所谓五点描述是亚马逊listing的重要组成部分。在PC浏览器中，可以直接在图片旁边、产品型号下方找到它。因此，它们通常会在页面的首屏出现。
五点描述的作用
卖点是 Listing 中仅次于标题的内容，它也是亚马逊识别 Listing 与关键词相关的重要部分，具体作用如下：
展示优势：在众多的五点描述展示里，差异化是产品卖点的核心，亚马逊上面那么多卖家，产品那么多，买家为什么要选择你？就是要通过差异化突出你的优势。短短的几句话，覆盖到消费者所有的关切点，也可以大大提高转化率。
解决疑虑：Bullet points展示的是产品的相关信息，能够帮助顾客解决对产品的一些疑虑。
促进消费：Bullet points就是描述产品的卖点，能让顾客一眼看上去就被吸引，从而提高顾客下单的几率。Bullet points的字数不多，阅读起来十分方便，并且简洁易懂。它的存在更像是一个摘要，顾客能快速浏览，迅速地知道这个产品的功能、用处以及特别的地方。
还有一个最重要的原因：五点描述与亚马逊搜索的标题和一般关键字一起编入索引。因此，通过在五点描述中使用关键字，您可以优化您的亚马逊列表并提供更高的可见性。
利用亚马逊五点描述优化链接的方法
1、考虑“产品解决了什么问题？”
例一：L型书桌产品描述：“If you have spacelimitations, the compact ‘L’ desk is a great alternative”。
例二：勃朗宁折刀：“We arealways looking for knives with unusual locks, especially those that seem tooffer a better way of releasing the lock. This knife from Browning fits thatbill”。
这两款产品直接向买家揭示了它能解决的问题，有需要的买家一目了然。没有意识到自己有这方面需要的买家，也可能会恍然大悟自己也有这些需求，就顺便购买了。
2、考虑“这个产品有什么人在用 ”
例一：麦克风描述：“Singersabsolutely love the sound of this mic! Speakers love the depth and clarity itgives their voice!。
例二：坚果描述：“Nut loversand tin collectors rejoice. We’ve packed a Great Pumpkin design tin with 6smaller tins of honey roast peanuts, pistachios, spicy peanuts, cashews, fancymixed nuts and smoked almonds”。
这个描述直接面向产品的目标受众做出呼唤，很有感召力。
3、从产品的历史或成分入手
例一：服装描述：“Thirtyyears ago, we introduced a warm, double-layer shirt inspired by the onesnorth-woods log drivers wore to stay warm through long, damp days working onthe river ”。
例二：雨伞描述：“Originallydeveloped by an awning manufacturer, the heavy-duty 6-oz. cotton also resistswind and will repel the moisture of a light drizzle”。
描述从产品的成分或历史入手，向买家传递出卖家对于产品品质的认真态度。
4、产品是如何升级的？
例一：“This year,our wind-tunnel tested Slice Aero frame is 50 grams lighter than last year” 。
例二：“Before now,it was very expensive to print full-color, professional-quality album insertsin quantities less than 300. Those days are over. Now you can get beautifulalbum inserts that won’t break your budget!”。
告知消费者你对产品优化做出的努力，让他们感受到产品确实在变好。
5、与大众文化挂钩
例：“Seven justbecame your lucky number. Don’t believe in luck You will after you get yourhands on this sensational snack collection [It has seven ingredients.]”。
6、从产品的季节性或使用场合入手
例一：“You’ll findyourself reaching for them any time the weather turns chilly”。
例二：斜纹棉布裤：“When theweather calls for shorts but the occasion doesn’t, these lightweight chinos arean ideal alternative。”
例三：“Perfect forrewarding a team for a job well done or top performers for contributing themost to the company’s annual profits”。
7、产品不可超越的点
例：“The look ofreal wood without the maintenance, thanks to a durable scratch- andstain-resistant laminate finish ”。
8、从产品的感官入手
例：“These pantsmay look like wool, but they’re actually made of ultra-soft cotton foritch-free comfort all season long”。
9、产品意想不到的组合
例：“Combineselegance with the durability, versatility and functionality needed by today’soffice”。
10、产品可能呼唤起的情感
例：“The rich bison leather of our finest hands ewns will remind youof the classic hunting lodges of the past, as will the timeless comfort oftheir hand-stitched construction”。
11、与品牌联盟
例一：“We’veworked with Smith Optics to create a pair of polarized sunglasses with the bestfeatures for outdoor sports at a terrific price”。
例二：“We workedwith traditional European shoemakers to design high-quality clogs that providenatural, lasting comfort – at a great price”。
12、介绍产品使用方式的多样性
例一：“You caneven leave the center pole at home and simply hang the center peak of the tentfrom a limb for a lightweight spike camp”。
例二：“Thedurable style of Ambience allows you to start small and add pieces as youroffice changes”。
13、陈列多个产品值得购买的理由
例一：“This is souniversally useful that you will want one in your desk drawer, one for yourhunting gear and of course one in the tool drawer in your kitchen”。
例二：“Our giftcertificates can dissolve your holiday shopping dilemmas in a moment, sincethey’re good for any of our pampering services for women or men. Buy ten at atime and we’ll even give you a 5% discount off the total dollar value”。
14、使用指南
例一：“Just unroll this portable multipurpose blanket anywhere youradventures take you ”。
例二：“A simple tap illuminates the clock for night viewing”。
15、产品名的相关故事
例一：“It’s calledSimplicity for a reason — simple to order, simple to assemble and simple toexpand as your needs grow ”。
例二：“The name[Comfort Mocs] says it all — we’re sure you’ll agree just as soon as you slipon a pair”。
16、透露产品的弱点
例一：“Not asreliable as the Professional Premium, but has a good frequency response. Goodfor voice and limited music duplication”。
17、为什么产品价格这么“美丽”
例一：“Because thisset is made in Bker’s factory in Argentina which is experiencing a terribleeconomic situation, the price is extremely good”。
例二：“Our Fridaylunchtime special massage costs just $20 because the massage therapists in thattime slot are students in their final 100 hours of training”。
推荐阅读《亚马逊近期各类问题汇总及解决办法》
文章来源：https://www.ikjzd.com/articles/155944
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