心得筆記

讀書心得

𝗧𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝗠𝗮𝘁𝗰𝗵 𝗧𝘆𝗽𝗲𝘀

Why do I recommend targeting keywords and keyword phrases with multiple match types?

Because each match type is different – they perform differently and generate revenue differently

𝗧𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝗠𝗮𝘁𝗰𝗵 𝗧𝘆𝗽𝗲𝘀

𝗘𝘅𝗮𝗰𝘁 ➡️ 1 keyword/keyword phrase = 1 customer search term
⚫️ generally, more expensive but highly relevant
⚫️ higher CTR and CVR

𝗣𝗵𝗿𝗮𝘀𝗲 ➡️ 1 keyword/keyword phrase could cover 20+ customer search terms
⚫️ somewhere in the middle between exact and phrase

𝗕𝗿𝗼𝗮𝗱 ➡️ 1 keyword/keyword phrase could cover 50+ customer search terms
⚫️ low cost per click
⚫️ least relevant and less likely to match the search intended by the buyer

Broad and phrase match increase ad exposure as they cover a wide range of potential keywords and keyword phrase targets

IN ADDITION

Broad and Phrase are discovery campaigns;
⚫️ provide valuable insight into what potential buyers are looking for
⚫️ allow discovery of search term variations that can best tested in new campaigns

A successful campaign strategy targets all three match types ➡️ one match type per campaign for scalability and optimal monitoring of campaign performance

𝗧𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝗠𝗮𝘁𝗰𝗵 𝗧𝘆𝗽𝗲𝘀

📚 相關閱讀

心得筆記

𝗔𝗺𝗮𝘇𝗼𝗻 𝗣𝗣𝗖 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀: 𝗧𝗿𝗮𝗰𝗸 𝘁𝗵𝗲 𝗠𝗼𝘀𝘁 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝗠𝗲𝘁𝗿𝗶𝗰𝘀

Optimal PPC performance on Amazon requires frequent and consistent optimization

Optimal PPC performance on Amazon requires frequent and consistent optimization. Sellers who actively and efficiently optimize their ad campaigns almost always see better results. To effectively optimize campaign performance, it is essential to have a robust system in place with a manageable workflow procedure.

The most critical part of any system is having a clear and concise overview of account performance and a method of tracking performance following optimizations and modifications. Building an analytics dashboard simplifies the process by providing a snapshot of account performance and a 360o view into tracking changes and analyzing how modifications have impacted account metrics.

No matter which system you use, there are important consistencies:

  • Have clear objectives
  • Analyze the data
  • Optimize based on the data
  • Review

Building an Analytics Dashboard

𝗔𝗺𝗮𝘇𝗼𝗻 𝗣𝗣𝗖 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀: 𝗧𝗿𝗮𝗰𝗸 𝘁𝗵𝗲 𝗠𝗼𝘀𝘁 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝗠𝗲𝘁𝗿𝗶𝗰𝘀

Building an analytics dashboard, in which you enter daily data values, once a week, is an effective way to monitor the performance, from week to week. Using a spreadsheet, such as the one above, will enable the identification of percentile changes to key metrics due to campaign and listing optimizations.

METRICS TO COLLATE:

  • PPC Spend – paid advertising costs extracted from the campaign manager
  • PPC Sales – sales from paid traffic extracted from the campaign manager
  • Total Sales – a total of organic and sponsored ad sales, extracted from business reports
  • Units – total units sold, both organic and paid, extracted from business reports
  • Sessions – a total of organic and paid sessions, extracted from business reports
  • Click through rate (CTR) – the ratio of clicks to impressions, extracted from the campaign manager
  • Cost per Click (CPC) – the average cost per click, extracted from the campaign manager
  • Sale Price – listing price per unit
  • Amazon Fees – referral and fulfillment fees, extracted from seller central, manage inventory
  • Cost of Goods (COG) – landing cost per unit

CALCULATIONS:

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What are the main metrics we need to track?

When determining which metrics to track, it is important to look at the two key goals of Amazon PPC:

1)     To drive traffic for the minimum cost possible

  • Sessions – are we driving traffic?
  • Cost per session – at what cost are we driving traffic?
  • Cost per acquisition – what is the cost to drive traffic for 1 conversion

2)     Improve organic rank for long-term sales with no advertising costs

·        Profit – are we seeing an increase in profit, and units sold, while maintaining a consistent PPC spend?

Analyzing the numbers in the dashboard

SESSIONS and COST PER SESSION

With the first goal in mind, the most important metric to monitor traffic volume is sessions, and when aiming for increased sessions it is important to monitor the cost per session. (Not to be confused, sessions are the number of unique visitors to a listing whereas clicks are the total number of times an ad was clicked).

When aiming to increase revenue, such as during keyword discovery, your goal is to increase sessions, which will proportionally produce an increase in spend. Monitoring sessions can assess the effectiveness of the increase in spend.

While the ratio will vary, if the aim is to increase spend by 100%, you expect to produce as least a 50-60% growth in sessions. If this is not the case;

a)      there may be a CTR issue

b)     multiple ad types may be being clicked by same buyer – multiple clicks, more spend, but the same number of sessions

COST PER ACQUISITION

The aggregate cost to acquire one conversion is the cost per sale, or the cost per acquisition (CPA). Changes in CPA reflect the effectiveness of campaign optimizations and it is directly influenced by the cost per session and/or the conversion rate (CVR). A decreased cost per session and an increased conversion rate will reflect an improved CPA. If cost per session remains consistent but the CPA continues to increase, you can determine there is an issue with CVR and vice versa. If you have effectively optimized and lowered the cost per session or have optimized for an increased CVR you will see an improved CPA. Capturing these metrics allows calculated decisions to determine where optimizations should be targeted to lower the cost per acquisition, as lowering the cost for one conversion is proportional to an increase in net profit.

 PROFIT

Your bottom line is the ultimate reference to campaign performance. Viewing a snapshot of profit provides a summary of how optimizations have affected overall account performance.

