社區(qū) 發(fā)現(xiàn) Amazon 10月3號(hào)亞馬遜Review測(cè)評(píng)新政策，...
10月3號(hào)亞馬遜Review測(cè)評(píng)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(hào)因亞馬遜Review新政策問(wèn)題，這個(gè)詞被好多人拿出來(lái)問(wèn)。
?
Update on Customer Reviews
October 3, 2016? 官方發(fā)布最新評(píng)價(jià)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(shuō)法就是：
不能使用第三方機(jī)構(gòu)（比如fb小組測(cè)評(píng)，各大測(cè)評(píng)網(wǎng)站測(cè)評(píng)等）發(fā)出帶折扣或者免費(fèi)的產(chǎn)品給reviewer來(lái)?yè)Q取評(píng)價(jià)；只有通過(guò)亞馬遜VINE VOICE項(xiàng)目組的人來(lái)做折扣碼或者送測(cè)，是合規(guī)的。通過(guò)其他人或者其他組織，即使在評(píng)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(fèi)或者折扣來(lái)?yè)Q取評(píng)價(jià)，你的賬號(hào)會(huì)被關(guān)；
你可以繼續(xù)對(duì)客戶發(fā)折扣或者一些促銷，只要不是為了換取評(píng)價(jià)，都是可以的；
不許提供任何服務(wù)或者福利來(lái)?yè)Q取評(píng)論。
第一點(diǎn)中提到的所謂亞馬遜VINE VOICE項(xiàng)目組，是一個(gè)邀請(qǐng)制的GROUP（VINE REVIEWER GROUP），亞馬遜對(duì)于誠(chéng)信度高的買家采取邀請(qǐng)入駐來(lái)做測(cè)評(píng)。這個(gè)團(tuán)隊(duì)他們一般逼格比較高、優(yōu)先做直營(yíng)產(chǎn)品的送測(cè)。做VE的小伙伴應(yīng)該不難理解。VINE VOICE的review相對(duì)普通的review權(quán)重會(huì)更高，每條review都會(huì)有vine voice的標(biāo)志。
?
Update on Customer Reviews
October 3, 2016? 官方發(fā)布最新評(píng)價(jià)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(shuō)法就是：
不能使用第三方機(jī)構(gòu)（比如fb小組測(cè)評(píng)，各大測(cè)評(píng)網(wǎng)站測(cè)評(píng)等）發(fā)出帶折扣或者免費(fèi)的產(chǎn)品給reviewer來(lái)?yè)Q取評(píng)價(jià)；只有通過(guò)亞馬遜VINE VOICE項(xiàng)目組的人來(lái)做折扣碼或者送測(cè)，是合規(guī)的。通過(guò)其他人或者其他組織，即使在評(píng)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(fèi)或者折扣來(lái)?yè)Q取評(píng)價(jià)，你的賬號(hào)會(huì)被關(guān)；
你可以繼續(xù)對(duì)客戶發(fā)折扣或者一些促銷，只要不是為了換取評(píng)價(jià)，都是可以的；
不許提供任何服務(wù)或者福利來(lái)?yè)Q取評(píng)論。
第一點(diǎn)中提到的所謂亞馬遜VINE VOICE項(xiàng)目組，是一個(gè)邀請(qǐng)制的GROUP（VINE REVIEWER GROUP），亞馬遜對(duì)于誠(chéng)信度高的買家采取邀請(qǐng)入駐來(lái)做測(cè)評(píng)。這個(gè)團(tuán)隊(duì)他們一般逼格比較高、優(yōu)先做直營(yíng)產(chǎn)品的送測(cè)。做VE的小伙伴應(yīng)該不難理解。VINE VOICE的review相對(duì)普通的review權(quán)重會(huì)更高，每條review都會(huì)有vine voice的標(biāo)志。
倒計(jì)時(shí)：
9 個(gè)回復(fù)
- 招聘意德法荷銷售精英，老板直面
贊同來(lái)自: 我在龍華 、 鄂夏皖 、 Adoncn
**究竟什么是Amazon Vine?**
Amazon Vine程序會(huì)邀請(qǐng)?jiān)趤嗰R遜上最值得信任的reviewers對(duì)新和或者預(yù)發(fā)布的產(chǎn)品提供評(píng)論，用以幫助之后的買家作出明智的購(gòu)買決定。亞馬遜基于等客戶的評(píng)論者排名來(lái)邀請(qǐng)他們成為Vine Voices。Reviewers rank的排名受其他客戶對(duì)評(píng)論者所提交的評(píng)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(fèi)產(chǎn)品用以測(cè)評(píng)。Vine 評(píng)論是Vine Voices成員獨(dú)立的意見(jiàn)。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(huì)更改或者編輯 Vine評(píng)論。Vine評(píng)論按照Amazon Vine程序是用一個(gè)綠色文字“Vine Customer Review of Free Product”進(jìn)行標(biāo)記的，如下圖。
