Amazon更新賣家禁止的行為

Joseph在之前的文章分享過Amazon賣家禁止的行為,希望大家認真把跨境電商當作是個事業來作,不要利用投機取巧的方式,來玩壞系統。

如果仔細讀裡面條文的讀者,就會發現之前Amazon的規定非常寬鬆,有許多行為都沒有管到。果不其然,因為最近聽到許多人正在game the system,Amazon作出了不少更新。

這次更新最主要針對兩方面的行為:

  1. 濫用產品評論
  2. 操縱銷售排名

濫用產品評論

我在Amazon買東西,產品的評論對我來說非常重要,會決定我的購買決定。在大部分的情況下,產品評論都非常符合我的經驗與期待,但也有少數的情況下,我會非常意外:這個評論這麼好的產品,怎麼這麼難用呢?

其實根據Joseph的觀察,許多產品在Amazon上架沒多久,就獲得了數以百計的五星評論,這非常有可能是利用黑帽或灰帽的手法,比如說與其它賣家交換評論、大量購買評論,或是利用電腦工具註冊大量帳號來評論。

對於購買評論的行為,Amazon前一陣子作出控訴,希望禁止與嚇阻這樣的行為,因為這嚴重影響到Amazon的信譽。

下面是兩段新的規定:

“You may not provide compensation for a review other than a free copy of the product. If you offer a free product, it must be clear that you are soliciting an unbiased review. The free product must be provided in advance.”

“You may not intentionally manipulate your products’ rankings, including by offering an excessive number of free or discounted products, in exchange for a review.”

另外,在產品評論裡,Amazon也希望不偏頗的評論:

“Reviews are important to the Amazon Marketplace, providing a forum for feedback about product and service details and reviewers’ experiences with products and services — positive or negative. You may not write reviews for products or services that you have a financial interest in, including reviews for products or services that you or your competitors sell. Additionally, you may not provide compensation for a review other than a free copy of the product. If you offer a free product, it must be clear that you are soliciting an unbiased review. The free product must be provided in advance. No refunds are permitted after the review is written. You may not intentionally manipulate your products’ rankings, including by offering an excessive number of free or discounted products, in exchange for a review. Review solicitations that ask for only positive reviews or that offer compensation are prohibited. You may not ask buyers to remove negative reviews.”

所以Amazon能允許的,就是你提供免費產品給他人試用。

操縱銷售排名

在過去幾年,許多產品銷售是用黑帽手法來作的,比如說透過多個帳號洗單,利用這種方式來讓自己的產品看起來很熱門。這樣對誠實的賣家是非常不公平的,所以Amazon終於作出了制約。詳情可以見Prohibited Seller Activities and Actions

這裡是其中重要的一段:

“The best seller rank feature allows buyers to evaluate the popularity of a product. You may not solicit or knowingly accept fake or fraudulent orders. This includes placing orders for your own products. You may not provide compensation to buyers for purchasing your products or provide claim codes to buyers for the purpose of inflating sales rank. In addition, you may not make claims regarding a product’s best seller rank in the product detail page information, including the title and description.”

底線就是:讓真實買家購買產品。

相關文章:

http://lisasuttora.com/amazon-finally-slams-the-brakes-on-these-prohibited-seller-activities

 

Amazon套利全攻略


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Joseph
 

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