第151期：如何避免亚马逊店铺被封禁——来自风险评估专家的建议

这位亚马逊风险评估专家曾站在比赛的双方，曾为亚马逊从事政策执行工作，现在则帮助卖家遵守亚马逊的规则和法规。

This Amazon risk assessment expert has been on both sides of the contest, having worked for Amazon in policy enforcement and now helping sellers stay on the right side of Amazon rules and regulations.

这不是很酷吗？

How cool is that?

我觉得挺酷的。

Pretty cool, I think.

大家好，欢迎收听由Helium 10出品的《严肃卖家播客》的又一期节目。

Hello, everybody, and welcome to another episode of the serious sellers podcast by Helium ten.

我是你们的主持人布拉德利·萨顿，这档节目全程真实、无脚本、无排练，专注于为电商领域任何层级的严肃卖家分享切实可行的策略。

I am your host, Bradley Sutton, and this is the show that's a completely BS free, unscripted, and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e commerce world.

有一件非常重要的事，每个卖家都必须了解，那就是其他卖家正在踩的雷区，那些可能让你也陷入麻烦的行为，以及你需要避免的事项。

And something that is very serious that every seller should definitely know about is the kind of things that are getting other sellers in trouble, the kind of things that could get you in trouble, the kind of things you need to avoid.

因此，我们请回了克里斯·麦凯，距离他上一次做客已经一年多，这次我们来聊聊这个话题。

So we brought in none other than Chris McCabe back with us after a little over a year to talk about that.

好了，克里斯，我最近在自己的播客里开始了一个新做法，我想一开场就来个重磅的。

Now now, Chris, right off the bat, something newer I'm doing on my podcast is I wanna, like, start off with a bang.

所以一开始，无论你花一分钟、两分钟，都不要把这和我们最后做的那三十秒内容混淆。

So right off the bat, if it takes you one minute, takes you two minutes, whatever, this is not to be confused at our thirty second thing that we do at the end.

但今天你给卖家们的首要策略、警告或建议是什么？

But what is the number one piece of strategy or warning or whatever that you have for our sellers today?

现在申请账户封禁申诉比以往任何时候都更加噩梦般困难。

Appealing an account suspension is more nightmarish now than at any other time that I've seen.

一定要尽一切可能避免被封禁。

Make sure you do everything you possibly can to avoid being suspended.

如果你被封禁了，还是可以解决的。

It's fixable if you're suspended.

在很多情况下，细节很重要，但简而言之，亚马逊正在让任何被封禁且未能完全按照他们要求、以他们期望的方式提交材料的人生活变得极其艰难，甚至精确到材料提交的渠道。

In a lot of cases, the details matter, but long story short, Amazon's making life very difficult for anyone who does get suspended, who doesn't give them exactly what they're looking for, exactly the way they want it submitted, even down to the point of where they want it submitted.

所以不仅要注重细节，更要关注整体策略，或者说关注材料提交的渠道以及提交给哪些人。

So attention to detail, but even beyond that, attention to holistic strategy, let's call it, or attention to where things are submitted to what people you're submitting them.

不要以为随便写点东西发给亚马逊客服，或者甚至打电话给账户健康服务人员，就能万事大吉。

Do not expect to dash something off, put it in front of an Amazon rep, or even get on the phone with an account health services rep and expect to be home free at that point.

在开始之前，先制定一个周密的策略。

Have a strategy that's well thought out before you can begin.

有意思，很有意思。

Interesting, interesting.

你知道吗，我们来深入探讨一下这一点。

You know what, let's dig into that a little bit.

我这个周末遇到一件事。

I actually have something that came up for me this weekend.

我以前经营过一个批发账户，主要用于现金流，当我开始在Helium Ten工作后，我就把它交给了家人打理。

I used to run a wholesale account that I would have for cash flow purposes and when I started working at Helium ten, I kind of just turned it over to my family to run.

这个账户上有一个批发产品这个周末被暂停了。

And there was a wholesale product on there that got suspended this weekend.

那是一种保健品。

So what it was was it was like some kind of supplement.

我想，不知什么原因，客户在胡说八道，他们投诉说产品没有封条。

And I guess for the whatever reason, I think that the customer is, is BS ing, but they had made a complaint that it didn't have the seal on it.

所以亚马逊只暂停了那个ASIN，并要求提交一份行动计划。

So Amazon suspended that just that ASIN, you know, and, and said to, to make a plan of action.

刚好我随手做了一个他们给我看的版本。

Now I just happened to just do a quick one that they showed it to me.

我想，好吧，我随便弄一个吧。

I like, all right, let me just throw something together.

我惊讶地发现，这个新的申诉表单有了新的分类，我可以直接填写问题的原因。

I was like, woah, I haven't seen this new appeal form where it actually had like little categories where I could put, you know, what caused the problem.

对。

Right.

就像一份调查问卷。

It's like a survey.

是的，就像个问卷一样。

Yeah, it's like a survey thing.

所以我直接开门见山了。

So I just was pretty straight to the point.

我当时就想，好吧，我早就明白，即使你没犯错，也还是得承认一下，因为亚马逊就想听这个。

I was like, okay, hey, I learned long ago that even if you didn't make a mistake, you still just kind of admit it because Amazon, that's what they want to hear.

所以我说，我觉得可能是顾客对这个产生了误解，但也可能是有一件产品没有密封。

So I said, hey, I really think that the customer might have gotten confused on this, but it could be that there was a a unit that didn't have a seal.

并不是所有产品都有密封。

Not all units have seals.

所以我能理解这可能会让顾客感到困惑。

So I could see how this could cause some customer confusion.

因此，我们现在的标准操作流程将进行调整，确保我们发出的每一件产品都经过验证，确认有完整的密封，这样就不会有顾客再为此投诉了。

So our SOPs now here are gonna be changed so that every single one that we ship out, we only ship out the ones that have can be verified that it has a full seal so that no customer will complain about this.

至于我如何解决这个问题，我在调查问卷里提到，对于投诉的顾客，我们提供了替换产品。

And what I did to fix this one problem, you know, I'm just saying what I said on the survey was that a customer who complained about this, we provided a replacement model.

