視頻游戲和軟件在Amazon.com 上的成功要素有哪些？

亞馬遜觀察

2022-03-26

804

要在 Amazon.com 上獲得銷售成功，須遵循下列幾項指導。

視頻游戲和軟件

Amazon.com 上的成功要素

要在 Amazon.com 上獲得銷售成功，須遵循下列幾項指導。

您的廣泛嗎？它們是否獨樹一幟？您所上架的商品越多，銷售機會越大。

出色的商品信息

買家所看到的信息是否能夠幫助您的商品脫穎而出？您的商品信息里，一定要包含買家所需的所有版本信息和平臺信息。

優異的客戶服務

您與買家的溝通是否及時、包裝是否牢固、購物選項是否有效？一心一意，專注地做好優異的客戶服務。只有口碑好、可信任的賣家才會贏得回頭客。

清晰且高質量的圖片

圖片是否清晰？大小是否足以在白色背景上看清盒子上的名稱？是否足以展示您售賣的商品？這些簡單的因素對銷售影響很大。

價格

您的商品價格和運費具有競爭力嗎？如果您的商品是獨一無二、成套或收藏級的商品，買家是否具備足夠的信息來評判價格的合理性？

有效的商品推銷

您的商品是否被列進了類別里最合適的瀏覽節點？如果沒有，請重新按照“賣家平臺”幫助部分的瀏覽樹指南升級所需的瀏覽關鍵詞。同時，需要注意的是，搜索功能是買家用來查找商品的主要方法。買家使用瀏覽功能查看相關商品。如果您的商品在某個分類節點上架，但此節點不是最精準的節點，買家能夠搜索到商品，但不能瀏覽商品。更確切地說，隨著買家深入瀏覽分類，他們無法看到您的商品，并且您會失去很大一部分的銷售機會。

提高您的績效

績效指標通常相互關聯：低反饋反映出賣家因缺貨出現大量退款、延遲發貨、未與買家良好溝通或者未完成訂單，因此產生交易保障索賠。您可以查看您的在線績效摘要，了解您的績效基準。以下是我們目前的績效預期：

反饋

目標是 100% 正面反饋和 5 星評分。低于 5% 的負面評價應是衡量您成功的標準。高于 5% 的數據則表示您應當審查您的商品質量和交易執行流程。

商城交易保障索賠率

目標為低于 0.5% 的訂單。

退款率

目標為低于已出售商品數量的 5%。

如果 30 天內負面反饋超過 15%，您將收到由亞馬遜發出的一封績效警告郵件。我們也會密切監控索賠和退款。如果您的率上升，您也將收到由亞馬遜發出的一封績效警告郵件。多次績效警告可能導致賬戶終止。

如何改善？

積極管理并鼓勵反饋

在與買家的所有溝通過程中征求買家反饋，如包裹發票以及發貨確認郵件。附上賬戶鏈接 http://www.amazon.com/exec/obidos/account-access-login/，并鼓勵買家點擊“給賣家反饋”鏈接。
對收到的每一項負面評價都要調查，找到問題的根本原因并加以解決。與買家配合，通過協商退款、換貨或贈送禮券，提升購物體驗。
買家在提交反饋后 60 日內可以撤除任何交易的反饋。如果您確定問題已經解決，請聯系您的買家，請求他們刪除負面反饋。
Amazon.com 會在訂單日期后三十日內給買家發送日行電郵，提醒買家留下反饋。

提交商品關鍵詞

搜索詞是買家在 Amazon.com 上定位商品最常用的的方法。優質的搜索項能夠提升您的曝光量。如需更多信息，請查看相關幫助主題。

使用分類樹指南 (BTG) 分類您的商品

如上所述，如果商品沒有在具體的分類節點上架，則不會出現在搜索或瀏覽結果中，因此買家看到您的商品的幾率較低。如果您的商品在某個分類節點上架，但此節點不是最精準的節點，買家能夠搜索到商品，但不能瀏覽商品。更確切地說，隨著買家深入瀏覽分類，他們無法看到您的商品，并且您會失去很大一部分的銷售機會。
什么是分類樹指南？分類樹指南 (BTG) 對 Amazon.com 生成樹狀瀏覽分類進行了規定，以便買家能夠通過瀏覽找到商品。亞馬遜根據賣家提供的數據分類商品。可在上述五個目錄字段中（商品類型、目標消費群體、用途、主題內容和其他商品屬性）找到瀏覽常用的多數數據。Amazon.com 使用這些數據創建的各組分類稱為樹狀瀏覽分類。這些分類具有邏輯路徑結構，因此用戶能夠在樹狀瀏覽分類中進行點對點導航。路徑中的每個點即為一個分類節點。具有子類別的點稱為分支節點，而路徑終點的節點則稱為葉節點。分類節點由相應的分類節點 ID 識別。分類樹指南為特定類別文件，可從賣家平臺幫助中找到。

鼓勵商品評論

詳情頁面中有買家正面評論的商品的轉化率（查看商品后即購買的訪客百分比）遠高于沒有評論的商品的轉化率。發送發貨確認郵件時，可添加購買商品的詳情頁面鏈接，并請求買家填寫商品評論。我們鼓勵您在發貨確認電郵里附加一條（所售商品的）詳情鏈接，請求買家填寫商品評論。如果您為買家留下或填寫商品評論創造了便利，那么買家的回應一定會帶給您驚喜！

再次檢查上架商品的價格、圖片和內容。

優質的詳情頁面應包含有醒目的描述性商品名稱、清晰且鼓動人心的商品圖片、簡潔明了的特性要點、富有獨創性的商品描述和令人難以抗拒的價格。
優質的詳情頁面同樣還應包含有用的商品評論（可鼓勵買家提供）。
詳情頁面典范示例

