Преимущества Brand Registry

Благодаря A+ контенту можно значительно расширить описание товаров и вашего бренда. Контент A+ позволяет использовать не только текстовые описания товаров, он также включает видео и фотографии с высоким разрешением, подробные описания товаров, информацию о бренде. Все эти элементы положительно отражаются на восприятии ваших товаров и представленности вашего бренда на Amazon.

В чем преимущество использования Контент A+?

  • Повышение вовлеченности и доверия клиентов.
  • Повышение коэффициента конверсии листинга за счет более подробной информации о товаре.
  • Уменьшение количества возвратов. Покупатели лучше понимают ваш товар перед покупкой.
  • Лучшие отзывы о товарах. Более правильные решения о покупке приводят к тому, что клиенты остаются довольными и оставляют лучшие отзывы.
  • Повышение эффективности PPC и сокращение ACoS (Ad Cost Over Sales – стоимость рекламы относительно продаж). Более подробная информация о товаре помогает превратить пользователей, которые нажимают на ваше объявление, в покупателей.

Подводя итог, можно сказать, что контент A + положительно влияет на качество обслуживания клиентов, BSR и общую рентабельность инвестиций.

Продавцы, зарегистрированные на Amazon, получают доступ к продвинутым рекламным инструментам. Sponsored Brands Ads - отличный инструмент для повышения узнаваемости бренда. Вы можете направлять трафик Amazon PPC, полученный Sponsored Brands Ads, непосредственно на ваш Amazon Storefront или на конкретный ASIN.

Баннеры Amazon Sponsored Brands отображаются вверху страницы результатов поиска - наиболее конвертируемой части страницы. Рекламные баннеры отображают логотип вашего бренда, слоган и несколько продуктов.

Video ads обычно размещаются посередине страницы результатов поиска Amazon. Sponsored Brand Video занимает большую часть страницы, поэтому клиенты ее не пропустят. Каждый блок видеорекламы состоит из двух частей. Левая часть – это видео, а правая – содержит фото товара, название, цену, доставку и отзывы.

Подводя итог, можно сказать, что продавцы, участвующие в Brand Registry program, могут более качественно выделить свои продукты в результатах поиска и, тем самым, иметь огромное преимущество перед конкурентами.

Еще одно преимущество Amazon Brand Registry – Amazon Stores. Это отличный способ продемонстрировать свои продукты, сохранить присутствие бренда на торговой площадке Amazon и повысить лояльность к бренду.

Amazon Store значительно повысит ценность вашего бизнеса на Amazon, благодаря таким преимуществам:

  • Amazon Store позволяет брендам демонстрировать весь каталог в одном месте.
  • Вы можете направить PPC или внешний трафик на целевую страницу Amazon Store вместо определенного списка ASIN. В результате покупатель увидит весь ассортимент товаров вашего бренда.
  • Amazon Store - единственное место, где покупатели не видят рекламу конкурентов. Таким образом, ваши покупатели могут просматривать именно ваши продукты, не отвлекаясь на рекламу конкурентов.
  • Amazon Store упрощает запуск новых товаров Amazon. Магазин - отличная площадка для рекламы нового ассортимента товаров по низкой цене и без дополнительной платы.
  • Amazon Store предоставляет уникальный статический URL-адрес. Вы можете использовать его как целевую страницу для рекламы. Это идеальное решение для внешнего трафика, такого как реклама в социальных сетях и Google AdWords.

Amazon Brand Analytics - еще один плюс Brand Registry. Brand Analytics можно использовать бесплатно для брендов, зарегистрированных через Brand Registry.

Amazon Brand Analytics - мощный инструмент, предоставляющий широкий спектр полезных отчетов и аналитической информации. Используя Amazon Brand Analytics, вы можете следить за эффективностью своего бизнеса, тенденциями продаж, а также за трафиком и коэффициентами конверсии. Использование этой информации позволяет принимать обоснованные решения о ценообразовании, маркетинге и рекламной стратегии.

Одним из наиболее ценных инструментов, предоставляемых Brand Analytics, является отчет Amazon Search Terms («Поисковые запросы»). В этом отчете отображается статистика поисковых запросов на глобальном уровне или на уровне категорий. Отчет "Поисковые запросы" - отличный инструмент для повышения эффективности контекстной рекламы или точной настройки title, bullets и descriptions листинга для повышения эффективности SEO.