我当时想，好吧，我回答了他们的问题，但他们还是拒绝了。

I was like, okay, I answered their questions and they denied it.

现在，这也不是什么大问题，所以我甚至没花时间去重做，但我在那里做错了什么？我本该怎么做才对？

Now, it's not a big deal, so I haven't really even taken the time to redo it, but what did I do wrong in there and what should I have done?

因为他们现在要求提供更多的信息，比如

Because now they're asking for a bunch more information like

各种各样的东西。

kinds of stuff.

发票之类的文件。

Invoices and things like that.

天啊。

I'm like, my God.

这只是一个简单的SKU而已。

This is just a simple SKU here.

但从一开始我该怎么做？现在我又该怎么做？

But what should I have done from the first and what could I do right now?

是的，这些安全调查有点不一样。

Yeah, those safety surveys are a little bit different.

过去几年，他们一直下架人们的商品列表，暂停账户，并强制所有人提交完整的整改计划。

The last couple of years, they were taking people's listings down, suspending them and forcing everyone to submit a full plan of action on those.

但后来他们发现这类投诉太多，为了谨慎起见，不得不创建了一个不同且相对独特的流程。

But then they got to the point where there were so many, they were erring on the side of caution with so many safety complaints that they had to create a different, somewhat unique process.

而你填过的那个调查表，就是从这里来的。

And that's where that survey fill out thing came from that you did.

很多卖家都会填写这些表格，然后他们的商品列表就能恢复，但并不是每次都能成功，就像你看到的那样。

And a lot of sellers fill those out and they can get the listing back up, not every time, as you saw.

你的行动计划，我的建议是你可以发给我，放在我面前，我来帮你看看。

Your plan of action, I mean, I guess one recommendation is you can send it to me and put it in front of me and I'll take a look at it.

如果他们要求一份完整的行动计划，那里面就必须包含某些特定内容。

If they want a full blown POA, then it has to have certain things in it.

你不需要承认那些不真实的事情，但确实有可能你寄出过一个密封破损的商品。

You don't have to admit to things that aren't true, but it is true that you could have sent an item that had a broken seal.

对吧？

Right?

我的意思是，即使只是运输途中造成的损坏，或者偶尔一次的情况。

I mean, even if it's just damage in transit or one off.

对吧？

Right?

一个例外，一个边缘情况，一个没有密封的产品。

An outlier, an edge case, a one off product that didn't have the seal.

我的意思是，这种情况是有可能的。

I mean, it is possible.

所以这并不是要承认你做了从未发生过的事。

So it's not about admitting that you're guilty to something that never happened.

而是要考虑可能发生的情况，听起来你确实部分提到了这一点，比如买家可能误解了密封是否应该存在。

It's about considering the possibilities of what might have happened, and it sounds like you did somewhat address that by saying the buyer might have misunderstood, you know, whether or not the seal belonged there.

我的意思是，买家会抱怨说商品没有密封，但这件商品本来就不该有密封。

I mean, buyers complain, hey, the item wasn't sealed, and it's an item that's not supposed to be sealed.

对吧？

Right?

确实有这种情况。

There's that type of thing Yeah.

没错。

Exactly.

但他们需要你提供一个恢复商品上架的行动计划。

But they a plan of action from you to get the listing reinstated.

即使你并不打算再卖这件商品，我也要对任何人说：你希望保持账户健康、干净，那就应该提出申诉。你可以以后再决定是否真的要重新上架这件商品，但先恢复上架以确保账户健康不受影响。

And even if you don't plan to sell that item again, and I would say this to anybody, you want to keep clean and keep your account health up to snuff, then I appeal mean, you can always decide later if you don't want to sell the item, but get the listing reinstated just to keep your account health clear.

好的。

Okay.

有道理。

Makes sense.

明白了。

Alright.

快说一下，我一开始没提到这个。

Real quick, I didn't mention this at the beginning.

我只是假设大家都听过你之前的那期节目，那时我们详细聊了你的背景故事。

I'm just assuming that everybody heard your original episode where we went into your backstory.

但对于所有新听众来说，我们为什么要听Christmas Cave的节目呢？

But for all the new listeners that we have, why should we be listening to Christmas Cave?

你有什么独特的背景，是很多人无法夸耀的？

What's your unique background that actually not a lot of people can boast of?

是的，我是唯一一位既在亚马逊内部团队工作过，又站在卖家角度的人，我曾参与过亚马逊所谓的‘Teleperformance’团队，负责绩效评估、政策执行，当然还包括账户封禁和解封。

Yeah, I'm the only former Amazonian who's been on both sides of the equation in terms of having worked on those teams in teleperformance, as they're commonly known, at Amazon, performance evaluation, policy enforcement, obviously account suspensions and account reinstatements.

在亚马逊工作期间，我会审阅POA，判断其是否可接受，决定是否恢复账户或退回申请。正如我一开始提到的，你需要这种内部团队的知识来理解策略，以及在遇到阻碍时如何升级处理——如今，由于流程和绩效队列的积压，你往往需要比不需要时更频繁地升级问题。

So while I was at Amazon, I would read POAs, decide if it was acceptable or not, reinstate accounts or push them back, and you need that kind of internal team knowledge to understand strategy, as I mentioned at the beginning, and also how to escalate things if they get stuck, which these days they get, I would say you'd have to escalate more often than you don't because of the way things get stuck in the pipeline and the performance queues.

我们已经做了五年半到六年了。

And we've been doing this for five and a half, six years.

今年是我第六年，所以可以说，我现在做咨询的时间几乎和我在亚马逊工作的时间一样长。

This is my sixth year, I So guess, I've been consulting, at this point, I've been consulting almost as long as I was at Amazon.

哇。

Wow.

所以你实际上就是那些审阅POA的人之一？

So you would actually be one of the ones to read some of these POAs?

决定缺少了什么，决定退回什么。

Decide what was missing, decide what to send back.

我的意思是，现在这些都做得太快、太仓促了。

I mean, these days it's all done, slapped together so quickly.

