?Amazon搜索引擎眼中的Listing——A9排名因素精準描述及規則應用

本文作者是積加老朋友，深簡數據創始人——John Z.

大家好，我是John Z. 我在跨境電子商務和境外網絡品牌建設領域已經走過7個年頭，我尤其在亞馬遜3P和VC領域有比較多的見解。今天我來跟大家深入地理解亞馬遜Amazon搜索引擎眼中的Listing是什么樣子。從系統識別Listing的構造推斷出多個影響排名的因素。

大家都在聊A9數據，A9算法，A9排名。其實A9的精確因素是什么，貌似一直沒有人聊起。搜索引擎不是人類的大腦，即使在人工智能、機器自我學習、深度計算高潮迭起的今天，機器對語言的處理仍然有待提升。以下是我通過技術手段獲取的亞馬遜Listing的構造結構因素列表。我姑且起名叫它：Intercept Engine – 診斷攔截引擎。 簡稱“IE”。IE看待Listing的主要模塊有前端的：

- Subject

- Bullet Points

- Product Description

- Product Details

-  Photos

還有后端的：

- Back-end Search Terms

- 其他瑣碎的屬性，目錄樹節點等..

從IE的角度來看，IE主要負責：

- Subject

- Bullet Points

- Product Description

它制定了相關的死規則，來判斷該Listing出現了什么問題，是否會被攔截。之所以叫攔截，那是該名字是Intercept, 攔截我們可以想象為負分的權重。當然，這些攔截并不會攔截該Listing不被亞馬遜搜索引擎搜索得到，但是負分權重，是有的。具體是多少分，我不得而知，下面是正文。

Subject/產品標題

攔截引擎有以下規則

"is_adult_product"

"is_attribute_value_contains_html_tags"

"are_words_capitalized_exception"

"current_winning_values"

"attribute_value_contains_pricing_information"

"attribute_value_list"

"show_error_message"

"attribute_value_contains_promotional_message"

"are_words_capitalized"

"is_attribute_value_abusive_in_sexual_wellness_with_reason"

"are_units_abreviated"

"are_words_in_all_caps"

"are_numerals_spelled_out"

從以上IE的規則清單上看，一個listing上面有10幾個我們平時沒有注意的細節。我們大可以忽略，甚至不修正，也不會有問題，但是里面的負分權重，大家后面可以掂量。在大家對Listing精細化運營日益變態的今天，這些規則，我們必須修正。Show Error Message這一攔截信息，我發現我們長達6-7年的Listing仍然會有Error出現，更有甚者是Warn的標簽提示。

規則清單

"numerals_list"

"zero,one,two,three,four,five,six,seven,eight,nine,ten,eleven,twelve,thirteen,fourteen,fifteen,sixteen,seventeen,eighteen,nineteen,twenty,thirty,fourty,fifty,sixty,sevety,eighty,ninety,hundered,thousand,lakh,million,crore,billion,trillion",

"restricted_characters"

"!,#,$,%,&,*,+,?,^"

"abusive_words_sexual_wellness_list":

"apeshit ,ass,asshole ,assholes,bastard,bast**d,batshit ,beatoff ,beatoffs

,birdshit ,bitch,blowjob ,blowjobs,bs,bullcrap,bullshit,bullshti ,bullshtity

,bullshtiy ,bullsiht ,bullsihtty,bullsihty ,chickinshit ,cocksuck,cocksucked

,cocksuckeds ,cocksucker,cocksuckers ,cocksucking ,cocksucks ,cum ,cumslut

,dickhead,dickheads ,dicks,dicksuck ,dicksucker ,dicksuckers ,dicksucks

,dipshit ,d**k,dogshit ,dogshits,dood,doody,douchbag,douchbags ,douche,douchebag,dumbshit,dyke

