10/3號亞馬遜再度丟下重磅炸彈,更新了community guidelines,禁止任何用折扣或免費商品換取的顧客評價review。過去亞馬遜已經明令禁止使用金錢作為報酬去「買review」,雖然對折扣與免費商品放行,但是仍規定不能以此要求顧客要寫好評(雖然實務上收到折扣或免費商品的客戶普遍會給好評)。如今亞馬遜收緊規範,進一步要求連折扣或免費促銷換來的review也被禁止,賣家要用折扣商品累積評價,只能使用Amazon自家付費的Vine Program來蒐集,這樣大幅度的政策更新,後續會產生多大的影響仍待觀察。

以下是Amazon具體的規則更新:

Update on Customer Reviews

October 3, 2016

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.

客戶評論是Amazon提供給顧客做明智購買決定前,最有價值的工具之一,Amazon努力確保客戶評論提供真實且實用的參考。過去一年來,Amazon為了改進客戶評論,透過機器學習演算法給予越新、越有幫助的評論更高的權重;並以更嚴格的標準來過濾確實有在亞馬遜購買產品的顧客,將他們所寫的評論加以註記;同時也停權、禁止甚至對數千個試圖操縱客戶評論的人提告。

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.

Amazoon的平台政策向來禁止有償評論,除了評論者可以用評論換取折扣或免費的商品(只要評論者有在評論中自我揭露)。這個所謂的「鼓勵評價」只佔亞馬遜數以千萬計顧客評論中的一小部分,在合理的使用下對推廣新產品或比較不知名的產品很有幫助。

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.

但10/3,Amazon則更新了平台規定,禁止所有「鼓勵評價」,除非透過Amazon Vine program才能是例外。Amazon在2007年推出Vine來促進鼓勵評論,並從客戶和商家得到了很好的反饋。以下是Amazon Vine的運作方式:亞馬遜平台(非供應商或賣家)會幫廠商找到值得信任且會寫實用評論的顧客,邀請他們對新的或預售的商品撰寫評論;但Amazon並不會鼓勵顧客寫正面、高星等的評價,或是試圖影響他們的評論內容,甚至不會硬性要求他們一定要寫評論;同時也會限制Vine對每個產品評論的總數。

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.

Vine扮演著重要的調控角色,並已證明它能幫助那些沒能產生足夠銷量帶來自然流量與評價的新產品獲得重要的早期評價,對賣家是非常有價值的工具,Amazon正在改善Vine program,希望在未來能有更多應用的方式,至於內容則會等到有更多關於Vine的細節時再對外公布。

而以上所述的政策變更適用的品類不包含書籍,Amazon會延續過去對書籍的顧客評價政策。

CY
CY

持續關注電商產業與科技發展趨勢,希望能幫助更多台灣廠商打開通往國際市場的大門,創造更多台灣之光。

[{"Seq":1
[{"Seq":1
"Name":"First Name"
"Name":"First Name"
"SchemaName":"FirstName"
"SchemaName":"FirstName"
"Type":"text"
"Type":"text"
"CtrlType":"textbox"
"CtrlType":"textbox"
"IsMandatory":"1"
"IsMandatory":"1"
"DisplayName":"Name"
"DisplayName":"Name"
"MinLength":""
"MinLength":""
"MaxLength":"100"
"MaxLength":"100"
"DefaultValue":""
"DefaultValue":""
"MaskText":null
"MaskText":null
"OptionValues":""
"OptionValues":""
"ChildFields":[]
"ChildFields":[]
[{"Seq":1
[{"Seq":1
"Name":"First Name"
"Name":"First Name"
"SchemaName":"FirstName"
"SchemaName":"FirstName"
"Type":"text"
"Type":"text"
"CtrlType":"textbox"
"CtrlType":"textbox"
"IsMandatory":"1"
"IsMandatory":"1"
"DisplayName":"Name"
"DisplayName":"Name"
"MinLength":""
"MinLength":""
"MaxLength":"100"
"MaxLength":"100"
"DefaultValue":""
"DefaultValue":""
"MaskText":null
"MaskText":null
"OptionValues":""
"OptionValues":""
"ChildFields":[]
"ChildFields":[]