新手须知!如何入驻亚马逊平台

“我要开店”须知

您已阅读了亚马逊卖家协议及相关政策和指南,我们希望为您提供更多信息,它们对于在亚马逊上成功销售商品至关重要。

我们发现,亚马逊上的新卖家常常会沿用他们在其他销售服务方面的经验,并认为所有卖家服务的运作方式都相同。他们可能认为无需过多关注卖家协议及平台政策和指南中的细节。因此,我们收到来自卖家的信息通常这样开头:我不知道我应该……

我们不希望您陷入那种处境,因此会向您介绍新卖家最容易忽略的一些事项。

须知事项

注册为亚马逊上的卖家时,您即为您的业务创建了一个卖家账户。
重要: 禁止操作和持有多个卖家账户。

您可以用清晰、详细的信息介绍您的政策,这有助于培养买家对您业务的信任。
请注意,您的退货政策对买家的优惠程度不得低于亚马逊退货政策。请参阅此页面底部的“客户服务”部分以了解更多信息。

须完成的事项

提供将在亚马逊上显示的企业名称,以便买家可以记住您的公司。
确保您的企业联系信息为最新信息(电子邮件地址和电话号码 [如可用]),以便我们在必要时与您联系。
确保用于支付和结算的信用卡及银行账户信息始终为最新状态
提供配送和退货政策,以帮助建立买家的信任度。
介绍您提供的任何礼品赠言和礼品包装服务。
将您的徽标上传到卖家账户 – 您的店铺徽标图片必须恰好为 120 x 30 像素。
您输入的公司信息应仅与您在亚马逊上管理业务的方式有关。
设置运费,以便买家知道您的运费是多少。

须避免的事项

注册多个卖家账户
在商品上传数据、企业名称或其他公司信息中包含网站 URL,指引买家访问您自己的网站或第三方网站

发布商品

须知事项

在正确分类下使用正确的信息发布商品对于打造良好的买家体验和出色的卖家绩效至关重要。
您所有的商品信息必须符合风格指南中针对您的商品分类的标准。
亚马逊买家期望购买的商品得到妥善打包并按时送达。
商品详情页面不属于任何卖家。商品名称、图片和详细信息必须特定于商品本身,而不是任何单件商品或卖家促销。
在卖家平台中设置您的运费、销售定价和促销;请勿在您的商品详情中包含任何此类信息。
您的亚马逊卖家协议规定,您在亚马逊上发布商品的价格及其他销售条款必须与您其他在线销售渠道出售的同一产品相同或优于后者。

须完成的事项

商品名称

提供仅与特定商品有关的信息.
名称既要简短,又必须包含关键信息.
最多 100 个字符
以商品品牌(如果有)开始 – 不要以卖家开始。
包含型号(如果有)。
仅使用纯文本(非 HTML 格式)。
注意使用正确的大小写。
使用阿拉伯数字(“2”而非“二”)。

图片

仅展示要销售的商品,而且无辅助物 – 即买家实际上会收到的商品。
使用纯白色背景(RGB 值为 255、255、255)。
提供 1,000 x 500 像素或更大的图片。
商品必须占据至少 85% 的图片区域。
图片格式必须为 JPEG (.jpg)、TIFF (.tif) 或 PNG (.png)。最好为 JPEG。
使用专业拍摄的照片。

须避免的事项

商品名称

营销信息、促销或不是描述商品本身的其他任何信息(例如商品名称中出现“优惠 x%”、营销消息、卖家 URL 或卖家名称)
为您的商品选择一个与现有亚马逊分类树不匹配的分类
HTML 代码
全部大写
符号(! * $ ?)

