亚马逊Review新政之我见

对于亚马逊卖家来说，这个国庆假期注定是不能平静的。

10月3日亚马逊美国站一纸通知扰乱了众多卖家的心绪。通知是以亚马逊客户体验副总裁Chee Chew的名义发出的，通知详情如下：

Customer reviews are one of the most valuable tools we offer customers for making informed purchase decisions, and we work hard to make sure they are doing their job. In just the past year, we’ve improved review ratings by introducing a machine learned algorithm that gives more weight to newer, more helpful reviews; applying stricter criteria to qualify for the Amazon verified purchase badge; and suspending, banning or suing thousands of individuals for attempting to manipulate reviews.

Our community guidelines have always prohibited compensation for reviews, with an exception – reviewers could post a review in exchange for a free or discounted product as long as they disclosed that fact. These so-called ‘incentivized reviews’ make up only a tiny fraction of the tens of millions of reviews on Amazon, and when done carefully, they can be helpful to customers by providing a foundation of reviews for new or less well-known products.

Today, we updated the community guidelines to prohibit incentivized reviews unless they are facilitated through the Amazon Vine program. We launched Vine several years ago to carefully facilitate these kinds of reviews

and have been happy with feedback from customers and vendors. Here’s how Vine works: Amazon – not the vendor or seller – identifies and invites trusted and helpful reviewers on Amazon to post opinions about new and pre-release products; we do not incentivize positive star ratings, attempt to influence the content of reviews, or even require a review to be written; and we limit the total number of Vine reviews that we display for each product. Vine has important controls in place and has proven to be especially valuable for getting early reviews on new products that have not yet been able to generate enough sales to have significant numbers of organic reviews. We also have ideas for how to continue to make Vine an even more useful program going forward. Details on that as we have them.

The above changes will apply to product categories other than books. We will continue to allow the age-old practice of providing advance review copies of books. Thank you.

– Chee Chew, VP, Customer Experience

在通知中，亚马逊官方对产品Review对客户购买行为的重要参考作用做了说明，讲述了亚马逊在过去对产品Review的政策，以及在今后对产品Review的新政策。 简而言之，亚马逊开始禁止以提供折扣或者免费的方式向用户换取产品Reveiw。也就是说，从下发通知这一刻开始，刷单和送样测评已经成了平台严厉打击的一种不合法行为。

虽然通知中也提到了亚马逊的Vine Voice项目，但Vine项目指的是亚马逊为它的直营产品（sold by AMAZON）组建的测评团队，消费者通过前台看到的就是在Reviewer名字旁边会有Vine Voice标志。这纸宣布了只有这个Vine团队才能做送样测评了，之前的Top 10000 Reviewers，很多卖家经常在Facebook上找的那些Reviewer Group, 以及各种各样的测评网站和服务商服务，所有的以折扣或低价换评价的行为，都被列入违背平台规则。

面对如此这般史上最严厉的Review新政，卖家群里发酵着两种不同的声音。一些卖家认为此政策保证了规则的公平性，让所有卖家都可以回归到公平竞争的立场，也有卖家认为如此的新规，会让一个新的Listing打造难度加大，增加了新卖家新Listing运营的难度。

对于这次亚马逊的Review新政,老魏我倒是觉得卖家们应该平静看待，无需过度恐慌。对于原本就踏踏实实经营的卖家来说，现在的状况和新政之前对你来说几乎没有任何变化的，反而是新政中铲除了一些扰乱市场秩序的卖家账号，净化了市场环境，减少了恶意竞争，对平台卖家来说，是一个利好因素。而对于曾经操作过刷评行为的卖家来说，也同样无需惊慌，亚马逊在前面几轮严查的过程中，已经移除了不少虚假评论，当前新政策公布，新形势新规则的前提下，也基本上意味着历史虚假刷评工作告一段落，只要你在以后的运营中，严格遵守平台规则，不往枪口上撞，账号也是可以安全无忧的。

Review新政的调整，对于买家卖家来说，客观上都是一件好事，因为评价本来就应该是对购买体验的一种真实客观反应，新政只是让它回归本质。从卖家的角度看，既

然平台专门制订政策，正本清源，卖家也就要保持踏实做事的初心，不要再抱投机取巧的心思，努力做到规则要求之下的遵守和捍卫。

当然，从实际层面上来看，亚马逊之所以对政策进行升级，对规则进行修补，很大程度上是因为原有的规则被中国卖家给玩坏了，当美国媒体都在为中国卖家的“智慧”叹为观止时，猫鼠游戏自然也就该升级了。黑科技倒逼着亚马逊不断完善和自我改进，而新的黑科技也会在新政策下改头换面卷土重来，当今天我们还在为政策升级之严峻而觉得措手不及，明天也一定会有新的黑科技进入我们的视线。亚马逊平台也是一个综合体，总会有各种力量在相互决斗，试探着对方的底线。

但政策的制订都是为了保证平台各方利益的一种平衡和趋优化，作为卖家，你完全可以选择以踏实的心态，自律的态度去面对运营中的各个细节。

十月来了，马上就是销售旺季了，新规也正好提醒我们：要进考场了，规规矩矩，严守考场纪律，别因为一时的投机，被没收了准考证，这一年，就又白忙活了