大家好，我是John Z. 我在跨境电子商务和境外网络品牌建设领域已经走过7个年头，我尤其在亚马逊3P和VC领域有比较多的见解。

今天我来跟大家深入地理解Amazon搜索引擎眼中的Listing是什么样子，从系统识别Listing的构造推断出多个影响排名的因素。

大家都在聊A9数据，A9算法，A9排名。

其实A9的精确因素是什么，貌似一直没有人聊起。

搜索引擎不是人类的大脑，即使在人工智能、机器自我学习、深度计算高潮迭起的今天，机器对语言的处理仍然有待提升。以下是我通过技术手段获取的亚马逊Listing的构造结构因素列表。我姑且起名叫它：

Intercept Engine –诊断拦截引擎。简称“IE”。

IE看待Listing的主要模块有前端的

- Subject

- Bullet Points

- Product Deion

- Product Details

- Photos

还有后端的

- Back-end Search Terms

- 其他琐碎的属性，目录树节点等..

从IE的角度来看，IE主要负责

- Subject

- Bullet Points

- Product Deion

它制定了相关的死规则，来判断该Listing出现了什么问题，是否会被拦截。之所以叫拦截，那是该名字是Intercept, 拦截我们可以想象为负分的权重。当然，这些拦截并不会拦截该Listing不被亚马逊搜索引擎搜索得到，但是负分权重，是有的。具体是多少分，我不得而知。

下面是正文。

Subject/产品标题

拦截引擎有以下规则

"is_adult_product"

"is_attribute_value_contains_html_tags"

"are_words_capitalized_exception"

"current_winning_values"

"attribute_value_contains_pricing_information"

"attribute_value_list"

"show_error_message"

"attribute_value_contains_promotional_message"

"are_words_capitalized"

"is_attribute_value_abusive_in_sexual_wellness_with_reason"

"are_units_abreviated"

"are_words_in_all_caps"

"are_numerals_spelled_out"

从以上IE的规则清单上看，一个listing上面有10几个我们平时没有注意的细节。

我们大可以忽略，甚至不修正，也不会有问题，但是里面的负分权重，大家后面可以掂量。

在大家对Listing精细化运营日益变态的今天，这些规则，我们必须修正。

Show Error Message这一拦截信息，我发现我们长达6-7年的Listing仍然会有Error出现，更有甚者是Warn的标签提示。

规则清单

"numerals_list"

"zero,one,two,three,four,five,six,seven,eight,nine,ten,eleven,twelve,thirteen,fourteen,fifteen,sixteen,seventeen,eighteen,nineteen,twenty,thirty,fourty,fifty,sixty,sevety,eighty,ninety,hundered,thousand,lakh,million,crore,billion,trillion",

"restricted_characters"

"!,#,$,%,&,*,+,?,^"

"abusive_words_sexual_wellness_list":"apeshit,ass,asshole,assholes,bastard,bast**d,batshit,beatoff,beatoffs,birdshit,bitch,blowjob,blowjobs,bs,bullcrap,bullshit,bullshti,bullshtity,bullshtiy,bullsiht,bullsihtty,bullsihty,chickinshit,cocksuck,cocksucked,cocksuckeds,cocksucker,cocksuckers,cocksucking,cocksucks,cum,cumslut,dickhead,dickheads,dicks,dicksuck,dicksucker,dicksuckers,dicksucks,dipshit,d**k,dogshit,dogshits,dood,doody,douchbag,douchbags,douche,douchebag,dumbshit,dyke,fag,fck,f*ck,felch,felched,felcher,felching,f*ing,f__k,f**k,f*#k,f#@k,f##k,fuc,fucc,fuck,fucked,fucker,fuckersfucket,fucking,fuk,fu_k,fu*k,fuk,fukk,fuqu,furtling,goatse,horseshit,jackass,jackoff,jackoffs ,jackshit ,jackshits ,jerk,jerkoff,jerkoffs ,jis ,jisem ,jisim,jising ,jiss ,jissem ,jissim ,jissing,jissum,jisum,jiz,jizem,jizim,jizing,jizum,jizz,jizzem,jizzim,jizzing,jizzum,limpdick,moron,nutsac,nutsack,nutsak,pecker,peckers,peckerwood,peckerwoods,phuck,phucked,phucker,phuckers,phucket,phucking,phukk,phuqu,piggery,piss,poop,poopy,p**p,rape,raped,semen,shit,shitface,shitfor,shithead,shittie,shittier,shittiest,shitting,shitts,shitty,shittyr ,shittz ,sh_t,sh!t,sh*t,smack_my_bitch_up ,snatch,snatches,snatchs,snatchz ,s**t,tubesteak ,twat ,wank,wtf, anal,Affenschei\u00dfe, Arsch, Arschloch,Bastard, Hexe,einen blasen, Schwanz,Schwanzlutscher, Schwanz lutschen, Nutte, ficken, Fick, Wichser, Fotze,M\u00f6se,Wichser, wichsen, Schei\u00df, schei\u00dfen, Sack, Dreck,Drecksack"

