優(yōu)惠券精準(zhǔn)投放如何運(yùn)作？

精準(zhǔn)投放可幫助您限定優(yōu)惠券的目標(biāo)群體。例如，如果您選擇 Prime 買(mǎi)家作為目標(biāo)群體，則只有 Prime 買(mǎi)家才能在商品詳情頁(yè)面和購(gòu)物車(chē)中看到您提供的優(yōu)惠券。

了解優(yōu)惠券錯(cuò)誤

在優(yōu)惠券開(kāi)始生效時(shí)間前約 6 小時(shí)，我們的系統(tǒng)會(huì)開(kāi)始對(duì)您的優(yōu)惠券運(yùn)行一些驗(yàn)證規(guī)則，以確保它向買(mǎi)家提供合理的價(jià)值。這些規(guī)則會(huì)在您的優(yōu)惠券有效期間持續(xù)執(zhí)行。如果您優(yōu)惠券中的一個(gè)或多個(gè) ASIN 不符合這些規(guī)則中的任意一條，我們就會(huì)禁用該 ASIN 上的優(yōu)惠券，并激活其他通過(guò)驗(yàn)證之 ASIN 上的優(yōu)惠券。以下是您可能在控制面板上看到的部分錯(cuò)誤，以及您為糾正這些錯(cuò)誤可采取的措施。

錯(cuò)價(jià)

優(yōu)惠券要求您的折扣價(jià)格至少比過(guò)去 30 天內(nèi)的最低商品價(jià)格低 5%。由于未滿足此規(guī)則，該 ASIN 暫時(shí)不可添加到您的優(yōu)惠券。請(qǐng)降低您的商品價(jià)格，或創(chuàng)建一個(gè)更高折扣的新優(yōu)惠券。

此錯(cuò)誤意味著您在過(guò)去 30 天的某個(gè)時(shí)間點(diǎn)出售此 ASIN 的價(jià)格低于當(dāng)前的價(jià)格。我們的系統(tǒng)會(huì)檢查您在當(dāng)前價(jià)格上提供的優(yōu)惠券折扣是否高于過(guò)去 30 天內(nèi)最低價(jià)格的 5%。如果未通過(guò)此次檢查，我們會(huì)禁用該 ASIN 上的優(yōu)惠券，您會(huì)看到錯(cuò)價(jià)。

例如：如果您在 20 天前以 30 美元出售某個(gè) ASIN，而現(xiàn)在相同 ASIN 的價(jià)格為 60 美元，我們則會(huì)要求您將折扣定為在 30 美元的基礎(chǔ)上優(yōu)惠 5%。這意味著使用優(yōu)惠券后，您的最高凈折后價(jià)格為 28.50 美元（30 美元 * × 0.95）。您今天創(chuàng)建的優(yōu)惠券必須提供折扣金額，以便買(mǎi)家在使用優(yōu)惠券后支付的價(jià)格不超過(guò) 28.50 美元。

如果遇到此錯(cuò)誤，您可以采取哪些措施？

• 降低商品價(jià)格。如果您近期的價(jià)格上漲有誤，且通常以 $30 的價(jià)格出售該 ASIN，那么您可以將商品的價(jià)格降回到 $30。如果優(yōu)惠券提供的折扣等于或高于 $30 的 5%，我們將自動(dòng)重新激活針對(duì)該 ASIN 的優(yōu)惠券。

• 為該 ASIN 創(chuàng)建一個(gè)新優(yōu)惠券。優(yōu)惠券生效后，您將無(wú)法更改提供的折扣。如果您想將商品價(jià)格保持在當(dāng)前水平，但在此價(jià)格上提供優(yōu)惠券，請(qǐng)為該 ASIN 創(chuàng)建一個(gè)提供合適折扣的新優(yōu)惠券。在本示例中，您可以提供的最低優(yōu)惠券折扣是 $31.50 ($60 - $28.50)。

• 受限商品： 優(yōu)惠券不適用于炸藥、武器和相關(guān)商品。例如，槍械配件被認(rèn)定為可能令人不快或令人反感的商品，因此不能為其提供優(yōu)惠券。

庫(kù)存錯(cuò)誤

【由于庫(kù)存不足，我們暫時(shí)將該 ASIN 排除在您的優(yōu)惠券外。】

此錯(cuò)誤意味著您沒(méi)有足夠的庫(kù)存來(lái)滿足優(yōu)惠券可能帶來(lái)的客戶(hù)需求。出現(xiàn)此情況時(shí)，我們會(huì)禁用該 ASIN 的優(yōu)惠券。

