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今天，我们将深入探讨2024年的产品研究，教你如何找到你在亚马逊上销售的第一个或下一个产品，以及关于PPC、品牌分析等的高级策略。
Today, we're doing a deep dive into product research in 2024 and how to find your first or next product to sell on Amazon, as well as advanced strategies for PPC, brand analytics, and more.
这不是很酷吗？
How cool is that?
我觉得挺酷的。
Pretty cool, I think.
大家好，欢迎收听Helium 10推出的《严肃卖家》播客的又一期节目。
Hello, everybody, and welcome to another episode of the Serious Sellers podcast by Helium ten.
我是你们的主持人布拉德利·萨顿，这档节目完全摒弃虚假宣传，未经脚本、不加排练，纯粹围绕电商领域各层次严肃卖家的真实策略展开对话。
I'm your host, Bradley Sutton, and this is the show that's completely BS free, unscripted and unrehearsed organic conversation about serious strategies or serious sellers of any level in the ecommerce world.
我打算从现在开始，每期节目的开头都分享一个快速的严肃策略。
And something new I'm gonna start giving is is one quick serious strategy at the top of every episode.
所以这一期，快速说一下。
So this episode, really quick.
你知道吗？在Helium 10中，你可以在几秒钟内设置自动化，触发亚马逊的评价请求？
Did you know that in Helium ten, you can set up in seconds an automation to trigger the Amazon request review?
好的。
Alright.
所以，进入Helium 10的跟进功能，点击创建新自动化，然后选择发送消息请求评价的选项。
So just go into Helium 10 follow-up, hit create new automation, and hit the send a message to request a review option.
接着设置你希望这条消息发送的时间段，比如商品发货后十五天左右。
And then go ahead and set the time frame of when you're looking to have that delivered, like, maybe, you know, fifteen days after the item ships or something like that.
到了那天，系统会自动发送给客户，你可能会看到评价数量有所增加。
And then it'll get to them on that day, and then you are gonna probably see a little bump on your review.
只要你是铂金及以上计划的用户，这个功能就是完全免费的。
So this is completely free as long as you have a platinum plan and above.
如需更多信息，请访问 h10.me/follow-up。
For more information, go to h10.me/follow-up.
好的。
Alright.
让我们进入本期的主题，我认为这是整个亚马逊业务中最有趣的部分之一。
Let's get into this episode with a topic that I think is one of the more fun aspects of the whole Amazon game.
对吧？
Right?
你知道，亚马逊运营中有些方面可能会让我们觉得无聊，或者做起来挺烦的，比如处理利润和亏损表，或者管理库存，或者搞清楚亚马逊的费用体系之类的。
Like, you know, there's some aspects of the Amazon game that maybe get us kind of bored or or maybe it's kind of annoying to do, like trying to deal with our p and l's or maybe some parts of inventory management or figuring out Amazon fee system, things like that.
但我认为，在亚马逊上工作最令人愉快的部分之一，就是寻找我们的第一个产品，或者寻找下一个产品，验证这些产品，以及整个过程。
But I would say probably one of the more enjoyable parts of working on Amazon is when we are working on our find it our first product made to sell on Amazon or finding the next product, validating those products, and that whole process.
对吧？
Right?
所以今天我们要重点讨论的是，如何利用Helium 10的Black Box工具来完成这些工作。
So that's what we're gonna be focused on today is how to do that, using the various tools in Helium ten Black Box.
首先，我们来谈谈什么是Black Box。
First, let's talk about what is Black Box.
Black Box是Helium 10很多年前推出的首批工具之一，它基本上是亚马逊之外最大的亚马逊产品数据库。
Black Box is one of the very first tools that Helium ten came out with years and years ago, and it's basically the largest database outside of Amazon itself for Amazon products.
数据库中包含超过20亿个产品，我们还收集了多个不同市场的信息。
There's over 2,000,000,000 products in the database, and we've got information on a lot of different marketplaces.
你知道，你可以进入Black Box，在工具下的产品研究部分。
You know, you can go into Black It's, under tools and under product research.
但一旦你点击第一个下拉菜单，就会看到Black Box中的工具支持以下市场：美国、加拿大、墨西哥、德国、西班牙、意大利、法国、英国、印度、荷兰、澳大利亚、日本、阿联酋，以及现在的亚马逊巴西。
But once you hit that first drop down menu, you're gonna see that the tools or the tools available here in Black Box are available for the marketplaces, USA, Canada, Mexico, Germany, Spain, Italy, France, UK, India, Netherlands, Australia, Japan, UAE, and now Amazon Brazil.
所以，如果你在这些市场之一销售，你就已经有一些现成的工具可用。
So that is the you know, what if you're selling in one of those marketplaces, you've got some tools ready for you.
在本集节目中，我会逐一介绍这些工具，告诉你如何使用它们。
Now throughout this episode, I'm gonna be going through each and every one of these tools to let you know how to use them.
Black Box中的第一个工具是产品。
The first tool in Black Box is products.
这允许你输入某个产品的具体信息，系统会查询我们的数据库，返回可能符合你所设定条件、具有潜在机会的产品。
This allows you to enter in specifics of information on a specific product, and it's going to go ahead and ping our database and allow you to return products that maybe hit that criteria of what might mean opportunity for you.
第二个工具可能是我在Black Box中最喜欢的工具。
The second tool is probably my favorite tool in all of Black Box.
它是关键词。
It's keywords.
因此，它不是让你寻找产品，而是让你从关键词层面了解亚马逊上的情况，并根据你输入的参数找到趋势关键词。
So instead of looking for products, it allows you to look at the keyword level, what is going on on Amazon, and find trending keywords based on the parameters that you enter in.
下一个工具是Blackbots中最新的工具。
The next tool is the newest tool that's inside of Blackbots.
它叫做ABA顶级搜索词。
It's called ABA top search terms.
ABA代表亚马逊品牌分析，它让你能够以Seller Central中无法实现的方式使用亚马逊的品牌分析数据库，将那里的数据与Helium 10的数据结合，从而发现可能对你有吸引力的新产品或新关键词。
ABA stands for Amazon Brand Analytics, and this allows you to use the database that is from Amazon called Brand Analytics in ways that you're not able to do inside of Seller Central, combining data from there with, Helium ten data to really find new products or new keywords that might interest you.
Black Box中的竞争对手工具可以让你查看亚马逊上任何有活动的产品，并显示与该产品最接近的十个、二十个、一百个，甚至两百个ASIN或竞争对手。
The competitors tool here in Black Box is a way to basically look at any product that has activity on Amazon, and it's gonna show you the the ten, twenty, a 100, maybe even 200 closest ASINs or closest competitors to that product.
这可能是你的产品，也可能是亚马逊上任何人的产品，只要它有一定的历史数据，你就能获得结果。
Could be your product, could be anybody's product on Amazon, you will get results as long as, it has some history on there.
利基市场。
Niche.
这是Black Box中的另一个工具，我们接下来会讨论如何使用它。
This is another tool in Black Box, and this is a tool that we'll be talking about how to use.
基本上，它让你可以在亚马逊上进行搜索，但在这里你甚至不需要登录亚马逊，就能在Helium 10内直接完成，从而能够更精细地分段和过滤结果，而不是在亚马逊上以那种比较笨拙的方式搜索。
Basically, it allows you to run searches on Amazon, but right here without even having to go in Amazon, you're able to do it within Helium 10 and thus able to kind of like hyper segment it and filter it, to your knees instead of having to search on Amazon in a little bit more clunky way.
对吧？
Right?
今天我们最后要介绍的工具是Black Box的产品定位功能。
The last tool we're gonna be going over today is Black Box product targeting.
这可能是我在这里第二喜欢的工具。
Probably my second favorite tool here.
它能帮助你选择在PPC广告中的ASIN定位投放，比如赞助展示或产品定位广告活动。
It's gonna help you with what ASINs to choose in PPC ASIN targeting campaigns, like sponsored display or product targeting campaigns.
它能帮你找到与你的产品互补的商品，可能是你未来可以推出的商品，或者潜在的捆绑销售选项。
It's going to help you find maybe complementary products to your product, like maybe future products you can you can offer or maybe potential bundling options.
它还会告诉你，亚马逊认为哪些商品与你输入的任何产品最相关。
And it's also gonna tell you which tools that are which products that Amazon thinks is the most relevant to any product that you enter in on Amazon.
所以Black Box的主要焦点是产品研究，但这里也有一些功能，你甚至可以用它来做一点关键词研究和PPC广告研究。
So Black Box, the main focus here is product research, but there there are some things here that, you're you'll see you can use even for a little bit of keyword research and some PPC, research.
强烈推荐用于寻找你在亚马逊上销售的下一个或第一个产品。
Highly, highly recommended in order to find your next or first product to sell on Amazon.
那么，我们开始吧。
So let's go ahead and get into it.
如何找到有销售潜力的产品。
How to find potential products with opportunity to sell.
好的。
Alright.
那么，为什么这很重要？
So why is this important?
这如何能为你赚钱？
How can this make you money?
我将用这种方式介绍所有这些策略：先说明，为什么这对你们很重要？
That's the way I'm gonna be doing all of these strategies here is prefacing it with, alright, why is this important to you?
我认为，理解寻找产品机会的好处并不需要太多想象力。
So I don't think it takes much of a leap of faith to understand why looking for product opportunities can be beneficial.
对吧？
Right?
你想在亚马逊上赚钱吗？
You want to make money on Amazon?
你不能随便挑选产品。
You can't just go randomly choose products.
