1、Selling on Amazon Clothing Style GuideSelling on Amazon Clothing Sty目錄1.Title標(biāo)題2.Key Product Features賣點(diǎn)3.Product Descriptions貨描 4.Images圖片5.Variation Relationships產(chǎn)品變體6.Browse & Search瀏覽搜索目錄1.Title標(biāo)題Title標(biāo)題是 第一印象標(biāo)題是否包含正確信息最多80個(gè)字符標(biāo)題顯示在搜索結(jié)果頁(yè)面好的標(biāo)題可以增加流量如何寫(xiě)好標(biāo)題？Title標(biāo)題是 第一印象Title正確首字母大寫(xiě)（虛詞除外）使用數(shù)字，不用拼寫(xiě)如果是

2、套裝，用括號(hào)寫(xiě)明幾套，如（pack of 3）簡(jiǎn)明扼要做多80個(gè)字符子產(chǎn)品標(biāo)題包含尺寸顏色信息錯(cuò)誤不要包含價(jià)格和數(shù)量不要全部大寫(xiě)連詞，冠詞，少于五個(gè)字母的介詞不要首字母大寫(xiě)不要包含賣家信息不要包含促銷信息（sale, free ship）,使用營(yíng)銷管理工具即可不要使用賣家名稱作為品牌和制造商名字不要包含特殊符號(hào)，如!*?不要使用主觀詞，如 Hot Item, Best Seller, Great Gift， Available in 3 colors不要包換搜索詞主產(chǎn)品標(biāo)題不要包含尺寸顏色信息Title正確首字母大寫(xiě)（虛詞除外）錯(cuò)誤不要包含價(jià)格和數(shù)量Title標(biāo)題應(yīng)該包含的元素主產(chǎn)品標(biāo)題: B

3、rand + department/(and Special Size, if applicable) + product name獨(dú)立產(chǎn)品或子產(chǎn)品標(biāo)題Brand + department/(and Special Size, if applicable) + product name + size + color Title標(biāo)題應(yīng)該包含的元素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 主產(chǎn)品不需要寫(xiě)尺寸和顏

5、色信息子產(chǎn)品一定要寫(xiě)尺寸和顏色信息，在checkout時(shí)，客戶可以看到這些尺寸和顏色信息，以確定是否選擇了正確的顏色。order report也能顯示這些信息TitleParentage Brand DepartmenTitleTitleKey Product Features顯示在產(chǎn)品頁(yè)面，圖片右側(cè)5行每行100個(gè)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顯示在產(chǎn)品頁(yè)面，圖片Product Descriptions 2000個(gè)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個(gè)字符DoImages每個(gè)產(chǎn)品至少一張圖片主圖（ Main ）也就是第一張圖，顯示在 搜索結(jié)果，Browse Pages 以及 產(chǎn)品頁(yè)的默認(rèn)圖白色背景，產(chǎn)品占畫(huà)面85%，長(zhǎng)寬比190:246一邊至少1001像素，jpeg,tiff,gif格式其他圖片可以用白色背景，不是必須的Images每個(gè)產(chǎn)品至少一張圖片Images其他圖片，可以不同角度展示產(chǎn)品打開(kāi)產(chǎn)品頁(yè)面，顯示子產(chǎn)品的主圖Images其他圖片，可以不同角

10、度展示產(chǎn)品打開(kāi)產(chǎn)品頁(yè)面，顯示Images點(diǎn)擊主圖，彈出窗口，Images點(diǎn)擊主圖，彈出窗口，Images點(diǎn)擊主圖，彈出窗口，Images點(diǎn)擊主圖，彈出窗口，Variation Relationships產(chǎn)品變體 關(guān)系構(gòu)成元素：1.主產(chǎn)品2.子產(chǎn)品3.關(guān)聯(lián)關(guān)系Variation Relationships產(chǎn)品變體 關(guān)系Variation Relationships1.主產(chǎn)品作用不是用來(lái)銷售產(chǎn)品的頁(yè)面顯示子產(chǎn)品的共有特性鏈接子產(chǎn)品，建立關(guān)聯(lián)關(guān)系主產(chǎn)品標(biāo)題顯示在搜索結(jié)果標(biāo)題格式Brand+ Department/(and Special Size, if applicable + Product N

