如何写好亚马逊文案？
一，五点描述
在亚马逊Listing中，五点描述（ Bullet Points ）的位置仅次于标题和图片，是买家进入Listing 页面后第二或是第三会注意到的地方，在页面所占比例较大，通常买家看完产品的标题和图片，对产品感兴趣的话，就会仔细看五点描述，如果刚好买家想知道的点都有，就有可能下单了！另外五点描述还会被纳入关键词索引范围。所以这块非常重要！
一、什么算是好的Bullet Points？
知道了五点描述的重要性，那么我们会问，什么样才算一个好的Bullet Points呢？
要回答这个问题我们不妨去看一下市场上大卖的的五点描述是如何写的
1.Curt
•HIGHLY VERSATILE. Adapt your
trailer hitch to any towing situation with the highly versatile and easily adjustable design of this adjustable ball mount. The channel-style shank can be flipped to provide up to a 6-inch drop or 5-1/4-inch rise.
•SMOOTH TOWING. For a smoother, quieter ride while towing your trailer, this adjustable drop hitch comes with a built-in anti-rattle feature, deterring vibrations, chucking and rattling at the coupling point.
•POWERFUL BUILD. Constructed from high-strength steel, this adjustable hitch ball mount is ready to work. The 2-inch ball is rated for a capacity of 10,000 lbs., and the 2-5/16-inch ball for 14,000 lbs.
•PRECISE FIT. This adjustable ball hitch comes with a standard shank to fit virtually any standard 2-inch x 2-inch trailer hitch receiver. It's perfect for most class 3, class 4 and class 5 hitches.
•WEATHER-RESISTANT. To protect it against rain, dirt, road grime and salt, this adjustable ball mount is shielded in a durable carbide black powder coat finish, and the dual ball attachment is protected with a corrosion-resistant zinc plating.
•DEPENDABLE STRENGTH. This trailer hitch is rated for 6,000 lbs. gross trailer weight, 900 lbs. tongue weight, 8,000 lbs. weight distribution capacity and 900 lbs. weight distribution tongue weight (limited to lowest-rated towing component).
•VERSATILE DESIGN. This class 3 hitch equips your vehicle with a standard 2-inch x 2-inch hitch receiver, allowing for a wide variety of towing options. It can accept a ball mount, cargo carrier, bike rack, tow hook and much more.
•FULLY TESTED. Every CURT class 3 trailer hitch design is tested in real-world, on-vehicle conditions at our Detroit engineering facility. Hitches are tested according to SAE J684 standards for the utmost safety and reliability while towing.
•RUST, CHIP, UV-RESISTANT. This tow hitch is protected with a unique dual-coat finish of rust-resistant liquid Bonderite and highly durable black powder coat. The two finishes are co-cured together for exceptional resistance to rust, chipping and UV rays.
•EASY TO INSTALL. Trailer hitch installation of this class 3 hitch is made easier with its vehicle-specific design. This hitch offers a custom fit on select models of the Honda Pilot and Acura MDX, and it comes with all necessary hardware for a complete installation on the vehicle.
2. Tyger
•Cover appears a little short : Make sure side rails are positioned properly, not too far from the tailgate, Move the whole cover assembly towards the tailgate, while making sure it's properly sealed at the front. Some species truck models have lower front bed rail. Apply front seal strip provided to the front bed rail to seal the gap
•Comes with dual coated 24oz marine grade vinyl top, heavy duty aluminum powder coated side rails and clamps. Built-in horizontal crossbars offer support when cover is lying flat and roll up with the cover providing full bed access.
•Seals with Velcro strip on the sides and secures with latch lock system at the tailgate. Also comes with adjustable tension system on the end of the side rails to keep the cover tight and wrinkle free.
•Easy No-Drilling installation with the provided instruction and hardware. (Small holes will need to be cut for vehicle equipped with Over-the-Bedrail bedliner to secure the clamps; Works with Under-the-Bedrail bedliner without modification.)
•TYGER Limited Lifetime warranty! (Please measure your truck bed size before ordering. We accept returns, however customer will assume the return shipping cost if ordered wrong.)
•Fits 2007-2018 Jeep Wrangler JK 4 Door (Exclude 2018 Wrangler JL Models). TYGER Dual girder system provides maximum wheel-to-wheel protection for underside and rocker panel area from damaging impacts. Keeps Jeep from catching on rocker panel and hanging up on obstacles.
•Dual girder system provides maximum wheel-to-wheel protection for underside and rocker panel area from damaging impacts. Keeps Jeep from catching on rocker panel and hanging up on obstacles.
•Heavy-duty 2inch diameter & 0.120inch wall thickness tubes. One-piece design. Dual stage powder coated textured black finish.
•Easy Bolt-On installation. No drilling required. (DIY instruction included in the package.)
•TYGER Limited Lifetime warranty against manufacturing defects!
3. Anker
•The Anker Advantage: Join the 30million+ powered by our leading technology.
•Small size, Big Power: an astonishingly compact portable charger that provides 2. 5 charges for Galaxy S9, or 2. 4 for iPhone x. Recharges in 4. 5 hours with a 5V/2a charger.
