假日季最佳實(shí)踐

同時(shí)處理庫(kù)存、訂單和買家消息會(huì)讓您在假日季異常繁忙。為了幫助您高效地管理這一切，我們整理了以下成功銷售的“最佳實(shí)踐”。從提供讓買家滿意的一流客戶服務(wù)，到積極管理庫(kù)存或處理負(fù)面反饋，我們?yōu)槟峁┝烁鞣N建議，助您輕松應(yīng)對(duì)假日銷售高峰。

持續(xù)追蹤您的庫(kù)存和訂單

積極管理您的庫(kù)存

積極管理您的庫(kù)存是應(yīng)對(duì)繁忙銷售季最有效的策略之一。確保您最暢銷的商品有充足的庫(kù)存。及時(shí)更新賣家平臺(tái)中的庫(kù)存數(shù)量，至少每天檢查一次。將處理時(shí)間（備貨時(shí)間）設(shè)定為您可以實(shí)現(xiàn)的時(shí)間范圍。處理時(shí)間不符合實(shí)際會(huì)造成買家的購(gòu)物體驗(yàn)不佳。

將您的商品與我們目錄中的正確 ASIN 匹配。錯(cuò)誤匹配的商品會(huì)造成買家聯(lián)系、商城交易保障索賠或信用卡拒付次數(shù)增加。您的商品必須與詳情頁(yè)面上顯示的商品完全一致。不要發(fā)布缺少零件或組件、存在缺陷或已殘損的商品。不接受在商品的備注字段中標(biāo)識(shí)這些差異。

請(qǐng)注意，必須先處理庫(kù)存文件上傳中的所有商品，然后相應(yīng)更改才會(huì)顯示在亞馬遜網(wǎng)站上。如果您做出的更改具有時(shí)效性，請(qǐng)使用單獨(dú)的庫(kù)存文件先上傳這些商品。詳細(xì)了解商品和商品信息。

創(chuàng)建富有吸引力的商品詳情頁(yè)面

在亞馬遜，我們一直盡力讓每種商品分類的詳情頁(yè)面外觀和風(fēng)格能夠保持一致。然而，對(duì)于商品展示的方式，各個(gè)分類的要求略有不同。我們的特定分類的模板非常方便您參考，可幫助您創(chuàng)建簡(jiǎn)潔、準(zhǔn)確和富有吸引力的商品詳情頁(yè)面。

密切管理您的訂單

密切注意假日銷售季期間的訂單狀況。不要僅靠“已售出，即將發(fā)運(yùn)”電子郵件來(lái)獲知自己有訂單。定期查看您的賣家平臺(tái)賬戶中是否有訂單，且每天配送新訂單。

按時(shí)確認(rèn)發(fā)貨；延遲確認(rèn)訂單會(huì)造成買家體驗(yàn)不佳。當(dāng)您確認(rèn)訂單時(shí)，請(qǐng)?zhí)峁┳粉櫨幋a、承運(yùn)人、配送方式和服務(wù)級(jí)別。為買家提供追蹤貨件進(jìn)度的方法是提供優(yōu)質(zhì)服務(wù)的重要環(huán)節(jié)。

盡快配送您的訂單。這樣做可以讓您和買家有更多時(shí)間解決可能出現(xiàn)的任何問(wèn)題，從而有助于避免任何訂單缺陷。如果您分開(kāi)配送同一訂單中的多個(gè)商品，請(qǐng)?jiān)诖_認(rèn)發(fā)貨時(shí)創(chuàng)建單獨(dú)的包裹，并提供每個(gè)包裹的追蹤信息。

考慮重新發(fā)布暢銷的缺貨商品

如果您是專業(yè)賣家，當(dāng)有大量潛在買家正在搜索您曾經(jīng)在亞馬遜上銷售的商品時(shí)，我們會(huì)通過(guò)電子郵件通知您。如果您收到“暢銷商品缺貨”之類的通知，請(qǐng)充分利用最近買家對(duì)商品的興趣，在假日銷售季再次銷售該商品。

提供一流的客戶服務(wù)

為買家提供令其滿意的一流客戶服務(wù)

為買家留下持久的印象：在假日銷售季期間提供一流的客戶服務(wù)。盡量在 24 小時(shí)內(nèi)回復(fù)買家的所有詢問(wèn)。為訂單增加個(gè)性化服務(wù) - 包括在裝箱單上加入感謝的字句。 按照我們的溝通指南，禮貌地與買家溝通，并快速專業(yè)地解決任何問(wèn)題。 提供一流的服務(wù)通?？梢宰屬I家滿意！