你可能有自己的标准来判断什么是机会，什么不是机会。
You might have your own criteria as to what is opportunity and what is not opportunity.
这个工具的妙处就在这里。
That's the beauty about this tool.
你可以输入任何你想要的标准，我们会返回完全符合你输入条件的产品。
You put in whatever you want to as a criteria, and we're gonna spit back to you the exact products that hit that criteria that you've entered.
那我们赶紧进入这个工具，做个初步搜索吧。
So let's go ahead and hop in a tool and let's do a, you know, initial search here.
好的。
Alright.
所以，如果你还没到这个页面，方法是点击工具，然后点击黑箱，第一个弹出的标签就是产品，这正是我们接下来要关注的。
So again, if you're not on this page, the way you get here is hit tools, hit black box, and the very first tab that comes up is products, and that's what we're gonna be focusing on.
我知道我们有个简易版本。
I know we have a simple version.
别管它。
Ignore that.
如果你正在看这个视频，你完全不需要那个简易版本。
If you're watching this video, you don't need that simple version at all.
明白吗？
Alright?
我会如实告诉你的。
I'll I'll keep it straight with you.
大家保持在高级版本上。
Keep it on the advanced version, guys.
明白吗？
Alright?
现在你已经将高级版本设置在黑盒中了，基本上就可以开始选择不同类别的产品了。
Now that you've got the advanced version set up in your black box, basically, can start choosing different products in different categories.
比如，我可以先去看看家居和厨房类别，也许是厨房和餐饮类，然后选择户外、草坪和花园类。
So for example, one thing I might go ahead and do is let's go ahead and look at the home and kitchen category, maybe the kitchen and dining, and let's go ahead and choose patio, lawn, and garden.
我倾向于将卖家数量设为最多两个。
I like under number of sellers to do a maximum of two.
这意味着我不希望看到大量可能是批发或套利的产品。
What that means is that, hey, I don't want a whole bunch of products that are maybe wholesaled out or it's arbitrage.
当然，也许你的想法正好相反。
Now, hey, maybe you're the opposite.
也许你就是一个批发或套利卖家。
Maybe you are a wholesaler arbitrage seller.
也许你想在这里设置最少五个之类的，但我们先假设我们现在做的是自有品牌产品。
Maybe you wanna put a minimum of of like five or something here, but but let's just pretend that we're we're doing private label for right now.
我还要做的另一件事是月销量（单位）。
Another thing I'm gonna go ahead and do is monthly sales in units.
好了吧？
Alright?
这是Helium 10估算的每月销售产品数量。
This is the number of products estimated that Helium ten says it's selling per month.
这里没有所谓的神奇数字。
So there's no magic number here.
我们从150开始吧。
Let's go from like 150.
比如，如果他们每天卖五件，到我不知道的，就说每天卖400件，也就是每天卖十到十五件左右。
So, you know, like if they're selling five units a day to, I don't know, let's just say 400, units a day, you know, like between ten, fifteen units, a day.
这里还有其他我建议使用的筛选条件。
There's other filters here that I suggest using.
其中一个我常使用的是价格。
One of them I like to use is price.
我会设置最低20，最高40。
I'm gonna put minimum 20, maximum 40.
上次Helium 10检查时，该产品的售价在20到40美元之间。
So last time Helium 10 checked the price that it was selling for is somewhere between 20 and $40.
你们根据自己情况选择合适的方法。
You guys do what works for you.
哦，好的。
Oh, alright.
这里只是一个不错的参考数值，但别直接照搬我这里的数字。
This is just a nice little standard, number here, but don't don't just copy my numbers, that I'm doing here.
如果我想的话，我可以使用品牌搜索和卖家搜索。
If I wanted to, I could do brand search and and seller search.
我稍后会教你们怎么用这个功能，或者我也可以排除某些品牌。
I'll show you guys how to use that, in a little bit here, or I can exclude brands.
我可以排除某些卖家。
I can exclude sellers.
我喜欢查看评论数量。
I like doing review count.
我们来查看一下评论数量吧。
Let's go ahead and do review count.
我设定最多150条评论。
I'm gonna say maximum a 150 reviews.
比如在这种情况下，对我来说，机会就是找到一种每天销量在五到二十件之间，但又比较新——因为评论少于150条的产品。
Like, maybe in this situation, I'm like, for me, opportunity is finding a product that's that's selling like five, ten, 20 units a day, and yet it's fairly new because it has less than a 150 reviews.
如果我想的话，还可以看BSR排名，也就是亚马逊的畅销榜排名，以及评论评分。
Other ones that I could do if I wanted to is the BSR, rank, that is, you know, Amazon's best seller, ranking the review rating.
比如，我可能想找那些评分低于四星的产品，或者考虑配送尺寸、配送方式、重量等等。
Like, maybe I wanted to find products that had less than four stars or something like that, shipping size, fulfillment type, weight, etcetera.
我特别喜欢的一个条件是图片数量。
One that I really like is number of images.
我会设置最多三张图片。
I'm gonna put, like, max three.
我这么做的原因是，如果你是经验丰富的亚马逊卖家，你一定知道，一个亚马逊商品详情页应该配备完整的图片，也就是七张图片，对吧？
Now the reason I do that is because if you guys are experienced Amazon sellers, you well know that you should have the full complement of images, like seven images, right, in an Amazon listing.
对我来说，这是一个机会或潜在机会，因为如果一个卖家在他们的商品列表中只放了三张图片，他们很可能根本不懂如何做亚马逊卖家。
To me, this is opportunity or potential opportunity because if there's a seller who only has three images in their listing, they probably have no idea what they're doing as Amazon sellers.
对吧？
Right?
通常当你发现一个人不懂行时，他们的整个商品列表也多半是一团糟。
And usually when you find somebody who doesn't know what they're doing, the rest of their listing is probably garbage as well.
比如，他们的产品要点、标题、描述可能都很差劲，诸如此类的问题。
You know, maybe they got a a really bad bullet points and a bad title, bad description, things like that.
所以，这会很有趣，去看看那些尽管列表优化质量明显不高，却依然每天能卖出五到十五、二十件商品的产品。
So this is gonna be interesting to see what products that despite there being indication that there's not you know, doesn't have that great listing optimization quality, it's still selling five, fifteen, 20 units a day.
对吧？
Right?
好的。
Alright.
所以这就是我为什么这么设置。
So that's that's why I put that.
我接下来要使用的最后一个筛选条件是变体数量。
The last one I'm gonna go ahead and use is variation count.
我设置为最多一个，因为我并不希望这里出现大量带有多种颜色或不同尺寸的商品列表。
I'm gonna say maximum one just because I don't want a whole bunch of listings here to to have a whole bunch of colors or different sizes.
我只是想专注于独立销售的产品。
I just wanna focus on the the standalone products.
正如你们所见，这里有大量的筛选条件可供使用。
There's tons of filters as you guys can see that you can go ahead and look up.
如果你找到一组特别喜欢的筛选条件，记得将其保存到你的筛选库中，这样每次使用时就不必每次都重新设置了。
And if you find a a set of filters that you really like using, make sure to save that to your filter library so then you don't have to always set this every single time that you get it.
明白吗？
Alright?
我们来点击搜索，看看会出现什么结果。
Let's go ahead and hit search and see what comes up.
好的。
Alright.
所以我这里搜出了75个结果。
So, I came up here with 75 results.
这太完美了，各位。
So this is perfect, guys.
如果结果超过200个，系统只会显示200个。
If you if there's over 200 results, it's only gonna show 200.
这其实是故意设计的。
Now this is on purpose.
好的。
Alright.
很多人会问，为什么我在黑框里只能看到200个结果？
A lot people have that question, how come I can only see 200 results in black box?
如果显示的是‘超过200个’，那就是在提醒你得进一步缩小筛选条件。
If it says over 200, it's a signal to you that you gotta narrow down those filters.
明白吗？
Alright?
这对你作为用户有几个好处。
There's a couple of reasons that benefit you as the user for this.
第一，如果出现700个结果，我敢保证你不会花时间去看每一个701个结果。
Number one, if there's 700 results that come up, you're not I guarantee you're not gonna sit and look at every single 701 of those.
你知道，没人有那么多时间。
You know, nobody has that kind of time.
对吧？
Right?
所以你会错过一些产品。
So you you're gonna miss out on some products.
你不知道自己看到哪里了。
You're not gonna know where you left off.
你会停下来，然后过一会儿再回来。
You're gonna, you know, leave off, and then you're gonna come back.
你会想，好吧。
You'd like, alright.
让我再搜一次。
Let me just do another search.
200个产品，你一次大概能看完。
200, you can probably get to, 200 products in in one sitting.
还有另一个原因是，你们很多人会说，嘿。
Another reason is so many of you out there, say, hey.
等一下。
Wait a minute.
Helium 10 是目前最领先的软件。
Helium 10 is the number one software out there.
有一百万用户。
A million users.
每个人都会搜和我一样的产品，但你不需要担心这个。
Everybody's gonna be searching for the same product as I do, And you don't have to worry about that.
如果你只是做非常宽泛的搜索，是的，很可能其他人也会搜和你相同的内容。
If if you are just doing some really broad search, yeah, probably by chances, other people are gonna be searching the same thing as you.
但如果你从我们这20亿个产品中进行了大量筛选，最终只出现了75个结果，就像这种情况，那么你可以相当确定，几乎不可能有人和你进行完全相同的搜索。
But if you are filtering down so much from that 2,000,000,000 products that we have that only 75, like in this situation come up, well, you can pretty much be sure that, you know, it's very unlikely that somebody is doing the exact same search as you.
