10月3号，在欢度国庆假期的中国大陆彼岸，亚马逊美国宣布更改其评论规则，禁止顾客对免费赠送或折扣价购买的商品刷好评。
以下是具体规则：
Update on Customer Reviews
October 3, 2016
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.
客户评论是我们为客户提供明智的购买决策最有价值的工具之一，为此我们一直在努力，确保客户评论的真实和实用性。在刚刚过去的一年中，我们引入新的机器算法来提高客户评论的审查评级，对于更新、更有用的评论增加了权重；以亚马逊购买确认标志（VP）作为更好的评论标准，暂停、禁止和起诉了数千试图操纵评论的案列。
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.
我们的平台政策历来禁止有偿的评论，除了对于那些标注使用免费或者折扣券购买的产品产生的评论。这些所谓的“激励评价”只占亚马逊的评论数以千万计的一小部分，当客户按规定使用“激励评价”，可以借此推广新的或不太知名的产品。
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.
今天，我们推出平台新政，禁止一切激励评价，只用通过Amazon Vine program发布评论。 几年前，我们推出的Amazon Vine program深受客户和商家的欢迎，提供了良好的评价和反馈服务。以下是Amazon Vine program的规则：亚马逊平台而非商家或者供应商确定并邀请可信的评论者体验新品和预发布的产品发表评论，我们不鼓励积极的星级评定，发布试图影响产品的内容甚至需要检讨重写；我们会限制每个产品的评论数量。Amazon Vine program在地域上有很好的把控，并已被证明是获得早期审查的新产品在没有足够销售数量之前获取有效评论的重要方式。我们也将在以往的基础上继续完善Amazon Vine program。
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.
以上新政不适用于图书产品类别。图书类别我们将沿用之前的政策并力求做的更好！
综上可以看出：
新修订的规则包括「禁止通过广告、促销等直接或间接行为要求用户给出好评的行为」以及「禁止通过修改评论获得折扣或免单的行为」。受到折扣或免单的顾客不太可能给出负面的评价，这将对商品的整体评分造成影响。亚马逊还将对此前已经刷了的好评进行清理。
亚马逊于 2007 年推出 Vine program，零售商向亚马逊支付一定费用后，亚马逊会将商品发放给他们选出的评审人员并对商品给出评价，通过零售商与评审人员不直接接触的方式来保证评价的客观性。他们将进一步鼓励和支持通过 Vine 程序发出的商品评价。
国内电商各类折扣网站、以及商家明目张胆的「好评返现」活动如火如荼，让顾客对商品评论的信任程度不断降低。而亚马逊的此举对于你情我愿的刷好评行为，到底有多大的限制，让我们且行且看。
（编辑：亿恩 娄源超）
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