假日季最佳实践

同时处理库存、订单和买家消息会让您在假日季异常繁忙。为了帮助您高效地管理这一切,我们整理了以下成功销售的“最佳实践”。从提供让买家满意的一流客户服务,到积极管理库存或处理负面反馈,我们为您提供了各种建议,助您轻松应对假日销售高峰。

持续追踪您的库存和订单

积极管理您的库存

积极管理您的库存是应对繁忙销售季最有效的策略之一。确保您最畅销的商品有充足的库存。及时更新卖家平台中的库存数量,至少每天检查一次。将处理时间(备货时间)设定为您可以实现的时间范围。处理时间不符合实际会造成买家的购物体验不佳。

将您的商品与我们目录中的正确 ASIN 匹配。错误匹配的商品会造成买家联系、亚马逊商城交易保障索赔或信用卡拒付次数增加。您的商品必须与详情页面上显示的商品完全一致。不要发布缺少零件或组件、存在缺陷或已残损的商品。不接受在商品的备注字段中标识这些差异。

请注意,必须先处理库存文件上传中的所有商品,然后相应更改才会显示在亚马逊网站上。如果您做出的更改具有时效性,请使用单独的库存文件先上传这些商品。详细了解商品和商品信息。

创建富有吸引力的商品详情页面

在亚马逊,我们一直尽力让每种商品分类的详情页面外观和风格能够保持一致。然而,对于商品展示的方式,各个分类的要求略有不同。我们的特定分类的模板非常方便您参考,可帮助您创建简洁、准确和富有吸引力的商品详情页面。

密切管理您的订单

密切注意假日销售季期间的订单状况。不要仅靠“已售出,即将发运”电子邮件来获知自己有订单。定期查看您的卖家平台账户中是否有订单,且每天配送新订单。

按时确认发货;延迟确认订单会造成买家体验不佳。当您确认订单时,请提供追踪编码、承运人、配送方式和服务级别。为买家提供追踪货件进度的方法是提供优质服务的重要环节。

尽快配送您的订单。这样做可以让您和买家有更多时间解决可能出现的任何问题,从而有助于避免任何订单缺陷。如果您分开配送同一订单中的多个商品,请在确认发货时创建单独的包裹,并提供每个包裹的追踪信息。

考虑重新发布畅销的缺货商品

如果您是专业卖家,当有大量潜在买家正在搜索您曾经在亚马逊上销售的商品时,我们会通过电子邮件通知您。如果您收到“畅销商品缺货”之类的通知,请充分利用最近买家对商品的兴趣,在假日销售季再次销售该商品。

提供一流的客户服务

为买家提供令其满意的一流客户服务

为买家留下持久的印象:在假日销售季期间提供一流的客户服务。尽量在 24 小时内回复买家的所有询问。为订单增加个性化服务 - 包括在装箱单上加入感谢的字句。 按照我们的沟通指南,礼貌地与买家沟通,并快速专业地解决任何问题。 提供一流的服务通常可以让买家满意!

创建亚马逊商品推广以提高曝光率

在熙熙攘攘的假日商城中,各种商品报价和商品如此之多,以致于您的亚马逊商品很难从中脱颖而出。您的商品广告能否出现在相关搜索结果的首页,可能是您假日销售季成败的关键。

通过亚马逊广告计划亚马逊商品推广,您可以对特定关键词进行竞价,这样,当亚马逊的买家搜索其中一个关键词时,您的广告便有资格显示在搜索结果首页。广告曝光免费,您只需在买家点击您的广告并访问您的商品详情页面时付费。

提供促销和免费配送服务

假日购物者喜欢促销活动。买家在线购物时会查看各种促销优惠。

  • 提供促销(了解何时创建促销以及如何创建成功的促销)

  • 创建促销(了解有关如何创建、编辑和复制促销的最佳实践。)

提供加急配送服务

快速配送在假日期间对买家尤其重要。提供“次日达”和“隔日达”配送服务可以提高订单量,因为这为买家多留出了几天时间在假日到来之前下单。 为所有商品系列和非媒介类商品(图书、音乐、影视)设置运费

详细了解配送媒介类商品(图书、音乐、影视)。

提供礼品服务

不要纠结是否在假日期间提供礼品服务。对于希望在购买商品时体验个性服务的买家而言,礼品包装选项在假日期间备受他们的欢迎。请查看礼品概览,了解如何为买家提供两种选择:在购买的商品中随附礼品消息或提供礼品包装服务。 了解如何管理礼品选项。

监控您的指标和反馈

处理负面反馈

在亚马逊上销售商品时,您有责任与买家一起解决任何分歧。沟通通常是关键所在 - 只需解释延迟原因或消除买家疑虑便可解决大部分问题。但是有时候,某些订单会导致卖家收到买家的负面反馈。

