在跨境电商领域，亚马逊作为全球最大的电商平台，英语沟通能力是卖家必备的核心技能之一。无论是与客户交流、处理订单还是优化产品列表，掌握亚马逊常用英语表达都能显著提升运营效率和专业度。本文将为您梳理跨境电商亚马逊运营中的关键英语词汇和表达方式。

一、亚马逊平台基础术语

  1. ASIN (Amazon Standard Identification Number) - 亚马逊标准识别码，每个产品在亚马逊上的唯一标识符

  2. FBA (Fulfillment by Amazon) - 亚马逊物流服务，卖家将库存发送至亚马逊仓库，由亚马逊负责包装和发货

  3. FBM (Fulfillment by Merchant) - 卖家自行履行订单，负责存储、包装和运输商品

  4. Buy Box - 黄金购物车，产品详情页右侧的购买区域，赢得Buy Box对销量至关重要

  5. SKU (Stock Keeping Unit) - 库存量单位，卖家为产品分配的内部识别码

二、产品列表优化关键词

  1. Product Title - 产品标题，需包含核心关键词且符合亚马逊字符限制

  2. Bullet Points - 产品要点，突出产品特性和优势的短句列表

  3. Product Description - 产品描述，详细介绍产品功能和规格

  4. Search Terms - 搜索词，后台填写的关键词，影响产品搜索排名

  5. Backend Keywords - 后台关键词，不在前台显示但影响搜索的相关词汇

三、客户服务常用表达

  1. Order fulfillment - 订单履行 “Your order is in the fulfillment process and will be shipped soon.”

  2. Shipping confirmation - 发货确认 “We’ve shipped your order via USPS with tracking number XYZ.”

  3. Return request - 退货请求 “We’ve received your return request and will process it within 2 business days.”

  4. Refund processed - 退款已处理 “Your refund has been processed and should reflect in your account within 3-5 business days.”

  5. Product inquiry - 产品咨询 “Thank you for your inquiry about our product specifications. Here are the details…”

四、广告与促销术语

  1. PPC (Pay Per Click) - 按点击付费广告 “Our PPC campaign has a 3.5% conversion rate this month.”

  2. ACoS (Advertising Cost of Sale) - 广告销售成本比 “We aim to keep our ACoS below 20% for profitable campaigns.”

  3. Sponsored Products - 赞助产品广告 “Running Sponsored Products ads can increase your product visibility.”

  4. Lightning Deal - 限时秒杀 “Our Lightning Deal will run for 6 hours with 30% discount.”

  5. Coupon - 优惠券 “Claim this 15% off coupon at checkout.”

五、绩效指标与账户健康

  1. ODR (Order Defect Rate) - 订单缺陷率 “Maintaining ODR below 1% is crucial for account health.”

  2. Late Shipment Rate - 延迟发货率 “Our late shipment rate is 0.8%, well below Amazon’s threshold.”

  3. Pre-fulfillment Cancel Rate - 订单取消率 “We monitor our pre-fulfillment cancel rate daily to avoid penalties.”

  4. Valid Tracking Rate - 有效追踪率 “All FBM orders must maintain 95% valid tracking rate.”

  5. Customer Feedback - 客户反馈 “Positive customer feedback improves our seller rating.”

六、实用沟通模板

处理差评模板： “Dear [Customer Name], We sincerely apologize for your unsatisfactory experience with our product. Your feedback is invaluable to us. Please contact us directly at [email] so we can make it right. We value your business and hope to serve you better in the future. Best regards, [Your Name/Team]”

缺货通知模板： “Dear Valued Customer, We regret to inform you that the item you ordered is currently out of stock. Expected restock date is [date]. We can: 1) Process a full refund immediately 2) Ship when available 3) Offer a similar alternative. Please let us know your preference at your earliest convenience. We apologize for any inconvenience caused. Sincerely, [Your Name/Team]”

掌握这些亚马逊常用英语表达不仅能提升您的专业形象，还能有效减少沟通障碍，优化运营流程。建议卖家建立自己的常用语库，并根据实际情况不断补充完善，以适应亚马逊平台的各种场景需求。