Amazon.com 上的成功要素

買家找到您的產(chǎn)品后，您需要為他們展示具有吸引力的產(chǎn)品方案。高質(zhì)量的圖片和有效的產(chǎn)品詳細(xì)信息可以誘使買家購(gòu)買您的產(chǎn)品。

清晰且高質(zhì)量的圖片

圖片是否清晰？是否采用了白色背景？是否良好展示了您正在銷售的產(chǎn)品？

優(yōu)秀的產(chǎn)品詳細(xì)信息和說(shuō)明

買家是否獲知了必要的信息，使得他們可以滿懷信心地從您這里購(gòu)買該商品？

有效的推銷

根據(jù)您提供的信息，您的產(chǎn)品是否出現(xiàn)在目錄的適當(dāng)區(qū)域？

定價(jià)和發(fā)貨

• 相對(duì)于競(jìng)爭(zhēng)對(duì)手產(chǎn)品，您的是否具備競(jìng)爭(zhēng)力？

• 如果您的產(chǎn)品是獨(dú)一無(wú)二的商品、收藏家的藏品或設(shè)計(jì)師的作品，買家是否具備足夠的信息來(lái)評(píng)判價(jià)格的合理性？

• 您能否提供運(yùn)費(fèi)優(yōu)惠來(lái)推進(jìn)交易？

作為賣家，請(qǐng)?jiān)诤罄m(xù)提供良好的客戶服務(wù)、卓越的購(gòu)買體驗(yàn)并因此獲得良好的評(píng)分。

圖片

有效的產(chǎn)品圖片可激發(fā)買家的想象力并促使他們購(gòu)買您的產(chǎn)品。根據(jù)以下準(zhǔn)則評(píng)估您的圖片質(zhì)量：

• 圖片在尺寸、顏色等方面與產(chǎn)品說(shuō)明相符。

• 可在圖片上識(shí)別出產(chǎn)品。

• 圖片是照片，而非繪畫。

• 圖片的拍攝角度突出了產(chǎn)品優(yōu)點(diǎn)。

• 圖片對(duì)焦清晰，產(chǎn)品采光效果出色。

• 特寫畫面不會(huì)被高光或陰影所遮蔽。

• 產(chǎn)品至少占據(jù) 80% 的圖片畫面。

• 圖片展現(xiàn)了完整的產(chǎn)品。

• 主要的圖片必須采用純白背景。

創(chuàng)建產(chǎn)品信息時(shí)，請(qǐng)考慮采用以下標(biāo)題和品牌準(zhǔn)則：

• 產(chǎn)品標(biāo)題應(yīng)誘使買家購(gòu)買您的產(chǎn)品。

• 為產(chǎn)品標(biāo)題和品牌名稱采用首字母大寫。請(qǐng)勿使用“全部大寫”。買家對(duì)于雜亂的產(chǎn)品和頁(yè)面十分敏感。

• 產(chǎn)品標(biāo)題應(yīng)僅包含特定于商品的相關(guān)信息。送貨、促銷信息或賣家名字不應(yīng)包含在產(chǎn)品標(biāo)題中。

• 如果商品是設(shè)計(jì)師的作品，“品牌”字段中應(yīng)包含設(shè)計(jì)師的名字。如果產(chǎn)品是無(wú)品牌的商品，“品牌”字段中應(yīng)包含賣家的名字。

• 應(yīng)根據(jù)制造商的標(biāo)準(zhǔn)格式輸入品牌名稱。例如，TAG Heuer。

產(chǎn)品功能要點(diǎn)

測(cè)試表明，精心制作的產(chǎn)品要點(diǎn)可以增加銷售額。買家依賴這些產(chǎn)品要點(diǎn)來(lái)理解關(guān)鍵的產(chǎn)品功能。

