今天，細心的賣家登錄賣家中心后臺后，在廣告（Advertising）下拉菜單中，驚喜的發(fā)現(xiàn)居然多出來一個Early Reviewer Program的按鈕，官方的翻譯是“早期評論人計劃”，這究竟是什么鬼？賣家該如何面對？我們先從官方的解釋來了解一下。
關(guān)于Early Reviewer Program（早期評論人計劃）官方給出的基本解釋是：
These terms supplement your seller agreement and apply to your participation in the Early Reviewer Program.
All Amazon policies related to Customer Reviews, including the Prohibited seller activities and actions and our Community Guidelines, continue to apply to your participation in the Early Reviewer Program.
You may not advertise the fact that your products are enrolled in the Early Reviewer Program.
You agree to pay all fees charged in connection with your participation in the Early Reviewer Program.
老魏解讀：1. 早期評論人計劃要在原有的關(guān)于客戶評論的相關(guān)政策包括禁止賣家操縱評論的政策規(guī)范的基礎(chǔ)上進行; 2. 賣家不能做廣告宣傳說自己的產(chǎn)品已經(jīng)加入了早期評論人計劃; 3. 參與早期評論人計劃意味著你同意承擔相應(yīng)的收費。
說到收費，我們再來看看亞馬遜官方關(guān)于早期評論人收費的解釋：
1. 什么時候收費？
Q: When will I be charged?
A: You will be charged once we receive the first Early Reviewer Program review for each enrolled ASIN. We will continue to solicit reviews for up to 1 year from time of enrollment, or until 5 reviews are received through the program, whichever is sooner.
老魏解讀：在賣家加入早期評論人計劃的ASIN收到由該計劃而獲得的第一個Review后，亞馬遜將會執(zhí)行收取費用，同時亞馬遜會在隨后的最長不超過一年的時間里跟催參與此計劃的客戶留Review，直到5個Review全部收到。
2. 如何查看費用？
Q: How do I review the charges?
A: You will be charged for each ASIN that has been accepted into the program once we receive the first Early Reviewer Program review for that ASIN. The ASIN fee is displayed next to the Upload button when you upload the SKU file. Taxes may also apply. When the fee is processed, it will show up as 'Early Reviewer Program fee' transaction on your Seller Central account statement. To view your account statement, go to Seller Central > Reports > Payments > Transaction View.
老魏解讀：對于加入早期評論人計劃的ASIN，在收到第一個Review后亞馬遜會執(zhí)行收取費用，收費多少會在你提交加入計劃的SKU表時有顯示，扣費清單則體現(xiàn)在你的費用報表清單里。
3. 如果收到的Review少于計劃的5個是否會退費？
Q: Will I get a refund if I receive less than 5 reviews?
A: No. We do not promise a specific number of reviews. You are charged a flat fee once you receive the first Early Reviewer Program review on an ASIN. Note that we do continue to request more reviews as noted above.
老魏解讀：關(guān)于是否會因為退費，亞馬遜明確的告訴你：NO。收費是固定費率，無論你收到一個，三個或者五個，收費是確定的，一口價！當然，按照亞馬遜的說法，只有一種情況你能獲得不被扣費，那就是你連一個Review都沒收到！如果這樣，你是不是更失落？！
4. 申請成功后是否能取消？
Q: Can I cancel an enrollment?
A: Once you enroll an ASIN into the program, you will be unable to cancel the enrollment. Note that you will only be charged for an ASIN when you receive the first Early Reviewer Program review on that enrollment.
老魏解讀：申請成功，無法取消，所以，申請需謹慎，好好核算清楚再申請。
關(guān)于亞馬遜早期評論人計劃的詳細解讀：
1. 什么樣的賣家可以參加？
Q: Who is eligible to participate in the Early Reviewer Program?
A: At this time, this program is available to U.S. based brand registered sellers only.
Q: I am U.S. based, but not a brand registered seller. How do I participate in the program?
A: To participate in this program, you must register your brand. If you own the trademark for the brand name that appears on your products and packaging, you might be eligible to apply for Amazon Brand Registry. Once registered, you can enroll your products into the Early Reviewer Program.
老魏解讀：什么人可以參加早期評論人計劃？無論是否是美國公司，都必須是在美國有注冊商標，并做了商標備案的賣家才可以?？梢?月份新調(diào)整的商標備案新規(guī)開始發(fā)揮威力了，在這里老魏我也提醒，還沒有注冊美國商標而同時又想在美國站運營的賣家，今早著手注冊商標吧，以后的用處應(yīng)該越來越大。
2. 什么樣的產(chǎn)品可以參加？
Q: Which ASINs are eligible to be enrolled in this program?
A: ASINs with less than five reviews might be eligible for enrollment in this program. At this point, the ASINs must also be priced above $15.00. If the offer price falls below $15.00, we may cease requesting reviews from customers.
老魏解讀：產(chǎn)品的Review當前少于5個，并且產(chǎn)品單價高于15美元的產(chǎn)品才可以參加，低價值的產(chǎn)品不行的哦。低價產(chǎn)品是很多賣家的首選，但恰恰是競爭最激烈，運作難度最大，最受平臺歧視的一部分，如果你的選品思維還局限于此，真得參加老魏的選品課好好學(xué)一下咯！
3. 哪些站點可以參加？
Q: Why can I only enroll ASINs that I sell in the U.S.?
A: Currently, this program is limited to the U.S. (www.amazon.com) only. If you have listed an ASIN to sell in the U.S. as well as other marketplaces, it will be eligible to enroll in this program, but Amazon will only request reviews from customers who purchased the ASIN on www.amazon.com.
老魏解讀： 當前只有美國站有早期評論人計劃，其它站點的賣家可以直接略過。
4. 為什么我沒有參加上？
Q: Why was my ASIN not accepted into the program?
