又封号!亚马逊第3条规定到底涉及哪些雷区?

卖家无忧 · 2月前

作者: 卖家无忧

摘要:亚马逊商业解决方案协议第 3 条(简称第3条),在原来的行为准则里面更加清晰和明确的传递了两个信号:公平行事和合法合规销售。


今年不少人经常会问我们亚马逊第3条是什么?我们收到冻结邮件,说是因为第3条冻结的,那到底是什么东西?


其实,第3条就是之前的 Code of Conduct 里面的范畴和内容,只是亚马逊又做了一些补充和梳理(政策更严格、封店更猛烈)。下面跟大家详细介绍一下第三条的内容。


Selling Policies and Seller Code of Conduct


商业解决方案协议第 3 条


All sellers are expected to adhere to the following policies when listing products on Amazon. Seller offenses and prohibited content can result in suspension of your Amazon account.


Seller code of conduct


This policy requires that sellers act fairly and honestly on Amazon to ensure a safe buying and selling experience. All sellers must:


Provide accurate information to Amazon and our customers at all times

Act fairly and not misuse Amazon’s features or services

Not attempt to damage or abuse another Seller, their listings or ratings

Not attempt to influence customers’ ratings, feedback, and reviews

Not send unsolicited or inappropriate communications

Not contact customers except through Buyer-Seller Messaging

Not attempt to circumvent the Amazon sales process

Not operate more than one selling account on Amazon without a legitimate business need

Violating the Code of Conduct or any other Amazon policies may result in actions against your account, such as cancellation of listings, suspension or forfeiture of payments, and removal of selling privileges. More details about these policies are below.


Accurate Information

You must provide accurate information to Amazon and our customers, and update the information if it changes. For example, this means that you must use a business name that accurately identifies your business and list your products in the correct category.


Acting Fairly

You must act fairly and lawfully and may not misuse any service provided by Amazon. Examples of unfair activities include:


Providing misleading or inappropriate information to Amazon or our customers, such as by creating multiple detail pages for the same product or posting offensive product images

Manipulating sales rank (such as by accepting fake orders or orders that you have paid for) or making claims about sales rank in product titles or descriptions

Attempting to increase the price of a product after an order is confirmed

Artificially inflating web traffic (using bots or paying for clicks, for example)

Attempting to damage another Seller, their listings or ratings

Allowing other people to act on your behalf in a way that violates Amazon’s policies or your agreement with Amazon

Ratings, Feedback, and Reviews

You may not attempt to influence or inflate customers’ ratings, feedback, and reviews. You may request feedback and reviews from your own customers in a neutral manner, but may not:


Pay for or offer an incentive (such as coupons or free products) in exchange for providing or removing feedback or reviews

Ask customers to write only positive reviews or ask them to remove or change a review

Solicit reviews only from customers who had a positive experience

Review your own products or a competitors’ products

Communications

You may not send unsolicited or inappropriate messages. All communications to customers must be sent through Buyer-Seller Messaging and be necessary for fulfilling the order or providing customer services. Marketing communications are prohibited.


Customer Information

If you receive customer information such as addresses or phone numbers to fulfill orders, you may use that information only to fulfill orders and must delete it after the order has been processed. You may not use customer information to contact customers (except through Buyer-Seller Messaging) or share it with any third-party.


Circumventing the Sales Process

You may not attempt to circumvent the Amazon sales process or divert Amazon customers to another website. This means that you may not provide links or messages that prompt users to visit any external website or complete a transaction elsewhere.


Multiple Selling Accounts on Amazon

You may only maintain one Seller Central account for each region in which you sell unless you have a legitimate business need to open a second account and all of your accounts are in good standing. If any of your accounts are not in good standing, we may deactivate all of your selling accounts until all accounts are in good standing.


Examples of a legitimate business justification include:


You own multiple brands and maintain separate businesses for each

You manufacture products for two distinct and separate companies

You are recruited for an Amazon program that requires separate accounts

Filing Infringement Notices as an Agent or Brand Protection Agency

Amazon understands that many brands may choose to have brand protection agencies or agents report intellectual property infringement on their behalf and accepts submissions from authorized agents. However, Amazon does not permit individuals with active selling accounts to file infringement notices as an agent of a brand when the filing of those notices could benefit their own selling account (through removing competing listings, for example). Any sellers filing notices as an agent to benefit their own status as a seller may have their selling account terminated.


