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AMAZON如何应对虚假的REVIEW

If you use reviews on Amazon.com to make purchasing decisions, be aware that not all reviews are impartial. Friends, relatives, and paid reviewers may leave glowing 5-star reviews, while enemies and rivals may hope to damage the item’s reputation with 1-star “put-down” reviews—all without revealing their personal association, bias, or financial incentive. How can you tell if a review has a hidden agenda?

关于亚马逊测评的review,你了解多少?

 

关于亚马逊测评的review,你了解多少?

亚马逊的最新条款之中好像就这么一说:大量的提供免费或者折扣的商品,可以换来review!可是对于我们来说要注意以下什么呢?在这里就给大家介绍5点亚马逊增加review的注意点!

第一:邮件的作用?
当买卖双方达成交易时,亚马逊就给出一个买家的邮箱,让交易的双方用邮件进行一个交流,我们可以利用这个机会凭借着尽心的服务和精心编写的语言吸引或者引导买家在我们的listing上留下review。所以说呢?用邮件与客户交流是必不可少的!
但是不要以为邮件服务只是一种让客户留review的方法而已哦。对于邮件服务,引导客户留下review只是它的用处的一种而已!比如,通过邮件,询问买家近期对商品的使用情况,需要注意一些什么?需要改进一些什么?还可以告诉买家一些商品的使用方法,或者小技巧什么的!这样就可以提高买家对我们的印象,促使客户成为我们的回头客,甚至宣传者!

第二:最佳的review获取方法?
对于卖家而言review的重要性不言而喻,一旦卖家商品的review数量达到一定程度,就会形成一个口碑效应,增加转化率和销量!所以说,卖家的重点应该是关键词和产品review的研究。关键词引流,review提高转化率。Review虽然不是唯一要素,但是它可以帮助卖家们评估他们的竞争对手!
打个比方,假如搜索首页有个产品的review数为1000,你想要在review上超过他。那么你要做的就是,参与一些促销的优惠活动,帮助提高review数量,然后用邮件来提高review的质量,和最大的提高客户留下review的机会!

第三:如何防止免费商品的转售?
为了利益,现在的一些买家已经有点不可理喻了!这里我说的不是跟卖哦!而且跟卖是被允许的,如果不损害别人的利益的话!我说的是用留review的目的,骗去其他卖家的免费商品,然后转售!这是赤裸裸的侵权与欺骗!
防止这类情况的发生,比较有效的方法就是注册品牌了,还要备案哦!这样亚马逊就会根据你的品牌来识别你的独家销售的权利!还有一个方法就是,可以加入FFP(Frustration Free Packaging)计划中。因为亚马逊是不允许一个符合FFP要求的品牌商品,在未经商品卖家允许的情况下被跟卖和上架产品!
所以说,FFP不仅仅为卖家争夺buy box提供了优势,还可以让卖家的权益不被侵犯!(FFB:就是简易包装)

第四:负面review要公开吗?
站在客户的角度思考这个问题就简单多了。负面review的公开有助于客户跟多的了解产品,了解商家,可以让客户更好的选择商品!站在卖家的角度的话,也是可以公开的!这样就会让卖家们更加注意处理每一条客户的review了!也是提高和促进卖家服务质量的方法。这不是一箭双雕,两全其美吗?
其实卖家们不要过于防备客户的负面review(只要不是恶意中伤),但是在面对每一条负面review要认真处理客户的问题,这样既可以提高客户的好感,表示出卖家处理问题的诚意。问题处理好了之后,也有助于你商品的推广,和品牌的口碑!问题处理的越多,就表示卖家处理问题的积极性,不管是任何问题!

第五:新的规则,新的征程!
在新的规则之下许多人开始提供免费的商品和参与折扣活动来换取更多的review来提升listing的排名。其实亚马逊的并没有改变它的宗旨,包括“已折扣和免费商品来换取review”的条款。只是更加突出或者明显了而已!
但是亚马逊的新规之中,如果卖家提供多个免费产品给同一人,亚马逊会认为卖家是在嘈杂review和排名,甚至怀疑卖家在刷单!所以每一次亚马逊的新规出现,就是卖家们一次新的历程,新的课题的开始,我们要研究在新的规则之下我们需要注意的细节,需要关注的点是哪些!

 

Part1

Spotting a Fake Review

  1. Image titled Spot a Fake Review on Amazon Step 1
    1

    Consider the length and tone of the review:

    • If the review is very short, it may be a fake. If the writer just wants to affect the overall score, their main intent may be to vote via the “star” rating, and to boost or lower it. But because one must write a review as well, the review itself may be very short — 4 or 5 lines at most.
    • If the review is vague and doesn’t have details about the product itself, it may not be genuine. It uses generalities that could apply to many different books or products.
  2. Image titled Spot a Fake Review on Amazon Step 2
    2

    Check if the review uses emotional language. An objective review will usually summarize and critique the content or features of the product. A review with an agenda sidesteps this process.