創(chuàng)建以提高曝光率

在熙熙攘攘的假日商城中，各種商品報(bào)價(jià)和商品如此之多，以致于您的亞馬遜商品很難從中脫穎而出。您的商品廣告能否出現(xiàn)在相關(guān)搜索結(jié)果的首頁(yè)，可能是您假日銷售季成敗的關(guān)鍵。

通過(guò)計(jì)劃，您可以對(duì)特定關(guān)鍵詞進(jìn)行競(jìng)價(jià)，這樣，當(dāng)亞馬遜的買家搜索其中一個(gè)關(guān)鍵詞時(shí)，您的廣告便有資格顯示在搜索結(jié)果首頁(yè)。廣告曝光免費(fèi)，您只需在買家點(diǎn)擊您的廣告并訪問(wèn)您的商品詳情頁(yè)面時(shí)付費(fèi)。

提供促銷和服務(wù)

假日購(gòu)物者喜歡促銷活動(dòng)。買家在線購(gòu)物時(shí)會(huì)查看各種促銷優(yōu)惠。

• 提供促銷（了解何時(shí)創(chuàng)建促銷以及如何創(chuàng)建成功的促銷）

• 創(chuàng)建促銷（了解有關(guān)如何創(chuàng)建、編輯和復(fù)制促銷的最佳實(shí)踐。）

提供加急配送服務(wù)

快速配送在假日期間對(duì)買家尤其重要。提供“次日達(dá)”和“隔日達(dá)”配送服務(wù)可以提高訂單量，因?yàn)檫@為買家多留出了幾天時(shí)間在假日到來(lái)之前下單。 為所有商品系列和非媒介類商品（圖書(shū)、音樂(lè)、影視）。

詳細(xì)了解配送媒介類商品（圖書(shū)、音樂(lè)、影視）。

提供禮品服務(wù)

不要糾結(jié)是否在假日期間提供禮品服務(wù)。對(duì)于希望在購(gòu)買商品時(shí)體驗(yàn)個(gè)性服務(wù)的買家而言，禮品包裝選項(xiàng)在假日期間備受他們的歡迎。請(qǐng)查看禮品概覽，了解如何為買家提供兩種選擇：在購(gòu)買的商品中隨附禮品消息或提供禮品包裝服務(wù)。 了解如何管理禮品選項(xiàng)。

監(jiān)控您的指標(biāo)和反饋

處理負(fù)面反饋

在亞馬遜上銷售商品時(shí)，您有責(zé)任與買家一起解決任何分歧。溝通通常是關(guān)鍵所在 - 只需解釋延遲原因或消除買家疑慮便可解決大部分問(wèn)題。但是有時(shí)候，某些訂單會(huì)導(dǎo)致賣家收到買家的負(fù)面反饋。

大部分賣家最終都會(huì)收到一些負(fù)面反饋。遇到這種情況要客觀看待：0-2% 的負(fù)面反饋率已經(jīng)很不錯(cuò)了。如果您的負(fù)面反饋率高于 5%，請(qǐng)審查您的業(yè)務(wù)實(shí)踐，以更正可能影響買家體驗(yàn)的任何運(yùn)營(yíng)問(wèn)題。請(qǐng)注意，您可以使用反饋管理器來(lái)回復(fù)反饋。但在此之前，我們建議您聯(lián)系買家，與其共同解決有關(guān)交易的任何問(wèn)題。如果買家認(rèn)為解決方法適當(dāng)，可能會(huì)刪除。詳細(xì)了解刪除以及如何提高反饋評(píng)分。

處理退貨、退款和交易保障索賠

及時(shí)解決亞馬遜商城交易保障索賠和服務(wù)信用卡拒付。每天查看您的亞馬遜商城交易保障索賠頁(yè)面，并積極解決任何問(wèn)題。為了幫助您避免承擔(dān)索賠賠償，請(qǐng)遵循我們的銷售政策。

為了改善客戶服務(wù)，除了退還基本的訂單成本外，偶爾您可能想要對(duì)訂單問(wèn)題對(duì)買家作出補(bǔ)償。您可以通過(guò)賣家賬戶的管理訂單部分發(fā)放優(yōu)惠。

詳細(xì)了解如何解決亞馬遜商城交易保障索賠，并了解信用卡拒付。了解如何發(fā)放優(yōu)惠和退款。

定期監(jiān)控您的賣家指標(biāo)

