Selling-on-Amazon亚马逊成功之道(国际站)课件

1、Selling on Amazon Clothing Style GuideSelling on Amazon Clothing Sty目录1.Title标题2.Key Product Features卖点3.Product Descriptions货描 4.Images图片5.Variation Relationships产品变体6.Browse & Search浏览搜索目录1.Title标题Title标题是 第一印象标题是否包含正确信息最多80个字符标题显示在搜索结果页面好的标题可以增加流量如何写好标题？Title标题是 第一印象Title正确首字母大写（虚词除外）使用数字，不用拼写如果是

2、套装，用括号写明几套，如（pack of 3）简明扼要做多80个字符子产品标题包含尺寸颜色信息错误不要包含价格和数量不要全部大写连词，冠词，少于五个字母的介词不要首字母大写不要包含卖家信息不要包含促销信息（sale, free ship）,使用营销管理工具即可不要使用卖家名称作为品牌和制造商名字不要包含特殊符号，如!*?不要使用主观词，如 Hot Item, Best Seller, Great Gift， Available in 3 colors不要包换搜索词主产品标题不要包含尺寸颜色信息Title正确首字母大写（虚词除外）错误不要包含价格和数量Title标题应该包含的元素主产品标题: B

3、rand + department/(and Special Size, if applicable) + product name独立产品或子产品标题Brand + department/(and Special Size, if applicable) + product name + size + color Title标题应该包含的元素TitleParentage Brand Department Product Name Size Color SpecialSizeType Parent Calvin Klein Womens Sleeveless Mixed-Print Prair

4、ie Dress Child Calvin Klein Womens Sleeveless Mixed-Print Prairie Dress 4Red Parent Carharrt Boys Washed Bib Overall Child Carharrt Boys Washed Bib Overall 7Dark Blue Parent Dockers Mens Big & Tall Classic Fit Pants Child Dockers Mens Big & Tall Classic Fit Pants 48W x 38L Khaki big-tall 主产品不需要写尺寸和颜

5、色信息子产品一定要写尺寸和颜色信息，在checkout时，客户可以看到这些尺寸和颜色信息，以确定是否选择了正确的颜色。order report也能显示这些信息TitleParentage Brand DepartmenTitleTitleKey Product Features显示在产品页面，图片右侧5行每行100个字符Content Example: Feature Bullets Materials 100% organic cotton Care Instructions Machine wash warm, tumble dry; Dry clean only; Hand wash,

6、hang to dry Fit Slim fit; Authentic fit - not too fitted, not too loose Quantity in Package 6 pack Dimensions Tapered leg with 16 1/2 leg opening Specific product benefit Interior security pocket; Smooth and slims entire waistline; Radial sleeves for easier arm movement Country of Origin Made in Chi

7、na Key Product Features显示在产品页面，图片Product Descriptions 2000个字符Do Do Not Describe the major product features and list product information including size, used-for and style Keep it short, but include critical information Include accurate dimensions, care instructions and warranty information Use corre

8、ct grammar and complete sentencesDo not include your seller name, e-mail address, website URL, or any company-specific information Do not write about anything but the product for sale; this is your opportunity to tell the customer what they are buying Do not include promotional language such as sale

9、 or free ship (use the Manage Promotions tool in your seller account)Product Descriptions 2000个字符DoImages每个产品至少一张图片主图（ Main ）也就是第一张图，显示在 搜索结果，Browse Pages 以及 产品页的默认图白色背景，产品占画面85%，长宽比190:246一边至少1001像素，jpeg,tiff,gif格式其他图片可以用白色背景，不是必须的Images每个产品至少一张图片Images其他图片，可以不同角度展示产品打开产品页面，显示子产品的主图Images其他图片，可以不同角

10、度展示产品打开产品页面，显示Images点击主图，弹出窗口，Images点击主图，弹出窗口，Images点击主图，弹出窗口，Images点击主图，弹出窗口，Variation Relationships产品变体 关系构成元素：1.主产品2.子产品3.关联关系Variation Relationships产品变体 关系Variation Relationships1.主产品作用不是用来销售产品的页面显示子产品的共有特性链接子产品，建立关联关系主产品标题显示在搜索结果标题格式Brand+ Department/(and Special Size, if applicable + Product N

11、ame/style Variation Relationships1.主产品Variation Relationships2.子产品作用是待售产品多个子产品关联到一个主产品每个子产品略有不同，比如尺寸和颜色子产品标题格式Brand + Department/(and Special Size, if applicable + Product Name + size + color Variation Relationships2.子产品Variation Relationships3.关联关系作用显示子产品之间的区别客户点击尺寸和颜色下拉单选择特定产品Brand + Department/(a

12、nd Special Size, if applicable + Product Name + size + color Variation Relationships3.关联关系Variation Relationships使用关联关系时，必填字段SKU Parentage (“parent” 或者 child) Parent SKU (只有子产品需要填写，填主产品SKU) Relationship Type (填variation) Color Size Variation Theme (Size, Color, Size/Color) Variation Relationships使用关

13、联关系时Browse & Search客户找到你的两种方式1.Browse Item Type Keywords2.Search Search TermBrowse & Search客户找到你的两种方式Browse Item Type Keywords1.Browse Option消费者为了让消费者更方便找到想要的产品亚马逊设置了具体的产品等级和浏览分类用户一层层的点击进入更深层的分类，直到最具体的产品类别商家亚马逊使用你的Item Type Keywords将你的产品分到正确的分类节点用户一层层的点击分类，为了能让用户在最深层次也找到你，分类必须正确所以 polo shirts应该分到pol

14、o-shirts，而不是 clothing或者shirts一个分类，就是一个节点nodeBrowse Item Type Keywords1.BBrowse Item Type Keywords如何选择和设置1.下载最新的Browse Tree Guide (BTG). 2.找到Apparel工作表，Node Path栏，搜索名词，如sports bra3.找到相应栏的Query值，然后设置相应的搜索词Browse Item Type Keywords如何选Browse-Special Size Type Department Special Size Type Value 何时使用women

15、s plus-size 女款超大码服装，18码或者xxxl以上的使用womens petite 女款服装，身高54”以下womens petite-plus-size For womens petite plus apparel, including short length plus size pant/jean styles. womens tall For womens tall apparel, typically designed for women more than 57” tall. womens tall-plus-size For womens tall plus appa

16、rel. mens big For mens big apparel in regular lengths. Use this value for sizes XXX-Large or above. mens tall For mens tall sizes and long inseams in sizes below XXX-Large. mens big-tall For mens tall sizes and long inseams in sizes XXX-Large and larger. mens short For mens short length pants. girls

17、 plus-size For girls plus size apparel. girls slim For girls slim fit apparel. boys husky For boys husky fit apparel. boys slim For boys slim fit apparel. Browse-Special Size Type DeparSearch- Search Term Search Term用于搜索框产品标题和品牌名，默认为搜索词如何使用其他词语，让客户找到你Search- Search Term Search TerSearch- Search Term 每个产品可以设置5个搜索词每个词长度最多50个字符，一共250个字符不要重复标题，卖家和品牌名（默认设置为搜索词）标题任意单词，卖家和品牌名可以和搜索词组合（若terms是长词，amazon不会进行分词，如标题是abc，搜索词有cd,def,gh,ij,k，组合模式可以是bdef,defb,不可能