,fag,fck,f*ck,felch ,felched ,felcher

,felching,f*ing,f__k,f**k,f*#k,f#@k,f##k,fuc,fucc,fuck,fucked ,fucker ,fuckers

fucket,fucking ,fuk,fu_k,fu*k,fuk ,fukk,fuqu,furtling ,goatse

,horseshit,jackass,jackoff,jackoffs ,jackshit ,jackshits ,jerk,jerkoff

,jerkoffs ,jis ,jisem ,jisim,jising ,jiss ,jissem ,jissim ,jissing ,jissum

,jisum ,jiz ,jizem ,jizim,jizing ,jizum ,jizz ,jizzem ,jizzim ,jizzing ,jizzum

,limpdick ,moron,nutsac,nutsack ,nutsak ,pecker,peckers ,peckerwood ,peckerwoods

,phuck,phucked ,phucker ,phuckers,phucket,phucking ,phukk,phuqu,piggery

,piss,poop,poopy,p**p,rape,raped ,semen ,shit,shitface,shitfor ,shithead

,shittie ,shittier ,shittiest ,shitting ,shitts,shitty,shittyr ,shittz

,sh_t,sh!t,sh*t,smack_my_bitch_up ,snatch ,snatches ,snatchs,snatchz

,s**t,tubesteak ,twat ,wank,wtf, anal, Affenschei\u00dfe, Arsch,

Arschloch,Bastard, Hexe,einen blasen, Schwanz, Schwanzlutscher, Schwanz

lutschen, Nutte, ficken, Fick, Wichser, Fotze, M\u00f6se,Wichser, wichsen,

Schei\u00df, schei\u00dfen, Sack, Dreck, Drecksack"

"abusive_words_list":

"normal abusive,anal ,apeshit ,ass,asshole

,assholes,bastard,bast**d,batshit ,beatoff ,beatoffs ,birdshit ,bitch,blowjob

,blowjobs,bs,bullcrap,bullshit,bullshti ,bullshtity ,bullshtiy ,bullsiht ,bullsihtty,bullsihty

,chickinshit ,cock,cocksuck,cocksucked ,cocksuckeds ,cocksucker,cocksuckers

,cocksucking ,cocksucks ,cum ,cumslut ,dick,dickhead,dickheads,dicks ,dicksuck

,dicksucker ,dicksuckers ,dicksucks ,dipshit ,d**k,dogshit,dogshits ,dood,doody,douchbag,douchbags

