最近，市面上非常多關(guān)于review測(cè)評(píng)的文章和工具紛紛涌現(xiàn)，感覺現(xiàn)在已經(jīng)和以往不同，以往是找不到review測(cè)評(píng)的渠道，做review測(cè)評(píng)的也就那么幾家，那么幾種方法，妥妥的供給小于需求。但是現(xiàn)如今呢，基本上做review測(cè)評(píng)的服務(wù)商簡直是滿天飛，有做機(jī)器刷單測(cè)評(píng)的，有通過Facebook刷單測(cè)評(píng)的，有玩私域流量的，簡直就是八仙過海各顯神通。

但是呢，資源過剩的時(shí)代其實(shí)還不如資源貧瘠的時(shí)代，因?yàn)檫x擇太多了本身就是一個(gè)巨大的難題，資源一旦多了，靠譜的肯定沒幾個(gè)，本來就是違規(guī)生意，大部分人都是抱著撈一筆就跑的心態(tài)，加上跨境圈本來就很浮躁了，導(dǎo)致賣家和服務(wù)商都不是很理智，整體都是一錘子買賣的想法居多，何況這本來就是一個(gè)適合一錘子買賣的生意，要知道做review測(cè)評(píng)生意的服務(wù)商即使有再牛逼再安全的技術(shù)，誰又敢說自己是長久的生意呢？可能一夜之間就被姐夫摧毀殆盡了。

所以，今天我不想和大家聊獲取review的方法，這些之前聊太多了，今天主要想和大家講一下亞馬遜后臺(tái)關(guān)于review的guidelines和Terms of Service, 也就是亞馬遜關(guān)于review的所有官方規(guī)定，想必這一塊關(guān)注的賣家也很少，很多人都是腦子里面有一些概念，什么能做，什么不能做，這些概念都是來源于一些公眾號(hào)或者口耳相傳經(jīng)驗(yàn)之談，其實(shí)這些都是非常不準(zhǔn)確的，亞馬遜后臺(tái)規(guī)則具體是怎么樣的，其實(shí)很少人去關(guān)注，這樣其實(shí)是不對(duì)的！

我今天講這個(gè)主要有兩層目的：第一個(gè)目的是想讓大家知道關(guān)于亞馬遜review，什么不能做，什么可以做，這樣才能夠更好的支持我們現(xiàn)在正在做的刷單測(cè)評(píng)的工作，特別是對(duì)于想要長久耕耘亞馬遜的賣家來說尤為有意義；

另一個(gè)目的就是亞馬遜堅(jiān)決禁止我們做的一些條款下面，我們用力去研究，反而就是我們可以去突破的點(diǎn)，也是黑科技的來源。舉個(gè)例子大家就明白了，我們之前做SEO的時(shí)候，去國外參加Google舉辦的大會(huì)，同行的有莆田的哥們，我們?cè)诹囊话闳ゴ髸?huì)聽什么，按照正常人的邏輯都是去聽官方未來的方向，政策聚焦點(diǎn)等等這些。但是呢，莆田哥們從來不看這些，他們只看Google官方嚴(yán)厲禁止的一些條款，類似亞馬遜的seller prohibited activity，越不讓做的，越往死里研究，這就是所謂黑科技的源頭所在了。

Amazon encourages buyers to review the products they like and dislike to help customers make informed decisions about the products they purchase.

For answers to common questions about customer product reviews, see Answers to questions about product reviews.

To ensure that reviews remain helpful, sellers must comply with our Community Guidelines. For example, you cannot offer compensation for a review, and you cannot review your own products or your competitors’ products. You can ask buyers to write a review, but you cannot ask for positive reviews or ask a reviewer to change or remove their review. If you believe a review does not comply with our Community Guidelines, click on the Report Abuse link next to the review. As sellers and manufacturers, you are not allowed to review your own products, nor are you allowed to negatively review a competitor’s product.

