一位本土賣家的分享：亞馬遜產品合理定價三部曲

格蕾絲來找我要一些建議。

最近，她決定在亞馬遜推出一款新產品，對此她非常激動。 這也是她的第一款產品。

她花了很多時間查看亞馬遜的產品類別，也通過谷歌Trend和其他營銷報告進行了一些研究。 最終，她確定了自己要投放的產品——廚房清潔劑。

這個產品有巨大的市場潛力，而且似乎有足夠的空間來拓展她的產品線。 她對產品的想法包含了成功推出一款產品的所有要素。

但現在，想法就要變成現實了。 她已經可以開始訂購併將產品運送到亞馬遜FBA了，但她還想解決一個困惑點。

她想確定產品的售價。

此前，她從兩方面都聽到過成功的故事。 一些賣家因為其售價低而獲得了更高的銷量。 而另外一些賣家表示他們的秘訣是產品售價高。 但她不確定自己是否應該借鑒他們的辦法，因為自己獲得的信息量讓她非常困惑。

所以她問了我這個問題，「產品合理定價的基礎是什麼？」

有人曾經寫過關於產品定價的一整套書，所以這並不是一個容易的問題。 但是我知道格蕾絲想要一個簡單的答案。

所以，我給她的建議是任何一個亞馬遜新手我都會給到的建議——我的亞馬遜產品合理定價三部曲。

這也是每個品牌都想確定的點，也是為什麼這麼多人都在不斷測試自己的產品定價，將其提高5％或降低10％，或者將價格尾數定為.97而不是.99。 每個品牌都想在「過高」和「過低」中間找到「平衡點」。 而亞馬遜賣家也是如此。

因此，無論你準備投放第一款產品，或是一年以後，打算推出第三款產品，你都需要認真考慮以下步驟，來評估自己的定價。 這三點總是能夠讓你重新找到自己的合理定價。

第一步：研究你的競爭對手

格蕾絲準備確定其產品售價時，她還得看看競爭對手的定價。 這樣有助於她確定其產品在市場上的價格合理性範圍。

價格合理性是指產品可接受的價格範圍。 例如，如果你決定售賣自己品牌的速熱米飯，你會發現一般的合理價格範圍在1.19美元到3.5美元之間。

因此，格蕾絲研究了她排名前五的競爭對手，並且記下了他們對8盎司的瓶裝除垢劑的定價。 其價格是：

所以，通過查看錶中的主要指標，格蕾絲可以確定她的定價範圍應在2.75到4.5美元之間。這並不是說她的售價不能超出這個範圍，但她有更好的理由將售價控制在這個範圍之間。

迄今為止，格蕾絲了解的只是合理的定價範圍，但現在她要做什麼呢？ 試著將售價定為高於或低於其對手的價格嗎？

為了做出明智的決定，格蕾絲需要完成第二步和第三步。 但是在繼續之前，讓我給出關於第一步的警告。

定價低於競爭對手可能非常具有吸引力。 看著對手的售價，或許格雷斯會把她的清潔劑定為2美元。 她可以投放一個廣告，將對手的產品和自己的產品羅列出來，請客戶自己進行「比較和決定」。 客戶會因為更低的價格而動搖嗎？

不一定。 實際上，研究發現，降低產品定價可能會對產品造成兩點不利影響。

第一，降低產品定價可能降低其感知價值。 對於重要產品，你就很容易想到這一點。 如果你想買咳嗽藥，你會購買價格比其他品牌低5美元的葯嗎？ 應該不會吧。 當一個沒有知名度的品牌想要以較低的價格進入市場時，人們自然會起疑。

第二，研究還表明，當某些品牌要求客戶比較價格時，結果通常不會很理想。 由於某些原因，客戶會認為他們受到了某種錯誤操縱。 然而，在沒有任何事先建議的情況下，當客戶自己想要進行比較時，他們通常會選擇價值量更高的產品。

當然，定價高於你的競爭對手也可能是一種誘惑。 但是，只有當你的產品具有顯著的不同，能夠支撐起這個價格時，實現更高的定價才有可能。 如果沒有強大的客戶基礎，你需要給潛在的買家一個理由，才能說服他們為你的產品花更多的錢。