Отчет Amazon Search Terms включает следующую информацию:

  • Список самых популярных ключевых слов за определенный период времени.
  • Частота поискового запроса.
  • 3 самых популярных товара по каждому поисковому запросу. Конверсия и клики по этим товарам.

Другие отчеты, доступные через Amazon Brand Analytics:

  • Item Comparison («Сравнение товаров») и Alternate Purchase Behavior («Альтернативное поведение при покупке»). Отчет показывает, что еще клиенты смотрят или покупают при просмотре вашего товара. Таким образом, вы можете увидеть, как конкуренты занимают долю рынка. Зная это, можно настроить таргетинг кампании Amazon PPC на ASIN конкурента.
  • Market Basket Analysis («Анализ рыночной корзины»). В этом отчете показаны товары, которые находятся в корзине покупателя вместе с вашим товаром. Вы можете использовать эту информацию для создания bundles (наборов) или для upsell-продаж.
  • Демографический отчет. Дает представление о вашей аудитории.
  • Отчет о повторных покупках. В этом отчете показан процент клиентов, совершивших повторные покупки в течение указанного периода времени.

Amazon Brand Registry дает гораздо больший контроль над контентом вашего листинга. Amazon предполагает более высокий приоритет внесениям изменений в листинг, сделанных вами как владельцем бренда. В результате снижается вероятность изменений title, bullets, description и изображений, сделанных другими продавцами.

Продавцы, имеющие Brand Registry, имеют доступ к поддержке Amazon's internal team, которая более эффективна, чем обычная поддержка Amazon, в отношении некорректных изменений информации на ваших листингах.

Автоматический алгоритм защиты бренда использует информацию о вашем бренде, чтобы не допускать возможности другим продавцам Amazon нарушать ваши права на интеллектуальную собственность, торговать подделками, либо каким-то другим способом дискредитировать ваш бренд.

Примеры нарушений, которые можно предотвратить с помощью Proactive защиты бренда Amazon:

  • Листинги, которые не являются товарами вашего бренда, но используют название вашего бренда в title, bullets или description.
  • Создание листингов с использованием вашего бренда, когда вы уже разместили полный каталог товаров на Amazon.
  • Поставка товаров из стран, в которых вы не производите и не продаете свой бренд.
  • Использование логотипа или названия вашего бренда на изображениях товаров, не связанных с вашим брендом.

Amazon предоставляет широкие возможности для мониторинга вашего бренда. Вы можете искать информацию о неправомерном использовании вашей торговой марки, нарушении авторских прав или патентов в своем аккаунте Brand Registry. Возможен поиск по бренду, названию товара или изображению.

Если обнаружено нарушение, можно быстро сообщить об этом Amazon internal Brand Registry team, заполнив форму здесь.

Обратите внимание, что у вас должна быть активна учетная запись Brand Registry и вы должны войти в систему, чтобы использовать вышеуказанную форму.

Нарушения, о которых можно сообщать:

  • Проблемы, связанные с нарушениями использования вашего бренда (Brand / Trademark)
  • Проблемы, связанные с нарушением авторского права (Copyright)
  • Несоответствующее описание товара ("Not as described")
  • Манипуляции с отзывами о товарах
  • Неправильная информация на странице товара или вариации

Кроме того, вы можете работать с Amazon internal Brand Registry team по техническим вопросам, передавать ранее открытые кейсы на более высокий уровень рассмотрения, а также отзывать претензии о нарушении прав интеллектуальной собственности.

Обратите внимание, что Brand Registry не запрещает другим продавцам выставлять товары на листинге, созданном вами как владельцем бренда.

Amazon не требует соблюдения соглашений с эксклюзивными дистрибьюторами. Вот заявление Amazon по этому поводу:

Amazon уважает право производителя заключать эксклюзивные соглашения о продаже своих товаров. Однако нарушение таких соглашений не является нарушением прав интеллектуальной собственности. Поскольку обеспечение соблюдения этих соглашений является результатом договоренностей непосредственно между производителем и розничными продавцами, Amazon считает нецелесообразным оказывать помощь в данном направлении.

Программа Amazon Attribution позволяет измерять влияние маркетинговых кампаний, не связанных с Amazon (в электронной почте, поисковых системах, социальных сетях и влияние инфлюенсеров) на ваш бизнес.

