在亚马逊的运营体系中，榜单始终是流量和信任度的重要来源。很多卖家熟悉“Best Sellers（畅销榜）”，但其实“New Releases（新品榜）”同样是新品突破的关键舞台。对于刚上线的产品而言，进入新品榜不仅意味着能获得更多自然曝光，还可能带来搜索排名的提升和转化的加速。
In Amazon’s ecosystem, ranking lists are always a vital source of traffic and trust. While many sellers are familiar with the Best Sellers list, the New Releases list is equally critical for new products. For newly launched items, appearing on the New Releases list not only brings more natural exposure but can also boost search ranking and accelerate conversions.
一、新品榜的定义与价值 What is the New Releases List and Why It Matters?
亚马逊新品榜（New Releases）是基于最近30天内上线的新商品，根据销量表现进行排名的榜单。它与畅销榜不同，后者关注的是长期累计销量，而新品榜则更像是“新秀场”，让新产品在短时间内获得展示机会。
The Amazon New Releases list ranks products launched within the past 30 days based on their sales performance. Unlike the Best Sellers list, which favors long-term cumulative sales, the New Releases list acts as a stage for newcomers, giving new products a chance to shine quickly.
其价值主要体现在三个方面：
曝光：新品榜常出现在类目页和搜索推荐中，天然自带流量入口。
信任背书：买家在浏览时，看到“New Releases”标识，会提升对新品的接受度。
引流到畅销榜：在新品榜表现出色的商品，更容易在后期过渡到畅销榜。
Its value lies in three aspects:Exposure – The New Releases badge often appears on category pages and search recommendations, providing traffic entry points.
Trust – Shoppers tend to trust items tagged with “New Releases,” making them more willing to try.
Path to Best Sellers – Strong performance in New Releases increases the likelihood of transitioning into the Best Sellers list.
二、新品榜的入口路径 How to Access the New Releases List
想要进入新品榜，有几条路径：
通过亚马逊前台：在主页导航栏“Best Sellers”入口中，点击“New Releases”，即可进入各类目的新品榜单。
搜索结果页推荐：部分关键词搜索时，系统会在结果中插入新品榜产品模块。
类目子页面：在对应类目下，消费者能直接点击“New Releases”查看近期热销新品。
There are several ways to access the New Releases list:Amazon Front Page – From the homepage navigation bar under “Best Sellers,” click “New Releases” to view category-specific lists.
Search Results Recommendation – For some keywords, Amazon inserts New Releases products within search results.
Category Sub-Pages – Within category pages, shoppers can directly access “New Releases” to see trending new items.
对卖家而言，理解这些入口不仅是知道消费者怎么找到榜单，更是要反向思考如何利用这些流量入口进行推广，比如在投广告时配合榜单趋势、在社媒推广时借助“新品上榜”的标签做营销。
For sellers, understanding these entry points is not just about knowing where customers see the list, but also about leveraging them strategically. For example, aligning ad campaigns with trending items or using the “New Releases” badge as a marketing hook on social media.
三、新品榜的影响因素 Key Factors That Affect Ranking in New Releases
进入新品榜不是随机的，亚马逊主要参考以下几个指标：
短期销量：新品在上线后的30天内销量越高，越容易上榜。
转化率与评价：即便评论数量少，但如果转化率高，仍有机会进入榜单。
类目选择：精准的类目归类是前提，放错类目即便销量不错，也可能进不了榜。
价格策略：合理定价能帮助新品快速积累销量，从而触发榜单算法。
Getting onto the New Releases list is not random. Amazon primarily considers:Short-term Sales – The more units sold within the first 30 days, the higher the chance of ranking.
Conversion Rate & Reviews – Even with few reviews, high conversion can push products onto the list.
Category Placement – Accurate categorization is essential; misplacement can disqualify a product despite strong sales.
Pricing Strategy – Competitive pricing helps new products build sales momentum and trigger ranking signals.
亚马逊新品榜既是展示平台，也是成长阶梯。对于卖家而言，理解其入口路径和排名逻辑，就能在新品期抓住更高的曝光机会，形成销量突破口。随着竞争越来越激烈，能否在新品上线的黄金30天冲上榜单，往往决定了一款产品未来的走向。
The Amazon New Releases list is both a showcase and a growth ladder. For sellers, mastering its entry paths and ranking logic provides a chance to maximize exposure during the critical first 30 days. In today’s competitive landscape, whether a product can break into this list often determines its long-term trajectory.