如果遇到此錯(cuò)誤，您可以采取哪些措施？

發(fā)送更多庫(kù)存。庫(kù)存充足時(shí)，我們將自動(dòng)重新激活該 ASIN 上的優(yōu)惠券。

星級(jí)評(píng)定低于 3.0

優(yōu)惠券對(duì)商品有以下要求：如果商品有 1-4 條評(píng)論，其星級(jí)評(píng)定不低于 2.5；如果有 5 條以上評(píng)論，其星級(jí)評(píng)定不低于 3.0。此錯(cuò)誤消息表明相關(guān) ASIN 未滿足此規(guī)則。沒(méi)有任何評(píng)論的商品符合要求。

如果遇到此錯(cuò)誤，您可以采取哪些措施？

在 ASIN 符合此資格規(guī)則后的大約 24 小時(shí)后，系統(tǒng)會(huì)自動(dòng)重新激活此 ASIN 的優(yōu)惠券。

How does coupon targeting work?

Targeting helps you limit the audience of your coupons. For example, if you select Amazon Prime customers as the targeted segment, only Prime customers will see your coupon offering on the product detail page and in their carts.

Note: When a coupon is targeted to a customer segment other than "All Customers," the orange coupon badge will not appear in the search results, for any customers.

Understanding coupon errors

Approximately 6 hours before your coupon start time, our system starts running a number of validation rules on your coupon to make sure it offers a good value to our customers. These rules are continuously enforced throughout the duration your coupon is active. If one or more of the ASINs in your coupon fail any of these rules, we disable the coupon offer on that ASIN and activate the coupon on the rest of the ASINs that pass validation. Here are some of the errors that you might see on your dashboard and what you can do to remedy them.

Pricing error

Coupons require your discounted price to be at least 5% lower than your lowest price in the last 30 days. This ASIN is temporarily excluded from your coupon because this rule is not satisfied. Please lower your price or create a new coupon with a higher discount.

This error means that you were offering this ASIN at a lower price than your current price at some point during the last 30 days. Our system checks to see if the coupon discount you are offering over your current price is higher than 5% over your lowest price in the last 30 days. If this check fails, we disable the coupon on the subject ASIN and you see a pricing error.

For example: If you were selling an ASIN at $30, 20 days ago, and today your price for the same ASIN is $60, we require your discount to be 5% off $30. This means that your highest net discounted price after a coupon can be $28.50 ($30 x 0.95). The coupon that you create today must offer a discount amount so that the highest price a customer pays after applying the coupon is $28.50.

What can you do if you see this error?

• Lower your price. If your recent price increase was a mistake and you normally sell this ASIN at $30, you can lower the product's pricing back to $30. If the coupon is providing a discount equal to or higher than 5% of $30, we will automatically reactivate the coupon on the subject ASIN.

• Create a new coupon for this ASIN. Once a coupon becomes active, it is not possible to change the discount offering. If you want to keep your price at its current level but offer a coupon over this price, create a new coupon for this ASIN with the right discount offer. In this example, the minimum coupon discount you can offer is $31.50 ($60 - $28.50).

• Restricted Product: Explosives, weapons, and related items are not eligible for coupons. For example, gun accessories are identified as potentially embarrassing or offensive product and is not eligible for coupons.

Inventory error

We temporarily excluded this ASIN from your coupon due to insufficient inventory.

This error means that you don't have enough inventory to accommodate the customer demand your coupon might generate. When this happens, we disable the coupon from the subject ASIN.

What can you do if you see this error?

Send in more inventory. We will automatically reactie the coupon offer on this ASIN when you have sufficient inventory.

Star rating is below 3.0

Coupons require a minimum star rating of 2.5 for products with 1-4 reviews and 3.0 for products with 5+ reviews. This error message indicates that the ASIN is not meeting this rule. Products that do not yet have any review are eligible.

What can you do if you see this error?

Coupons for this ASIN would automatically be reactied within approximately 24 hours after the ASIN meets this eligibility rule again.

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特別聲明：以上文章內(nèi)容僅代表作者本人觀點(diǎn)，不代表ESG跨境電商觀點(diǎn)或立場(chǎng)。如有關(guān)于作品內(nèi)容、版權(quán)或其它問(wèn)題請(qǐng)于作品發(fā)表后的30日內(nèi)與ESG跨境電商聯(lián)系。