11、ame/style Variation Relationships1.主產(chǎn)品Variation Relationships2.子產(chǎn)品作用是待售產(chǎn)品多個(gè)子產(chǎn)品關(guān)聯(lián)到一個(gè)主產(chǎn)品每個(gè)子產(chǎn)品略有不同，比如尺寸和顏色子產(chǎn)品標(biāo)題格式Brand + Department/(and Special Size, if applicable + Product Name + size + color Variation Relationships2.子產(chǎn)品Variation Relationships3.關(guān)聯(lián)關(guān)系作用顯示子產(chǎn)品之間的區(qū)別客戶點(diǎn)擊尺寸和顏色下拉單選擇特定產(chǎn)品Brand + Department/(a

12、nd Special Size, if applicable + Product Name + size + color Variation Relationships3.關(guān)聯(lián)關(guān)系Variation Relationships使用關(guān)聯(lián)關(guān)系時(shí)，必填字段SKU Parentage (“parent” 或者 child) Parent SKU (只有子產(chǎn)品需要填寫(xiě)，填主產(chǎn)品SKU) Relationship Type (填variation) Color Size Variation Theme (Size, Color, Size/Color) Variation Relationships使用關(guān)

13、聯(lián)關(guān)系時(shí)Browse & Search客戶找到你的兩種方式1.Browse Item Type Keywords2.Search Search TermBrowse & Search客戶找到你的兩種方式Browse Item Type Keywords1.Browse Option消費(fèi)者為了讓消費(fèi)者更方便找到想要的產(chǎn)品亞馬遜設(shè)置了具體的產(chǎn)品等級(jí)和瀏覽分類用戶一層層的點(diǎn)擊進(jìn)入更深層的分類，直到最具體的產(chǎn)品類別商家亞馬遜使用你的Item Type Keywords將你的產(chǎn)品分到正確的分類節(jié)點(diǎn)用戶一層層的點(diǎn)擊分類，為了能讓用戶在最深層次也找到你，分類必須正確所以 polo shirts應(yīng)該分到pol

14、o-shirts，而不是 clothing或者shirts一個(gè)分類，就是一個(gè)節(jié)點(diǎn)nodeBrowse Item Type Keywords1.BBrowse Item Type Keywords如何選擇和設(shè)置1.下載最新的Browse Tree Guide (BTG). 2.找到Apparel工作表，Node Path欄，搜索名詞，如sports bra3.找到相應(yīng)欄的Query值，然后設(shè)置相應(yīng)的搜索詞Browse Item Type Keywords如何選Browse-Special Size Type Department Special Size Type Value 何時(shí)使用women

15、s plus-size 女款超大碼服裝，18碼或者xxxl以上的使用womens petite 女款服裝，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用于搜索框產(chǎn)品標(biāo)題和品牌名，默認(rèn)為搜索詞如何使用其他詞語(yǔ)，讓客戶找到你Search- Search Term Search TerSearch- Search Term 每個(gè)產(chǎn)品可以設(shè)置5個(gè)搜索詞每個(gè)詞長(zhǎng)度最多50個(gè)字符，一共250個(gè)字符不要重復(fù)標(biāo)題，賣家和品牌名（默認(rèn)設(shè)置為搜索詞）標(biāo)題任意單詞，賣家和品牌名可以和搜索詞組合（若terms是長(zhǎng)詞，amazon不會(huì)進(jìn)行分詞，如標(biāo)題是abc，搜索詞有cd,def,gh,ij,k，組合模式可以是bdef,defb,不可能