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为了让新卖家也能全面的了解产品排位相关的内容,让我们先来了解一下,亚马逊销售排名是指什么。

“亚马逊销售排名,是指亚马逊的算法在特定类目中对商品的热销度抓取的一个数据。对于一个类目中的每一个产品,都有其唯一对应的排位。销售排位的数字从1开始,到百万不等。数字越大,意味着该商品的销量越低,反之,数字越小意味着销售状况越好。我们可以把销售排名理解为上一次销售到这一次销售之间的时间间隔。时间间隔越短,说明销售状况就越好。”

我们在产品页面中就能直接的找到该商品的销售排位:

在亚马逊的卖家社区中,一直以来都有许多关于亚马逊销售排位影响因素的讨论。然而想要了解亚马逊究竟是通过哪些因素来决定销售排名或是最佳产品排名(BSR:Best Seller Rank)是一项无比艰巨的任务,在没有办法简单验证每一个猜想的情况下,尽管我们的确能找到一些正确的思路,但剩余的不确定性依然足够劝退很多新人了。而这,则是我们只专注八个最直接的因素的原因了。让我们跳过太过技术性的讨论,着眼于最主要的,帮助我们在BSR上破冰的信号。

1. 想要排名高,销量不能少

这一点实在是再浅显不过了。就像我们在前文中看到的内容那样,销量和排名,是直接挂钩相关的。就算卖家选择的产品在类目中独一无二,仍然需要时日来获取持续的销量以提高自己产品的排位情况。而这对于卖家们的启示则在于,上架产品之前,就得思考好如何来推动自己产品的销量提升。低价入场?折扣促销?或是派发优惠券?

2. 加快成交速度

从产品上架开始,卖家们就得开始为了成交速度殚精竭虑了。让关键词变的更精准,通过其他平台推广自己的产品等等。成交速度越快,意味着两次成交间的间隔越短,那么再回头看一眼,销售排位的本质,也就是两次成交之间的间隔而已。

3. 自卖自夸可不行

我们可以把畅销产品排名看做是一个家庭作业簿。这个排名可以反映我们过去的销售情况和客户对于我们销售产品的满意度。亚马逊就像是老师,在卖家们的作业簿上打分,或者说,写上排名。因此,力求每天都能获得持续的销量,这对于排名的提高是最好的方法。(表格为keepa.com插件生成)

4. 选好起步的类目

不同类目的竞争压力是不同的。假如我们的目标是BSR200,但是同类目中,我们的竞争对手有10,000个,那我们的初始目标可能就有点超过了。想要在排位中击败更高位的竞争对手是很难的事情。享有更高排位的同时,他们会有更多的流量,更高的曝光,更大的概率销售多过我们的销售。因此在决定产品后,别忘了查看一下平均BSR的销量以及最高位卖家的销售情况。这样可以让我们避开一些对于新手来说太过不友好的红海市场。

5. 近期销量的变化对于BSR的提高来的更重要

如果短期内,卖家的销量变多,那么我们可能会发现我们的BSR也跟着激增。但如果我们不能保持住这样的销量,BSR随后也会趋于下降,而这可能会影响到我们的关键词相关度。所以总的来说,我们并不鼓励短期刺激销售来提高BSR,除非已经有了后续的操作思路能降低这样做的负面影响。

6. BSR有强烈的季节性

不同产品的BSR情况可能和季节有着极强的关系。比如说,三月左右,我们在亚马逊上看到充气火烈鸟(inflatable flamingo)的BSR和其他情况都不错,然后自然会有想要分一杯羹的想法。但是在这么做之前,不妨多做一段时间的追踪。如果进行了持续的调查,就不难发现,在其他月份,这个产品的销量简直惨淡,当前的变化只是个美味的诱饵。要记得,要取得好的BSR,我们需要的是持续的销量。

7. 订单量>销售量

这一条看起来似乎有些不对。让我们这样来看,卖家一天卖出了30个产品。那么最好的情况,是通过30个订单卖出30个产品。如果只有一个订单,那这个订单在影响BSR上的权重和卖出一个一个产品是相同的。当然总销量高也是很好的,这意味着我们的产品在带来利润。只不过这样的利润对于BSR的提升,效果不明显。

8. 销量下降别着急

不是每天都那么风和日丽。我们得承认这一点。当然,亚马逊也是承认这一点的。所以当在某一天,销量突然下降了一半甚至更多,这并不会导致我们BSR因为这一天的销售变化就极大的下降。销量的下降对于BSR的影响并不及突然提示带来的影响大。但这意味着,该进行调整了。一旦销量不佳的时间达到一周,那么BSR就会有比较显著的变化,同时关键词排名也会受到影响。

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亚马逊对一个listing的rank值评估,开始波动会很大,越往后平均值会越稳定。很多公司快节奏打造爆款的原因就是抓住新品期,刷单猛冲rank,前期提高排名,后期靠deal和刷单配合让rank稳定在希望控制的值上。

影像形态学基础(3):种子填充(Seed Filling)

种子填充是一种图像处理操作,其中图像的某个区域中的像素被分配一个标签。这是经常被描述为具有像素改变“颜色”。我们将填充的二进制图像,颜色的变化是从黑色到白色或反之亦然。

种子是一个像素或一个像素集合,其中的变化被选中开始。在限制生长的掩膜(MASK)的约束下,种子得以生长。在掩膜内,种子完成生长并结束填充过程。

此过程有多个名称。图形领域使用的“种子填充”和“泛洪填充”,而图像形态学界称之为二值重建(灰度重建),主要应用于图像分割。

有多种实现种子填充的方法,下面将对这些方法进行更详细的描述。在我们考虑的所有情况下,种子填充是由一个受掩模图像约束的不断增长的过程来完成的。最简单的概念方法是一个迭代过程,从翻转单个种子像素开始,然后根据掩码约束翻转每个像素(或4个或8个)。这可以通过过程调用或堆栈递归地完成。因为可能有大量的像素可以改变,所以我更喜欢使用动态堆栈而不是递归过程调用,它们可以生成任意深度的调用堆栈。当每个像素从堆栈中弹出时,它被检查,它的颜色被翻转,并将其合格的邻居放在堆栈上以供将来工作。

有一个效率较低但概念上很简单的方法是多次膨胀迭代,并与一个剪切掩模做“与”操作。这将以每迭代一个像素的速率生长边界,因此对于大图像,可能需要数百或数千次迭代将种子生长到掩码中。然而,我们提供了一个函数来做到这一点,无论是4或8填充。如果掩膜相对较小,它就工作得很好,它从简单性上具有教学价值,它提供了一个基线实现,可以检查其他更复杂、更高效的填充操作是否正确。

有两种方法可以可视化掩膜的操作。“填充掩模”:种子填充在掩码之下,直至填充区域(或组件)的边界;另一种是”阻挡掩模”,在该掩模中允许种子生长直到它触及阻挡掩模的元素为止。很容易看到,这两种掩膜只是彼此翻转而已。在洪水填充的描述中使用阻塞掩码是很常见的,在这里你有一个包含生长的种子和阻止生长的像素的单个图像。

矩形点阵上有两种不同的生长过程。这些被称为4连和8连种子填充,并填充到掩膜的4连和8连区域。4连填充通常(但不总是)比8填充的计算量大,因为需要检查的像素更少。