大部分卖家最终都会收到一些负面反馈。遇到这种情况要客观看待:0-2% 的负面反馈率已经很不错了。如果您的负面反馈率高于 5%,请审查您的业务实践,以更正可能影响买家体验的任何运营问题。请注意,您可以使用反馈管理器来回复反馈。但在此之前,我们建议您联系买家,与其共同解决有关交易的任何问题。如果买家认为解决方法适当,可能会删除反馈。详细了解删除反馈以及如何提高反馈评分。

处理退货、退款和亚马逊商城交易保障索赔

及时解决亚马逊商城交易保障索赔和服务信用卡拒付。每天查看您的亚马逊商城交易保障索赔页面,并积极解决任何问题。为了帮助您避免承担索赔赔偿,请遵循我们的销售政策。

为了改善客户服务,除了退还基本的订单成本外,偶尔您可能想要对订单问题对买家作出补偿。您可以通过卖家账户的管理订单部分发放优惠。

详细了解如何解决亚马逊商城交易保障索赔,并了解信用卡拒付。了解如何发放优惠和退款。

定期监控您的卖家指标

您的卖家指标显示了您在我们的绩效目标方面表现如何。经常监控您的账户状况控制面板,这样您就可以立即发现并解决运营问题。订单缺陷率(负面反馈、亚马逊商城交易保障索赔和信用卡拒付)过高会导致账户被暂停甚至关闭。每天查看您的反馈和亚马逊商城交易保障索赔页面,并积极解决任何问题。

确保您的账户和安全信息处于最新状态

更新您的设置、账户信息和政策

将您卖家账户中的电子邮件联系信息保持最新,并确保您的电子邮件程序或互联网服务提供商不会将亚马逊邮件当作垃圾邮件过滤掉。确保您账户中的信用卡和银行卡号是最新的。

验证您的店铺设置是否为最新,并发布客户服务电话号码(如有)。

请注意,根据亚马逊政策,您不得在亚马逊上的任何地方显示您的 URL 的任何部分或版本(例如 .com、dot com、.net 等)。详细了解设置和政策。

保持安全意识

不要将您的账户密码或电子邮件分享给您未授权使用这些信息的任何人。阅读我们有关如何确保账户信息安全的建议。 为您的所有亚马逊账户设置两步验证

将您的订单设置为仅接受亚马逊商城支付。如果卖家在亚马逊商城支付系统之外参与可能存在合法性问题的交易,则无法享受交易保护。

如果买家要求您发货的地址与其亚马逊上提供的地址不同,请取消订单,然后请买家使用正确的地址重新下单。我们大家都越来越关注欺诈性电子邮件(或“网络钓鱼”)。这些电子邮件试图获取您的机密信息(例如您的用户账户和密码),然后使用这些信息盗用您的账户。


 亚马逊官网原文详情:

Holiday Season Best Practices

Juggling inventory, orders, and customer contacts can keep you extremely busy during the holiday season. To help you manage it all effectively, we've put together the following "best practices" for successful selling. From delighting your customers with great customer service, to proactively managing your inventory or dealing with negative feedback, we have ideas that may help you navigate the holiday selling rush.

Keep track of your inventory and orders

Manage your inventory proactively

Managing your inventory proactively is one of the most effective strategies during busy selling seasons. Make sure you have enough stock available for your most popular products. Keep quantities up to date in Seller Central, checking them at least daily. Set the handling time (lead time-to-ship) to a range you can achieve. Unrealistic handling times can lead to a poor buyer experience.

Match your products to the correct ASIN in our catalogue. Mismatched listings can result in increased buyer contacts, A-to-z Guarantee claims, or credit card chargebacks. Your products must be exactly the same as the product is represented on the detail page. You can’t list products that are missing parts or components, are defective, or are damaged. Identifying these differences in the comments field of the listing is not acceptable.

Remember that all products in an inventory file upload must be processed before any of the changes appear on Amazon. If you have time-sensitive changes, upload those first in a separate inventory file. Learn more about products and listings.

Create compelling product detail pages

At Amazon, we do our best to provide a consistent look and feel in every category. However, each category has slightly different requirements about how its products are displayed. Our category-specific templates are a convenient reference to help you create concise, accurate, and compelling detail pages for your products.

Manage your orders closely

Stay on top of orders during the holiday season. Don't rely solely on "Sold, ship now" emails to let you know you have orders. Check your Seller Central account frequently for orders and fulfill new orders daily.

Confirm shipments on time; orders that are confirmed late can lead to a poor buyer experience. When you confirm your orders, provide tracking numbers, carrier, shipping method, and service level. Giving buyers a way to track shipment progress is an important part of providing good service.

Ship your orders as soon as possible. Doing so will give you and the buyer more time to resolve any problems that might arise, which will help prevent any defects in your orders. If you ship products from the same order separately, create separate packages when you confirm the shipments, and provide tracking information for each.

Consider relisting popular out-of-stock products

If you’re a Professional seller, we’ll notify you via email when a significant number of potential buyers are looking for a product you once sold on Amazon. If you receive one of these popular out-of-stock notifications, take advantage of the recent buyer interest in the product and offer it again for the holiday season.

