Aftermesh亚马逊评价与插卡规则:官方原文对照
这份东西的全部价值在于可追溯。下面每一条都是原文,附条款号或页码, 并给出直达链接——你不必相信我的转述,自己点开核对即可。
核对时的一个坑,先说在前面。亚马逊这几份 PDF 用的是弯引号
“ ”,而网页上的引号常被转成直引号 ' "。
把带引号的片段整段复制去 PDF 里搜,会搜不到——不是引文有问题,是字符不一样。
搜的时候挑一段不含任何引号的文字,比如
in the product package, promising that the customer,一搜就中。
先说最重要的一件事:亚马逊没有「插卡政策」这个东西。
它从未发布过独立的 product insert / 插卡政策文档。插卡之所以受管,是因为评价政策把适用范围 显式扩展到了包装内容物。所以规则散在三份文件里,要自己拼——这也是为什么 这个问题的搜索结果前几名全是卖家在论坛里互相争论。
"Note: You must comply with these guidelines in all your communications with customers, including shipping box and package inserts, and off-Amazon communications."
——(你必须在与顾客的一切沟通中遵守本指南,包括运输箱与包裹插卡,以及站外沟通) Understanding Amazon Policies on Customer Product Reviews, p9一、三份文件在哪
规范正本是卖家平台上的帮助页(需登录);亚马逊同时发布了可直接打开的 PDF 版本。 引用时建议两个链接都给。
- Customer Product Reviews Policies(评价政策) —— 卖家平台帮助页(需登录,规范正本)· 公开 PDF 全文(9 页)
- Seller Code of Conduct(卖家行为准则) —— 卖家平台帮助页(需登录)· 公开 PDF 概览(8 页)
- Communication Guidelines(买卖双方沟通指南) —— 公开 PDF 全文(3 页),无需登录。 管的是站内信,但它设定了亚马逊在其他场景也期待的口径。
一个反面教材,值得记住。整理这份对照时,搜索引擎摘要把 Communication Guidelines 概括成「A repeat request per order for a product review or seller feedback is permitted」 ——而原文实际把它列在禁止清单里(见下文第三节)。 这个题材上的二手信源不可信,必须回原文。
二、插卡专项:被官方点名的四条
这四条是唯一直接以「插卡 / 包装卡片 / 包装内二维码」为主语的官方表述。
1. 插卡里索要好评或用利益换评价
"A seller inserts a request for a positive Amazon review or an incentive in exchange for a review into product packaging or a shipping box."
—— 列于「Violations to Customer Reviews policies」,评价政策文档 p6注意主语是行为本身:你一条评价都没收到,卡片也已经违规。
2. 「感谢卡」承诺赠品或现金换好评
"Seller B includes a “thank you card” in the product package, promising that the customer will receive a free gift or cash if they provide a positive review."
—— 违规示例,卖家行为准则 §1.2.4。注意公开的 Overview PDF 未收录该节编号, 正文在「不得损害或滥用其他卖家」一节的违规示例里,完整编号见需登录的帮助页3. 插卡引导去第三方网站(返现 / 更低价)
"Seller A provides a card in the product package informing the customer that they can get cashback or a lower price by placing an order through a third-party website."
—— 违规示例,卖家行为准则 §1.2.74. 包装 / 图片里的第三方购买二维码
"Seller B provides a QR code for a third party's purchase address in the product image."
—— 违规示例,卖家行为准则 §1.2.7关于二维码的准确说法。官方点名的是「指向第三方购买地址的二维码」, 不是一刀切禁止所有二维码。但 §1.2.7 的总则写得更宽:
"You may not attempt to circumvent the Amazon sales process or get Amazon customers to go to other websites. This means that you may not provide links or messages that prompt users to visit any external website or complete a transaction elsewhere."
指向自家保修登记页 / 说明书的二维码处于灰区——既不在禁止清单上,也不在允许清单上, 官方从未表态。任何声称它「安全」的说法都没有出处。
三、索评的边界
允许
"You can ask your customers to leave reviews on your products."
—— 评价政策文档 p9"You may request feedback and reviews from your own customers in a neutral manner."
—— 卖家行为准则 §1.2.4。关键词是 neutral manner(中性方式)禁止(评价政策文档 p9 原文)
- "Ask customers to leave a positive customer review for your product, or to leave a review only if they had a positive experience with your product. Similarly, you cannot ask only customers who had a positive experience with your product to leave a review."
- "Ask customers to change or remove their review, attempt to influence the review, or ask customers to send negative reviews to you and only write positive reviews on Amazon."
- "You may not offer any compensation for a review, including money or gift cards, free or discounted products, refunds or reimbursements, or any other future benefits."
