亚马逊官方信息

亚马逊全球开店卖家支持使用指南

http://g-ec2.images-amazon.com/images/G/28/AGS/Chinese_Service_Promotion_Letter.pdf

Amazon Prime Terms and Conditions

Selling on Amazon Guide to XML
Packaging and Shipping Inventory to Amazon
Getting started with Fulfillment by Amazon in the U.S.
marketplace
VAT INVOICE Template
英国站 超重标签
日本站 超重标
重量超過

亚马逊卖家账号无法登录解决方法

亚马逊是一个非常严格的平台,我们的账号一不小心就可能出问题,要求删除 listing 或是被审核,又或是取消销售权,甚至直接封了账号,登陆直接被拒绝!

这下完了,连找客服的机会都没有,我该怎么办?

方法是这样的,打开下面的链接,依次输入或选择:

问题类型→商业名称→账号邮箱→问题具体描述

Ok!Send Passage.

注:

此方法仅做一个入口选择,任何账号问题,尽快通过亚马逊官方邮件进行咨询。

FBA商品被亚马逊损坏了!卖家如何讨回被拖欠的赔偿款?

亚马逊FBA负责处理卖家所有的库存。但有时候就算是在亚马逊的照看下,卖家的库存也会发生一些意外。

针对发生意外的库存,亚马逊制定了相关政策,如果错在他们,亚马逊将给予卖家退款。但这需要卖家手动提交退款申请。

而卖家则可以利用亚马逊报告(Amazon
Reports)获得库存退款。

如何利用Amazon
Reports获得商品损坏的退款?

卖家中心里包括了各种各样的报告选项,数量之多令人咋舌。而其中一些报告就能帮卖家讨回损坏库存的退款。

从亚马逊获得物品损坏赔偿的步骤:

1、转到Reports>
Fulfillment > Inventory – Show More > Inventory
Adjustments

2、选择:Damaged &
Timeframe of choice(建议选择过去365天或是从注册账户当天开始)

FBA商品被亚马逊损坏了!卖家如何讨回被拖欠的赔偿款?

3、将数据复制/粘贴到电子表格(可以使用谷歌表格)

FBA商品被亚马逊损坏了!卖家如何讨回被拖欠的赔偿款?

FBA商品被亚马逊损坏了!卖家如何讨回被拖欠的赔偿款?

4、在电子表格中按FNSKU(第3列)排序

5、删除任何一个写有“Damaged at
Amazon…”和“Transfer to holding…”的行,这意味着这些产品已经被自动赔偿

6、删除任何只有“Transfer at
holding…”的行

7、调整完后,将文件另存为.CSV

8、转到Help > Contact
Us ,向亚马逊申请开个case

FBA商品被亚马逊损坏了!卖家如何讨回被拖欠的赔偿款?

9、选择:Selling On Amazon
> FBA Issue > Other

FBA商品被亚马逊损坏了!卖家如何讨回被拖欠的赔偿款?

10、写电子邮件请求亚马逊审核你提交的.CSV文件

FBA商品被亚马逊损坏了!卖家如何讨回被拖欠的赔偿款?

11、添加.CSV文件并发送

12、从亚马逊获取答复(12小时内)

13、在3-4天内收到赔偿

亚马逊全球开店公告:日本站追加设定促销价格新规则

昨天亚马逊发布公告称,针对日本站商品登陆规范,追加了关于设定促销价格的新规则。平台表示,此追加目的在于,为了严格遵守法令,根据消费者协会的意见,禁止因促销价格的显示让消费者产生错误的认知。新规则是:

• 不得为最近两周未连续在亚马逊网站上销售的任何商品设置任何促销价格。

• 除非另有规定,否则,设置促销价格的时间段(从促销开始日期开始直到促销结束日期为止)不得超过 1 个月。

• 如果要为先前促销的商品设置促销价格,按照适用法律(包括《反不正当奖励及误导性陈述法案》,这同样适用于后面的要求)规定,这两次促销时间段之间必须间隔足够的时间。

