37 exam questions for a barley company's interview operation

1. How to operate self-built follow-up sales, will it steal the shopping cart of the original listing ?

1 ) How to build your own follow-up sales:

There are several ways to follow the sale:

①Copy the ASIN code—— Add a product —— sell yours ;

② Add product information on the page and sell it one by one.

2 ) Will it steal the shopping cart of the original listing ?

This depends on the specific situation: (As long as the conditions are met, there is a high probability that self-built follow-up sales can grab the shopping cart of the original listing ). The operating mode of Amazon's shopping cart is sharing (competition mode). Therefore, if a seller has near-perfect customer indicators or has a very competitive product price, then they also have a chance to get the shopping cart.

The main factors affecting the shopping cart are mainly the following aspects:

The variables with the greatest influence are:

① Delivery method: Under the same circumstances, the order of grabbing the shopping cart is: Amazon's own sellers > FBA > local delivery from overseas warehouses > delivery from China.

② Final price: The final price is the price charged by the seller when the product is shipped to Amazon (including shipping and tariffs).

③ Seller rating: Seller rating is the overall experience that sellers provide to buyers. Amazon will give sellers 100 points for a successful transaction. If some additional services are provided, Amazon will reward sellers with additional points. Late delivery time can only get 0 points. Order cancellation will deduct 100 points. Bad reviews will deduct 500 points. The total seller score is the average score of a seller's transactions in the past year. The more recent the rating, the more weight it is given.

④ Shipping time: Shipping time can be said to be a very important factor. On-time delivery is very important for obtaining the shopping cart. Amazon's shipping time is divided into: 0-2 days, 3-7 days, 8-13 days and 14 days.

Moderately influential variables :

①Order Defect Rate: ODR for short , it is composed of three factors : negative review rate, AZ (transaction guarantee claim rate) and chargeback rate. The score is divided into two parts: short-term 17 to 77 days and long-term 32 to 122 days. Orders in the past 17 days are not included. Whether in the long or short term, if the order error rate is greater than 1% , it will greatly reduce the seller's chance of getting the shopping cart.

② Evaluation score: Buyer rating, new rating has a greater impact.

③ Shipping history: Shipping-related scores include on-time delivery rate, delayed delivery rate, and tracking order rate. These rates are calculated within 7 days, 30 days , and 90 days.

④Seller feedback time: Whether you can quickly reply to buyers also affects your chances of getting the shopping cart. Only when you reply to more than 90% of buyers' questions within 24 hours will you have a chance to get into the shopping cart.

Variables with lower impact:

①The number of buyer reviews;

②Inventory depth and sales volume;

③Cancellation and refund rate: A cancellation rate exceeding 2.5% will affect the chance of obtaining the shopping cart.

2. What are the differences between SC accounts, VE accounts, and VC accounts?

To understand the difference between these three types of Amazon accounts, let's start by understanding what they are:

There are three types of Amazon seller accounts: SC, VE and VC .

1 ) SC: ( Seller Central ) is the most common account. More than 99% of them are SC accounts, whether they are self-registered or global store opening. When you log in to your account and see the Seller Central logo in the upper left corner, it is a SC account. This type of account is the most common and has the basic permissions required for Amazon sellers.

2 ) VE: ( Vendor Express ) is a platform launched by Amazon for suppliers. The original purpose of the VE account is to supply goods to Amazon. The requirements for the VE account are that the company must be a US company with a US tax number and other conditions. If these conditions are met, the seller can apply for it by himself and it will be approved by Amazon. However, according to Amazon's announcement, the VE account project will stop applying from May 21, 2018 , and will be completely stopped from January 1 , 2019 .

① Advantages of VE account over SC account: There is no fee to join the program; logistics costs include direct delivery from Amazon or your warehouse to Amazon customers; storage of products and order processing direct delivery (dropship) options so that you can ship products directly to Amazon customers with prepaid shipping; automatic pricing of products using Amazon's advanced algorithms; including Amazon product catalog and search; free two-day delivery for Amazon Prime members; free delivery for customers with orders over $35 ; 24- hour customer service and customer returns; 24-hour service for Amazon customers to access products using mobile devices (Kindle , smartphones, tablets ) and other Amazon marketing service programs;

② Risks of VE accounts: Risk of application failure, product evaluation failure. Sellers lose pricing power, most of the profits are taken by Amazon , but sales can be increased. Capital turnover risk, Amazon loan period is 60 days.

③Difference from VC account: VC account is invitation-based, while VE is application-based. AMAZON will only recruit investors when it needs to expand its product categories. The monthly sales of a single product must exceed 1 million US dollars.

3 ) VC: ( Vendor Central ) Like VE , VC account is also a platform launched by Amazon for suppliers. Compared with VE , VC account has greater authority and can obtain more sales data on the Amazon platform in the background. However, unlike VE account, VC account is invitation-based, that is, you will be invited to register only if Amazon takes a fancy to your product. To a large extent, this means that this is a result that can only be achieved after the product and brand have been accumulated, rather than a result that can be achieved by pursuing nothing.

