Amazon operation vocabulary summary! Everything you want to know is here.
First, everyday vocabulary
tabulation/listing
Amazon list refers to a product page, a product page, and product pages other than multi-attribute variant products. A list mainly includes seven elements: product title, picture, search term, main points, product description, QA and comments.
Buy a box
Located at the top right of every product page, this is also the place where every buyer who shops on Amazon habitually clicks to buy. The gold shopping cart can maximize the product exposure and is the best helper to improve the seller's performance. According to incomplete statistics, 82% of Amazon's transactions are realized through gold shopping carts.
sell
After the seller creates the list, other sellers can also sell their own identical products on this page. For example, seller A has created a product page for * * *, and other sellers do not need to edit the text content and pictures of the products themselves, but only need to modify the price and inventory quantity to sell the products.
Brand filing
Brand filing refers to the seller who sells his own brand. They can register their own brands through brand filing and register themselves as brand owners. Brand filing makes it easier for sellers to manage their brands and publish their products on Amazon.
A+ page
That is, the graphic version of the product details page, through which you can further improve the product description with additional pictures and words. It enables brands to show the unique value of their products through vivid images and text content. At present, the A+ page is only open to merchants registered through the Amazon brand, and all Japanese stations have the A+ function.
ODR (order defect rate)
That is, the bad order rate. The index is calculated by dividing all orders involving 1-2 star bad reviews and claims disputes (including A-Z and return of orders) in a period of time by the percentage of total orders in that period. ODR is an important indicator to reflect whether the seller can provide good service.
A2Z
It is a protection policy for Amazon platform buyers. If the buyer is not satisfied with the goods or services sold by the third-party seller, the buyer can initiate an Amazon A-to-Z guarantee claim (hereinafter referred to as "A-to-Z" or "A-to-Z claim") and let Amazon intervene to protect its own interests. Judging from the estimated latest delivery date, the buyer has 90. Within three days after the longest delivery time (or 30 days after placing an order) to 90 days after the order date.
value-added tax
Value-added tax, that is, after-sales value-added tax widely used in EU countries, refers to the profit tax levied on the sales price of commodities. When the goods enter the UK (according to EU legislation), the goods are subject to import duties; After the goods are sold, the merchants can refund the import value-added tax and pay the corresponding sales tax according to the sales amount. VAT (value-added tax) is applicable to sellers who use overseas storage, because your products are shipped from the UK and the transaction is completed.
A9 algorithm
A9 is the name of Amazon's search algorithm, through which Amazon selects the most relevant products from a huge product category and presents them to customers according to their relevance (A9 will score the selected products).
Second, commodities.
Inventory unit
SKU is a salesperson who is responsible for managing the products in his store. SKU can be filled in on Amazon (for the convenience of product management, it is recommended that you fill in). If you don't fill it in, Amazon will automatically generate one for you.
July in the Indian calendar
It is equivalent to an ID number of products on Amazon platform, which is a combination of numbers and letters automatically assigned by Amazon after uploading products. A linked product will only have one ASIN, so once others know your ASIN code, they can know your product and even the store, and they can directly search the corresponding product with the ASIN code.
FNSKU
In order to manage all the goods and products sent by sellers, FBA warehouse will code these products by itself, and we sellers don't have to worry about it.
GCID
The brand identifier generated internally by Amazon provides a keyattribute when your brand is successfully registered in Amazon. Amazon will automatically assign a unique global catalog identifier, namely GCID, 16 characters, including letters and numbers.
Unit Production Costs (unit production costs)
It is a commodity bar code formulated by the American Uniform Coding Committee, which is mainly used in the United States and Canada. UPC code is the earliest large-scale bar code. Because of its wide application range, it is also called general bar code, which is widely used in international trade. UPC barcodes are also available in standard and shortened versions. The standard version consists of 12 digits, and the shortened version consists of 8 digits.
EAN
It is a commodity bar code developed by ean international company and is used all over the world. It consists of prefix code, manufacturer identification code, commodity item code and check code *** 13 digits. China has joined the EAN organization, and the bar codes printed on the packages of our daily purchases are generally EAN codes.