• 设置为促销价格的商品价格必须符合适用法律规定。例如,设置的价格等于或高于促销前设置为非售价或市场价的价格,可能会违反适用法律规定。

• 此外,设置促销价格时设置为非售价和市场价的价格必须符合适用法律规定。例如,设置的非售价或市场价高于促销前的价格,或设置的非售价或市场价没有任何依据,均可能会违反适用法律规定。

亚马逊表示,如果发现不遵守此规则的促销价格,平台会采取,删除商品页面、暂停账户或永久终止账户等措施。建议卖家再次确认销售价格的设置状态。

2017 年亚马逊第一季度净利润 7.24 亿美元 同比增长 41%

4月28日,亚马逊今天发布了该公司截至3月31日的2017年第一季度财报。财报显示,亚马逊第一季度净利润为7.24亿美元,较上年同期的5.13亿美元增长41%;净营收为357亿美元,较上年同期的291亿美元增长23%。

业绩概要:

亚马逊第一季度净营收为357亿美元,较上年同期的391亿美元增长23%。不计入汇率变动所带来的5.58亿美元的不利影响,亚马逊第一季度净营收同比增长24%。

第一季度,亚马逊的净利润为7.24亿美元,每股摊薄利润为1.48美元,去年同期亚马逊的净利润为5.13亿美元,每股摊薄利润为1.07美元。

亚马逊第一季度运营利润为10亿美元,比上年同期的11亿美元下滑了6%。

在截至2017年3月31日的12个月时间里,亚马逊的运营现金流为176亿美元,比上年同期增长53%;在截至2016年3月31日的12个月时间里,亚马逊的运营现金流为116亿美元。在截至2017年3月31日的12个月时间里,亚马逊的自由现金流为102亿美元,高于上年同期;在截至2016年3月31日的12个月时间里,亚马逊的自由现金流为67亿美元。在扣除本金还款以后,亚马逊过去12个月时间里的自由现金流为62亿美元,高于上年同期;在截至2016年3月31日的12个月时间里,亚马逊扣除前述项目以后的自由现金流为38亿美元。在扣除本金还款以及根据资本租约所获资产以后,亚马逊过去12个月时间里的自由现金流为33亿美元,高于上年同期;在截至2016年3月31日的12个月时间里,亚马逊扣除前述项目以后的自由现金流为19亿美元。

与分析师预期比较:

由于零售和云计算业务的增长,亚马逊第一季度营收和利润都超过了市场分析师预期,受此拉动,亚马逊当日盘后股价也迎来了大幅上涨的利好局面。

亚马逊第一季度净利润同比增长41%,达到7.24亿美元,每股摊薄利润为1.48美元,超过汤森路透社调查的分析师平均预计的1.08美元。亚马逊第一季度净营收为357亿美元,高于分析师平均预计的353亿美元。

财务分析:

亚马逊第一季度总净营收为357亿美元,高于去年同期的291亿美元。其中,净产品营收为237.34亿美元,高于去年同期的205.81亿美元;净服务营收为119.8亿美元,高于去年同期的85.47亿美元。

亚马逊第一季度营收成本为224.4亿美元,高于去年同期的188.66亿美元。其中履约开支为46.97亿美元,高于去年同期的36.87亿美元;营销开支为19.2亿美元,高于去年同期的14.36亿美元;技术与内容开支为48.13亿美元,高于去年同期的35.26亿美元;总务与管理开支为7.95亿美元,高于去年同期的4.97亿美元。

亚马逊第一季度运营利润为10.05亿美元,略低于去年同期的11亿美元。

亚马逊第一季度净利润为7.24亿美元,高于去年同期的5.13亿美元;每股摊薄利润为1.48美元,高于去年同期的1.07美元;每股基本收益为1.52美元,高于去年同期的1.09美元。

