對于亞馬遜賣家來說，這個國慶假期注定是不能平靜的。

10月3日亞馬遜美國站一紙通知擾亂了眾多賣家的心緒。通知是以亞馬遜客戶體驗(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，亞馬遜官方對產(chǎn)品Review對客戶購買行為的重要參考作用做了說明，講述了亞馬遜在過去對產(chǎn)品Review的政策，以及在今后對產(chǎn)品Review的新政策。

簡而言之，亞馬遜開始禁止以提供折扣或者免費(fèi)的方式向用戶換取產(chǎn)品Reveiw。也就是說，從下發(fā)通知這一刻開始，刷單和送樣測評已經(jīng)成了平臺嚴(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產(chǎn)品（sold by AMAZON）組建的測評團(tuán)隊(duì)，消費(fèi)者通過前臺看到的就是在Reviewer名字旁邊會有Vine Voice標(biāo)志。這紙宣布了只有這個Vine團(tuán)隊(duì)才能做送樣測評了，之前的Top 10000 Reviewers，很多賣家經(jīng)常在Facebook上找的那些Reviewer Group, 以及各種各樣的測評網(wǎng)站和服務(wù)商服務(wù)，所有的以折扣或低價換評價的行為，都被列入違背平臺規(guī)則。

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

對于這次亞馬遜的Review新政,老魏我倒是覺得賣家們應(yīng)該平靜看待，無需過度恐慌。對于原本就踏踏實(shí)實(shí)經(jīng)營的賣家來說，現(xiàn)在的狀況和新政之前對你來說幾乎沒有任何變化的，反而是新政中鏟除了一些擾亂市場秩序的賣家賬號，凈化了市場環(huán)境，減少了惡意競爭，對平臺賣家來說，是一個利好因素。而對于曾經(jīng)操作過刷評行為的賣家來說，也同樣無需驚慌，亞馬遜在前面幾輪嚴(yán)查的過程中，已經(jīng)移除了不少虛假評論，當(dāng)前新政策公布，新形勢新規(guī)則的前提下，也基本上意味著歷史虛假刷評工作告一段落，只要你在以后的運(yùn)營中，嚴(yán)格遵守平臺規(guī)則，不往槍口上撞，賬號也是可以安全無憂的。

Review新政的調(diào)整，對于買家賣家來說，客觀上都是一件好事，因?yàn)樵u價本來就應(yīng)該是對購買體驗(yàn)的一種真實(shí)客觀反應(yīng)，新政只是讓它回歸本質(zhì)。從賣家的角度看，既然平臺專門制訂政策，正本清源，賣家也就要保持踏實(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)際層面上來看，亞馬遜之所以對政策進(jìn)行升級，對規(guī)則進(jìn)行修補(bǔ)，很大程度上是因?yàn)樵械囊?guī)則被中國賣家給玩壞了，當(dāng)美國媒體都在為中國賣家的“智慧”嘆為觀止時，貓鼠游戲自然也就該升級了。黑科技倒逼著亞馬遜不斷完善和自我改進(jìn)，而新的黑科技也會在新政策下改頭換面卷土重來，當(dāng)今天我們還在為政策升級之嚴(yán)峻而覺得措手不及，明天也一定會有新的黑科技進(jìn)入我們的視線。亞馬遜平臺也是一個綜合體，總會有各種力量在相互決斗，試探著對方的底線。

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

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

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