,douche,douchebag,dumbshit,dyke ,fag,fck,f*ck,felch ,felched ,felcher

,felching,f*ing,f__k,f**k,f*#k,f#@k,f##k,fuc,fucc,fuck,fucked ,fucker ,fuckers

,fucket,fucking ,fuk,fu_k,fu*k,fuk ,fukk,fuqu,furtling

,goatse,horseshit,jackass,jackoff ,jackoffs ,jackshit ,jackshits

,jerk,jerkoff,jerkoffs ,jis ,jisem ,jisim ,jising ,jiss ,jissem ,jissim

,jissing ,jissum,jisum ,jiz ,jizem ,jizim ,jizing ,jizum ,jizz ,jizzem ,jizzim

,jizzing ,jizzum,limpdick ,moron,nutsac ,nutsack ,nutsak ,pecker ,peckers

,peckerwood,peckerwoods ,phuck,phucked ,phucker ,phuckers

,phucket,phucking,phukk,phuqu,piggery ,piss,poop,poopy,p**p,rape,raped ,semen

,shit,shitface,shitfor ,shithead ,shittie ,shittier ,shittiest ,shitting

,shitts,shitty,shittyr ,shittz ,sh_t,sh!t,sh*t,smack_my_bitch_up ,snatch

,snatches,snatchs ,snatchz ,s**t,tubesteak ,twat ,wank,wtf, anal,

Affenschei\u00dfe,Arsch, Arschloch, Bastard, Hexe, einen blasen, Schwanz,

Schwanzlutscher,Schwanz lutschen, Nutte, ficken, Fick, Fotze, M\u00f6se,

Wichser, wichsen,Schei\u00df, schei\u00dfen, Sack, Dreck, Drecksack",

"units_map":"{\"cm\":\"centimeter\",\"cu\":\"cubic\",\"ft\":\"foot\",\"gl\":\"gallon\",\"gr\":\"gram\",\"g\":\"gram\",\"km\":\"killometer\",\"in\":\"inch\",\"kg\":\"killogram\",\"l\":\"liter\",\"lb\":\"pound\",\"m\":\"meter\",\"mi\":\"mile\",\"oz\":\"ounce\",\"qt\":\"quart\",\"std\":\"standard\",\"yd\":\"yard\",\"mg\":\"milligram\",\"ml\":\"milliliter\"}",

"pricing_information_list":

"Save money, Save cash, Great for, Great as, Bestselling, Special offer,

Special promo, Discounted price, Save $, % off, Bestprice, buy now, money back

guarantee, unbeatable price, warranty, moneyback",

"units_list":"std,gt,ft,gr,cm,mi,m,l,km,lb,g,yd,oz,in,kg,gl,cu,mg,ml",

"promotional_message_list":

"100%Satisfaction Guarantee, deals, mail rebate, Hot item, Best Seller,

free ship,free, Refurbished, Manufactured, Guaranteed, Satisfaction, seen on

tv, limitedtime offer, summer sale, winter sale, spring sale, fall sale, best

deal, big sale,huge sale, massive sale, don't miss out, Hassle free, On sale,

super sale, freegift, over- stock, overstock, close-out, closeout, FedEx, UPS,

Christmas, gift,gifts, Christmas Gift, Christmas Gifts, Black Friday,

Valentines Day,Valentine's Day, Fathers Day, Father's Day, Mothers Day, Mother's

Day, Labourday, Labor day, New Year"}}"

以上的規則清單是寫死的，只要listing里有以上的文字，就會有負分權重，"show_error_message"，就會有攔截信息Error or Warn兩種。

其實亞馬遜的云、AI沒有想象中的好，在我最近開發亞馬遜銷售輔助軟件“深簡數據” DeepBrief.net以來，發現亞馬遜對規則的制定，是寫死的，不應該出現什么詞匯，應該以什么標準書寫產品描述，都有一套標準，違反規則，就是負分權重。當然，在此重申，不修正，這個Listing是不會被下架的，只會有負分權重的因素影響排名。

在不久的將來，深簡數據會根據攔截引擎開發出新的模塊，來診斷Listing的健康程度，在此之前，賣家朋友們應該可以從該文章悟到一些什么，那么我就覺得舒心了。

前文主要介紹了InterceptEngine 診斷攔截引擎主要負責的診斷模塊以及第一個模塊 Subject/標題，里面有規則，和寫死的規則清單列表。下面我引用一些實例來解釋如何解讀和運用這些規則。

實例引用到

- Bullet Points/5點特征

- Product Description/產品描述

規則跟 Subject/標題是類似的，大同小異，不過還是需要仔細看規則列表，確實有些不同。下面是正文：

Bullet Points Rules/5點特征

{"merchant":{"merchant_id":

"324XXXXXX"},

"asin":{"asin_id":

"B078XXXXXX",

"product_type":"",

"gl_product_group_type":"",

"is_adult_product":false}, /言下之意，文字表達上不要用到成人用品領域的詞匯/

"marketplace":{"marketplace_id":

"1"},

"asinattribute":{

"is_attribute_value_contains_html_tags":false, /沒有開通A+

Content權限盡量別用html代碼/

"is_attribute_value_abusive_with_reason":[], /不要用到辱罵詞匯/

"attribute_name":"bullet_point",

"current_winning_values":["Bullet

Points list"],

"attribute_value_contains_pricing_information":[], /請勿加上價格相關的廣告詞，看規則清單/

"attribute_value_list":["Edited

Bullet Points List"],

"allow_user_override":false, /系統提示是否被鎖，被鎖意味著無法修改該Bullet Points了/

"show_error_message":true, /IE發出攔截信息，此實例意思是，有ERROR產生。/

"attribute_value_contains_promotional_message":["free"],

"error_message_popover":"Your

suggestedchange for ASIN B0786XXXX Bullet points field includes the following

contentthat may not comply with Amazon's Style

Guide:<br><ulclass=\"a-vertical

a-color-base\"><li>Prohibited promotionallanguage:

free</li><li>Special characters - \u3011, \u3010, \u2714,\u3011,

\u3010, \u201d, \u2714, \u3011, \u3010, \u2714, \u3011, \u3010, \u2714,&,

\u3011, \u3010 and \u2714</li></ul>Please update your Bulletpoints

to correct the content flagged above."

該實例中，5點特征里出現了Free這個詞和特殊符號&，這個詞在規則清單里是寫死的被判定為Promotional Message,系統提示刪除掉Free和符號&/

"error_message_inline":"Your

update includes errors that must be fixed before proceeding", /攔截提示必須修正以進行下一步/

"is_attribute_value_abusive_in_sexual_wellness_with_reason":[],/此實例中，系統識別不到辱罵性詞匯，完美綠燈/

"error_level":"error", /此實例被判定為Error。Error level有Error和Warn兩種/

"does_value_start_with_caps":true}, /句首首字母大寫，順利通過/

"request":{"status":

"success",

"request_id":"9F9XXXXJPGFSXXXWZRXX"},

"logCharLimitRules":null,

"areWordsCapitalized":true,

"errorReason":null,

"styleGuideUrlLength":0,

"pricingInformationList":null,

"restrictedCharactersListStr":"%",

"warningProhibittedScenariosLength":1,

"errorProhibittedScenarios":null,

"charLengthExceededAttributes":null,

"areUnitsAbreviated":null,

"charLimitsList":[100000],

"errorFound":false,

"subjectiveComentaryList":null,

"areWordsCapitalizedException":null,

"categoryMap":"{\"gl_wine\":

{\

"char_limits\":{\"item_name\":

50, \

"product_description\":2000,

\"

bullet_point\":200}, \

"shipWordsList":null,

"warnFound":true,

"outputList2":["%"],

"errorProhibittedScenariosLength":0,

"abusiveWordsList":null,

"styleGuideUrl":"",

"restrictedCharactersList":["%"],

"areNumeralsSpelledOut":null,

"promotionalMessagesList":null,

"warnReason":["RestrictedCharactersUsed"],

"areWordsInAllCaps":null}",

規則清單中文解釋

"numerals_list":"zero,one,two,three,four,five,six,seven,eight,nine,ten,eleven,twelve,thirteen,fourteen,fifteen,sixteen,seventeen,eighteen,nineteen,twenty,thirty,fourty,fifty,sixty,sevety,eighty,ninety,hundered,thousand,lakh,million,crore,billion,trillion",/數字需要寫成英文，不要用阿拉伯數字，不要用縮寫/

"restricted_characters":"!,#,$,%,&,*,+,?,^", /特殊符號是被禁止的/

"abusive_words_sexual_wellness_list":"apeshit

,ass,asshole ,assholes ,bastard,bast**d,batshit ,beatoff,beatoffs ,birdshit

,bitch,blowjob ,blowjobs ,bs,bullcrap,bullshit,bullshti,bullshtity ,bullshtiy

,bullsiht ,bullsihtty ,bullsihty ,chickinshit,cocksuck,cocksucked ,cocksuckeds

,cocksucker ,cocksuckers ,cocksucking,cocksucks ,cum ,cumslut

,dickhead,dickheads ,dicks ,dicksuck ,dicksucker,dicksuckers ,dicksucks

,dipshit ,d**k,dogshit ,dogshits,dood,doody,douchbag,douchbags

,douche,douchebag,dumbshit,dyke ,fag,fck,f*ck,felch ,felched ,felcher

,felching,f*ing,f__k,f**k,f*#k,f#@k,f##k,fuc,fucc,fuck,fucked ,fucker ,fuckers

fucket,fucking ,fuk,fu_k,fu*k,fuk ,fukk,fuqu,furtling ,goatse,horseshit,jackass,jackoff