Steps to get Metrics Back on Track

1)     To lower the cost per session 

  •         reduce bids on high ACoS keywords
  •         reduce bids on keywords with clicks and no sales
  •         adjust bid by placement for low ROAS campaigns
  •         negative exact non-profitable search terms in auto, broad, and phrase campaigns
  •         Pause non-profitable sponsored brand and sponsored display ads
  •         Improve organic rank

2)     To lower the cost per acquisition

  •         Lower the cost per session
  •         Optimize the product listing to improve the CVR

Assessing the performance of your account and your optimizations depends on what you are trying to achieve. If you are in a discovery phase you are expecting higher spend, increased sessions, and lower profits. If in a maintenance phase your goal is to maintain or reduce spend while continuing to drive more profitable traffic and sales.

To effectively optimize it is essential to have a robust system in place with a manageable workflow procedure.

Building an analytics dashboard simplifies the process;
🟠 It provides a snapshot of account performance
🟠 Allows a 360o view into tracking changes and analyzing the impacts to account metrics.

No matter which system you use, there are important consistencies:
🟠 Have clear objectives
🟠 Analyze the data
🟠 Optimize based on the data
🟠 Review

It is an effective way to monitor the performance, from week to week. to identify percentile changes to key metrics due to campaign and listing optimizations

Determine the best metrics to track;

1) To drive traffic for the minimum cost possible
⚫️ Sessions – are we driving traffic?
⚫️ Cost per session – at what cost are we driving traffic?
⚫️ Cost per acquisition – what is the cost to drive traffic for 1 conversion

2) Improve organic rank for long-term sales with no advertising costs
⚫️ Profit – are we seeing an increase in profit, and units sold, while maintaining a consistent PPC spend?

➡️ Analyze the numbers in the dashboard
➡️ Determine the steps to keep metrics on track

相關閱讀

讀書心得

𝗔𝗠𝗔𝗭𝗢𝗡 𝗣𝗣𝗖 – 𝗧𝗵𝗲 “𝗣𝗲𝗿𝗳𝗲𝗰𝘁” 𝗟𝗮𝘂𝗻𝗰𝗵 𝗖𝗵𝗲𝗰𝗸𝗹𝗶𝘀𝘁

𝗔𝗠𝗔𝗭𝗢𝗡 𝗣𝗣𝗖 – 𝗧𝗵𝗲 “𝗣𝗲𝗿𝗳𝗲𝗰𝘁” 𝗟𝗮𝘂𝗻𝗰𝗵 𝗖𝗵𝗲𝗰𝗸𝗹𝗶𝘀𝘁

Launching a new product begins with promotion Þ driving potential buyers to a product ad

On Amazon, a successful product launch starts with a systematic PPC strategy

And a systematic PPC strategy starts with keyword research;

𝙆𝙀𝙔𝙒𝙊𝙍𝘿 𝙍𝙀𝙎𝙀𝘼𝙍𝘾𝙃

𝙎𝙩𝙚𝙥 1: Determine the top 10, highest revenue, competitors, closely related to your product
𝙎𝙩𝙚𝙥 2: Use a reverse ASIN tool, such as Helium 10 Cerebro, to identify the ranking keywords of the top 10 competitors
𝙎𝙩𝙚𝙥 3: Set the minimum ranking competitors to 8 or 9 such that at least 8 or 9 competitors are all ranking for the keywords
𝙎𝙩𝙚𝙥 4: Set the minimum rank to 30, narrowing down to the keywords ranking on page 1

Now that you have a refined list of keywords, using a campaign checklist to prepare and launch a PPC strategy will ensure you maintain consistency and best practices;

𝘾𝘼𝙈𝙋𝘼𝙄𝙂𝙉 𝙇𝘼𝙐𝙉𝘾𝙃

✅ Main Keywords for index and rank

  • Launch the top 10 keywords
  • 1 keyword per campaign – exact, broad and phrase

✅ Supplementary Keywords

  • Launch the remaining keywords
  • 5 keywords per campaign – exact, broad and phrase

✅ Branded Keywords/ASINs

  • All of the main keywords with brand name included
  • 2-3 keywords per campaign – exact, broad and phrase
  • Branded ASINs – product protection

✅ Product Targets

  • 1st list – highly relevant and competitive targets
  • 2nd list – new arrival/low or bad reviews/higher priced
  • 2-3 ASINs per campaign

✅ Auto Campaigns

  • 4 separate campaigns – close match, loose match, complements, substitutes

(See photo)

𝙊𝙐𝙏𝘾𝙊𝙈𝙀𝙎

➡️ Covering both high volume, competitive keywords as well as those that are less competitive with a lower search volume will initiate both ranking and indexing by Amazon. Monitor your rank in Helium 10s Keyword Tracker
➡️ Branded keywords and ASINs will protect your brand
➡️ Product targets allows you to steal traffic from your competitors
➡️ Auto campaigns for sales based on Amazon’s data and for new keyword discovery


📚 相關閱讀

讀書心得

𝗔𝗺𝗮𝘇𝗼𝗻 𝗣𝗣𝗖 𝗔𝘂𝘁𝗼 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 – 𝗦𝗲𝘁𝘂𝗽 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻

Auto campaigns need very little oversight and if setup and optimized correctly can deliver positive results

Sellers can take advantage of Amazon’s algorithm to cast a wide net, targeting audiences based on sales history and relevant keywords within a product listing

✅ Higher visibility and reach
✅ Increased impressions
✅ Lower cost-per-click
✅ Discovery of new relevant keywords/product targets for manual campaigns

To effectively control and optimize auto campaigns, it is essential to segregate according to targeting group, by establishing 4 campaigns per parent product:

➡️ Close match
➡️ Loose match
➡️ Complements
➡️ Substitutes

With each match type performing differently, segregating according to match type enables a more granular approach to manage and scale at the budget, bid by placement and the bid level, as well as simplifying data analysis

