关于亚马逊奥特莱斯

亚马逊奥特莱斯正逐渐成为买家购买高折扣减价商品、库存积压促销商品和清仓商品的理想之选。亚马逊奥特莱斯的选品种类丰富,涵盖从汽车用品和电子产品到服装、玩具等等各类商品。

您可以在管理冗余库存工具中查看亚马逊奥特莱斯限时促销推荐并创建促销,在亚马逊批准后显示在亚马逊奥特莱斯页面上。该解决方案可以很好地帮助您提高售出率、增加现金流、优化库存水平并降低总仓储费。

亚马逊奥特莱斯限时促销如何运作

卖家通过【管理冗余库存】页面的【创建清仓促销】部分提交最低折扣为 20% 的促销优惠,选定的促销将会在两周的固定时段内显示在亚马逊奥特莱斯页面上。使用亚马逊奥特莱斯不收取额外费用,仅收取标准配送费用和销售佣金。

要加入亚马逊奥特莱斯,您必须拥有专业销售计划,并且整体评分至少为 3.5 星。

ASIN 必须满足以下条件,才有资格显示在亚马逊奥特莱斯页面上:

  • 拥有在亚马逊运营中心至少存放 90 天的库存

  • 现有库存超过 10 件

  • 有销售历史记录

  • 处于新品状况

  • 商品评分至少为 3 星或没有评论

  • 目前未注册参与“订购省”计划

  • 目前未注册参与其他促销优惠

  • 在过去 60 天内没有参加过亚马逊奥特莱斯限时促销

  • 遵守亚马逊的买家商品评论政策和价格政策 。

管理冗余库存页面会根据买家需求和库龄等因素,显示亚马逊推荐了哪些符合要求的商品加入亚马逊奥特莱斯。对于亚马逊奥特莱斯的推荐商品,【符合清仓促销条件】的消息会显示在商品的当前价格下方,并且【购买按钮价格】右侧的下拉菜单会显示【创建清仓促销】。

注意: 并非所有符合条件的商品都会获得亚马逊奥特莱斯推荐。我们会定期评估 ASIN 是否符合要求,因此您每天看到的推荐商品可能不同。以“亚马逊奥特莱斯限时促销”形式推出的商品在促销结束后的 90 天内将不再符合加入亚马逊奥特莱斯的要求。更新您的商品设置有助于改善我们为您提供的建议,也有助于让您的商品再次获得推荐。(在管理冗余库存中,点击您的 ASIN 旁边下拉菜单中的【自定义 SKU 设置】)。

如何创建和管理亚马逊奥特莱斯限时促销

要创建亚马逊奥特莱斯限时促销,请按照以下步骤操作:

  1. 从卖家平台的【库存】下拉菜单中,选择【库存规划】。

  2. 点击 【管理冗余库存】 选项卡。

  3. 要筛选符合条件的库存,请点击【按条件显示推荐】设置中的【创建清仓促销】。

  4. 从符合条件的商品右侧的下拉菜单中,选择【创建清仓促销】。

  5. 在弹出窗口中,在【清仓促销价格】框中输入您的价格。 您的价格不得高于默认填写的最高价格。

    注意: 最高限时促销价格会考虑提供新品状况的该商品的卖家给出的最低价格。如果商品当前的销售价格在促销开始前发生变更,那么此价格可能会有所波动。促销开始后,如果商品的销售价格高于亚马逊奥特莱斯限时促销价格,亚马逊可能会取消此促销,恕不另行通知。