我的意思是，我们当时也得担心自己的指标和每小时的调查数量，但远没有现在这么夸张，现在他们只是匆匆扫一眼，抓一条消息，发个自动回复给你。

I mean, we had to worry about our metrics and our investigation numbers per hour too, but nothing like today where they're really just skimming, taking a quick look at it, grabbing a message, an automated type message to send back to you.

看起来像是自动的，但实际上是由人类选择的。

It looks like it's automated, but it is chosen by a human.

只是感觉不像自动的，因为亚马逊正试图将与卖家的沟通标准化，以至于现在几乎没有任何独特性，也没有任何个性化内容。

It just doesn't feel that way because Amazon's trying to standardize their communication with sellers to the point that almost nothing's unique and almost nothing's customized at this point.

当然，这意味着他们的沟通对你的价值比原本应该或可以具有的要低。

Of course, that means their communication has less value to you than it could or should.

有意思。

Interesting.

现在，既然你是那些阅读这些内容的人之一，我问你个简单的问题。

Now, let me just ask you a quick question since you are one of the ones reading some of these things.

最近，我在博客上以及社交媒体上分享了一些内容，尤其是自从我担任海利曼十公司客户成功部门负责人以来，我有了更多洞察。

Now, something I've been teaching lately in blogs and just in general on social media, especially since I have more insight since I've been in charge of the customer success department here at Helium ten for a while.

因此，我能看到那些情绪失控的客户会冲着员工大喊大叫、甚至骂人，而另一些客户则非常有礼貌。

Then I can see when there are been out of shape customers who start yelling at the employee or cussing them out and stuff, as opposed to the ones who are super polite.

对我来说，我的一贯理念是——我知道当我们作为客户时，如果觉得对方不公平，我们很容易情绪爆发。

To me, my philosophy always has been, and I know it's so hard when we're on the customer side, where if we feel that somebody's being unfair to us, we lash out to them.

但就我个人而言，每次我给亚马逊客服发消息时，不管是不是涉及封店部门或其他问题，哪怕亚马逊做了极其荒谬的事，让我气得不行，我也会表现得特别客气。

Now, me personally, what I do whenever I message Amazon customer support, it doesn't have to be the suspension department or whatever, but even if it's an absolute asinine thing that Amazon has done and I'm super, super incensed, I'm just kind of like overly nice.

比如最近，我会说：‘感谢您在新冠疫情期间的辛勤工作，我真的很感激。’

Like lately I've been going, I appreciate your hard work that you're doing during COVID-nineteen and I really appreciate this.

对我来说，也许这只是我的主观想法，但我发现，当我表现得礼貌、友善时，事情反而更容易得到解决，而不是像我理所当然地那样，直接发火——毕竟，我可能确实有道理。

And just for me, it might be in my head, but for me, like, I seem to have better success with getting my things handled when I just come across as polite and super nice as opposed to me, like, just rightfully so, you know, because I'm maybe I'm right.

比如狠狠地斥责他们一顿。

Like ripping them a new one.

那你个人是怎么做的呢？

But what about you personally?

你在亚马逊工作时，有没有什么区别，还是对所有情况都一视同仁？

When you were in Amazon, was there any difference or did you treat everything the same?

比如，有人骂你：‘为什么你们无缘无故封了我的账号，你们这些蠢货亚马逊？’

Like regardless if somebody's cussing you out, why did you freaking suspend me, you idiot Amazon?

或者有人很礼貌地说：‘真的很抱歉遇到这种情况。’

Or somebody who's like, oh, I'm so sorry about this.

你觉得呢？

What do you think?

我觉得这取决于具体负责审核账户或申诉的调查人员。

I would say it depended on the individual investigator looking at the account or the appeal.

但就我个人而言，如果有人情绪激动，但他们的不满是有合理依据的，我通常不会因此否定他们的申诉，也不会因此对他们有偏见。

But in my particular case, I would say if somebody was upset, but they had a legitimate reason to be upset, then I wouldn't necessarily discount their appeal or or hold that against them.

我不确定这是否是每个人的第一反应。

I'm not sure if that's everyone's initial reaction.

但如果我觉得你有道理，或者你之所以这么生气是因为之前的调查员犯了错，我会表示理解，而不是说：‘你干嘛冲我发火？’

But if I think you had the right or it made sense that you were that upset because an investigator before me made a mistake, then I would empathize with that as opposed to saying, why are you tongue lashing me?

我今天也忙了一整天。

I've had a long day myself.

是的。

Yeah.

现在这些人没多少时间。

Now these days, they don't have much time.

他们的精力很有限。

They don't have a lot of bandwidth.

每个人在工作压力和处理申诉所需的时间上都捉襟见肘。

Everyone's kind of pressed in terms of the stress of the job and the amount of time they have on an appeal.

所以，如果你发泄情绪，就是在浪费空间和机会。

So it's a bad move on your side to waste space and waste the occasion by venting.

如果他们觉得你在发泄，就会直接丢弃。

If they think you're venting, they're going to throw it away.

他们不会坐下来思考你是否有道理，或者你的发泄是否合理。

Not going to sit there thinking about whether or not you have the right or if your venting is justified.

没时间做这种事。

There's no time for that.

没精力处理这个。

There's no bandwidth for it.

所以如果你觉得发泄一下能让你好受些，这算是一种疗愈方式，那就尽管发泄吧。

So if you feel better venting, and this is a therapeutic exercise, go ahead and vent.

但别指望会有积极的结果。

But don't expect there to be a positive result.

我的意思是，你从这种发泄中得到的，不过是通过邮件或电话发泄了一下情绪。

I mean, what you're getting out of that is you got to vent in an email or in a phone call.

如果你正在和账户健康服务团队通话，你很可能在那里发泄，因为这是一个极其低效、充满无能且难以沟通的团队的例子。

If you're on a call with Account Health Services, you're probably going to vent there because that's an example of a team that's extremely inefficient, lots of incompetence, and extremely difficult to communicate with.

而在书面沟通中，卖家绩效团队无疑是最佳的发泄对象。

And in writing, of course, seller performance would be the best example of a team that you're writing to.

但别指望这样做能获得你想要的结果。

But don't expect to get the desired result from doing that.

好的。

Okay.

明白了。

All right.

知道了。

Good to know.

我们来谈一些事情。

Let's talk about some things.