Inappropriate product reviews

The following are examples of prohibited activities. This is not an all-inclusive list.

●A seller posts a review of their own product or their competitor’s product either in their own name or as an unbiased buyer.

●A seller offers a third party a financial reward, discount, or other compensation in exchange for a review on their product or their competitor’s product. This includes services that sell customer reviews and websites or social media groups with implicit or explicit agreements or expectations that an incentive is contingent on customers leaving a review.

●A seller offers to provide a refund or reimbursement after the buyer writes a review (including reimbursement via a non-Amazon payment method).

●A seller uses a third-party service that offers free or discounted products tied to a review (for example, a review club that requires customers to register their Amazon public profile so that sellers may monitor their reviews).

●A family member or employee of the seller posts a review of the seller’s product or a competitor’s product.

●A seller offers a refund or other compensation to a reviewer in exchange for changing or removing their review.

●A seller only asks for reviews from buyers who had a positive experience and attempts to divert buyers who had a negative experience to a different feedback mechanism. This includes cases where the customer proactively reaches out to the seller to express satisfaction with their products.

●A seller creates a variation relationship between products that are not actually related to each other in order to boost a product’s star rating.

●A seller inserts a request for a positive Amazon review or an incentive in exchange for a review into product packaging.

●A seller manipulates the ‘Helpful’, ‘Not Helpful’, or ‘Report Abuse’ features on any review on his or his competitor’s products.

Note: References to ‘seller’ here includes all the seller’s employees and third party partners.

You can ask for reviews from customers who purchased your products off Amazon. However, note that all the customer reviews policies apply to these reviews as well.

Note: Violation of our policies may also violate applicable laws, which can lead to legal action and civil and criminal penalties. If you violate our policies, we may disclose your name and other related information publicly and to civil or criminal enforcement authorities.

We encourage you to monitor reviews regularly and reach out to customers to resolve product or service issues. However, you cannot ask customers to change or remove their review, even after an issue is resolved. Also, you can reach out to customers by replying to their review on the product detail page and asking them to contact you through Buyer-Seller Messaging to resolve their issues. You cannot reach out to buyers via other means.

在亞馬遜整個(gè)TOS里面，關(guān)于review這一塊的就是上面的內(nèi)容部分了，我現(xiàn)在把它原封不動(dòng)的發(fā)出來，方便大家做一個(gè)參考。下面我會(huì)選擇出上述條款里面的一些重點(diǎn)條款來做逐一分析。目的在于告訴大家這些條款本身，能夠提煉出來什么樣的有價(jià)值內(nèi)容，能夠幫助大家少踩一些坑，總結(jié)一些不錯(cuò)的方法，就很值得了。

1–“Amazon encourages buyers to review the products they like and dislike…”

這句話的意思其實(shí)很簡單，亞馬遜是鼓勵(lì)留評(píng)的，只要是真實(shí)可信的自然評(píng)價(jià)，其實(shí)多多益善！所以說，關(guān)于市面上流行的回評(píng)率需要控制在多少多少，好評(píng)率需要控制在多少多少其實(shí)意義并不大，只要你的review是真實(shí)的，留評(píng)率百分百又怎樣呢？全是好評(píng)又怎樣呢？高質(zhì)量的獲評(píng)渠道這些都不是問題，低質(zhì)量的獲評(píng)渠道控制得再好也會(huì)被K掉！所以大家大可不必在這留評(píng)率，好評(píng)率這些方面太過于在意，其實(shí)意義并不大，只要不特別夸張即可！

2–“You can ask buyers to write a review…but you cannot ask for positive reviews or ask a reviewer to change or remove their review.”

