10月3号亚马逊Review测评新政策,频繁提到的Amazon vine voice 是什么意思?

如题,最近10月3号因亚马逊Review新政策问题,这个词被好多人拿出来问。
 
Update on Customer Reviews
October 3, 2016  官方发布最新评价规定

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

潜在说法就是:
  1. 不能使用第三方机构(比如fb小组测评,各大测评网站测评等)发出带折扣或者免费的产品给reviewer来换取评价;只有通过亚马逊VINE VOICE项目组的人来做折扣码或者送测,是合规的。通过其他人或者其他组织,即使在评论里声明了I received this product at a discount or free for review purposes 已经不被允许了!
  2. 此政策立刻生效!如果你继续用以前的方法免费或者折扣来换取评价,你的账号会被关;
  3. 你可以继续对客户发折扣或者一些促销,只要不是为了换取评价,都是可以的;
  4. 不许提供任何服务或者福利来换取评论。


第一点中提到的所谓亚马逊VINE VOICE项目组,是一个邀请制的GROUP(VINE REVIEWER GROUP),亚马逊对于诚信度高的买家采取邀请入驻来做测评。这个团队他们一般逼格比较高、优先做直营产品的送测。做VE的小伙伴应该不难理解。VINE VOICE的review相对普通的review权重会更高,每条review都会有vine voice的标志。
已邀请:

我在龙华 - 能靠才华吃饭却偏要让我显摆脸

赞同来自: 曹尚麟 鄂夏皖 SISAL

没事请多翻AMAZON后台帮助。
 
https://www.amazon.com/gp/vine/help
 What is Amazon Vine?
 
Amazon Vine invites the most trusted reviewers on Amazon to post opinions about new and pre-release items to help their fellow customers make informed purchase decisions. Amazon invites customers to become Vine Voices based on their reviewer rank, which is a reflection of the quality and helpfulness of their reviews as judged by other Amazon customers. Amazon provides Vine members with free products that have been submitted to the program by participating vendors. Vine reviews are the independent opinions of the Vine Voices. The vendor cannot influence, modify or edit the reviews. Amazon does not modify or edit Vine reviews, as long as they comply with our posting guidelines. A Vine review is identified with the green stripe Customer review from the Amazon Vine Program.

Why do you have the Amazon Vine program?

The program was created to provide customers with more information including honest and unbiased feedback from some of Amazon's most trusted reviewers.

How can I join the program?

Amazon Vine is an invitation-only program. Vine Voices are selected based on several criteria, but primarily on the helpfulness of their reviews as judged by all other customers and by their demonstrated interest in the types of products that are featured in the program. Customers who consistently write helpful reviews and develop a reputation for expertise in specific product categories are most likely to be invited into the program.

How are Vine Voices selected?

We want the Voice program to reflect the best of our growing body of customer reviewers. We invite reviewers to participate in the Vine program based on feedback from other customers. A reviewer's rank is determined by the overall helpfulness of all their reviews, factoring in the number of reviews they have written. More weight is given to recent reviews. For more information on how reviewer rankings are determined, please visit How Ranking Works. Ultimately, Vine Voices become eligible based on the value and trust other Amazon.com customers place in the Voices' ability to provide helpful and insightful reviews. In addition to the reviewer rank, we also weigh customers' demonstrated interest in products similar to those enrolled in the Vine program. This facilitates product reviews by people who are familiar with the category they belong to. For example if a Vine Voice mostly purchases and/or reviews home and garden products, it is more likely they will be offered similar products.

Where does Amazon get the products?

Products are provided by publishers, labels, studios, manufacturers or any vendor participating in the program.

Are Vine Voices expected to write only positive reviews?

No. We welcome honest opinion about the product - positive or negative. Of course Vine reviews must conform to all our posting guidelines. Customers can vote on the helpfulness of Vine reviews just like they can for any other review.

Are Vine Voices paid for writing reviews or pressured to write favorable reviews?

No. Voices are not paid to participate in the program and write reviews. Voices are selected to participate based on their helpfulness of reviews voted on by other Amazon customers. Once they are invited into the program, to maintain their status as a Vine Voice, they must review all of the selected products within 30 days of receipt and continue to be among the reviewers with the highest ranks from Amazon to keep their status as a Vine member.

If a Vine Voice writes a negative review, will it impact his or her reviewer ranking?

No. Writing a negative review will not impact a Voice's reviewer ranking. A reviewer's ranking is determined by the number of helpful votes from other customers. Customers tend to value substantive, informative, detailed and objective reviews, regardless of whether the review is positive, negative, or neutral.

Do Vine Voices receive products before they are released?

Yes. Some participating vendors will enroll pre-release products for Voices to review prior to launch.

Can the participating vendors contact or otherwise influence Vine Voices?

No. All Vine products are submitted by vendors to Amazon, and distributed by Amazon to the Vine Voices. Vendors have no contact with the Vine Voices, and have no influence over which Vine Voices will review their products.

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