Automatic targeting works best when you incorporate an iterative process of monitoring and optimization steps at the onset of each new campaign:

𝙎𝙏𝙀𝙋 1: 𝘽𝙪𝙙𝙜𝙚𝙩
If a campaign is performing well and is profitable with a good return on ad spend (RoAS), scale up the budget, allowing it to spend more, discover more search terms/product targets and produce more profitable sales

𝙎𝙏𝙀𝙋 2: 𝘽𝙞𝙙 𝙗𝙮 𝙋𝙡𝙖𝙘𝙚𝙢𝙚𝙣𝙩
Determine which placement is most effective and place a bid adjustment for high performing, high RoAS, low ACoS campaign match types to a enhance visibility and increase impressions for a specific page position

𝙎𝙏𝙀𝙋 3: 𝘽𝙞𝙙 𝘼𝙙𝙟𝙪𝙨𝙩𝙢𝙚𝙣𝙩
Increase or decrease max bid using ACoS as a guide. High ACoS, decrease the bid, low ACoS leave or increase the bid

𝙎𝙏𝙀𝙋 4: 𝙃𝙖𝙧𝙫𝙚𝙨𝙩 𝙉𝙚𝙬 𝙆𝙚𝙮𝙬𝙤𝙧𝙙𝙨 𝙖𝙣𝙙 𝙥𝙧𝙤𝙙𝙪𝙘𝙩 𝙩𝙖𝙧𝙜𝙚𝙩𝙨
Use the search function within the campaign or search term reports to extract converting customer search terms (CST) or ASINs and launch as keywords or product targets in manual campaigns – exact, broad and phrase

𝙎𝙏𝙀𝙋 5: 𝙉𝙚𝙜𝙖𝙩𝙚 𝘾𝙪𝙨𝙩𝙤𝙢𝙚𝙧 𝙎𝙚𝙖𝙧𝙘𝙝 𝙩𝙚𝙧𝙢𝙨 (𝘾𝙎𝙏𝙨)/𝘼𝙎𝙄𝙉𝙨
Use the search function within the campaign or download search term reports to identify non-profitable CSTs or ASINs that are spending but not converting and add as a negative exact match to control ad spend

𝗔𝗺𝗮𝘇𝗼𝗻 𝗣𝗣𝗖 𝗔𝘂𝘁𝗼 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 – 𝗦𝗲𝘁𝘂𝗽 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻

When used effectively, automatic campaigns can be incorporated into a PPC strategy for promoting both products and brands. They provide key audience insight and highlight important search terms that potential customers may use


📚 相關閱讀

讀書心得

【書評】為自己再勇敢一次:矽谷阿雅的職場不死鳥蛻變心法

本書集結阿雅過去10年在臉書、eBay、麥當勞、Target等公司擔任產品經理、產品長、行銷長,以及目前創業的經驗,詳述如何發揮這12力,讓自己就算砍掉重練也不怕。書中也不藏私分享矽谷實戰乾貨的一手資訊,包括:從臉書的面試題惡補思考能力、避免吵架大會的資訊整理法、讓老闆聽得進去的簡報方法、增加數據分析能力的祕訣、檢查自己策略好壞的方式。練就這12項硬實力,你就能在職場不斷學習與精進!

【書評】為自己再勇敢一次:矽谷阿雅的職場不死鳥蛻變心法
矽谷阿雅的職場不死鳥蛻變心法

在購買這本書之前,我就已經聽過矽谷阿雅的相關故事(傳奇),從台灣到美國工作並進入世界前百大企業,也希望對裡面的一些工作細節能有更深入的了解,所以這本書上市之後我就趕緊入手,並拜讀了其中的一些職場故事與做事態度,學習西方大企業的一些觀念。

◎硬實力 1──溝通力

溝通的重點在於用對方的語言及立場思考,阿雅分享了五個絕對不能踩的地雷,例如與資深同事應對的注意事項,不了解公司文化就踩地雷。重點在於先累積信任資產再做改變,否則只會踩到更多地雷。

◎硬實力 2──衝突因應力

職場常常遇到很多爛同事或濫主管,你難免會與這些人起爭執,但這不代表你不能化解衝突,而且也不要害怕衝突。

◎硬實力 3──簡報力

做簡報要先搞清楚對象與場合,不要埋頭直接做報告,思考好簡報架構後記得一開始就先切入對方關心的議題,包括前情提要跟執行摘要,沒有證據就不要吹牛,記得主角是你不是報告。

◎硬實力 4──向上管理力

跟老闆開會只要講兩件事情:需要老闆做的事情,我要跟老闆說的事情

◎硬實力 5──領導力

別期待員工改缺點,把他安排在用不到缺點的位置就好

◎硬實力 6──不怕手髒、不怕失敗的能力

嘗試新事物的時候一定會覺得焦慮,挑戰過程中一定會急躁,但之後就會慢慢適應漸入佳境,不要怕失敗。

◎硬實力 7──思考力

策略與邏輯:從目標開始,決定策略,用邏輯擬定原則,最後發想點子

◎硬實力 8──讀顧客心的能力

使用人物誌分析用戶

◎硬實力 9──策略力

策略是消費者想要,你可以贏的點

◎硬實力 10──解決問題的產品力

顧客需求->產品功能->科技元素

◎硬實力 11──行銷宣傳力

這部分更多是談論整合行銷傳播的原理,最重要的就是以顧客為核心設計溝通策略,透過Persona人物誌的方式,試著把顧客在每一個接觸環節會遇到的事情整理出來,思考如何在每個環節將自己想傳達的信息讓客戶接收到,之後就是定期檢視KPI並進行A/B testing。除此之外,找到自己產品的定位也非常重要,這會讓信息聚焦且容易被接收,客戶的注意力是有限的,甚麼都想講最後就是甚麼都忘了。這章節內容雖然多,但大部分與商學院的行銷課程理論都很接近,搭配案例解釋更精采些,閱讀會更輕鬆。