① Advantages of VC accounts: Listing : Compared with SC accounts that can only add one category node and wait for the system to add other nodes, VC accounts can add three category nodes for their own listings , which means that listings have more exposure paths ; In terms of in-site advertising: SC accounts basically only have CPC ads in the form of Sponsored , which pays per click , while VC accounts can do Display ads ( usually appearing in the column above the search results ); In terms of flash sales: SC accounts need to pay different flash sales fees to Amazon according to different types and different flash sales periods, while VC accounts can apply to participate in various flash sales for free ; In terms of data: VC accounts do not need to be purchased, and the keywords with the highest search volume and the most conversions can be easily locked by VC accounts; In terms of weight: VC accounts are much larger than ordinary SC accounts, such as: one has priority in occupying the shopping cart and priority in having the right to edit the listing , which is why your own will be copied by Amazon and why pictures are tampered with by others. In terms of payment period: The payment period of Seller account is usually 14 days, while the payment period of VC and VE is much longer. Generally speaking, the payment period of VE account is fixed at 60 days, but VC account can negotiate with Amazon, with a minimum period of 30 days; VC account has no monthly store rent, no FBA delivery fee, and no commission. However, generally speaking, sellers of VC account cannot decide the sales price of products, which is determined by Amazon. VC account can obtain sales data of various products on the platform, that is, ARA data, product sales, purchase keywords, add-to-cart keywords, etc., which are hyped by many intermediaries. Through these comprehensive and detailed data, they can plan their own operation and promotion plans. VC account can follow other sellers' products, and after following the sale, they have editing rights, can modify the follow-sale listing at will , and suppress competitors to maintain their own interests. In addition, you can also use AMS/ free upload A+/ safety evaluation / free video upload / protect SC link / win BSR logo /Vine Review/ select products / sell products that cannot be sold on SC / catch VE/VC follow-sale.

② Disadvantages of VC accounts: Amazon has absolute pricing power when selling through VC accounts. The lowest suggested selling price provided by everyone is just a suggestion for Amazon, and Amazon can adjust the price to a lower level at any time. At the same time, Amazon can ask suppliers to reduce prices again at any time; The settlement cycle of VC accounts is longer, and the operating risk is higher than that of SC accounts; VC accounts still require you to pay for promotion fees. Since AMS has more promotion functions, your promotion fees may also be higher; There are some hidden charges in VC accounts, such as: Slot Fee , Co-Op Fee , these charges will only be known after receiving the bill; The biggest risk of VC accounts is Chargeback (credit card rejection). If there is a shortage of goods, your account is likely to have a large amount of credit card rejection amount; VC accounts have limited delivery time; VC accounts cannot obtain C- end customer feedback information.

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3. Under what conditions will a listing be recommended for flash sales?

4. How do you submit a test? What is the rate of review retention? What should be paid attention to in security evaluation ?

5. If you do off-site promotion, what kind of link is safer ?

6. What is the use of keyword hyperlinks generated by third-party tools ?

7.What is the use of short links?

8. How to get to the keyword homepage ?

9. How to obtain associated traffic?

10. How many category nodes can there be? What is the use of adding more?

11. How many listings can be created for one UPC ? What will happen if it is created multiple times ?

12. If there is FBA inventory, what will be the consequences if I delete the listing directly and then pick it up again from the unsold inventory 24 hours later ?

13. Do you know any ways to find the email addresses of buyers who left negative reviews?

14. Do you know how to delete negative reviews in the market?

15. Which positions of keyword layout in the listing can affect the ranking weight of keywords?

16. Put a video in the main picture and put it on the A+ page. What would you do to improve the conversion rate?

17. Do all product listing editors have a related product ID field? If not, is there a similar option? What does it do?

18. Do all product listing editors have a target audience option? If not, what are the options?

19. What is the difference between Promotion and Coupon , and what impact do they have on exposure and conversion?

20. Which is Amazon’s deal site?

21. Does Amazon like promotion on non-Amazon deal sites ?

22. Are authoritative links and DP links the same thing?

23. How to distinguish LD , BD and DOTD ?

24. How to intervene in the ranking of flash sales?

25. Can the free and unlimited flash sales methods in the market still be used?

26. What would you do if your listing is restricted from review by Amazon ?

27. What will you do if your advertisement is attacked?

28. How would you catch copycats? Which channels would you send emails to and how would you send them ?

29. When you are doing a test buy , how will you handle the title and content of the email you send to the copycat seller?

30. Which order management tools, product selection analysis tools, competitor analysis tools, and advertising analysis tools have you used and what are their characteristics?

31. What should I pay attention to when shipping with FBA ?

32. What should be done during the new product support period ?

33. Is it better to use the sea of ​​words strategy or core words in ST ? Is it better to use the sea of ​​words strategy or core words in advertising? My opinion: Use core words.

34. Which one is better, Headline advertising or AMS advertising?

35. Can I accumulate fans and brand by working on Amazon?

36. For products of different categories, what kind of deal site is better?

37. When negotiating with an influencer, would you talk about CPC or CPM ?