--- title: Noon 卖家货号（Seller SKU）产品卖点（Feature Bullets）和产品描述怎么写？写法技巧+被拒原因全解析 date: 2026-09-17 description: 在 noon 后台上架商品时，产品卖点（Feature Bullets）和产品描述（Product Description）是决定买家下不下单的关键内容。卖点写得好，能直接拉动黄金购买位（Buy Box）的转化；描述写得清楚，买家少问问题、少退货。这篇把 noon 官方对卖家货号（Seller… source: https://noonmate.com/docs/feature-bullets-product-highlights-and-description-for-the-seller-sku.html --- 在 Noon 后台上架商品时，产品卖点（Feature Bullets）和产品描述（Product Description）是决定买家下不下单的关键内容。卖点写得好，能直接拉动黄金购买位（Buy Box）的转化；描述写得清楚，买家少问问题、少退货。这篇把 Noon 官方对卖家货号（Seller SKU）卖点和描述的写法要求、常见被拒原因、好差示例都整理出来，帮你一次过审。 ## **产品卖点（Feature Bullets / Product Highlights）** 产品卖点（在商品详情页上显示为 Product Highlights）是你详细介绍商品卖点的重要板块之一。如果有重要信息因为某些原因没法写进属性里，就必须放到卖点里。它是商品页面的重要组成部分，能把关键信息突出展示，帮买家更快做购买决定。所以，建议每个商品写 5 条卖点，并且聚焦在商品的核心卖点上。 ## **写产品卖点的几个技巧：** - 每条卖点要简短，但信息要到位。 - 别把每个细节都塞进卖点，挑买家最需要知道的重点写。 - 把最重要的卖点放在第一条。 - 同一条卖点里如果要分隔短语，用分号 **(;)**。 - 每条卖点首字母大写。 ## **写产品卖点时，下面这些错误要避开：** - 每条卖点不能超过 250 个字符。 - 别写空泛的卖点，越具体越好。 - 卖点里不能出现销售和促销信息。 - 不允许使用特殊字符，比如 ^、½、@、^、\*、#、$ 等。 - 不能提及其他电商平台，比如 Sold on Amazon、Namshi 等。 - 卖点结尾不要加标点符号，比如逗号、句号、分号、问号等。 - 确保短语没有语法错误或拼写错误。 - 卖点里不要用表情符号（emoji）。 ## **被拒原因：** 下面这些例子是提交卖点和描述时最常见的被拒原因，每个例子里错误部分用红色标出，方便对照。 **被拒原因 1：卖点/描述 - 信息不一致（Information Mismatch）** 卖点里写的必须是正确的商品描述，而且要包含该商品的具体信息。 :::label 示例 1：卖点里的商品类型和纱支数与标题里的信息对不上。 ::: ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/6e033202a3cd4e10a85d458ba6d77a5f.jpg) **标题：** 4-Piece Bed Sheet Set, 400 Thread Count Cotton White King。 **卖点：** - Rejuvenate your bedroom with this reversible comforter set which pairs beautifully with any sheet color. - Printed on superior 100% cotton 180 Thread count base for that extra soft feel and comfort. - Silky soft, luxurious, wrinkle-resistant. - Amazingly soft hollow siliconized polyester filling which is plush and comfortable. :::label 示例 2：卖点和规格对不上。 ::: ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/d8a6cc0345314fe4b8226101b59def4f.jpg) **标题：** Must Haves Snap Track Pants Black/White。 **卖点：** - Made up of 100% high-quality cotton. - Elastic waistband for an adjustable fit. - Dri-FIT Technology moves sweat away from your skin. **规格里写的是：** **Material**：Combination。**Material Composition**：53% Cotton. 47% Recycled Polyester。 **被拒原因 2：卖点/描述 - 内容重复（Word Repetition）** 卖点里不建议重复同样的信息。 :::label 示例 1：第 2 条和第 5 条卖点重复。 ::: ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/a0b41281b3bc475dad25e9f769b604c2.jpg) **卖点：** - Advanced microphone system and HD Voice for clear calls in windy or noisy environments. - Up to 15 hours of playtime with a rechargeable lithium-ion battery. - Advanced microphone system and HD Voice for clear calls in windy or noisy environments. - A quick 15-minute charge provides up to 2 hours of playtime. - Up to 15 hours of playtime with a rechargeable lithium-ion battery. :::label 示例 2：第 1 条和第 3 条卖点说的是同一件事。 ::: ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/626c6357415c47b5ad2ec4a200b69423.jpg) **卖点：** - A massive 25000mAh battery keeps your device charged for long hours. - Compact and sleek for easy portability. - A 25000mAh power bank with ultra-high capacity can charge your iPhone 12 /11 above 6 times, Samsung Galaxy S20 above 5 times. - With a matte finish body and lightweight, this power bank becomes a stylish accessory and is comfortable to carry around with you everywhere. **被拒原因 3：卖点/描述 - 超链接（Hyperlink）** 不要放店铺链接、联系方式，也不要提及其他外部网站。 :::label 示例 1：第 5 条卖点里放了 YouTube 链接。 ::: ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/1c288fb03b984a5eba8fa58c58550877.jpg) **卖点：** - Connects over Wi-Fi for multiplayer gaming; Up to 8 consoles can be connected for local wireless multiplayer. - 3 Play Styles: TV Mode, Tabletop Mode, Handheld Mode. - 6.2-inch, multi-touch capacitive touch screen. - Refer to link for more details: https://www.youtube.com/watch?v=y9b2vxjP0po :::label 示例 2：第 5 条卖点里放了邮箱地址。 ::: ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/70260a55f2a34c959baadfd6665b6c2a.jpg) **卖点：** - Decked with an integrated processor 7200U that gives the system uninterrupted performance. - The 14-inch display delivers bright crisp visuals to enjoy your movies and music videos. - Massive 4GB DDR4 SDRAM provides you with all the speed you need. - The high capacity battery powers the device for prolonged hours on a single charge. - For any further queries, you may contact abc1234@gmail.com. **被拒原因 4：卖点/描述 - 句子结构错误（Incorrect Sentence Formation）** 商品描述语法要正确，不能有拼写错误。 :::label 示例 1：卖点里有语法错误和拼写错误。 ::: ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/304c417fb2e847138316720eccf9f6d8.jpg) **卖点：** - Features sturdy handles hold the cup comfortably. - Paella pan has a simple and egronomic design. - Handles are firmly attached to the pan and allow a comfortable grip. - Convenient size makes it easy to store away when not in use. **被拒原因 5：卖点/描述 - HTML 标签（HTML Tags）** 卖点里不能出现 HTML 标签。 :::label 示例 1：前 2 条卖点里有 HTML 标签。 ::: ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/26a42cef6475478cbd3dc5b0c2e19085.jpg) **卖点：** - Decked with an integrated processor 7200U that gives the system uninterrupted performance - The 14-inch display delivers bright crisp visuals to enjoy your movies and music videos - Massive 4GB DDR4 SDRAM provides you with all the speed you need. ## **产品描述（Product Description）** 产品描述显示在商品详情页的「**Overview**」标签页里。产品描述里的信息必须独特、准确，能帮买家做出明智的购买决定。同时，描述要能回答买家对商品的常见疑问，详细说明商品功能和好处，打动潜在买家下单。 **写有效的商品目录描述，可以参考下面几点：** - 描述要有用、相关、清晰，买家一看就懂。 - 描述必须针对具体商品，不能写通用信息。 - 描述格式要规范，比如不要用粗体和斜体样式。 - 商品最重要的信息要放在描述最前面。 - 语法、拼写、标点都要正确，确保文字清晰。 - 好的产品描述不能少于 250 个字符，同时也不能超过 4000 个字符。 **写商品目录描述时，下面这些错误要避开：** - 描述里不能写品牌历史、卖家信息等。 - 只有当制造商和品牌信息能提供有用的商品信息时，才可以写进去。 - 描述里不能有禁售、违禁或受限内容。 - 描述里不能有价格、物流或保修相关信息。 - 描述里不要用表情符号（emoji）。 ## **好的产品描述 vs 差的产品描述** 描述被拒的原因和上面卖点被拒的原因一样。下面这些例子帮你理解好的商品目录描述和差的有什么区别： **示例 1：不能写价格、物流或保修信息** 产品描述里不能写价格、物流或保修相关信息。 ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/b0e3bf375b4646ca8b6a33f681f23862.jpg) **产品描述（错误）：** Free shipping and 2 days delivery. **产品描述（正确）：** Shockproof Ultra protection design O Ozone case for iPhone SE (2020) / iPhone 8 / iPhone 7 equips with exceptional protection against external damages. The tough PC frame added advantage with flexible TPU back ensures that your phone will stay protected always with sleek design shines through for a premium look. Excellent Drop Protection Corners are specially designed to absorb impact when dropped. The semi-transparent design on the back offers a one-of-a-kind look and provides an enhanced grip for the drop. Wireless charging compatible Slim and easy to hold allowing wireless charging to pass through with no interference so that you can charge in the most convenient way possible. Access to all ports and features With large easy-press buttons and cutouts for the ports **示例 2：描述不能和标题、图片、卖点、规格矛盾** 产品描述不能和商品标题、图片、卖点、规格里的信息矛盾。 ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/2ffbafddb3034610a75c2eec78ec71af.jpg) **产品描述（错误）：** This pack of 6 hangers is lightweight, yet incredibly strong. These space-saving hangers flat body accommodates clothing of all shapes and styles, ensuring these to be the best hangers for maximizing closet storage space. Convenient, perfectly cut notches along the hanger shoulder allow you to effortlessly hang shirts, blouses, and dresses. **产品描述（正确）：** This pack of 5 hangers is lightweight, yet incredibly strong. These space-saving hangers flat body accommodates clothing of all shapes and styles, ensuring these to be the best hangers for maximizing closet storage space. Convenient, perfectly cut notches along the hanger shoulder allow you to effortlessly hang shirts, blouses, and dresses. **示例 3：描述不能只有两三个词** 产品描述要提供足够的商品信息，不能只有两三个词。 ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/ad3c0666d879444cb1412a41d2216ed9.jpg) **产品描述（错误）：** Thread Count: 400. **产品描述（正确）：** This 100% cotton bedsheet is perfect for elevating your everyday comfort without any hassle. The natural softness of cotton coupled with its breathable properties makes this sheet very comfortable and an absolute must-have for your home. This stunning bedsheet set is OEKO-TEX certified. This means that this sheet set not only takes care of your comfort but also ensures that nature is safe. Along with natural softness, this bedding also promises long-lasting comfort. The 400 thread count weave is lightweight, breathable, and cool to the touch, making it ideal for warm climates or summer months. For better use and enhanced durability, we recommend washing these sheets on a cool or warm cycle and line-drying to preserve the fibers, color, and elasticity. Just in case, you are using a dryer on these sheets, we recommend that for best results you choose a low heat and a low tumble. **示例 4：要写具体信息、突出商品好处** 描述要包含商品的具体信息，突出商品的好处。不能写通用信息，因为那对买家没有任何帮助。 ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/ae50b73a5392447b8b88e29c18cf2c62.jpg) **产品描述（错误）：** A smart and stylish addition to your wardrobe. It is made of good quality material. **产品描述（正确）：** The Nike Pro Dri-FIT Indy Sports Bra feels extra soft and gently supportive to keep you comfortable. Sweat-wicking technology and mesh along the front and back bring cool, dry comfort to your workout. Dri-FIT Technology helps keep you feeling dry, comfortable, and supported. Mesh at the center of the front and back lets air flow in high-sweat areas. **示例 5：不能写品牌历史、卖家信息** 描述里不能写品牌历史、卖家信息等。只有当制造商和品牌信息能提供有用的商品信息时才可以写。不能写公司在哪里、哪一年成立之类的信息。 ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/59133f66c8334b1cbb546421ceb399cf.jpg) **产品描述（错误）：** Samsung was founded by Lee Byung-Chul in 1938 as a trading company. Over the next three decades, the group diversified into areas including food processing, textiles, insurance, securities, and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Following Lee's death in 1987, Samsung was separated into five business groups – Samsung Group, Shinsegae Group, CJ Group, and Hansol Group, and Joongang Group. **产品描述（正确）：** Introducing Galaxy Note20 5G: The Power to Work, The Power to Play. This isn't the time to slow down, this is the time to forge ahead and take the opportunities that come your way. You don’t need a smartphone. You need a powerful phone. One as beautiful as it is intelligent with a pen that is mightier, a battery that doesn't leave you hanging, and is as well-connected as you. Galaxy Note20 5G takes power to the next level with cutting-edge technology, letting you master whatever you choose to do next. Pen precision meets PC power with S Pen and Samsung Notes. So responsive, it feels like you're using a real pen to jot notes and sketch ideas. Then convert into Microsoft Word or PowerPoint, and save and sync across all your Galaxy devices while on the go. Intelligent Battery and Super Fast Charge learn from how you work and play to optimize battery life and boost your battery in minutes. Get the best Galaxy mobile gaming in the palm of your hand with its smooth gameplay experience. HyperFast Processor transforms your working, gaming, and bingeing so you can multitask without slowing down. Operate from mobile to PC seamlessly with Link to Windows and share files with a simple drop and drag. Power on with Galaxy Note20 5G to take your mobile experience to the next level. **示例 6：长描述里的语法、拼写要正确** 长描述里的信息语法要正确，不能有拼写错误。 ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/49e5e82b87b543319a41c22b07e9cee5.jpg) **产品描述（错误）：** Protect camera lens from dust, sands, debris, and objects. Camera cover is made from high-quality material .