干货分享——亚马逊定制商品listing创建指南

亚马逊观察

2022-03-26

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干货分享——亚马逊定制商品listing创建指南

亚马逊定制商品信息指南

有关“亚马逊定制”计划以及申请加入该计划的更多信息，请点击此处。有关获准加入“亚马逊定制”计划后发布可定制商品的相关信息，请点击此处。

创建高质量的详情页面

详情页面是使用标准的亚马逊商品发布方法创建而成。定制商品的发布流程分为两步。在为可定制商品创建详情页面时，请遵循以下要求。

1. 在商品名称中包含关键词： 商品名称中必须注明商品提供定制或个性化服务（例如“个性化圆珠笔”）。这会立即提醒买家您可以提供定制体验。

2. 包含描述性要点： 至少其中一个要点应提醒买家该商品可定制，并说明所提供定制选项的特点。我们建议您引导买家点击“立即定制”按钮输入定制信息。如果商品详情页面上有变体，您可能需要引导买家选择一个变体主题（尺寸、颜色等）以显示“立即定制”按钮。另外，我们还建议您在要点中加入预计能够履行的配送承诺。

3. 添加多张商品图片： 请务必展示成品示例，而不是空白的未定制商品。避免将文本置于商品图片显示的个性化或定制区域之外。文本包括商品价格或“定制”、“个性化”等字词。这些文本在结果页面中显示时，买家很难看清。可在主图片上写一些“在此处添加您的文本”之类的说明来表明您提供定制服务。

虽然附加图片不是必需的，但也强烈建议您提供最大数量的附加图片，以便买家了解有关商品的更多信息。

重要提示

最佳实践

请遵循这些最佳实践，以便充分利用您的定制商品信息并发挥在亚马逊销售的最大优势。

为每种商品输入特定的搜索词或关键词，帮助买家在亚马逊上找到这些商品。关键词应始终侧重于您发布的每种商品最重要且最具代表性的功能。添加那些可准确代表商品属性的关键词，且关键词所代表的属性必须是经证明与买家最为相关的属性（通常是针对亚马逊定制商品提供的“可定制”或“个性化”服务）。

由于定制商品需要更长的生产时间，因此请务必清楚下单后商品的预计发货时间。明确说明您的备货时间可以防止买家产生误解，降低卖家差评的几率，并有助于避免您的卖家账户遗漏绩效指标。

商品推广让您可以更好地掌控您的商品在亚马逊上的销售规划。当买家搜索您竞价的关键词时，定向广告可帮助提升您商品的曝光率。您可以考虑使用商品推广来提高新商品、独特商品、浏览量较少的商品、清仓商品和季节性促销商品的曝光率

Amazon Custom Listing Guide

For more information about the Amazon Custom program or to apply, click here. For information on listing a customizable product once you’ve been approved for Amazon Custom, click here.

Creating a good detail page

The detail page is created using standard Amazon Listing Methods. The custom product listing process is a two-step process. Follow the requirements below when creating detail pages for your customizable products.

Include keywords in the product title: Product titles must explicitly reference that the product can be customized or personalized (e.g. Personalized Ballpoint Pen). This will immediately alert the customer to the presence of a customization experience.

Include descriptive bullet points: At least one of the bullet points should alert the customer that this product is customizable and explain the nature of the customization options that are available. We recommend directing the customer to enter customization information by clicking the ‘Customize Now’ button. If you have variations on the product detail page you may need to direct the customer to pick a variation theme (i.e. size, color, etc.) so the ‘Customize Now’ button appears. We also recommend including an estimated shipping promise in the bullet points.

Add more than one product image: Be sure to show an example of your finished product, not the blank un-customized version. Avoid placing text on your product images outside of what you are showing for personalization or customization. This includes price or the words custom or personalized. When shown in results pages, text can be difficult for the customer to read. Text on your Primary Image representing the customization itself like Your Text Here or some variation is acceptable.

Though secondary images are not required, it is highly recommended that you provide the maximum number of secondary images to give customers more information about the product.

Important tips

Best practices

Follow these best practices to help you get the most out of your custom listings and selling on Amazon.