所以，再次提醒，如果你看到一个数字超过200，就回去调整你的筛选条件，再进一步缩小范围。
So so again, if you see a number that says over 200, go back in your filters, edit it, and narrow it down a little bit more.
好的。
Alright.
当你看到这个列表时，你可以查看这些产品的所有信息，比如评论数量。
Once you get to this list, you can see all the information on the, these products here, you know, like the review count.
记得我之前说过，
Remember I had said, hey.
需要少于150条评论。
Need less than a 150 reviews.
你可以看到其中一些产品的评论数量很少。
You can see that some of these have low reviews.
还有预估月销量、零售价，任何这里带有图表的信息，我都可以查看BSR的历史数据。
The estimated monthly sales, the retail price, anything that you see here with a graph, I can actually check into the history of the BSR.
我可以查看价格的历史记录、评论的历史记录、月销量的历史记录等等。
I can check the history of the price, the history of the reviews, the history of the monthly sales, etcetera.
基本上，你只需要看看这些，然后想想，嘿。
And basically, all you gotta do is just look at these and just see, hey.
有什么看起来挺有意思的吗？
Is there anything that looks, you know, interesting?
比如，这是什么东西？
Like, what the heck is this?
上面写着木制咖啡壶。
Wooden coffee pot, it says.
我们打开亚马逊看看这个产品吧。
Let's open this up in Amazon, and you could see this product here.
天哪。
Oh my goodness.
它已经卖出了两三百件，你看看这个。
It's it's been selling, two, three hundred units, and look at this.
只有三张图片，看起来像是AI生成的。
Only three images which look AI generated.
根本不像真实的照片。
Doesn't even look like it's real images.
还记得我之前说过的吗？这个商品详情页可能不怎么样。
Remember I said the listing probably is not great.
我的意思是，如果你在YouTube上看到，他们的要点还算可以。
I mean, their bullet points are okay if you're looking at this, on YouTube.
看看他们的描述，各位。
Look at their look at their description, guys.
他们没有Plus内容，只有一个句子的产品描述。
They don't have a plus content, and they have a one line product description.
我跟你们说了，如果图片数量少，多半其他部分的详情页也是垃圾。
Told you guys, if if you don't it's more times than not, if it has a bad number of images, probably the rest of their listing is garbage as well.
所以这个描述太差了。
So that's a terrible description.
这个人在亚马逊上每月赚大约一万美元。
And this person is doing like $10,000 a month on Amazon.
所以，朋友们，这是发现产品机会的第一种方法。
So this is just the first way, guys, of finding product opportunity.
请不要复制我刚才使用的筛选条件。
You please don't copy the filters that I just did.
对。
Yeah.
然后，没错，每个人都会去看同样的东西。
And then, yeah, everybody's gonna be looking at the same thing.
输入你自己的标准，判断什么是产品机会。
Enter in your own criteria of what you think is product opportunity.
继续输入，然后黑箱输出的结果，去亚马逊上查看一下，看看是否是你可能想考虑做的产品。
Go ahead and put it through, and then the output that comes out in black box, check them out on Amazon and see if it's something that you might want to consider doing.
如何研究一个品牌或卖家的热销产品？
How to research a brand or seller's top products?
为什么这很重要？
Why is this important?
这怎么能让你赚钱？
How could it make you money?
无论你是批发商还是自有品牌卖家，你可能已经发现了一些与你非常接近的竞争对手。
Well, regardless if you are a wholesale seller or a private label seller, you might have identified some competitors that are very close to you.
我的意思是，他们很可能和我一样在同一家工厂生产产品，或者如果你是批发商，天啊。
Like, man, they they they probably can are getting stuff made in a similar factory as mine or or maybe they're if if you're a wholesale seller, oh, man.
这些人销售的产品可能和我使用类似的分销模式。
These guys are maybe, selling products that come from similar distribution models as me.
无论如何，你可能想更深入地研究他们的其他产品，看看是否能获得一些你可以销售的更多产品灵感。
Regardless, you might wanna look more into their other products to see if maybe you can get some more ideas for products that you can sell.
好的。
Alright.
你该如何做到这一点？
How can you do that?
好吧，我们直接进入这个工具。
Well, let's go ahead and hop into the tool.
如果我在亚马逊上的任何商品页面，我都会想精确复制品牌名称或卖家名称。
If I'm on any product in Amazon, I'm either gonna wanna copy the brand name exactly in case form or the seller name.
在这种情况下，我正在查看一个棺材架的商品页面，因为我销售棺材架。
So in this case, I'm on a coffin shelf listing because I sell coffin shelves.
好吧。
I'm like, alright.
这家伙能卖的任何东西，我都能卖。
Anything this guy can sell, I can sell.
所以，我来精确复制他的品牌名称。
So let me go ahead and copy his exact brand name.
而且，注意这是区分大小写和空格的。
And again, it's case sensitive, space sensitive.
然后你只需要进入Black Box，把这个名字输入到精确卖家搜索中。
And then all you have to do is go into Black Box and put that into exact seller search.
我要把这粘贴在这里，然后点击搜索。
I'm gonna paste that right there, and then go ahead and press search.
现在你这么一做，他的所有产品就会显示出来，他目前只卖五种不同的产品。
Now once you do that, the all of their products, this guy's only selling five different products, is going to come up here.
现在我可以看出来，这个卖棺材架的卖家，还卖蛋糕架、一些装饰性木箱，以及一个月亮形状的架子。
Now I can see that this coffin shelf seller, they're also selling a cupcake stand, some decorative wooden crates, a moon shaped shelf.
比如，如果我卖的是恐怖主题品牌，你知道，这个月亮形状的架子可能是个不错的商品，还有这个遥控器支架也不错。
Like, if I'm selling a spooky brand, you know, that could be interesting product to sell, this moon shaped, shelf, and even a remote control, holder here.
所以，我其实也可以用他的品牌名做同样的操作。
So the same thing I I could have done, with his brand name.
明白吗？
Alright?
所以我知道他的品牌名是 l k many。
So I can see his brand name is l k many.
我只需要复制这个，然后放到 Black Box 里的品牌搜索框里。
I would just copy that and put that in black box under brand search.
明白了吗？
Alright?
所以，如果你想要深入研究竞争对手，看看他们销售的所有产品，可以像这样把品牌名粘贴到黑框里，查看结果，然后开始筛选——比如可能出现了200多个结果。
So again, if you guys wanna do a a deep dive into your competitors and see all the products that they're selling, like in a nice little grid there in black box, throw that in there and see the output, start filtering it, like maybe there's more than 200 results that come up.
你只想看他们最新上架的产品，或者只想看月销量超过一千件的产品。
You only wanna see their products that are newest, or you only wanna see their products that they're selling more than a thousand units a month.
无论你想用哪些筛选条件，都直接输入到黑框里，然后就能看到结果了。
Whatever are those filters that you wanna do, go ahead and put it in black box, and then you'll see the results.
如何通过关键词搜索来发现产品机会。
How to find product opportunity by searching for keywords.
为什么这很重要？
Why is this important?
这怎么帮你赚钱？
How can it make you money?
这实际上是我曾经使用过的一种方法，天哪。
This is actually a way that I have used oh my goodness.
在过去几年里，我至少用了十多次这种方法，通过Helium 10寻找产品机会，并最终在亚马逊上成功上架了产品。
Probably more than 10 times in the last couple of years in finding in how I use Helium 10 to find product opportunity that I actually have launched on Amazon.
对吧？
Right?
就是用这个完全相同的方法。
This using this exact same method.
当你在搜索产品时，就像我展示的那样，这当然是搜索产品的不错方式，但最终你还是得回到关键词上。
When when you're searching for products, like I showed you, which is totally fine way to search for products, eventually, you're gonna have to get to keywords.
对吧？
Right?
你必须明白，好吧，我看到一些看起来不错的产品，但究竟是哪些关键词推动了销量？
You're you're gonna have to understand, alright, I see some products that look good, but what are the keywords that drive sales?
因此，我们添加了这个工具，也就是这里最顶部的第二个工具，在黑框里。
So because of that, we added this tool, which is the second tool here in black box here at the very top.
你需要点击关键词标签，这个工具让我们可以直接从第二垒开始。
You gotta hit the keywords tab, and this tool allows us to start from second base already.
这就像你是个棒球迷，比赛进入加时赛，第十局、第十一局了。
It's kinda like if you're a baseball fan, you're an extra innings, tenth inning, eleventh inning.
会发生什么？
What what happens?
你会从二垒有跑垒员开始。
You start with a runner on second base.
这个工具让你从一开始就直接站在二垒上。
This takes you to that second base, at the beginning.
所以点击黑盒中的关键词选项，然后你基本上需要输入你的标准，来判断哪些关键词在亚马逊上可能代表机会。
So hit keywords in your black box, and then basically, you are going to want to put in your criteria of what might indicate opportunity for you for a keyword on Amazon.
好的。
Alright.
对我来说，我会先从搜索量开始。
So for me, I'm gonna go ahead and start with search volume.
我会说，嘿。
I'm gonna say, hey.
我就设一个最低3000的搜索量吧。
Let me just do a minimum of 3,000 search volume.
我们设到8000吧。
Let's go to 8,000.
这又不是什么神奇的数字。
Again, this is not a magic number.
你可以设任何你想要的数字。
You can do any number you want.