Amazon Attribution доступна пользователям Brand Registry в следующих странах:

  • Канада
  • Франция
  • Германия
  • Италия
  • Испания
  • Великобритания
  • США

Amazon Attribution предоставляет широкий спектр метрик по вашей non-Amazon рекламе (включая клики, просмотры листингов Amazon, действия «Добавить в корзину» и продажи). В результате вы получаете возможность убедиться, что внешний трафик, ведущий на ваши листинги Amazon, приносит прибыль и повышает рентабельность инвестиций в бизнес.

Платформа Amazon Attribution позволяет пользователям создавать уникальные теги. Tеги включаются в ASIN листинга или URL-адреса Brand Store. Эти URL-адреса используются для перенаправления трафика Amazon на ваши листинги.

Уникальные теги можно создавать для целых кампаний, рекламных каналов и даже для каждого ключевого слова. Таким образом, вы можете следить за эффективностью маркетинга на любом уровне.

Amazon Attribution использует период конверсии в 14 дней. То есть любая покупка, совершенная клиентом в течение 14 дней после клика по рекламе, будет засчитана в этой рекламе. Наконец, программа Amazon Attribution может отслеживать одного и того же пользователя на разных устройствах.

Amazon Vine - отличная программа для вывода ваших новых товаров на рынок Amazon. После того, как Amazon прекратил поддержку программы Early Reviewer в апреле 2021 года, программа Vine стала единственным вариантом для получения первых отзывов о товарах в соответствии с Amazon Terms of Service (TOS).

Amazon Vine позволяет продавать товары доверенным покупателям Amazon в обмен на честный отзыв.

Преимущества Amazon Vine:

  • Возможность довольно быстро получить до 30 отзывов на ASIN.
  • Отзывы по данной программе являются честными, без каких-либо манипуляций. Поэтому вероятность того, что Amazon удалит такие отзывы, очень мала.
  • Такие отзывы обычно отличаются высоким качеством, и покупатели больше доверяют им.
  • Повышение осведомленности о ваших новых товарах.

Требования Amazon Vine к продавцу и к товарам:

  • Продавец должен иметь Brand Registry.
  • Количество отзывов на одном ASIN не должно превышать 30.
  • Товары доступны на складе FBA.
  • Товары должны быть новыми (Condition – NEW).
  • Товары из категории «Для взрослых» не участвуют в программе Vine.
  • Товар запускается во время регистрации в программе.

Amazon не гарантирует положительных отзывов. Отрицательные отзывы нельзя удалить, если они не противоречат Amazon Terms and Conditions.

Программа Amazon Vine доступна не всем покупателям. Это программа только по приглашениям для избранных покупателей Amazon. "Vine Voices" доступны только самым доверенным клиентам Amazon. Именно поэтому отзывы по программе Vine беспристрастны и честны.

Вы раздаете товары по программе Vine, т.е. вам не платят за эти товары. А вы, в свою очередь, не платите комиссию FBA за эти заказы.

Максимальное количество отзывов, которые товар может получить в программе Vine, - 30. Программа останавливается, как только количество отзывов на вашем ASIN достигает 30.

Например, вы зарегистрировались в программе Vine, когда было 5 отзывов, далее вы получаете еще 10, не связанных с отзывами Vine во время работы программы Vine. Тогда максимальное количество отзывов через Vine останется 15.

В программе Vine одновременно могут быть активны не более пяти ASIN. Вы можете отменить регистрацию ASIN в программе Vine в любое время.

Отзывы по программе Vine отмечены зеленой полоской Customer review from the Amazon Vine Program (Отзыв клиента по программе Amazon Vine).

Amazon Live позволяет владельцу бренда создавать качественные видео и транслировать их покупателям Amazon. Это отличный способ продемонстрировать особенности товара, его преимущества, варианты использования, а также добавить интерактивности с потребителями.

Amazon Live бесплатен и сейчас доступен только в США продавцам, имеющим Brand Registry.

Обычно видео и трансляции отображаются на странице Amazon Live и на страницах с описанием товаров вашего бренда.

Однако видеоролики Amazon Live могут появляться даже на листингах ваших конкурентов или в других местах, например, на главной странице Amazon.

Существует три уровня Amazon Live:

  • Rising Star
  • Insider
  • A-List

Реклама продавцов уровня A-List может быть размещена на главной странице Amazon. Здесь вы можете найти обзор всех уровней Amazon Live.