A: You can download the status file in your submission history to understand why an ASIN was not accepted into the program.
老魏解讀： 自己查看提交歷史紀錄里面的說明。 魏老師我也不知道你沒申請上的原因。
5. 怎么知道自己的產(chǎn)品收到了早期評論人的Review？
Q: How will I know if my product has received a review from this program?
A: Early Reviewer Program reviews are identified with an orange badge that reads 'Early Reviewer Rewards'.
老魏解讀：早期評論人評論會有一個橙色的'Early Reviewer Rewards'標志，這意味著以后平臺上又多了一道靚麗的橙色風(fēng)景線。
6. 為什么客戶會信任這些早期評論人的Review？
Q: Why should customers trust these reviews?
A: We only ask customers who have already purchased the product to share their true experience, regardless of whether it is a 1-star or 5-star review. No free products or discounts are given to these reviewers. We also do not disclose at the time of purchase whether a product is participating in the program because we want to hear from customers who have authentically chosen to buy that product without any knowledge of a future reward.
老魏解讀：亞馬遜會要求已購買的客戶分享他們真實的購物體驗，無論是一星或者五星，同時，也不會給這些評論人免費的產(chǎn)品或者折扣，同時，評論人在購買時亞馬遜并不會告訴參與者該產(chǎn)品是參與評論計劃的，以此來確保能夠聽到消費者真實的購物感受，而不是為了獲取獎勵而刻意為之。
言外之意，客戶在購買前也不知道自己已經(jīng)被入選了，區(qū)別是，以前是買家戰(zhàn)戰(zhàn)兢兢的催客戶留評價，以后變成了亞馬遜光明正大的催客戶留評價了，哈哈。
7. 早期評論人是如何被選入本計劃的呢？
Q: How are reviewers selected for this program?
A: We want authentic reviews, and we would like to select from as many customers as possible, not just a select few. We select customers randomly from a list of all customers who have purchased products participating in this program, as long as they have no history of abusive or dishonest reviews and meet our eligibility criteria. Note that not all customers who purchase participating ASINs will receive reward offers to write a review. We want this program to generate enough reviews to help customers make smarter buying decisions; this is not a rewards program intended to encourage purchases. Amazon employees, participating sellers and their friends and family are not eligible to participate in this program.
老魏解讀：亞馬遜為了確保評論的真實性，隨機選取了大量的沒有不誠信記錄的符合亞馬遜標準的客戶，而不只是從很小的群體里選擇，這不是一個獎勵換評價的計劃，所以，參與此計劃的用戶并不是每個人都能夠得到獎勵，另外，亞馬遜的員工，參與此計劃的賣家和他們的朋友家人不可以參與此計劃。
8. 早期評論人會得到什么樣的獎勵呢？
Q: How are reviewers rewarded?
A: Reviewers will receive a small reward (for example, a $1.00 - $3.00 Amazon.com Gift Card) after they have submitted an authentic review within the offer period and the review meets our community guidelines. This reward is to thank reviewers for sharing their authentic experience, regardless of whether it is a 1-star or 5-star review. The nature of the review does not affect the reward or the chance of getting future rewards.
老魏解讀：在評論人提交了真實的評論后，會得到一筆小獎勵，比如1-3美元的禮品卡，獎勵只針對于真實評論，而無關(guān)評論人留的是一星還是五星評價，評論人這次得到獎勵并不意味著下次還會得到獎勵。看來亞馬遜還真的要隨機抽取幸運顧客了。
9. 賣家可以干預(yù)嗎？
Q: Can sellers influence these reviews or the reviewers participating in this program?
A: No. Sellers choose ASINs to participate in this program, but are not allowed to influence the content or star rating of the customer reviews. Sellers are also prohibited from communicating with customers about their reviews. Amazon does not modify or remove reviews from the Early Reviewer Program, as long as they comply with our community guidelines.
老魏解讀： 答案當然是NO了，除了賣家可以選擇參與的產(chǎn)品之外，在早期評論人留Review之前，連評論人是誰都不知道，還如何干預(yù)啊，甚至，評論人自己都不知道被亞麻麻抽中了呢。關(guān)鍵的是，只要早期評論人的Review符合平臺規(guī)則提交了，亞麻麻不會刪除或者修改的。哎喲，我滴個麻麻喲！
解讀完官方的內(nèi)容，老魏我覺得雖然這個消息似乎讓一些沒有資源的新賣家看到了一絲曙光，但就當前來說，曙光太弱，似乎并不能照亮前程，反倒是有雞肋的感覺，食之無味，棄之......但賣家需要注意的是，第一，這個項目是收費的，第二，即便加入了，你也不知道誰是你的福星，興許顧客被亞馬遜催急了，留個差評也未可知，第三，老魏我大膽猜想，亞馬遜之所以這么做，意在培養(yǎng)消費者的留評習(xí)慣，習(xí)慣一旦養(yǎng)成，留評率就上來了啊，畢竟面對同樣的美國人，為啥Ebay的留評率可以高達30%以上呢？亞馬遜心里還是有點蛋蛋的憂桑的。
當然，一旦用戶留評的習(xí)慣被培養(yǎng)起來，刷評的經(jīng)歷恐怕就得留在嬸嬸的記憶里了。
但是，敲一下黑板，劃一下重點呀！既然亞馬遜專門推出新規(guī)來鼓勵客戶留評，也說明了評論對Listing的重要性，所以，咳咳，如果你有安全的刷評渠道，還是要努力的刷的，當然，前提是在自己確保安全的情況下哦，反正你也沒給我付錢，我也不對這句話為你負什么責任哦！
亞馬遜運營學(xué)習(xí)加微信：13536789215
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