在美国市场，我建议搜索量最好超过一千。
I in The US marketplace, I do recommend like over a thousand in The US marketplace.
但如果你在德国或英国做，五百左右的关键词就已经很不错了。
But if you're if you're doing this in Germany or UK, you'd be totally fine with doing like maybe 500 would be a decent a decent keyword.
好的。
Alright.
我们这里还有别的吗？
What else do we have here?
我打算把价格定在20到40美元之间。
I'm gonna go ahead and do the same price of 20 to 40.
需要注意的是，当我设定20到40美元这个范围时，并不意味着价格高于或低于这个区间的商品就完全不会出现。
Now one, one thing to keep in mind is that when I do this 20 to 40, it doesn't mean that keywords that have products above or below this won't come up at all.
这仅仅意味着，如果我计算第一页Top产品的平均价格，价格区间大约在20到40美元之间。
This just means if I take an average of the top products on page one, the the price range is around, 20 to $40.
我们再把最大评论数设为150。
Let's go ahead and do a max review count of a 150.
我只想找一些平均评论数相对较低的商品。
Again, I just wanna, you know, have some products where at least the average review count is pretty low.
我强烈建议你再做这一项。
Another one I highly highly suggest doing.
好的。
Alright.
我得说，很多地方你别学我，但这一条，你一定要照着做。
I'll tell you a lot in these things like, hey, don't copy me, but this one copy me.
好吧？
Alright?
词数最少要两个、三个，有时甚至四个。
Do minimum two or three or even four sometimes on the word count.
这意味着所搜索的关键词短语至少包含两个词。
This means the keyword phrase that's being searched, it's gonna be a minimum of two.
那我为什么这么说呢？
Now now why do I say this?
你可以找到一些单个词的关键词，搜索量很高。
You can find one word keywords that have high search volume.
比如，很多人在亚马逊上搜索这些词。
Like, a lot of people are searching for it on Amazon.
比如，我们拿‘厨房’来说。
Like, let's take kitchen.
对吧？
Right?
厨房这个词，你知道，可能有成千上万的搜索量，但它缺乏我所说的购买意图。
Kitchen, you know, maybe has thousands of searches, but but it doesn't have what I call buyer intent.
你觉得有人在亚马逊上搜索‘厨房’这个词，会真的从搜索结果里买点什么吗？
Do you think that somebody who types in kitchen on Amazon is gonna buy something from the search results?
大概不会。
Probably not.
这种情况相对而言非常少见。
Very rare that that happens, relatively speaking.
使用‘厨房’这样宽泛词的人，很可能只是在浏览，寻找灵感。
Somebody who uses such a broad term like just kitchen is is probably, you know, just browsing, looking for ideas.
对吧？
Right?
我现在说的是美国英语的情况。
Now now this is this is English in America I'm talking about.
在亚马逊日本、亚马逊德国等地，有一些超长的单个词汇。
There are some super long individual words that are in Amazon Japan, Amazon Germany, etcetera.
所以你得根据平台的特点来操作，但我现在只是在谈美国亚马逊。
So you gotta do what works for the marketplace, but I'm just speaking about Amazon USA right now.
现在，如果关键词不是像‘厨房’这样的单个词，而是‘不锈钢厨房服务勺’呢？
Now instead of a one word like kitchen, what if the keyword was stainless steel kitchen serving spoon?
这是一个很长的关键词，但它不是更有购买意向吗？
That's a that's a long keyword, but doesn't that have a lot more buyer intent?
有人输入这个关键词并在搜索结果中购买商品的可能性，远大于仅仅输入‘厨房’，因为这是一个非常具体的关键词。
It's much more likely that somebody is typing in that keyword and buying something in the search results that they see than just typing in kitchen because that that's a very specific keyword.
所以这就是为什么我说，至少要放两个关键词进去。
So so that's just a little bit why I say try and put, at least two keywords there.
好的。
Alright.
我们来选择主要产品的类别吧。
Let's go ahead and choose the categories of the main products.
我们继续使用之前做过的类似类别吧。
Let's go ahead and do the similar ones that we did before.
厨房与餐厅
Kitchen and dining.
我们继续选择办公用品吧。
Let's go ahead and do office products.
我们接着选择庭院、草坪和园艺用品吧。
Let's go ahead and do patio, lawn, and garden.
我可以在这里选择很多过滤器，朋友们，你们大概能找出最适合你们的那些。
And what I I I could choose that there's tons of of of filters here, guys, that that you you could probably figure out what's the best for you.
我特别喜欢的一个是标题密度。
One that I really like is title density.
这是Helium 10独有的功能。
This is something unique to Helium ten.
基本上，它会查看搜索结果的第一页，并在Helium 10上次检查时，统计第一页所有商品列表中，有多少个商品的标题完全包含了你搜索的关键词。
Basically, this is looking at page one of the search results, and it's saying out of all the listings on page one, last time Helium ten checked, what is the number of products on that page that have the exact searched keyword in exact phrase form in the listing?
例如，如果我搜索的关键词是‘棺材架’，而标题密度是10，那就意味着在第一页的50个商品中，有10个商品的标题完全包含了‘棺材架’这个关键词。
For example, if the keyword I'm searching for is coffin shelf and the title density is 10, that means that on page one, out of the 50 products on there, 10 of them had that exact keyword coffin shelf in the title.
对吧？
Right?
不是棺材形状的架子，而是精确短语形式的‘coffin shelf’。
Not coffin shaped shelf, but coffin shelf in exact phrase form.
知道这一点之所以有趣，是因为这个数字越低，当你推广这款产品时，越容易登上第一页。
And and why this is interesting to know is that the lower that number is, the better chance or the easier it's gonna be for you to get to page one when you're trying to launch this product.
这并不是保证，也不意味着如果标题密度高，我就要避开这个关键词。
It's not a guarantee or anything like that, and it doesn't mean if there's a high title, then say, oh, I'm not I'm gonna stay away from that.
它只是帮你判断登上第一页有多难的一个参考指标。
It's just kind of a gauge to know how difficult it's gonna be for you to get to page one.
所以我喜欢找那些从一开始我就有相对更容易机会登上第一页的关键词。
So I like to find keywords that right off the bat, I I have a little bit easier chance to get on page one.
所以我在标题密度这里设定了最大值为五。
So that's why I put a maximum of five on this title density.
我们来点搜索，看看会有什么结果。
Let's go ahead and hit search and see what we see.
好的。
Alright.
我得到了20个短语。
I got 20 phrases.
和我在黑盒产品里提到的一样，各位。
Same thing as I mentioned in black box products, guys.
如果你超过200个，那就意味着你需要缩小筛选条件。
If you get over 200, it means you need to narrow your filters down.
但让我们先看看这些关键词中的几个。
But let's just take a look at some of these keywords.
带芯片的空白卡片，水果树。
Blank cards with chip fruit trees.
天哪。
My goodness.
给女性术后康复的慰问礼物。
Get well gifts for women after surgery.
这个关键词非常具体。
That's a very specific keyword right there.
对吧？
Right?
带标签的游船鸭子用于隐藏。
Cruise ducks for hiding with tags.
等一下，各位。
Hold on, guys.
我得去亚马逊看看这个。
I I gotta look at this on Amazon.
我这辈子从来没听过这个关键词。
I have never heard of this keyword in my life.
现在我在看这个。
Now I'm looking on this.
我在想，这到底是什么东西？
I'm like, what in the world is this?
巡航鸭子用于隐藏。
Cruise ducks for a hide.
我还是不知道这是什么，但你看看这个。
I still don't know what this is, but just look at this.
这是一个每月被搜索数千次的关键词，看看这个页面排名第一的产品。
This is a keyword that searched thousands of times a month, and look at the number one product on this page.
它显示上个月有500人购买了它，但只有29条评价。
It says 500 people have bought it in the last month and only has 29 reviews.
好吧。
Alright.
标有亚马逊之选的那个只有100条评价。
The one that has Amazon's Choice only has a 100 reviews.
这是其中一个排名前十的产品。
Here's one that's in the top 10.
它没有任何评价。
It has zero reviews.
它刚刚上线，就已经进入前十名。
It was just launched and it's already in the top 10.
这正好说明了使用黑箱工具找到这类关键词有多容易。
So this just shows you how easy it is to find these kind of keywords using black box.
如果我告诉你：找一个每月搜索量达数千次的关键词，且首页产品的商品都极其新，几乎没有评论，而且没人把该关键词放在标题里。
If I were to tell you, hey, find me a keyword that search for thousands of times where the products on page one are so new, they barely have any reviews, and nobody has that keyword on the title.
我的意思是，这得花多久？
I mean, how long?
你要在亚马逊上花多少小时才能找到这样的关键词？
How many hours would you be searching on Amazon for that?
但你看看这个。
But look at that.
我在黑箱里找到了20个潜在的有趣机会。
I I found 20 interesting, opportunities potentially there in black box.
我花的时间不到一分钟。
Took me less than one minute.
所以朋友们，黑盒关键词对于发现新产品的机会非常非常有用，尤其是那些你以前从未销售过的产品，或者可能是你现有品牌的新产品。
So guys, black box keywords is super, super beneficial for finding product opportunity for a new product, that you've never sold before or maybe like a a new product to your existing brand.
比如，你像我一样在销售棺材架，想看看还有哪些关键词包含‘棺材’这个词。
Maybe you type, you're selling coffin shelves like me and you wanna see what other keywords have the word coffin in it, for example.
这是你可以使用这个工具的另一种方式。
That's another way that you can use this tool.
