关于亚马逊官方测评（早期评论人计划），你该了解的几个点
作者介绍：赢商荟老魏，跨境电商创业者，资深跨境电商人，外贸行业从业12年，熟悉各跨境电商平台，有丰富的平台实操经验。业余随笔，每日一篇，分享跨境电商实操经验和创业感想。
本文为"老魏聊电商"系列第702篇原创文章，如需转载，烦请注明来源"赢商荟-老魏"，深表感谢。
今天，细心的卖家登录卖家中心后台后，在广告（Advertising）下拉菜单中，惊喜的发现居然多出来一个Early Reviewer Program的按钮，官方的翻译是“早期评论人计划”，这究竟是什么鬼？卖家该如何面对？我们先从官方的解释来了解一下。
关于Early Reviewer Program（早期评论人计划）官方给出的基本解释是：
These terms supplement your seller agreement and apply to your participation in the Early Reviewer Program.
All Amazon policies related to Customer Reviews, including the Prohibited seller activities and actions and our Community Guidelines, continue to apply to your participation in the Early Reviewer Program.
You may not advertise the fact that your products are enrolled in the Early Reviewer Program.
You agree to pay all fees charged in connection with your participation in the Early Reviewer Program.
老魏解读：
◆早期评论人计划要在原有的关于客户评论的相关政策包括禁止卖家操纵评论的政策规范的基础上进行;
◆卖家不能做广告宣传说自己的产品已经加入了早期评论人计划;
◆参与早期评论人计划意味着你同意承担相应的收费。
说到收费，我们再来看看亚马逊官方关于早期评论人收费的解释：
1.什么时候收费
Q: When will I be charged?
A:You will be charged once we receive the first Early Reviewer Program review for each enrolled ASIN. We will continue to solicit reviews for up to 1 year from time of enrollment, or until 5 reviews are received through the program, whichever is sooner.
老魏解读：
在卖家加入早期评论人计划的ASIN收到由该计划而获得的第一个Review后，亚马逊将会执行收取费用，同时亚马逊会在随后的最长不超过一年的时间里跟催参与此计划的客户留Review，直到5个Review全部收到。
2. 如何查看费用？
Q:How do I review the charges?
A: You will be charged for each ASIN that has been accepted into the program once we receive the first Early Reviewer Program review for that ASIN. The ASIN fee is displayed next to the Upload button when you upload the SKU file. Taxes may also apply. When the fee is processed, it will show up as 'Early Reviewer Program fee' transaction on your Seller Central account statement. To view your account statement, go to Seller Central & Reports & Payments & Transaction View.
老魏解读：
对于加入早期评论人计划的ASIN，在收到第一个Review后亚马逊会执行收取费用，收费多少会在你提交加入计划的SKU表时有显示，扣费清单则体现在你的费用报表清单里。
3. 如果收到的Review少于计划的5个是否会退费？
Q: Will I get a refund if I receive less than 5 reviews?
A: No. We do not promise a specific number of reviews. You are charged a flat fee once you receive the first Early Reviewer Program review on an ASIN. Note that we do continue to request more reviews as noted above.
老魏解读：
关于是否会因为退费，亚马逊明确的告诉你：NO。收费是固定费率，无论你收到一个，三个或者五个，收费是确定的，一口价！当然，按照亚马逊的说法，只有一种情况你能获得不被扣费，那就是你连一个Review都没收到！如果这样，你是不是更失落？！
4. 申请成功后是否能取消？
Q: Can I cancel an enrollment?
A: Once you enroll an ASIN into the program, you will be unable to cancel the enrollment. Note that you will only be charged for an ASIN when you receive the first Early Reviewer Program review on that enrollment.
老魏解读：申请成功，无法取消，所以，申请需谨慎，好好核算清楚再申请。
关于亚马逊早期评论人计划的详细解读：
1. 什么样的卖家可以参加？
Q:Who is eligible to participate in the Early Reviewer Program?
A:At this time, this program is available to U.S. based brand registered sellers only.
Q:I am U.S. based, but not a brand registered seller. How do I participate in the program?
A:To participate in this program, you must register your brand. If you own the trademark for the brand name that appears on your products and packaging, you might be eligible to apply for Amazon Brand Registry. Once registered, you can enroll your products into the Early Reviewer Program.
老魏解读：
什么人可以参加早期评论人计划？无论是否是美国公司，都必须是在美国有注册商标，并做了商标备案的卖家才可以。可见5月份新调整的商标备案新规开始发挥威力了，在这里老魏我也提醒，还没有注册美国商标而同时又想在美国站运营的卖家，尽早着手注册商标吧，以后的用处应该越来越大。
2. 什么样的产品可以参加？
Q:Which ASINs are eligible to be enrolled in this program?
A: ASINs with less than five reviews might be eligible for enrollment in this program. At this point, the ASINs must also be priced above $15.00. If the offer price falls below $15.00, we may cease requesting reviews from customers.
老魏解读：
产品的Review当前少于5个，并且产品单价高于15美元的产品才可以参加，低价值的产品不行的哦。低价产品是很多卖家的首选，但恰恰是竞争最激烈，运作难度最大，最受平台歧视的一部分，如果你的选品思维还局限于此，真得参加老魏的选品课好好学一下咯！
3. 哪些站点可以参加？
Q:Why can I only enroll ASINs that I sell in the U.S.?
A: Currently, this program is limited to the U.S. () only. If you have listed an ASIN to sell in the U.S. as well as other marketplaces, it will be eligible to enroll in this program, but Amazon will only request reviews from customers who purchased the ASIN on .
老魏解读：
当前只有美国站有早期评论人计划，其它站点的卖家可以直接略过。
4. 为什么我没有参加上？
Q:Why was my ASIN not accepted into the program?
