社區(qū) 發(fā)現(xiàn) Amazon 10月3號亞馬遜Review測評新政策，...
10月3號亞馬遜Review測評新政策，頻繁提到的Amazon vine voice 是什么意思？
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如題，最近10月3號因亞馬遜Review新政策問題，這個詞被好多人拿出來問。
?
Update on Customer Reviews
October 3, 2016? 官方發(fā)布最新評價規(guī)定
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
潛在說法就是：
不能使用第三方機構(gòu)（比如fb小組測評，各大測評網(wǎng)站測評等）發(fā)出帶折扣或者免費的產(chǎn)品給reviewer來換取評價；只有通過亞馬遜VINE VOICE項目組的人來做折扣碼或者送測，是合規(guī)的。通過其他人或者其他組織，即使在評論里聲明了I received this product at a discount or free for review purposes 已經(jīng)不被允許了！
此政策立刻生效！如果你繼續(xù)用以前的方法免費或者折扣來換取評價，你的賬號會被關(guān)；
你可以繼續(xù)對客戶發(fā)折扣或者一些促銷，只要不是為了換取評價，都是可以的；
不許提供任何服務(wù)或者福利來換取評論。
第一點中提到的所謂亞馬遜VINE VOICE項目組，是一個邀請制的GROUP（VINE REVIEWER GROUP），亞馬遜對于誠信度高的買家采取邀請入駐來做測評。這個團隊他們一般逼格比較高、優(yōu)先做直營產(chǎn)品的送測。做VE的小伙伴應(yīng)該不難理解。VINE VOICE的review相對普通的review權(quán)重會更高，每條review都會有vine voice的標(biāo)志。
?
Update on Customer Reviews
October 3, 2016? 官方發(fā)布最新評價規(guī)定
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
潛在說法就是：
不能使用第三方機構(gòu)（比如fb小組測評，各大測評網(wǎng)站測評等）發(fā)出帶折扣或者免費的產(chǎn)品給reviewer來換取評價；只有通過亞馬遜VINE VOICE項目組的人來做折扣碼或者送測，是合規(guī)的。通過其他人或者其他組織，即使在評論里聲明了I received this product at a discount or free for review purposes 已經(jīng)不被允許了！
此政策立刻生效！如果你繼續(xù)用以前的方法免費或者折扣來換取評價，你的賬號會被關(guān)；
你可以繼續(xù)對客戶發(fā)折扣或者一些促銷，只要不是為了換取評價，都是可以的；
不許提供任何服務(wù)或者福利來換取評論。
第一點中提到的所謂亞馬遜VINE VOICE項目組，是一個邀請制的GROUP（VINE REVIEWER GROUP），亞馬遜對于誠信度高的買家采取邀請入駐來做測評。這個團隊他們一般逼格比較高、優(yōu)先做直營產(chǎn)品的送測。做VE的小伙伴應(yīng)該不難理解。VINE VOICE的review相對普通的review權(quán)重會更高，每條review都會有vine voice的標(biāo)志。
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**究竟什么是Amazon Vine?**
Amazon Vine程序會邀請在亞馬遜上最值得信任的reviewers對新和或者預(yù)發(fā)布的產(chǎn)品提供評論，用以幫助之后的買家作出明智的購買決定。亞馬遜基于等客戶的評論者排名來邀請他們成為Vine Voices。Reviewers rank的排名受其他客戶對評論者所提交的評論的質(zhì)量與幫助的判定影響。亞馬遜向Vine成員提供由賣家提交給Vine程序的免費產(chǎn)品用以測評。Vine 評論是Vine Voices成員獨立的意見。不能受賣家影響，更改或者編輯。只要符合發(fā)貼政策，亞馬遜也不會更改或者編輯 Vine評論。Vine評論按照Amazon Vine程序是用一個綠色文字“Vine Customer Review of Free Product”進行標(biāo)記的，如下圖。