首先，从第一季度到现在进入第二季度，每个人最关心的问题之一，就是由于新冠疫情而发生的变化。

Mean, first quarter and now into Q2, one of the top things that's on everybody's minds is the different things that have changed because of COVID-nineteen or coronavirus.

所以，我们简单聊聊这个禁令。

And so let's talk just briefly about the kind of ban.

是亚马逊现在不希望任何人销售新的洗手液或新的N95口罩吗？

Is it that Amazon now doesn't want anybody selling new hand sanitizers or new N95 masks?

他们是否会暂停那些试图销售这些产品的ASIN？

Are they suspending ASINs who try and do that?

那现在情况怎么样？

What's going on with that?

他们在封禁那些试图找漏洞的人。

They're suspending people who try to create workarounds.

是的，有些人试图把这些商品藏在其他类别里，他们不喜欢这种规避手段。

Yeah, there are people who try to tuck those types of items into other categories, and they don't like the evasion style techniques.

所以别自己找漏洞了。

So don't create your own workaround.

亚马逊有一个专门申请向医院和医疗中心销售的项目。

Amazon's got a program for applying to sell to hospitals and health care centers and so forth.

我的意思是，如果你有这类产品，至少还有申请的途径。

I mean, are If you have those kinds of products, there is a means of at least applying.

现在，很多卖家告诉我，他们根本没收到回复。

Now, lot of sellers have told me that they never heard back.

我猜他们正在排队等待处理。

I'm sure they're waiting in a queue.

我的意思是，说到与新冠相关的商品，我见过的大多数账户封禁案例都与公平定价政策有关，卖家首先不了解什么是公平定价政策，也不了解在自己所在州或其他州法律下什么是价格欺诈。

I mean, when it comes to COVID related items, most of the suspension, like account suspension cases I've seen, are related to the fair pricing policy and sellers not, first of all, understanding what the fair pricing policy is, but also not understanding what price gouging is in terms of the law, whether it's in their home state or in other states.

因此，只要你在销售必需品或新冠相关商品时，就必须考虑定价政策。

So the pricing policy is something you need to think about anytime you're selling essential items or COVID related items.

这应该是你的首要关注点。

That should be your first concern.

至于商品是否可供销售，是选择在亚马逊、沃尔玛还是其他平台销售，你都必须考虑到目前FBA体系有多么混乱。

Availability, whether or not they want you to sell it on Amazon versus Walmart or some other site, you have to think in terms of how discombobulated FBA is right now.

你可能把货发过去了，但不会立即处理，也不会立即上架销售。

You might ship something in, it might not be processed right away, it might not be available for sale right away.

配送中心现在充满了混乱和不确定性。

There's a lot of confusion and chaos in the fulfillment centers.

所以，这是次要的考虑因素。

So that's a secondary consideration.

但首先，你要关注的是你的账户健康状况。

But first, you're considering your account health.

如果你销售这类高风险商品，而过去从未销售过类似产品，只卖过电子产品、二手书、教科书之类的，突然开始销售大量口罩或类似产品，无论你是否认为它们属于灰色地带，都可能面临政策执行人员更严格的审查。

And if you sell risky items like that and you haven't sold anything like it in the past, you've only sold electronics or used books or textbooks or whatever, and all of a sudden you're selling a bunch of face masks or those types of products, whether you think they're borderline or not, you can expect more scrutiny from the policy enforcement guys.

那么这会导致你的ASIN被暂停，还是整个账户被暂停？

Now would that just get your ASIN suspended or possibly your whole account suspended?

我们确实见过各种情况。

Well, we've seen all outcomes really.

有些人资金被长期冻结，很难拿回这些ASIN销售所得的钱。

We've seen some people who just have their funds held for a really long time and they struggle to get their money from the sales of those ASINs.

有些人销售额突然激增，但全部来自与新冠相关的商品，而他们以前从未有过如此高的销量。

Some people have suddenly huge spikes in sales, but it's all from COVID related items and they never had spikes like that.

于是亚马逊突然发消息给他们，说：你们需要更多的买家反馈来支持你们的订单量。

So all of a sudden they get messages from Amazon saying, well, you need way more feedback for for your sales of these items to support the amount of orders you've had.

否则，我们无法发放资金，或者必须暂时关闭你的账户进行审核。

Otherwise, we can't disperse funds or we have to shut your account while we review it temporarily.

有些人只是这些特定的ASIN被暂停，直到你能提供合法的供应链文件和可验证的供应商来源证明。

Some people just have those particular ASINs that are suspended until you can show that you've got legitimate supply chain documentation and legitimate sourcing of the items from a supplier they can verify.

所以我们已经见过各种各样的情况了。

So we've seen pretty much every version of that.

有些人直接被封禁，直到他们能证明自己所列出并试图销售的COVID相关产品是合法的。

Some people are just suspended outright until they can demonstrate that they've got the products that they're listing and trying to sell that are COVID.

好的。

Okay.

你刚才在谈到这个或回答这个问题时，提到了公平定价政策。

You mentioned a little bit ago when you were talking about this or answering this about the fair pricing policy.

你能再稍微解释一下吗？

Can you go over that just a little bit?

我敢肯定，我们的很多听众并不了解这个政策是什么，以及它是如何执行的。

I'm sure there's a lot of our listeners who don't know what that is or how it's enforced.

是的，如果你对公平定价政策是什么、如何应用有任何疑虑，一定要谨慎定价任何必需品或与COVID相关的产品。

Yeah, be very careful how you price any essential items across the board or COVID related items if you are even remotely unsure what the fair pricing policy is, how to apply it.

即使你过去销售过这类产品，无论是食品杂货、口罩、洗手液、手套等等，也不要仅仅因为看到网站上有人在卖这些东西，就认为你可以完全照搬他们的做法，而不会因此遭到某种后果。

Even if you've sold these types of items in the past, whether it's grocery or, like I said, face masks or hand sanitizer, gloves, whatever, don't just assume that because you see people live on the site selling certain things that you can do exactly what they're doing exactly the way they're doing it, and it won't come back to haunt you in a particular way.

我的意思是，这不仅仅是你的运费问题。

I mean, it's not just about your shipping costs.

