吸引更多節(jié)假日購物者

假日銷售季期間通常可以打破銷量和流量記錄。2013 年，亞馬遜客戶僅僅在“”便訂購了驚人的 3700 萬件商品。問題在于，您如何從這些節(jié)假日銷售額中分一杯羹？我們整理了一些行之有效的方法來幫助您吸引更多客戶。

提供促銷

最令客戶喜愛的原因之一在于可以讓他們挑選數(shù)量龐大的產(chǎn)品和賣家。從您的角度來看，可選擇產(chǎn)品數(shù)量越多競爭就越激烈，這意味著您的產(chǎn)品必須盡可能引人矚目。幸運的是，客戶還喜歡節(jié)省金錢，因此您可以提供一種輕松的方式來幫助他們達(dá)成目的：提供促銷。
您可以通過多種不同的方式提供促銷：

• 固定金額或按百分比計算的商品折扣

• 免運費

• 與某些商品捆綁的免費產(chǎn)品

當(dāng)您創(chuàng)建促銷時，請記住兩個細(xì)節(jié)以使促銷發(fā)揮作用：

• 客戶必須了解促銷。

• 促銷必須提供足夠的價值以對客戶的選擇造成積極的影響。

要快速入門，請觀看此短視頻以了解如何在“賣家中心”內(nèi)設(shè)置促銷。

快速發(fā)貨

節(jié)假日期間，您能為客戶做的最重要的事情之一是按時為他們的訂單發(fā)貨。隨著節(jié)假日臨近，您最好首先提供免費送貨，然后應(yīng)當(dāng)提供兩日發(fā)貨或次日發(fā)貨選項以吸引客戶購買您的產(chǎn)品，而不是選擇其他賣家。轉(zhuǎn)至運費和設(shè)置以管理這些選項。

有關(guān)如何的快速提醒，請參見我們的發(fā)貨設(shè)置教程。

此外，您可以通過查看以下工具來了解您的發(fā)貨是否符合買家期望：

• 配送前取消率

• 遲發(fā)率

如果您遇到了延遲發(fā)貨的問題，則可以考慮在假日銷售季期間使用物流 ()。

贏得“黃金展位”

由于亞馬遜匯集了提供相同產(chǎn)品的所有賣家，贏得“黃金展位”通常才是關(guān)鍵所在。贏得“黃金展位”的賣家在這一特定的產(chǎn)品上會獲得更多的客戶訂單。

為了向客戶提供盡可能好的購物體驗，賣家必須滿足基于表現(xiàn)的要求以競爭“黃金展位”投放。一般來講，您應(yīng)在以下領(lǐng)域表現(xiàn)卓越方可爭取到贏得“黃金展位”的更大幾率：

• 具備競爭力的定價

• 庫存供貨能力

• 客戶服務(wù)

單擊此處以查看所有合格標(biāo)準(zhǔn)。

亞馬遜贊助產(chǎn)品

如果您已經(jīng)在“黃金展位”列出了一些產(chǎn)品，您可以考慮通過“亞馬遜贊助產(chǎn)品”進(jìn)行宣傳。這是幫助增加產(chǎn)品信息可見性的最為直接的方式之一。

“贊助產(chǎn)品”如何運作：

• 選擇要宣傳的產(chǎn)品。

• 選擇關(guān)鍵字。當(dāng)客戶在亞馬遜上使用搜索框時，我們使用他們的關(guān)鍵字來顯示相關(guān)的產(chǎn)品廣告。如果您的關(guān)鍵字與客戶的關(guān)鍵字相匹配，則將顯示您的廣告。

• 如果您不想自己選擇關(guān)鍵字，您可以打開自動定位功能，然后我們將為您完成這一工作。

• 您的商品廣告將出現(xiàn)在與您選擇的關(guān)鍵字相匹配的搜索結(jié)果的第一頁。

• 您僅需為實際獲得點擊的廣告付費。

了解有關(guān)贊助產(chǎn)品的更多信息。

Attract More Holiday Shoppers

The holiday season is often a record-breaker for sales volume and traffic. In 2013, Amazon customers ordered a whopping 37 million items on Cyber Monday alone. The question is, how are you going to get some of those holiday sales? We’ve put together some proven methods that will help you attract more customers.

Offer promotions

One of the greatest things that customers love about Amazon is the huge selection of products and sellers that they can choose from. From your point of view, a huge selection is more competition, which means that you need your products to be as noticeable as possible. Luckily, customers also love to save money, and you have an easy way to let them do that: offer a sales promotion.

You can offer a promotion in many different ways:

• A flat amount or percentage discount on an item

• Free shipping

• Free products bundled with some items

When you create a promotion, just keep in mind two details in order to make it effective:

• The customer must know about it.

• The promotion must offer sufficient value to favorably influence the customer's choice.

To get started, check out this short video to learn how to set up promotions in Seller Central.

Ship your items fast

During the holidays, one of the most important things you can do for customers is to ship their orders on time. Offering free shipping is always a good place to start, but having the option for two-day shipping or next-day shipping are great ways to get a customer to buy from you instead of another seller as holidays near. Go to Set your shipping rates to manage these options.

For a quick reminder on how to set your shipping rates, view our Set your shipping rates.

Additionally, you can see whether your shipping is meeting buyer expectation by looking at these tools:

• Pre-fulfillment Cancel Rate

• Late Shipment Rate

If you’re having trouble with late shipments, then you might want to consider using Fulfillment by Amazon () during the holiday season.

Win the Buy Box

Because Amazon groups all of the sellers offering the same product, winning the Buy Box is often the name of the game. The seller that wins the Buy Box gets an increase in orders placed for that particular product.

To give customers the best possible shopping experience, sellers must meet performance-based requirements to compete for Buy Box placement. In general, you will want to excel in these areas in order to have a good chance of winning the Buy Box:

• Competitive pricing

• Stock availability

• Customer service

Click here to view all of the eligibility criteria.

Amazon Sponsored Products

If you already have items listed in the Buy Box for some products, you may want to think about advertising with Amazon Sponsored Products. It’s one of the most direct ways that can help increase visibility for your listings.

How Amazon Sponsored Products works:

• Choose the products you want to advertise.

• Select your keywords. When a customer uses the search box on Amazon, we use their keywords to bring up relevant ads for products. If your keywords match the customer’s keywords, then your ads will show up.

• If you don’t want to choose the keywords yourself, you can turn on automatic targeting, which has us do it for you.

• Ads for your items will appear right on the first pages of search results for the keywords you choose.

• You pay only for the ads that actually receive clicks.

Learn more about Amazon Sponsored Products.

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