**?為何要用Amazon Vine 程序?**
這個問題簡單，尤其是亞馬遜禁止其他形式的免費與折扣類評論后，必定會宣傳AmazonVine,消費才也會更加重視和信任Amazon Vine，有Amazon Vine評論的產(chǎn)品將更加可信，如果評論理想的話，會有更高的轉(zhuǎn)化率與自然排名權(quán)重。
**如何加入Amazon Vine 程序?**
Amazon Vine只能接受被動邀請加入。加入后就會成為 Vine Voices成員。 Vine Voices的入選是基于好幾個標(biāo)準(zhǔn)，但是最重要的是其他客戶對評論是否有幫助的判定以及在程序中對所推薦的產(chǎn)品類型所表現(xiàn)出來的興趣。買家如果堅持寫一些有幫助的產(chǎn)品評論并在一些特定的產(chǎn)品類別里獲得一些專長和聲望將更有可能獲得邀請加入Amazon Vine程序。
**Vine Voices成員的篩選機制?**
亞馬遜希望Vine Voice程序所代表的是不斷增長的評論者中的最出色的成員部分。亞馬遜基于其他消費者對評論者的反饋來邀請評論者參與Amazon Vine 程序，一個評論者的排名由他所有的評論所獲得的helpfulness數(shù)量，同時以他所寫的評論的數(shù)量為因子。最新的評論則能夠獲得更高的權(quán)重。詳情請點擊How Ranking Works. 歸根結(jié)底, Vine Voices成員資格的獲得要靠為其他消費者提供有幫助與深刻見解的評論所獲得的價值與信任。除了reviewer rank排名, 亞馬遜也根據(jù)評論者所表現(xiàn)出來的興趣與AmazonVine程序中的產(chǎn)品的相似性給予相應(yīng)的權(quán)重。也就是說如果一個評論者所通過提交評論所表現(xiàn)出來的興趣點與Amazon Vine程序想類似的話，則這部分是有獨特權(quán)重的，Amazon Vine程序會更加青睞這類評論者。因為這樣會促進對自己所屬的品類并熟悉這一品類的評論者對此類產(chǎn)品進行評論。比如，如果一個 Vine Voice成員他最多的是購買與評論家用與庭院產(chǎn)品的話，他就更有可能被AmazonVine程序提供這類相似產(chǎn)品進行評測。
**亞馬遜從哪里獲得用于AmazonVine的產(chǎn)品？**
當(dāng)然是由發(fā)行商，生產(chǎn)商或者參與Amazon Vine程序的任何賣家提供。
**只期望VineVoices成員寫積極的產(chǎn)品評論嗎?**
這完全不是亞馬遜的風(fēng)格了。忠于事實，不管是正面的或者負責(zé)的評論都是受歡迎的。Vine評論必須遵守posting guidelines規(guī)則。顧客可以像對待任何其他評論一樣對Vine評論進行是否有幫助的投票。
**是否要付款給VineVoices成員寫評論，或者受到要寫有利的評論的壓力?**
這跟上一個問題差不多，肯定不會付款給Vine Voices來寫評論。Vine Voices成員資格的取得是基于其他亞馬遜客戶對評論者的評論的helpfulness的投票。一旦他們受邀請加入Amazon Vine程序，他們必須為所選擇的產(chǎn)品在收到后30天內(nèi)提交評論，這樣才能維持他們的身份為Vine Voice成員,并且需要繼續(xù)作為Vine成員保他們的持評論者排名處在最高隊列中。
**如果VineVoice成員提交了負面評論，這是否會影響他們的reviewer ranking?**
答案是不會。評論者的排名是由其他客戶對評論的helpful投票數(shù)量來決定的。消費者傾向于看重嚴肅的，富有信息的，詳細和客觀的，而不管評論是好，壞或者中性。
**Vine Voices成員會在產(chǎn)品發(fā)布前收到產(chǎn)品嗎?**
是的。一些參與Amazon Vine程序的賣家將預(yù)發(fā)布產(chǎn)品進行注冊及提交給亞馬遜，以便交給Vine Voices先于發(fā)布進行評測。Vice Voices成員將在郵件中收到產(chǎn)品評測的申請鏈接。如下圖：
**參與AmazonVine的賣家可以聯(lián)系或者影響VineVoices嗎?**
不能?。∷械腣ine產(chǎn)品均由賣家提交給亞馬遜，再由亞馬遜分給VineVoices成員. 賣家無法聯(lián)系Vine Voices,也無法影響影響到Vine Voices，因為根本不知道誰將收到他們的產(chǎn)品。絕！