关于亚马逊奥特莱斯
亚马逊奥特莱斯正逐渐成为买家购买高折扣减价商品、库存积压促销商品和清仓商品的理想之选。亚马逊奥特莱斯的选品种类丰富,涵盖从汽车用品和电子产品到服装、玩具等等各类商品。
您可以在管理冗余库存工具中查看亚马逊奥特莱斯限时促销推荐并创建促销,在亚马逊批准后显示在亚马逊奥特莱斯页面上。该解决方案可以很好地帮助您提高售出率、增加现金流、优化库存水平并降低总仓储费。
亚马逊奥特莱斯限时促销如何运作
卖家通过【管理冗余库存】页面的【创建清仓促销】部分提交最低折扣为 20% 的促销优惠,选定的促销将会在两周的固定时段内显示在亚马逊奥特莱斯页面上。使用亚马逊奥特莱斯不收取额外费用,仅收取标准配送费用和销售佣金。
要加入亚马逊奥特莱斯,您必须拥有专业销售计划,并且整体评分至少为 3.5 星。
ASIN 必须满足以下条件,才有资格显示在亚马逊奥特莱斯页面上:
管理冗余库存页面会根据买家需求和库龄等因素,显示亚马逊推荐了哪些符合要求的商品加入亚马逊奥特莱斯。对于亚马逊奥特莱斯的推荐商品,【符合清仓促销条件】的消息会显示在商品的当前价格下方,并且【购买按钮价格】右侧的下拉菜单会显示【创建清仓促销】。
注意: 并非所有符合条件的商品都会获得亚马逊奥特莱斯推荐。我们会定期评估 ASIN 是否符合要求,因此您每天看到的推荐商品可能不同。以“亚马逊奥特莱斯限时促销”形式推出的商品在促销结束后的 90 天内将不再符合加入亚马逊奥特莱斯的要求。更新您的商品设置有助于改善我们为您提供的建议,也有助于让您的商品再次获得推荐。(在管理冗余库存中,点击您的 ASIN 旁边下拉菜单中的【自定义 SKU 设置】)。
如何创建和管理亚马逊奥特莱斯限时促销
要创建亚马逊奥特莱斯限时促销,请按照以下步骤操作:
如果您的限时促销正确提交,系统将显示【清仓促销提交成功】的消息。如果您看到【最高促销价格为 $x】 的消息,请更改促销价格,使其低于或等于最高促销价格。
当获得批准的亚马逊奥特莱斯限时促销开始时,商品的价格将自动更改为促销价格。促销结束后,价格会变回促销前的价格。
如果您在亚马逊奥特莱斯限时促销期间将价格提高到最高促销价格以上,则促销活动将会被取消,并且可能会影响您今后参加亚马逊奥特莱斯限时促销的资格。
注意: 并非提交的所有亚马逊奥特莱斯限时促销都会获得批准。如果您的促销获得批准,我们会向您发送电子邮件。建议您在提交促销后的星期五查看您的清仓促销报告。要查找该报告,请从卖家平台的【数据报告】下拉菜单中选择【库存和销售报告】。清仓促销报告将会显示在页面左侧【销售额】下方的列表中。您也可以通过“管理冗余库存”页面访问该报告,方法是点击已提交 ASIN 的价格下的【在清仓促销报告中查看状态】。
如何查看亚马逊奥特莱斯限时促销的状态
您可以在清仓促销报告中查看促销的提交结果、促销开始和结束日期以及促销状态。
您也可以通过【管理冗余库存】页面访问该报告,方法是点击一个已提交 ASIN 当前价格下面的【在清仓促销报告中查看状态】。
注意: 如果系统没有立即生成该 ASIN 的报告,请等待 24 小时再申请一次。您还可以选择更长的【事件日期】范围(例如,【最近 3 天】或【最近 7 天】)。
如何取消提交的亚马逊奥特莱斯限时促销
您可以在亚马逊完成审核之前取消提交的亚马逊奥特莱斯限时促销。
注意: 如果您要取消已经开始的亚马逊奥特莱斯限时促销,请先在清仓促销报告中查看促销的状态,然后联系销售伙伴支持。
亚马逊奥特莱斯限时促销和优惠券组合折扣
亚马逊奥特莱斯限时促销和降价促销折扣可与您同时通过其他促销为此商品提供的折扣(包括优惠券、促销、特价、企业商品价格和赠品)进行叠加。例如,如果您的亚马逊奥特莱斯限时促销是为 $100 的 ASIN 提供 50% 的折扣,并且您同时为同一 ASIN 提供 5% 的降价优惠券,那么总折扣金额为 $55。
亚马逊奥特莱斯限时促销与亚马逊奥特莱斯降价促销对比
亚马逊奥特莱斯限时促销的折扣要高于降价促销(至少 30%),并且由亚马逊设置时间,从下一促销周期开始持续两周。亚马逊奥特莱斯限时促销在各种买家促销中的优先级最高,在亚马逊奥特莱斯页面的显示位置更加醒目,并且会在 ASIN 详情页面上显示【限时促销】标记。通常,这些促销商品的售出率会更高。亚马逊奥特莱斯限时促销的折扣要不低于 30%,具体会根据买家需求和库龄等因素而有所不同。
亚马逊奥特莱斯降价促销的资格标准与亚马逊奥特莱斯限时促销的标准相同,但是建议的折扣要低一些(25% 至 30%)。 虽然您可以为商品选择更长一点的折扣时间,但是亚马逊奥特莱斯降价促销商品仅可在商品符合亚马逊奥特莱斯价格要求期间才会在亚马逊奥特莱斯页面上得到推荐,且不超过连续 2 周。符合亚马逊奥特莱斯降价促销标准的 ASIN 也要符合【管理冗余库存】页面上 ASIN 所列出的【清仓店铺要求】。
亚马逊奥特莱斯最佳实践
常见问题
