要在 Amazon.com 上获得销售成功，须遵循下列几项指导。
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。
目标为低于 0.5% 的订单。
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。
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。
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
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。
Success Factors on Amazon.com
Success factors on Amazon
Successful selling on Amazon comes from following a few simple guidelines.
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.
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:
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.
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.