"abusive_words_list":"normalabusive,anal,apeshit,ass,asshole,assholes,bastard,bast**d,batshit ,beatoff ,beatoffs ,birdshit ,bitch,blowjob,blowjobs,bs,bullcrap,bullshit,bullshti ,bullshtity ,bullshtiy ,bullsiht,bullsihtty,bullsihty ,chickinshit ,cock,cocksuck,cocksucked ,cocksuckeds,cocksucker,cocksuckers,cocksucking,cocksucks,cum,cumslut,dick,dickhead,dickheads,dicks,dicksuck,dicksucker,dicksuckers,dicksucks,dipshit,d**k,dogshit,dogshits,dood,doody,douchbag,douchbags,douche,douchebag,dumbshit,dyke,fag,fck,f*ck,felch,felched,felcher,felching,f*ing,f__k,f**k,f*#k,f#@k,f##k,fuc,fucc,fuck,fucked ,fucker,fuckers,fucket,fucking,fuk,fu_k,fu*k,fuk,fukk,fuqu,furtling,goatse,horseshit,jackass,jackoff ,jackoffs ,jackshit ,jackshits,jerk,jerkoff,jerkoffs,jis ,jisem,jisim ,jising ,jiss ,jissem ,jissim,jissing ,jissum,jisum,jiz,jizem,jizim,jizing,jizum,jizz,jizzem,jizzim,jizzing ,jizzum,limpdick,moron,nutsac,nutsack,nutsak,pecker,peckers,peckerwood,peckerwoods,phuck,phucked,phucker,phuckers,phucket,phucking,phukk,phuqu,piggery,piss,poop,poopy,p**p,rape,raped ,semen,shit,shitface,shitfor ,shithead ,shittie ,shittier ,shittiest ,shitting,shitts,shitty,shitty,shittz,sh_t,sh!t,sh*t,smack_my_bitch_up,snatch,snatches,snatchs,snatchz,s**t,tubesteak,twat,wank,wtf,anal,Affenschei\u00dfe,Arsch,Arschloch, Bastard, Hexe, einen blasen, Schwanz,Schwanzlutscher,Schwanz lutschen, Nutte, ficken, Fick, Fotze, M\u00f6se,Wichser, wichsen,Schei\u00df, schei\u00dfen, Sack, Dreck, Drecksack",

"units_map":"{\"cm\":\"centimeter\",\"cu\":\"cubic\",\"ft\":\"foot\",\"gl\":\"gallon\",\"gr\":\"gram\",\"g\":\"gram\",\"km\":\"killometer\",\"in\":\"inch\",\"kg\":\"killogram\",\"l\":\"liter\",\"lb\":\"pound\",\"m\":\"meter\",\"mi\":\"mile\",\"oz\":\"ounce\",\"qt\":\"quart\",\"std\":\"standard\",\"yd\":\"yard\",\"mg\":\"milligram\",\"ml\":\"milliliter\"}",

"pricing_information_list":"Save money, Save cash,Great for, Great as,Bestselling, Special offer,Special promo,Discounted price, Save $, % off, Bestprice,buy now, money backguarantee,unbeatable price, warranty, moneyback",

"units_list":"std,gt,ft,gr,cm,mi,m,l,km,lb,g,yd,oz,in,kg,gl,cu,mg,ml",

"promotional_message_list":"100%Satisfaction Guarantee,deals,mail rebate, Hot item,Best Seller,free ship,free,Refurbished,Manufactured,Guaranteed,Satisfaction, seen ontv,limitedtime offer,summer sale,winter sale,spring sale,fall sale,bestdeal, big sale,huge sale, massive sale,don't miss out, Hassle free, On sale,super sale, freegift, over- stock, overstock,close-out,closeout,FedEx,UPS,Christmas, gift,gifts,Christmas Gift, Christmas Gifts,Black Friday,Valentines Day,Valentine's Day,Fathers Day,Father's Day, Mothers Day,Mother's Day,Labourday, Labor day, New Year"}}"