◎硬實力 12──數據分析力

數據很好,但人更重要

【作者簡介】鄭雅慈(矽谷阿雅)
著有《追不到夢想就創一個!》。美國西北大學商學院、理工學院、傳播學院兼任講師。曾在矽谷臉書、eBay、Target、麥當勞帶領軟體產品管理與行銷團隊,現為矽谷創業家、人工智慧循環時尚新創 Taelor創辦人暨執行長、世界知名加速器 500Global 成長駭客導師。2021 年獲得 Draper 新創大賽團體及個人雙料冠軍,在眾多參賽創業者中異軍突起,獲得傳奇投資之神提姆.德雷珀(Tim Draper)的青睞。
原為台灣《蘋果日報》記者,毅然辭掉工作赴美讀書,一路到矽谷科技公司擔任電子商務 App 產品長。榮獲十多項美國數位大獎、美國 Min 雜誌年度最佳行銷人獎提名、Girls in Tech 40 歲以下女性科技精英榜、台灣十大傑出青年提名、僑委會全球青商潛力之星。
阿雅在美國的十幾年工作經驗,讓她有了很多新的視野,經常在臉書「矽谷阿雅」粉專分享在美國的職涯故事、海外求職祕訣、矽谷最新產品管理與行銷知識。在美國西北大學擔任數位產品管理暨行銷講師,也在聖荷西州立大學、喬治亞大學擔任客座講師,受邀在成長行銷座談會、數位分析座談會、手機創新座談會等美國大型座談會演講,並擔任人工智慧新創公司顧問。在 TED x Talk 主講【慌世代-拓荒世代】,吸引台灣各大媒體驚豔報導,並在全台超過 20 間大專院校與企業巡迴演講。

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📚 相關閱讀

讀書心得, 課程筆記

『商業思維學院』未來履歷:你未來拿什麼資歷去談一個比現職高30%以上的薪資?

六月畢業季與接下來的轉職潮即將到來,求職者都會面臨一個問題:如何才能找到適合自己的工作。若這時候能夠有一個系統性的表格,幫助梳理出自己接下來的路線,在求職的時候才不會迷失方向,或是不知道下一步應該怎麼走,也因為有大量的學生提出同樣的問題,商業思維學院的院長Gipi就自己開發出了『未來履歷』這個工具,協助不論是職場新鮮人還是有一定工作資歷的職場人士,找到未來三年的方向。

『未來履歷』是商業思維學院為了協助很多同學去思考職涯而設計的一套方法,他的核心設計出自於以下三個問題:

  • 第一,放眼兩年後,你到時會拿什麼資歷去談一個比現職高30%以上的薪資?
  • 第二,工作是否落入「重複相同工作」的困境
  • 第三,沒想像未來,就不知道現在缺什麼

如果你是一位優秀的人才,當你在求職的時候就一定會有拿到不少的Offer,評估要接受哪一個Offer才對自己有幫助就是這工具的最大價值之一。我們工作的時候不僅是看到這份工作的薪水,而是應該去看幾年後這份工作能否幫助你跨到下一個台階。如果你能夠在心中畫出一個更清晰的圖像,例如:我的目標是五年後當上某部門經理,管理四位左右的員工,那評估現在這份工作就要把升遷管道流暢度以及公司是否可能擴編/主管的平均年資考慮進去。

假設今天你是希望兩年後談30%的加薪幅度,那就必須先去看比現在薪水高30%的工作職位是什麼,有可能這30%是來自於績效獎金或額外津貼,那就要加上公司分紅制度的考慮因素,甚至是盈利能力。又或者這30%是來自於『資深』這件事情,那就要把自己在這領域做到最專業水準,才能夠在下一次跳槽的時候獲得更多籌碼。

只有清楚自己兩年後要做什麼,才能回過頭推算現在這份工作合不合適

先有了這個前提,我們就該開始盤點現在我們手上的資源,以及需要補齊的經歷有什麼。於是我們進入到未來履歷的第一個板塊:職涯經驗盤點,也就是俗稱的寫履歷。因為網路上寫履歷的教學實在太多了,隨便找都有,我們更該關注的重點是我們未來想走的職位需要哪些能力,而目前我有哪些部分已經符合,哪些為符合。

透過寫履歷的過程,我們也可以開始反思過去的工作是否落入一成不變或停滯的狀況,很多時候我們因為工作很忙,忘記停下來檢視自己的成長,導致忙歸忙卻是用相同經驗重覆一樣的事情。例如:我們每天都在忙著打單寫報告,應付突發狀況,但卻忘記了我們接下來是要培養某項專業能力,而不是一直作公司流程的事情。這種經驗在很多人身上都曾發生,我們只是因為比別人更熟公司系統,並不見得是更能解決客戶問題,但如果要靠熟悉系統操作取得加薪30%的成果無疑是非常困難。

不知道未來要做什麼怎麼辦

這是所有做這份報告的共同困擾,如果你知道自己要做什麼當然最好,但更多人是不知道自己未來要幹嘛,像我就是在工作快八年後發現不知道自己接下來要幹嘛了。我們可以隨著大部分人的價值觀,追求升官發財,想辦法求升遷,但更多時候卻是陷入迷惘,問自己:然後呢?

