很多卖家还搞不清楚亚马逊自有品牌怎么分辨？据说亚马逊目前拥有超过400个自有品牌，产品数量更是超过几十万,真实情况到底怎么样，我们来好好盘一盘：
亚马逊自有品牌模式
目前亚马逊自有品牌分为独家品牌和亚马逊私有品牌两种类型
一. Exclusives to Amazon亚马逊独家品牌
Amazon Exclusives 是 2015 年推出的一项计划，第三方卖家可以直接与亚马逊合作，以获得更多的知名度并在亚马逊平台上销售独特的产品，同时仅在亚马逊和他们自己的网站上提供这些产品。
亚马逊独家品牌和亚马逊自有品牌之间存在显著差异，两者经常混淆。亚马逊的自有品牌通常与第三方卖家直接竞争，而 Amazon Exclusives 计划本质上是亚马逊针对第三方卖家的营销计划。
简单来说就是一个品牌通过为亚马逊提供独家销售的产品，成为亚马逊的直接合作伙伴，然后只能在亚马逊平台上和自己的平台品牌官网上销售，其他平台不能再售卖。
Amazon Exclusives独家品牌计划的利弊
优势：
（1）免除活动费用
享受LD秒杀免费，BD免费，DOTD免费，new launch免费提报，brand spotlight自助免费提报
（2）展示型广告
Amazon Exclusives卖家可以利用展示型广告来从少数类似或相关产品中获取销售机会
（3）品牌经理
对于卖家而言，与专业的品牌经理联系非常有帮助，可以帮助指导卖家完成整个流程，以节省时间并优化结果。
（4）避免被跟卖
缺点：
（1）佣金
亚马逊Amazon Exclusives卖家收取的佣金更多。
（2）限制
一旦注册了Amazon Exclusives，你将无法再在其他渠道上销售，否则可能会受到相当大的罚款。
（3）展示型广告
现在普通卖家也可以自己投放
（4）忙碌的品牌经理
尽管亚马逊承诺Amazon Exclusives卖家会拥有专属的品牌经理，但实际上，这些品牌经理往往非常忙碌，因此，当你需要帮助的时候，往往会非常耗时。
二．亚马逊自有品牌
亚马逊于2005 年发布了其第一个品牌 Pinzon，随后在 2009 年发布了 AmazonBasics，开始推出一些亚马逊拥有的自有品牌。
2019 年 7 月，在美国国会举行了关于"在线平台和市场力量，第 2 部分：创新和创业"的听证会，亚马逊透露他们目前提供大约158,000 种自有品牌产品（其中一些有额外的变化，例如颜色和尺寸）除了 Amazon Fresh 销售的一些自有品牌产品外，亚马逊商店中大约一半的自有品牌产品是服装、鞋类和配饰。但亚马逊从未公开披露其拥有的确切品牌数量，因此确定亚马逊自有品牌品牌可能很困难。
附上亚马逊的部分已知私有品牌名单
Brand Name | Category | Notes |
206 Colective | Shoes | Confirmed |
28 Palms | Clothing | Confirmed |
365 everyday value | Grocery | It's the store brand at Whole Foods Market, which was acquired by Amazon in 2017. |
7Goals | Women's clothing | Suspected |
A for Awesome | Kids' clothing | Confirmed |
Amazing Baby | Baby products | Designed and manufactured by SwaddleDesigns exclusively for Amazon. |
Amazon Basics | Cross Category | Confirmed |
Amazon Collection | Jewlery | Confirmed |
Amazon Echo & Alexa Devices | Electronics | Confirmed |
Amazon Elements | Health & Household | Confirmed |
Amazon Essentials | Clothing | Confirmed |
Amazon Fire Tablets | Electronics | Confirmed |
Amazon Fire TV | Electronics | Confirmed |
Amazon Fresh | Grocery | Confirmed |
Amfit Nutrition | Supplements and vitamins | Confirmed |
Arabella | Women's clothing | Confirmed |
Arthur Harvey | Men's clothing | Confirmed |
Aurike | Women's clothing | Confirmed |
Basic Care | Beauty & Personal Care | Confirmed |
Bdcoco | Women's clothing | Suspected |
BELEI | Beauty & Personal Care | Confirmed |
Buttoned Down | Men's clothing | Confirmed |
Cable Stitch | Women's clothing | Confirmed |
Coastal Blue | Women's clothing | Confirmed |
Comfort Denim Outfitters | Men's clothing | Confirmed |
Common District | Clothing | Removed |
CORE 10 | Clothing (sport clothes) | Confirmed |
Daily Ritual | Clothing | Confirmed |
Denim Bloom | Women's denim | Removed |
Ella Moon | Women's clothing | Confirmed |
Emma Riley | Girls' clothing | Confirmed |
Essentialist | Women's clothing | Removed |
Fabric.com | Arts, Crafts & Sewing category | Amazon subsidiary. Founded in 1993 as the Phoenix Textiles Group. |
Franklin Tailored | Men's clothing | Confirmed |
Find. | Women's clothing | Cofirmed |
Good Brief | Men's clothing | Suspected |
Goodsport | Clothing | Suspected |
Goodthreads | Clothing | Confirmed |
Hale | Clothing | Removed |
Happy Belly | Grocery | Confirmed |
Haven Outerwear | Women's clothing | Confirmed |
Hayden Rose | Women's clothing | Removed |
Hem & Seam | Men's clothing | Confirmed |
House & Shields | Men's clothing | Confirmed |
Indigo Soc............. 原文转载：http://fashion.shaoqun.com/a/994196.html kkr：http://www.ikjzd.com/w/1340 hyperloop：http://www.ikjzd.com/w/1658 小马哥：http://www.ikjzd.com/w/1655 shopify：http://m.ikjzd.com/w/184 沃尔玛扩展全球国际卖家支持服务，现电商平台及WFS现已支持中文服务已开通！卖家峰会版你问沃答新鲜出炉！：https://m.ikjzd.com/articles/159509 上海封城，结果美国先撑不住了！：https://m.ikjzd.com/articles/159508 国内工厂如何借力TikTok收获海外B端客户？：https://m.ikjzd.com/articles/159510 
Subscribe to:
Post Comments (Atom)
|
No comments:
Post a Comment