干貨分享——亞馬遜定制商品listing創(chuàng)建指南

亞馬遜觀察

2022-03-26

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干貨分享——亞馬遜定制商品listing創(chuàng)建指南

亞馬遜定制商品信息指南

有關(guān)“亞馬遜定制”計劃以及申請加入該計劃的更多信息，請點擊此處。有關(guān)獲準(zhǔn)加入“亞馬遜定制”計劃后發(fā)布可定制商品的相關(guān)信息，請點擊此處。

創(chuàng)建高質(zhì)量的詳情頁面

詳情頁面是使用標(biāo)準(zhǔn)的亞馬遜商品發(fā)布方法創(chuàng)建而成。定制商品的發(fā)布流程分為兩步。在為可定制商品創(chuàng)建詳情頁面時，請遵循以下要求。

1. 在商品名稱中包含關(guān)鍵詞： 商品名稱中必須注明商品提供定制或個性化服務(wù)（例如“個性化圓珠筆”）。這會立即提醒買家您可以提供定制體驗。

2. 包含描述性要點： 至少其中一個要點應(yīng)提醒買家該商品可定制，并說明所提供定制選項的特點。我們建議您引導(dǎo)買家點擊“立即定制”按鈕輸入定制信息。如果商品詳情頁面上有變體，您可能需要引導(dǎo)買家選擇一個變體主題（尺寸、顏色等）以顯示“立即定制”按鈕。另外，我們還建議您在要點中加入預(yù)計能夠履行的配送承諾。

3. 添加多張商品圖片： 請務(wù)必展示成品示例，而不是空白的未定制商品。避免將文本置于商品圖片顯示的個性化或定制區(qū)域之外。文本包括商品價格或“定制”、“個性化”等字詞。這些文本在結(jié)果頁面中顯示時，買家很難看清。可在主圖片上寫一些“在此處添加您的文本”之類的說明來表明您提供定制服務(wù)。

雖然附加圖片不是必需的，但也強烈建議您提供最大數(shù)量的附加圖片，以便買家了解有關(guān)商品的更多信息。

重要提示

最佳實踐

請遵循這些最佳實踐，以便充分利用您的定制商品信息并發(fā)揮在亞馬遜銷售的最大優(yōu)勢。

為每種商品輸入特定的搜索詞或關(guān)鍵詞，幫助買家在亞馬遜上找到這些商品。關(guān)鍵詞應(yīng)始終側(cè)重于您發(fā)布的每種商品最重要且最具代表性的功能。添加那些可準(zhǔn)確代表商品屬性的關(guān)鍵詞，且關(guān)鍵詞所代表的屬性必須是經(jīng)證明與買家最為相關(guān)的屬性（通常是針對亞馬遜定制商品提供的“可定制”或“個性化”服務(wù)）。

由于定制商品需要更長的生產(chǎn)時間，因此請務(wù)必清楚下單后商品的預(yù)計發(fā)貨時間。明確說明您的備貨時間可以防止買家產(chǎn)生誤解，降低賣家差評的幾率，并有助于避免您的賣家賬戶遺漏績效指標(biāo)。

商品推廣讓您可以更好地掌控您的商品在亞馬遜上的銷售規(guī)劃。當(dāng)買家搜索您競價的關(guān)鍵詞時，定向廣告可幫助提升您商品的曝光率。您可以考慮使用商品推廣來提高新商品、獨特商品、瀏覽量較少的商品、清倉商品和季節(jié)性促銷商品的曝光率

Amazon Custom Listing Guide

For more information about the Amazon Custom program or to apply, click here. For information on listing a customizable product once you’ve been approved for Amazon Custom, click here.

Creating a good detail page

The detail page is created using standard Amazon Listing Methods. The custom product listing process is a two-step process. Follow the requirements below when creating detail pages for your customizable products.

Include keywords in the product title: Product titles must explicitly reference that the product can be customized or personalized (e.g. Personalized Ballpoint Pen). This will immediately alert the customer to the presence of a customization experience.

Include descriptive bullet points: At least one of the bullet points should alert the customer that this product is customizable and explain the nature of the customization options that are available. We recommend directing the customer to enter customization information by clicking the ‘Customize Now’ button. If you have variations on the product detail page you may need to direct the customer to pick a variation theme (i.e. size, color, etc.) so the ‘Customize Now’ button appears. We also recommend including an estimated shipping promise in the bullet points.

Add more than one product image: Be sure to show an example of your finished product, not the blank un-customized version. Avoid placing text on your product images outside of what you are showing for personalization or customization. This includes price or the words custom or personalized. When shown in results pages, text can be difficult for the customer to read. Text on your Primary Image representing the customization itself like Your Text Here or some variation is acceptable.

Though secondary images are not required, it is highly recommended that you provide the maximum number of secondary images to give customers more information about the product.

Important tips

Best practices

Follow these best practices to help you get the most out of your custom listings and selling on Amazon.