以上的规则清单是写死的，只要listing里有以上的文字，就会有负分权重，"show_error_message"

就会有拦截信息Error or Warn两种。

其实亚马逊的云、AI没有想象中的好，在我最近开发亚马逊销售辅助软件“深简数据”DeepBrief.net以来，发现亚马逊对规则的制定，是写死的，不应该出现什么词汇，应该以什么标准书写产品描述，都有一套标准，违反规则，就是负分权重。

当然，在此重申，不修正，这个Listing是不会被下架的，只会有负分权重的因素影响排名。

在不久的将来，深简数据会根据拦截引擎开发出新的模块，来诊断Listing的健康程度，在此之前，卖家朋友们应该可以从该文章悟到一些什么，那么我就觉得舒心了。

前文主要介绍了InterceptEngine 诊断拦截引擎主要负责的诊断模块以及第一个模块-Subject/标题

里面有规则，和写死的规则清单列表。下面我引用一些实例来解释如何解读和运用这些规则。

实例引用到

- BulletPoints/5点特征

- ProductDeion/产品描述

规则跟

- Subject/标题

是类似的，大同小异，不过还是需要仔细看规则列表，确实有些不同。

下面是正文。

Bullet Points Rules/5点特征

{"merchant":{"merchant_id":"324XXXXXX"},

"asin":{"asin_id":"B078XXXXXX",

"product_type":" ",

"gl_product_group_type":"",

"is_adult_product":false}, /言下之意，文字表达上不要用到成人用品领域的词汇/

"marketplace":{"marketplace_id":"1"},

"asinattribute":{

"is_attribute_value_contains_html_tags":false, /没有开通A+ Content权限尽量别用html代码/

"is_attribute_value_abusive_with_reason":[], /不要用到辱骂词汇/

"attribute_name":"bullet_point",

"current_winning_values":["BulletPoints list"],

"attribute_value_contains_pricing_information":[], /请勿加上价格相关的广告词，看规则清单/

"attribute_value_list":["EditedBullet Points List"],

"allow_user_override":false, /系统提示是否被锁，被锁意味着无法修改该Bullet Points了/

"show_error_message":true, /IE发出拦截信息，此实例意思是，有ERROR产生。/

"attribute_value_contains_promotional_message":["free"],

"error_message_popover":"Yoursuggestedchange for ASIN B0786XXXX Bullet points field includes the followingcontentthat may not comply with Amazon's StyleGuide:<br><ulclass=\"a-verticala-color-base\"><li>Prohibited promotionallanguage:free</li><li>Special characters -\u3011,\u3010,\u2714,\u3011,\u3010,\u201d,\u2714,\u3011, \u3010,\u2714,\u3011,\u3010,\u2714,&,\u3011,\u3010 and \u2714</li></ul>Please update your Bulletpointsto correct the content flagged above.", /该实例中，5点特征里出现了Free这个词和特殊符号&，这个词在规则清单里是写死的被判定为Promotional Message,系统提示删除掉Free和符号&/

"error_message_inline":"Yourupdate includes errors that must be fixed before proceeding", /拦截提示必须修正以进行下一步/

"is_attribute_value_abusive_in_sexual_wellness_with_reason":[],/此实例中，系统识别不到辱骂性词汇，完美绿灯/

"error_level":"error",/此实例被判定为Error。Error level有Error和Warn两种/

"does_value_start_with_caps":true}, /句首首字母大写，顺利通过/

"request":{"status":"success",

"request_id":"9F9XXXXJPGFSXXXWZRXX"},

"logCharLimitRules":null,

"areWordsCapitalized":true,

"errorReason":null,

"styleGuideUrlLength":0,

"pricingInformationList":null,

"restrictedCharactersListStr":"%",

"warningProhibittedScenariosLength":1,

"errorProhibittedScenarios":null,

"charLengthExceededAttributes":null,

"areUnitsAbreviated":null,

"charLimitsList":[100000],

"errorFound":false,

"subjectiveComentaryList":null,

"areWordsCapitalizedException":null,

"categoryMap":"{\"gl_wine\":{\

"char_limits\":{\"item_name\":50, \

"product_deion\":2000,\"

bullet_point\":200}, \

"shipWordsList":null,

"warnFound":true,

"outputList2":["%"],

"errorProhibittedScenariosLength":0,

"abusiveWordsList":null,

"styleGuideUrl":"",

"restrictedCharactersList":["%"],

"areNumeralsSpelledOut":null,

"promotionalMessagesList":null,

"warnReason":["RestrictedCharactersUsed"],

"areWordsInAllCaps":null}",

规则清单中文解释

"numerals_list":"zero,one,two,three,four,five,six,seven,eight,nine,ten,eleven,twelve,thirteen,fourteen,fifteen,sixteen,seventeen,eighteen,nineteen,twenty,thirty,fourty,fifty,sixty,sevety,eighty,ninety,hundered,thousand,lakh,million,crore,billion,trillion",/数字需要写成英文，不要用阿拉伯数字，不要用缩写/