“创建清仓促销”按钮是一个建议筛选条件,即使当前没有符合亚马逊奥特莱斯要求的促销,该筛选条件也会保留在“管理冗余库存”页面上。
亚马逊不批准所提交的奥特莱斯限时促销的原因包括但不限于:
在亚马逊奥特莱斯页面上查找您的 ASIN 之前,请先查看清仓促销报告以确认您提交的促销的状态。如果该 ASIN 的状态为【已提交】或【已结束】,那么此 ASIN 将不会显示在亚马逊奥特莱斯页面上。如果状态为【进行中】,那么此 ASIN 应显示在亚马逊奥特莱斯页面上。
要在亚马逊奥特莱斯上搜索您的 ASIN,请选择商品的任何适用分类,并在可用促销中查找您的商品。搜索所有适用分类。
我们会基于买家偏好在亚马逊奥特莱斯页面上展示商品。
如果您仍然无法找到您的促销,则可能是该促销在批准后不符合相关指南而被移除。
您的亚马逊奥特莱斯限时促销可能会因多种原因而在获得批准后被移除,其中包括但不限于:
不可以,您不得限制参与亚马逊奥特莱斯计划商品的数量。
您可以通过在促销期间追踪参加促销的 ASIN 来查看其绩效。
您可以通过清仓促销报告查看促销的持续时间。
为了确保在计划的促销开始时间自动降价,可暂停或删除任何针对您的 ASIN 设置的自动定价规则。如果设置的最低促销价格高于亚马逊奥特莱斯限时促销价格,则会造成自动降价问题,并且影响您的 ASIN 参加亚马逊奥特莱斯限时促销。如果商品因这些定价规则而未能降价,或者价格上涨,我们将取消促销,恕不另行通知。
要暂停或删除定价规则,请从卖家平台的【确定价格】下拉菜单中选择【自动定价】。然后,在定价规则对应的【操作】列中,从下拉菜单中选择以下一项操作:
亚马逊官网原文详情:
Amazon Outlet is becoming the go-to place for customers to shop for highly discounted markdowns, overstock deals, and clearance products. Outlet’s wide selection includes everything from automotive products and electronics to clothing, toys and more.
You can review Outlet deal recommendations in the Manage Excess Inventory tool and create deals to be featured on the Outlet page once approved by Amazon. This is a great solution to help increase sell-through, improve cash flow, optimize inventory levels, and reduce total storage fees.
Sellers submit promotional offers with a minimum discount of 20% via the Create Outlet deal section of the Manage Excess Inventory page, and selected deals are featured on the Outlet page for a fixed period of two weeks. There are no additional fees for using Outlet–only the standard fulfillment and referral fees apply.
To participate in Outlet, you must have a Professional selling plan and an overall rating of at least 3.5 stars.
ASINs must meet the following criteria to be eligible for listing on Outlet:
The Manage Excess Inventory page shows which of your eligible products Amazon recommends for Outlet, based on factors such as customer demand and inventory age. For Outlet recommendations, the message Outlet deal eligible displays below the item’s current price and the drop-down menu to the right of the Buy Box Price displays Create Outlet deal.
