亚马逊店铺遭遇差评该如何处理?
关于亚马逊产品评价的重要性及应对策略
在亚马逊的电商世界中,评价对于新品的推广至关重要。一旦新品遭遇差评,不仅会直接影响 Amazon 对我们账号的判定,还会对产品的销量和曝光产生重大冲击。由此可见,Review 的关键意义不言而喻,我们必须高度重视。然而,当我们的产品收到差评后,首先需要明确区分差评的性质,究竟是正常买家给出的客观评价,还是竞争对手或同行恶意为之。
恶意差评的应对
这类差评的内容往往脱离产品本身,且多数包含辱骂、威胁等不当内容。具体应对措施如下:
一是前往商品评论页面,在评论下方点击报告滥用情况进行举报;
二是发送邮件给 Amazon,详细反馈差评位置及滥用差评的原因;
三是通过卖家后台进行举报,依次选择【卖家后台】→【获得支持】→【联系我们】→【我要开店】→【其他问题】→【举报违规行为】。
正常差评的处理
首先要准确判断自己的产品是否存在质量问题,这就需要我们对产品有足够深入的了解。若产品确实存在质量缺陷,即便此次差评得以解决,也无法保证下次不再出现类似情况。所以必须正视质量问题,如果该质量问题无法妥善完善,那就要争取在差评数量还不多时,尽快想办法清理库存。具体方法如下:
一是联系买家删除。通过买家的账号信息查找其联系邮箱,发送邮件进行协商并提供解决方案,如退款或换货等。需根据买家评论内容及诉求来确定具体方案,但切记不可在邮件中请求删除差评等违规话语,否则若买家向 Amazon 投诉,后果会很严重。这里提供两个模板:
【模板 1】Dear XXX,Thank you for purchasing with us. I would like to personally apologize for your experience with our [PRODUCT]. We strive to offer the 100% satisfaction for all our customers and will do whatever it takes to make you happy. We would be happy to send you a replacement or issue you a full refund. Please contact us directly at [YOUR EMAIL] to resolve this issue for you. Thank you for giving us the opportunity to make this right. sincerely, [YOUR NAME]。
【模板 2】Dear XXX,I see you ordered a XXX from our store, from your review, I understand that you are not satisfied with the product, I\'m really sorry for that. As a reliable seller, we always aim to provide excellent service to our customers. So when I see your review, I feel very sad. Here I contact you to do something to make up for you. Our company policy is 100% refund for any unsatisfactory order or customer, so if you agree, we\'d like to give you a full refund for it, do hope this shopping experience don\'t make you too much uneasy feeling. We also will update the product description about the size clearly. Look forward to your reply. With best regards.
二是拆除合并变体。若产品有 ABC 三个变体,A 变体收到差评,可先将其从链接中拆分;若产品为单个变体,则可将其合并至类似且评论较多的老链接中,这样一个差评不会对老产品产生太大影响。
三是实现首页无差评。即不让差评停留在首页,联系买家号点击 Helpful,提高好评权重使其置顶,从而降低差评被买家看到的几率,但操作要适度,异常点赞也会被视为违规。
四是稀释差评。Amazon 对产品评分是通过平均分计算,可通过增加评论降低差评对产品 Review 的权重,提高整体评分,如 10 个评论中有 1 个差评与 1000 个评论中有 1 个差评的影响是不同的。
五是请求 Amazon 删评论。若因买家个人原因,如不会使用产品功能或误评等,可发邮件请求删除。如:Dear Amazon,This review regards to asking the functions about the product, maybe the buyer does not know where to ask about it. He should ask in ""QA"" or email to the seller, not leaving a bad review here for us, so it is very fair for we seller. Please investigate it, and help us to remove it. Thank you。
预防再次差评
一是若为正常差评,要深入分析原因,是服务欠佳还是产品质量问题。若是产品质量问题,要及时反馈给产品开发人员,以便下批产品改进。
二是若差评是因产品使用复杂买家不会操作,就要制作 Q&A、操作视频等,并将其置顶以指导买家正确使用产品。