其實可以先從最簡單的標準開始:只要這份工作會危害自己的身心健康就不該做,然後我們再去評估不想做什麼。例如:我不想要背業績壓力,我不想要面對一堆人群,我不想要在電腦前待八小時,我不想做一堆實驗研究,我不想做單調的文件處理,我不想面對複雜的變化。當我們先寫下我不想做什麼,再去看現在有什麼可以做,就會非常清晰,至少選擇變少了不用煩惱這麼多。

通常不知道自己不想做什麼,就代表你連嘗試的意願都沒有,那你現在最該做的事情就是什麼都不想隨便去試吧,因為連試都沒試過根本沒資格說不知道未來要幹嘛。

縮小選擇範圍後,院長給了大家一個評估標準:快樂指數

這標準其實很玄學,因為很少人能說出快樂的定義是什麼,但我們應該可以知道做什麼事情的時候,巴不得趕快離職。把這些事情找出來,然後推出自己做哪些事情應該會比較開心,越多重疊的工作就越適合去做,這部分也牽扯到個人價值觀的部分,例如我的價值觀是成就感很重要,於是我就必須找到會給我成就感的工作或專案,而不是一成不變的文書工作,那並不會有解決問題的成就感。


📚 相關閱讀

電子商務

Amazon Vendor Central most common questions (Q) and answers (A)

  1. Chargebacks (page 1)
  2. Invoice Shortages (page 2)
  3. Delivery Windows (page 3)
  4. Purchase Order (PO) Management (page 4)
  5. Catalogue and Global Listings (page 5)
  6. Cost Updates (page 6)
  7. Amazon Brand Analytics (ABA) (page 6)
  8. Electronic Data Interchange (EDI) (page 7)
  9. Supply Chain (page 8)
  10. Terms (page 8)

1) Chargebacks

Q: How can I avoid chargebacks?
A: Chargebacks are issued for defects in the supply chain. To avoid potential chargebacks, please follow the guidelines in your Pan EU Vendor Manual, available in Vendor Central -> Support -> Resource Centre -> Operations.
Online trainings are available in Vendor Central -> Learn -> Operations -> Operational Performance (Chargebacks).
You can review any chargebacks in Vendor Central -> Reports -> Operational Performance Dashboard.
To understand each type of chargeback, please visit the following help page: Vendor Central -> Support -> Vendor Operational Performance (Chargebacks).

Q: How can I dispute a chargeback?
A: Chargebacks can be disputed directly in Vendor Central -> Reports -> Operational Performance Dashboard.
Online trainings are available in Vendor Central -> Learn -> Operations -> Operational Performance (Chargebacks).

Q: Do I receive chargebacks if your Fulfillment Center (FC) postpones the delivery date?
A: If your carrier requested a delivery within the delivery window, no chargebacks will be issued. If our FC postpones the delivery, your carrier needs to edit their appointment. In such cases, please ensure your carrier does not cancel the current appointment and does not open a new one, since this would lead to chargebacks. Please always edit the existing appointment.

2) Invoice Shortages


Q: How can I review shortages?
A: Shortages are displayed in Vendor Central -> Payments -> Financial Scorecard.
Online trainings are available in Vendor Central -> Learn -> Payments -> Manage Payments

Q: How can I dispute a shortage?
A: To identify the root cause of your shortages, please review Vendor Central -> Payments -> Financial Scorecard.
Based on the respective defects, you can address your specific questions to our support in Vendor Central -> Payments -> Dispute Management.

Q: Why should I not dispute a shortage earlier than 35 days post the invoice due date?
A: During the 35 days period post invoice due date we still keep checking daily the current stock levels in all Fulfillment Centers (FCs), matching the found ASINs against your confirmed ASINs and invoices. This process is also known as Smart Match System. Payments are being issued based on the physically received units. A Proof of Delivery (POD) might not provide sufficient level of granularity to prove whether the shipped items match exactly with the ordered items. To minimize the risk of potential shortages in the future, please follow the best practices explained in Vendor Central -> Learn -> Operations -> Shipments -> Efficient Receive Learning Path.

Q: What are the benefits of the Licence Plate receive process?
A: Operational performance (including Licence Plate receive process) is one of the key parameters we use when placing Purchase Orders (POs) to vendors. Licence Plate simplifies the receive process through a single scan, reduces the probability of miss-receive (shortages) and reduces the time to deliver.
Online trainings are available in Vendor Central -> Learn -> Operations -> Shipments

Q: How do I know if we are already using the Licence Plate receive process?
A: If you provide a carton label for each of your cartons, as part of the Advance Shipment Notification (ASN) creation, it means you are using Licence Plate.
Please review the online training in Vendor Central -> Learn -> Operations -> Shipments -> Licence Plate/GTIN Goldlist Receive

Q: Can a shortage be caused by selling the same product in different quantities? For example, sending it as a single unit, as well as a case pack of 10 units?
A: Every product must have a unique identifier (barcode and ASIN). This applies also to multipacks (for example: a pack of 10 items vs. a pack of 50 items). For the end customer as well as for Amazon these are 2 different items and you should use 2 different (unique) barcodes and ASINs for each of them. It is not possible to sell 1 ASIN in 2 different quantities. A unique ASIN is required for each quantity.

Q: Is it possible that you book one of my delivered ASINs to another Purchase Order (PO), if you do not find it immediately?
A: If the ASINs correspond to your confirmed units and invoices, the products might get matched to any of your POs, to ensure you get paid for the delivered/received products.

Q: How can I avoid a Purchase Quantity Variance (PQV)?
A: Please implement a control mechanism in your supply chain to ensure that the quantity we ordered and you confirmed is matching. Correct carton labels (for each of your cartons/pallets) are key to minimize the possibility of a miss-receive. In case of discrepancy, please raise a Contact Us case to adjust the purchase order quantity.

3) Delivery Windows

Q: How is the Delivery Window (DW) calculated? What is the usual preparation time?
A: Your DW consists of Purchase Order (PO) Confirmation time (24 hours) + PO Preparation time (usually 48 hours, depending on category and country) + Transit time which is calculated dynamically based on the distance from your warehouse to the respective Amazon Fulfillment Center (FC). Outage days and bank holidays can extend your DW as well.

Q: What should my carrier do when they are aware of a Fulfillment Center (FC) backlog? How should they manage delivery bookings?
A: There is no change to the booking process. When a carrier requests a booking date/time in Carrier Central, if that date/time is not available they will be assigned the next available slot. Carriers need to book time slots as soon as possible for their earliest delivery time (which should be within the delivery window in order to avoid chargebacks). If necessary, Amazon will provide the next best available slot as per FC capacity schedule.