您的賣家指標(biāo)顯示了您在我們的績(jī)效目標(biāo)方面表現(xiàn)如何。經(jīng)常監(jiān)控您的賬戶狀況控制面板，這樣您就可以立即發(fā)現(xiàn)并解決運(yùn)營(yíng)問(wèn)題。訂單缺陷率（負(fù)面反饋、亞馬遜商城交易保障索賠和信用卡拒付）過(guò)高會(huì)導(dǎo)致賬戶被暫停甚至關(guān)閉。每天查看您的反饋和亞馬遜商城交易保障索賠頁(yè)面，并積極解決任何問(wèn)題。

確保您的賬戶和安全信息處于最新?tīng)顟B(tài)

更新您的設(shè)置、賬戶

將您賣家賬戶中的電子郵件聯(lián)系信息保持最新，并確保您的電子郵件程序或互聯(lián)網(wǎng)服務(wù)提供商不會(huì)將當(dāng)作垃圾郵件過(guò)濾掉。確保您賬戶中的信用卡和銀行卡號(hào)是最新的。

驗(yàn)證您的店鋪設(shè)置是否為最新，并發(fā)布客戶服務(wù)電話號(hào)碼（如有）。

請(qǐng)注意，根據(jù)，您不得在亞馬遜上的任何地方顯示您的 URL 的任何部分或版本（例如 .com、dot com、.net 等）。詳細(xì)了解設(shè)置和政策。

保持安全意識(shí)

不要將您的賬戶密碼或電子郵件分享給您未授權(quán)使用這些信息的任何人。閱讀我們有關(guān)如何確保賬戶信息安全的建議。 為您的所有設(shè)置。

將您的訂單設(shè)置為僅接受支付。如果賣家在支付系統(tǒng)之外參與可能存在合法性問(wèn)題的交易，則無(wú)法享受交易保護(hù)。

Holiday Season Best Practices

Juggling inventory, orders, and customer contacts can keep you extremely busy during the holiday season. To help you manage it all effectively, we've put together the following "best practices" for successful selling. From delighting your customers with great customer service, to proactively managing your inventory or dealing with negative feedback, we have ideas that may help you navigate the holiday selling rush.

Keep track of your inventory and orders

Manage your inventory proactively

Managing your inventory proactively is one of the most effective strategies during busy selling seasons. Make sure you have enough stock available for your most popular products. Keep quantities up to date in Seller Central, checking them at least daily. Set the handling time (lead time-to-ship) to a range you can achieve. Unrealistic handling times can lead to a poor buyer experience.

Match your products to the correct ASIN in our catalogue. Mismatched listings can result in increased buyer contacts, A-to-z Guarantee claims, or credit card chargebacks. Your products must be exactly the same as the product is represented on the detail page. You can’t list products that are missing parts or components, are defective, or are damaged. Identifying these differences in the comments field of the listing is not acceptable.

Remember that all products in an inventory file upload must be processed before any of the changes appear on Amazon. If you have time-sensitive changes, upload those first in a separate inventory file. Learn more about products and listings.

Create compelling product detail pages

At Amazon, we do our best to provide a consistent look and feel in every category. However, each category has slightly different requirements about how its products are displayed. Our category-specific templates are a convenient reference to help you create concise, accurate, and compelling detail pages for your products.

Manage your orders closely

Stay on top of orders during the holiday season. Don't rely solely on "Sold, ship now" emails to let you know you have orders. Check your Seller Central account frequently for orders and fulfill new orders daily.

Confirm shipments on time; orders that are confirmed late can lead to a poor buyer experience. When you confirm your orders, provide tracking numbers, carrier, shipping method, and service level. Giving buyers a way to track shipment progress is an important part of providing good service.

Ship your orders as soon as possible. Doing so will give you and the buyer more time to resolve any problems that might arise, which will help prevent any defects in your orders. If you ship products from the same order separately, create separate packages when you confirm the shipments, and provide tracking information for each.

Consider relisting popular out-of-stock products

If you’re a Professional seller, we’ll notify you via email when a significant number of potential buyers are looking for a product you once sold on Amazon. If you receive one of these popular out-of-stock notifications, take advantage of the recent buyer interest in the product and offer it again for the holiday season.

Provide great customer service

Delight buyers with great customer service

Make an impression on buyers that will last: provide excellent customer service during the holiday season. Make a point of responding to all of their inquiries within 24 hours. Add a personal touch to orders—include "thank you" notes on packing slips. Be courteous in your correspondence with buyers as per our communication guidelines, and address any problems quickly and professionally. Providing world-class service usually results in buyer appreciation.

Create Sponsored Products to gain visibility

In a crowded holiday market, with so many offers and products it can be very difficult to make your Amazon listings stand out. Having your product ads appear on the first page of relevant search results may make the difference between a holiday season that is successful and one that is not.