Note: Not every eligible product will get an Outlet recommendation from Amazon. We evaluate ASIN eligibility regularly, so a recommendation you see today may not be recommended tomorrow. Products featured as Outlet deals will not become eligible for Outlet again for 90 days after the deal ends. Updating your product settings may help improve our recommendations and allow for your product to be chosen again. (Click Customize SKU settings in the drop-down menu next to your ASIN on Manage Excess Inventory).
To create an Outlet deal, follow these steps:
The message Outlet deal submission successful will appear if your deal was submitted correctly. If you see the message Maximum deal price is $x, change your deal price so it is less than or equal to the maximum.
When an approved Outlet deal starts, the price of the item will automatically change to the deal price. When the deal ends, the price will change back to what it was before the promotion.
If you raise the price above the maximum deal price during your Outlet promotion, the deal will be canceled, and your eligibility to participate in future Outlet deals may be affected.
Note: Not all Outlet deal submissions will be approved. If your deal is approved, we will send you an email. We encourage you to review your Outlet Deals report on the Friday after you submit your deals. To find the report, select Fulfillment from the Reports drop-down menu in Seller Central. The Outlet Deals report will be in the list on the left-hand side of the page under Sales. You can also access the report from the Manage Excess Inventory page by clicking Check status in Outlet Deals report under the price for submitted ASINs.
You can check your deal submission results, deal start and end dates, and deal status in the Outlet Deals report.
You can also access the report from the Manage Excess Inventory page by clicking Check status in Outlet Deals report under a submitted ASIN’s current price.
Note: If a report is not immediately generated for the ASIN, allow up to 24 hours before requesting another one. You can also expand the Event Date range (for example, to last 3 days or last 7 days).
You can cancel an Outlet deal submission before Amazon completes its review.
Note: If you want to cancel an Outlet deal that has already started, first check the status of your deal on your Outlet Deals report and then contact Selling Partner Support.
Outlet deal and sale discounts can be combined with discounts from other promotions that you are offering on that product at the same time, including coupons, promotions, sale prices, business prices, and giveaways. For example, if your Outlet deal offers a 50% discount on a $100 ASIN and you also have a 5% off coupon running at the same time, the total discount would be $55.
Outlet deals require a higher discount (at least 30%) than sales, and are set by Amazon to last two weeks beginning the next deal cycle. Outlet deals take priority in consumer promotions, are featured more prominently on Outlet, and display the limited time deal badge in the ASIN detail page. In general, it is expected that these will have a higher sell-through rate. Outlet deals require a discount of 30% or more, and may vary based on factors including customer demand and inventory age.
Outlet sales follow the same eligibility criteria as deals but are open to items with lower recommended discounts (between 25% and 30%). While you can choose to discount items for a longer period, Outlet sale items will be featured on Outlet only for the duration the item is at an Outlet eligible price, and no more than two consecutive weeks. ASINs that match Outlet sales criteria will have Outlet Store Eligible listed on their ASIN in the Manage Excess Inventory page.
The Create Outlet deal button is a recommendation filter that will remain on the Manage Excess Inventory page even if there are no deals currently eligible for Outlet.
The reasons for Amazon not approving an Outlet deal submission include but are not limited to the following:
Before looking for your ASIN on the Outlet page, confirm the status of your submitted deal by checking the Outlet deal report. If the status of the ASIN is Submitted or Ended, your ASIN will not appear on Outlet. If the status is Running, your ASIN should appear on Outlet.
To search for your ASIN on Outlet, select any applicable category of your product and look for your offer among the available deals. Search all applicable categories.
The placement of products on Outlet is based on customer preference.
If you still cannot find your deal, it may have been removed after approval for not meeting guidelines.
Your Outlet deal may be removed after approval for a variety of reasons, including but not limited to:
No, you may not limit the quantity for Outlet.
You can view the performance of your participating ASIN by tracking it during its deal runtime.
You can check the runtime of your deal through the Outlet Deals report.
To ensure the price drops automatically on your deal’s scheduled start time, either pause or delete any automatic pricing rules you may have on your ASINs. Minimum deal prices that are set higher than the Outlet deal price can create issues with the automatic price drop and affect your ASIN's participation in Outlet deals. If the price fails to drop due to these pricing rules, or the price increases, the deal will be canceled without notice.
To pause or delete a pricing rule, from the Pricing drop-down menu on Seller Central, select Automatic Pricing. Then, in the Action column for the pricing rule, select one of the following actions from the drop-down menu:
文章来源:亚马逊官方网站