接下来的策略中，让我向你们展示如何进一步利用黑盒关键词信息。
Now in the next strategy, let me show you how to take this black box for keywords information even further.
通过查看前10名搜索结果来发现产品机会。
How to find product opportunity by looking at the top 10 search results.
为什么这很重要？
Why is this important?
它如何帮你赚钱？
How can it make you money?
朋友们，这是另一种我真正用这个方法赚钱的方式。
This is another way guys that I literally have been making money with this exact technique.
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我之前给你们的策略只是大致看看整体的热门产品，以及搜索结果页面上发生了什么，但我更喜欢专门分析前10个搜索结果，观察其中的一些特征，我觉得这是帮助我发现产品机会的好方法。
The previous strategy I gave you is just kind of looking at top products overall, what's going on in the search results of a page, but I like looking at the top 10 results, specifically some characteristics of what's going on there, and I feel that that is a great way to help me find product opportunities.
那么你该怎么做呢？
So how do you do that?
我们仍然在黑盒关键词工具里。
We're still here in black box keywords.
和上一个策略一样，我会在这里输入一堆不同的筛选条件，比如搜索量等等，来寻找可能对我有利的机会。
Just like in the last strategy, I'm gonna enter in a bunch of different filters here, such as search volume, etcetera, in order to look at what could mean opportunity for me.
那我们先来设置一个搜索量范围。
So let's go ahead and enter in a search volume range.
我们设置为3000到10000。
Let's go ahead and do 3,000 to 10,000.
再设置价格区间为20到40。
Let's go ahead and do a price of 20 to 40.
这次，我会把评论数量留空。
Now in this time, I'm gonna leave the review count blank.
好吧？
Alright?
我会把评论数留空。
I'm gonna leave the review count blank.
我马上给你解释为什么。
I'm gonna show you why in a second.
就像我经常建议的那样，最少单词数设为两个。
Like I always suggest, do minimum word count two.
好的。
Alright.
我们选择三个类别。
Let's choose three categories.
我们选择家居和厨房、厨房与餐饮，以及庭院、草坪和花园。
Let's go home and kitchen, kitchen and dining, and patio, lawn, and garden.
现在我们进入下面这两个高级筛选条件。
And now let's go into this bottom two advanced filters.
第一个是竞争对手收入。
The first one is called competitor revenue.
我打赌你们很多人，即使是Helium 10的专家，也从未使用过这个功能。
I bet you a lot of you, even who are helium ten professionals, you have not used this.
竞争对手收入基本上只查看Helium 10上次检查时的前10个产品。
Competitor revenue is basically only looking at the top 10 products the last time helium ten checked.
所以我要设置最低收入为5000以上，最低五。
So I'm gonna more than 5,000 minimum five.
这代表什么意思？
What does that mean?
我的意思是，在这个关键词的前10个产品中，我希望看到至少有五个产品的月销售额达到5000美元以上。
I'm saying that out of the top 10 products on this keyword, I would like to see one where five out of those 10 had, is doing at least $5,000 a month.
对于竞争对手的评论数，我会设置为少于150，并且最低为6。
And then for competitor reviews, I'm gonna put less than one fifty, and I'm gonna put minimum six.
同样，我的意思是：嘿，Helium 10，对于亚马逊上的任何一个关键词，给我展示一个符合所有这些其他筛选条件的产品——在首页自然排名的前10名中，评论数少于150条，也就是说，这个页面上有大量新产品。
And again, basically, I'm saying here is, hey, helium 10, out of any keyword on Amazon, show me one that has all these, other filters here, but we're out of the top 10 products organically ranked on page one, less six or less or six or more, I should say, sorry, has less than 150 reviews, meaning a lot of products are brand new on this page.
我们来点击搜索，看看会有什么结果。
Let's go ahead and hit search and see what we see.
好的。
Alright.
我这里得到了83个结果。
I got 83 results here.
这里有很多不错的关键词。
And, a lot of great keywords here.
用于睡眠的飞机头带。
Airplane head strap for sleeping.
这听起来对我来说很危险。
That sounds dangerous to me.
我根本不知道那是什么东西。
Don't even know what the heck that is.
一款沙拉碗套装。
A swell salad bowl kit.
我不知道这是什么意思。
I have no idea what that means.
深冻柜收纳盒，雪花球保温杯。
Deep freezer organizer bins, snow globe tumbler.
我们来看看这个雪花球吧。
Let's just look at the snow globe one.
你可能会想，天啊，这东西肯定已经严重饱和了。
You might think that, oh my goodness, that that's something that, is completely saturated.
但其实这是一个雪花球风格的保温杯，果然，看看这里最前面的产品。
But no, this is a tumbler, style of snow globe, and sure enough, look at the very first products here.
肯定有超过六个产品的评论数少于150条，要找到这个简直是不可能的。
There's definitely more than six that have less than a 150 reviews, and it would have been impossible to find this.
我甚至不知道这种东西还存在。
I didn't even know something like this, existed.
所以这大概是我寻找产品机会的首选方法。
So this is probably my number one go to way of finding product opportunity.
我的意思是，Helium 10 里有无数种方法。
I mean, there's tons of ways in Helium 10.
这是我最喜欢的方式：使用黑盒关键词，然后精准聚焦于这些前10名搜索结果中的动态，寻找我能验证并可能在亚马逊上销售的黄金机会。
This is my favorite way, is using black box keywords and then laser focusing my search to what's going on in those top 10 search results to find some golden opportunities, for me that I can potentially validate and maybe even start selling on Amazon.
如何利用亚马逊品牌分析来发现产品机会？
How to find product opportunity using Amazon brand analytics?
为什么这很重要？
Why is this important?
它如何帮你赚钱？
How can it make you money?
品牌分析是亚马逊几年前向公众开放的一项功能，当时人们都震惊于他们竟然会释放如此详细的数据。
Brand analytics is something that Amazon released to the general public a few years ago, and people were like flabbergasted that they would release that level of data.
它基本上能告诉你，亚马逊上每周、甚至每天、每月的顶级关键词是什么。
It basically tells you, what are the top keywords week by week or even day by day, month by month on Amazon.
它会根据搜索频率对这些关键词进行排名。
It ranks them as far as, you know, like their search frequency.
在这些前三个关键词中，它会告诉你哪三个产品被点击最多，以及它们占总点击量的百分比。
And then of those top three keywords, it tells you which three products were the most clicked and what percentage of the overall clicks they had.
在这三个点击量最高的产品中，哪个产品的转化率最高？
And then of those three products that were the most three clicked, what had the most conversions?
换句话说，哪个产品在该关键词下销量最高？
In other words, which had the most sales for that keyword?
这太棒了。
So it was amazing.
在亚马逊上查看这些数据的问题是，对于你们中那些拥有品牌注册的人，你们肯定有访问权限。
The problem with looking at it on Amazon, for those of you, you know, if you have brand registry, you definitely have accesses.
顺便说一下，要在Helium 10中使用这个工具，你必须将你的亚马逊账户连接到Helium 10，并且你的账户必须拥有品牌注册。
By the way, to use this tool in Helium 10, you have to have your Amazon account connected to, Helium 10, and you have to have brand registry in your account.
这正是我们能够向你展示这些信息的原因。
That's what allows us to be able to show this information to you.
但不管怎样，如果你有品牌注册，这将为你提供一些非常有趣的洞察。
But anyways, if you've got that brand registry, this is going to give you some some really interesting insights.
对于那些已经使用过的人，你们可能会发现，在亚马逊上很难真正筛选数据，因为它只会显示多达三百万个关键词，你必须将这个数据库下载到Excel文件中，如果你的电脑能处理三百万行的数据，再用数据透视表等工具来寻找机会，但你根本无法将其与Helium 10的数据点如搜索量等关联起来。
And for those of you who have had it, you might have found it difficult to really filter through on Amazon because it's only it will show you, like, 3,000,000 keywords, and you have to download this database into an Excel file if your computer can handle a 3,000,000 line database and then run pivot tables and stuff to try and and see opportunity, and you really couldn't link it to helium ten data points like search volume and things like that.
但现在不用再这样了。
Well, no longer.
接下来我们要在Black Box中介绍的，就是这个工具。
That is the next tool that we are going to go over here in Black Box.
这是顶部的第三个工具，叫做ABA顶级搜索词，它允许你输入条件，将Helium 10的数据与亚马逊品牌分析数据结合起来，以发现产品机会。
It's a third tool at the top called ABA top search terms, and it basically allows you to enter criteria that you can mix helium ten data with Amazon brand analytics data to find product opportunity.
所以在这个例子中，我会在ABA前三名总点击份额中设置最低值为60%。
So in this situation, I'm going to go ahead and put, under ABA top three total click share a minimum 60%.
也就是说，我想找到这样的关键词：亚马逊数据显示，点击量最高的三个产品合计占据了至少60%的点击量。
So what I'm basically saying is, hey, I want to see a a keyword where Amazon says that the top three products that were clicked have a total of at least 60% of the clicks.
但同时，这三个产品带来的转化量要达到130%。
But at the same time, those top three products have between 130% of the conversions.
为什么这对我说是机会呢？
Now why is this opportunity to me?
想想这说明了什么。
Well, think about what that's saying.
在一个理想的世界里，如果三个产品获得了60%的点击量，而每个人的转化率都相同，那么你预期这三个产品的销售额占比应该是多少？
In a equal world, if three products are getting 60% of the clicks and everybody had the same conversion rate, right, what would you expect those three products to their share of the sales would be?