这也不仅仅是商品成本的问题。

It's not just about the cost of the item.

你销售的某些产品是否会考虑建议零售价（MSRP）？

Does MSRP come into play for some of the products that you're selling?

是的，当然。

Yeah, of course.

我的意思是，你需要看看这类产品或具体商品在沃尔玛、eBay或其他在线平台上的售价，比如某个ASIN在亚马逊之外的售价是多少。

I mean, you want to see what those types of items are selling for or that exact item, and one ASIN, as an example, is selling for on Walmart or eBay or online elsewhere off Amazon.

我的意思是，这些因素都会被考虑进去，但你也得留意你加价的幅度和加价百分比。

I mean, these things all get factored in, but consider the amount of markup you're doing too, the percentage of markup.

我仍然看到有人因为加价80%、100%，甚至 ridiculously inflated 的比例而被暂停销售，我的意思是，在我见过的那些实施价格欺诈法的州，通常把加价上限定在10%左右。

I'm still seeing people suspended who are marking things up 80%, 100%, ridiculously inflated percentages where, I mean, most of the states where I've seen the price gouging laws, they seem to draw the line at having a 10% markup.

我的意思是，这大概就是他们所采用的标准。

I mean, that seems to be ballpark what they're using.

有时是15%，但你得去研究这些事情。

Sometimes it's 15%, but you have to research this stuff.

我的意思是，至少先从你公司所在地和卖家中心账户地址所在的州开始，了解当地的定价欺诈法律。

I mean, at least start with your home state where your business is based and where your Seller Central account address is, whichever state that is, learn what the price gouging laws are.

你最不希望看到的是，你公司所在州的总检察长给亚马逊发信，说：‘我们州有哪些人存在定价欺诈？’

The last thing you need is for the attorney general of the state that your business is based in sending a letter to Amazon saying, Okay, who are the price gougers in our state?

我们要给所有这些人发信。

We wanna send letters to all of them.

因为正如我们之前看到的类似案例，亚马逊会直接把信息交出去。

Because as we've seen with comparable past instances, Amazon will just hand the information over.

我的意思是，如果他们认为你在定价欺诈，或者州政府要求提供这些信息，他们就会直接交出来。

I mean, if they think you're price gouging or if the state is asking for this, they're just going to hand it over.

所以在你采取行动之前，先弄清楚你的价格处于什么水平。

So before you make a move, understand where your prices fall in.

我的意思是，不能说这个商品，是的，13.99美元，你就安全了，而那个商品，16.99美元。

I mean, can't say this item, yeah, dollars 13.99, you're safe, and this item, 16.99.

事情不是这样的。

It doesn't work that way.

你必须持续监控价格水平。

You have to be constantly monitoring price levels.

好的。

Okay.

知道了。

Good to know.

显然，这可能是导致人们被封号的原因之一，但与其他原因相比，这个原因排在第几位呢？

Now, obviously this might be a reason that people are getting suspended, but where does this rank among other reasons?

总的来说，在2020年，根据你的经验，导致封号的前三主要原因是什么？

Just in general, what's the top three things, like let's say here in 2020, that you have seen as reason of suspension in your experience?

是的，这肯定在前三名之列。

Yeah, so this would definitely be in that list of top three.

而且这种情况不会消失。

And it's not going anywhere.

通常这属于季节性现象，比如飓风。

Usually it's a seasonal thing like the hurricanes.

在八月和九月，那些高价售卖瓶装水的人会被封号。

People who are selling bottled water way too high would get suspended in August, September.

这正变得司空见惯，成为我们预期的半永久性常规价格调整。

This is becoming a normal thing, like a regular commonplace price policy adjustment that we expect to be semi permanent.

所以这并不是那种一个月内就会来去无踪的事情。

So this isn't something that's just gonna come and go in a month.

第二点是，我们看到很多人因为产品附赠卡片的内容被封号。

The second is we've seen a lot of people getting busted for the nature of their product inserts.

多年来，人们以为只要附赠卡上不写‘给我五星好评’，就可以随意添加任何内容。

For years, people thought that they could put whatever they wanted into an insert as long as it didn't say, Leave me a five star review.

他们以为只要不直接要求五星好评，就能巧妙地获取评价，但很多导致封号的附赠卡其实并不那么激进，只是单纯要求评价。

They thought they were being crafty with how they were getting reviews by not asking for a five star, but a lot of the inserts we've seen that got people suspended weren't really that aggressive, but they did ask for a review.

而亚马逊并不喜欢他们以这种促销营销方式使用附赠卡。

And they were still doing it in a way and using an insert in a promotional marketing way that Amazon didn't like.

所以我们现在看到很多人因为产品附带卡片被封禁，而上次你我聊天时，这种情况还不太常见，聊天机器人也是同样情况。

So we see a lot of people suspended for inserts now that were not getting suspended as often the last time that you and I spoke, and chatbots too.

我们看到很多ManyChat和销售漏斗，以及Facebook Messenger风格的来回消息。

The ManyChat, the sales funnels that we've seen, a lot of the messaging on the Facebook Messenger style back and forth.

如果你给我这样的回复，我会回你：嘿，我们可以给你退款。

If you give me an answer like this, I respond back, Hey, we'll refund you.

嘿，我们会提供更好的客户服务。

Hey, we'll give you some better customer service.

哦，你对一切都满意吗？

Oh, you're happy with everything?

这是个链接，请给我留个评价。

Here's a link to leave a review for me.

人们仍然在使用这些自动回复流程。

People are still using those sequences.

我不确定为什么。

I'm not sure why.

我想他们之前很长一段时间并没有对这些行为严格打击，但无论是插入内容还是聊天机器人，亚马逊现在对这类行为的重视程度比去年这个时候高了十倍。

I guess they were not really cracking down on those for a long time, But whether it's the inserts or the chatbots, Amazon's definitely 10 times more interested in that than they were in suspending people for that than they were this time last year.

关于Cinch，如果你愿意，我可以详细说说。

And with Cinch, I can kinda go into a bit more detail on that if you want.

是的，我们一个一个来。

Yeah, let's take this one at a time.

