如何在节假日吸引更多的亚马逊客户？

亚马逊观察

2022-03-26

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假日销售季期间通常可以打破销量和流量记录。2013 年，亚马逊客户仅仅在“网络星期一”便订购了惊人的 3700 万件商品。问题在于，您如何从这些节假日销售额中分一杯羹？我们整理了一些行之有效的方法来帮助您吸引更多客户。

吸引更多节假日购物者

假日销售季期间通常可以打破销量和流量记录。2013 年，亚马逊客户仅仅在“”便订购了惊人的 3700 万件商品。问题在于，您如何从这些节假日销售额中分一杯羹？我们整理了一些行之有效的方法来帮助您吸引更多客户。

提供促销

最令客户喜爱的原因之一在于可以让他们挑选数量庞大的产品和卖家。从您的角度来看，可选择产品数量越多竞争就越激烈，这意味着您的产品必须尽可能引人瞩目。幸运的是，客户还喜欢节省金钱，因此您可以提供一种轻松的方式来帮助他们达成目的：提供促销。
您可以通过多种不同的方式提供促销：

固定金额或按百分比计算的商品折扣
免运费
与某些商品捆绑的免费产品

当您创建促销时，请记住两个细节以使促销发挥作用：

客户必须了解促销。
促销必须提供足够的价值以对客户的选择造成积极的影响。

要快速入门，请观看此短视频以了解如何在“卖家中心”内设置促销。

快速发货

节假日期间，您能为客户做的最重要的事情之一是按时为他们的订单发货。随着节假日临近，您最好首先提供免费送货，然后应当提供两日发货或次日发货选项以吸引客户购买您的产品，而不是选择其他卖家。转至运费和设置以管理这些选项。

有关如何的快速提醒，请参见我们的发货设置教程。

此外，您可以通过查看以下工具来了解您的发货是否符合买家期望：

配送前取消率
迟发率

如果您遇到了延迟发货的问题，则可以考虑在假日销售季期间使用物流 ()。

赢得“黄金展位”

由于亚马逊汇集了提供相同产品的所有卖家，赢得“黄金展位”通常才是关键所在。赢得“黄金展位”的卖家在这一特定的产品上会获得更多的客户订单。

为了向客户提供尽可能好的购物体验，卖家必须满足基于表现的要求以竞争“黄金展位”投放。一般来讲，您应在以下领域表现卓越方可争取到赢得“黄金展位”的更大几率：

具备竞争力的定价
库存供货能力
客户服务

单击此处以查看所有合格标准。

亚马逊赞助产品

如果您已经在“黄金展位”列出了一些产品，您可以考虑通过“亚马逊赞助产品”进行宣传。这是帮助增加产品信息可见性的最为直接的方式之一。

“赞助产品”如何运作：

选择要宣传的产品。
选择关键字。当客户在亚马逊上使用搜索框时，我们使用他们的关键字来显示相关的产品广告。如果您的关键字与客户的关键字相匹配，则将显示您的广告。
如果您不想自己选择关键字，您可以打开自动定位功能，然后我们将为您完成这一工作。
您的商品广告将出现在与您选择的关键字相匹配的搜索结果的第一页。
您仅需为实际获得点击的广告付费。

了解有关赞助产品的更多信息。

Attract More Holiday Shoppers
The holiday season is often a record-breaker for sales volume and traffic. In 2013, Amazon customers ordered a whopping 37 million items on Cyber Monday alone. The question is, how are you going to get some of those holiday sales? We’ve put together some proven methods that will help you attract more customers.
Offer promotions
One of the greatest things that customers love about Amazon is the huge selection of products and sellers that they can choose from. From your point of view, a huge selection is more competition, which means that you need your products to be as noticeable as possible. Luckily, customers also love to save money, and you have an easy way to let them do that: offer a sales promotion.

You can offer a promotion in many different ways:
A flat amount or percentage discount on an item
Free shipping
Free products bundled with some items
When you create a promotion, just keep in mind two details in order to make it effective:
The customer must know about it.
The promotion must offer sufficient value to favorably influence the customer's choice.
To get started, check out this short video to learn how to set up promotions in Seller Central.
Ship your items fast
During the holidays, one of the most important things you can do for customers is to ship their orders on time. Offering free shipping is always a good place to start, but having the option for two-day shipping or next-day shipping are great ways to get a customer to buy from you instead of another seller as holidays near. Go to Set your shipping rates to manage these options.

For a quick reminder on how to set your shipping rates, view our Set your shipping rates.

Additionally, you can see whether your shipping is meeting buyer expectation by looking at these tools:
Pre-fulfillment Cancel Rate
Late Shipment Rate
If you’re having trouble with late shipments, then you might want to consider using Fulfillment by Amazon () during the holiday season.
Win the Buy Box
Because Amazon groups all of the sellers offering the same product, winning the Buy Box is often the name of the game. The seller that wins the Buy Box gets an increase in orders placed for that particular product.

To give customers the best possible shopping experience, sellers must meet performance-based requirements to compete for Buy Box placement. In general, you will want to excel in these areas in order to have a good chance of winning the Buy Box:
Competitive pricing
Stock availability
Customer service
Click here to view all of the eligibility criteria.
Amazon Sponsored Products
If you already have items listed in the Buy Box for some products, you may want to think about advertising with Amazon Sponsored Products. It’s one of the most direct ways that can help increase visibility for your listings.

How Amazon Sponsored Products works:
Choose the products you want to advertise.
Select your keywords. When a customer uses the search box on Amazon, we use their keywords to bring up relevant ads for products. If your keywords match the customer’s keywords, then your ads will show up.
If you don’t want to choose the keywords yourself, you can turn on automatic targeting, which has us do it for you.
Ads for your items will appear right on the first pages of search results for the keywords you choose.
You pay only for the ads that actually receive clicks.
Learn more about Amazon Sponsored Products.