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Looking back at the unpredictable cross-border situation in recent times, a seller joked: The big sellers collapsed halfway before they reached the peak. Now the official ones are dominant and the small sellers are exhausted. This is truly a critical summer for survival.
Since last month, there has been a continuous stream of news about the industry's top sellers being blocked, and the battle to block accounts is gradually spreading to small and medium-sized sellers. Gift cards have become a "death shackle" that sellers cannot get rid of, and any store involved will be "executed." Amazon self-operated products clearly marked gift cards Previously, a number of top sellers unfortunately fell, and many industry insiders speculated that the reason might be related to the practice of attaching gift cards in product packaging to buyers to pay for reviews. In response, Amazon solemnly stated that it would severely punish false reviews, and the seizure of gift cards has become a key part of its cleanup plan.
Under this high-profile rectification, not only have the big front-end sales been cut in half, but more and more small and medium-sized sellers have been involved in it recently . In the mildest cases, they will receive email warnings from Amazon and their links will be removed; in the worst case, they will be judged as having sold products twice and their stores will be closed. ▲ The picture comes from Zhiwubuyan Nowadays, the battle for Amazon to strictly check positive review cards is getting more and more intense. Sellers who have already put out the small cards are complaining and are urgently looking for violation inquiry services. The sellers who were originally on the sidelines can only give up the idea completely and stay away from the red line of review requests. However, just when all the big and small sellers were on high alert, a seller recently exposed Amazon’s double standards. ▲ The picture comes from Zhiwubuyan It is reported that the sales interface of Amazon's own products openly bundles a link to a free gift card worth $20. The product in question is a Sony Bluetooth headset operated by Amazon. ▲ The picture comes from Zhiwubuyan Although it is not yet clear whether the gift card contains content that guides buyers to leave reviews, the fact that the gift card is so blatantly marked in the title has made the sellers who have been devastated by the small card very angry: this is a case of the governor being allowed to set fires but the people being prohibited from lighting lamps. Some sellers bluntly said that there would be no problem if they did not deliberately guide customers to give positive reviews. Recently, self-operated businesses have been increasingly trying to grab traffic. Even if Amazon has issued a clear ban, there will always be some operations that will "make trouble" for the sake of performance, and it is impossible for Amazon to really shut down its stores. ▲ The picture comes from Zhiwubuyan Double standards or something else? How are gift card rules defined? Sellers have different opinions on Amazon's behavior of bundling gift cards with its own products. Some believe that Amazon is strict with others but lenient with itself, allowing its operations to openly use gift cards to improve performance. Others question how Amazon's gift card rules are specifically constrained: Why can its own products "go against the wind" when small cards are being strictly investigated?
Through the buyer-seller communication guide disclosed on Amazon's official website, it can be learned that if the seller's sales behavior violates the following policies, Amazon will punish the seller for violation. Specific prohibited content includes: - Marketing or promotional communications, including coupons.
- Messages that incentivize or persuade customers to submit positive product reviews or seller feedback, including offers of compensation, monetary incentives, gift cards, free or discounted items, refunds, rebates or compensation, or future offers.
- Messages requesting that an existing product review be removed or changed.
- Messages asking buyers to review a product only if they had a positive experience with the product.
- Repeated requests (for each order) for product reviews or seller feedback.
By reviewing the above rules, it can be concluded that Amazon strictly prohibits sellers from using paid means and private communication to guide customers to give positive product feedback. Specifically, any suspected marketing or promotional messages, that is, issuing coupons, will be treated as violations regardless of whether or not reviews are solicited. Providing monetary compensation, gift cards, discounts and other incentives while persuading buyers to submit positive reviews will also be considered a violation of the rules. In other words, the core of the rules is to prohibit paid solicitation of reviews . In fact, Amazon's drastic rectification action this time is mainly aimed at false evaluation behavior, and the gift cards were seized because of the content that hinted and guided buyers to leave reviews. Therefore, if Amazon's own products are bundled with only general gift cards but no reviews are requested, in principle, there is no violation of policy. Of course, even so, ordinary small and medium-sized sellers dare not use gift cards so blatantly, for fear of being indiscriminately judged as violating by Amazon. What do you think about Amazon's behavior of blatantly bundling gift cards with its own products? Feel free to leave a comment in the comment section~
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