亚马逊卖家如何定价？

Core Insights - Pricing strategy is crucial for Amazon sellers, as it significantly impacts sales volume and profitability. Setting prices too high can deter buyers, while setting them too low can lead to insufficient profits and potential accusations of unfair competition. Group 1: Factors Influencing Pricing - Understanding the cost structure is essential, including procurement costs, logistics, storage, packaging, platform commissions (typically 8%-15%), and promotional expenses [3] - Market conditions must be analyzed, as sellers need to be aware of the price range of similar products offered by competitors on the platform [4] - Seller positioning is important; sellers must decide whether to focus on volume sales or brand quality, which will influence their pricing strategy [5] Group 2: Competitive Analysis - Sellers should conduct competitor analysis by searching for keywords on Amazon to observe the price range of top products. Pricing should be set within a reasonable range, slightly below leading competitors or in line with the majority, while using promotions to attract customers [6] Group 3: Strategies for New Sellers - New sellers may consider setting initial prices slightly lower to attract early orders and feedback, for example, pricing at $17.9 or $18.5 when the market price is $19.9 [7] - Once a seller has gained sufficient reviews and rankings, they can gradually increase prices to align with market averages [8] - Combining lower prices with advertising can enhance sales volume, allowing for smoother price adjustments later [9]