這里明確的說明了，站內(nèi)信索評(píng)其實(shí)是合規(guī)的，只是需要注意站內(nèi)信的措辭語句。另外，賣家不能夠直接索要好評(píng)，也不能夠讓買家去更改或者移除評(píng)價(jià)。這里多說一句，很多人覺得我給那個(gè)留差評(píng)的買家退款換貨了，他也很滿意，這個(gè)時(shí)候我是不是能夠直接找他拿個(gè)好評(píng)了，或者讓他改一下評(píng)價(jià)，這里提醒一句千萬不要這么做，站內(nèi)信里面千萬不要出現(xiàn)關(guān)于索要好評(píng)，或者更改，移除review的這些語句，不管買家是有多么開心，你也不能在站內(nèi)信里面讓他去留好評(píng)，讓他去改評(píng)價(jià)，不然被抓到之后被K的可能性非常大，要知道整個(gè)站內(nèi)信都被亞馬遜嚴(yán)密監(jiān)控起來了。

下面，我們總結(jié)一些可以用屬于合規(guī)的站內(nèi)信索評(píng)的語句，以及不能用的屬于違規(guī)的站內(nèi)信索評(píng)語句，現(xiàn)在拿出來分享給大家，希望能夠?qū)Υ蠹矣兴鶐椭?/p>

1.Here are some examples of things you may NOT say when requesting a product review: 不可以在站內(nèi)信里面用的語句：

“Will you please leave a positive review?” “Please leave a 5-star review.” “If you like our product, please leave a review.” “If anything went wrong with your order, please contact us so we can help. However, if everything went well, please leave a product review.”

2.Here are some examples of things you may say instead  可以在站內(nèi)信里面用的語句：

“Will you please leave a product review?” “Please take a moment to leave a review.” “If you have had a chance to try our product, please leave a review.” “Please share your honest opinion of this product by leaving a review. [Include product review link.] Also, if you have any questions or concerns, please contact us so we can help.”

3–“As sellers and manufacturers, you are not allowed to review your own products, nor are you allowed to negatively review a competitor’s product.”

這一條大家應(yīng)該比較熟悉，我們主要看后面那句話，你不允許給你的競(jìng)爭(zhēng)對(duì)手留差評(píng)，所以我們被競(jìng)爭(zhēng)對(duì)手留差評(píng)陷害的時(shí)候，只要能夠提供切實(shí)的證據(jù)，其實(shí)是可以刪掉差評(píng)的。

這里有兩個(gè)要點(diǎn)希望大家記住，第一個(gè)就是寫郵件的時(shí)候盡量引用上述TOS里面的語句，說明給競(jìng)爭(zhēng)對(duì)手寫差評(píng)是違規(guī)的，寫申訴郵件最好要做到引經(jīng)據(jù)典，要有寫議論文的覺悟，當(dāng)然這里面所謂的經(jīng)典就是亞馬遜的TOS了，引用TOS里面的語句是申訴信成功的關(guān)鍵所在，也是一個(gè)好用的技巧。

另外一點(diǎn)就是寫差評(píng)申訴郵件的時(shí)候最好就明確指出來是哪一個(gè)競(jìng)爭(zhēng)對(duì)手做的，盡可能找到所有證據(jù)咬定一個(gè)確切的競(jìng)爭(zhēng)對(duì)手，證據(jù)不夠也可以人造一些證據(jù)，比如一些和第三方review提供商的聊天截圖（說明競(jìng)爭(zhēng)對(duì)手是和某家第三方機(jī)構(gòu)聯(lián)合起來黑你差評(píng)），競(jìng)爭(zhēng)對(duì)手購買這個(gè)害人差評(píng)的渠道，這個(gè)留差評(píng)的買家號(hào)的個(gè)人信息等等這些，而不要說什么懷疑可能是誰，這一點(diǎn)也是很重要的。我們自己嘗試過，各種真假證據(jù)混合在一起，有明確的指向某一位競(jìng)爭(zhēng)對(duì)手，這種情況下刪掉差評(píng)的幾率還是挺大的！

4–“A seller offers a third party a financial reward, discount, or other compensation in exchange for a review on their product or their competitor’s product.”