第二步：研究你的COGS（銷售成本）

既然你已經了解了自己的價格範圍，現在是時候看看你能否通過採購貼有自己標籤的產品來獲取利潤了。 你要聯繫自己的產品供應商，並對你感興趣的產品進行估算，只有這樣你才能開始確定自己產品的實際價格。

銷售成本是指產品的製造成本。 例如，如果你採購梳子，你會想要知道每個梳子的成本，包括原材料和加工費。 通常來說，製造商會在估算過程中給你提供這個信息。

所以，如果格蕾絲要估計自己的廚房清潔劑的成分，她要知道自己每一瓶的COGS。 我們假設她聯繫到的製造商給了她以下估計數據：

如果格蕾絲決定以最低估計價格（$ 0.46）購進，並以7美元的價格售出，那麼她每瓶的預計盈利約為6.54美元。 太棒了！ 但這個數據準確嗎？

並不那麼準確。

即使格蕾絲知道自己的COGS，她也需要考慮不與供應商直接相關的其他費用和開銷。 這可能包括設計和生產瓶子標籤的成本，亞馬遜對每件產品收取的服務費，以及與該產品相關的廣告或贈品成本。 一旦將這些費用考慮在內，格蕾絲要確定她7美元的定價是否可行。

所以格蕾絲重新製作了下面的表格：

請注意，格蕾絲最初的COGS是重要的，但它沒有清晰地給出利潤率。 現在，所有費用都包括在內了，她每瓶的總成本是5.40美元，使得其總利潤只有1.60美元。現在格蕾絲可以調整她的定價以提高其利潤率了。 在這一點上，格雷斯7美元的售價似乎不足以達到理想的利潤率。

當然，這個利潤率也可以通過購進更多的產品和降低供應商的單件成本來實現。 那麼，如果格蕾絲能夠大幅度提高其銷量，她就能賺取足夠的利潤以持續發展其亞馬遜業務了。

定價之前一定，一定，一定要確定你的COGS和利潤率。

第三步：研究你的客戶

亞馬遜賣家經常忽視的一個重要因素就是他們的典型客戶群體。 當然，剛開始的時候，你還不知道自己的客戶群體是哪些，但你可以想像你期望其購買你產品的那些人。

問題在於，新的賣家經常會將售價定為遠高於競爭對手和自己利潤率的價格，完全忘了問自己這個問題：「客戶會為我的產品支付這麼多錢嗎？」

請記住，你要避免定價的兩個極端。 你不希望人們來找你只是為了討價還價吧。 這不是一個長期的銷售策略。 如果客戶看到你的產品具有高價值量還行，但你一定不想成為知名的亞馬遜跳蚤市場。

但同樣，以高價格進入亞馬遜市場也是很難的。 如前所述，如果一個新的產品要以昂貴的售價進入亞馬遜市場，它最好與競爭對手具有價值意義上的區別或明顯的不同。 想想客戶是否為了購買高檔產品而來亞馬遜也很重要。 從你的產品利基來看，這或許也不大可能。

回到格蕾絲的情況，她設想自己產品的主要購買群體是廚房裡的媽媽們，而不是商業廚房中的工人。 她知道媽媽們經常尋找打折商品，而不是高價位的產品。 除此之外，家用廚房清潔劑不一定屬於高端產品類別。

所以可能格蕾絲不能將其產品定價為每瓶10美元，除非她的清潔劑與其競爭對手相比有明顯的優勢。 她不僅要問自己能夠從廚房清潔劑中賺取多少利潤，還要問媽媽們願意為廚房清潔劑支付多少錢？

從一開始，你就需要考慮兩個相同的因素：你產品市場中的客戶是否願意支付你的售價，尋找你的產品的顧客是否願意支付你的售價？ 不要害怕測試不同的價點，這樣可以用真實數據回答這些問題。

另外的定價方法

價格錨定

價格錨定是指將你的價格與另一個更高的價格放在一起，使客戶覺得你的價格十分划算。 購物的時候，你總是可以看到這樣的場景，即使你對產品並不熟悉。

每次你看到電視購物廣告，發言人總是會從一個問題開始：「對於這樣的產品，你期望的價格是多少呢？100美元？ 200美元？」這些價格其實是心理暗示，就好像在說：「這款產品的售價應該是200美元」

