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Amazon.com 上的成功要素

要在 Amazon.com 上获得销售成功，须遵循下列几项指导。

选品

您的选品广泛吗？它们是否独树一帜？您所上架的商品越多，销售机会越大。

出色的商品信息

买家所看到的信息是否能够帮助您的商品脱颖而出？您的商品信息里，一定要包含买家所需的所有版本信息和平台信息。

优异的客户服务

您与买家的沟通是否及时、包装是否牢固、购物选项是否有效？一心一意，专注地做好优异的客户服务。只有口碑好、可信任的卖家才会赢得回头客。

清晰且高质量的图片

图片是否清晰？大小是否足以在白色背景上看清盒子上的名称？是否足以展示您售卖的商品？这些简单的因素对销售影响很大。

价格

您的商品价格和运费具有竞争力吗？如果您的商品是独一无二、成套或收藏级的商品，买家是否具备足够的信息来评判价格的合理性？

有效的商品推销

您的商品是否被列进了类别里最合适的浏览节点？如果没有，请重新按照“卖家平台”帮助部分的浏览树指南升级所需的浏览关键词。同时，需要注意的是，搜索功能是买家用来查找商品的主要方法。买家使用浏览功能查看相关商品。如果您的商品在某个分类节点上架，但此节点不是最精准的节点，买家能够搜索到商品，但不能浏览商品。更确切地说，随着买家深入浏览分类，他们无法看到您的商品，并且您会失去很大一部分的销售机会。

提高您的绩效

绩效指标通常相互关联：低反馈反映出卖家因缺货出现大量退款、延迟发货、未与买家良好沟通或者未完成订单，因此产生亚马逊商城交易保障索赔。您可以查看您的在线 绩效摘要，了解您的绩效基准。以下是我们目前的绩效预期：

反馈

目标是 100% 正面反馈和 5 星评分。低于 5% 的负面评价应是衡量您成功的标准。高于 5% 的数据则表示您应当审查您的商品质量和交易执行流程。

亚马逊商城交易保障索赔率

目标为低于 0.5% 的订单。

退款率

目标为低于已出售商品数量的 5%。

如果 30 天内负面反馈超过 15%，您将收到由亚马逊发出的一封绩效警告邮件。我们也会密切监控索赔和退款。如果您的反馈率上升，您也将收到由亚马逊发出的一封绩效警告邮件。多次绩效警告可能导致账户终止。

如何改善？

积极管理并鼓励反馈

• 在与买家的所有沟通过程中征求买家反馈，如包裹发票以及发货确认邮件。附上账户链接 http://www.amazon.com/exec/obidos/account-access-login/，并鼓励买家点击“给卖家反馈”链接。

• 对收到的每一项负面评价都要调查，找到问题的根本原因并加以解决。与买家配合，通过协商退款、换货或赠送礼券，提升购物体验。

• 买家在提交反馈后 60 日内可以撤除任何交易的反馈。如果您确定问题已经解决，请联系您的买家，请求他们删除负面反馈。

• Amazon.com 会在订单日期后三十日内给买家发送反馈日行电邮，提醒买家留下反馈。

提交商品关键词

搜索词是买家在 Amazon.com 上定位商品最常用的的方法。优质的搜索项能够提升您的曝光量。如需更多信息，请查看 相关帮助主题。

使用分类树指南 (BTG) 分类您的商品

• 如上所述，如果商品没有在具体的分类节点上架，则不会出现在搜索或浏览结果中，因此买家看到您的商品的几率较低。如果您的商品在某个分类节点上架，但此节点不是最精准的节点，买家能够搜索到商品，但不能浏览商品。更确切地说，随着买家深入浏览分类，他们无法看到您的商品，并且您会失去很大一部分的销售机会。

• 什么是分类树指南？分类树指南 (BTG) 对 Amazon.com 生成树状浏览分类进行了规定，以便买家能够通过浏览找到商品。亚马逊根据卖家提供的数据分类商品。可在上述五个目录字段中（商品类型、目标消费群体、用途、主题内容和其他商品属性）找到浏览常用的多数数据。Amazon.com 使用这些数据创建的各组分类称为树状浏览分类。这些分类具有逻辑路径结构，因此用户能够在树状浏览分类中进行点对点导航。路径中的每个点即为一个分类节点。具有子类别的点称为分支节点，而路径终点的节点则称为叶节点。分类节点由相应的分类节点 ID 识别。分类树指南为特定类别文件，可从 卖家平台帮助中找到。

鼓励商品评论

详情页面中有买家正面评论的商品的转化率（查看商品后即购买的访客百分比）远高于没有评论的商品的转化率。发送发货确认邮件时，可添加购买商品的详情页面链接，并请求买家填写商品评论。我们鼓励您在发货确认电邮里附加一条（所售商品的）详情链接，请求买家填写商品评论。如果您为买家留下反馈或填写商品评论创造了便利，那么买家的回应一定会带给您惊喜！

再次检查上架商品的价格、图片和内容。

• 优质的详情页面应包含有醒目的描述性商品名称、清晰且鼓动人心的商品图片、简洁明了的特性要点、富有独创性的商品描述和令人难以抗拒的价格。

• 优质的详情页面同样还应包含有用的商品评论（可鼓励买家提供）。

• 详情页面典范示例

检查您的配送方式。

是否正确？意思是否明确？

您的亚马逊商城交易保障索赔数量多吗？

根本原因是什么？是否有问题未处理？

库存输入是否成功？

是否有出错消息未处理？

请填写 联系我们表格联系亚马逊技术支持小组。

 亚马逊官网原文详情：

Success Factors on Amazon.com

Success factors on Amazon

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

Selection

Do you offer a wide selection of 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 contains all the versioning and platform information that the customer would need.

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, large enough to read the title on the box, on a white background, and is it a good representation of the product you are selling? These simple factors have a huge impact on sales.

Price

Are your product and shipping prices competitive? If they are unique, bundled, or collectors items, do customers have enough information to justify the price?

Effective Product Merchandising

Have your products been browsed into the most appropriated browse node within the category? If not, please review the browse tree guide in Seller Central's help section and update the browse keywords as needed. It's also important to note that 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.

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.

How do I improve?

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

Submit keywords for your products

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

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

• As mentioned above, 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.

• What is a BTG? The BTG is a guide that 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 merchants. The majority of the data used by Browse is found in the five catalog fields mentioned above (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 node IDs. BTGs are category specific documents and can be found in Seller Central Help.

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. You will be surprised how customers respond if you make it easy for them to leave you feedback or write reviews for your products!

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.

• Example of a good detail page.

Check your shipping methods

Are they accurate? Do they make sense?

Do you have a high number of A-to-z Guarantee claims?

What are the root causes? Are there issues you have not addressed?

Are your inventory feeds successful?

Do you have error messages that you have not addressed?

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

 文章来源：亚马逊官方网站