Three. comment
feedback
Customer feedback is the customer's evaluation of the purchase order, including product quality, service level, delivery time and the consistency of goods and descriptions. Only when there is a real purchase record will there be feedback, and it will be clearly listed in the seller's store homepage and store evaluation details. The influence of feedback on the seller is more reflected in the seller's account level, and the quality of feedback will directly affect the change of ODR index. Regarding feedback, the buyer can leave it within 90 days, and once the feedback is left, it can be deleted within 60 days; If you want to modify it, you should delete the original one and re-evaluate it.
Difference: comments are the evaluation of the front desk, and feedback is the evaluation of the background; Comments directly affect sales, and feedback determines the seller's life and death.
Direct evaluation
You can write a review for a product directly without buying it. According to Amazon's rules, any Amazon user (who once bought more than $50 on Amazon platform) can post comments on the goods he is interested in, regardless of whether he has bought the goods themselves.
Verify the purchase
Comments made by users who actually bought this list of products. This type of comment will have a VerifiedPurchase logo on the page.
Early review procedure
It is a project launched by Amazon on 17, which aims to encourage buyers who have already purchased products to evaluate products and share real experiences. Amazon gave the selected early critics a gift card of $65,438+$0 ~ $3 as a reward, thus stimulating them to write a true, reliable and illustrated review. At present, sellers can apply to join this project in the background, and Amazon charges $60 for each project. When the seller gets the 1 comment through this project, he will be charged, and when he gets 5 comments, the project ends.
Vine plan
In order to let ordinary buyers have more honest, professional and impartial comments when purchasing, Amazon launched a project called vine program in 2007, which invited credible reviewers to evaluate new products or products that have not yet been put on the shelves by providing free products. Vinevice's logo is on the comments. Conditions for sellers to participate in activities:
1. Deliver goods to Amazon's suppliers, and the seller with Vendor account is the partner invited by Amazon.
2. If third-party sellers want to join the Vine program, they must apply to join Vendor Express and pass the review of Amazon. The express delivery cost of manufacturers is high, which is suitable for manufacturers or sellers with patented product lines.
Chief inspector
People who specialize in product evaluation for sellers on Amazon generally have very fair evaluation results. Comments written by top reviewers are highly credible. The top 1000 commenters will have tags next to their comments. The seller can contact Top reviewer and send the goods that need to be evaluated to these evaluators for evaluation free of charge.
Fourth, advertising.
CPC(PPC)
Cost per click. Pay-per-click is the first means for Amazon to obtain traffic through payment. Bidding through keywords, charging by click, similar to Google's Adwords and Taobao Tmall's through train.
HSA (headline search advertisement)
Headline search advertising is a high-exposure display method based on Amazon search and prior to other search results, which is suitable for brand owners. When using HSA drainage, be sure to match the keywords with the page as much as possible.
Product display advertisement (product display advertisement)
Compared with paid product advertisements and title search advertisements, it has more exhibition areas, which can be displayed on the side and bottom of product details pages, buyer comments pages, websites outside Amazon and preferential information pages, and sometimes it can also appear on competitors' product pages. Product display advertising is based on products and interests, rather than the positioning of products by keywords. Product positioning allows you to select a specific product detail page to display advertisements.
ACOS value
Advertising sales cost is the ratio of advertising cost to sales revenue in Amazon. ACOS value = advertising cost/sales * 100%, which is an important factor to judge the quality of an advertisement. The smaller the ACOS value, the better.
click rate
Click rate, referred to as click rate, refers to 1 click per exhibition, or more accurately, how many clicks each exhibition brings (the number of clicks is basically less than 1), and 0.5% is generally considered as qualified.
Verb (abbreviation for verb) marketing (including festivals)
Amazon's choice
The label recommended by Amazon is a label that can be used to buy products directly from Amazon Echo, in order to cooperate with Amazon Echo to simplify the customer's purchase process. In addition to bestsellers, Amazon will also put Amazon's choice on some categories of goods. This black label is a great improvement for the conversion rate.
flash trading
The timeliness spike activity is mainly displayed in today's transaction, and the display time is 4h-6h. LD is one of the important promotion methods for Amazon sellers, and sellers can register in the background. US-$ 150/$ 300 CA-CA20 UK-GBP 25 DE-EUR 40 FR-EUR 40 ES-EUR 40 IT-EUR 40 JP-JPY 4000 .
