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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


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!




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。


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 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.




1  亚马逊顶部评论  -亚马逊已经建立了一个页面,在那里你可以浏览其中展示了的目前的顶级贡献者,或已超过前几年的顶级评论计入名人堂评论大厅的顶部评审排名。



top review的人对产品进行评测 amazon还是允许的!这部分基本无影响,但是因为大量卖家基本上把这些人搜刮一个遍了,而且产品也不是适合给每个人,所以资源池少。



可以看到并不是所有评测人都是VINE VOICE,但是大部分VINE VOICE都是top reviewer。

2 亚马逊验证购买 -只有实际产生购买的产品评论会被打上Amazon Verified Purchase的标志,这种评论的搜索权重和对客户的实际购买决策影响最大的。

verified purchased


verified purchased review这块现在也是可以做,无非是下单之后把订单金额用paypal或者银行转账返还给评测者,这有点像现在的taobao等平台刷单。卖家会损失掉amazon的15%的订单佣金以及可能涉及到的FBA仓储费等等。



To post a review, customers must spend at least $50.00 using a valid credit or debit card. Prime subscriptions and promotional discounts don’t qualify towards the $50.00 minimum. Customers in the same household cannot submit a review for the same product.


3 亚马逊VINE VOICE计划 -亚马逊每个月会给加入Amazon Vine项目的会员发两次待评论产品清单,评论者们每次可以从清单中选择两款产品进行评论。只要他们在30天内写出有建设性的评论就有机会免费获得该产品,但是决不允许将其在亚马逊卖掉或转让出去。


这部分人是有一定标准要求的,以前大量的免费测评人都不达不到这个标准,所以还是要通过 这里面的人挖掘。

4 发出带折扣或者免费的产品给reviewer来换取评价 这块amazon新规就不让做了





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