按照地域划分,亚马逊北美部门(美国、加拿大)第一季度净营收为209.92亿美元,高于上年同期的169.96亿美元;运营利润为5.96亿美元,高于上年同期的5.88亿美元;运营开支为203.96亿美元,高于上年同期的164.08亿美元。亚马逊国际部门(英国、德国、法国、日本和中国)第一季度净营收为110.61亿美元,高于上年同期的95.66亿美元;运营亏损为4.81亿美元,上年同期的运营亏损为1.21亿美元;运营开支为115.42亿美元,高于上年同期的96.87亿美元。亚马逊AWS云服务第一季度净营收为36.61亿美元,高于上年同期的25.66亿美元增长;运营利润为8.9亿美元,高于上年同期的6.04亿美元;运营开支为27.71亿美元,高于上年同期的19.62亿美元。亚马逊第一季度来自于北美部门的营收在总营收中所占比例为59%,略高于上年同期的58%;来自于国际部门的营收在总营收中所占比例为31%,低于上年同期的33%;来自于AWS云服务的营收在总营收中所占比例为10%,高于上年同期的9%。

资产负债表:

截至2017年3月31日,亚马逊持有的现金和现金等价物共计为154.4亿美元,截至2016年3月31日为193.34亿美元;持有的可兑换债券额为60.91亿美元,截至2016年3月31日为66.47亿美元;持有的总资产折合为809.69亿美元,截至2016年3月31日为834.02亿美元。

业绩展望:

亚马逊预计,公司2017财年第二季度净营收将介于352.5亿美元到377.5亿美元之间,符合分析师预计的368.7亿美元,相当于同比增长16%到24%,其中包含了汇率变动预计将可带来的约7.2亿美元的不利影响,约为240个基点;预计第二季度运营利润将介于4.25亿美元到10.75亿美元之间,低于FactSet StreetAccount调查的分析师平均预计的14.6亿美元;2016年同期运营利润为13亿美元。

股价表现

亚马逊股价在周四的美国股市常规交易中上涨9.09美元,涨幅为1%,报收于918.38美元。在随后的盘后交易中(截至发稿时),亚马逊股价又上涨34.63美元,达到953.61美元,涨幅为3.77%。过去52周,亚马逊最低股价为599.20美元,最高股价为923.72美元。

— via http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=2266665

亚马逊官方推荐的欧洲VAT(增值税)税务顾问提供商

AVASK
http://www.avaskaccounting.hk/

Crowe Horwath

http://www.crowehorwath.net/it/amazon/

Global VAT Compliance

http://gvc.amazonvat.eu/en/

J&P Accountants

http://www.jpaccountant.com/

KPMG

https://kpmg-vat-compliance.com/signup/

Meridian

http://www.meridianglobalservices.com/amazon/advisordirectoryservice/northamerica/cp/

Pitney Bowes

http://www.dutycalculator.com/

– via https://services.amazon.com/solution-providers/#/search/EU/tax

近60%亚马逊卖家打算在2017年扩张到其他电商平台,谁是首选平台?

虽然亚马逊在电商界已经奠定了自己的行业领先地位,但是在近期,Feedvisor 的一项新报告发现,亚马逊第三方卖家中有60%计划在2017年扩张到其他电商平台。

为了阐述亚马逊平台不断发展的现状,并揭示第三方卖家是如何管理自己的业务,亚马逊重新定价工具服务商Feedvisor调查了1600家亚马逊卖家的销售习惯、收入、关注点和在未来的计划。对2017年亚马逊平台的现状调查发现:

• eBay仍然是亚马逊以外的首选销售渠道:65%的亚马逊卖家表示他们也在eBay上销售。虽然这让eBay以巨大优势成为受欢迎度排第二的电商平台,但是这一数字也低于2016年的73%。

• Jet.com不再是卖家在扩张时的首选平台:去年,Jet是最受欢迎的扩张平台,其中27%的卖家希望能入驻该平台。在2017年,这个数字已经下降到22%,排名第五。

• 较大的卖家正越来越专注于使用评论软件:较大的卖家更有可能使用软件工具。今年的研究发现,使用评价软件、且销售额超过200万美元的卖家数量已上升到49%,而在2016只有年36%。

“亚马逊将继续成为零售行业的主导力量。然而,这些扩张计划显示,亚马逊卖家认识到了在多平台销售的价值,”Feedvisor的首席执行官Victor Rosenman说。 “虽然许多亚马逊卖家只在亚马逊平台上销售,但今年扩张计划的转变,说明了电商市场不断发展的现状,并表明了卖家正在寻找新的业务增长途径。”