Ваши товары отображаются рядом с видеоплеером. Скидки и предложения также отображаются в карусели товаров.

В ваших видео пользователям доступна кнопка Follow («Подписаться»). Покупатели Amazon могут подписываться, чтобы следить за вашим брендом. Подписчики будут получать уведомление в мобильном приложении Amazon, когда вы размещаете видео.

Вы можете использовать приложение от Amazon - Amazon Live Creator. Приложение может использоваться брендами и инфлюенсерами для демонстрации товаров в режиме реального времени.

Вы можете скачать Amazon Live Creator для iOS здесь.

К сожалению, на данный момент приложение недоступно для устройств Android.

Manage Your Customer Engagement (MYCE) - это новая программа, запущенная Amazon в апреле 2021 года. Программа доступна для зарегистрированных продавцов с активным Amazon Store, у которых есть подписчики. MYCE позволяет отправлять маркетинговые электронные письма напрямую клиентам, которые следят за вашим брендом. В результате бренду будет легче строить лояльные отношения с покупателями, а также проще и эффективнее запускать новые товары.

На данный момент программа Manage Your Customer Engagement поддерживает только анонсы новых товаров. По заявлению Amazon, в будущем будут добавлены дополнительные шаблоны.

Вы, как продавец, не имеете доступа к электронной почте клиентов или другим контактным данным. Вы увидите только количество клиентов, которым будут отправлены письма по электронной почте.

Чтобы создать рассылку, вы должны предоставить Amazon следующую информацию:

  • Логотип вашего бренда.
  • Информация о новом товаре, который вы хотите продвигать.
  • Желаемый период времени доставки рассылки.

Когда почтовая кампания настроена, вы отправляете ее на утверждение в Amazon. По данным Amazon, на одобрение кампании уходит не менее 72 часов. Так что, пожалуйста, планируйте кампанию заранее.

Требования, необходимые для использования инструмента Manage Your Customer Engagement (MYCE):

  • Регистрация в Amazon Brand Registry.
  • Товар, который вы хотите продвигать, должен продаваться на Amazon менее 6 месяцев.
  • Необходимо иметь Amazon Brand Store с активными подписчиками.
  • В настоящее время программа MYCE доступна только в США.

Дополнительную информацию можно получить здесь.

В июле 2021 года Amazon запустил Brand Referral Bonus program. Эта программа предлагает брендам бонус (в среднем около 10% от продаж) за привлечение трафика на их Amazon листинги из маркетинговых кампаний, не имеющих отношения к Amazon.

Brand Referral Bonus program могут воспользоваться только владельцы брендов, которые имеют Amazon Brand Registry. На данный момент программа доступна только для маркетплейса Amazon в США.

Чтобы воспользоваться программой, продавец должен:

  1. Зарегистрироваться в Brand Referral Bonus program.
  2. Зарегистрироваться в Amazon Attribution.
  3. Создать теги Amazon Attribution для товаров, на которые вы направляете трафик. Для получения бонуса весь внешний трафик должен иметь Amazon Attribution Tag.
  4. Запустить маркетинговые кампании.

Период расчетов по бонусам составляет 14 дней. Другими словами, продвигаемые товары и доп. товары, приобретенные у одного и того же бренда, будут иметь право на получение бонуса в течение 14 дней после клика на рекламное объявление.

Прежде, чем бонусы будут зачислены на счет продавца, они блокируются на 2 месяца. Это время необходимо для обеспечения возможности отмены заказа или возврата товара.

Бонус предоставляется как кредит на referral fee (реферальную комиссию).

Воспользуйтесь приведенной здесь таблицей, чтобы узнать точный процент бонуса в зависимости от категории товара.

Amazon Brand Dashboard - это удобный и простой в использовании инструмент, доступный продавцам Amazon, участвующим в программе Brand Registry. Этот инструмент позволяет отслеживать состояние бренда и получать отзывы, благодаря которым можно улучшить свои листинги. Следовательно, повысить посещаемость и конверсию.

В настоящее время Amazon Brand Dashboard доступен только в США.

