今天，細(xì)心的賣家登錄賣家中心后臺(tái)后，在廣告（Advertising）下拉菜單中，驚喜的發(fā)現(xiàn)居然多出來(lái)一個(gè)Early Reviewer Program的按鈕，官方的翻譯是“早期評(píng)論人計(jì)劃”，這究竟是什么鬼？賣家該如何面對(duì)？我們先從官方的解釋來(lái)了解一下。
關(guān)于Early Reviewer Program（早期評(píng)論人計(jì)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(píng)論人計(jì)劃要在原有的關(guān)于客戶評(píng)論的相關(guān)政策包括禁止賣家操縱評(píng)論的政策規(guī)范的基礎(chǔ)上進(jìn)行; 2. 賣家不能做廣告宣傳說(shuō)自己的產(chǎn)品已經(jīng)加入了早期評(píng)論人計(jì)劃; 3. 參與早期評(píng)論人計(jì)劃意味著你同意承擔(dān)相應(yīng)的收費(fèi)。
說(shuō)到收費(fèi)，我們?cè)賮?lái)看看亞馬遜官方關(guān)于早期評(píng)論人收費(fèi)的解釋：
1. 什么時(shí)候收費(fèi)？
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(píng)論人計(jì)劃的ASIN收到由該計(jì)劃而獲得的第一個(gè)Review后，亞馬遜將會(huì)執(zhí)行收取費(fèi)用，同時(shí)亞馬遜會(huì)在隨后的最長(zhǎng)不超過(guò)一年的時(shí)間里跟催參與此計(jì)劃的客戶留Review，直到5個(gè)Review全部收到。
2. 如何查看費(fèi)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(duì)于加入早期評(píng)論人計(jì)劃的ASIN，在收到第一個(gè)Review后亞馬遜會(huì)執(zhí)行收取費(fèi)用，收費(fèi)多少會(huì)在你提交加入計(jì)劃的SKU表時(shí)有顯示，扣費(fèi)清單則體現(xiàn)在你的費(fèi)用報(bào)表清單里。
3. 如果收到的Review少于計(jì)劃的5個(gè)是否會(huì)退費(fèi)？
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(huì)因?yàn)橥速M(fèi)，亞馬遜明確的告訴你：NO。收費(fèi)是固定費(fèi)率，無(wú)論你收到一個(gè)，三個(gè)或者五個(gè)，收費(fèi)是確定的，一口價(jià)！當(dāng)然，按照亞馬遜的說(shuō)法，只有一種情況你能獲得不被扣費(fèi)，那就是你連一個(gè)Review都沒(méi)收到！如果這樣，你是不是更失落？！
4. 申請(qǐng)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(qǐng)成功，無(wú)法取消，所以，申請(qǐng)需謹(jǐn)慎，好好核算清楚再申請(qǐng)。
關(guān)于亞馬遜早期評(píng)論人計(jì)劃的詳細(xì)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(píng)論人計(jì)劃？無(wú)論是否是美國(guó)公司，都必須是在美國(guó)有注冊(cè)商標(biāo)，并做了商標(biāo)備案的賣家才可以。可見5月份新調(diào)整的商標(biāo)備案新規(guī)開始發(fā)揮威力了，在這里老魏我也提醒，還沒(méi)有注冊(cè)美國(guó)商標(biāo)而同時(shí)又想在美國(guó)站運(yùn)營(yíng)的賣家，今早著手注冊(cè)商標(biāo)吧，以后的用處應(yīng)該越來(lái)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(dāng)前少于5個(gè)，并且產(chǎn)品單價(jià)高于15美元的產(chǎn)品才可以參加，低價(jià)值的產(chǎn)品不行的哦。低價(jià)產(chǎn)品是很多賣家的首選，但恰恰是競(jìng)爭(zhēng)最激烈，運(yùn)作難度最大，最受平臺(tái)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(diǎn)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(dāng)前只有美國(guó)站有早期評(píng)論人計(jì)劃，其它站點(diǎn)的賣家可以直接略過(guò)。
4. 為什么我沒(méi)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(jì)錄里面的說(shuō)明。 魏老師我也不知道你沒(méi)申請(qǐng)上的原因。