A:You can download the status file in your submission history to understand why an ASIN was not accepted into the program.
老魏解读：
自己查看提交历史纪录里面的说明。 魏老师我也不知道你没申请上的原因。
5. 怎么知道自己的产品收到了早期评论人的Review？
Q: How will I know if my product has received a review from this program?
A:Early Reviewer Program reviews are identified with an orange badge that reads 'Early Reviewer Rewards'.
老魏解读：
早期评论人评论会有一个橙色的'Early Reviewer Rewards'标志，这意味着以后平台上又多了一道靓丽的橙色风景线。
6. 为什么客户会信任这些早期评论人的Review？
Q: Why should customers trust these reviews?
A: We only ask customers who have already purchased the product to share their true experience, regardless of whether it is a 1-star or 5-star review. No free products or discounts are given to these reviewers. We also do not disclose at the time of purchase whether a product is participating in the program because we want to hear from customers who have authentically chosen to buy that product without any knowledge of a future reward.
老魏解读：
亚马逊会要求已购买的客户分享他们真实的购物体验，无论是一星或者五星，同时，也不会给这些评论人免费的产品或者折扣，同时，评论人在购买时亚马逊并不会告诉参与者该产品是参与评论计划的，以此来确保能够听到消费者真实的购物感受，而不是为了获取奖励而刻意为之。
言外之意，客户在购买前也不知道自己已经被入选了，区别是，以前是买家战战兢兢的催客户留评价，以后变成了亚马逊光明正大的催客户留评价了，哈哈。
7. 早期评论人是如何被选入本计划的呢？
Q: How are reviewers selected for this program?
A: We want authentic reviews, and we would like to select from as many customers as possible, not just a select few. We select customers randomly from a list of all customers who have purchased products participating in this program, as long as they have no history of abusive or dishonest reviews and meet our eligibility criteria. Note that not all customers who purchase participating ASINs will receive reward offers to write a review. We want this program to generate enough reviews to help customers make smar this is not a rewards program intended to encourage purchases. Amazon employees, participating sellers and their friends and family are not eligible to participate in this program.
老魏解读：
亚马逊为了确保评论的真实性，随机选取了大量的没有不诚信记录的符合亚马逊标准的客户，而不只是从很小的群体里选择，这不是一个奖励换评价的计划，所以，参与此计划的用户并不是每个人都能够得到奖励，另外，亚马逊的员工，参与此计划的卖家和他们的朋友家人不可以参与此计划。
8. 早期评论人会得到什么样的奖励呢？
Q: How are reviewers rewarded?
A: Reviewers will receive a small reward (for example, a $1.00 - $3. Gift Card) after they have submitted an authentic review within the offer period and the review meets our community guidelines. This reward is to thank reviewers for sharing their authentic experience, regardless of whether it is a 1-star or 5-star review. The nature of the review does not affect the reward or the chance of getting future rewards.
老魏解读：
在评论人提交了真实的评论后，会得到一笔小奖励，比如1-3美元的礼品卡，奖励只针对于真实评论，而无关评论人留的是一星还是五星评价，评论人这次得到奖励并不意味着下次还会得到奖励。看来亚马逊还真的要随机抽取幸运顾客了。
9. 卖家可以干预吗？
Q: Can sellers influence these reviews or the reviewers participating in this program?
A:No. Sellers choose ASINs to participate in this program, but are not allowed to influence the content or star rating of the customer reviews. Sellers are also prohibited from communicating with customers about their reviews. Amazon does not modify or remove reviews from the Early Reviewer Program, as long as they comply with our community guidelines.
老魏解读：
***当然是NO了，除了卖家可以选择参与的产品之外，在早期评论人留Review之前，连评论人是谁都不知道，还如何干预啊，甚至，评论人自己都不知道被亚麻麻抽中了呢。关键的是，只要早期评论人的Review符合平台规则提交了，亚麻麻不会删除或者修改的。哎哟，我滴个麻麻哟！
解读完官方的内容，老魏我觉得虽然这个消息似乎让一些没有资源的新卖家看到了一丝曙光，但就当前来说，曙光太弱，似乎并不能照亮前程，反倒是有鸡肋的感觉，食之无味，弃之......但卖家需要注意的是，第一，这个项目是收费的，第二，即便加入了，你也不知道谁是你的福星，兴许顾客被亚马逊催急了，留个差评也未可知，第三，老魏我大胆猜想，亚马逊之所以这么做，意在培养消费者的留评习惯，习惯一旦养成，留评率就上来了啊，毕竟面对同样的美国人，为啥Ebay的留评率可以高达30%以上呢？亚马逊心里还是有点蛋蛋的忧桑的。
当然，一旦用户留评的习惯被培养起来，刷评的经历恐怕就得留在婶婶的记忆里了。
但是，敲一下黑板，划一下重点呀！既然亚马逊专门推出新规来鼓励客户留评，也说明了评论对Listing的重要性，所以，咳咳，如果你有安全的刷评渠道，还是要努力的刷的，当然，前提是在自己确保安全的情况下哦，反正你也没给我付钱，我也不对这句话为你负什么责任哦！
虽然我不对你的运营负责，不过你要是捡到了有用的信息，我倒是觉得你该给我打赏一份真爱九块九哦！哈哈哈......
如果你在亚马逊运营过程中遇到了其它问题，也欢迎添加下方我们赢商荟助理的工作微信咨询。
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广而告之：老魏精心打造的《亚马逊实操全阶课程》第32期将于06月17-18日开课，限报48人，详情请点击“亚马逊运营实操课程介绍”咨询***：
赢商荟跨境电商学院
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