  6. 查看您的亚马逊奥特莱斯限时促销的开始日期和结束日期。

  7. 点击【提交】。

如果您的限时促销正确提交,系统将显示【清仓促销提交成功】的消息。如果您看到【最高促销价格为 $x】 的消息,请更改促销价格,使其低于或等于最高促销价格。

当获得批准的亚马逊奥特莱斯限时促销开始时,商品的价格将自动更改为促销价格。促销结束后,价格会变回促销前的价格。

如果您在亚马逊奥特莱斯限时促销期间将价格提高到最高促销价格以上,则促销活动将会被取消,并且可能会影响您今后参加亚马逊奥特莱斯限时促销的资格。

注意: 并非提交的所有亚马逊奥特莱斯限时促销都会获得批准。如果您的促销获得批准,我们会向您发送电子邮件。建议您在提交促销后的星期五查看您的清仓促销报告。要查找该报告,请从卖家平台的【数据报告】下拉菜单中选择【库存和销售报告】。清仓促销报告将会显示在页面左侧【销售额】下方的列表中。您也可以通过“管理冗余库存”页面访问该报告,方法是点击已提交 ASIN 的价格下的【在清仓促销报告中查看状态】。

如何查看亚马逊奥特莱斯限时促销的状态

您可以在清仓促销报告中查看促销的提交结果、促销开始和结束日期以及促销状态。

  1. 在卖家平台的【数据报告】下拉菜单中,选择【库存和销售报告】。

  2. 在左侧导航栏的【销售额】下,选择【清仓促销】。

您也可以通过【管理冗余库存】页面访问该报告,方法是点击一个已提交 ASIN 当前价格下面的【在清仓促销报告中查看状态】。

注意: 如果系统没有立即生成该 ASIN 的报告,请等待 24 小时再申请一次。您还可以选择更长的【事件日期】范围(例如,【最近 3 天】或【最近 7 天】)。

如何取消提交的亚马逊奥特莱斯限时促销

您可以在亚马逊完成审核之前取消提交的亚马逊奥特莱斯限时促销。

  1. 从卖家平台的【库存】下拉菜单中,选择【库存规划】,然后点击【管理冗余库存】选项卡。

  2. 从符合条件的商品右侧的下拉菜单中,选择【创建清仓促销】。

  3. 更改价格,然后点击【更新】。

  4. 点击【取消清仓促销】。

注意: 如果您要取消已经开始的亚马逊奥特莱斯限时促销,请先在清仓促销报告中查看促销的状态,然后联系销售伙伴支持。

亚马逊奥特莱斯限时促销和优惠券组合折扣

亚马逊奥特莱斯限时促销和降价促销折扣可与您同时通过其他促销为此商品提供的折扣(包括优惠券、促销、特价、企业商品价格和赠品)进行叠加。例如,如果您的亚马逊奥特莱斯限时促销是为 $100 的 ASIN 提供 50% 的折扣,并且您同时为同一 ASIN 提供 5% 的降价优惠券,那么总折扣金额为 $55。

  • 标准商品价格:$100

  • 亚马逊奥特莱斯限时促销折扣: 50%

  • 优惠券折扣: 5%

  • 总折扣金额: (100 x 0.5) + (100 x 0.05) = $55

亚马逊奥特莱斯限时促销与亚马逊奥特莱斯降价促销对比

亚马逊奥特莱斯限时促销的折扣要高于降价促销(至少 30%),并且由亚马逊设置时间,从下一促销周期开始持续两周。亚马逊奥特莱斯限时促销在各种买家促销中的优先级最高,在亚马逊奥特莱斯页面的显示位置更加醒目,并且会在 ASIN 详情页面上显示【限时促销】标记。通常,这些促销商品的售出率会更高。亚马逊奥特莱斯限时促销的折扣要不低于 30%,具体会根据买家需求和库龄等因素而有所不同。

亚马逊奥特莱斯降价促销的资格标准与亚马逊奥特莱斯限时促销的标准相同,但是建议的折扣要低一些(25% 至 30%)。 虽然您可以为商品选择更长一点的折扣时间,但是亚马逊奥特莱斯降价促销商品仅可在商品符合亚马逊奥特莱斯价格要求期间才会在亚马逊奥特莱斯页面上得到推荐,且不超过连续 2 周。符合亚马逊奥特莱斯降价促销标准的 ASIN 也要符合【管理冗余库存】页面上 ASIN 所列出的【清仓店铺要求】。

