在跨境電商領(lǐng)域，亞馬遜作為全球最大的電商平臺(tái)，英語(yǔ)溝通能力是賣(mài)家必備的核心技能之一。無(wú)論是與客戶(hù)交流、處理訂單還是優(yōu)化產(chǎn)品列表，掌握亞馬遜常用英語(yǔ)表達(dá)都能顯著提升運(yùn)營(yíng)效率和專(zhuān)業(yè)度。本文將為您梳理跨境電商亞馬遜運(yùn)營(yíng)中的關(guān)鍵英語(yǔ)詞匯和表達(dá)方式。
一、亞馬遜平臺(tái)基礎(chǔ)術(shù)語(yǔ)
ASIN (Amazon Standard Identification Number) - 亞馬遜標(biāo)準(zhǔn)識(shí)別碼，每個(gè)產(chǎn)品在亞馬遜上的唯一標(biāo)識(shí)符
FBA (Fulfillment by Amazon) - 亞馬遜物流服務(wù)，賣(mài)家將庫(kù)存發(fā)送至亞馬遜倉(cāng)庫(kù)，由亞馬遜負(fù)責(zé)包裝和發(fā)貨
FBM (Fulfillment by Merchant) - 賣(mài)家自行履行訂單，負(fù)責(zé)存儲(chǔ)、包裝和運(yùn)輸商品
Buy Box - 黃金購(gòu)物車(chē)，產(chǎn)品詳情頁(yè)右側(cè)的購(gòu)買(mǎi)區(qū)域，贏得Buy Box對(duì)銷(xiāo)量至關(guān)重要
SKU (Stock Keeping Unit) - 庫(kù)存量單位，賣(mài)家為產(chǎn)品分配的內(nèi)部識(shí)別碼
二、產(chǎn)品列表優(yōu)化關(guān)鍵詞
Product Title - 產(chǎn)品標(biāo)題，需包含核心關(guān)鍵詞且符合亞馬遜字符限制
Bullet Points - 產(chǎn)品要點(diǎn)，突出產(chǎn)品特性和優(yōu)勢(shì)的短句列表
Product Description - 產(chǎn)品描述，詳細(xì)介紹產(chǎn)品功能和規(guī)格
Search Terms - 搜索詞，后臺(tái)填寫(xiě)的關(guān)鍵詞，影響產(chǎn)品搜索排名
Backend Keywords - 后臺(tái)關(guān)鍵詞，不在前臺(tái)顯示但影響搜索的相關(guān)詞匯
三、客戶(hù)服務(wù)常用表達(dá)
Order fulfillment - 訂單履行 “Your order is in the fulfillment process and will be shipped soon.”
Shipping confirmation - 發(fā)貨確認(rèn) “We’ve shipped your order via USPS with tracking number XYZ.”
Return request - 退貨請(qǐng)求 “We’ve received your return request and will process it within 2 business days.”
Refund processed - 退款已處理 “Your refund has been processed and should reflect in your account within 3-5 business days.”
Product inquiry - 產(chǎn)品咨詢(xún) “Thank you for your inquiry about our product specifications. Here are the details…”
四、廣告與促銷(xiāo)術(shù)語(yǔ)
PPC (Pay Per Click) - 按點(diǎn)擊付費(fèi)廣告 “Our PPC campaign has a 3.5% conversion rate this month.”
ACoS (Advertising Cost of Sale) - 廣告銷(xiāo)售成本比 “We aim to keep our ACoS below 20% for profitable campaigns.”
Sponsored Products - 贊助產(chǎn)品廣告 “Running Sponsored Products ads can increase your product visibility.”
Lightning Deal - 限時(shí)秒殺 “Our Lightning Deal will run for 6 hours with 30% discount.”
Coupon - 優(yōu)惠券 “Claim this 15% off coupon at checkout.”
五、績(jī)效指標(biāo)與賬戶(hù)健康
ODR (Order Defect Rate) - 訂單缺陷率 “Maintaining ODR below 1% is crucial for account health.”
Late Shipment Rate - 延遲發(fā)貨率 “Our late shipment rate is 0.8%, well below Amazon’s threshold.”
Pre-fulfillment Cancel Rate - 訂單取消率 “We monitor our pre-fulfillment cancel rate daily to avoid penalties.”
Valid Tracking Rate - 有效追蹤率 “All FBM orders must maintain 95% valid tracking rate.”
Customer Feedback - 客戶(hù)反饋 “Positive customer feedback improves our seller rating.”
六、實(shí)用溝通模板
處理差評(píng)模板： “Dear [Customer Name], We sincerely apologize for your unsatisfactory experience with our product. Your feedback is invaluable to us. Please contact us directly at [email] so we can make it right. We value your business and hope to serve you better in the future. Best regards, [Your Name/Team]”
缺貨通知模板： “Dear Valued Customer, We regret to inform you that the item you ordered is currently out of stock. Expected restock date is [date]. We can: 1) Process a full refund immediately 2) Ship when available 3) Offer a similar alternative. Please let us know your preference at your earliest convenience. We apologize for any inconvenience caused. Sincerely, [Your Name/Team]”
掌握這些亞馬遜常用英語(yǔ)表達(dá)不僅能提升您的專(zhuān)業(yè)形象，還能有效減少溝通障礙，優(yōu)化運(yùn)營(yíng)流程。建議賣(mài)家建立自己的常用語(yǔ)庫(kù)，并根據(jù)實(shí)際情況不斷補(bǔ)充完善，以適應(yīng)亞馬遜平臺(tái)的各種場(chǎng)景需求。