Moss:关于亚马逊Review测评,我有话要说!

类别:亚马逊测评   时间:2019-07-30 03:7:29

途径直评差评竞争对手测评违规卖家句子站内信里边时分

最近,市面上十分多关于review测评的文章和东西纷繁呈现,感觉现在现已和以往不同,以往是找不到review测评的途径,做review测评的也就那么几家,那么几种办法,妥妥的供应小于需求。可是现如今呢,基本上做review测评的服务商几乎是满天飞,有做机器刷单测评的,有经过Facebook刷单测评的,有玩私域流量的,几乎便是八仙过海各显神通。

可是呢,资源过剩的年代其实还不如资源瘠薄的年代,由于挑选太多了自身便是一个巨大的难题,资源一旦多了,靠谱的肯定没几个,原本便是违规生意,大部分人都是抱着捞一笔就跑的心态,加上跨境圈原本就很浮躁了,导致卖家和服务商都不是很沉着,全体都是一锤子买卖的主意居多,况且这原本便是一个合适一锤子买卖的生意,要知道做review测评生意的服务商即便有再牛逼再安全的技术,谁又敢说自己是持久的生意呢?或许一夜之间就被姐夫炸毁殆尽了。

所以,今日我不想和咱们聊获取review的办法,这些之前聊太多了,今日首要想和咱们讲一下亚马逊后台关于review的guidelines和Terms of Service, 也便是亚马逊关于review的一切官方规矩,想必这一块重视的卖家也很少,许多人都是脑子里边有一些概念,什么能做,什么不能做,这些概念都是来源于一些大众号或许口耳相传经验之谈,其实这些都是十分不精确的,亚马逊后台规矩详细是怎样样的,其实很少人去重视,这样其实是不对的!

我今日讲这个首要有两层意图:第一个意图是想让咱们知道关于亚马逊review,什么不能做,什么能够做,这样才能够更好的支撑咱们现在正在做的刷单测评的作业,特别是关于想要持久耕耘亚马逊的卖家来说尤为有含义;另一个意图便是亚马逊坚决制止咱们做的一些条款下面,咱们用力去研讨,反而便是咱们能够去突破的点,也是黑科技的来源。举个比方咱们就理解了,咱们之前做SEO的时分,去国外参与Google举办的大会,同行的有莆田的哥们,咱们在聊一般去大会听什么,依照正常人的逻辑都是去听官方未来的方向,方针聚焦点等等这些。可是呢,莆田哥们历来不看这些,他们只看Google官方严峻制止的一些条款,相似亚马逊的seller prohibited activity,越不让做的,越往死里研讨,这便是所谓黑科技的源头地点了。

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.在亚马逊整个TOS里边,关于review这一块的便是上面的内容部分了,我现在把它原封不动的发出来,便利咱们做一个参阅。下面我会挑选出上述条款里边的一些关键条款来做逐个剖析。意图在于告知咱们这些条款自身,能够提炼出来什么样的有价值内容,能够协助咱们少踩一些坑,总结一些不错的办法,就很值得了。

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

这句话的意思其实很简略,亚马逊是鼓舞留评的,只需是实在可信的天然点评,其实多多益善!所以说,关于市面上盛行的回评率需求控制在多少多少,好评率需求控制在多少多少其实含义并不大,只需你的review是实在的,留评率百分百又怎样呢?满是好评又怎样呢?高质量的获评途径这些都不是问题,低质量的获评途径控制得再好也会被K掉!所以咱们大可不必在这留评率,好评率这些方面太过于介意,其实含义并不大,只需不特别夸大即可!

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.”

这儿清晰的阐明晰,站内信索评其实是合规的,仅仅需求留意站内信的遣词句子。别的,卖家不能够直接索要好评,也不能够让买家去更改或许移除点评。这儿多说一句,许多人觉得我给那个留差评的买家退款换货了,他也很满意,这个时分我是不是能够直接找他拿个好评了,或许让他改一下点评,这儿提示一句千万不要这么做,站内信里边千万不要呈现关于索要好评,或许更改,移除review的这些句子,不论买家是有多么高兴,你也不能在站内信里边让他去留好评,让他去改点评,否则被抓到之后被K的或许性十分大,要知道整个站内信都被亚马逊严密监控起来了。

下面,咱们总结一些能够用归于合规的站内信索评的句子,以及不能用的归于违规的站内信索评句子,现在拿出来同享给咱们,期望能够对咱们有所协助:

1.Here are some examples of things you may NOT say when requesting a product review: 不能够在站内信里边用的句子:

“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  能够在站内信里边用的句子:

“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.”

这一条咱们应该比较了解,咱们首要看后边那句话,你不答应给你的竞争对手留差评,所以咱们被竞争对手留差评栽赃的时分,只需能够供给实在的依据,其实是能够删掉差评的。这儿有两个关键期望咱们记住,第一个便是写邮件的时分尽量引证上述TOS里边的句子,阐明给竞争对手写差评是违规的,写申述邮件最好要做到引经据典,要有写议论文的醒悟,当然这儿边所谓的经典便是亚马逊的TOS了,引证TOS里边的句子是申述信成功的关键地点,也是一个好用的技巧。

别的一点便是写差评申述邮件的时分最好就清晰指出来是哪一个竞争对手做的,尽或许找到一切依据咬定一个切当的竞争对手,依据不行也能够人工一些依据,比方一些和第三方review供给商的谈天截图(阐明竞争对手是和某家第三方组织联合起来给你差评),竞争对手购买这个害人差评的途径,这个留差评的买家号的个人信息等等这些,而不要说什么置疑或许是谁,这一点也是很重要的。咱们自己测验过,各种真假依据混合在一起,有清晰的指向某一位竞争对手,这种状况下删掉差评的几率仍是挺大的!