制作產(chǎn)品要點(diǎn)時(shí)，請(qǐng)遵守以下準(zhǔn)則：

• 突出展示您希望買家考慮的關(guān)鍵特點(diǎn)，比如大小/尺寸、適齡性、產(chǎn)品的理想條件、技能水平、成分含量、原產(chǎn)地等。

• 保持一致的順序。如果您的第一個(gè)產(chǎn)品要點(diǎn)是原產(chǎn)地，那么請(qǐng)為所有的產(chǎn)品保持相同的順序。

• 重申標(biāo)題和說(shuō)明中的重要信息。

• 請(qǐng)?jiān)诿織l要點(diǎn)開頭使用大寫。

• 請(qǐng)以句段書寫，不要在結(jié)尾加入標(biāo)點(diǎn)符號(hào)。

• 請(qǐng)勿包含促銷和定價(jià)信息。

以下要點(diǎn)列表在描述一套雨具時(shí)遵照了這些準(zhǔn)則：

• 美國(guó)制造

• 100% 防水

• 100% 透氣

• 可選購(gòu)卡其色、黃色或綠色

• 退款滿意擔(dān)保

產(chǎn)品說(shuō)明

在介紹您的產(chǎn)品時(shí)，您可能希望在產(chǎn)品要點(diǎn)中包含一些關(guān)鍵特性。一份制作精良的產(chǎn)品說(shuō)明可以幫助買家想象擁有或使用您的產(chǎn)品所帶來(lái)的體驗(yàn)。

設(shè)身處地地為買家著想。他們希望感受、觸摸和思考什么？您的產(chǎn)品將如何改善他們的生活方式？包含與您的產(chǎn)品的體驗(yàn)、使用和優(yōu)勢(shì)有關(guān)的信息有助于激發(fā)買家的想象。這就跟創(chuàng)造實(shí)體店體驗(yàn)的過(guò)程差不多。

避免使用過(guò)于簡(jiǎn)單的說(shuō)明，如下所示：

• “專為音頻專業(yè)人士打造的、堅(jiān)固耐用的麥克風(fēng)?！?/p>

• “可洗帆布褲，背面帶有人造麂皮裝飾?！?/p>

而是考慮采用以下充實(shí)且吸引人的說(shuō)明：

• “秉承 SM58? 的傳統(tǒng)，Beta 58A 動(dòng)態(tài)麥克風(fēng)早已成為聲樂(lè)家和巡回演出歌手的首選。Shure Beta 58A 是一款高輸出超心型動(dòng)態(tài)聲學(xué)麥克風(fēng)，專為專業(yè)擴(kuò)聲和項(xiàng)目工作室錄音而設(shè)計(jì)。它在自身的整個(gè)頻率范圍內(nèi)都保持了真正的超心型模式。這確保了極高的前增益、最大程度地把其他音源隔離以及最低程度的離軸音色。Beta 58A 擁有極為適合人聲特寫的成形頻率響應(yīng)。即便遭遇粗暴操作，這款麥克風(fēng)的卓越性能也不會(huì)受到影響，因?yàn)樗菆?jiān)固的結(jié)構(gòu)、經(jīng)得起考驗(yàn)的減震架系統(tǒng)以及加固的鋼制網(wǎng)罩有助于抵御各種損傷。Beta 58A 的典型用途包括主唱、和聲和演講。”

• “采用運(yùn)動(dòng)風(fēng)格裁剪，這些純棉帆布褲可能是您穿過(guò)最耐磨和舒適的長(zhǎng)褲。背面口袋上的可洗人造麂皮裝飾和 D 型環(huán)增加了耐磨性，延長(zhǎng)了穿戴壽命。可選購(gòu)棕色、綠色、卡其色或石色?？上础＿M(jìn)口。”

定價(jià)和發(fā)貨

在研究具備吸引力的價(jià)格點(diǎn)時(shí)，調(diào)查競(jìng)爭(zhēng)對(duì)手的產(chǎn)品。也別忘記將運(yùn)費(fèi)成本考慮在內(nèi)。在決定進(jìn)行在線購(gòu)物時(shí)，買家始終將運(yùn)費(fèi)成本視為主要問(wèn)題。提供免費(fèi)送貨可以顯著增加銷售額。尤其要考慮廉價(jià)商品。價(jià)值 5 到 10 美元的商品卻要花費(fèi) 5 美元的運(yùn)費(fèi)，這種價(jià)格可不太具有吸引力。

您還需要讓客戶清楚理解您的送貨政策 -- 包括運(yùn)費(fèi)和交貨時(shí)間。使用“您的”功能以在“發(fā)貨設(shè)置”中將這些內(nèi)容添加到您提供的信息中。

Success Factors on Amazon.com

After a buyer finds your product, you need to present them with a compelling offer. Quality images and effective product details entice buyers to purchase your products.