但是接著播音員就會說：「但這個產品的實際價格只有59.99美元。」而相對於200美元，59.99美元聽起來就像是偷來的那樣划算。 播音員甚至會將實際價格作為另一個錨點，說道 「但是如果30分鐘內撥打電話，只要29.99美元，你就能得到這款產品。」說實話，這款產品的實際價值可能只有12.99美元，但是首先錨定更高的價格，29.99美元就很便宜了。

在亞馬遜上，通過在Amazon產品listing的後台設置高於你的實際售價的價格，經常發生價格錨定。

但是，當你宣傳自己的價格時，盡量把它放在更高的價格旁邊。

數字9的魔力

有證據表明，以數字9結尾的價格通常能創造出比以隨機數字結尾的價格更高的業績。 有足夠的研究證明尾數9的魔力，這些價格被稱為「魅力價格」，所以格雷斯或許會將其價格設定為6.99美元或7.49美元。

然而，Derek Halpern在Social Triggers上爭論道，沒有任何研究能夠證明數字9在線上銷售的作用。 你自己決定是否要進行嘗試。

提供中間選項

雖然這可能不適用於那些剛開始在亞馬遜銷售的賣家，但隨著業務的繼續拓展，提供中間選項可能會派上用場。

研究表明，提供兩種產品選擇的品牌，可以通過創建中間選項來增加其售價更高的產品的銷量。 讓我通過格蕾絲的相關例證來進行解釋。

我們假設，格蕾絲最終擴大了其產品選擇，不僅提供了16盎司瓶裝，售價為7美元，而且還提供了8盎司瓶裝，售價為3.75美元。 如果研究是正確的，格蕾絲可以引進一個10盎司瓶裝的中間選項，售價為6.50美元，客戶會更傾向於價格較高的16盎司瓶裝。

最初產品選項

插入中間選項

當然，很少有顧客會購買10盎司瓶裝，因為它的價格過高，但把它放在那裡，暗示16盎司瓶裝是非常划算的。 最後，這是價格錨定更微妙的一種形式。

結語

通過將你的競爭對手，銷售成本以及客戶群體納入考慮範圍，你會對亞馬遜產品定價做出更明智的決定。

但是，一旦你考慮到了這些，就不要猶豫，嘗試不同的定價。 或許格雷斯可以在兩周或三周之內，將價格定為7美元，然後在另外三個周，將價格改為6.99美元。 她可能會發現一分錢的差異能使客戶更樂意購買其產品，從而增加了銷量。

最後，你可以做出產品定價的最終決定了。 所以，從這三個方面進行全面考慮，然後做出明智的決定。

本文來自國外網址：

（做個小廣告：我們贏商薈有專門的外貿路由器，可直接訪問Facebook、Twitter等國外網址，穩定、安全、快速，絕對是跨境賣家的必備工具。購買請聯繫我們的客服）

附原文

Follow These Three Steps to DetermineYour Amazon Product Pricing Sweet Spot

Grace came to mefor some advice.

She wasextremely excited about her recent decision to launch a new product on Amazon.It was her first one.

She』d taken hertime and looked through several Amazon categories. She had done some researchthrough Google Trends and other marketing reports. And she had finally naileddown the niche she was going to conquer - kitchen cleaners.

It had a load ofpotential and appeared to have enough room to expand her product line as well.Her product idea had all the makings for a great product launch.

But now, it wasbecoming real. She was actually on the edge of pulling the trigger on orderingand having the product shipped to Amazon FBA. She just wanted to get one morepiece of the puzzle in place.

She was tryingto determine her pricing.

She had heardsuccess stories from both sides of the spectrum. Some sellers were selling morebecause they priced low. Other sellers claimed their secret was to price high.But she wasn』t sure she should cut and paste their solutions onto her ownproduct. The amount of information was confusing.

So she asked methe question, 「What are the basics of finding the right price for my product?」

Now there arepeople who have written entire books on pricing, so it』s not an easy question.But I could tell Grace wanted a simple answer.

So I gave herwhat I』d give anyone who』s just starting out in their first Amazon business -my three step process to determine your pricing sweet spot.