亚马逊仍然在快速增长,超过50%的受访卖家只在平台上销售了两年或是更短的时间。该调查研究了当前亚马逊卖家的业务模式、增长和未来的痛点等。调查结果的关键点包括:

• 没有一个单一的产品类别能占主导地位:家居和厨房用品是亚马逊卖家中最受欢迎的产品类别,占18%。然而,书籍和电影(11%)、玩具和游戏(10%)紧随其后,构成了前三大类别。

• 自有品牌销售继续在亚马逊上扮演重要角色:有近三分之一的卖家至少会出售一些自有品牌商品,18%的卖家专门出售自有品牌商品。

• 卖家主要的关注点还是在亚马逊身上,他们前三大关注点分别是:失去卖家销售权(52%)、高费用(50%)、亚马逊将与其竞争(45%),这多少也反映了该平台一定程度的不确定性。

“随着亚马逊在不断演变,平台上的卖家也需要不断发展,否则就有可能损失收入和竞争优势,”罗森曼说。“虽然许多卖家担忧平台竞争和失去卖家销售权,但他们可以利用先进的算法工具和AI工具来管理库存、获得更快增长、并为未来做好业务准备。

Why Amazon Is Not Acquiring Top Performing Marketplace Sellers

Amazon has unique and unrivaled visibility into the performance of hundreds of thousands of products and brands. The amount of data Amazon has is enough to understand consumer trends, upcoming brands, etc.

Just like Netflix is investing into TV shows based on data they collect, Amazon is starting to build brands based on data. But Amazon could also avoid doing most of the work, and instead invest into the brands already performing well. The data they have allows that – it’s not just for developing and analyzing products, but also for valuing brands and sellers.

Amazon has made acquisitions like Zappos and Quidsi/Diapers.com. Both challenged Amazon, but ended up getting acquired by Amazon in the gross margin race to the bottom; “If you can’t beat them, join them”. Yet their challenge was on the audience-reach level, so it made sense for Amazon to make sure customers are not debating where to buy. Especially when trying to sell Amazon Prime.

But how come out of the marketplace which generates 50 percent of Amazon’s sales, totaling to at least $50 billion in sales a year, none of those companies interested Amazon as possible acquisitions?

We think there are three major groups of third-party sellers:

  • Selling other companies’ brands (retail arbitrage). Largest group as it represents the traditional retail model.
  • Manufacturing and selling proprietary products. The most exciting group growing in market share.
  • Private-labeling products sourced from large manufacturers. Where a lot of talk happens, and is often a starting point for many new sellers, but overall a small part.

Many of the top sellers are now experimenting with a mix of these models, but the largest sellers remain those selling others’ brands. Those are in direct competition with Amazon Retail, meaning there isn’t anything unique enough Amazon couldn’t replicate itself. So while they are all very successful businesses on their own right, there isn’t much to be gained for Amazon.

For Amazon the key question is do those businesses scale, given the resources it will take to integrate them. Retail arbitrage sellers do not meet this criteria.

Those owning their own brands though could be that. Though it is important to make a distinction between private label and manufacturers – we think private label brands often have limited growth prospects and lack of differentiation. Sellers owning brands do have the ability to challenge Amazon, as they can use external factors to grow sales, leaving Amazon and everyone else unable to do much about it. Thus they can be competitive by being proprietary.

Amazon has launched a few dozen brands themselves, some of them pretty successful. In the race of owning every vertical, Amazon could decide that they could get there faster through acquisitions. For example acquiring Anker, which sells hundreds of millions of $ smartphone accessories a year, instead of trying to build up Amazon Basics.

We talked to a few brokers and they’ve confirmed that there is plenty of $1-10 million, often private label, sellers changing hands. But very few are at $100 million and above size, and even then they are not big enough to challenge Amazon.

The realization is that no seller has grown value fast enough and/or big enough to alert Amazon. Which suggests that the marketplace has inherit limits on how much a seller can grow. We are yet to see a seller on the path to $1 billion in sales.