檢查您的配送方式。

是否正確？意思是否明確？

您的交易保障索賠數量多嗎？

根本原因是什么？是否有問題未處理？

庫存輸入是否成功？

是否有出錯消息未處理？

請填寫聯系我們表格聯系亞馬遜技術支持小組。

Success Factors on Amazon.com
Success factors on Amazon
Successful selling on Amazon comes from following a few simple guidelines.
Selection
Do you offer a wide selection of products? Are they unique? The more products you offer, the better your chances are for a sale.
Great Product Information
Do customers have the information they need to differentiate your product from others? Ensure your product information contains all the versioning and platform information that the customer would need.
Excellent Customer Service
Do you provide timely communication, safe packaging, and efficient shipping options? Focus intently on providing excellent customer service. Satisfied customers return to proven, trusted sellers.
Clear, High-Quality Images
Is the image clear, large enough to read the title on the box, on a white background, and is it a good representation of the product you are selling? These simple factors have a huge impact on sales.
Price
Are your product and shipping prices competitive? If they are unique, bundled, or collectors items, do customers have enough information to justify the price?
Effective Product Merchandising
Have your products been browsed into the most appropriated browse node within the category? If not, please review the browse tree guide in Seller Central's help section and update the browse keywords as needed. It's also important to note that the search feature is the key method customers use to find products. Customers use the Browse feature to view related products. If your item is listed in a browse node, but not the most specific node possible, it will be searchable but not browseable; that is, as customers browse deeper into categories, they won't see your products, and you could be missing half of your possible sales.
Improving your performance
Performance metrics often interrelate: low feedback can reflect that a seller is making too many refunds for out-of-stock product, has delayed shipping, is not communicating well with customers, or is failing to fulfill orders and therefore is generating A-to-z Guarantee claims. For a baseline of your performance, you can access your online Performance Summary. Our current performance expectations are as follows:
Feedback
The goal is 100% positive ratings and a score of 5 stars. Less than 5% negative should be your measure of success. Anything above 5% should prompt you to investigate your product quality and your fulfillment procedures.
A-to-z Guarantee Claim Rate
The goal is less than 0.5% of orders.
Refund Rate
The goal is less than 5% of the number of units sold.
If negative feedback exceeds 15% over a 30 day period, we will notify you with a Performance Warning e-mail. We also closely monitor claims and refunds closely; if we see that your feedback rates are rising, we will also send a Performance Warning. Multiple Performance Warnings can lead to account termination.
How do I improve?
Actively manage and encourage feedback
Solicit feedback in all communications that go out to the customer, such as the invoice in the package, as well as in the shipping confirmation e-mail. Include a link to account http://www.amazon.com/exec/obidos/account-access-login/ and encourage customers to click the "Leave seller feedback" link.
Investigate every negative feedback you receive to track the root cause of that problem and then work to resolve it. Work with the customer to make the experience better, by issuing a refund, shipping a replacement item, or even sending a complimentary gift certificate.
Buyers can remove feedback for any transaction up to 60 days after the date they submitted their feedback. If you believe you've corrected the problem, contact your customer and ask them to remove their negative feedback.
Amazon.com sends a feedback reminder e-mail thirty days after the order date to remind buyers to leave feedback.
Submit keywords for your products
Search words are the most common way customers locate products on Amazon.com. Good search terms increase your visibility. See the related help topic for more information.
Use the Browse Tree Guide (BTG) to classify your products.
As mentioned above, if a product is not listed within a browse node, it will not be available in either Search or Browse results; therefore, there is a low chance that customers will ever see your products. If your item is listed in a browse node, but not the most specific node possible, it will be searchable but not browseable - that is, as customers browse deeper into categories, they won't see your products, and you could be missing half of your possible sales.
What is a BTG? The BTG is a guide that contains the rules Amazon uses to populate browse trees so customers can find products when using Browse. To categorize products, Amazon relies upon data supplied by merchants. The majority of the data used by Browse is found in the five catalog fields mentioned above (ItemType, TargetAudience, UsedFor, SubjectContent and OtherItemAttributes). Amazon uses this data to create groups of categories called browse trees. These categories are structured in logical paths so that users can navigate from point to point in the browse tree. Each point in the path is a browse node. A point that has subcategories is a branch node, and a node that is the terminal point in the path is a leaf node. Browse nodes are identified by their browse node IDs. BTGs are category specific documents and can be found in Seller Central Help.
Encourage product reviews
Conversion rate (percentage of visitors who buy after viewing the product) for products with positive customer reviews on detail pages is much higher than for products that have no reviews. When you send your shipping confirmation e-mail, include a link to the product detail page for the purchased product and ask your customer to write a review of the product. We encourage you to include a link to the product detail page (of the product which the customer just purchased from you) in the shipping confirmation e-mail that requests customers to write a review for the product. You will be surprised how customers respond if you make it easy for them to leave you feedback or write reviews for your products!
Check your prices, images and content for the offers you are listing against.
A good detail page contains a descriptive and eye-catching product title, clear and inspiring product images, clear and concise bullet points, imaginative and descriptive product descriptions, and a compelling price.
Good detail pages also contain helpful product reviews which you can encourage your customers to provide.
Example of a good detail page.
Check your shipping methods
Are they accurate? Do they make sense?
Do you have a high number of A-to-z Guarantee claims?
What are the root causes? Are there issues you have not addressed?
Are your inventory feeds successful?
Do you have error messages that you have not addressed?
To contact Amazon's technical support team, please use the Contact Us form.