Today's transaction
Today's activity is Amazon's activity page, including lightning trading, coupons, today's trading and other activities.
Black Friday shopping promotion
Black Friday refers to the fourth Friday of June 165438+ 10, which is also the second day of Thanksgiving. This day is similar to China's Double Eleven, and many American businesses will have big promotions on this day, so the sales of all kinds of goods will increase greatly.
cyber monday
The first Monday after Thanksgiving every year. Since about 2000, Amazon, Yi Bei and other e-commerce companies in the United States have launched large-scale promotional activities on this day, becoming the "Black Friday" of e-commerce version.
go back to school
The back-to-school season, usually from mid-August to early September, is also an important promotion time for Amazon.
Sixth, the seller
First party seller
It is called 1P seller in China, that is, the first seller of Amazon, including VE seller and VC seller.
Third party seller
That is to say, Amazon third-party sellers are the most common types of sellers at present, all over the world, with enterprises and individuals, and their business scales vary. At present, almost all China sellers (including big sellers who are directly registered in Amazon.com and open stores all over the world) sell in Amazon.com in this capacity. For sellers in China, there are two ways to become threesome sellers: self-registration and global opening.
Amazon supplier express
Amazon's supplier platform, launched on 20 15, is a simplified or primary version of VC, and there are channels for self-application. VE can only store 85 products, and VE does not fully support A+ pages. At present, newly registered VE only provides 5 A+ product pages at most.
Amazon supplier center
Amazon's suppliers, most of their own goods come from VC sellers. The VC system is relatively closed, and it is an invitation system, so you can't apply.
KYC
Knowing your customers is simply the condition review and filing of the account holder (identity review of the platform seller). Amazon Payment Europe, as the provider of Amazon's store opening business, is supervised by Luxembourg's financial institution (CSSF), so Amazon has the obligation to review the company information and the identity information of the company's boss of the sellers who open stores in Europe, and the review is conducted by the British risk control team. Therefore, all sellers who open stores in Amazon Europe need to pass KYC review in order to succeed in Amazon Europe.
Seven. service
the best
Prime service plan is Amazon's VIP-like paid membership system, with an annual fee system. Within the validity period of the service, consumers who have participated in the Prime member service can get multiple member value-added services such as quick delivery, 0 yuan postage, early flash purchase, free music listening and exclusive discount for members. At present, Amazon's websites in the United States, Japan, Germany, Britain and China have all launched Prime services. Members who have paid Amazon Prime service (annual fee in the United States: $ 1 19.99, annual fee in Japan: ￥ 3,900).
Transparent plan
In the SKU participating in the transparency program, when consumers buy "transparent products", they only need to use Amazon's transparent app application to scan the QR code on the product packaging, and they can learn a series of information from production to sales, such as manufacturers, places of origin, expiration date, etc., and can also determine the authenticity of the products.
In order to participate in the transparency program, Amazon also made a request. First of all, it is currently limited to American stations, secondly, it must be the owner of the brand, and finally, the trademark successfully registered on Amazon must be the R mark, and these three conditions can be met before participating. After participating, the brand will have its own unique QR code label protection, which corresponds to the product packaging participating in Amazon Transparency Program. Therefore, when tracked by a bad seller, the bad seller must obtain the traceability mark of the compliant seller and affix the anti-counterfeiting QR code on the product packaging, otherwise his goods will be destroyed, which is for FBA tracking. When self-shipping, Amazon will ask the seller to provide the correct QR code for verification when submitting the listing offer, otherwise it will not be able to sell.
Eight, logistics
Member of the British society
Amazon's performance is delivered by Amazon warehouse, and the seller needs to stock up to Amazon warehouse in advance. After the buyer places an order, Amazon is responsible for delivering the goods pre-stored by the seller in Amazon warehouse to the buyer.
Fractional Brownian motion
The merchant's performance is delivered by the seller himself. Amazon is only used as a sales platform, and sellers need to use third-party express services such as international post, international express delivery and international special line to send them to buyers.