消费类电子商品的名称该如何设置？亚马逊为您解答

亚马逊观察

2022-03-26

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好的商品名称应该具有足够的描述性，要让买家只看到名称就会做出购买决定。为新商品创建商品名称时，请遵循以下指南

消费类电子商品的名称

好的商品名称应该具有足够的描述性，要让买家只看到名称就会做出购买决定。为新商品创建商品名称时，请遵循以下指南

重要：：某些子分类对【商品名称】有额外要求。有关更多信息，请查看子分类规范。

一般而言，应在此订单中提供商品信息：品牌名称、系列名称、型号名称、商品类别（［耳机、］［可充电电池］等）以及尺寸、颜色或装运箱数量，放在圆括号中并以逗号隔开。例如：［（黑色，5.3 英尺，6 件套）］
[品牌] + [系列] + [型号] + [商品] +（[尺寸], [颜色], [装运箱数量]）
仅在需要时包括型号（电缆连接、空白介质等，为了与同类商品区分开来时通常需要这些信息）
仅在为了与同类商品区分开来时才在商品名称中包括尺寸信息：

魔声 HDMI-X 电缆（3 米）
魔声 HDMI-X 电缆（5 米）

如果以上电缆仅具有一种长度，则只需将商品名称设置为［ “魔声 HDMI-X 电缆”。］
每个单词的首字母均需大写（首字母大写）
商品名称不得超过 200 个字符（因商品分类而异）
以数字符号的形式写出所有数字，例如［ triple.fi 10 pro ］或［ 2 通道互联］

所有消费类电子商品名称均应包含以下信息：

大多数消费类电子商品

[品牌] + [系列名称] + [型号名称] + [型号（如适用）] + [商品] +“附” [独有信息*（如适用）] +（[颜色], [件数（如适用])

空白介质商品

[品牌] + [系列名称] + [型号名称] + [型号（如适用）] + [容量] + [写入速度] + [格式（例如 DVD-RW）] + [件数]

*独有信息是指令商品区别于同品牌其他商品的信息，除了型号名称或型号外，同品牌其他商品的名称中所包含的所有其他信息完全相同。何时使用独有信息的示例：

Ultimate Ears Triple.fi 10 Pro 耳机（炮铜蓝)
Ultimate Ears Triple.fi 10 Pro 耳机，附 Roadie 耳机收纳盒（炮铜蓝）

除了其中一件商品随附［ Roadie 耳机收纳盒］而另一件没有之外，两个 ASIN 完全相同，所以我们需要在商品名称中注明“Roadie 耳机收纳盒”。如果此耳机的所有型号全都随附耳机收纳盒，那么商品名称中将不会特意说明（我们会在“随附配件”要点中予以说明）。

非常规商品名称

创建新商品名称时，请勿包含以下信息：

库存编号或 UPC
促销词汇，例如［ “免费”、］［ “奖励”、］［ “独家销售” ］或［ “仅售 XX 美元” ］
实际上不属于商品商标名称的营销词汇

示例：［ “时尚轻巧 Fontopia 耳机” ］应仅设置为［ “Fontopia 耳机”。］
您可以在商品描述和要点中展示商品的优点和功能信息。

Titles in Consumer Electronics
A good title should be descriptive enough for a customer to make the purchase based on information on the title alone. Follow these guidelines when creating a title for your new products:
Important: Some subcategories have additional requirements for Titles. Review the Subcategory Specifications for more information.
In general, include product information in this order: brand name, series name, model name, what the product is ("Headphones," "Rechargeable Batteries," and so on), and measurements, color or case quantity in parentheses and separated by commas. For example: "(Black, 5.3 feet, Set of 6)"
[Brand] + [Series] + [Model] + [Product] + ([measurements], [color], [case qty])
Include model number only when necessary (cable interconnects, blank media, etc. may often need this to distinguish from similar products)
Only include size information in Titles when it differentiates the Item from similar Items:
Monster HDMI-X Cable (3 meters)
Monster HDMI-X Cable (5 meters)
If the above cable only came in one length, it would simply read "Monster HDMI-X Cable."
Capitalize the first letter of each word (Title Case)
Limit titles to 200 characters (can vary by product category)
Write all numbers as numerals, for example "triple.fi 10 pro" or "2-Channel Interconnect"
All Consumer Electronics titles should contain the following elements.
Most Electronics Products
[Brand] + [Series Name] + [Model Name] + [Model Number (if app)] + [Product] + "with" [Unique Thing* (if app)] + ([color], [#-pack (if app)])
Blank Media Products
[Brand] + [Series Name] + [Model Name] + [Model Number (if app)] + [Capacity] + [Write Speed] + [Format (i.e., DVD-RW)] + [# pack]
*A Unique Thing is something that makes the product different from other products from the same brand that have identical information for all other Title content other than Model Name or Number. Example of when to use Unique Thing:
Ultimate Ears Triple.fi 10 Pro Earphones (Gun Metal Blue)
Ultimate Ears Triple.fi 10 Pro Earphones with Roadie Case (Gun Metal Blue)
We carry two ASINs that are completely identical except one is packaged with a "Roadie Case" and the other is not, therefore we mention the roadie case in the title. If all models of this headphone came with a case, the title wouldn't mention it (we'd mention it in the bullet for included accessories).
Unconventional Titles
When creating a new title, do not include these elements:
Stock numbers or UPCs
Promotional terms like "Free," "Bonus," "Exclusive," or "A $XX Value"
Marketing terms that are not actually part of the product's trademarked name
Example: "Stylish Lightweight Fontopia Headphones" should only read "Fontopia Headphones."
You can display feature and benefit information in the product description and bullets.