Перечень отчетов и инструментов, предоставляемых Amazon Brand Dashboard:

  1. Brand Health («Состояние бренда»)
  • Price Competitiveness (Ценовая конкурентоспособность) - Amazon сканирует каталог и проверяет, размещают ли другие розничные продавцы ваши товары по более низкой цене. Здесь можно увидеть информацию о ваших конкурентах и ​​их ценах. Если Amazon не обнаружит, что товары вашего бренда продаются другими розничными продавцами, в этом отчете не будет никакой информации.
  • Prime Eligibility - этот отчет показывает, какой процент просмотров за последние 30 дней приходился на prime-eligible товары. В этом отчете также можно увидеть подробности и по non prime-eligible просмотрам. Владея этой информацией можно принять обоснованное решение о переводе товаров с FBM на FBA.
  • In-stock Rate (Отчет о наличии на складе) дает вам информацию о товарах, которых нет в наличии, и о количестве просмотров страниц с такими товарами. Этот отчет поможет в планировании закупок и наличия товаров, а также в повышении индекса IPI (Inventory Performance Index).
  • Sold by Amazon (в настоящее время эта программа только по приглашению, доступна избранным продавцам). Вы можете выбирать товары для участия в программе Sold by Amazon (SBA). Цены на эти товары будут устанавливаться алгоритмами Amazon, поэтому покупатели получат самые конкурентоспособные цены. А чтобы защитить вашу прибыль, Amazon позволяет установить Minimum Gross Proceeds amount (минимальную сумму выручки) для каждого товара SBA – другими словами, вы никогда не получите меньше этой цены. Листинги SBA товаров показываются покупателям как "Ships from and sold by Amazon", собственно, как и товары, продаваемые непосредственно самим Amazon.
  • Selection Completeness (пока доступно не для всех брендов). Amazon находит листинги с вашим брендом, на которых вы еще не являетесь продавцом. Таким образом можно не упустить хорошие возможности для повышения продаж.
  1. Conversion Recommendations (Рекомендации по конверсии):
  • Detail Page Completion report (Отчет о том, как заполнена страница товара) - показывает, на каких страницах товаров отсутствуют изображения, bullets или descriptions.
  • Minimum Number of Customer Reviews (Минимальное количество отзывов клиентов) – этот отчет показывает товары, которые имеют пять или меньше отзывов.
  • В отчете Critical Customer Reviews (Критические отзывы покупателей) показаны ваши товары, которые получили оценку клиентов в три звезды и ниже.
  • Отчет A+ Content Coverage показывает, какие из ваших товаров не используют преимущества программы A+ Content.
  1. Traffic Recommendations (Рекомендации по трафику)
  • Optimize your search keywords (Оптимизация ключевых слов). Этот инструмент проверяет тайтл страницы на наличие повторяющихся, избыточных и слишком длинных поисковых запросов.
  • PPC ads (реклама Pay per click). В этом отчете показаны товары, по которым в настоящее время не показываются рекламные объявления, а также товары, которые не получали просмотров в результате проведения рекламных кампаний PPC за последние 30 дней.
  1. New Product Optimizer (Оптимизатор новых товаров)

New Product Optimizer поможет оптимизировать новые товары путем выполнения рекомендуемых методов. Этот инструмент покажет информацию о ваших товарах, которые были созданы за последние 60 дней.

  1. ASIN Search Terms Field Optimizer (Оптимизатор поисковых запросов)

Amazon позволяет добавлять поисковые запросы пользователей в бэкенд. Это могут быть те запросы, которые клиенты, возможно, будут использовать в поиске, но которые еще не используются в title, bullets и description. Они не видны покупателям на странице товара, но используются поисковым алгоритмом Amazon.

ASIN Search Terms Field Optimizer информирует вас об ASIN товаров, которые не соответствуют рекомендациям Amazon:

- Не используют все 250 символов, доступных для поисковых запросов.

- Содержат поисковые запросы, которые уже используются в title, bullets и description.

- Содержат поисковые запросы, которые Amazon не индексирует. Например «and», «for», «free».

  1. Customer Reviews (Отзывы покупателей)

Вкладка Customer Reviews на Amazon Brand Dashboard позволяет просматривать и работать со всеми отзывами о товарах, оставленными клиентами за последние 30 дней. Вы также можете фильтровать отзывы по рейтингу и по периоду времени.

Brand Dashboard позволяет выполнять следующие действия для каждого отзыва:

- Add a comment (Добавить комментарий) – можно использовать, чтобы быстро отвечать на отзывы покупателей.