,jackoffs ,jackshit ,jackshits ,jerk,jerkoff,jerkoffs ,jis ,jisem ,jisim

,jising ,jiss ,jissem ,jissim ,jissing ,jissum,jisum ,jiz ,jizem ,jizim ,jizing

,jizum ,jizz ,jizzem ,jizzim ,jizzing ,jizzum,limpdick ,moron,nutsac ,nutsack

,nutsak ,pecker ,peckers ,peckerwood,peckerwoods ,phuck,phucked ,phucker

,phuckers ,phucket,phucking,phukk,phuqu,piggery

,piss,poop,poopy,p**p,rape,raped ,semen ,shit,shitface,shitfor ,shithead

,shittie ,shittier ,shittiest ,shitting ,shitts,shitty,shittyr ,shittz ,sh_t,sh!t,sh*t,smack_my_bitch_up

,snatch ,snatches,snatchs ,snatchz ,s**t,tubesteak ,twat ,wank,wtf, anal,

Affenschei\u00dfe,Arsch, Arschloch, Bastard, Hexe, einen blasen, Schwanz,

Schwanzlutscher, Schwanzlutschen, Nutte, ficken, Fick, Wichser, Fotze, M\u00f6se,

Wichser, wichsen,Schei\u00df, schei\u00dfen, Sack, Dreck,

Drecksack", /黃色詞匯是被禁止的/

"abusive_words_list":"normal

abusive,anal ,apeshit ,ass,asshole ,assholes,bastard,bast**d,batshit ,beatoff

,beatoffs ,birdshit ,bitch,blowjob ,blowjobs,bs,bullcrap,bullshit,bullshti

,bullshtity ,bullshtiy ,bullsiht ,bullsihtty,bullsihty ,chickinshit

,cock,cocksuck,cocksucked ,cocksuckeds ,cocksucker,cocksuckers ,cocksucking

,cocksucks ,cum ,cumslut ,dick,dickhead,dickheads,dicks ,dicksuck ,dicksucker

,dicksuckers ,dicksucks ,dipshit ,d**k,dogshit,dogshits

,dood,doody,douchbag,douchbags ,douche,douchebag,dumbshit,dyke

,fag,fck,f*ck,felch ,felched ,felcher

,felching,f*ing,f__k,f**k,f*#k,f#@k,f##k,fuc,fucc,fuck,fucked ,fucker ,fuckers

,fucket,fucking ,fuk,fu_k,fu*k,fuk ,fukk,fuqu,furtling

,goatse,horseshit,jackass,jackoff ,jackoffs ,jackshit ,jackshits

,jerk,jerkoff,jerkoffs ,jis ,jisem ,jisim ,jising ,jiss ,jissem ,jissim

,jissing ,jissum,jisum ,jiz ,jizem ,jizim ,jizing ,jizum ,jizz ,jizzem ,jizzim

,jizzing ,jizzum,limpdick ,moron,nutsac ,nutsack ,nutsak ,pecker ,peckers

,peckerwood,peckerwoods ,phuck,phucked ,phucker ,phuckers

,phucket,phucking,phukk,phuqu,piggery ,piss,poop,poopy,p**p,rape,raped ,semen

,shit,shitface,shitfor ,shithead ,shittie ,shittier ,shittiest ,shitting

,shitts,shitty,shittyr ,shittz ,sh_t,sh!t,sh*t,smack_my_bitch_up ,snatch

,snatches,snatchs ,snatchz ,s**t,tubesteak ,twat ,wank,wtf, anal,

Affenschei\u00dfe,Arsch, Arschloch, Bastard, Hexe, einen blasen, Schwanz,

Schwanzlutscher,Schwanz lutschen, Nutte, ficken, Fick, Fotze, M\u00f6se,

Wichser, wichsen,Schei\u00df, schei\u00dfen, Sack, Dreck,

Drecksack", /辱罵性詞匯是被禁止的/

"units_map":"{\"cm\":\"centimeter\",\"cu\":\"cubic\",\"ft\":\"foot\",\"gl\":\"gallon\",\"gr\":\"gram\",\"g\":\"gram\",\"km\":\"killometer\",\"in\":\"inch\",\"kg\":\"killogram\",\"l\":\"liter\",\"lb\":\"pound\",\"m\":\"meter\",\"mi\":\"mile\",\"oz\":\"ounce\",\"qt\":\"quart\",\"std\":\"standard\",\"yd\":\"yard\",\"mg\":\"milligram\",\"ml\":\"milliliter\"}",/單位縮寫對照/