对，我还有一个例子可以讲，哦，

Yeah, I have a third I can throw at Oh,

第三个例子，好吧。

third one, all right.

如果你愿意，我简单说一下。

Real quick, if you want.

是的，Listing合规问题、ASIN变体滥用、通过合并ASIN来从其他无关商品或Listing中获取评价。

Yeah, listing compliance, ASIN variations abuse, ASIN merges to try to harvest reviews from other unrelated listings or products.

实际上，任何类型的Listing合规问题，比如详情页操纵、重复Listing，都是我看到的第三大常见封号原因。

Actually, any kind of listing compliance, whether it's detail page manipulation, duplicate listings, that would be my third most common suspension type.

2020年，他们似乎在一月份就大力出击，打算封禁任何有意或无意违反Listing规则的卖家，比如因为不了解规则而滥用ASIN变体。

For 2020, they seem to have really come out of the gate in January thinking we're gonna suspend anybody that doesn't that's either looking to intentionally manipulate listing rules or even unintentionally abusing policies like ASIN variations simply because they don't know any better.

这些是我今年最常遇到的三种封禁原因。

Those would be my top three for this year.

好的。

Okay.

现在我们一个一个来讨论。

Now let's let's go one by one.

我们先从第一个——插入物说起。

Let's start with the, first one on the inserts.

所以，是的。

So Yeah.

那么，亚马逊是怎么发现这个问题的呢？

So first of all, how is Amazon even finding out about this?

是只有当有人投诉时才会发现，还是他们会开箱检查，或者还有其他方式？

Is it only when somebody complains or are they opening boxes to take a look or what's going on there?

他们打开箱子看看并不费事。

Doesn't take them much to open a box and take a look.

通常来说，或者是竞争对手，或者其他任何人，其实是谁都无所谓。

Typically, or competitors or whoever, actually, it doesn't matter who it is.

只要投诉是有效的，那就是有效的投诉。

If it's a valid complaint, it's a valid complaint.

他们发送一张照片。

They send a picture.

他们发送一封邮件到滥用举报队列。

They send an email into the abuse queues.

实际上，现在有多种方式可以举报，但关键是这些举报会交到政策团队手中，他们会指出该附赠品不符合规定。

Actually, there's any number of ways you can report it now, but the point is they get it into policy team hands and they highlight the fact that the insert is non compliant.

它在 soliciting 评论，却没有以正确的方式进行，比如鼓励正面评价、打压负面评价，或者简单地强调你可以在卖家网站上获得免费的瓶子、免费的某商品，诸如此类的基本错误。

It's soliciting a review and not doing it in a leading manner, encouraging positives and discouraging negatives, or simply highlighting that you can get a free bottle, a free box of something at the seller's website, basic mistakes like that.

只要有一两起这样的举报，就足以让他们考虑对你账户进行暂停处理。

All it takes is one report or two reports of that for somebody to size you up for an account suspension.

我接触过的大多数卖家都告诉我，大家都在这么做，或者我早就这么做了。

And most of the sellers I've spoken to just tell me like, everybody's doing it, or I've been doing this for a long time.

从来没人给我发过警告。

Nobody ever sent me a warning.

当我帮这些人处理申诉时，发现他们其实早就收到过警告，但他们根本没当回事。

It turns out when I work with some of these people on their appeals, they were warned for it and they just didn't take it seriously.

或者他们之前就因为这个被封过账号，却还是没当回事。

Or they've been suspended for this before and they didn't take it seriously.

我的意思是，我理解每个人都需要评价来生存，让自己的产品获得关注。

I mean, I understand everybody needs reviews to survive and get eyes on their products.

我完全理解这一点。

I totally get that.

但在当今世界，买家或竞争对手只需拍一张包含这种插入物的手机照片，就能轻易举报你。

But we're living in a world where you can just be ratted out by a buyer or a competitor very easily who shows off that insert in a quick smartphone photo.

所以，如果真是这样，我觉得这根本不是一个可行的策略。

So it doesn't seem like a viable strategy to me if that's the case.

所以对于产品内附卡片来说，最主要的问题是，第一，你懂的，试图操纵评论流程，这显然是亚马逊非常敏感的普遍问题。

So then the main thing for product inserts is, number one, you know, trying to manipulate the review process, obviously, which is kind of a universal thing with Amazon that they're sensitive about.

但除此之外，单纯引导用户去领取免费物品，即使与评论毫无关系，你有没有见过有人因为内附卡片引导用户进入销售漏斗或某个网站而被封号？

But, but also just in general, sending people to, to get something free, even if it has nothing to do with reviews, like, have you ever seen somebody suspended for just having an insert that brings somebody to a sales funnel or to somebody's website?

这种行为会被封号吗？

Is that suspendable?

我确实见过很多人因为他们的网站上包含链接到亚马逊评论页面的内容，而在提供免费产品后被封号。

I've seen a lot of people suspended for having language on their website that included links to Amazon reviews pages after offering a free bottle, for sure.

还有就是抽奖活动，如果你的抽奖活动导致了大量五星好评，我的意思是，即使你没有明确要求，只要赠送物品后带来了正面评价，这也违反了规则。

And also just giveaways, if you have giveaways that result in a spike of five star reviews, I mean, if you give something away and it results in a positive review, that's breaking the rules, even if you don't ask for it necessarily.

这就是很多人忽略的地方。

That's what people are missing.

你通过赠送物品不太可能收到很多差评。

You're not going to get a lot of negative reviews by giving things away.

亚马逊知道，如果买家免费得到了东西，他们本来就更倾向于给你留下好评。

Amazon knows that that buyer is predisposed to leaving you a nice review if they got it for free.

他们不希望有人大幅折扣产品或免费赠送商品，并通过买卖双方消息 soliciting 评价。

And they don't want people heavily discounting product or giving it away and soliciting reviews through buyer seller messaging.

我的意思是，我们早就知道这一点了。

I mean, we've all known that for a while.

但显然，他们现在愿意深入调查。

But clearly they're willing to go deeper.

他们愿意审查大量的聊天记录。

They're willing to go into many chat sequences.

他们愿意查看网站内容。

They're willing to look at websites.

我的意思是，十二个月前他们几乎不会这么做。

I mean, they were not doing that nearly as often twelve months ago.