图片

展示并非与商品一起销售的配件和道具
主图片为生活照(例如显示某人在使用该产品)
一张图片展示商品的多个颜色或视角
彩色背景
禁止使用图形、插图或动画图片
图片上有边框、水印、文字、URL、卖家徽标或名称
裸体
人体模特
素描或艺术表现形式

买家订单

须知事项

设置您的卖家账户时,您将看到有关配送期望的信息,您需要将这些信息整合到您的订单和配送流程中。您还会注意到,您需要在订单发货后向亚马逊确认,以便我们可以通知买家订单进度,并向其提供的付款方式收取购买商品的费用。
您必须向亚马逊确认您已发货,以便接收付款。在您确认之后,亚马逊便会向买家发送发货确认电子邮件并设置预计送达日期。
您需要在 2 个工作日内为媒介类商品(图书、音乐、影视)发货。对于非媒介类商品,您必须在您指定的配送有效日期之前发货。

须完成的事项

检查默认配送设置,并针对您的配送模式进行自定义设置。
至少每天检查一次您的卖家账户中是否有新订单。
安排订单报告,以追踪订单和订单信息。

须避免的事项

在包装材料中随附任何营销或促销材料
仅依靠电子邮件通知 – 电子邮件可能丢失或被删除

客户服务

须知事项

亚马逊退货政策规定,在送达后 30 天内退回全新的未开封商品,买家可获得全额退款。根据亚马逊退货政策,您需要接受这些退货并发放退款。
亚马逊将向买家提供所有订单和发货确认电子邮件;您不得发送订单或发货确认电子邮件。这旨在避免买家收到冲突的消息或产生疑惑。请注意,“我要开店”要求您与买家进行的沟通较少,因为大部分流程沟通均由亚马逊完成。
不得向亚马逊买家发送营销或广告消息,也不得以任何方式引导其从亚马逊销售流程转出 – 即便在允许沟通的情况下(如回复买家有关商品或订单的疑问时)也不得如此。

须完成的事项

在承诺的配送准备时间和发货时间范围内配送所有订单,且配送的商品与您发布销售的商品完全一致。
清楚地说明您的配送、退货和退款政策和流程以及其他相关信息。
除非订单配送和相关的客户服务需要,否则不得向买家发送通信内容。
迅速回复买家有关其订单状态的问题。
请记住,买家期望卖家提供的客户服务水准与亚马逊为其提供的客户服务水准相同。如果您未达到此标准,可能需要应对一些不满意的买家。
当买家请求了解信息、退货或退款时,应保持礼貌、耐心。

须避免的事项

为了获得正面反馈而贿赂买家
将买家通信内容用于营销目的,或在电子邮件中引导买家访问您自己的网站或第三方网站

 

 

亚马逊官网原文详情:

What you need to know to sell on Amazon

Overview

Now that you’ve read your Amazon seller agreement and associated policies and guidelines, we want to give you additional information that is key to selling successfully on Amazon.

We find that new sellers on Amazon often bring with them their experiences with other selling services and assume that all seller services work the same. They might think that there’s no need to pay much attention to the details in your seller agreement and the program policies and guidelines. As a result, we receive communications from sellers that begin with “I didn’t know I was supposed to…”.

We don’t want you to find yourself in that position, so we are presenting you with some of the things that are most commonly overlooked by new sellers.

Your seller account

Things to know

 

When registering as a seller on Amazon, you create a single seller account for your business.
Important: Operating and maintaining multiple seller accounts is prohibited.

You can help build customer trust in your business by providing clear and detailed information about your policies.
Take into account that your return policies must be at least as favorable to buyers as Amazon return policies. See the Customer service section at the bottom of this page for more information.

 

Things to do

 

Provide the business name that will be displayed on Amazon so that customers remember your company.
Make sure your business contact information is current (email and phone number, if available) so that we can contact you, if necessary.
Keep credit card and bank account information current for payments and settlements.
Provide shipping and return policies to help build customer trust.
Describe any gift messaging and gift wrap services that you might offer.
Upload your logo to your seller account — your storefront logo image must be exactly 120 x 30 pixels.
Only enter company information specific to how you manage your business on Amazon.

 

Things to avoid

 

Registering multiple seller accounts.
Including website URLs in product feeds, business name, or other company information that might refer customers to your website or a third-party website.