•High-speed charging: Anker exclusive power and Voltage Boost combine to deliver the fastest possible charge for any device. Qualcomm Quick Charge not supported.
•Certified safe: Anker Multipotent safety system provides superior protection for you and your devices.
What you get: Power core 10000 Redox portable charger, Micro USB cable (USB-C cable and Lightning cable not included), travel pouch, welcome guide, our worry-free 18-month, and friendly customer service
•The Anker Advantage: Join the 50 million+ powered by our leading technology.
•Less Time Charging: Patented powerful and Voltage Boost technologies charge any device at its fastest possible speed, up to 2. 4a. (Does not support Qualcomm Quick Charge).
•Durable Design: Robust textured casing and premium internal components ensure perfect performance regardless of scrapes, bumps, or drops.
•Travel Ready: Compact design, foldable plug and 100-240 volt input are ideal for worldwide travel.
•What You Get: Anker power port 2 Elite, welcome Guide, our worry-free 18-month and friendly customer service.
对比以上大卖的五点描述，我们可以发现，不同类的商品，Bullet Points 写法差很多，但总来的来说Listing的五点描述我们可以总结出以下几个共同点：
1.开头字词使用大写英文
2.像标题一样有可读性，可一目了然商品要点
3.强调商品特性带给买家的好处
4.品牌化强调
5.英文用词专业
下面我们来详细说明这几个共同点
1.开头字词使用大写英文
大写的英文能强调重要信息。配合标题式的开头能让买家更容易抓住重点。
2.像标题一样有可读性，可一目了然商品要点
每一行的开头字词像标题一样，可以让买家快速知道每一行叙述的重点是什么，让买家可以只关注自己想知道的要点，不需要全部都看过。
现在的生活节奏比较快，大部分人是不可能花太多时间仔细咀嚼每一个字，都是略读随便看看，老外也是，所以简短有重点的卖点描述看起来视觉上既轻松，也有条例，更受欢迎。
3.强调商品特性带给买家的好处
亚马逊告诉我们，要点要写商品的特性（features），但如果想要尽可能的发挥 Bullet Points 的销售潜力，只写特性肯定不行的。需要告诉客户，我们的商品能给其带来什么好处。
4.强调品牌化
我们可以发现，很多知名品牌买家都喜欢在五点描述中强调自己的品牌。
比如Anker产品的第一句永远是The Anker Advantage: Join the 30 million+ powered by our leading technology.
Tyger的大部分产品页面中则是TYGER Limited Lifetime warranty!
这样做的好处是显而易见的，能加深客户对于品牌的认知和忠诚。但这需要长期累积，对于新卖家来说前期会牺牲很多。所以是否采用这种方式，是需要根据公司的运程策略来定。
5.英文用词专业
可以发现，这些品牌大卖的描述，英文用词都很专业，极少会有语法错误。Curt 和Tyger不必说，团队都在美国，文案表述会符合美国人阅读习惯。而Anker，傲基等这类大卖，如果分析他们的招聘信息，也会发现，其实内部也是有老外进行文案编辑或者核对的。
二、如何写好Bullet Points？
通过以上分析，我们算是初步知道了一些五点描述好的特征。那么当为一个新品写五点描述时，我们要如何进行呢？这里我们给出如下3点建议：
1.研究竞争对手的五点描述
当为一个新的品类写五点描述时，可以参考竞争对手的五点描述是如何书写的。看看竞争对手的产品卖点是从何着手的，好的、突出的地方记录下来，最后整合成自己的用语。切记，是整合而不是抄袭，整合后需要优化和创新。
2. 列出自己商品的重要特性，这些特性通常都包含重要的关键词。
包括产品的尺寸、功能、产品特点、用途、优势、材质、外观、设计结构、附加功能、如何使用等。第一个卖点讲究的是最能吸引顾客的点，直接区分其他产品的不同，激发购买欲，可以写产品最大的特色。最后一个卖点一般写上促使买家放下顾忌，直接购买的句子。没什么可写的时候，附上保质期、赠品等等。
在列出的时候，采用标题式的写法！
3.说明清楚这些特性为什么重要？能带给买家什么样的好处？能解决什麽样的问题？
在第二步的基础上优化描述。说明清楚这些特性为什么重要？能带给买家什么样的好处？能解决什麽样的问题？
注意：现在Listing Bullet Points 的字数从原本的2000 字更改为500字，也就是说1-5 Product Features 限制为 500字，每个Product Feature不能超过100字。且不能有特殊字元，例如：(, , )。这个只影响新上架的Listing ，旧的Listing Bullet Points 超过500字是不会被强迫更改的。
4.接着以大写标示每行的重点标题，描述句加以修饰顺便加一些关键词让 Bullet Points 变得完美。
5.如果需要的话可以到一些付费网站上检测一下短语描述的语法正确与否。或者直接让老外最终审核下文案。
产品上传完一段时间之后，如果觉得不是很理想的话，可以不断的优化。以下是几个可以适当借鉴的小建议：
1.主要竞争对手卖点分析，选择适合自己的去修改
2.之后累积的顾客常见关键词、PPC中效果不错的关键词
3.句子描述中语言本地化、生活化，精简化的不断修改
4.顾客review/feedback、沟通中涉及的产品突出点（卖点、生活场景等）