应该是60%。
Should be 60%.
对吧？
Right?
但如果我找到一个关键词，它的点击量占60%，转化率却只有30%，这意味着什么？
But if I find one that gets 60% of the clicks, but only 30% of the conversions, what does that mean?
这意味着用户在这些排名前三的产品上流失了，最终转而购买了页面上其他根本不在前三点击列表中的商品。
That means these people are bouncing off of these top three products and ending up buying something else on the page that wasn't even one of the top three click.
所以现在你能明白，为什么我认为这是机会了吗？
So now you can you see why I think that's opportunity?
这就像是说，嘿。
It's like, hey.
如果我能弄清楚为什么人们会离开这个页面，并解决这个问题，我可能很容易就能接管他们的销量。
If I can figure out why people are bouncing off of that page and solve that problem, I could probably potentially easily take over their sales.
好的。
Alright.
我还在这儿的筛选条件里加了什么？
What else did I go ahead and enter in here into the filters?
我加入了搜索量，现在又把Helium 10的数据关联进来了。
I put in the search volume and now now I'm tying in helium 10 numbers.
搜索量在3,008之间。
Search volume between 3,008.
我还设置了最小字数，同样地，我加入了Helium 10的标题密度数据，并将最大值设为5。
I'm putting minimum word count too, and, again, I'm throwing in a a Helium 10 data point of title density with a maximum of five.
我们来看看这里有什么结果。
Let's go ahead and see what we see here.
好的。
Alright.
我筛选出了626个关键词，我们来看看这里排在首位的这个关键词。
I came up with 626 filter filtered keywords, and let's just take a look at this top one here that that came up.
带翻盖灯和镜子的集成梳妆台。
Integrated vanity with flip top light and mirror.
天哪。
Goodness gracious.
这是一个非常具体的关键词。
That is a very specific keyword.
对吧？
Right?
首先，我可以在这里看到一些数据，告诉我：嘿。
Well, first of all, can see some data points here that tells me, hey.
这个关键词的搜索量上个月增长了130%。
This is increasing in search volume, a 130% in the last month.
现在来看看这个。
Now take a look at this.
前三名的ASIN总共获得了80%的点击份额，但这些产品的转化份额只有16%。
The top three ASINs, they had a total click share of 80%, but those products only had a conversion share of 16%.
这意味着，80%的时间里，人们点击了这些产品，但最终购买的却是页面上根本不在前三名的其他产品。
Meaning that 80% of the time, people are clicking on these products and then they end up buying another product that wasn't even one of the top three clicked on the page.
所以，这对我来说是一个绝佳的潜在机会，去弄清楚：究竟是他们的主图、价格和标题的哪些方面，让人最初点了进去？
So that to me is is a golden potential opportunity to try and figure out, well, what was it about their main image and the price and the title that made somebody click it in the first place?
好的。
Alright.
那我该怎么才能获得这些点击呢？
So how can I get those clicks?
但页面上的哪些地方让他们不满意了？
But then what on that page don't they like?
他们反而选择了页面上的其他东西来购买。
And they're actually picking something else on the page to buy.
所以，这就是你可以查看品牌分析的一种方式。
So that's, the one way that you can go ahead and look at brand analytics.
还有更多方式可以筛选这些信息。
There's tons more ways to filter this information.
让我们在下一个策略中详细讨论这一点。
Let's go ahead and talk about that in the next strategy.
如何搜索和筛选亚马逊品牌分析中的关键词？
How to search and filter Amazon brand analytics keywords?
这为什么重要？
Why is this important?
它如何帮你赚钱？
How can it make you money?
如果我打算进入一个新细分市场，或者只是想了解自己产品或竞争对手产品在该细分市场中的情况，这就能帮你发现那些你可能忽视的热门关键词，甚至在你创建商品列表之前，就能找到正在为竞争对手带来销量的关键词。
Well, if I am looking into getting into a new niche or I am just trying to understand what's going on in my niche with my my own product or my competitor's product, this is a way that you can find top keywords that you might have been sleeping on or keywords even before you've started your listing helps you find those keywords that is getting sales for your competitors.
明白吗？
Alright?
让我们开始了解如何操作。
Let's go ahead and jump into how you can do this.
我们仍然在使用ABA顶级搜索词工具。
We're still in this ABA top search terms tool.
我将用它来搜索我竞争对手的棺材架产品。
I'm gonna use it in a way where I'm gonna search right here for one of my competitor coffin shelves.
对吧？
Right?
所以我复制了他们的ASIN，然后粘贴到这里。
So I just went ahead and copied their ASIN, and I put it here.
然后我可以使用很多不同的筛选条件，但这里我只想看看原始数据，它会显示在我选择的时间段内，当输入任何关键词时，哪些词是他们被点击最多的前三个关键词。
And then I could use a lot of different filters, here, but I'm just gonna go ahead and just look at what the raw data is, and it's showing me if I enter in any, ace in there, it's gonna show me for the time frame that I chose what were the the keywords that they were one of the top three clicked.
例如，我可以在这里看到，他们对于‘棺材装饰’这个关键词是点击量前三的产品之一。
And then, for example, I could see here they were one of the top three clicked for coffin decor.
所以我可能会想看看他们的转化份额是多少。
So I might wanna look at what what was their conversion share.
他们对于‘棺材架’这个关键词也是点击量前三的产品之一，我可以放大到我竞争对手的产品，看到这个关键词他们占据了所有销量的23.8%。
They were one of the top three clicked for coffin shelf, and I could zoom in to my competitor's product, and I can see that for this keyword, they got 23.8% out of all the sales.
但我的产品只获得了4.8%。
But me, my product, I only got 4.8%.
所以我可能需要深入研究一下，看看问题出在哪里。
So I I might wanna look into that and figure out what's going on.
另一个关键词是：哥特风货架。
Another keyword here, goth shelf.
我的产品，让我看看。
My product let me see.
我的产品甚至没有出现在前三个点击排名中。
My product is not even showing up here as one of the top three click.
也许我根本就没有在这个关键词‘哥特风货架’上排名，但我的竞争对手却从它那里获得了销量。
Maybe I'm not even ranked for this keyword goth shelf, but my competitor is getting sales from it.
所以，我可以有两种做法。
So I can do this one of two ways.
我可以输入我的ASIN，或者竞争对手的ASIN，或者多个竞争对手的ASIN，也可以直接输入关键词。
I can enter in my ASIN or a competitor ASIN or multi competitor's ASIN, or I can enter in a keyword.
比如，我可以输入‘棺材’这个词。
Like, for example, I can enter in coffin.
对吧？
Right?
然后，这个工具会输出所有包含‘棺材’这个词、且搜索量不低于我设定最低值的长尾关键词，这样我就能获得一些关于人们搜索包含‘棺材’这个词的关键词的灵感。
And then basically, what's gonna be spit out is all of the longer tail keywords that have coffin in it that has the minimum search one that I specify in this tool, and then I could maybe get some ideas about what people are searching for that has the word coffin in it.
所以，这个工具有多种不同的使用方式。
So there's a lot of different ways to use this tool.
记住，品牌分析中的这些顶部搜索数据，并不是来自Helium 10的某种算法或估算结果。
Remember, this data from brand analytics about top search, this isn't some helium 10 algorithm or some estimate that we're doing.
这些数据直接来自亚马逊。
This is coming directly from Amazon.
而在Helium 10中使用它，而不是在卖家中心使用的好处是，我现在可以将它与Helium 10独有的数据点结合起来，比如搜索量、标题密度、搜索量趋势、预估销量等，这些在卖家中心是看不到的，从而帮助你更深入地理解某些关键词的情况，谁获得了最多的点击、谁获得了最多的转化，以及你可能存在的机会在哪里。
And what the benefit of using it here in Helium 10 as opposed to in Seller Central is now I can combine it with some Helium 10 unique data points that you don't have in Seller Central, such as the search volume and title density and, you know, the search volume trends and estimated sales and things like that to really help you understand what's going on with certain keywords and who's getting the most clicks, who's getting the most conversions, and where there might be opportunity for you.
如何为任何亚马逊产品找到竞争对手？
How to find competitors for any Amazon product?
为什么这很重要？
Why is this important?
它如何帮你赚钱？
How can it make you money?
如果你正在研究一个新细分市场，你可能想了解整个竞争格局。
Well, if you are, trying to research a new niche, you might want to understand, like, the the playing field.
对吧？
Right?
好吧。
Alright.
这个领域有哪些玩家？我需要警惕谁？
Who who are the players in this game, and who do I need to watch out for?
我需要研究哪些关键词，以了解他们的销量来源？
Who do I need to research as far as at the keyword level to see where they're getting their sales from?
这个工具能帮你做到这一点。
Well, this tool is going to allow you to do that.
你只需输入任何一个有一定销售历史的ASIN。
You just put in any ASIN that that has some kind of history.
你不能输入一个完全新品、从未售出过任何一件、也没有在任何关键词上排名的产品。
You you can't put in something that is a brand new product that's never sold one unit at all or is not ranking on any keywords.
但如果某个产品至少有一些销售历史，你就能看到与它最相关的其他产品，这些产品是基于它们共同排名的关键词数量来确定的。
But if there's a product that has at least a little bit of history, you are gonna be able to see the closest linked products to there based on, the number of keywords that they are similarly ranked for.