That』s whatevery brand is attempting to find which is why so many are constantly testingtheir product pricing by raising it 5% or lowering it 10% or ending it in .97instead of .99. Every brand is trying to find the 「sweet spot」 right in themiddle of 「too high」 and 「too low」. Amazon sellers are no different.

So whether you』re just launching product #1 or one year into product #3, you』llwant to think through the following steps to evaluate your pricing. These threesimple points will always bring you back to center on where your pricing sweetspot actually should be.

STEP ONE: STUDY YOUR COMPETITION

As Grace isgetting ready to determine her pricing, she has to look at the pricing of hercompetitors. This will help her determine the range of price legitimacy herproduct has in the market.

So Graceresearched her top five competitors and logged their own pricing for an 8 ouncebottle of degreaser. Their prices were:

So by looking atthe major players in her category, Grace can determine that a general range forher pricing should be between $2.75 and $4.50. It doesn』t mean she can』t go higher or lower in pricing, but it meansshe better have a good reason for doing so.

All Grace has sofar is a legitimate pricing range, but now what does she do? Does she try toprice in the higher or lower range of her competitors?

In order to makean informed decision, Grace needs to complete step two and three. But before wemove on, let me point out a warning associated with step one.

It might betempting to think about pricing lower than your competitors. Perhaps Gracelooks at her competitor』s pricing and decides she』ll price her cleaner at $2.She could run an advertisement which lined up her product with their productsand ask customers to 「compare and save」. Wouldn』t customers be swayed by lowerpricing?

Not necessarily.Actually, studies have found that pricing your product lower can have twonegative influences on your product.

First, pricingyour product lower can give it a lower perceived value. You can imagine thiseasily with important items. If you are shopping for a cough medicine forcongestion issues, would you buy a brand that is $5 below the cost of everyother brand? Probably not. When a brand without name recognition tries to enterthe market at a lower cost, people are naturally suspicious.

Secondly, studies have alsoshown that when brands ask customers to compare prices, the results arenegative. For some reason, customers assume they are being somehow falselymanipulated. However, when customers are allowed to make comparisons on theirown without any prior suggestions, customers will typically choose the bettervalue.

Of course,pricing higher than your competitors may also be a temptation. However, ahigher price can only be possible if you have a strong differentiation thatjustifies the price. Without a strong customer base, you will need to persuadepotential buyers to see a reason to pay more.

STEP TWO: STUDY YOUR COGS (Cost of GoodsSold)

Now that youhave an idea of the price range available to you, it』s time to see if you canmake a profit by sourcing your own private label product. You』ll need tobegin contacting suppliers in your niche and getting estimates on the productyou』re interested in. Only then can you begin making decisions about youractual price.

The Cost ofGoods Sold refers to the manufacturing cost of your product. So for example, ifyou were sourcing hair brushes, you』d want to know how much each hair brushwould cost including both materials and labor. Usually, the manufacturer willgive you this information during the estimate.

If Grace decidesto go with the lowest estimate ($0.46) and sold her own brand for $7, she couldestimate that she would make about $6.54 per bottle. That』s remarkable! But isthat accurate?

Not necessarily.

Even thoughGrace has her COGS, she』ll need to think through other expenses and overheadnot directly related to the supplier. This might include the cost of design andproduction of labels for the bottles, the cost of Amazon』s fees per product,and possibly the cost of advertising or giveaways associated with that product.Once those fees are factored in, Grace will determine if her $7 price tag isfeasible or not.

So now Grace reworksher chart to look more like this:

Notice howGrace』s initial COGS was important but didn』t give the best picture of herprofit margin. Now, with all fees included, her total cost per bottle is $5.40,making her total profit only $1.60. Grace can now make adjustments to herpricing to increase her profit margin. At this point, it seems Grace』s $7 pricepoint isn』t enough to hit an ideal profit margin.

Of course, thisprofit margin might be helped by buying a larger quantity and reducing the costper bottle from the supplier. Then, if Grace can increase her sales to a largenumber, she may be making enough to maintain a sustaining business on Amazon.

Always, always,always determine your COGS and profit margin before setting your price.

STEP THREE: STUDY YOUR CUSTOMER

One importantfactor often overlooked by Amazon sellers is their typical customer base. Ofcourse, when you』re just starting out, you won』t know who your customer base isyet, but you can probably imagine the kind of people you want to purchase yourproduct.

