Aftermesh亚马逊评价与插卡政策原文：印卡、发消息、索评前查这一页
准备印一批插卡、给买家发站内信，或者代运营、设计师把卡片稿发给你确认， 都可以先在这一页对一下亚马逊原文。下面按你手上的事分成三块：每块先给一句话规则，再给原文、条款号或页码和链接。
三份官方文件和直达链接
亚马逊没有单独的插卡政策。插卡、索评和买家消息的规则写在这三份文件里：
- 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。
帮助页要登录卖家平台才能打开。PDF 在浏览器里直接打开，不用登录，适合转给代运营或设计师， 但三份 PDF 都没有标注生效日期。
在 PDF 里按 Ctrl+F（Mac 上是 Cmd+F）搜原文片段时注意：亚马逊的 PDF 用的是弯引号 “ ”，
网页上的引号常被转成直引号 ' "，带引号的片段整段复制过去会搜不到。挑一段不含引号的文字去搜，比如
in the product package, promising that the customer，一搜就中。
印插卡之前：卡上能写什么、不能写什么
一句话规则：卡上可以请买家留评，但不能要好评、不能拿任何好处换评价， 也不能把买家引到站外下单。评价政策明文写了，它同样管包裹插卡：
"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不在卡上要好评，也不拿好处换评价
"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"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,小节标题是 "Do not attempt to influence customers' ratings, feedback, and reviews"。 这份 PDF 是公开的,节编号齐全——拿上面那句话去里面搜即可核对不引导买家去站外下单
"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 §1.2.7"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同一节的总则是：
"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."
—— 卖家行为准则 §1.2.7卡上要印二维码，就按这条总则核对它打开的是什么页面。
代运营、设计师做的卡片，同样算你的
"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卡片稿不是你自己做的，下印之前拿终稿对着这一节过一遍。
给买家发站内信之前
一句话规则：同一个订单只能请一次评价；消息里不能给好处、不能只请满意的买家， 也不能放站外链接或邮箱。沟通指南的原文清单：
"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"
"Permitted Messages may not include"
- "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"
发送时间和格式也有要求：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、 必须使用买家的首选语言。
"Proactive Permitted Messages must be sent within 30 days of order completion."
—— 亚马逊官方，Communication Guidelines从订单里拿到的买家信息只能用来履约，订单处理完就要删除，不能留着以后做营销：
"you may use that information only to fulfill orders and must delete it after the order has been processed"
—— 卖家行为准则 §1.2.6请买家留评之前：怎么问才算中性
一句话规则：可以请买家留评，但要用中性的方式，对每个买家都一样。
"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)不能只请满意的买家、不能要求改评或删评、不能给任何补偿：
- "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."
差评引到自己这里、好评送去亚马逊，在违规清单上：
"A seller diverts negative reviews to be sent to them or to a different feedback mechanism, while positive reviews are sent to Amazon."
—— 列于违规清单,评价政策文档 p6你自己、家人和员工都不能给自家商品写评价，给竞品写也不行：
"A family member or employee of the seller posts a review of the seller's product or a competitor's product."
—— 列于违规清单,评价政策文档 p6通过卖评服务、网站或社媒群组拿评价，同样在禁止范围内：
"This includes using services that sell customer reviews, websites, or social media groups."
—— 评价政策文档 p5规则之外，剩下的空间在哪
把上面几条连起来看，被堵死的是这些：不能用好处换评价，不能只问满意的买家， 不能把买家引去站外下单，不能留邮箱或社交账号让他去站外找你。 剩下的空间其实很具体——给每一个买家同样的一次开口机会，不挑人，也不给好处。
Aftermesh 就建在这块剩下的空间上：你创建一个买家页，并且生成印在卡上的入口二维码。 买家扫码即可访问，不用登录亚马逊；他写的内容进你的后台。 可以先看一眼买家扫到的页面。
常见问题
PDF 和卖家平台帮助页写得不一样，以哪个为准？
以帮助页为准。PDF 适合不登录时查找和转发，两边对不上时，按帮助页的现行版本改稿。
卡片是代运营或设计师做的，出了问题算谁的？
算你的。评价政策里的「卖家」包括你的合作方、员工和第三方代理，他们的违规就算你不知情，也会算到你的账号上。
延伸阅读：亚马逊售后卡文案范例 · 亚马逊售后卡怎么做？按插卡规则一步步来 · 亚马逊差评怎么办 · 差评每年让你亏多少钱？——免费计算器
本页用于核对原文，不构成法律意见，按本页操作也不等于一定合规。
亚马逊修订政策不会另行通知。一批卡片下印之前，请先到需登录的帮助页核对当前版本。