换句话说，如果我在找一个棺材架，我输入‘棺材架’，就会看到其他可能在相同关键词上排名较高的产品，比如‘棺材架’、‘高尔夫架’之类的关键词。
In other words, if I'm looking for a coffin shelf, I or I put it in a coffin shelf there, I'm gonna see, other products that are ranking probably high for the same keywords of that initial coffin shelf, you know, coffin shelf, golf shelf, probably keywords like that.
让我演示一下如何使用这个功能。
Let me show you how to use that.
我们现在进入了Helium 10的一个新工具。
We're now in a new tool in Helium 10.
它仍然处于黑盒阶段，这是第四个标签页。
It's still in black box, and this is the fourth tab.
它叫做‘竞争对手’。
It's called competitor.
所以请确保点击这个，然后输入你自己的产品ASIN，如果你想查看自己产品或任何竞品的情况。
So make sure to click that, and then just put in the ASIN of your own product if you wanna look at what's going on your own product or any competitor product.
这里，我输入了我一个竞品的棺材架ASIN，让我们看看有哪些顶级竞品。
Here, I put in one of my competitor coffin shelves, and let's go ahead and see what are the top competitors.
点击搜索，现在你可以看到，我实际上得到了179个产品。
Hit search, and now as you can see, I actually got a 179 products.
你会注意到，默认是按P指数排序的。
Now you'll notice that it's a default ranked by p index.
这个P指数大致表示产品与我输入的产品在关键词排名上的相似程度。
This p index is kind of like the number of how closely ranked the product is or how close this product is to the product that I entered in.
所以P指数为10的，意味着它与我输入的产品所使用的关键词重合度最高，在亚马逊上比其他任何产品都更相似。
So the one with the 10, that means it's the the product that is most is ranking for the most similar keywords than any other product on Amazon to whatever product I had put in.
再看看这些产品。
And take a look at some of these products.
我们有棺材化妆架、其他普通的棺材架，但看看这个。
We've got coffin makeup shelves, other regular coffin shelves, but look at this.
这里还有一些蝙蝠架。
There's some bat shelves here.
你可能没想到，这些蝙蝠架其实是在竞争相同的关键词。
You might not have thought that, hey, these bat shelves are competing for the same keywords.
此外，还有一些蜘蛛网架，你可能根本不知道这种东西还存在。
In addition, there's some spider web shelves that, you know, you might not have even known was a thing.
所以这是一个很好的工具，可以帮助你理解这一点。
So this is a great tool to understand that.
好的。
Alright.
接下来，你可能需要使用像Cerebro这样的关键词研究工具，找出这些产品与该产品排名相似的关键词有哪些。
Hey, the next step is need to maybe go to one of the healing tens keyword research tools like Cerebro and find out what are the what are these keywords that it's ranking for similarly to this product?
我可能会选其中另一个产品，开始一个新的黑盒竞品研究。
And I might take one of these other products and start a new black box competitor research.
使用这个工具的另一种方式是，这些产品可能是你在赞助展示或赞助产品广告活动中值得瞄准的绝佳机会。
The other way to use this tool is these might be great opportunities to target in your sponsored display or sponsored product campaigns.
比如，如果你刚起步，想瞄准某些关键词或某些产品，让你的产品出现在它们的页面上，从而有望促成销售。
Like, especially if you're just getting started out and you're like, alright, I wanna, you know, target certain keywords or certain products so that my product will show up on their page and hopefully, get the sale.
所以，也许我正在这个页面上，看到了一大串关键词，但我想，嘿。
So maybe I'm on this page and I get this big list of keywords, but maybe I say, hey.
我想看看所有评论数少于50条的产品。
I wanna see all of these products, the ones that have less than 50 reviews.
对吧？
Right?
或者那些价格比我的更高的产品。
Or maybe the ones that are priced higher than mine.
我要说，嘿。
I'm gonna say, hey.
给我显示那些价格超过30美元但评论数少于50条的产品。
Show me the ones that are priced over $30 but have less than 50 reviews.
现在我就想，嘿。
And now I'm like, hey.
你知道吗？
You know what?
我的产品比这些产品更有吸引力。
My product is more appealing than these products.
这些就是我要启动PPC产品定位广告活动的目标。
These are the ones I'm gonna start a PPC product targeting campaign on.
所以，这是一个非常好的工具，可以再次进行竞争对手研究，并为你的赞助展示和赞助产品广告活动获取投放关键词。
So this is a great tool to again do competitor research and get PPC targets for your sponsored display and sponsored product campaigns.
如何在不登录亚马逊的情况下对亚马逊搜索结果进行超精细筛选。
How to hyper filter Amazon search results without even being on Amazon.
这为什么重要？
Why is this important?
它如何帮你赚钱？
How can it make you money?
好吧，你可能想做一些非常详细的调研，而这些调研如果只是在亚马逊上操作，即使你安装了Helium 10浏览器扩展，也可能很难筛选出来。
Well, you might want to do some very detailed research that maybe it's a little bit difficult to filter through if you're just on Amazon, even if you do have the Helium 10 Chrome extension.
实际上，你可以在Helium 10中进行超精细筛选，从而精准锁定那些你为PPC投放活动所寻找的特定目标。
Well, you can do some hyper filtering actually within Helium 10 so that you really you really can, like, narrow down, some special targets that you might be looking for for your PPC targeting campaigns.
现在我们进入了一个之前还没提到的新工具，这就是Black Box细分市场。
So now we are in a new tool that we haven't talked about yet, and this is Black Box niche.
明白吗？
Alright?
这是第一、二、三、四个。
This is the one, two, three, four.
这是Black Box里的第五个产品，第五个标签。
This is the fifth product here in Black Box, the fifth tab.
所以点击细分市场，各位，这非常简单。
So hit niche, and this is really simple guys.
这真的是最容易使用的工具之一。
Like like, this is one of the easiest tools to use.
你只需要输入一个关键词或搜索短语，比如我现在就输入‘棺材架’，这就和我在亚马逊上搜索一样。
All you have to do is type in a keyword, search phrase, like I'm gonna go ahead and put in coffin shelf right here, and this is just like if I was searching on Amazon.
结果会和我在亚马逊上看到的非常相似。
The results are gonna be very similar what I would see in Amazon.
好了，我们来看一下。
And here we go.
我找到了174个产品，这里显示的排名与你在亚马逊搜索结果中看到的非常相似。
I've got a 174 products that have come up, and this is kind of like the ranking that you see here is very similar to what you are going to see on the, Amazon search results.
但同样，我可能想在这里进行更精细的筛选，比如，显示那些卖家数量少于一个或少于两个的产品。
But again, I might want to go ahead and do some hyper filtering here, like, hey, show me the products here where there are less than one seller or or less than two sellers.
显示那些有不同规格的产品。
Show me the ones that have variations.
显示那些没有不同规格的产品。
Show me the ones that don't have variations.
显示那些图片少于三张、评论数少于这个数量、价格在这个范围内的产品。
So show me the products that have less than three images, and less than this number of reviews, and in this price range.
所以这和上一个策略非常相似。
So it's very similar to that last strategy.
这让我能够对特定的一组搜索结果进行精准筛选，从而选择一些我可以瞄准的竞争对手进行产品定位。
It really allows me to hyper filter here a certain set of search results so I can choose some competitors that I can go after maybe in my product targeting.
这与几年前像乐高这样的大公司告诉我的做法非常相似，他们会直接把亚马逊的搜索结果全部导入到PPC投放活动中，看看哪些能见效。
This is something very similar to what, you know, big companies like Lego told me that they use a few years ago where they would just like take Amazon search results and just throw them all into a PPC targeting campaign and just see which one would stick.
这比仅仅取前几页的所有搜索结果要好一些。
Well, this is a little bit better than just taking all the search results from the first couple of pages.
他们当时实际上使用了Chrome扩展程序，因为也许我不希望瞄准与蝙蝠相关的产品。
They were actually using the Chrome extension for that because maybe I don't want to target bat related products.
对吧？
Right?
在搜索‘棺材架’时，这里出现了‘蝙蝠架’。
There's bat shelves that came up here in the search for coffin shelf.
所以我可以使用这个工具，立即排除标题中包含‘蝙蝠’这个关键词的任何产品。
So what I could do is I could use this tool and instantly exclude any product that had the the keyword bat in the title.
我可以设定，比如，我只想查看那些评论数少于100的产品的搜索结果，因为我的产品是新品。
I could say, hey, maybe I only wanna see what are the search results of the products that have less than 100 reviews because my product is new.
我只有20条评价，不想去 targeting 那些有一千条评价的产品。
I've only got 20 reviews, and I don't wanna be targeting the the products that have a thousand reviews.
对吧？
Right?
我在这里点一下按钮就能做到。
I can do that right here with a click of a button.
所以，如果你正在寻找帮助来优化你的PPC投放策略，真正精准地筛选搜索结果，而不用在亚马逊页面上盲目摸索，一定要使用Black Box Niche。
So again, if you're looking for help with your PPC targeting campaigns and to really hyper focus your search results without having to stumble around, on the Amazon page itself, make sure to use black box niche.
如何查看任何亚马逊商品经常一起购买的商品历史记录。
How to view the history of items frequently bought together with any other Amazon product.
这为什么重要？
Why is this important?
它如何帮你赚钱？
How can it make you money?
这是Black Box我最喜爱的功能之一。
This is one of my favorite features of Black Box.
对吧？
Right?
你们首先知道什么是‘经常一起购买’吗？
Do you guys, first of all, know what frequently bought together is?
让我来给你们演示一下。
Let me let me go ahead and show you.
明白吗？
Alright?