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.”

现在许多所谓的review东西途径供给相似之前AMZ-tracker供给的的服务,比方在这个途径完结十分大的扣头放量或许免费放单任务今后,途径许诺你一个回评份额。这种类型的途径最好要稳重,上面这一条清晰写的是违规的,并且亚马逊后续会关键打击相似途径。当然这儿说一句,那些单纯跑量相似deals站点的途径,不触及review控制是没有问题的。

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

这儿首要是针对一些卖家在找到留差评的买家今后,经过给他操作退款,然后要求他改掉或许删去的行为。我在这儿特别强调一下,假如你直接经过站内退款给买家,然后买家修正或许删去了差评,这个行为会有很大或许被亚马逊断定为review操作的,即便你没有在站内信里边说到修正或许删去差评这一块。所以,今后遇到相似状况,要退款删差评也不要走站内,最好经过其他途径退给他,这样才会更安全。

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.”

这儿首要是针对一些站内信索评软件的功用而设置的条款,许多站内信东西能够协助你挑选出来留了比较positive的feedback,可是没有留review的买家,然后你能够经过这些站内信东西完结定点向这个特定人群来讨取review,这样会得到较高的回评率,可是这种就归于违规了,所以期望咱们必定要留意。

别的多说一句,咱们在做测评的时分,尽量防止找的人群标签化和特定化,一旦标签化,比方老是有特定属性的一波人在给你留评,那么你就十分的风险了。所以说,要么鱼池是你自己的,归所以私域流量;要么公域满足大,鱼池是公共的可是满足的大,否则后边都会有穿插感染不安全的状况发作的。

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.”

这一条便是陈词滥调的变体问题了,只需亚马逊断定你的变体之间相关性不强,或许觉得你有很大操作review的嫌疑,你即便兼并变体,review也不会完结同享,仍是会分隔显现的。所以遇到此类状况的朋友,主张直接就抛弃兼并父子变体这条路了,也不要去找亚马逊阐明状况,基本上没有用的。

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

这儿说的是往产品里边放卡片的工作,亚马逊并没有说不能放卡片到产品里边去,而是说产品卡片不能够有任何诱导留评的内容,例如下图这种肯定是不合适的,这种只需被告发,一告发一个准,马上死的透透的!

可是呢,你能够挑选给他们一些小礼物或许一些小恩小惠,然后诱导他们去重视你的Facebook主页,Twitter 主页或许Facebook messenger等等,然后再去做留评或许放量的引导,尽管这样也是违规的,可是比直接把换评放在卡片上面要安全的多!例如大卖家泽宝这种形式的产品卡片,就会安全的许多:

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

这一条首要是讲操作点赞行为,以及report abuse的告发行为都是归于违规的,这一块之前有许多文章都写过,咱们感兴趣的话能够好好看一看这两篇文章:; 

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

这一条间接的阐明晰亚马逊一直是答应“直评”这种形式存在的,并且后续也不或许撤销直评。尽管之前许多亚马逊卖家都从前反映过直评被乱用的问题,各种撤销直评的声响也是越来越大,可是感觉亚马逊也不或许撤销直评的,直评和跟卖这些应该归于亚马逊系统里边的宪法等级,不会简单改动的。

简略解释一下,直评的意思便是:只需顾客买过这个产品,即便不是经过亚马逊买的,他也能够在下面完结点评。这样是不违背亚马逊规矩的,乃至说是鼓舞的。尽管直评是没有VP验证购买标志的,可是直评的用途仍旧挺大,并且直评一会儿添加特别多也不会引起亚马逊的警惕,由于直评毕竟是和产品销量没有太大联络的,不是直接挂钩。当然这儿不扫除有时分一些大扣头购买的产品留下来的点评也是直评的状况,不过大扣头的产品现在或许点评都留不了,直评都不简单了。

所以咱们在这儿开一下脑洞,假如同一款产品在亚马逊上面卖,也在其他途径上面卖,一切在其他途径上面买过这款产品的客户,其实都是咱们的潜在能够留直评的客户,并且其他途径或许独立站不像亚马逊把控那么严,咱们基本上都能够直接联络到这些买家,你能够让这些人在亚马逊相同的产品下面写一下实在的运用感受,当然能够给一些额定的鼓励,这种鬼佬一般也会承受的,并且又不违规。至于详细怎样聊就看各位了,所以这是一个十分好并且安全的直评获取的途径!

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.”

这是最终一条了,这儿首要是说你和你的买家取得联络的途径,现在来说亚马逊答应的便是站内信途径,以及review下面的comment途径。除此之外,其他任何联络客户的途径都是违背规矩的,之前有些卖家经过找内部买邮箱,拿到邮箱直接去联络客户,许多客户都直接反诘你是怎样知道我的实在邮箱的?这种状况只需是告发亚马逊,这个卖家账号就真的玄了。

其实除了站内信以外,review下面的comment办法能够好好玩一玩,这个途径相对来说监控没有那么严厉,并且基本上也不会有任何安全隐患。详细操作办法能够参阅下面这篇文章

那么,今日关于亚马逊review这一块的TOS解析就到这儿了,假如咱们能够从里边得到一些思路和办法,知道哪些是雷区,哪些能够持续深挖测验,那么也就不枉我码那么多字了。

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