現(xiàn)在很多所謂的review工具平臺(tái)提供類似之前AMZ-tracker提供的的服務(wù)，比如在這個(gè)平臺(tái)完成非常大的折扣放量或者免費(fèi)放單任務(wù)以后，平臺(tái)承諾你一個(gè)回評(píng)比例。這種類型的平臺(tái)最好要慎重，上面這一條明確寫的是違規(guī)的，而且亞馬遜后續(xù)會(huì)重點(diǎn)打擊類似平臺(tái)。當(dāng)然這里說一句，那些單純跑量類似deals站點(diǎn)的平臺(tái)，不涉及review操控是沒有問題的。

5–“A seller offers to provide a refund or reimbursement after the buyer writes a review.”

這里主要是針對(duì)一些賣家在找到留差評(píng)的買家以后，通過給他操作退款，然后要求他改掉或者刪除的行為。我在這里特別強(qiáng)調(diào)一下，如果你直接通過站內(nèi)退款給買家，然后買家修改或者刪除了差評(píng)，這個(gè)行為會(huì)有很大可能被亞馬遜判定為review操縱的，即使你沒有在站內(nèi)信里面提到修改或者刪除差評(píng)這一塊。所以，以后遇到類似情況，要退款刪差評(píng)也不要走站內(nèi)，最好通過其他渠道退給他，這樣才會(huì)更安全。

6–“A seller only asks for reviews from buyers who had a positive experience and attempts to divert buyers who had a negative experience to a different feedback mechanism.”

這里主要是針對(duì)一些站內(nèi)信索評(píng)軟件的功能而設(shè)置的條款，很多站內(nèi)信工具可以幫助你篩選出來留了比較positive的feedback，但是沒有留review的買家，然后你可以通過這些站內(nèi)信工具實(shí)現(xiàn)定點(diǎn)向這個(gè)特定人群來索取review，這樣會(huì)得到較高的回評(píng)率，但是這種就屬于違規(guī)了，所以希望大家一定要注意。

另外多說一句，我們?cè)谧鰷y(cè)評(píng)的時(shí)候，盡量避免找的人群標(biāo)簽化和特定化，一旦標(biāo)簽化，比如老是有特定屬性的一波人在給你留評(píng)，那么你就非常的危險(xiǎn)了。所以說，要么魚池是你自己的，屬于是私域流量；要么公域足夠大，魚池是公共的但是足夠的大，不然后面都會(huì)有交叉感染不安全的情況發(fā)生的。

7–“A seller creates a variation relationship between products that are not actually related to each other in order to boost a product’s star rating.”

這一條就是老生常談的變體問題了，只要亞馬遜判定你的變體之間相關(guān)性不強(qiáng)，或者覺得你有很大操作review的嫌疑，你即使合并變體，review也不會(huì)實(shí)現(xiàn)共享，還是會(huì)分開顯示的。所以遇到此類情況的朋友，建議直接就放棄合并父子變體這條路了，也不要去找亞馬遜說明情況，基本上沒有用的。

8-“A seller inserts a request for a positive Amazon review or an incentive in exchange for a review into product packaging.”

這里說的是往產(chǎn)品里面放卡片的事情，亞馬遜并沒有說不能放卡片到產(chǎn)品里面去，而是說產(chǎn)品卡片不能夠有任何誘導(dǎo)留評(píng)的內(nèi)容，例如下圖這種肯定是不合適的，這種只要被舉報(bào)，一舉報(bào)一個(gè)準(zhǔn)，馬上死的透透的！

但是呢，你可以選擇給他們一些小禮物或者一些小恩小惠，然后誘導(dǎo)他們?nèi)リP(guān)注你的Facebook主頁，Twitter 主頁或者Facebook messenger等等，然后再去做留評(píng)或者放量的引導(dǎo)，雖然這樣也是違規(guī)的，但是比直接把換評(píng)放在卡片上面要安全的多！例如大賣家澤寶這種模式的產(chǎn)品卡片，就會(huì)安全的很多：

9-“A seller manipulates the ‘Helpful’, ‘Not Helpful’, or ‘Report Abuse’ features on any review on his or [her] competitor’s products.”