而现在，他们似乎愿意无处不查，或者卖家们在举报你时变得更加高明和复杂了。

And now it seems like they're willing to look everywhere or sellers are just getting better and more sophisticated at how they report you.

所以，如果你在做某些事——比如你是我的竞争对手，但你违反了规则，而我仔细研究了你的整个销售流程，逐一分解并整理成一份简洁的一页报告提交给亚马逊，政策团队的调查员不会花太久就会同意我的观点：你确实违反了规定，你在免费赠送商品，而且在特定某天或某周获得了大量正面评价。

So if you're doing something, if you're a competitor of mine, but you're doing something outside the rules, and I go through your whole sales funnel and I block it out one step at a time, and then I present that in a quick one pager to Amazon, it's not going to take a policy team investigator long to agree with me that you're doing something outside of the rules, you're giving things away, you're getting chunks of reviews that are positive maybe on a particular day or a particular week.

他们可以查找这些数据聚类，发现这些正面评价的片段。

They can look for those data clusters find those chunks of positives.

他们会同意你的做法违反了规则，并且更倾向于封禁你。

And they'll agree with me that you're breaking the rules and they'll be that much more willing to suspend you.

你有没有听说亚马逊明确表示他们已经测试过你的ManyChat流程？

So have you heard specifically that Amazon is saying we have gone into your ManyChat flow as a test?

如果亚马逊现在真的在这么做，那简直太超前了。

That just seems like next level if Amazon is doing that now.

还是说我们只是假设，这是他们得知情况的唯一途径？

Or are we just assuming that that's the only way they could have known about

我不是在假设。

I'm not their assuming.

不是。

No.

我的意思是，有时候我帮卖家排查时，会逐项检查他们可能做的所有事情，而唯一可能触犯亚马逊标准的就是这个。

I mean, sometimes I'm working with a seller and I go through every possible thing they might be doing, and that's the only thing that could be abrasive by Amazon standards.

所以，我通过排除法推断出这一点。

And so I kind of, by process of elimination, deduce it.

但其他时候，我们还是会收到反馈，无论是我参与账户健康服务的电话会议，还是直接发送升级提示邮件等，我们都会收到信息。

But other times we're getting messaging back again, whether I'm sitting in on account health services calls with people or emailing escalation cues directly and so forth, we're getting information back.

是的，你就是在做这件事。

Yeah, this is what you were doing.

你在操纵评论，因为你用尽一切办法阻止那些对你的产品不满的人，或者那些没有被其他方式激励过的人留下评论，直到你给予他们某些东西，或者你确认他们会给你留下四星半或五星评价。

You're manipulating reviews because you're dissuading in as many ways as you can find anyone who's unhappy with your product or anyone who hasn't been incentivized by something else, you're dissuading them from leaving a review until you do give them something or you do make sure and confirm that they're going to leave you a four and a half or five star review.

这造成了评论系统的失衡，破坏了所有人对这些评论是真实产品反馈的信任。

And that's creating the imbalance in the review system and undermining everyone's feeling that these are legitimate product reviews.

有些人认为，网站上高达12%到30%的评论不可靠、不真实，而亚马逊并不希望公众相信这一点。

There are people who think it's 12% to 30% of reviews aren't reliable, aren't genuine on the site, and that's not something Amazon wants the public to believe.

好的。

Okay.

那么在这种情况下，卖家是否会承认他们确实这么做了，还是辩称自己并不知情？

So then in those situations, does the seller admit that they were doing that and plead ignorance that I didn't know?

然后亚马逊说，好吧，只要你不再犯，你的账户就会被解封？

Then Amazon says, Okay, as long as you don't do it again, you're unsuspended?

嗯，不是的。

Well, no.

我的意思是，需要一个包含他们要求的三个核心部分的行动计划：根本原因分析是第一部分。

Mean, need a good plan of action that has the three core pieces that they're looking for, the root causes, the initial steps to resolve past policy violations is the second part.

第二部分是解决过去违规行为的初步步骤。第三部分是说服我们你已采取措施防止未来再次发生。

Third part is convince us you've prevented this from happening again in the future.

很多人不明白，行动计划必须是可信的，必须具有说服力。

A lot of people don't understand that a plan of action has to be credible, it has to be convincing.

他们不只是……他们常常要求提供细节。

It's not just they they often ask for details.

给我们更多细节。

Give us more details.

我们需要更具体的信息。

We want more specifics.

但他们不想要那种空洞的细节，比如没有执行方案的空头承诺。

But they don't just want random specifics like like promises without how you're going to execute it.

它必须让人信服。

It has to be believable.

它必须有可信度。

It has to be credible.

如果他们觉得你只是抄袭模板、随便拼凑，那就等于在告诉他们你不可信。

If they think you're grabbing, you know, copying and pasting from a template or something, well, you're telling them that you're not credible.

你在告诉他们这不可信，因为你根本没花心思去准备。

You're telling them that it's not believable because you haven't put any work into it.

如果你连花时间提供独特定制内容都不愿意，那他们凭什么认真对待你？

You haven't given them any if you're not even gonna take the time to give them unique custom content, why should they take you seriously?

他们凭什么还要读它？

Why should they even read it?

关于评论滥用问题，他们担心自己无法信任买家。

When it comes to reviews abuse, they're worried that they can't trust their buyers.

他们无法信任你与他们的买家打交道。

They can't trust you around their buyers.

因此，针对这种特定类型的暂停，POA的一部分就是向他们展示并证明，你可以被信赖地与他们的买家互动。

So part of the POA for this particular kind of suspension is demonstrating to them and proving to them that they can trust you around their buyers.

所以，坦诚面对你过去的行为，是让他们相信你愿意公开、诚实地对待这些问题的第一步。

So being forthright about what you were doing in the past is the first step to convincing them that you're ready to be open and honest about that.

好的。

Okay.

不过，回到这两点，无论是产品插入还是聊天机器人流程，你从未见过仅因有人试图引导用户访问网站或加入他们的邮件列表而被暂停的情况。

So going back to both of these though, both product inserts and, you know, chatbot flows, you have never seen a suspension that came from just somebody trying to, you know, send somebody to a website or, or get them in one of their, you know, email list.