"restricted_characters":"!,#,$,%,&,*,+,?,^", /特殊符号是被禁止的/

"abusive_words_sexual_wellness_list":"apeshit,ass,asshole,assholes ,bastard,bast**d,batshit,beatoff,beatoffs,birdshit,bitch,blowjob,blowjobs ,bs,bullcrap,bullshit,bullshti,bullshtity,bullshtiy,bullsiht,bullsihtty,bullsihty ,chickinshit,cocksuck,cocksucked,cocksuckeds,cocksucker,cocksuckers ,cocksucking,cocksucks,cum ,cumslut,dickhead,dickheads ,dicks ,dicksuck ,dicksucker,dicksuckers,dicksucks,dipshit,d**k,dogshit,dogshits,dood,doody,douchbag,douchbags,douche,douchebag,dumbshit,dyke ,fag,fck,f*ck,felch ,felched,felcher,felching,f*ing,f__k,f**k,f*#k,f#@k,f##k,fuc,fucc,fuck,fucked ,fucker,fuckersfucket,fucking,fuk,fu_k,fu*k,fuk,fukk,fuqu,furtling,goatse,horseshit,jackass,jackoff,jackoffs,jackshit,ackshits,jerk,jerkoff,jerkoffs,jis,jisem,jisim,jising ,jiss,jissem,jissim,jissing,jissum,jisum,jiz,jizem,jizim,jizing,izum,jizz,izzem,,jizzim,jizzing,jizzum,limpdick,moron,nutsac,nutsack,nutsak,pecker,peckers,peckerwood,peckerwoods,phuck,phucked,phucker,phuckers,phucket,phucking,phukk,phuqu,piggery,piss,poop,poopy,p**p,rape,raped,semen,shit,shitface,shitfor,shithead,shittie,shittier,shittiest,shitting,shitts,shitty,shittyr,shittz,sh_t,sh!t,sh*t,smack_my_bitch_up.snatch,snatches,snatchs,snatchz,s**t,tubesteak,twat,wank,wtf,anal,Affenschei\u00dfe,Arsch,Arschloch,Bastard,Hexe,einen,blasen,Schwanz,Schwanzlutscher,Schwanzlutschen,Nutte,ficken,Fick,Wichser,Fotze,M\u00f6se, Wichser,wichsen,Schei\u00df,schei\u00dfen,Sack,Dreck,Drecksack", /黄色词汇是被禁止的/

"abusive_words_list":"normalabusive,anal,apeshit,ass,asshole,assholes,bastard,bast**d,batshit,beatoff,beatoffs,birdshit,bitch,blowjob,blowjobs,bs,bullcrap,bullshit,bullshti,bullshtity,bullshtiy,bullsiht,bullsihtty,bullsihty,chickinshit,cock,cocksuck,cocksucked,cocksuckeds,cocksucker,cocksuckers,cocksucking,cocksucks,cum,cumslut,dick,dickhead,dickheads,dicks,dicksuck,dicksucker,dicksuckers,dicksucks,dipshit,d**k,dogshit,dogshits,dood,doody,douchbag,douchbags,douche,douchebag,dumbshit,dyke,fag,fck,f*ck,felch,felched,felcher,felching,f*ing,f__k,f**k,f*#k,f#@k,f##k,fuc,fucc,fuck,fucked,fucker,fuckers,fucket,fucking,fuk,fu_k,fu*k,fuk,fukk,fuqu,furtling,goatse,horseshit,jackass,jackoff,jackoffs,jackshit,jackshits,jerk,jerkoff,jerkoffs,jis,jisem,jisim,jising,jiss,jissem,jissim,jissing,jissum,jisum,jiz,jizem,jizim,jizing,jizum,jizz,jizzem,izzim,jizzing,jizzum,limpdick ,moron,nutsac,nutsack,nutsak,pecker,peckers,peckerwood,peckerwoods,phuck,phucked,phucker,phuckers,phucket,phucking,phukk,phuqu,piggery,piss,poop,poopy,p**p,rape,raped,semen,shit,shitface,shitfor,shithead,shittie,shittier,shittiest,shitting,shitts,shitty,shittyr,shittz,sh_t,sh!t,sh*t,smack_my_bitch_up,snatch,snatches,snatchs,snatchz,s**t,tubesteak,twat,wank,wtf,anal,Affenschei\u00dfe,Arsch,Arschloch,Bastard,Hexe,einenblasen, Schwanz,Schwanzlutscher,Schwanz lutschen,Nutte,ficken,Fick,Fotze, M\u00f6se,Wichser, wichsen,Schei\u00df,schei\u00dfen,Sack,Dreck,Drecksack", /辱骂性词汇是被禁止的/

