對(duì)于亞馬遜賣(mài)家來(lái)說(shuō)，這個(gè)國(guó)慶假期注定是不能平靜的。

10月3日亞馬遜美國(guó)站一紙通知擾亂了眾多賣(mài)家的心緒。通知是以亞馬遜客戶(hù)體驗(yàn)副總裁Chee Chew的名義發(fā)出的，通知詳情如下：
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，亞馬遜官方對(duì)產(chǎn)品Review對(duì)客戶(hù)購(gòu)買(mǎi)行為的重要參考作用做了說(shuō)明，講述了亞馬遜在過(guò)去對(duì)產(chǎn)品Review的政策，以及在今后對(duì)產(chǎn)品Review的新政策。

簡(jiǎn)而言之，亞馬遜開(kāi)始禁止以提供折扣或者免費(fèi)的方式向用戶(hù)換取產(chǎn)品Reveiw。也就是說(shuō)，從下發(fā)通知這一刻開(kāi)始，刷單和送樣測(cè)評(píng)已經(jīng)成了平臺(tái)嚴(yán)厲打擊的一種不合法行為。

雖然通知中也提到了亞馬遜的Vine Voice項(xiàng)目，但Vine項(xiàng)目指的是亞馬遜為它的直營(yíng)產(chǎn)品（sold by AMAZON）組建的測(cè)評(píng)團(tuán)隊(duì)，消費(fèi)者通過(guò)前臺(tái)看到的就是在Reviewer名字旁邊會(huì)有Vine Voice標(biāo)志。這紙宣布了只有這個(gè)Vine團(tuán)隊(duì)才能做送樣測(cè)評(píng)了，之前的Top 10000 Reviewers，很多賣(mài)家經(jīng)常在Facebook上找的那些Reviewer Group, 以及各種各樣的測(cè)評(píng)網(wǎng)站和服務(wù)商服務(wù)，所有的以折扣或低價(jià)換評(píng)價(jià)的行為，都被列入違背平臺(tái)規(guī)則。

面對(duì)如此這般史上最嚴(yán)厲的Review新政，賣(mài)家群里發(fā)酵著兩種不同的聲音。一些賣(mài)家認(rèn)為此政策保證了規(guī)則的公平性，讓所有賣(mài)家都可以回歸到公平競(jìng)爭(zhēng)的立場(chǎng)，也有賣(mài)家認(rèn)為如此的新規(guī)，會(huì)讓一個(gè)新的Listing打造難度加大，增加了新賣(mài)家新Listing運(yùn)營(yíng)的難度。

對(duì)于這次亞馬遜的Review新政,老魏我倒是覺(jué)得賣(mài)家們應(yīng)該平靜看待，無(wú)需過(guò)度恐慌。對(duì)于原本就踏踏實(shí)實(shí)經(jīng)營(yíng)的賣(mài)家來(lái)說(shuō)，現(xiàn)在的狀況和新政之前對(duì)你來(lái)說(shuō)幾乎沒(méi)有任何變化的，反而是新政中鏟除了一些擾亂市場(chǎng)秩序的賣(mài)家賬號(hào)，凈化了市場(chǎng)環(huán)境，減少了惡意競(jìng)爭(zhēng)，對(duì)平臺(tái)賣(mài)家來(lái)說(shuō)，是一個(gè)利好因素。而對(duì)于曾經(jīng)操作過(guò)刷評(píng)行為的賣(mài)家來(lái)說(shuō)，也同樣無(wú)需驚慌，亞馬遜在前面幾輪嚴(yán)查的過(guò)程中，已經(jīng)移除了不少虛假評(píng)論，當(dāng)前新政策公布，新形勢(shì)新規(guī)則的前提下，也基本上意味著歷史虛假刷評(píng)工作告一段落，只要你在以后的運(yùn)營(yíng)中，嚴(yán)格遵守平臺(tái)規(guī)則，不往槍口上撞，賬號(hào)也是可以安全無(wú)憂(yōu)的。

Review新政的調(diào)整，對(duì)于買(mǎi)家賣(mài)家來(lái)說(shuō)，客觀(guān)上都是一件好事，因?yàn)樵u(píng)價(jià)本來(lái)就應(yīng)該是對(duì)購(gòu)買(mǎi)體驗(yàn)的一種真實(shí)客觀(guān)反應(yīng)，新政只是讓它回歸本質(zhì)。從賣(mài)家的角度看，既然平臺(tái)專(zhuān)門(mén)制訂政策，正本清源，賣(mài)家也就要保持踏實(shí)做事的初心，不要再抱投機(jī)取巧的心思，努力做到規(guī)則要求之下的遵守和捍衛(wèi)。

當(dāng)然，從實(shí)際層面上來(lái)看，亞馬遜之所以對(duì)政策進(jìn)行升級(jí)，對(duì)規(guī)則進(jìn)行修補(bǔ)，很大程度上是因?yàn)樵械囊?guī)則被中國(guó)賣(mài)家給玩壞了，當(dāng)美國(guó)媒體都在為中國(guó)賣(mài)家的“智慧”嘆為觀(guān)止時(shí)，貓鼠游戲自然也就該升級(jí)了。黑科技倒逼著亞馬遜不斷完善和自我改進(jìn)，而新的黑科技也會(huì)在新政策下改頭換面卷土重來(lái)，當(dāng)今天我們還在為政策升級(jí)之嚴(yán)峻而覺(jué)得措手不及，明天也一定會(huì)有新的黑科技進(jìn)入我們的視線(xiàn)。亞馬遜平臺(tái)也是一個(gè)綜合體，總會(huì)有各種力量在相互決斗，試探著對(duì)方的底線(xiàn)。

但政策的制訂都是為了保證平臺(tái)各方利益的一種平衡和趨優(yōu)化，作為賣(mài)家，你完全可以選擇以踏實(shí)的心態(tài)，自律的態(tài)度去面對(duì)運(yùn)營(yíng)中的各個(gè)細(xì)節(jié)。

十月來(lái)了，馬上就是銷(xiāo)售旺季了，新規(guī)也正好提醒我們：要進(jìn)考場(chǎng)了，規(guī)規(guī)矩矩，嚴(yán)守考場(chǎng)紀(jì)律，別因?yàn)橐粫r(shí)的投機(jī)，被沒(méi)收了準(zhǔn)考證，這一年，就又白忙活了。

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