几乎所有的暂停都与评价相关。

Almost all have been kind of review related.

我认为情况恰恰与你所说的相反，我看到这类暂停正在增加，因为随着时间推移，人们已经停止了那些更明显的违规行为，而这些行为过去常常导致被暂停。

I would say I'm seeing, it's kind of the contrary to what you were saying, I've seen an increase in those kinds of suspensions because over time people have stopped doing the more obvious violations that would get people suspended.

我的意思是，以前他们只是暂停那些直接索要五星评价的人，或者那些说‘如果你对产品满意，或者对我们的服务满意，请给我们一个评价’的人。

I mean, back in the day, they were first just suspending people who asked for five star reviews, or people who said, If you're leaving us a review, if you're happy with the product or you're happy with our service, leave us a review.

如果不是，请联系我们，我们会为您提供更好的客户服务，给您退款并帮助您解决问题。

If you're not, contact us, and we'll give you some better customer service and give you a refund and help you out.

这些都是一两年前的旧式错误。

Those were like the old style mistakes from a year or two ago.

因此，他们现在不再那么频繁地因为这种过时的做法而封禁用户。

So they're not suspending people for the old, outdated versions of that practice so much anymore.

他们似乎更关注整个销售流程，查看产品附带信息，并检查您的ManyChat流程，看看您在里面做了什么，因为据我所见，目前市面上的大量营销内容都完全缺乏合规意识。

They seem to be much more interested in following through the sales funnel, looking at the inserts, and going through your ManyChat sequence to see what you're doing in there because, I mean, from what I've seen from a lot of marketing content out there, there's no compliance interest.

在所销售的服务或项目中，根本没有合规性部分。

There's no compliance chunk of a service or a program that's being sold.

你只能靠自己了。

You're sort of on your own.

他们会卖给你一种获取更多评价的方法，然后说：‘你自己去判断是否合规吧。’

They'll sell you a means of getting more reviews and then say, well, figure out if it's compliant or not.

我不会替你做这项工作。

I'm not gonna do that work for you.

所以当你和我这样的风险管理人员或风险评估专家交谈时，我会问：你想要高风险高回报吗？

So you talk to a risk manager, risk assessment type like me, I'm going to say, well, do you wanna be high risk, high reward?

你希望在这方面保守一些吗？

Do you wanna be conservative about this?

这是一项可有可无的业务吗？

Is this a nice to have business?

这是一项必不可少的业务吗？

Is this a need to have business?

如果这是一项必不可少的业务，而亚马逊销售是你的生命线，那你可能需要谨慎行事，不要因为知道其他竞争对手或卖家在使用这些方法就盲目跟风。

If it's a need to have and Amazon sales are your lifeline, you probably need to play it conservatively and not be so Wild West just because you happen to know other other competitors or other sellers who are using those techniques.

我的意思是，这完全取决于你愿意失去什么。

I mean, it's all a question of what you're willing to lose.

对吧？

Right?

好的。

Okay.

一般来说，你知道，我觉得去年很多人已经明白了，虽然我们一年多前就讨论过这个问题，但不管使用的是聊天机器人还是其他方式，把客户引导到那些如果他们不满意就会被导向卖家反馈的流程中，并不是最明智的做法，因为我们知道可以删除这些反馈。

In general, you know, I think a lot of people last year kind of figured out, you know, was over a year ago we talked about this, but but how it's not the smartest thing to be sending people, regardless of if it's chatbot or anywhere, through flows where if they're not satisfied then we kind of funnel them to seller feedback because we know we can get that removed and stuff.

最近出现了一个新情况，有人要求我们这样做，但我们拒绝了，那就是提供一个链接，直接跳转到评价页面并自动填充五星好评。

Something newer that's come up and people have asked us to do this and we've said, no, we don't want to give you guys that URL functionality within our follow-up tool, is asking for a link that it takes them to the review page but it automatically populates a five star review.

所以，我们是不是应该正确地表示：不行，我们不希望提供这种链接，因为这可能会让你陷入麻烦？

So are we correct in probably saying, Hey, no, we don't want to give that link because that could get you in trouble?

是的。

Right.

你可以请求评价，对吧？

You can ask for a review, right?

没有人，你知道的，过去一年我听到一些人说，你们为什么说不能请求评价？

No one, you know, and I heard from some people over the last year, you know, why are you saying that you can't ask for a review?

没人这么说。

No one's saying that.

我从未这么说过。

I've never said that.

是的

Yeah.

我所说的是，你不能要求某种特定类型的评价，因为亚马逊知道，大家都知道，这是合乎逻辑的。

What I've said is you can't ask for a certain kind of review because Amazon knows, everyone knows, it's only logical.

如果你以某种方式请求，就会得到某种结果。

If you ask a certain way, you're going to get a certain result.

这就是为什么亚马逊整个产品评价系统的可信度被如此彻底地质疑，不仅来自卖家群体，还包括媒体、政府，还有许多利益相关方对此高度关注，以至于亚马逊不得不调整其执行政策的方式。

And that's why the credibility of Amazon's entire product review system has been so picked apart, not just by people in the seller community, Amazon sellers, I mean, the media, the government, there are a lot of interested parties focused on this, laser focused on it to the point where Amazon has had to change their tune in terms of how enforcement works.

所以，是的，我的意思是，亚马逊的这些公关行为是否只是表面功夫，旨在捡容易的果实，仅仅展示他们正在积极执法、以强硬方式执行政策？

So yeah, I mean, is some of this PR window dressing activity by Amazon that's designed to get low hanging fruit where they can just show that they're being aggressive and show they're enforcing policy in a very heavy handed way?

是的，确实是。

Yes, it is.

我的意思是，亚马逊和任何企业一样，甚至可能更在意公众形象。

I mean, Amazon's as worried about public perception as any business, perhaps more so.

但从你作为品牌或亚马逊账户的战略经理的角度来看，你必须意识到脚下的地壳正在移动，并据此做出决策。

But from your point of view as a strategy manager for your brand or your account on Amazon, you have to understand those tectonic plates are moving under your feet and make decisions accordingly.