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亚马逊品牌名与店铺名设置策略：提升SEO与转化率的专业指南

中文内容：

在亚马逊运营中，品牌名与店铺名的设置直接影响着产品的搜索排名和买家信任度。近期有卖家咨询是否应该将品牌名和店铺名设为完全一致，本文将深入分析这个问题并提供专业解决方案。

亚马逊品牌政策演变

2017年以前，卖家可以随意填写"无品牌"或任意单词作为品牌名。但如今亚马逊政策收紧，未备案品牌填写"No Brand"或"N/A"已变得困难。正确的品牌设置对SEO和销售至关重要。

成功案例分析

研究大卖家的命名策略可以发现规律：

• Anker：品牌名"Anker"，店铺名"Anker Direct"
• Aukey：店铺名"Lucient US"，突出本土化

专业命名建议

1. 垂直品类店铺：品牌名+品类关键词（如"Apple Electronic Store"）

2. 品牌直营店：品牌名+Direct/Warehouse/Outlets

3. 短期销售店铺：可随意命名，但不利于长期品牌建设

SEO优化技巧

• 在店铺名中加入地域标识（如"US"）提升本土信任度

• 使用品类关键词增强搜索曝光

• 保持品牌一致性建立长期价值

English Content:

In Amazon operations, the setup of brand names and store names directly impacts product search rankings and buyer trust. Recently, sellers have inquired whether brand names and store names should be identical. This article provides an in-depth analysis and professional solutions.

Evolution of Amazon Brand Policies

Before 2017, sellers could freely enter "No Brand" or any word as brand names. However, Amazon has tightened policies, making it difficult to use "No Brand" or "N/A" without brand registration. Proper brand setup is crucial for SEO and sales performance.

Case Studies of Successful Sellers

Research on top sellers reveals naming patterns:

• Anker: Brand name "Anker", store name "Anker Direct"
• Aukey: Store name "Lucient US", emphasizing localization

Professional Naming Recommendations

1. Vertical Category Stores: Brand name + category keywords (e.g., "Apple Electronic Store")

2. Brand Flagship Stores: Brand name + Direct/Warehouse/Outlets

3. Short-term Sales Stores: Flexible naming but detrimental to long-term brand building

SEO Optimization Techniques

• Add geographic identifiers (e.g., "US") to store names to enhance local trust

• Incorporate category keywords to improve search visibility

• Maintain brand consistency to build long-term value

Source: Amy聊跨境 (Cross-border Insights by Amy)

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