Provide great customer service

Delight buyers with great customer service

Make an impression on buyers that will last: provide excellent customer service during the holiday season. Make a point of responding to all of their inquiries within 24 hours. Add a personal touch to orders—include "thank you" notes on packing slips. Be courteous in your correspondence with buyers as per our communication guidelines, and address any problems quickly and professionally. Providing world-class service usually results in buyer appreciation.

Create Sponsored Products to gain visibility

In a crowded holiday market, with so many offers and products it can be very difficult to make your Amazon listings stand out. Having your product ads appear on the first page of relevant search results may make the difference between a holiday season that is successful and one that is not.

With Amazon’s advertisement program, Sponsored Products, you bid for specific keywords so when an Amazon shopper searches for one of these keywords, your ad is eligible to display on the first page of the search results. Impressions are free and you only pay when a shopper clicks on your ad and visits your product’s detail page.

Offer promotions and free shipping

Holiday shoppers love promotions. When shopping online, buyers look at the whole range of promotional offerings.

  • Offer promotions (Read about when to create a promotion and what a successful one looks like)

  • Create a promotion (Learn best practices on how to create, edit, and duplicate promotions.)

Offer expedited shipping

Speedy shipping is especially important to buyers during the holidays. Offering One-Day and Two-Day shipping can increase order volume as it provides buyers with a couple of extra days to place an order with you before the date of the holiday. Set your shipping rates for all product lines and non-BMVD Products.

Learn more about shipping books, music, videos, and DVDs (BMVD) products.

Offer gift services

Don’t get wrapped up in trying to decide whether or not to offer gift services this holiday. Gift wrap options are popular during the holiday with buyers looking to add that special touch to their purchases. Check out the gifting overview to learn how to give buyers the option to include a gift message with their purchase, or have it gift-wrapped. Learn how to manage gift options.

Monitor your metrics and feedback

Deal with negative feedback

When you sell on Amazon, it’s your responsibility to work with the buyer to resolve any differences. Communication is usually the key–simply explaining a delay or reassuring a buyer puts most issues to rest. But sometimes an order results in the seller receiving negative feedback from the buyer.

Most sellers will eventually receive some negative feedback. When it happens to you, put it in perspective: a 0-2% negative feedback rate is great. If your negative feedback rate is greater than 5%, review your business practices to correct any operational problems that might affect a buyer's experience. Remember that you can respond to feedback using the Feedback Manager. But before you do, we encourage you to contact the buyer and work together to resolve any issues regarding the transaction. The buyer could then remove the feedback if they feel it would be appropriate. Learn more about feedback removal and how to improve your feedback rating.

Handle returns, refunds, and A-to-z Guarantee claims

Address A-to-z Guarantee claims and service chargebacks promptly. Check your A-to-z Guarantee claim pages daily, and proactively resolve any issues. To help prevent being held responsible for the reimbursement of a claim, follow our selling policies.

In the interest of customer service, you may occasionally want to compensate buyers for order issues aside from or in addition to refunding basic order costs. You can issue concessions using the Manage Orders section of your seller account.

Learn more about resolving A-to-z Guarantee claims and read about chargebacks. Learn how to issue concessions and refunds.

Monitor your customer metrics regularly

Your customer metrics indicate how you are doing with respect to our performance targets. Monitor your Account Health Dashboard frequently so you can spot and resolve operational problems promptly. Excessive order defect rates (negative feedback, A-to-z Guarantee claims, and chargebacks) can cause account suspensions and even account closures. Check your feedback and A-to-z Guarantee claim pages daily, and proactively resolve any issues.

Ensure your account and security info is up to date

Update your settings, account information, and policies

Keep your email contact information is up to date in your seller account, and make sure that Amazon email is not being filtered as spam by your email program or Internet service provider. Make sure that your credit card and bank account numbers in your account are current.

Verify that your store settings are up to date and post a customer service phone number if you have one.

Remember, by Amazon policy, you cannot display any portion or version of your URL (such as .com, dot com, .net, and so on) anywhere on Amazon. Learn more about settings and policies.

Keep safety and security in mind

Don't share your account password or email with anyone you haven't authorized to use it. Read our suggestions for how to keep your account information secure. Set up Two-Step Verification for all of your Amazon accounts.

Only accept Marketplace Payments by Amazon for your orders. Sellers are not protected against transactions that may or may not be legitimate if they are engaged in those transactions outside of the Marketplace Payments by Amazon system.

If the customer asks you to ship to an address different from the one provided by Amazon, cancel the order. Then ask the customer to place a new order with the correct address. Spoofed email (or "phishing") is becoming an increasing concern for all of us. These emails attempt to obtain your confidential information, such as your user account and password; this information is then used to gain fraudulent access to your accounts. Learn how to identify and report “spoofed” emails to Amazon.

 文章来源:亚马逊官方网站