決定在歐洲銷售商品

亞馬遜為您提供專門適用于歐洲商城的工具和服務(wù)，以便幫助您盡快開始在多個(gè)國家/地區(qū)展開銷售。當(dāng)您要注冊并在任何一個(gè)亞馬遜歐洲商城上進(jìn)行銷售時(shí)，您可以通過您的賣家賬戶即時(shí)訪問所有的亞馬遜歐洲商城，這樣您就可以通過一個(gè)賬戶和一個(gè)界面在任一或所有的這些商城中創(chuàng)建和管理您的商品信息。亞馬遜歐洲商城包括 Amazon.fr、、Amazon.it、Amazon.es 和 Amazon.co.uk。

當(dāng)您在歐洲銷售時(shí)，您可以自行配送，也可以使用。如果使用亞馬遜物流，您可以把庫存運(yùn)至亞馬遜在歐洲的運(yùn)營中心，我們將通過亞馬遜的歐洲統(tǒng)一配送網(wǎng)絡(luò) (EFN) 在歐洲代表您完成取件、包裝和配送。這樣一來，您可以通過單個(gè)庫存池在所有歐洲商城中配送符合條件的商品。

商品需求

也許您的商品在您的國內(nèi)商城銷量很好，您很好奇它在另一個(gè)商城是否對買家有吸引力。研究您想從中銷售商品的商城。

• 對您想銷售的商品有需求嗎？

• 缺乏像您想銷售的這一類商品嗎？缺乏您提供的商品價(jià)格區(qū)間內(nèi)的商品嗎？

您可能還想要驗(yàn)證商品是否適用于您所考慮的商城。例如，在 Amazon.com 上銷售火熱的羽絨床墊，在 Amazon.co.uk 上可能因?yàn)椴煌臉?biāo)準(zhǔn)床墊尺寸而銷售欠佳。為了更好地迎合目標(biāo)買家的需求，您可能需要修改您的商品或?qū)ι唐窢I銷、廣告和包裝進(jìn)行重新定位。考慮研究該商城的習(xí)俗、傳統(tǒng)以及人口統(tǒng)計(jì)數(shù)據(jù)，例如平均年齡和收入，以幫助確定您商品的適宜性。

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考慮在每個(gè)您銷售的商城內(nèi)影響買家購買決定的商品價(jià)格、選擇性以及其他因素，并考慮潛在的競爭對手是如何處理這些標(biāo)準(zhǔn)的。您或許能夠使用此類信息規(guī)劃您的商品。調(diào)查您想要銷售的商品分類中競爭對手最暢銷的商品，查看和您的商品類似的商品。

• 如果目標(biāo)商城中有類似的商品，什么樣的商品價(jià)格會讓您贏得“購買按鈕”？

• 暢銷商品是否提供了免運(yùn)費(fèi)或降價(jià)優(yōu)惠？

具備競爭力的定價(jià)

當(dāng)您確定您的商品價(jià)格時(shí)，您可以將您的價(jià)位與您打算銷售商品的商城上在售的類似商品的價(jià)位相比較，并考慮您的購買商品價(jià)格和入庫運(yùn)費(fèi)（直接向買家配送商品或配送至亞馬遜歐洲運(yùn)營中心），包括稅費(fèi)與關(guān)稅。

Deciding to sell in Europe

Amazon provides you with tools and services that are unique to the European marketplace, so you can get started selling in more than one country right away. When you register to sell in any of Amazon’s European Marketplaces, you get instant access through your seller account to all of Amazon’s European Marketplaces so that you can create and manage your product offers on any or all of these marketplaces through one account and one interface. Amazon’s European Marketplaces include Amazon. fr, Amazon.de, Amazon.it, Amazon.es, and Amazon.co.uk.

When you sell in Europe, you can fulfill on your own or you can use Fulfillment by Amazon. With Fulfillment by Amazon, you send your inventory into Amazon's fulfillment centers in Europe, and we will pick, pack, and ship orders on your behalf throughout Europe with Amazon's European Fulfillment Network (EFN), which enables you to fulfill eligible products across all the Amazon European Marketplaces from a single pool of inventory.

Product demand

Perhaps your product sells well in your home marketplace, and you’re curious whether it would appeal to consumers in another marketplace. Research the marketplace where you want to sell your products.

• Is there a demand for the products you want to sell?

• Is there a lack of products like yours, or a lack of products in the price range you can offer?

You may also want to verify that the product would be appropriate for the marketplace you are considering. For example, feather beds successfully selling on Amazon.com may not sell as well on Amazon.co.uk because the standard mattress sizes are different. You might need to modify your product or reposition your marketing, copy, and packaging to better meet the needs of your target consumers. Consider researching the marketplace’s customs, traditions, and demographics, such as average age and income to help determine your product’s appropriateness.

Local competition

Consider the prices, selection, and other factors that influence customer buying decisions in each marketplace that you sell and consider how potential competitors are addressing these criteria. You may be able to use this information to plan your offers. Study your competitors’ best-selling products in the categories where you want to sell your products, and look at the products that are similar to yours.

• If similar products are available in the target marketplace, what's the price point that wins the Buy Box?

• Do the best-selling products ship for free or for reduced rates?

Competitive pricing

As you determine the price points for your products, you can compare your price position with similar products that are already selling on the marketplace where you want to sell your products and also consider your purchase price and inbound shipping costs (for shipping the product directly to your customers or for shipping the product to an Amazon fulfillment center in Europe), including taxes and duties.

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