假日季最佳實踐

同時處理庫存、訂單和買家消息會讓您在假日季異常繁忙。為了幫助您高效地管理這一切，我們整理了以下成功銷售的“最佳實踐”。從提供讓買家滿意的一流客戶服務，到積極管理庫存或處理負面反饋，我們為您提供了各種建議，助您輕松應對假日銷售高峰。

持續追蹤您的庫存和訂單

積極管理您的庫存

積極管理您的庫存是應對繁忙銷售季最有效的策略之一。確保您最暢銷的商品有充足的庫存。及時更新賣家平臺中的庫存數量，至少每天檢查一次。將處理時間（備貨時間）設定為您可以實現的時間范圍。處理時間不符合實際會造成買家的購物體驗不佳。

將您的商品與我們目錄中的正確 ASIN 匹配。錯誤匹配的商品會造成買家聯系、商城交易保障索賠或信用卡拒付次數增加。您的商品必須與詳情頁面上顯示的商品完全一致。不要發布缺少零件或組件、存在缺陷或已殘損的商品。不接受在商品的備注字段中標識這些差異。

請注意，必須先處理庫存文件上傳中的所有商品，然后相應更改才會顯示在亞馬遜網站上。如果您做出的更改具有時效性，請使用單獨的庫存文件先上傳這些商品。詳細了解商品和商品信息。

創建富有吸引力的商品詳情頁面

在亞馬遜，我們一直盡力讓每種商品分類的詳情頁面外觀和風格能夠保持一致。然而，對于商品展示的方式，各個分類的要求略有不同。我們的特定分類的模板非常方便您參考，可幫助您創建簡潔、準確和富有吸引力的商品詳情頁面。

密切管理您的訂單

密切注意假日銷售季期間的訂單狀況。不要僅靠“已售出，即將發運”電子郵件來獲知自己有訂單。定期查看您的賣家平臺賬戶中是否有訂單，且每天配送新訂單。

按時確認發貨；延遲確認訂單會造成買家體驗不佳。當您確認訂單時，請提供追蹤編碼、承運人、配送方式和服務級別。為買家提供追蹤貨件進度的方法是提供優質服務的重要環節。

盡快配送您的訂單。這樣做可以讓您和買家有更多時間解決可能出現的任何問題，從而有助于避免任何訂單缺陷。如果您分開配送同一訂單中的多個商品，請在確認發貨時創建單獨的包裹，并提供每個包裹的追蹤信息。

考慮重新發布暢銷的缺貨商品

如果您是專業賣家，當有大量潛在買家正在搜索您曾經在亞馬遜上銷售的商品時，我們會通過電子郵件通知您。如果您收到“暢銷商品缺貨”之類的通知，請充分利用最近買家對商品的興趣，在假日銷售季再次銷售該商品。

提供一流的客戶服務

為買家提供令其滿意的一流客戶服務

為買家留下持久的印象：在假日銷售季期間提供一流的客戶服務。盡量在 24 小時內回復買家的所有詢問。為訂單增加個性化服務 - 包括在裝箱單上加入感謝的字句。 按照我們的溝通指南，禮貌地與買家溝通，并快速專業地解決任何問題。 提供一流的服務通常可以讓買家滿意！

創建以提高曝光率

在熙熙攘攘的假日商城中，各種商品報價和商品如此之多，以致于您的亞馬遜商品很難從中脫穎而出。您的商品廣告能否出現在相關搜索結果的首頁，可能是您假日銷售季成敗的關鍵。

通過計劃，您可以對特定關鍵詞進行競價，這樣，當亞馬遜的買家搜索其中一個關鍵詞時，您的廣告便有資格顯示在搜索結果首頁。廣告曝光免費，您只需在買家點擊您的廣告并訪問您的商品詳情頁面時付費。

提供促銷和服務

假日購物者喜歡促銷活動。買家在線購物時會查看各種促銷優惠。

• 提供促銷（了解何時創建促銷以及如何創建成功的促銷）

• 創建促銷（了解有關如何創建、編輯和復制促銷的最佳實踐。）

提供加急配送服務

快速配送在假日期間對買家尤其重要。提供“次日達”和“隔日達”配送服務可以提高訂單量，因為這為買家多留出了幾天時間在假日到來之前下單。 為所有商品系列和非媒介類商品（圖書、音樂、影視）。

詳細了解配送媒介類商品（圖書、音樂、影視）。

提供禮品服務

不要糾結是否在假日期間提供禮品服務。對于希望在購買商品時體驗個性服務的買家而言，禮品包裝選項在假日期間備受他們的歡迎。請查看禮品概覽，了解如何為買家提供兩種選擇：在購買的商品中隨附禮品消息或提供禮品包裝服務。 了解如何管理禮品選項。

監控您的指標和反饋

處理負面反饋

在亞馬遜上銷售商品時，您有責任與買家一起解決任何分歧。溝通通常是關鍵所在 - 只需解釋延遲原因或消除買家疑慮便可解決大部分問題。但是有時候，某些訂單會導致賣家收到買家的負面反饋。

大部分賣家最終都會收到一些負面反饋。遇到這種情況要客觀看待：0-2% 的負面反饋率已經很不錯了。如果您的負面反饋率高于 5%，請審查您的業務實踐，以更正可能影響買家體驗的任何運營問題。請注意，您可以使用反饋管理器來回復反饋。但在此之前，我們建議您聯系買家，與其共同解決有關交易的任何問題。如果買家認為解決方法適當，可能會刪除。詳細了解刪除以及如何提高反饋評分。

處理退貨、退款和交易保障索賠

及時解決亞馬遜商城交易保障索賠和服務信用卡拒付。每天查看您的亞馬遜商城交易保障索賠頁面，并積極解決任何問題。為了幫助您避免承擔索賠賠償，請遵循我們的銷售政策。

為了改善客戶服務，除了退還基本的訂單成本外，偶爾您可能想要對訂單問題對買家作出補償。您可以通過賣家賬戶的管理訂單部分發放優惠。

詳細了解如何解決亞馬遜商城交易保障索賠，并了解信用卡拒付。了解如何發放優惠和退款。

定期監控您的賣家指標

您的賣家指標顯示了您在我們的績效目標方面表現如何。經常監控您的賬戶狀況控制面板，這樣您就可以立即發現并解決運營問題。訂單缺陷率（負面反饋、亞馬遜商城交易保障索賠和信用卡拒付）過高會導致賬戶被暫停甚至關閉。每天查看您的反饋和亞馬遜商城交易保障索賠頁面，并積極解決任何問題。

確保您的賬戶和安全信息處于最新狀態

更新您的設置、賬戶

將您賣家賬戶中的電子郵件聯系信息保持最新，并確保您的電子郵件程序或互聯網服務提供商不會將當作垃圾郵件過濾掉。確保您賬戶中的信用卡和銀行卡號是最新的。

驗證您的店鋪設置是否為最新，并發布客戶服務電話號碼（如有）。

請注意，根據，您不得在亞馬遜上的任何地方顯示您的 URL 的任何部分或版本（例如 .com、dot com、.net 等）。詳細了解設置和政策。

保持安全意識

不要將您的賬戶密碼或電子郵件分享給您未授權使用這些信息的任何人。閱讀我們有關如何確保賬戶信息安全的建議。 為您的所有設置。

將您的訂單設置為僅接受支付。如果賣家在支付系統之外參與可能存在合法性問題的交易，則無法享受交易保護。

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.

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特別聲明：以上文章內容僅代表作者本人觀點，不代表ESG跨境電商觀點或立場。如有關于作品內容、版權或其它問題請于作品發表后的30日內與ESG跨境電商聯系。