Q: What should my carrier do if our delivery booking slot is moved or cancelled?
A: In case a Fulfillment Center (FC) needs to reschedule a delivery slot, you will receive a notification email at least 24 hours prior to the original scheduled delivery time. The carrier should work directly with the Relay Operations Center (ROC) by raising a case via Carrier Central to understand the next steps.

Q: Do I need to use a separate Advance Shipment Notification (ASN) label, when creating carton labels via Electronic Data Interchange (EDI) which contain a Serial Shipping Container Code (SSCC)?
A: If the SSCC which you personalized via EDI contains all the required information as per your vendor manual, it is sufficient to use SSCC only. In such instances you do not need to use a separate ASN label, if your SSCC contains the ASN number.
You can find a detailed guide to help you follow the correct process in Vendor Central -> Support -> Resource Center -> Operations -> Pan EU Vendor Manual -> Chapter: Shipment Prep and Transportation -> Section: Carton Level Information.

Q: How can I extend the delivery window for specific Purchase Orders (POs)?
A: Please discuss any delivery window adjustments with your Amazon point of contact or via Contact Us case. Please provide a business justification, explaining why your delivery window for certain POs should be extended.

Q: What should I do if my carrier is delaying a delivery?
A: The carrier is your business partner and is directly impacting your vendor performance. Please ensure your carrier is aware of the delivery window and requests a delivery appointment within this window.

Q: Can I extend my delivery window permanently?
A: Amazon estimates the required delivery time from the location of your premises to the respective Fulfillment Center (FC) based on our experience with other vendors. Ensuring your items are delivered to Amazon within the specified window is important because it directly impacts product availability and the commitment to our customers. There are some exceptions where Amazon could temporarily amend your delivery window (for example: external factors/events that cannot be mitigated by you, such as strikes in your community which cause delays in production).

Q: How can I schedule Purchase Orders (POs) to be received only on specific days?
A: Every category has its specific buying schedule. Usually, we order twice a week to guarantee the best possible customer experience and availability of your products. We do not recommend to make any adjustments to your current schedule. Exceptional use cases can be addressed via the “Contact Us” form in Vendor Central and would be evaluated individually.

4) Purchase Order (PO) Management

Q: Can I consolidate multiple Purchase Orders (POs) in one shipment?
A: Yes, if the orders have to be delivered to the same Fulfillment Center (FC) and within the same shipping window. In such instances you can consolidate multiple orders in the Advance Shipment Notification (ASN).

Q: We have not received a Purchase Order (PO) in a few weeks. How can we improve this?
A: We recommend that you regularly re-confirm the availability of your products via Vendor Central -> Items -> Catalog -> Update Availability. In addition, you can request an audit of your catalog via Vendor Central -> Items -> Add products -> NEW: Amazon Selection Assistant -> Get started

Q: Can I receive Purchase Orders (POs) only once a week?
A: Every category has its specific buying schedule. Usually, we order twice a week to guarantee the best possible customer experience and availability of your products. We do not recommend to make any adjustments to your current schedule. Exceptional use cases can be addressed via the “Contact Us” form in Vendor Central and would be evaluated individually.

Q: We have declined a Purchase Order (PO) for items which are obsolete. However, we have received another order for the same items. Why are these products still being ordered and how can we prevent this?
A: Please ensure that you are using the correct PO acknowledgement code. A detailed guide is available in Vendor Central -> Support -> Purchase Orders -> Confirm purchase orders.
Occasionally our ordering system might place an order based on customer demand for a product which is currently unavailable. In such instances you can raise a Contact Us case to our support in Vendor Central, including a list of all your obsolete items. You can ask our support team to create ordering exclusions for your vendor code(s) and block the respective obsolete ASINs.

5) Catalogue and Global Listings

Q: Where can I create or edit products?
A: In Vendor Central -> Items -> Add products -> Add new or existing products

Q: Can I edit products in bulk?
A: Yes, you can edit products in bulk. The same way you download a template to upload new items, you can do so for editing.

Q: Why my product name and/or bullet points do not display on the Amazon website?
A: Amazon will always try to reflect the most accurate data, hence we aim to prioritize information coming from the manufacturer or vendors that registered their brands via Amazon Brand Registry. If you are a brand owner, please register your brand here: https://brandservices.amazon.co.uk (if needed, update the URL based on your marketplace: .de / .fr / .it / .es / etc.)

Q: Am I allowed to ask for a Minimum Order Value (MOV) for my products?
A: We do not recommend to setup an MOV for any of your products, unless it is business critical for you. MOV often leads to overstock and could generate supply chain inefficiencies. If necessary, please open a Contact Us case in Vendor Central.

Q: Can I get support with uploading my catalog?
A: Catalog submission is a self-service process. If you have questions or you are not sure about the required information in a particular step, you can raise a Contact Us case to our support team in Vendor Central.

Q: Where can I find the Global Listings page?
A: Under the Settings tab of your Vendor Central.
Q: What are the requirements to expand my vendor catalog to Global Listings?
A: Safety warnings available in multiple languages are the minimum requirement. Please note that different Plug types or legal restrictions might block some offers for sale in other marketplaces.

Q: With Global Listings, will I receive Purchase Orders (POs) in the different marketplaces?
A: No, you will keep receiving the orders in your local marketplace but your products will be available in other marketplaces. For example: if your local marketplace is Amazon.de and you use Global Listings for France and Spain, your products will be available for customers to purchase them on Amazon.fr and Amazon.es respectively.

Q: What are the advantages of Global Listings?
A: In case you would have ordering accounts in multiple marketplaces, you would also have to deliver to these marketplaces. Via Global Listings you do not have to deliver to the respective marketplaces, because we will order the products only through your home marketplace. Please note that you would not be able to create “deals” for Global Listings. Nevertheless, you would still be able to use Amazon advertising as usual.

6) Cost Update

Q: What can I do if my cost update is rejected on Vendor Central?
A: You can try to submit a new request with a lower value, continue supplying the product at the current cost, or mark the item as temporarily unavailable in your Vendor Central catalog, until the product is available again at the current cost.
Q: How can we check our current item costs in Vendor Central?
A: You can review your current item costs by downloading them from Vendor Central -> Items -> Edit Items Costs.