5. 怎么知道自己的產(chǎn)品收到了早期評(píng)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(píng)論人評(píng)論會(huì)有一個(gè)橙色的'Early Reviewer Rewards'標(biāo)志，這意味著以后平臺(tái)上又多了一道靚麗的橙色風(fēng)景線。
6. 為什么客戶會(huì)信任這些早期評(píng)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(huì)要求已購(gòu)買的客戶分享他們真實(shí)的購(gòu)物體驗(yàn)，無(wú)論是一星或者五星，同時(shí)，也不會(huì)給這些評(píng)論人免費(fèi)的產(chǎn)品或者折扣，同時(shí)，評(píng)論人在購(gòu)買時(shí)亞馬遜并不會(huì)告訴參與者該產(chǎn)品是參與評(píng)論計(jì)劃的，以此來(lái)確保能夠聽到消費(fèi)者真實(shí)的購(gòu)物感受，而不是為了獲取獎(jiǎng)勵(lì)而刻意為之。
言外之意，客戶在購(gòu)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(píng)價(jià)，以后變成了亞馬遜光明正大的催客戶留評(píng)價(jià)了，哈哈。
7. 早期評(píng)論人是如何被選入本計(jì)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(píng)論的真實(shí)性，隨機(jī)選取了大量的沒(méi)有不誠(chéng)信記錄的符合亞馬遜標(biāo)準(zhǔn)的客戶，而不只是從很小的群體里選擇，這不是一個(gè)獎(jiǎng)勵(lì)換評(píng)價(jià)的計(jì)劃，所以，參與此計(jì)劃的用戶并不是每個(gè)人都能夠得到獎(jiǎng)勵(lì)，另外，亞馬遜的員工，參與此計(jì)劃的賣家和他們的朋友家人不可以參與此計(jì)劃。
8. 早期評(píng)論人會(huì)得到什么樣的獎(jiǎng)勵(lì)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(píng)論人提交了真實(shí)的評(píng)論后，會(huì)得到一筆小獎(jiǎng)勵(lì)，比如1-3美元的禮品卡，獎(jiǎng)勵(lì)只針對(duì)于真實(shí)評(píng)論，而無(wú)關(guān)評(píng)論人留的是一星還是五星評(píng)價(jià)，評(píng)論人這次得到獎(jiǎng)勵(lì)并不意味著下次還會(huì)得到獎(jiǎng)勵(lì)?？磥?lái)亞馬遜還真的要隨機(jī)抽取幸運(yùn)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(dāng)然是NO了，除了賣家可以選擇參與的產(chǎn)品之外，在早期評(píng)論人留Review之前，連評(píng)論人是誰(shuí)都不知道，還如何干預(yù)啊，甚至，評(píng)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(píng)論人的Review符合平臺(tái)規(guī)則提交了，亞麻麻不會(huì)刪除或者修改的。哎喲，我滴個(gè)麻麻喲！
解讀完官方的內(nèi)容，老魏我覺得雖然這個(gè)消息似乎讓一些沒(méi)有資源的新賣家看到了一絲曙光，但就當(dāng)前來(lái)說(shuō)，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(wú)味，棄之......但賣家需要注意的是，第一，這個(gè)項(xiàng)目是收費(fèi)的，第二，即便加入了，你也不知道誰(shuí)是你的福星，興許顧客被亞馬遜催急了，留個(gè)差評(píng)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(fèi)者的留評(píng)習(xí)慣，習(xí)慣一旦養(yǎng)成，留評(píng)率就上來(lái)了啊，畢竟面對(duì)同樣的美國(guó)人，為啥Ebay的留評(píng)率可以高達(dá)30%以上呢？亞馬遜心里還是有點(diǎn)蛋蛋的憂桑的。
當(dāng)然，一旦用戶留評(píng)的習(xí)慣被培養(yǎng)起來(lái)，刷評(píng)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(diǎn)呀！既然亞馬遜專門推出新規(guī)來(lái)鼓勵(lì)客戶留評(píng)，也說(shuō)明了評(píng)論對(duì)Listing的重要性，所以，咳咳，如果你有安全的刷評(píng)渠道，還是要努力的刷的，當(dāng)然，前提是在自己確保安全的情況下哦，反正你也沒(méi)給我付錢，我也不對(duì)這句話為你負(fù)什么責(zé)任哦！
亞馬遜運(yùn)營(yíng)學(xué)習(xí)加微信：13536789215
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