 

List products

Things to know

 

Listing products in the right categories and with the correct information is critical for good customer experience and strong seller performance.
Amazon customers expect their products to be well-packaged and to arrive on time.
Product detail pages do not belong to a single seller. The product title, image, and details must be specific to the product itself, not to any individual product or seller promotions.
Set up your shipping rates, sale pricing, and promotions in Seller Central; don’t include any of this information in your product listing details.

 

Things to do

 

Product titles

Provide information about the specific product only.
Keep it short, but include critical information.
100 characters maximum.
Start with the product brand where appropriate and not the seller.
Include a model number, when available.
Use only plain text (no HTML formatting).
Pay attention to correct capitalization.
Use numerals (“2” instead of “two”).

 

 

 

Images

Show only the product that is for sale, with no accessories — what the buyer will actually receive.
Use a pure white background (RGB values of 255,255,255).
Provide images with 1,000 x 500 pixels or larger.
The product must fill at least 85% of the image area.
The image format must be JPEG (.jpg), TIFF (.tif), or PNG (.png). JPEG is preferred.
Use professional photographs.

 

 

Things to avoid

 

Product titles

Marketing information, promotions, or any other information that is not descriptive of the product itself (for example, “x% off”, marketing messages, seller URL, or seller name in the title).
Selecting a category for your product that does not match the existing Amazon browse tree.
HTML code
ALL CAPS
Symbols (! * $ ?)

 

 

 

Images

Showing accessories and props that are not sold with the product.
Lifestyle pictures for the main image that show, for example, people using the product.
A single image displaying multiple colors or views of the product.
Colored backgrounds.
Graphics, illustrations, or animated images are not allowed.
Borders, watermarks, text, URLs, seller logo, or name on the images.
Mannequins.
Line drawings or artistic representations.

 

 

Customer orders

Things to know

 

When you set up your seller account, you’ll find information about shipping expectations that you should integrate into your order and fulfillment processes. You are also required to confirm to Amazon after shipping your orders. This enables us to inform customers about their order progress and charge their payment method for the purchase.
You must confirm to Amazon that you have shipped the product to be able to receive payment. This confirmation will also trigger Amazon’s shipment confirmation email to the customer and will set the expectation for the estimated delivery date.
You are required to ship media products (books, music, DVD, and video) within 2 business days. Non-media products must be shipped by the shipping availability date you specify.

 

Things to do

 

Review your default shipping settings and customize them to fit your fulfillment model.
Check your seller account daily for new orders.
Schedule order reports to track orders and order information.

 

Things to avoid

 

Including any marketing or promotional materials within the packing materials.
Relying only on email notification — emails can get lost or be deleted.

 

Customer service

Things to know

 

Amazon’s refund policies allow for the return of new and unopened items within 30 days of delivery for a full refund. You are required to accept those returns and provide a refund, in accordance with Amazon Returns Policy.
Amazon will provide all the order and shipping emails to customers; you must not send order or shipment confirmation emails. This is to avoid conflicting messaging or confusion for the customer. Remember that selling on Amazon requires less communication by you to customers, since much of the process communication is handled by Amazon.
You must not market or advertise to Amazon customers, nor divert them in any way from the Amazon sales process. You should follow this even during permitted communications, such as when responding to buyer inquiries about your products or their orders.

 

Things to do

 

Fulfill all orders within the promised lead time and shipping windows and ship exactly what you listed for sale.
Clearly explain your shipping, return and refund policies and processes, along with other pertinent information.
Do not send communications to customers other than as necessary for order fulfilment and related customer service.
Respond promptly to buyer questions about the status of their order.
Note that customers have come to expect the same level of customer service from sellers that they receive from Amazon. If you don’t meet that standard, you may have to deal with some unsatisfied customers.
Be courteous and patient with customers when they request information, returns, or refunds.

 

Things to avoid

 

Bribing customers for positive feedback.
Using customer communications for marketing purposes, or directing buyers to your own website or a third-party website in your emails.

文章来源:亚马逊官方网站

 

 

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