The answer is as follows:

Amazon operation vocabulary summary! Everything you want to know is here

1. Daily Vocabulary

Listing

Amazon listing refers to the product page, one product per page, except for multiple Except for attribute variant products, they are all one product page. A listing mainly includes seven elements: product title, picture, search term, bullet point, product description, QA, and review.

The Buy box

is located at the top right of each product page, which is where every buyer who purchases on Amazon habitually clicks to buy. The golden shopping cart can maximize the exposure of products and is the best helper to improve seller performance. According to incomplete statistics, 82% of Amazon transactions are realized through the gold shopping cart.

Follow Selling

After a seller creates a listing, other sellers can also sell their same products on this page. For example: Seller A has created a product page. This product page is exclusive. Other sellers do not need to edit the product text and pictures themselves. They only need to modify the price and inventory quantity to sell the product.

Brand registration

Brand registration means that sellers selling private brands can register their brands through brand registration and register themselves as brand owners. Brand Registry makes it easier for sellers to manage their brands and list their products on Amazon.

A+ page

It is a picture and text version of the product details page, through which you can use additional pictures and text to further improve the product description. It allows brands to demonstrate the unique value of their products through vivid images and set text content. Currently, the A+ page is only open to merchants that have passed Amazon's Brand Registry. The Japanese website has the A+ function.

ODR (Order Defect Rate)

The order defect rate. This indicator is calculated based on all 1-2 star negative reviews and Claim disputes (including This percentage is calculated by dividing the orders from A-Z and Chargeback by the total number of orders during the period. ODR is an important indicator that reflects whether a seller can provide a good service.

A2Z

is a protection policy for buyers on the Amazon platform. If the buyer is not satisfied with the goods or services sold by the third-party seller, the buyer can initiate an Amazon mall transaction. An Amazon A-to-Z Guarantee claim (referred to as an “A-to-Z” or “A-to-Z claim”) allows Amazon to step in to protect its interests from the latest estimated delivery date The buyer has 90 days from the beginning to file a claim. The maximum delivery time is three days after the order is placed (or 30 days after the order is placed) to 90 days from the order date.

VAT

VALUE ADDED TAX, this is the after-sales value-added tax commonly used in EU countries, which refers to the profit tax on the selling price of goods. When the goods enter the UK (according to EU law), the goods pay import tax; when the goods are sold, the merchant can refund the import VAT and then pay the corresponding sales tax based on the sales. VAT (Value Added Tax) applies to those who use overseas products. Warehouse sellers, because your products are shipped from within the UK and the transaction is completed.

A9 algorithm

A9 is the name of Amazon’s search algorithm. Amazon uses this algorithm to select the most relevant products from a huge product category and sort them according to relevance (A9 will Rating the selected products) and display them to customers.

2. Products

SKU

SKU is a seller’s management of the products in his store. SKU can be filled in on Amazon (for the convenience of product management, it is recommended that everyone You don’t have to fill it in), if you don’t fill it in, Amazon will automatically generate one for you.

ASIN

It is equivalent to an ID number for products on the Amazon platform. It is a combination of numbers and letters that Amazon automatically assigns after uploading the product. A linked product will only have one ASIN. So once others know your ASIN code, they can know your products or even your store, and they can directly use the ASIN code to search for the corresponding products.

FNSKU

In order to manage all goods sent by sellers, the FBA warehouse codes these products by itself, and we sellers do not need to worry about it.

GCID

A brand identifier generated internally by Amazon. When your brand is successfully registered with Amazon, provide a keyattribute, and Amazon will automatically assign a unique Global Catalog Identifier, also known as GCID. Six characters, including letters and numbers.

UPC

It is a bar code for commodities developed by the United States Uniform Code Committee and is mainly used in the United States and Canada. The UPC code is the earliest barcode to be applied on a large scale. Due to its wide range of applications, it is also called the universal barcode and is popular in international trade. There are also two types of UPC barcodes: standard version and shortened version. The standard version consists of 12 digits and the shortened version consists of 8 digits.

EAN

It is a barcode for commodities developed by the International Article Numbering Association. It is used all over the world and consists of a prefix code, a manufacturer identification code, a commodity item code and a check code** * Composed of 13 digits. China has joined the EAN organization, and the barcodes printed on the packages of the products we buy every day are generally EAN codes.