亚马逊奥特莱斯最佳实践

  • 请先删除某个 ASIN 的定价规则,然后再提交。定价规则可能会阻止 ASIN 自动降价。此类促销会从亚马逊奥特莱斯中移除,并且可能会导致今后不再向该账户显示任何亚马逊奥特莱斯推荐。

  • 请使用优质图片。如果商品有充足的积压库存和优质图片,那么在我们的 ASIN 级别的营销推广活动中得到展示的机率更大。亚马逊奥特莱斯限时促销特别推荐的 ASIN 会获得更高的售出率。

  • 在推出亚马逊奥特莱斯限时促销的同时可结合使用优惠券,以提高转化率。

  • 请考虑采用高于建议费率的折扣。$10 以下的商品将在 【$10 以下】页面中获得更多推广,并且会在【畅销商品】页面上得到推荐。

  • 如果您不确定是否要进行整整两周的促销,请勿提交亚马逊奥特莱斯限时促销。限时促销一旦开始,就无法设置数量限制或通过自助方式停止。

  • 同系列 ASIN 变体也将应用折扣,即使没有亚马逊奥特莱斯限时促销也是如此。

常见问题

我点击了“管理冗余库存”页面顶部的“创建清仓促销”按钮,但未看到任何促销。为什么?

“创建清仓促销”按钮是一个建议筛选条件,即使当前没有符合亚马逊奥特莱斯要求的促销,该筛选条件也会保留在“管理冗余库存”页面上。

为什么我提交的亚马逊奥特莱斯限时促销未获得批准?

亚马逊不批准所提交的奥特莱斯限时促销的原因包括但不限于:

  • 此 ASIN 已纳入一项与亚马逊奥特莱斯限时促销时间重叠的促销(例如秒杀)计划中。

  • 商品图片不符合分类指南的要求。有关更多信息,请参阅商品图片要求。

  • 买家评论评分低于 3 星。

  • 您的 ASIN 已缺货。

  • 最高促销价格要求会因价格浮动而发生变化。

为什么我无法在亚马逊奥特莱斯主页上找到我的 ASIN?

在亚马逊奥特莱斯页面上查找您的 ASIN 之前,请先查看清仓促销报告以确认您提交的促销的状态。如果该 ASIN 的状态为【已提交】或【已结束】,那么此 ASIN 将不会显示在亚马逊奥特莱斯页面上。如果状态为【进行中】,那么此 ASIN 应显示在亚马逊奥特莱斯页面上。

要在亚马逊奥特莱斯上搜索您的 ASIN,请选择商品的任何适用分类,并在可用促销中查找您的商品。搜索所有适用分类。

我们会基于买家偏好在亚马逊奥特莱斯页面上展示商品。

如果您仍然无法找到您的促销,则可能是该促销在批准后不符合相关指南而被移除。

为什么我的亚马逊奥特莱斯限时促销在批准后被移除?

您的亚马逊奥特莱斯限时促销可能会因多种原因而在获得批准后被移除,其中包括但不限于:

  • 价格:

    • 您的促销价格高于最高促销价格。最高促销价格考虑了来自任何提供新品状况的该商品的卖家的最低价格。其他卖家的报价可能已发生变更。

    • 您获得批准的促销价格不是赢得“购买按钮”的价格。

    • 当前的销售价格在促销开始前发生了变更,这可能会导致促销价格高于当前的销售价格。

  • 没有剩余的新库存。

  • 商品评分降至当前的最低阈值以下。

  • 您的商品图片不符合商品图片要求。

我可以限制参与亚马逊奥特莱斯计划的商品数量吗?

不可以,您不得限制参与亚马逊奥特莱斯计划商品的数量。

在哪里可以找到参与该计划的 ASIN 的绩效报告?