The problem isthat new sellers often begin pouring over competitors numbers and their ownprofit margin numbers and completely forget to ask the question, 「But willcustomers pay that much for the product?」

Remember, you』llprobably need to avoid the two extreme ends of pricing. You don』t want peoplecoming to you simply looking for a great bargain. That won』t result in along-term sales strategy. It』s okay if customers see your product as a goodvalue, but you don』t necessarily want to be known as the flea market of Amazon.

But it might bedifficult as well to enter the Amazon market with a high-end price as well. Asmentioned before, a new product better have a very valuable and cleardifferentiation from it』s competitors if it』s going to enter Amazon wearing anexpensive price tag. It』s also important to consider whether customers come toAmazon to purchase high-end products. Depending on your product niche, this maynot be the most likely scenario.

Back to Grace.Grace envisions her own product being purchased primarily by moms in thekitchen and not by commercial kitchen workers. She knows that moms are oftenlooking for deals and not necessarily for high-priced product. Besides this,the residential kitchen cleaner niche isn』t necessarily a high-end category.

So Graceprobably can』t decide to charge $10 per bottle unless her cleaner had adistinct advantage over her competitors. She needs to not only ask how much canI make from a kitchen cleaner product but also how much will moms pay for akitchen cleaner?

Starting out,you』ll need to consider the same two factors: Are customers in your nichewilling to pay your price, and are customers looking for your product willingto pay your price? Don』t be afraid to test different price points in order toanswer those questions with real data.

Additional Pricing Methods

Price Anchoring

Price anchoringrefers to placing your price alongside another higher price point making thecustomer feel that your price is a deal. You see this all the time while youshop though you may not be familiar with the term.

Whenever you watchan infomercial, the spokesperson will always begin with a question: 「What wouldyou expect to pay for a product like this? $100? $200?」 Those prices are mentalsuggestions. It』s like saying, 「We should really charge you $200 for thisproduct.」

But then theannouncer says, 「But the actual price for the product is only $59.99.」 Andcompared to $200, $59.99 sounds like a steal. The announcer may even use theactual price as another anchor. 「But if you call in the next 30 minutes, youcan get the product for only $29.99.」 Truth be told, the product may only beworth $12.99, but by anchoring the price to higher prices first, $29.99 is agreat deal.

On Amazon, priceanchoring will usually take place by setting the price higher than your actualsale price in the backend of your Amazon product listing.

But whenever youadvertise your price, try to anchor it next to a higher price.

The Power of 9

There is evidence thatprices ending in the number 9 usually outperform prices with alternate endings.There is enough studies verifying the power of the 9 ending that these pricesare called 「charm prices」, so Grace may want to set her price at $6.99 or$7.49.

However, DerekHalpern over at Social Triggers argues that thereare no studies proving that the 9 magic works with online sales. It』ll be up toyou to decide whether you want to try it or not.

Offering a Middle Option

Though this maynot apply to those starting with their first product on Amazon, offering amiddle option may come in handy as you continue to expand your business.

Studies have shown that brands who offertwo product choices can increase the sales of the higher priced product bycreating a middle option. Let me explain by way of an illustration related toGrace.

Let』s say thatGrace eventually expands her product choices and offers not only a 16 oz.bottle for $7 but also sells an 8 oz. bottle for $3.75. If the studies arecorrect, Grace could introduce a middle option, a 10 oz. bottle for $6.50, andcustomers would gravitate toward the higher priced 16 oz. bottle.

Original Product Selection

Inserting a Middle Option

Now, of course,very few customers would ever purchase the 10 oz. bottle because it』s wayoverpriced, but placing it there suggests that the 16 oz. bottle is a greatdeal. In the end, it』s a more subtle form of price anchoring.

Conclusion

By taking intoconsideration your competition, your cost of goods sold, and your customerbase, you』ll be making a much more informed decision about setting the price ofyour Amazon product.

But once you』vefactored each of these in, don』t hesitate to experiment with different pricing.Perhaps Grace could set her price point at $7 for two or three weeks, thenchange the price to $6.99 for another three weeks. She may find that the pennydifference makes customers feel slightly better about their purchase andincreases sales.

In theend, you get to make the ultimate decision about your pricepoint. So do it wisely with plenty of consideration for these three areas.

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