7) Amazon Brand Analytics (ABA)

Q: What is Amazon Brand Analytics (ABA) Report and what information does it offer?
A: Amazon Brand Analytics (ABA) provides you with reports for your registered brand(s) across multiple areas, such as sales and traffic, operations, forecast and planning, etc. Please review the available online training in Vendor Central -> Learn -> Operations -> Reports -> Introduction to Amazon Brand Analytics (ABA).
Q: How can I get access to Amazon Brand Analytics (ABA)?
A: To get access to ABA, your email address needs to be associated with a brand which has been registered via Amazon Brand Registry. You can enroll into Amazon Brand Registry here: https://brandservices.amazon.co.uk (if needed, update the URL based on your marketplace: .de / .fr / .it / .es / etc.)

Q: Why my Brand Registry application has been rejected?
A: In order to protect your intellectual property, the Brand Registry team adheres to strict guidelines when evaluating an application. Please ensure that you use exactly the same brand name in your application as registered in the trademark register (pay attention to upper-/lower case letters). For specific questions, you can contact the Amazon Brand Registry team: https://www.amazon-brand-registry.com/uk/contact_us (if needed, update “uk” in the URL based on your marketplace: de / fr / it / es / etc.)

Q: Why I do not see Amazon Brand Analytics (ABA) in my Vendor Central?
A: Vendors with no registered brands in Amazon Brand Registry have no access to ABA. If you already registered your brand but still do not have access to ABA one week after registration, please raise a Contact Us case to the Brand Registry team: https://www.amazon-brand-registry.com/uk/contact_us (if needed, update “uk” in the URL based on your marketplace: de / fr / it / es / etc.)


Q: My reporting metrics are restricted and only show the basic report. How can I get the advanced Amazon Brand Analytics (ABA) view?
A: Please register your brand(s) via Amazon Brand Registry: https://brandservices.amazon.co.uk (if needed, update the URL based on your marketplace: .de / .fr / .it / .es / etc.)
If you have already registered your brand but still do not have access, please contact our support team via case, so we can check your setup. If you are an authorized reseller, the brand owner is able to give you access to their registered brand.

8) Electronic Data Interchange (EDI)

Q: What does EDI mean?
A: Electronic Data Interchange (EDI) is the exchange of business documents, such as purchase orders and invoices in an electronic format. Amazon’s computer systems can communicate directly to your systems and electronically exchange business information, making the process more efficient and automated. Your Amazon account can be integrated seamlessly with leading enterprise (ERP) and accounting software solutions.

Q: Which manual processes can I automate through Electronic Data Interchange (EDI)?
A: Please refer to Vendor Central -> Integration (EDI/API), where you can find all details about EDI and its integration.
Q: Why are your ordering items that have no quantity in my Electronic Data Interchange (EDI) cost inventory feed?
A: Unavailable products should be completely removed from your EDI cost feed and set manually to Obsolete via Vendor Central -> Items -> Catalog -> Update availability.

9) Supply chain


Q: What information/labelling should I add to cartons?
A: You can find a detailed guide to help you follow the correct process in Vendor Central -> Support -> Resource Center -> Operations -> Pan EU Vendor Manual -> Chapter: Shipment Prep and Transportation


Q: Can I deliver only to a limited number of Fulfillment Centers (FCs)?
A: Yes, this is possible. Please raise a Contact Us case in Vendor Central and ask about the possibility to be onboarded in the Pan-EU Inbound Consolidation Service (PICS) program. PICS is a new service for EU vendors, which allows you to ship Purchase Orders (POs) to a limited number of Amazon FCs (injection points), for a set fee.

Q: Why did I receive an overstock return more than a month after shipment?
A: Due to supply chain complexity (demand fluctuations, transshipment of goods, etc.), in some cases it might take longer to process a return.

Q: What can drive overstock?
A: If you set up a minimum order quantity for your products, this can lead to overstock. This is why we recommend not to set up a minimum order quantity for any of your products.

Q: What are the requirements for the pallet ordering program (Single-ASIN-Pallet-orders)?
A: ASINs can be enrolled in pallet ordering, in exchange for 5% cost price discount. However, this method is only indicative and not compulsory at the time of ordering. Please note that Amazon does not create pallet orders for Direct Fulfillment or Direct Import vendors.

10) Terms

Q: Are there any formal negotiation cycles to discuss terms?
A: Negotiations usually occur from October to June, but it depends on the specific term of each vendor if we need to negotiate new terms or not. If you would like to negotiate new terms, please send us your offer in written form via Contact Us case in Vendor Central and we will get back to you.

Q: When reducing a cost price, why do you charge the cost difference of your available stock?
A: Price protection agreements are part of your Terms and Conditions with Amazon. To provide the best possible customer experience, we have to compensate the cost difference for available stock.

讀書心得

【影評】少年法庭 – 探討少年犯案的深度韓劇

我自己是幾乎不看韓劇的,一部分原因是我對韓國的文化不熟悉且也沒什麼興趣,另一方面則是我很多時候覺得韓劇跟八點檔沒什麼差別,不是霸道總裁就是講階級鬥爭,但這部少年法庭真的讓我有總耳目一新的感覺。近年來的影集越來越常拍這種探討社會黑暗面的故事,台灣也拍出了像是『我們與惡的距離』『火神的眼淚』等經典劇作,這部少年法庭也是用一樣的方式,裡面講述了七個案件中五件都是真實的社會案件,而且真實甚至比劇中還要悲慘更多。強烈推薦大家可以看一看這劇本,連我這麼不愛韓劇的都能追完,你應該也可以從中獲得一些什麼。

韓劇《少年法庭》改編真實事件,恐怖惡劣犯罪手法成話題!