您可以通过在促销期间追踪参加促销的 ASIN 来查看其绩效。

  1. 在卖家平台的【数据报告】下拉菜单中,选择【库存和销售报告】。

  2. 在左侧导航栏的【销售额】下,选择【所有订单】。

您可以通过清仓促销报告查看促销的持续时间。

  1. 在卖家平台的【数据报告】下拉菜单中,选择【库存和销售报告】。

  2. 在左侧导航栏的【销售额】下,选择【清仓促销】。

我的 ASIN 的定价规则是否会影响我参与亚马逊奥特莱斯计划?

为了确保在计划的促销开始时间自动降价,可暂停或删除任何针对您的 ASIN 设置的自动定价规则。如果设置的最低促销价格高于亚马逊奥特莱斯限时促销价格,则会造成自动降价问题,并且影响您的 ASIN 参加亚马逊奥特莱斯限时促销。如果商品因这些定价规则而未能降价,或者价格上涨,我们将取消促销,恕不另行通知。

要暂停或删除定价规则,请从卖家平台的【确定价格】下拉菜单中选择【自动定价】。然后,在定价规则对应的【操作】列中,从下拉菜单中选择以下一项操作:

  • 【暂停规则】会暂时停止规则。您可以通过选择【恢复规则】随时恢复已暂停的规则。

  • 【删除规则】会永久删除规则。


 亚马逊官网原文详情:

About Amazon Outlet

Amazon Outlet is becoming the go-to place for customers to shop for highly discounted markdowns, overstock deals, and clearance products. Outlet’s wide selection includes everything from automotive products and electronics to clothing, toys and more.

You can review Outlet deal recommendations in the Manage Excess Inventory tool and create deals to be featured on the Outlet page once approved by Amazon. This is a great solution to help increase sell-through, improve cash flow, optimize inventory levels, and reduce total storage fees.

How Outlet deals work

Sellers submit promotional offers with a minimum discount of 20% via the Create Outlet deal section of the Manage Excess Inventory page, and selected deals are featured on the Outlet page for a fixed period of two weeks. There are no additional fees for using Outlet–only the standard fulfillment and referral fees apply.

To participate in Outlet, you must have a Professional selling plan and an overall rating of at least 3.5 stars.

ASINs must meet the following criteria to be eligible for listing on Outlet:

  • Have inventory in Amazon fulfillment centers for at least 90 days

  • Have more than 10 units of inventory on-hand

  • Have a sales history

  • Be in new condition

  • Have a product rating of at least 3 stars or no reviews

  • Not currently enrolled in Subscribe & Save

  • Not currently enrolled in another Deal promotion

  • Not on Outlet deals in the past 60 days

  • Comply with Amazon’s customer product reviews policies and price policies.

The Manage Excess Inventory page shows which of your eligible products Amazon recommends for Outlet, based on factors such as customer demand and inventory age. For Outlet recommendations, the message Outlet deal eligible displays below the item’s current price and the drop-down menu to the right of the Buy Box Price displays Create Outlet deal.

Note: Not every eligible product will get an Outlet recommendation from Amazon. We evaluate ASIN eligibility regularly, so a recommendation you see today may not be recommended tomorrow. Products featured as Outlet deals will not become eligible for Outlet again for 90 days after the deal ends. Updating your product settings may help improve our recommendations and allow for your product to be chosen again. (Click Customize SKU settings in the drop-down menu next to your ASIN on Manage Excess Inventory).

How to create and manage an Outlet deal

To create an Outlet deal, follow these steps:

  1. From the Inventory drop-down menu in Seller Central, select Inventory Planning.

  2. Click the Manage Excess Inventory tab.

  3. To filter for eligible inventory, click Create Outlet deal in the Show recommendations by setting.

  4. From the drop-down menu to the right of the eligible item, select Create Outlet deal.

  5. In the pop-up window, enter your price in the Outlet deal price box. Your price must be less than or equal to that the maximum price, which is filled in by default.