How to Rank Products on Amazon

Many lazy sellers just create Amazon product listing with the title and a mediocre picture and then wonder why their product never sells. Would you buy a product with just a name and a picture?

If you want successful and profitable products on Amazon, you must know How to Rank Products on Amazon.  The first step in ranking products on Amazon SEO is to understand how Amazon’s search algorithm called A9, works. Most sellers are equipped with SEO knowledge that is specific to Google, but Amazon’s internal search engine operates differently.

 

I am going to shock you now – Amazon has three times more search volume of products than Google.

When you want to sell something, where would you like to be ranked well, Amazon or Google?

 

Ask yourself a couple of questions…

 

Where do people go to find a good deal for their new shoes? Where do people go to compare prices? Who has 66 million paying Prime members? Amazon!

 

So, forget about google and their SEO, focus all your energy and resources on Amazon ranking whether you sell needles, garlic presses, meat claws, yoga mats, fruit peelers, selfie sticks… Btw, do not, I repeat, do not jump into those mentioned products unless you want to burn your money. These are products that were once used as an example by an Amazon FBA “gurus” and people actually took them seriously, saturating the entire product category, turning it into a D-day Omaha beach battlefield and losing a lot of money for many of the people involved.

 

Before we get started, you should know (or YSK for Redditors) some basics about the Amazon search engine algorithm.

 

On Amazon, there is only one goal: Buying! Users want to buy, sellers want to sell and Amazon wants to collect sales provisions and FBA fees.

 

  • Amazon, as opposed to Google, Uses No External Forces To Rank Products
  • The Amazon search engine wants shoppers to find their desired products quickly
  • Unlike on Google, people don’t type questions on Amazon
  • Amazon Works With Individual Keywords, Not Key Phrases
  • Keyword Location is Considered in Amazon Ranking

 

On the whole, Amazon is practically the opposite of Google and ranking on Amazon is more uncomplicated, simple and straightforward than Google. Amazon doesn’t care about your backlinks, social indicators, history, authority, etc. They only use their own internal factors to rank your products.  That being said, you should focus only on Amazon listing and have in mind three crucial rules of the A9 algorithm.

 

Ok, enough introduction, let’s get to the point and start talking about on How to Rank Products on Amazon.

These are crucial rules you should know for successeful product ranking on Amazon – you should read them several times.

 

Sales is the largest ranking factor

The winner takes it all… Okay, this is obvious. Strong sales help you rank for a really wide range of terms as well and that’s the way advertising on Amazon has an indirect benefit to organic ranking.

 

The fulfillment type matters

If you can’t beat them, join them!

Sell your product with “Fulfilled by Amazon”. Prime products will always, always outrank any merchant fulfilled product.

Conversion rate is everything

The Amazon ranking algorithm is designed to maximize profits, higher conversion, more money for Amazon. If your product has the highest conversion on a page full of other similar products, you’re the winner. Your ranking goes up with every sale. The higher-ranked product sells better, and continued sales keep that product ranking high. It’s like a self-perpetuating loop. It’s so simple and obvious.

 

Reviews are KING

Despite reviews don’t have anything with Amazon search engine, they have a huge impact on conversion. They do drive SEO on Amazon, but only indirectly as something that boosts sales through a better conversion rate. Without them, your conversion rate will be a disaster and sales rank even worse than a disaster. There are some opinions that reviews are the second biggest ranking factor behind sales rank.

NOTE: negative reviews have more impact, like a negative review will hurt you quite a bit more than a positive review will help you.

 

Categorization

Assign your products to the most relevant category, as this will be most helpful for potential buyers. Choosing the wrong category can completely rule you out of search results and show is over for your products. In this case, no matter what you do, you’ve already lost the game before it even began.

Pricing

Typically, I set my prices to match my competitors, or slightly higher, but not too much higher.  I gauge what other sellers are doing with their pricing, and you try to stay aligned. If your product is priced higher than your competitors, Amazon will predict a lower conversion rate and rank your product lower. If you go too low your competitors will buy you out of the market rather than match your price. I don’t see any reason to undercut your competition by $10 unless you think their price is so unreasonable it will never sell.