With Amazon’s advertisement program, Sponsored Products, you bid for specific keywords so when an Amazon shopper searches for one of these keywords, your ad is eligible to display on the first page of the search results. Impressions are free and you only pay when a shopper clicks on your ad and visits your product’s detail page.

Offer promotions and free shipping

Holiday shoppers love promotions. When shopping online, buyers look at the whole range of promotional offerings.

• Offer promotions (Read about when to create a promotion and what a successful one looks like)

• Create a promotion (Learn best practices on how to create, edit, and duplicate promotions.)

Offer expedited shipping

Speedy shipping is especially important to buyers during the holidays. Offering One-Day and Two-Day shipping can increase order volume as it provides buyers with a couple of extra days to place an order with you before the date of the holiday. Set your shipping rates for all product lines and non-BMVD Products.

Learn more about shipping books, music, videos, and DVDs (BMVD) products.

Offer gift services

Don’t get wrapped up in trying to decide whether or not to offer gift services this holiday. Gift wrap options are popular during the holiday with buyers looking to add that special touch to their purchases. Check out the gifting overview to learn how to give buyers the option to include a gift message with their purchase, or have it gift-wrapped. Learn how to manage gift options.

Monitor your metrics and feedback

Deal with negative feedback

When you sell on Amazon, it’s your responsibility to work with the buyer to resolve any differences. Communication is usually the key–simply explaining a delay or reassuring a buyer puts most issues to rest. But sometimes an order results in the seller receiving negative feedback from the buyer.

Most sellers will eventually receive some negative feedback. When it happens to you, put it in perspective: a 0-2% negative feedback rate is great. If your negative feedback rate is greater than 5%, review your business practices to correct any operational problems that might affect a buyer's experience. Remember that you can respond to feedback using the Feedback Manager. But before you do, we encourage you to contact the buyer and work together to resolve any issues regarding the transaction. The buyer could then remove the feedback if they feel it would be appropriate. Learn more about feedback removal and how to improve your feedback rating.

Handle returns, refunds, and A-to-z Guarantee claims

Address A-to-z Guarantee claims and service chargebacks promptly. Check your A-to-z Guarantee claim pages daily, and proactively resolve any issues. To help prevent being held responsible for the reimbursement of a claim, follow our selling policies.

In the interest of customer service, you may occasionally want to compensate buyers for order issues aside from or in addition to refunding basic order costs. You can issue concessions using the Manage Orders section of your seller account.

Learn more about resolving A-to-z Guarantee claims and read about chargebacks. Learn how to issue concessions and refunds.

Monitor your customer metrics regularly

Your customer metrics indicate how you are doing with respect to our performance targets. Monitor your Account Health Dashboard frequently so you can spot and resolve operational problems promptly. Excessive order defect rates (negative feedback, A-to-z Guarantee claims, and chargebacks) can cause account suspensions and even account closures. Check your feedback and A-to-z Guarantee claim pages daily, and proactively resolve any issues.

Ensure your account and security info is up to date

Update your settings, account information, and policies

Keep your email contact information is up to date in your seller account, and make sure that Amazon email is not being filtered as spam by your email program or Internet service provider. Make sure that your credit card and bank account numbers in your account are current.

Verify that your store settings are up to date and post a customer service phone number if you have one.

Remember, by Amazon policy, you cannot display any portion or version of your URL (such as .com, dot com, .net, and so on) anywhere on Amazon. Learn more about settings and policies.

Keep safety and security in mind

Don't share your account password or email with anyone you haven't authorized to use it. Read our suggestions for how to keep your account information secure. Set up Two-Step Verification for all of your Amazon accounts.

Only accept Marketplace Payments by Amazon for your orders. Sellers are not protected against transactions that may or may not be legitimate if they are engaged in those transactions outside of the Marketplace Payments by Amazon system.

If the customer asks you to ship to an address different from the one provided by Amazon, cancel the order. Then ask the customer to place a new order with the correct address. Spoofed email (or "phishing") is becoming an increasing concern for all of us. These emails attempt to obtain your confidential information, such as your user account and password; this information is then used to gain fraudulent access to your accounts. Learn how to identify and report “spoofed” emails to Amazon.

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特別聲明：以上文章內(nèi)容僅代表作者本人觀點(diǎn)，不代表ESG跨境電商觀點(diǎn)或立場(chǎng)。如有關(guān)于作品內(nèi)容、版權(quán)或其它問(wèn)題請(qǐng)于作品發(fā)表后的30日內(nèi)與ESG跨境電商聯(lián)系。