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​Amazon搜索引擎眼中的Listing——A9排名因素精准描述及规则应用

积加ERP作者:积加ERP
2018-10-10 14:06:29

大家都在聊A9数据、A9算法、A9排名。其实A9的精确因素是什么,貌似一直没有人聊起......

A9排名因素精准描述及规则应用

本文作者是积加老朋友,深简数据创始人——John Z.

大家好,我是John Z. 我在跨境电子商务和境外网络品牌建设领域已经走过7个年头,我尤其在亚马逊3P和VC领域有比较多的见解。今天我来跟大家深入地理解亚马逊Amazon搜索引擎眼中的Listing是什么样子。从系统识别Listing的构造推断出多个影响排名的因素。

大家都在聊A9数据,A9算法,A9排名。其实A9的精确因素是什么,貌似一直没有人聊起。搜索引擎不是人类的大脑,即使在人工智能、机器自我学习、深度计算高潮迭起的今天,机器对语言的处理仍然有待提升。以下是我通过技术手段获取的亚马逊Listing的构造结构因素列表。我姑且起名叫它:Intercept Engine – 诊断拦截引擎。 简称“IE”。IE看待Listing的主要模块有前端的:

- Subject

- Bullet Points

- Product Description

- Product Details

-  Photos

还有后端的:

- Back-end Search Terms

- 其他琐碎的属性,目录树节点等..

从IE的角度来看,IE主要负责:

- Subject

- Bullet Points

- Product Description

它制定了相关的死规则,来判断该Listing出现了什么问题,是否会被拦截。之所以叫拦截,那是该名字是Intercept, 拦截我们可以想象为负分的权重。当然,这些拦截并不会拦截该Listing不被亚马逊搜索引擎搜索得到,但是负分权重,是有的。具体是多少分,我不得而知,下面是正文。

Subject/产品标题

拦截引擎有以下规则

"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"

从以上IE的规则清单上看,一个listing上面有10几个我们平时没有注意的细节。我们大可以忽略,甚至不修正,也不会有问题,但是里面的负分权重,大家后面可以掂量。在大家对Listing精细化运营日益变态的今天,这些规则,我们必须修正。Show Error Message这一拦截信息,我发现我们长达6-7年的Listing仍然会有Error出现,更有甚者是Warn的标签提示。

规则清单

"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"}}"

以上的规则清单是写死的,只要listing里有以上的文字,就会有负分权重,"show_error_message",就会有拦截信息Error or Warn两种。

其实亚马逊的云、AI没有想象中的好,在我最近开发亚马逊销售辅助软件“深简数据” DeepBrief.net以来,发现亚马逊对规则的制定,是写死的,不应该出现什么词汇,应该以什么标准书写产品描述,都有一套标准,违反规则,就是负分权重。当然,在此重申,不修正,这个Listing是不会被下架的,只会有负分权重的因素影响排名。

在不久的将来,深简数据会根据拦截引擎开发出新的模块,来诊断Listing的健康程度,在此之前,卖家朋友们应该可以从该文章悟到一些什么,那么我就觉得舒心了。

前文主要介绍了InterceptEngine 诊断拦截引擎主要负责的诊断模块以及第一个模块 Subject/标题,里面有规则,和写死的规则清单列表。下面我引用一些实例来解释如何解读和运用这些规则。

实例引用到

- Bullet Points/5点特征

- Product Description/产品描述

规则跟 Subject/标题是类似的,大同小异,不过还是需要仔细看规则列表,确实有些不同。下面是正文:

Bullet Points Rules/5点特征

{"merchant":{"merchant_id":

"324XXXXXX"},

"asin":{"asin_id":

"B078XXXXXX",

"product_type":"",

"gl_product_group_type":"",

"is_adult_product":false}, /言下之意,文字表达上不要用到成人用品领域的词汇/

"marketplace":{"marketplace_id":

"1"},

"asinattribute":{

"is_attribute_value_contains_html_tags":false, /没有开通A+

Content权限尽量别用html代码/

"is_attribute_value_abusive_with_reason":[], /不要用到辱骂词汇/

"attribute_name":"bullet_point",

"current_winning_values":["Bullet

Points list"],

"attribute_value_contains_pricing_information":[], /请勿加上价格相关的广告词,看规则清单/

"attribute_value_list":["Edited

Bullet Points List"],

"allow_user_override":false, /系统提示是否被锁,被锁意味着无法修改该Bullet Points了/

"show_error_message":true, /IE发出拦截信息,此实例意思是,有ERROR产生。/

"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."

该实例中,5点特征里出现了Free这个词和特殊符号&,这个词在规则清单里是写死的被判定为Promotional Message,系统提示删除掉Free和符号&/

"error_message_inline":"Your

update includes errors that must be fixed before proceeding", /拦截提示必须修正以进行下一步/

"is_attribute_value_abusive_in_sexual_wellness_with_reason":[],/此实例中,系统识别不到辱骂性词汇,完美绿灯/

"error_level":"error", /此实例被判定为Error。Error level有Error和Warn两种/

"does_value_start_with_caps":true}, /句首首字母大写,顺利通过/

"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}",

规则清单中文解释

"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",/数字需要写成英文,不要用阿拉伯数字,不要用缩写/

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

"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", /黄色词汇是被禁止的/

"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", /辱骂性词汇是被禁止的/

"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\"}",/单位缩写对照/

"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",

/不要写以上的促销性字眼/

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

"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" /禁止使用促销性词句/

Product Description Rules/产品描述

"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, /完美通过/

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

"attribute_name":

"product_description",

"current_winning_values":["Product

Description"],

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

"attribute_value_list":["Edited

Product Description"],

"allow_user_override":true, /该实例的产品描述,卖家有修改权限/

"show_error_message":true, /拦截信息: 有错误/

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

"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.", /该实例产品描述不符合亚马逊的指引,1 使用了缩写单位oz,应该全写ounce;2 带有特殊符号&

,应该改为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":

[], /完美通过/

"error_level":"warn", /该实例被拦截为警告Warn/

"are_units_abreviated":["oz"]}, /拦截识别到引用了缩写单位,应该全写ounce/

"request":{"status":

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

规则清单:跟以上的清单相同,在这里不再重复。

我这里引用了

- Bullet Points

- Product Description

两个实例,是给大家一个真实的感受,amazon的搜索引擎如何对待我们的listing. A9规则,就是这么些被写死的清单和列表,还没涉及到人工智能和机器自我学习识别语言行为。

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