"units_map":"{\"cm\":\"centimeter\",\"cu\":\"cubic\",\"ft\":\"foot\",\"gl\":\"gallon\",\"gr\":\"gram\",\"g\":\"gram\",\"km\":\"killometer\",\"in\":\"inch\",\"kg\":\"killogram\",\"l\":\"liter\",\"lb\":\"pound\",\"m\":\"meter\",\"mi\":\"mile\",\"oz\":\"ounce\",\"qt\":\"quart\",\"std\":\"standard\",\"yd\":\"yard\",\"mg\":\"milligram\",\"ml\":\"milliliter\"}",/单位缩写对照/

"pricing_information_list":"Savemoney, Save cash, Great for, Great as, Best selling, Special offer,Specialpromo,Discounted price,Save $, %off,Best price,buy now,moneybackguarantee,unbeatable price,warranty,money back",

/不要写以上的促销性字眼/

"units_list":"std,gt,ft,gr,cm,mi,m,l,km,lb,g,yd,oz,in,kg,gl,cu,mg,ml", /单位清单/

"promotional_message_list":"100%Satisfaction Guarantee,deals,mail rebate,Hot item, Best Seller,free ship,free,Refurbished,Manufactured,Guaranteed,Satisfaction,seen ontv,limitedtime offer,summer sale,winter sale,spring sale,fallsale,bestdeal,bigsale,huge sale,massive sale,don't miss out,Hassle free,On sale,super sale,free gift,over- stock,overstock,close-out,closeout,FedEx,UPS,Christmas,gift,gifts,Christmas Gift,Christmas Gifts,Black Friday,ValentinesDay,Valentine'sDay,FathersDay,Father's Day,Mothers Day,Mother's Day,Labourday,Labor day,New Year" /禁止使用促销性词句/

Product Deion Rules/产品描述

"merchant":{"merchant_id":"324788627"},

"asin":{"asin_id":"B0786XXXX",

"product_type":" ",

"gl_product_group_type":"",

"is_adult_product":false},

"marketplace":{"marketplace_id":"1"},

"asinattribute":{

"is_attribute_value_contains_html_tags":false, /完美通过/

"is_attribute_value_abusive_with_reason":[], /完美通过/

"attribute_name":"product_deion",

"current_winning_values":["ProductDeion"],

"attribute_value_contains_pricing_information":[], /完美通过/

"attribute_value_list":["EditedProduct Deion"],

"allow_user_override":true, /该实例的产品描述，卖家有修改权限/

"show_error_message":true, /拦截信息: 有错误/

"attribute_value_contains_promotional_message":[], /完美通过/

"error_message_popover":"Yoursuggestedchange for ASIN B0786XXXX Deion field includes the followingcontent thatmay not comply with Amazon's StyleGuide:<br><ulclass=\"a-verticala-color-base\"><li>Included the symbol ozinstead ofounce</li><li>Special characters-&, \u00a0and\u201d</li></ul>Please update your Deion to correctthecontent flagged above", /该实例产品描述不符合亚马逊的指引:

1 使用了缩写单位oz,应该全写ounce；

2 带有特殊符号& ,应该改为and./

"error_message_inline":"Yourupdate includes content that may not comply with Amazon's StyleGuide",

"is_attribute_value_abusive_in_sexual_wellness_with_reason":[], /完美通过/

"error_level":"warn", /该实例被拦截为警告Warn/

"are_units_abreviated":["oz"]}, /拦截识别到引用了缩写单位，应该全写ounce/

"request":{"status":"success", "request_id":"9FXXXXXXGXX2ZXXX7J"},

规则清单：跟以上的清单相同，在这里不再重复。

我这里引用了

- BulletPoints

- ProductDeion

积加ERP小编总结：两个实例，是给大家一个真实的感受，Amazon的搜索引擎如何对待我们的listing。A9规则，就是这么些被写死的清单和列表，还没涉及到人工智能和机器自我学习识别语言行为。