    Note: The maximum deal price takes into consideration the lowest price charged by sellers offering the product in new condition. This price might fluctuate if the product’s current sale price changes before the deal starts. After the deal begins, Amazon may cancel it without notice if the product’s sale price rises above the Outlet deal price.

  6. Review the start and end dates for your Outlet deal.

  7. Click Submit.

The message Outlet deal submission successful will appear if your deal was submitted correctly. If you see the message Maximum deal price is $x, change your deal price so it is less than or equal to the maximum.

When an approved Outlet deal starts, the price of the item will automatically change to the deal price. When the deal ends, the price will change back to what it was before the promotion.

If you raise the price above the maximum deal price during your Outlet promotion, the deal will be canceled, and your eligibility to participate in future Outlet deals may be affected.

Note: Not all Outlet deal submissions will be approved. If your deal is approved, we will send you an email. We encourage you to review your Outlet Deals report on the Friday after you submit your deals. To find the report, select Fulfillment from the Reports drop-down menu in Seller Central. The Outlet Deals report will be in the list on the left-hand side of the page under Sales. You can also access the report from the Manage Excess Inventory page by clicking Check status in Outlet Deals report under the price for submitted ASINs.

How to check the status of an Outlet deal

You can check your deal submission results, deal start and end dates, and deal status in the Outlet Deals report.

  1. From the Reports drop-down menu in Seller Central, select Fulfillment.

  2. Under Sales on the left-side navigation, select Outlet Deals.

You can also access the report from the Manage Excess Inventory page by clicking Check status in Outlet Deals report under a submitted ASIN’s current price.

Note: If a report is not immediately generated for the ASIN, allow up to 24 hours before requesting another one. You can also expand the Event Date range (for example, to last 3 days or last 7 days).

How to cancel an Outlet deal submission

You can cancel an Outlet deal submission before Amazon completes its review.

  1. From the Inventory drop-down menu in Seller Central, select Inventory Planning and click the Manage Excess Inventory tab.

  2. From the drop-down menu to the right of the eligible item, select Create Outlet deal.

  3. Change the price and click Update.

  4. Click Cancel Outlet deal.

Note: If you want to cancel an Outlet deal that has already started, first check the status of your deal on your Outlet Deals report and then contact Selling Partner Support.

Combined Outlet deal and coupon discount

Outlet deal and sale discounts can be combined with discounts from other promotions that you are offering on that product at the same time, including coupons, promotions, sale prices, business prices, and giveaways. For example, if your Outlet deal offers a 50% discount on a $100 ASIN and you also have a 5% off coupon running at the same time, the total discount would be $55.

  • Standard price: $100

  • Outlet deal discount: 50%

  • Coupon discount: 5%

  • Total discount: (100 x 0.5) + (100 x 0.05) = $55

Comparing Outlet deals to Outlet sales

Outlet deals require a higher discount (at least 30%) than sales, and are set by Amazon to last two weeks beginning the next deal cycle. Outlet deals take priority in consumer promotions, are featured more prominently on Outlet, and display the limited time deal badge in the ASIN detail page. In general, it is expected that these will have a higher sell-through rate. Outlet deals require a discount of 30% or more, and may vary based on factors including customer demand and inventory age.

Outlet sales follow the same eligibility criteria as deals but are open to items with lower recommended discounts (between 25% and 30%). While you can choose to discount items for a longer period, Outlet sale items will be featured on Outlet only for the duration the item is at an Outlet eligible price, and no more than two consecutive weeks. ASINs that match Outlet sales criteria will have Outlet Store Eligible listed on their ASIN in the Manage Excess Inventory page.

Outlet best practices

  • Remove pricing rules for an ASIN before submitting. Pricing rules might prevent the price of the ASIN from dropping automatically. These deals would be removed from Outlet, and could result in all Outlet recommendations being suppressed in the future for the account.