"pricing_information_list":"Save

money, Save cash, Great for, Great as, Best selling, Special offer,Special

promo, Discounted price, Save $, % off, Best price, buy now, money

backguarantee, unbeatable price, warranty, money back",

/不要寫以上的促銷性字眼/

"units_list":"std,gt,ft,gr,cm,mi,m,l,km,lb,g,yd,oz,in,kg,gl,cu,mg,ml", /單位清單/

"promotional_message_list":"100%

Satisfaction Guarantee, deals, mail rebate, Hot item, Best Seller,free ship,

free, Refurbished, Manufactured, Guaranteed, Satisfaction, seen ontv, limited

time offer, summer sale, winter sale, spring sale, fall sale, bestdeal, big

sale, huge sale, massive sale, don't miss out, Hassle free, On sale,super sale,

free gift, over- stock, overstock, close-out, closeout, FedEx, UPS,Christmas,

gift, gifts, Christmas Gift, Christmas Gifts, Black Friday,Valentines Day,

Valentine's Day, Fathers Day, Father's Day, Mothers Day,Mother's Day, Labour

day, Labor day, New Year" /禁止使用促銷性詞句/

Product Description Rules/產品描述

"merchant":{"merchant_id":

"324788627"},

"asin":{"asin_id":

"B0786XXXX",

"product_type":"",

"gl_product_group_type":"",

"is_adult_product":false},

"marketplace":{"marketplace_id":

"1"},

"asinattribute":{

"is_attribute_value_contains_html_tags":false, /完美通過/

"is_attribute_value_abusive_with_reason":[], /完美通過/

"attribute_name":

"product_description",

"current_winning_values":["Product

Description"],

"attribute_value_contains_pricing_information":[], /完美通過/

"attribute_value_list":["Edited

Product Description"],

"allow_user_override":true, /該實例的產品描述，賣家有修改權限/

"show_error_message":true, /攔截信息: 有錯誤/

"attribute_value_contains_promotional_message":[], /完美通過/

"error_message_popover":"Your

suggestedchange for ASIN B0786XXXX Description field includes the following

content thatmay not comply with Amazon's Style

Guide:<br><ulclass=\"a-vertical

a-color-base\"><li>Included the symbol ozinstead of

ounce</li><li>Special characters - &, \u00a0

and\u201d</li></ul>Please update your Description to correct thecontent

flagged above.", /該實例產品描述不符合亞馬遜的指引，1 使用了縮寫單位oz,應該全寫ounce；2 帶有特殊符號&

,應該改為and./

"error_message_inline":"Your

update includes content that may not comply with Amazon's StyleGuide",

"is_attribute_value_abusive_in_sexual_wellness_with_reason":

[], /完美通過/

"error_level":"warn", /該實例被攔截為警告Warn/

"are_units_abreviated":["oz"]}, /攔截識別到引用了縮寫單位，應該全寫ounce/

"request":{"status":

"success", "request_id": "9FXXXXXXGXX2ZXXX7J"},

規則清單：跟以上的清單相同，在這里不再重復。

我這里引用了

- Bullet Points

- Product Description

兩個實例，是給大家一個真實的感受，amazon的搜索引擎如何對待我們的listing. A9規則，就是這么些被寫死的清單和列表，還沒涉及到人工智能和機器自我學習識別語言行為。