3. Comments

Feedback

Customer Feedback is the customer’s evaluation of the purchase order. The evaluation content includes product quality, service level, In terms of delivery time and consistency between items and descriptions, Feedback will only occur when there is a real purchase record. At the same time, Feedback will be clearly listed on the seller's store homepage and store evaluation details, and Feedback will have a greater impact on the seller. Most of it is reflected at the seller account level. The quality of Feedback will directly affect the changes in ODR indicators. Regarding feedback, buyers can keep it within 90 days. Once feedback is left, it can be deleted within 60 days; if you want to modify it, you must delete the original one and then re-evaluate it.

Difference: Review is the front-end evaluation, and Feedback is the back-end evaluation; Review directly affects sales, and Feedback determines the life or death of the seller.

Direct review

You can write a review for the product directly without purchasing the product. According to Amazon's rules, any Amazon user (who has purchased more than $50 on the Amazon platform) can post a review on the Listing that interests them, regardless of whether they have purchased the product of the Listing itself.

Verified Purchase

Reviews from users who have actually purchased this listing. This type of review will have a VerifiedPurchase logo on the page.

Early Reviewer Program

It is a project launched by Amazon in 2017 to encourage buyers who have already purchased products to evaluate the products and share their real experiences. Amazon gives selected early reviewers a $1~$3 shopping card as compensation, thereby stimulating them to write authentic, reliable reviews with pictures and texts. Currently, sellers can apply to join this project in the background. Amazon charges a fee of US$60 per project. When the seller gets the first review through the project, the fee is charged. When the seller gets 5 reviews, the project ends.

Vine program

In order to allow ordinary buyers to have more honest, professional and unbiased reviews to refer to when making purchases, Amazon has launched a program called Vine since 2007. The vine program provides free products and invites credible Reviewers to evaluate new products or products that have not yet been put on the shelves. There is a vine vioce logo on the comment. Conditions for sellers to join the event:

1. Ship goods to Amazon suppliers. Sellers with Vendor Accounts are cooperative vendors actively invited by Amazon.

2. If a third-party seller (Seller) wants to join the Vine Program, he must apply to join Vendor Express and pass Amazon's review. Vendor Express has a higher cost and is suitable for manufacturers or sellers with patented product lines.

Top Reviewer

People on Amazon who specialize in product evaluation for sellers, their evaluation results are generally very fair. Reviews written by Top reviewers have high credibility. Reviews written by the top 1,000 reviewers will have a label next to them. Sellers can contact Top Reviewers and send the products that need to be reviewed to these reviewers for free for review.

4. Advertising

CPC (PPC)

Cost Per Click&Pay per Click is Amazon’s first way to obtain traffic through payment. Through keyword bidding, you are charged per click, similar to Google's Adwords and Taobao and Tmall's through-train.

HSA (Headline Search Ads)

Headline Search Ads are a high-exposure display method that combines images and text based on Amazon search and is displayed prior to other search results. It is suitable for Brand owner. When using HSA to drive traffic, keywords and pages must be matched as much as possible.

Product Display Ads

Have more display areas than paid product ads and title search ads, and can be displayed on the sides and bottom of product details pages, attracting buyers It can appear on review pages, on non-Amazon sites, at the top of offer pages, and sometimes on competitor product pages. Product display advertising is where product positioning is based on products and interests rather than keywords. Product targeting lets you choose specific product detail pages where you want your ads to appear.

ACOS value

Advertising Cost of Sale is the ratio of Amazon’s on-site advertising spending to sales revenue. ACOS value = advertising expenditure/sales*100%, which is an important factor in judging the quality of an advertisement. Without considering other factors, the smaller the ACOS value, the better.

CTR (Click through rate)

Click through rate, referred to as click rate, that is, how many times there will be a click, or more precisely, how many times each impression will bring How many clicks (this number of clicks is basically a number less than 1) is generally considered qualified at 0.5%.

5. Marketing (including holidays)

Amazon's choice

The Amazon recommended label is a label applied to products that can be purchased directly from Amazon Echo. The purpose It is used in conjunction with Amazon Echo to simplify the customer's purchasing process. In addition to Best Seller, Amazon will label some categories of products with Amazon's Choice. This black label will greatly improve the conversion rate.

Lightning Deals

Time-sensitive flash sales are mainly displayed in today’s deal, and the display time is 4H-6H. LD is one of the important promotion methods for Amazon sellers, and sellers can sign up to participate in the backend.