站内信的禁止清单(Communication Guidelines 原文)
"Permitted Messages do not include any of the following message types":
- Order or shipping confirmations
- "Messages that say only 'Thank you' or that you are here to help if buyers have any problems"
- "Marketing or promotional messaging, including coupons"
- "Language that either incentivizes or persuades the buyer to submit positive product reviews or seller feedback, including by offering compensation, money, gift cards, free or discounted products, refunds, rebates or reimbursements, or future benefits"
- "Language that requests removal or an update of an existing product review"
- "Language that requests a product review only if they have had a positive experience with the product"
- "A repeat request (per order) for a product review or seller feedback" —— 同一订单只能索评一次
"Permitted Messages may not include"(节选,与插卡 / 引流最相关):
- "External links unless they are secure working links (https, not http) necessary for order completion or links to Amazon"
- "Logos, if they contain or display a link to your website"
- "Email addresses"
- "Telephone numbers except those related to warranties, shipping providers, or manufacturers"
其他要求:主动发送的消息必须在订单完成后 30 天内发出、必须包含 17 位订单号、 必须使用买家的 Language of Preference。
四、违规后果
"Amazon has a zero-tolerance policy towards any Customer Product Reviews violations. If we detect any attempts to manipulate Customer Reviews, we take immediate actions."
"The actions we take include, but are not limited to:"
- "Immediate and permanent withdrawal of the seller's selling privileges on Amazon, including the withholding of funds."
- "The removal of all of the product's reviews and preventing the product from receiving future reviews or ratings."
- "Permanent delisting of the product from Amazon."
- "Legal action against the seller, including lawsuits and referral to civil and criminal enforcement authorities."
- "Disclosing the violating seller's name and other related information publicly."
卖家普遍怕封号,但实际更常见、也更难恢复的是第二条:该产品的全部评价被清空, 包括卡片印出来之前积累的那些。
连带责任:代运营干的事,罚的是你
"References to 'seller' here includes all the seller's business partners, employees and 3rd party partners."
"Any infractions by your business partners, employees, or 3rd party agencies will result in enforcement actions, even if they happened without your knowledge or consent."
—— 评价政策文档 p5 / p6 / p8「我不知情」被明文排除在抗辩理由之外。只要还有别人碰你的包装,卡片终稿就必须你自己书面确认。
Communication Guidelines 另有一条较轻的后果条款:
"Failure to comply with these Communication Guidelines may result in Amazon limiting proactive Permitted Messages to Amazon's templates or a suspension of selling privileges in Amazon stores. Amazon has the authority to block any message at its discretion."
—— Communication Guidelines五、其他高频问题的官方答案
- 能不能留邮箱 / 社媒账号做售后? 违规示例:"Seller B leaves their email or social media account to let the customer know that after-sales service can be provided through off-site contact." —— 行为准则 §1.2.6
- 能不能存客户信息以后再营销? "you may use that information only to fulfill orders and must delete it after the order has been processed" —— 行为准则 §1.2.6
- 自己 / 家人 / 员工能不能评? 违规:"A family member or employee of the seller posts a review of the seller's product or a competitor's product." —— 评价政策 p6
- 把差评引到自己这、好评引去亚马逊? 违规:"A seller diverts negative reviews to be sent to them or to a different feedback mechanism, while positive reviews are sent to Amazon." —— 评价政策 p6
- 测评群 / 返现群? "This includes using services that sell customer reviews, websites, or social media groups." —— 评价政策 p5
- 举报别人去哪?
[email protected]—— 评价政策 p8
六、时效风险,如实告知
- 三份公开 PDF 均无可见的生效或更新日期,无法确认是否为最新版。规范正本仍是需登录的 卖家平台帮助页。
- 评价政策 PDF 的 p9 仍在推荐 Early Reviewer Program,而该计划据信已于 2021 年终止。 我没取到官方确认页,所以本文不引用该计划——但这说明这份 PDF 存在未更新的存量内容。
- Communication Guidelines 相关的一则论坛公告标注生效日为 2020-11-06,说明该政策已存在多年, 但不代表此后无修订。
延伸阅读:亚马逊售后卡文案范例——按被封风险分档,可直接抄 · 亚马逊售后卡片到底能不能放?2026 规则与出处 · 亚马逊差评怎么办?删除、回应、预防
本页用于核对原文,不构成法律意见。所有引文均取自亚马逊自己发布的文件并附直达链接; 亚马逊没有表态的地方,本页如实说明,不替它猜。
亚马逊修订政策不会另行通知,规范正本是需登录的卖家平台帮助页。 在为一批卡片下印之前,请先核对当前版本。出处最后核实日期:2026 年 8 月 1 日。