中文翻译:

销售政策和卖方行为准则

商业解决方案协议第3条


在亚马逊上列出产品时,所有卖家都应遵守以下政策。卖家违法和违禁内容可能会导致您的亚马逊帐户被暂停。


卖方行为准则


这项政策要求卖家在亚马逊上公平诚实地采取行动,以确保获得安全的买卖体验。所有卖家必须:


▪ 随时向亚马逊及其客户提供准确的信息

▪ 公平行事,不要滥用亚马逊的功能或服务

▪ 请勿试图损害或滥用其他卖方,其物品或等级

▪ 不要试图影响客户的评分,反馈和评论

▪ 不发送不请自来或不适当的通讯

▪ 除非通过买卖双方消息传递,否则不要与客户联系

▪ 不要试图绕过亚马逊的销售流程

▪ 在没有合法业务需要的情况下,不得在亚马逊上经营多个销售账户


违反行为准则或任何其他亚马逊政策可能会对您的帐户采取行动,例如取消列表,暂停或没收付款以及取消销售特权。以下是有关这些政策的更多详细信息。


准确信息


您必须向亚马逊及其客户提供准确的信息,并在信息发生更改时对其进行更新。例如,这意味着您必须使用能够准确识别您的企业并在正确类别中列出您的产品的企业名称。


公平行事


您必须公平合法地行事,不得滥用亚马逊提供的任何服务。不正当活动的例子包括:


▪ 向亚马逊或我们的客户提供误导性或不适当的信息,例如通过为同一产品创建多个详细信息页面或发布令人反感的产品图片

▪ 操纵销售排名(例如通过接受虚假订单或已付款的订单)或在产品标题或说明中声明销售排名

▪ 确认订单后尝试提高产品价格

▪ 人为增加网络流量(例如,使用漫游器或为点击付费)

▪ 试图损害其他卖方,他们的清单或等级

▪ 允许其他人以违反亚马逊政策或您与亚马逊的协议的方式代表您行事

▪ 评分,反馈和评论


您不得尝试影响或夸大客户的评分,反馈和评论。您可以以中立的方式要求自己的客户提供反馈和评论,但不能:


▪ 支付或提供激励措施(例如优惠券或免费产品)以换取提供或删除反馈或评论

▪ 要求客户只写正面评论,或要求他们删除或更改评论

▪ 仅从具有积极经验的客户那里征求评论

▪ 查看您自己的产品或竞争对手的产品

▪ 通讯技术

▪ 您不得发送未经请求或不适当的消息。与客户的所有通信都必须通过买卖双方消息传递,并且对于完成订单或提供客户服务是必需的。禁止市场传播。


顾客信息


如果您收到客户信息(例如地址或电话号码)来履行订单,则只能使用该信息来履行订单,并且必须在处理订单后将其删除。您不得使用客户信息来联系客户(通过买卖双方消息传递除外)或与任何第三方共享。


规避销售流程


您不得试图绕过亚马逊的销售流程或将亚马逊的客户转移到另一个网站。这意味着您可能不会提供链接或消息来提示用户访问任何外部网站或在其他地方完成交易。


亚马逊上的多个销售账户


除非您有合法业务需要开设第二个帐户并且所有帐户都信誉良好,否则您只能在每个销售区域维护一个卖方中心帐户。如果您的任何帐户信誉不佳,我们可能会停用所有销售帐户,直到所有帐户都信誉良好为止。


合法业务理由的示例包括:


▪ 您拥有多个品牌,并且每个品牌都维持独立的业务

▪ 您为两家不同的公司生产产品

▪ 您被招募到需要单独帐户的Amazon计划

▪ 作为代理或品牌保护代理的侵权通知


亚马逊了解到,许多品牌可能会选择让品牌保护机构或代理商代表他们举报知识产权侵权,并接受授权代理商的意见。但是,当那些活跃的销售账户的个人信息可以使自己的销售账户受益(例如,通过删除竞争性列表)时,亚马逊不允许拥有活跃销售账户的个人作为品牌代理提交侵权通知。任何以代理人身份发出通知以提高自身作为卖方地位的卖方可能会终止其销售帐户。


亚马逊商业解决方案协议第 3 条(简称第3条),在原来的行为准则里面更加清晰和明确的传递了两个信号:公平行事和合法合规销售。


最重要的是增加了一条:forfeiture of payments(没收资金);这就是为何很多类型的Case冻结邮件明明写着90天或更长时间会回款,但是苦苦等了90天甚至更长时间,店铺资金依旧没办法出来,久而久之甚至店铺资金被清零了。


这条就是亚马逊让清零资金/没收资金更加名正言顺了。


很多卖家问我们,现在亚马逊越来越难做了,要怎么办?


一句话:回归到产品本身(打磨优质的差异化的好产品),合规经营(减少封店风险),减少利用所谓的黑科技(亚马逊bug)投机赚快钱(一旦上车就上瘾停不下来,心态变浮躁,对店铺也存在很多隐藏风险)。


亚马逊规则和政策越来越严,其实也是被逼出来的。只有回归到良性的公平竞争和客户至上的经营理念的道路上来,亚马逊之路才可以走得更远更顺畅。


该篇文章为卖家之家特约作者“卖家无忧”投稿文章,转载本文不得修改标题及原文,并保留来源以及原文链接,否则我们将保留追索权利。


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