US--$150/$300 CA--CA20 UK--GBP25 DE--EUR40 FR--EUR40 ES--EUR40 IT--EUR40 JP--JPY4000.

Today’s Deals

Today’s activities are Amazon’s activities page, including Lightning Deals, coupons, deal of the day and other activities.

Black Friday

Black Friday refers to the fourth Friday in November every year, which is also the second day of Thanksgiving. This day is similar to China’s Double Eleven. Many American merchants will hold big sales on this day, so the sales of all categories of goods will increase greatly.

Cyber ??Monday

The first Monday after Thanksgiving every year. Starting around 2000, e-commerce companies such as Amazon and eBay in the United States will launch large-scale promotions on this day, becoming the e-commerce version of "Black Friday".

back to school

The back-to-school season, which generally starts from mid-August to early September every year, is also an important promotional time for Amazon.

6. Sellers

the first party sellers

Domestically known as 1P sellers, that is, Amazon first-party sellers, including VE sellers and VC sellers.

The third party sellers

Amazon third-party sellers are currently the most common type of sellers. They are spread all over the world, including companies and individuals, with different business scales. Currently, almost all Chinese sellers (including those registered directly on Amazon.com and major sellers who open stores around the world) sell under this identity on Amazon.com. For Chinese sellers, there are two ways to become a 3P seller: "self-registration" and "global store opening".

Amazon Vendor Express

The supplier platform launched by Amazon in 2015 for domestic enterprise suppliers in the United States is a streamlined or junior version of VC, with a self-application channel. . VE can only list 85 products, and VE does not fully support A+ pages. Newly registered VE currently only provides 5 A+ product pages at most.

Amazon Vendor Central

Most of Amazon’s suppliers’ self-operated products come from VC sellers. The VC system is relatively closed. It is an invitation-only system and you cannot apply for admission.

KYC

Know Your Customer, simply put, is the condition review and filing of the account holder (review of the identity of the platform seller), Amazon Payment Europe is the operator of Amazon’s store business The provider is regulated by the Luxembourg Financial Institution (CSSF), so Amazon is obliged to review the company information and company owner identity information for sellers who open stores in Europe. This review is performed by the British risk control team, so Amazon opens stores globally. Sellers on the European site need to pass KYC review before they can successfully open a store on Amazon's European site.

7. Service

Prime

The Prime service plan is a paid membership system of Amazon similar to VIP. It implements an annual fee system. During the validity period of the service, Consumers who have participated in this prime membership service can receive multiple value-added membership services such as fast delivery, free shipping at 0 yuan, early participation in flash sales, free music trials, member-exclusive discounts, and more. Currently, Amazon's Prime service is available on its sites in the United States, Japan, Germany, the United Kingdom, and China. Members who have paid for Amazon Prime service (US annual fee: $119.99, Japanese annual fee: ￥3900).

Transparency Plan

For SKUs that participate in the Transparency Plan, when purchasing "transparent products", consumers only need to use Amazon's Transparency app to scan the QR code on the product packaging. You can learn a series of information about the entire process from production to sales, such as the product manufacturer, place of origin, and expiration date, and you can also be more sure of the authenticity of the product.

Amazon also sets requirements if you want to participate in the transparency program. First of all, it is currently limited to the US site. Secondly, you must be the owner of the brand. Finally, the trademark successfully registered on Amazon must be the R mark. Only if these three conditions are met can you participate. After participating, the brand will have its own unique QR code label protection, and it will be corresponding to the packaging of the products participating in the Amazon Transparency Program. Therefore, when being followed by a bad seller, the bad seller must obtain the traceability mark of the compliant seller and affix an anti-counterfeiting QR code on the product packaging, otherwise his goods will be destroyed. This is for FBA follow-up. Sell. When being followed by a self-delivered product, Amazon will require the follower to provide the correct QR code for verification when submitting the offer of the Listing. Otherwise, the Listing cannot be resold.

8. Logistics

FBA

fulfillment by amazon is delivered by Amazon warehouse. Sellers need to prepare goods to Amazon warehouse in advance. Amazon is responsible for delivering the goods after the buyer places the order. The goods pre-stored by the seller in Amazon's warehouse are delivered to the buyer.

FBM

fulfillment by merchant means that the seller ships the goods by himself. Amazon only serves as a sales platform. The seller needs to use third-party express delivery services such as international post, international express, and international dedicated lines to deliver to buyer.