Netflix韓劇《少年法庭》由金惠秀、金武烈主演,劇情講述少年罪犯的處決以及法律問題,一個極度討厭少年犯的法官,完全不認同法律應該對這些少年犯寬恕,因而親自調查少年犯的案件,並進入地方法院少年法庭。

我對少年犯厭惡至極!

—沈恩錫(金憓秀)

故事的一開始需要先從主角「沈恩錫」開始說起,從最初他與少年犯的互動可以得知他是一個非常討厭少年犯的法官,因為她認為少年犯年紀輕輕,就如此肆無忌憚,而法律竟然還保護他們免於懲罰!這個觀點也在劇中透過多次與上級或其他法官的互動中得以展現,劇組用了非常多次價值觀衝突劇情來增加其對立性,使得觀眾在看這幾位影帝飆戲的同時,也不禁引起內心的深思:到底應該對少年犯給予更多的寬容,還是要對他們嚴惩讓他們不敢再犯?

真實的無力感!金憓秀《少年法庭》一窺韓國逃家少年概況| 娛樂有評| 噓!星聞

《少年法庭》劇情圍繞少年罪犯的犯罪事件,除了題材非常新穎,也反映出真實社會的問題。

全劇有7宗案件,順序為:

  1. 「延和國小學童分屍案」
  2. 「徐有悧家暴案」
  3. 「蔚藍青少年恢復中心欺凌案」
  4. 「聞匡高中集體舞弊案」
  5. 「未成年無牌駕駛車禍案」
  6. 「延和集體性侵案」
  7. 「國小學童拋磚殺人案」
機智醫生生活》中的年輕媽媽是她!韓劇《少年法庭》中飾演青少年的9位演員簡介!-泡菜板|PopDaily 波波黛莉

當中除了「徐有悧家暴案」和「蔚藍青少年恢復中心欺凌案」是創作外,其實5件都是真人真事,而第一、二集的「延和國小學童分屍案」,更是接近100%將案情拍出來。第一案的劇情改編自「仁川國小女童分屍案」,這個案件發生在2017年,兩個少女有預謀的誘拐女童,帶回家中謀殺、分屍並棄屍。最後兩個女高中生僅僅被判20年、13年有期徒刑。案件判決一出,引起社會極大關注,很多人不滿《少年法》刑罰過輕、請求將之廢除。

這樣的案件也凸顯出了少年法的一大問題,根據韓國少年法,未滿14歲的犯罪者無法判刑坐牢,未滿19歲犯罪者不可被判20年以上有期徒刑或死刑。在這案件中,兩位令人髮指的學生受到了保護,那無辜的被害者呢?誰來為受害者還回公道?

這樣的衝突也在第六案「延和集體性侵案」再次昇華,這次集體性侵案主謀同樣是殺死女主角兒子的犯人,因為當時兩個少年年紀輕輕,在法官的快速審判下三分鐘就把案件審完放走,使得他們對於法律產生輕蔑的想法,後面更變本加厲,透過暴力跟威脅手段強迫未成年少女援交與仙人跳,在事發被捕後也毫無悔意。

到底該怎麼對待少年犯,這是個值得全社會一起思考的問題。

四種不同對待少年犯的角度,使劇情張力再次昇華

震撼又催淚!Netflix《少年法庭》10集案件劇情大意,4法官秘密事件+心痛過往公開! -泡菜板|PopDaily 波波黛莉

《少年法庭》的4位法官沈恩錫(金惠秀飾演)、車泰柱(金武烈飾演)、姜源中(李聖旻飾演)、羅瑾熙(李姃垠飾演)都對少年犯有不同的想法,劇中也用了很多篇幅來描述四位價值觀不同的法官之間碰撞出的火花,每一位角色個性都刻畫得很立體,分別對應了:應該嚴惩使不敢再犯、應該給予機會讓他們知錯能改、應該用修法方式保護少年犯而不是廢除法律、應該對庭上任何人物事都不抱感情,才能公平公正地審訊。

第一次的劇情張力出現在沈與車的一次辯論上,沈恩錫一直認為,少年犯如此年輕就敢做出十惡不赦的事,就更應該讓他們知道,只要做錯事就必須付出代價!不過車泰柱因為他的出身就是少年犯,在被姜源中拯救後才考上法官希望回報恩情,也因此他認為少年法庭最大的意義是教化,所有人都可以罵少年犯,但能給少年犯機會的人只有法官。

劇中也說到,多數少年之所以會犯錯,都是因為家庭環境不好、父母不予以管教等等,這並不是把少年犯的錯推到環境身上,而是如果沒有好的環境,少年該如何健康地成長呢?到底應該是多給予寬容,讓他們有機會更健全的成長,還是要用其他方式教育這些孩子,每個人都有不一樣的看法。這四位法官的觀點,也許有一個就是你心中的答案。

結語

這不是一部讓人感覺愉快的劇,看完之後更多是感覺到心情沈重,甚至是對現實的無力。即便是改編,劇組也忠實地呈現了法律無情的一面,在現在的框架下有些受害者的傷害是永遠無法彌補的,我們能做的,也只是預防未來更多類似的案件發生。這故事也跟我玩過的劇本殺野薔薇|LARP 劇本殺6人本|4星還原本很像,同樣是探討少年犯罪的問題,只是野薔薇改編的是日本的案件,主講少年犯逃脫法律制裁後導致的一系列悲劇,如劇本名,薔薇花美麗但多刺,正如少年犯,正值風華之年,卻犯下難恕之罪。

對於未成年人犯罪這個司法議題上,各國修改的法律共識也都是朝著降低犯罪年齡,對於重罪不再輕判或不判,與成人罪犯統一標準的方向上進行。這說明法律界也逐漸認識到未成年人並非都是單純可愛的大眾印象,未成年人所能犯下之罪有時甚至更甚於成人。有時未成年人的惡是不摻雜利益與情感,更加純粹的惡,是人動物屬性的完美表症。

這部戲不僅是拍給未成年看,更多是拍給這些已經成家立業的人,對於教育孩子的再次反思。