所以，如果你正在浏览任何有销售记录的亚马逊商品页面，往下滚动一点，通常会看到一个名为‘经常一起购买’的板块。
So on if you're on any Amazon page that has some sales history and you scroll down a little bit, you'll usually see this section that says frequently bought together.
比如，我现在正在看我竞争对手的棺材架商品页面，可以看到，这个蝙蝠形状的架子是人们经常一起购买的，这个蜘蛛网形状的架子也是人们常一起买的。
Like for example here, I'm looking at my competitor coffin shelf listing and I can see that, hey, this bat shaped shelf is something people buy together and this spider web shaped shelf is something that people buy together.
这很重要，原因有两个。
Now this is important because, for two reasons.
第一，你以后可能想做一些独特的组合套装。
Number one, you might want to do some kind of unique bundle later on.
我想把两个产品组合在一起，做到独特。
Like, I wanna put two products together and be unique.
与其猜测，购买我产品的人还会买什么，不如直接利用亚马逊的数据。
Well, instead of guessing, what would somebody who buys my product also buy?
使用亚马逊的数据。
Use Amazon's data.
这正是它的意思。
This is literally what this means.
亚马逊在告诉你：嘿。
Amazon is telling you that, hey.
我们有数据显示，购买这种棺材架的人，同时也会购买这个蝙蝠架或这个蜘蛛网架。
We show a history that people who buy this coffin shelf, they are buying this bat shelf and or this spider web shelf at the same time.
所以理论上，至少对这些顾客来说，如果有一个产品把棺材架和蜘蛛网架组合在一起，他们很可能会直接购买，因为这样只需添加一件商品到购物车，而不是两件。
So theoretically speaking, for those customers at least, if there was a product that had the coffin shelf and the spider web shelf together, they probably would buy it just so they could have one product instead of having to buy add two things to their shopping cart.
因此，这是一种通过捆绑来拓展产品线的方式，或者也可以直接作为产品线的延伸。
So that's a way to add a potential product line extensions via bundling, or it could be just as a straight product line extension.
嘿。
Like, hey.
我在卖这种诡异的棺材架。
I'm selling this spooky coffin shelf.
在我的细分市场里，人们还对哪些产品感兴趣？
What other products are people interested in my niche?
有数据显示，购买蝙蝠形状架子的人，也同时购买棺材架。
Oh, there's a history of people who buy shelves shaped like bats who are the same, who are buying coffin shelves.
所以，我或许应该直接把这个产品加进来。
So I might want to go ahead and add that as product.
这另一个好处是有助于产品精准定位，比如在亚马逊上做赞助展示广告或ASIN定位广告。
So another way that this is good is potential product targeting, sponsored display ads, ASIN targeting ads that you would do on Amazon.
原因如下。
And here's the reason.
如果你查看像棺材架或胶原蛋白肽这样的产品，观察它们在赞助广告中被哪些产品推广，通常都是同类产品，这没问题。
If you were to look at products like coffin shelves or collagen peptides, and you look at what products are targeting them in sponsored ads, it's usually the same type of product, which is fine.
你知道吗，如果我在卖棺材架，我就应该针对其他棺材架进行推广。
You know, if I'm selling a coffin shelf, I should be targeting other coffin shelves.
但关键是。
But here's the thing.
亚马逊告诉我，人们对蝙蝠架也有兴趣。
Amazon is telling me that there's an interest in bat shelves.
对吧？
Right?
那为什么不成为少数几个蝙蝠架之一呢？
So why not be one of the few bat shelves?
或者，如果你有棺材架，为什么不成为在蝙蝠架页面上做广告的少数几个棺材架之一呢？
Or or if you're if you have a coffin shelf, why not be one of the few, if only coffin shelves that is advertising on a bat shelf page?
对吧？
Right?
所以，这也是我特别喜欢分析这一点的另一个原因。
So this is another reason why I really like looking at this.
现在我可以每天都在亚马逊上刷新页面，把看到的商品ASIN一个个记下来。
Now I could just go on Amazon every single day and refresh the page and start writing down the ASIN of what I see here.
实际上，这些内容一天之中有时会变化。
It actually changes sometimes throughout the day.
每隔一天，它可能会有所不同。
Every other day, it might change.
这是一项非常繁琐的任务。
That's a very tedious task.
有一种方法可以用Helium 10来实现。
There's one way you can do with helium 10.
明白吗？
Alright?
所以，拿你竞争对手的商品ASIN，或者你自己的产品ASIN，粘贴到这个工具里——黑盒产品定位。
So take the ASIN from your competitor or even from your product, and then paste it into this tool, black box product targeting.
这是黑盒界面里最末尾的那个标签。
It's the very, last tab that you see in black box.
你只需要把ASIN粘贴进去，按空格键，然后点击搜索。
And all you have to do is paste it into ASINs, press space bar, and then go ahead and press search.
我们来看看哪些产品经常和这个一起被购买。
Let's take a look at what products are frequently bought together with this one.
好的。
Alright.
17个产品。
17 product.
你看，亚马逊只给我显示了三个，但在这里，如果我筛选出‘经常一起购买’的产品，我会看到一些贴纸、蝙蝠形状的贴纸。
You see, Amazon is only showing me three, but here, if I filter this out, for frequently bought together, I see some stickers, some bat shaped stickers.
我看到了在亚马逊页面上见过的蜘蛛网架子。
I see that spider web shelf that I saw on the Amazon page.
还有那个蝙蝠架子。
There's that bat shelf.
我还看到了什么？
What else do I see here?
另一个棺材形状的架子。
Another coffin shelf.
哦，哇。
Oh, wow.
看看这个。
Look at this.
这里有一个月亮形状的捕梦网。
Here's a dream catcher that's shaped like a moon.
这里有一个棺材形状的镜子，另一种蝙蝠形状的架子。
Here's a coffin shape mirror, another kind of bat shelf.
所以我可以看到过去一两个月内经常一起购买的产品的完整历史，共有17种。
So I can see the full history over the last month or two of products that are frequently bought together, 17 of them.
我还可以用这个来看亚马逊建议人们推广什么产品。
Another thing I could use this for is seeing what Amazon is suggesting that people advertise for.
亚马逊有自己的算法，对于任何产品，亚马逊都会给你推荐它建议你推广的内容。
Amazon has their own algorithm and say, for any product, Amazon will will give you suggestions on what it suggests you advertise for.
所以，如果我想查看这个，只需点击这里这个亚马逊推荐筛选器即可。
So if I want to see that, I would just hit the Amazon suggested filter right here.
然后，如果这个数据库中有任何相关数据，Helium 10 会显示这些数据确实来自亚马逊，并且被选为‘经常一起购买’的商品。
And then if there's anything available in this database, Helium ten is gonna show that that's actually coming from Amazon and chose this so is this frequently bought together.
所以，朋友们，这真的是一个绝佳的方法，用于发现捆绑销售选项、产品线延伸创意，更重要的是，找到可以用于PPC广告或赞助展示广告的目标ASIN，这能让你在竞争中占据优势。
So this is really, guys, a great method for finding bundling options, finding product line extension ideas, and most importantly, finding PPC product, targeting ASINs or sponsored display ASINs that you could, target that really could give you a a leg up on the competition.
好了，朋友们。
Alright, guys.
希望你们喜欢这次深入的产品研究分享。
Hope you enjoyed this deep dive into product research.
如果你们正在观看此视频，并且所在平台允许留言，请在下方评论区告诉我。
Let me know in in the comments below if you're if you're watching this, in a place that allows you to make comments.
今天我们讲到的内容中，你们之前从未使用过多少项？
How many of what we went over today have you never used before?
我打赌，你们很多人之前都用过黑箱产品。
I bet you guys a lot of you have used Black Box products before.
有多少人之前在使用我提到的Black Box关键词和前10名筛选功能？
How many of you were using that Black Box keywords, top 10 filter that I that I talked about?
有多少人之前在使用Black Box细分市场功能？
How many of you have were using black box niche?
那我刚才给你的最后一个产品定位技巧呢？
How about this last product targeting tip that I gave you?
各位，这些每一个都是不同的策略，都有可能为你的公司带来收入。
Guys, every single one of these are different strategies that potentially could make your company money.
所以如果你没有使用它们，你可能正在白白错过赚钱的机会。
So if you're not using it, you are potentially leaving money on the table.
现在我认为几乎所有这些工具都对铂金及以上级别开放。
Now I believe almost all of these tools are open to platinum and above.
根据你听到这段内容的时间，其中一些工具，比如品牌分析，可能仅对Dive In Numbers用户开放。
Depending on when you're listening to this, one of them like the brand analytics might be only available to, dive in numbers.
我们之前提到的另一个限制是，品牌分析数据只有在你的亚马逊账户已连接到Helium 10，并且我们能验证你已注册品牌备案时才能使用，这是亚马逊的服务条款要求。
The other gating that we'd have here, like I said before, is the brand analytics data will only work if you have your Amazon account connected to Helium ten, and we can verify that you have brand registry because that's Amazon terms of service.
但除此之外，如果你只有普通的白金账户，你也能使用这些工具。
But other than that, if you've just got a regular platinum account, you've got access to these tools.
所以一定要开始使用它们。
So make sure to start making use of it.
我认为你们通过使用这些策略，能够赚到更多钱。
I think you guys are going to be able to make a little bit more money by using some of these strategies.
希望你们喜欢这次的内容，我们下一期再见。
Hope you enjoyed this, and we'll see you in the next episode.
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