  • Use high-quality images. Products with sufficient overstock inventory and high-quality images are more likely to be featured in our marketing campaigns at an ASIN level. Individual ASINs highlighted by Outlet deals have a higher sell-through rate.

  • Combine Outlet deals with coupons to improve conversion.

  • Consider discounting more than the recommended rate. Items under $10 will receive more promotion in the Under $10 page, and top sellers will be featured in the Best Sellers page.

  • Do not submit an Outlet deal if you are unsure about running the deal for two full weeks. There is no quantity limit, or self-service way to stop the deal once it starts.

  • Discount sibling ASIN variations, even without an Outlet deal recommendation.

Frequently asked questions

I clicked the Create Outlet deal button on the top of the Manage Excess Inventory page, but no deals appear. Why?

The Create Outlet deal button is a recommendation filter that will remain on the Manage Excess Inventory page even if there are no deals currently eligible for Outlet.

Why was my Outlet deal submission not approved?

The reasons for Amazon not approving an Outlet deal submission include but are not limited to the following:

  • The ASIN is already scheduled for a deal that overlaps with the Outlet deal schedule, such as Lightning Deals.

  • The product images do not follow category guidelines. See Product image requirements for more information.

  • The customer review rating is below three stars.

  • You ran out of stock for the ASIN.

  • The maximum deal price requirement changed due to price fluctuations.

Why can't I find my ASIN on the Outlet homepage?

Before looking for your ASIN on the Outlet page, confirm the status of your submitted deal by checking the Outlet deal report. If the status of the ASIN is Submitted or Ended, your ASIN will not appear on Outlet. If the status is Running, your ASIN should appear on Outlet.

To search for your ASIN on Outlet, select any applicable category of your product and look for your offer among the available deals. Search all applicable categories.

The placement of products on Outlet is based on customer preference.

If you still cannot find your deal, it may have been removed after approval for not meeting guidelines.

Why was my Outlet deal removed after approval?

Your Outlet deal may be removed after approval for a variety of reasons, including but not limited to:

  • Pricing:

    • Your deal price became higher than the maximum deal price. The maximum deal price takes into consideration the lowest price from any seller with an offer on the product in new condition. The offer prices from other sellers may have changed.

    • Your approved deal price is not the Buy Box winning price.

    • The current sale price changed before the deal started, possibly resulting in the deal price being higher than the current sale price.

  • There is no remaining new inventory.

  • The product rating fell under the current minimum threshold.

  • Your product images do not follow product image requirements.

May I limit the quantity for Outlet?

No, you may not limit the quantity for Outlet.

Where can I find the performance report for my participating ASIN?

You can view the performance of your participating ASIN by tracking it during its deal runtime.

  1. From the Reports drop-down menu in Seller Central, select Fulfillment.

  2. Under Sales on the left-side navigation, select All orders.

You can check the runtime of your deal through the Outlet Deals report.

  1. From the Reports drop-down menu in Seller Central, select Fulfillment.

  2. Under Sales on the left-side navigation, select Outlet Deals.

Will pricing rules on my ASIN affect my participation in Outlet?

To ensure the price drops automatically on your deal’s scheduled start time, either pause or delete any automatic pricing rules you may have on your ASINs. Minimum deal prices that are set higher than the Outlet deal price can create issues with the automatic price drop and affect your ASIN's participation in Outlet deals. If the price fails to drop due to these pricing rules, or the price increases, the deal will be canceled without notice.

To pause or delete a pricing rule, from the Pricing drop-down menu on Seller Central, select Automatic Pricing. Then, in the Action column for the pricing rule, select one of the following actions from the drop-down menu:

  • Pause rule temporarily suspends the rule. You can resume a paused rule at any time by selecting Resume rule.

  • Delete rule permanently deletes the rule.

 文章来源:亚马逊官方网站