Clear, high-quality images

Is the image clear, on a white background, and a good representation of the product you are selling?

Great product details and descriptions

Does the buyer have the information they need to confidently purchase this item from you?

Effective merchandising

Do your items show up in the appropriate areas of the catalog based on the information you provided?

Pricing and shipping

• Are your products priced competitively against comparable items?

• If your products are unique, collector, or designer items, does the buyer have enough information to justify the price?

• Can you offer shipping incentives to sweeten the deal?

Follow up with great customer service, an excellent buying experience, and (as a result) great feedback ratings for you as a seller.

Images

Effective product images stimulate a buyer's imagination and inspire them to purchase your product. Evaluate your image quality based on these guidelines:

• Image matches the product description in size, color, and so on.

• Product is recognizable.

• Image is a photo and not a drawing.

• Photo is taken at a flattering angle.

• Image is focused and product is well-lit.

• Close-up shots are not obscured by highlights or shadows.

• Product occupies at least 80% of the image area.

• Entire product is shown in the image.

• Main images must have a pure white background.

Consider these title and branding guidelines when creating your listings:

• Product title should entice buyers to purchase your products.

• Use title case for product titles and brand names. Do not use ALL CAPS. Buyers are wary of products and pages that appear to be shouting at them.

• Product titles should contain only relevant information specific to the item. Shipping, promotional information, or seller name should not be included in the product title.

• If the item is a designer item, the designer name goes in the Brand field. If it is an unbranded item, the seller name goes in the Brand field.

• Brand names should be entered according to the manufacturer's standard format. For example, TAG Heuer.

Product Feature Bullets

Testing shows that well-crafted bullet points increase sales. Buyers rely on them to understand key product features.

Use the following guidelines as you craft your bullet points:

• Highlight the key features you want buyers to consider, such as size/dimensions, age appropriateness, ideal conditions for the product, skill level, contents, country of origin, and so on.

• Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your products.

• Reiterate important information from the title and description.

• Begin each bullet point with a capital letter.

• Write with sentence fragments and do not include ending punctuation.

• Do not include promotional and pricing information.

The bulleted list below follows these guidelines in describing a set of rain gear:

• Made in USA

• 100% watroof

• 100% breathable

• Available in khaki, yellow, or green

• Money-back satisfaction guarantee

Product Descriptions

As you describe your product, you might want to include some key features listed in your bullet points. Well-written product descriptions help the buyer imagine the experience of owning or handling your product.

Put yourself in the buyer's shoes. What do they want to feel, touch, think? How will their lifestyle be enhanced by your product? Incorporating information about the feel, usage, and benefits of your product can fire the buyer's imagination. This is as close as you can come to creating an in-store experience.

Avoid overly simplistic descriptions, such as these:

• "A rugged microphone for sound professionals."

• "Washable canvas pants with faux suede trim on the back."

Instead, consider these solid, compelling descriptions:

• "In the tradition of the SM58?, the Beta 58A dynamic microphone has become a top choice among vocalists and touring sound professionals. The Shure Beta 58A is a high-output supercardioid dynamic vocal microphone designed for professional sound reinforcement and project studio recording. It maintains a true supercardioid pattern throughout its frequency range. This insures high gain-before-feedback, maximum isolation from other sound sources, and minimum off-axis tone coloration. The Beta 58A has a shaped frequency response that is ideal for close-up vocals. The superb performance of this microphone is not affected by rough handling, because of rugged construction, proven shock mount system, and hardened steel mesh grille help protect it from damage. Typical applications for the Beta 58A include lead vocals, backup vocals, and speech."

• "Cut for active wear, these pure cOTTOn canvas pants might be the most durable and comfortable trousers you'll ever wear. Washable faux suede trim on back pockets and D-ring add durability and extended wear. Available in brown, green, khaki, or stone. Washable. Imported."

Pricing and Shipping

Research the competition as you develop a compelling price point. Do not forget to take shipping costs into account as well. Buyers consistently see shipping costs as the main issue when deciding to make an online purchase. Offering free shipping can significantly increase your sales. In particular, think about inexpensive items. A $5 shipping charge on $5 to $10 worth of merchandise is not very compelling.

You also need to clearly communicate your shipping policy -- both charges and delivery times. Use the "Your Info & Policies" feature to add to the information you provide in your "Shipping Settings".

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