**?為何要用Amazon Vine 程序?**
這個(gè)問(wèn)題簡(jiǎn)單，尤其是亞馬遜禁止其他形式的免費(fèi)與折扣類評(píng)論后，必定會(huì)宣傳AmazonVine,消費(fèi)才也會(huì)更加重視和信任Amazon Vine，有Amazon Vine評(píng)論的產(chǎn)品將更加可信，如果評(píng)論理想的話，會(huì)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(dòng)邀請(qǐng)加入。加入后就會(huì)成為 Vine Voices成員。 Vine Voices的入選是基于好幾個(gè)標(biāo)準(zhǔn)，但是最重要的是其他客戶對(duì)評(píng)論是否有幫助的判定以及在程序中對(duì)所推薦的產(chǎn)品類型所表現(xiàn)出來(lái)的興趣。買家如果堅(jiān)持寫(xiě)一些有幫助的產(chǎn)品評(píng)論并在一些特定的產(chǎn)品類別里獲得一些專長(zhǎng)和聲望將更有可能獲得邀請(qǐng)加入Amazon Vine程序。
**Vine Voices成員的篩選機(jī)制?**
亞馬遜希望Vine Voice程序所代表的是不斷增長(zhǎng)的評(píng)論者中的最出色的成員部分。亞馬遜基于其他消費(fèi)者對(duì)評(píng)論者的反饋來(lái)邀請(qǐng)?jiān)u論者參與Amazon Vine 程序，一個(gè)評(píng)論者的排名由他所有的評(píng)論所獲得的helpfulness數(shù)量，同時(shí)以他所寫(xiě)的評(píng)論的數(shù)量為因子。最新的評(píng)論則能夠獲得更高的權(quán)重。詳情請(qǐng)點(diǎn)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(fèi)者提供有幫助與深刻見(jiàn)解的評(píng)論所獲得的價(jià)值與信任。除了reviewer rank排名, 亞馬遜也根據(jù)評(píng)論者所表現(xiàn)出來(lái)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(shuō)如果一個(gè)評(píng)論者所通過(guò)提交評(píng)論所表現(xiàn)出來(lái)的興趣點(diǎn)與Amazon Vine程序想類似的話，則這部分是有獨(dú)特權(quán)重的，Amazon Vine程序會(huì)更加青睞這類評(píng)論者。因?yàn)檫@樣會(huì)促進(jìn)對(duì)自己所屬的品類并熟悉這一品類的評(píng)論者對(duì)此類產(chǎn)品進(jìn)行評(píng)論。比如，如果一個(gè) Vine Voice成員他最多的是購(gòu)買與評(píng)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(jìn)行評(píng)測(cè)。
**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(xiě)積極的產(chǎn)品評(píng)論嗎?**
這完全不是亞馬遜的風(fēng)格了。忠于事實(shí)，不管是正面的或者負(fù)責(zé)的評(píng)論都是受歡迎的。Vine評(píng)論必須遵守posting guidelines規(guī)則。顧客可以像對(duì)待任何其他評(píng)論一樣對(duì)Vine評(píng)論進(jìn)行是否有幫助的投票。
**是否要付款給VineVoices成員寫(xiě)評(píng)論，或者受到要寫(xiě)有利的評(píng)論的壓力?**
這跟上一個(gè)問(wèn)題差不多，肯定不會(huì)付款給Vine Voices來(lái)寫(xiě)評(píng)論。Vine Voices成員資格的取得是基于其他亞馬遜客戶對(duì)評(píng)論者的評(píng)論的helpfulness的投票。一旦他們受邀請(qǐng)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(píng)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(píng)論者排名處在最高隊(duì)列中。
**如果VineVoice成員提交了負(fù)面評(píng)論，這是否會(huì)影響他們的reviewer ranking?**
答案是不會(huì)。評(píng)論者的排名是由其他客戶對(duì)評(píng)論的helpful投票數(shù)量來(lái)決定的。消費(fèi)者傾向于看重嚴(yán)肅的，富有信息的，詳細(xì)和客觀的，而不管評(píng)論是好，壞或者中性。
**Vine Voices成員會(huì)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(jìn)行注冊(cè)及提交給亞馬遜，以便交給Vine Voices先于發(fā)布進(jìn)行評(píng)測(cè)。Vice Voices成員將在郵件中收到產(chǎn)品評(píng)測(cè)的申請(qǐng)鏈接。如下圖：
**參與AmazonVine的賣家可以聯(lián)系或者影響VineVoices嗎?**
不能??！所有的Vine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(wú)法聯(lián)系Vine Voices,也無(wú)法影響影響到Vine Voices，因?yàn)楦静恢勒l(shuí)將收到他們的產(chǎn)品。絕！