- Mark as done (Отметить как выполненное) - используйте его, если над отзывом больше не требуется никаких действий.

- Report abuse (Сообщить о злоупотреблении) - если отзыв клиента не соответствует политике Amazon, сообщите об этом, и, если претензия верна, отзыв будет удален.

В ноябре 2019 года Amazon представила возможность публикаций в стиле социальных сетей - Amazon Posts. Он позволяет продавцам создавать посты в стиле Instagram прямо на платформе Amazon.

Когда вы создаете Amazon Post, он размещается в меню вашего Brand Store под ссылкой Posts. Клиенты могут подписаться, чтобы получать уведомления каждый раз, когда вы создаете новый пост и делитесь им. А благодаря инструменту Amazon Manage Your Customer Engagement, можно отправлять личные сообщения вашим подписчикам.

Другие места, где можно увидеть Amazon Posts:

  • На ваших листингах - между разделами “Customers who bought this item also bought” (Клиенты, которые купили этот товар, также покупают) и “Customer Questions” (Вопросы клиентов).
  • На листингах ваших конкурентов – также между разделами “Customers who bought this item also bought” (Клиенты, которые купили этот товар, также покупают) и “Customer Questions” (Вопросы клиентов).
  • В Related post feed - товары размещаются на определенной странице алгоритмом Amazon, который связывает похожие товары друг с другом. Related post feed можно найти, щелкнув на три точки в правом верхнем углу поста, а затем кликнув “See more like this”.
  • В Category-based feed - Amazon добавляет теги категорий внизу вашего поста. Теги категорий похожи на Related post feed, описанные выше, но они включают более широкий ассортимент товаров.

В настоящее время Amazon Posts доступны только на маркетплейсе Amazon USA для продавцов, участвующих в программе Amazon Brand Registry.

Программа Amazon Virtual Bundles позволяет предлагать вашим клиентам наборы товаров без необходимости упаковывать их вместе. С помощью Virtual Bundles можно объединить до пяти отдельных ASIN в один листинг.

Преимущества и особенности программы Virtual Bundles:

  • Вы можете продавать как отдельные единицы, так и наборы одновременно. К тому же, единичные товары не закрепляются в наборах. Таким образом можно избежать неприятную ситуацию, когда у вас есть несколько наборов, а единичных товаров, составляющих набор, нет на складе.
  • Amazon автоматически обновит количество единиц, доступное для набора, в зависимости от наличия ASIN с наименьшим запасом.
  • Страница товара создается для каждого виртуального набора. При этом, также создается уникальный SKU, который присваивается виртуальному набору. Вы можете создавать и редактировать title, bullets, description, цену и изображения листингов виртуальных наборов.
  • Вам не нужно создавать UPC / EAN для виртуальных наборов.
  • Цена на виртуальные наборы товаров может быть равной или меньшей, чем сумма цен товаров в наборе.
  • Вы выбираете основной товар в наборе (любой ASIN из набора). ASIN набора наследует ключевые слова от ASIN основного товара. Соответственно, основной ASIN будет определять результаты поиска набора и его принадлежности к определенной категории. В качестве основного товара будет разумно выбрать наиболее продаваемый ASIN. На странице товара покупатели увидят кнопку “Make it a bundle” («Создать набор»), которая дает понять, что они могут приобрести этот товар вместе с дополнительными товарами.
  • Вы можете использовать купоны и контент A+ для Virtual Bundles.
  • В скором времени вы сможете запускать рекламу Sponsored Brands ads для Virtual Bundles. На данный момент такая реклама пока недоступна для Virtual Bundles.
  • ASIN Virtual Bundles будет иметь собственные отзывы и рейтинг.
  • В набор можно включать несколько единиц для каждого ASIN. Например, вы объединяете два ASIN. Один из них предназначен для красных сумок для покупок, а второй - для синих. Вы можете создать набор из трех красных сумок и одной синей. Или две красные и две синие сумки. Можно установить любое количество единиц для каждого товара в наборе.