這一條主要是講操縱點(diǎn)贊行為，以及report abuse的舉報(bào)行為都是屬于違規(guī)的。

10–“You can ask for reviews from customers who purchased your products off Amazon.”

這一條間接的說明了亞馬遜一直是允許“直評(píng)”這種模式存在的，而且后續(xù)也不可能取消直評(píng)。雖然之前很多亞馬遜賣家都曾經(jīng)反映過直評(píng)被濫用的問題，各種取消直評(píng)的聲音也是越來越大，但是感覺亞馬遜也不可能取消直評(píng)的，直評(píng)和跟賣這些應(yīng)該屬于亞馬遜體系里面的憲法級(jí)別，不會(huì)輕易改動(dòng)的。

簡單解釋一下，直評(píng)的意思就是：只要消費(fèi)者買過這個(gè)產(chǎn)品，即使不是通過亞馬遜買的，他也可以在下面完成評(píng)價(jià)。這樣是不違反亞馬遜規(guī)定的，甚至說是鼓勵(lì)的。雖然直評(píng)是沒有VP驗(yàn)證購買標(biāo)志的，但是直評(píng)的用處依舊挺大，而且直評(píng)一下子增加特別多也不會(huì)引起亞馬遜的警覺，因?yàn)橹痹u(píng)畢竟是和產(chǎn)品銷量沒有太大關(guān)系的，不是直接掛鉤。當(dāng)然這里不排除有時(shí)候一些大折扣購買的產(chǎn)品留下來的評(píng)價(jià)也是直評(píng)的情況，不過大折扣的產(chǎn)品現(xiàn)在可能評(píng)價(jià)逗留不了，直評(píng)都不容易了。

所以我們?cè)谶@里開一下腦洞，如果同一款產(chǎn)品在亞馬遜上面賣，也在其他平臺(tái)上面賣，所有在其他平臺(tái)上面買過這款產(chǎn)品的客戶，其實(shí)都是我們的潛在可以留直評(píng)的客戶，而且其他平臺(tái)或者獨(dú)立站不像亞馬遜把控那么嚴(yán)，我們基本上都可以直接聯(lián)系到這些買家，你可以讓這些人在亞馬遜同樣的產(chǎn)品下面寫一下真實(shí)的使用感受，當(dāng)然可以給一些額外的激勵(lì)，這種鬼佬一般也會(huì)接受的，而且又不違規(guī)。至于具體怎么聊就看各位了，所以這是一個(gè)非常好而且安全的直評(píng)獲取的渠道！

11–“…you can reach out to customers by replying to their review on the product detail page and asking them to contact you through Buyer-Seller Messaging to resolve their issues. You cannot reach out to buyers via other means.”

這是最后一條了，這里主要是說你和你的買家取得聯(lián)系的渠道，目前來說亞馬遜允許的就是站內(nèi)信渠道，以及review下面的comment渠道。除此之外，其他任何聯(lián)系客戶的渠道都是違反規(guī)定的，之前有些賣家通過找內(nèi)部買郵箱，拿到郵箱直接去聯(lián)系客戶，很多客戶都直接反問你是怎么知道我的真實(shí)郵箱的？這種情況只要是舉報(bào)亞馬遜，這個(gè)賣家賬號(hào)就真的玄了！

其實(shí)除了站內(nèi)信以外，review下面的comment方法可以好好玩一玩，這個(gè)渠道相對(duì)來說監(jiān)控沒有那么嚴(yán)格，而且基本上也不會(huì)有任何安全隱患。

那么，今天關(guān)于亞馬遜review這一塊的TOS解析就到這里了，如果大家能夠從里面得到一些思路和方法，知道哪些是雷區(qū)，哪些可以繼續(xù)深挖嘗試，那么也就不枉我碼那么多字了。

來源：MOSS的精神家園