**Come** with included carrying case, microfiber cloth for **claening**. Order now get free upgrade to extra lens cover. **产品描述（正确）：** The lens protection cover is compatible with DJI OSM Pocket Gimbal cameras. This high-quality ABS material cover is durable and protects the lens from dust, sand, debris, and other foreign objects from colliding and scratching the lens. It comes with included carrying case, microfiber cloth for cleaning. **示例 7：技术参数不能堆成一句语法不通的话** 商品技术参数不能堆成一句语法不通的话。应该解释每个功能的好处，并提供详细的商品信息。 ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/9405437fe13a47cdadc8019687a5a311.jpg) **产品描述（错误）：** MSI Bravo 15 Ryzen 5 Hexa Core 4600H - (16 GB/512 GB SSD/Windows 10 Home/4 GB Graphics/AMD Radeon RX 5500M/60 Hz) Bravo 15 A4DDR-420IN Gaming Laptop (15.6 inches, Black, 1.96 KG) & 64-bit windows 10 operating system. Silver-lining print, Cooler boost, Audio boost, Dragon Nahimic 3. Light Laptop without Optical Disk Drive & Pre-installed Genuine Windows 10 OS. **产品描述（正确）：** Take your gaming experience a notch higher with this MSI gaming laptop. While its 120 Hz/ 144 Hz display offers a smooth and fluid gaming experience, the Hi-Resolution Audio will offer an immersive aural experience. Also, its Cooler Boost 5 thermal system will keep it cool even after hours of using it. The Hi-Resolution Audio offers undistorted and clear sound, so you don’t miss out on any detail. It has 1 RJ45 port, 2 Type-C USB 3.2 Gen 1 ports, 2 Type-A USB 3.2 Gen 1 ports, and 1 HDMI port, so you can connect it to compatible devices and peripherals with ease. **示例 8：不要放店铺链接或其他网站链接** 不要放店铺链接或其他网站链接。 ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/e59a6b3f42cf4495839435d56d77bbd3.jpg) **产品描述（错误）：** 错误描述示例如下：For more information, please see the video https://www.youtube.com/watch?v=hiPeDNFQmk0 **产品描述（正确）：** View content at four times the resolution of 1080p with the Samsung TU8300 65" Class HDR 4K UHD Smart Curved LED TV. This TV has a 64.5" LED-backlit curved LCD panel and incorporates Motion Rate 120 technology to digitally enhance fast-moving images to reduce blur. It is compatible with the HDR10, HDR10+, and HLG HDR formats to provide a wider color gamut with compatible content and other equipment for more vivid images. The curved screen is designed to provide a more immersive experience. The TU8300 has built-in Wi-Fi and Ethernet connectivity to provide access to your favorite apps and Internet-based content, plus content sharing and screen mirroring with your other smart devices such as your smartphone or tablet. With three HDMI inputs, there are multiple options for connecting high-definition video sources. Two USB ports are also onboard for connecting multimedia peripherals like flash drives. Google Assistant, Amazon Alexa, and Samsung Bixby voice control are also supported. **示例 9：不要全部大写** 不要全部用大写字母，每句话只首字母大写。 ![](https://storage.googleapis.com/noonprd-mp-gcs-mp-noon-seller-hc-public/hc/media/59e0e0bb7a4b400580243dd716be3777.jpg) **产品描述（错误）：** GUCCI OUD IS A POWERFULLY SEDUCTIVE SCENT DERIVED FROM EASTERN INGREDIENTS THAT PERFECTLY ENCAPSULATE THE SPIRIT OF GUCCI. THE INTENSELY RICH FRAGRANCE IS CREATED WITH A UNIQUE SOURCE OF OUD THAT IS 100% NATURAL. BOTH MEN AND WOMEN CAN EMBODY THE SPIRIT OF TRUE LUXURY WITH THE GLAMOROUS, RICH, AND EXOTIC INFUSED SCENT OF GUCCI OUD. **产品描述（正确）：** Gucci oud is a powerfully seductive scent derived from eastern ingredients that perfectly encapsulate the spirit of Gucci. The intensely rich fragrance is created with a unique source of oud that is 100% natural. Both men and women can embody the spirit of true luxury with the glamorous, rich, and exotic infused scent of Gucci oud. ## **其他媒体素材规范** 上传卖家货号（Seller SKU）内容里的视频和 Banner 时，请遵守以下规范： **商品详情页（PDP）视频规范** - 格式：MP4 - 时长：不超过 2 分钟 - 文件大小：不超过 8MB **Banner 规范** - **单张 Banner 分辨率**：2000 x 1000 像素 - **宽度**：2000 像素 - **最大高度**：5102 像素 - **Rich Card 里的 Banner 数量**：6 到 13 张 - **DPI（每英寸点数）**：150 到 200 - **文件扩展名**：.jpg - **字体**：Calibri - **字号**：不小于 16 注意：最大图片大小 = Rich Card 整体不超过 1-2MB，其中每个切片/Banner 不超过 200kb。