep them in-stock.

• Price Competitiveness*: Keeping your prices sharp may improve your chances of becoming the featured offer on the product detail page and improve your offer's search discoverability. Set your price (+ shipping) at or below the competitive price to ensure that your offers are eligible to be the featured offer on the product detail page.

• Selection coverage**: not offering optimal selection directly may have both a short-term and long-term impact on customer experience, as well as your traffic and sales. Improve selection by identifying products that you may want to offer directly.

*If we did not find your branded products sold by other retailers, your Price Competitiveness information may not be available.

** selection coverage information is not yet available for all brands.

If you have High Impact ASINs, Amazon also displays the trailing 30 days and past three months performance of your High Impact ASINs on the Brand Dashboard, and compares it with a target for high performance. High Impact ASINs are products that may be important to customers and your business on Amazon, based on multiple factors such as those that receive a high number of page views compared to other products on Amazon or may show early signs of sale potential. We evaluate ASINs periodically to determine if they qualify as high impact and may remove a prior high impact designation on ASINs based on such review.

To maintain your performance against the customer experience standards, use the Brand Dashboard to identify issues for High Impact products, and take action to resolve them. If your brand underperforms relative to the customer experience standards over time, certain brand benefits or selling privileges may become unavailable until performance meets the customer experience standards. If your brand is ever at risk of losing benefits due to consistent under-performance of the customer experience standards, we will notify you before removing benefits from your account.

To learn more, see the Brand Health section.

To review the policy for all brands selling on Amazon, please visit the Standards for Brands Selling in the Amazon Store policy.

Conversion Recommendations

You can improve conversion on your products by having high-quality detail pages and good product reviews. We track the number of your products that can be improved, including cases where you are missing a product description, bullet points, or images. We have seen that customers are more likely to purchase a product when the brand has invested time in creating a high-quality detail page.

To learn more, see the Conversion section.

Traffic Recommendations

Optimizing search keywords and investing in advertising can help increase traffic for product detail pages. We track the number of your products that can be improved by optimizing search keywords or adopting Sponsored Ads.

To learn more, see the Traffic section.

New Product Optimizer

We identified best practices that may be correlated with ASIN success that we recommend adopting for your newly listed ASIN. Completing all of the recommended new product optimizer best practices within 60 days can improve the customer experience and potentially increase sales.

To learn more, see the New Product Optimizer section.

ASIN Search Terms Optimization

To help customers discover your products on Amazon, you have the option to submit Search Terms, which should be terms customers are likely to use in their search and which are not already used in other fields on the page. As a registered brand, you can make sure your Search Terms adhere to Amazon’s best practices with the ASIN Search Terms Optimization tool.

To learn more, see the Search Term Optimization section.

Customer Reviews

The customer reviews page on the Brand Dashboard provides brands with an easy way to keep track of all the new customer reviews on their brand’s products. Monitoring customer sentiment can be important to help identify and correct product or listings defects, detecting and reporting abuse, or commenting on customer reviews. Before using this feature, we recommend studying our answers to Frequently Asked Questions about customer reviews.

To learn more, see the Customer Reviews section.

Add your brands

The Brand Dashboard is currently only available in the U.S. for sellers who own a brand or who serve as an agent, representative or manufacturer of a brand. If you have additional Brands that are not reflecting on the Brand Dashboard, please contact Selling Partner Support.

 文章来源：亚马逊官方网站