Требования и ограничения программы Virtual Bundle:

  • Ваш бренд должен принимать участие в Amazon Brand Registry.
  • Virtual Bundle можно создавать только в Amazon US store.
  • В Virtual Bundle допускаются только FBA товары.
  • Virtual Bundles должны содержать от двух до пяти ASIN. Каждый компонент ASIN должен иметь возможность приобретаться отдельно.
  • ASIN, которые являются частью Virtual Bundle, должны быть в наличии на FBA и быть в состоянии «New».
  • ASIN должны принадлежать вашему бренду.
  • В Virtual Bundle нельзя добавлять gift cards, товары, доставляемые электронным способом (например, цифровую музыку, видео и книги).
  • Цена набора должна быть ниже, чем общая цена товаров в этом наборе. В противном случае Virtual Bundle потеряет Buy Box.
  • Virtual Bundle не могут быть частью вариаций.

Заказы на Virtual Bundles отображаются в Seller Central таким образом, как если бы каждый товар из этого набора был куплен в одном заказе.

Клиенты могут вернуть несколько товаров из Virtual Bundle, а остальные оставить себе.

Все товары из Virtual Bundle доставляются отдельно. Таким образом, все стандартные комиссии Amazon применяются к каждому товару из набора.

Чтобы создать Virtual Bundle, войдите в Amazon Seller Central и перейдите на страницу Virtual Bundle.

Amazon предоставляет отчеты о продажах Virtual Bundle за последние 90 дней. В этих отчетах вы можете увидеть следующую информацию:

  • Дата (не отображаются те дни, когда не было продаж Virtual Bundles)
  • ASIN набора
  • Title набора
  • Общие продажи (цена набора * количество продаж)

Manage Your Experiments - это инструмент Amazon, который позволяет проводить A/B эксперименты (сплит-тесты) для содержимого A+, title и изображений вашего листинга.

С помощью Manage Your Experiments можно настроить две версии контента. Во время эксперимента посетители листинга случайным образом разделяются на две группы. Одна группа будет видеть версию A, а другая - версию B. В случае, если в течение эксперимента тот же клиент посетит ваш листинг позже, ему будет показана та же версия контента, что и при первом посещении.

Эксперименты НЕ влияют на выдачу вашего листинга в поиске.

Контент для А/В эксперимента должен соответствовать тем же правилам, что и любой другой обычный контент.

Продолжительность эксперимента может быть установлена на 4, 6, 8 или 10 недель. Продолжительность также можно изменить или даже закончить эксперимент досрочно. Чем дольше вы проводите эксперимент, тем точнее будут результаты.

Amazon подсчитывает результаты экспериментов каждую неделю.

В конце эксперимента вы увидите, какая версия работает лучше и ее можно будет опубликовать. Эксперименты дают полезную информацию о предпочтениях ваших клиентов, позволяют создавать более качественный контент и повышать продажи.

Результаты эксперимента включают:

  • Информация о том, насколько одна версия контента лучше другой.
  • Продажи, коэффициент конверсии, единицы, проданные уникальному посетителю каждой версии, а также количество пользователей, которые видели каждую из версий.
  • Прогноз на год.

В настоящее время функция Manage Your Experiments доступна только для продавцов в США, у которых зарегистрирована торговая марка. И только ASIN, получившие достаточно трафика за последние недели, могут принимать участие в Manage Your Experiments.

В июне 2021 года Amazon представила новую функцию, которая позволяет продавцам, у которых есть зарегистрированные бренды, связываться с покупателями, оставившими критические (1-3 звезды) отзывы.

Amazon предоставляет шаблоны сообщений, чтобы предложить покупателю замену товара или возврат средств. Также есть возможность связаться с клиентом, чтобы уточнить любые вопросы, связанные с товаром.

В настоящее время нет возможности редактировать шаблоны сообщений, созданные Amazon.

Как использовать опцию Contact Buyers:

  • Перейдите в Brand Dashboard --> Customer Reviews
  • Отфильтруйте отзывы, чтобы отображались только критические.
  • Если у вашего товара есть отзывы с тремя или менее звездами, справа вверху должна быть кнопка с надписью Contact Buyer («Связаться с покупателем»).
  • Когда вы нажмете кнопку Contact Buyer, Amazon предложит два варианта: Courtesy refund (предложение вашему клиенту полного возврата средств или вариант замены товара) или Customer review (этот вариант позволяет вам напрямую связаться с клиентом и уточнить проблемы с товаром).

Функция Contact Buyers About Negative Reviews доступна только для отзывов, оставленных на ASIN, зарегистрированных в программе Brand Registry.

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