    • If the review was written for a friend, the book or item may be merely described as wonderful, great for everybody, amazing, etc., and the reviewer may say that they’re planning to purchase one for everyone they know for the holidays.
    • If the review is by an enemy or rival, on the other hand, the item may be called pathetic, ridiculous, or a waste of time. The reviewer may recommend an alternate product or author that “has more credibility” or that you will like better.
  3. Image titled Spot a Fake Review on Amazon Step 3
    3

    See whether the reviewer has written other reviews. If the person doesn’t regularly write reviews, it may not be genuine. Under “see all my reviews” next to the reviewer’s name, you discover that this reviewer hasn’t written any other reviews — or they’ve written only a few other short, gushing, vague reviews (for friends), or hit piece reviews (against rivals).
  4. Image titled Spot a Fake Review on Amazon Step 4
    4

    Beware if the person has submitted a lot of reviews in a short period. If a book reviewer is being paid to write reviews, they may have written a great number of short, 5-star reviews for self-published or print on demand titles. Check “See all my reviews” next to that person’s name to see what else they’re reviewing, and to look for a sameness to the reviews.
  5. Image titled Spot a Fake Review on Amazon Step 5
    5

    Be skeptical if the review admits bias. The reviewer notes that they haven’t read the book or tried the product — so why are reviewing it? The reviewer means to either raise or lower the star-ratings without submitting a substantive review. Sometimes a low-star review will talk about a list of ingredients, or a book theme they find distasteful, without any indication that they have ever tried that specific product or read that book.
  6. Image titled Spot a Fake Review on Amazon Step 6
    6

    Determine if the item was a “Verified Purchase.” When evaluating a review, you may also want to know if the person bought the item directly from Amazon; if they did, there will be an orange “verified purchase” notation under the reviewer’s name and date. This will indicate that the reviewer has actually received the product.
  7. Image titled Spot a Fake Review on Amazon Step 7
    7

    Consider whether the reviewer was given the product for free, in exchange for writing a review. The review must disclose if the reviewer was sent that item for free in exchange for a review, and you may not feel they can write an unbiased review in that case. But people will often write reviews for items received elsewhere — for instance, a book may have been a gift, a library copy, or have been purchased elsewhere. Amazon allows people to review items obtained elsewhere, and to post reviews of free products; if honest, reviews in these categories are not considered “fake” reviews.
  8. Image titled Spot a Fake Review on Amazon Step 8
    8

    Look at the “Customers Also Bought” section. Usually, this section contains products similar or complimentary to the product you’re looking at. But if this section is loaded with products that have nothing to do with the product, something might be going on. For example, let’s say you’re looking at resistance exercise bands. You see the “Customers Also Bought” section contains items unrelated to exercise bands — grill gloves, green tea supplements and ice cube trays. This could mean that all these product are being given away at a significant discount or for free in exchange for a review, which could bias the reviewers.

Part2

Considering and Reacting to the Reviews

  1. Image titled Spot a Fake Review on Amazon Step 9
    1

    Disregard the highest and lowest ratings. See what people in the middle say for a more accurate assessment of the book or product.

    • One-star reviews should always be suspect, especially if it’s a review for a book by a controversial author.
  2. Image titled Spot a Fake Review on Amazon Step 10
    2

    Read many reviews and apply critical thinking. Does the review sound like something a doting mother would say? Does it sound like something one’s high-school enemy would say?

    • When reading a review, don’t judge it based on whether you share the writer’s opinions of the product or book; consider instead if the review is thoughtful, fair, and well-written. Even people who disagree with you may have valid points that warrant a “helpful” click.
  3. Image titled Spot a Fake Review on Amazon Step 11
    3

    Leave feedback to help others who are reading reviews. If you decide that a review is helpful and objective, on the line at the end that reads “Was this review helpful to you?” click “Yes.” This will help raise the review’s credibility. If you decide that the review isn’t objective or may have a hidden agenda, click “No” to lower that review’s status.

Community Q&A

  • What if other people aren’t faking and they write genuinely write in the styles suggested?
    wikiHow Contributor
    In some cases, you will be able to tell from the reviewer’s manner as to authenticity and honesty. Shortness won’t always make it fake, sometimes little needs to be said to make things clear. Decide within the context of what you’re reading, how you personally react to what is being said, and what other forms of feedback are suggesting as well. Do some broader research to gain more information before reaching you’re decision if you’re unsure.
  • Are there websites that analyze an Amazon-listed product for review authenticity?
    Jmwala
    Yes. There are two sites, Reviewmeta.com and Fakespot.com, that analyze reviews for any product listed on Amazon and give a rating for the user review authenticity.
  • How can I see how many products I have reviewed on Amazon?
    wikiHow Contributor
    At the top of the page, go to “Your Account”. Under “Community”, select “Product Reviews Written By You”. On the left it will state your ranking, number of helpful votes, and number of reviews.
  • Can Amazon separate paid reviews from legitimate reviews?
    wikiHow Contributor
    People that pay for reviews are not affiliated with Amazon so the company cannot distinguish between paid and legitimate reviews.
  • Is the reviewer’s identity anonymous?
    wikiHow Contributor
    It depends on how the reviewer sets it. Some people choose to have their full name visible while others choose to use a screen name.
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