NOTE: At start drop your selling price.  That should boost your sales and increase your PPC conversion %.

 

Keywords, Keywords

The simplest way to rank at least page 3 (in some niches) is to get the most important keywords in the title and place the absolute most relevant keywords first. Keywords in the product title are a ranking factor.  Keep product titles below 74 characters (break point for the Amazon’s mobile app truncating the title). E.g. Baby Feeding Soft Silicone Spoons for Infant BPA Free – all words in the title are keywords and search terms.

For keyword research I suggest Keyword Inspector, tool that allows you to see your competitors keywords.

 

NOTE: Using the wrong keywords in the title, your listing will be shown in the irrelevant search which will lead to lower CTR, conversion and at the end of a day to lower sales rank. E.g. Baby Feeding Soft Silicone Spoons for Infant BPA Free with designer handle – handle is wrong, we should remove it from the title if we don’t have an overwhelming masochistic wish to place our baby spoons on page 5 of cabinet & furniture pulls.

 

Backend keywords

Add as many keywords as they can per field and don’t repeat words. You can add them in order to have long tail keywords. E.g. Field 1: Selfie stick pole mount GoPro handheld Field 2: etc. Keywords can only contain letters, numbers or spaces. Punctuation or special characters such as a pound sign, comma, or apostrophe are not permitted. If you want to spy on your competitors and see what keywords they are ranking for, you can do it with  Keyword Inspector.

NOTE: unlike with Google there is no benefit to having a keyword appear multiple times on the product page

 

Description and features (Bullets)

Bullets

Write it for a human, don’t use keywords, write about features instead – this is a must if you want to increase conversion rate. Be concise (nobody reads long stuff anyways) and no ridiculous characters, stars, smileys… It just makes your product look trashy…

Description

In the case of simple products such are spoons, no one will read your description, even if it’s written by Ernest Hemingway but for electronic devices, this is a must. The customer will read the description (basically extended features), some of them will read several times before they make a purchase, especially for high-end products.

Overstock

Take this with a grain of salt, but I’ve noticed that my sales peaks are when I do a re-stock in Amazon FBA warehouses. If you are able, you can try it – if you have 150 units available already, just put in another 150 units.

 

Main image

Many people won’t even get past your main photo. Make sure it’s perfect. Image pixel dimensions of at least 1000 or larger in either height or width preferred. The image must be the cover art or a professional photograph, the product must be in focus, photographed with professionally lite, with realistic color, and smooth edges.

Note: the great main image will increase your CTR, conversion rate and boosted sales rank is a logical extension.

 

Answered questions

Like reviews, they don’t have anything with Amazon search engine, they have a huge impact on conversion. They do boost sales rank but indirectly as something that boosts sales through a better conversion rate.

 

 

Customer videos and images

Once again, they don’t have any direct correlation with sales rank but those are the most valuable things you can have on the listing. After video uploaded by the customer, your conversion rate will be on steroids. You can’t upload product video, but the customer can but you can’t “play the game” – it’s human filtered.

 

Advertising

Pay to play. Take this with a grain of salt, but I’ve noticed that my BSR jumps for some 8 positions with PPC turned on.

 

Quality of Reviews

Long quality reviews that help people to convert are indirect sales rank booster.

 

Wish, gift and shopping list

Adding your product to different lists will increase your Amazon page rank. This method is actually used by many Amazon SEO companies, but don’t waste your money on bots that will add your product to their wishlist. You will get more organic views to your listing as your product will be featured on the “Most-Wished”-List. But I would neglect the effect as not worth the effort in terms of time spent. I’ve seen dozens of sellers artificially boost their ranks only to fall back down and fail. Suspension or a ban waiting for you just around the corner.

 

Showing up under “similar products”,  “customers also buy”, “frequently bought together”….

Competition is a good thing… Competition out of stock tanked my sales down. Apparently, their listing  drive traffic to mine and when they are gone, traffic and sales of one of my products sinking.