销售政策和卖家行为准则

所有卖家在亚马逊商城发布商品时都必须遵守以下政策。如果卖家违反以下规定并发布了受禁内容,则亚马逊会冻结您的账户。

卖家行为准则

本政策要求卖家在亚马逊商城遵循公平、诚实的行事原则,以确保安全的购买和销售体验。所有卖家都必须遵循以下准则:

  • 始终向亚马逊和我们的买家提供准确的信息

  • 公平行事,且不得滥用亚马逊的功能或服务

  • 不得试图损害其他卖家或其商品/评分或者加以滥用

  • 不得试图影响买家评分、反馈和评论

  • 不得发送未经请求或不恰当的沟通信息

  • 只通过买家与卖家消息服务联系买家

  • 不得试图规避亚马逊销售流程

  • 在没有合法的业务需求情况下,不得在亚马逊上经营多个卖家账户

若违反行为准则或任何其他亚马逊政策,亚马逊可能会对您的账户采取相应措施,例如取消商品、暂停或没收付款以及撤销销售权限。下文提供了有关这些政策的更多详情。

准确的信息

您必须向亚马逊和我们的买家提供准确的信息,并在信息发生变化时予以更新。例如,这意味着您使用的企业名称必须能准确标识您的企业,并且您必须将商品发布到正确的分类中。

公平行事

您必须遵循公平、合法的行事原则,且不得滥用亚马逊提供的任何服务。不公平的行为示例包括:

  • 向亚马逊或买家提供具有误导性或不恰当的信息,例如为同一商品创建多个详情页面或发布具有冒犯性的商品图片

  • 篡改销售排名(如接受虚假订单或您已付款的订单),或在商品名称或描述中声明销售排名相关信息

  • 试图在订单确认后提高商品价格

  • 人为增加网络流量(例如,使用机器人或付费购买点击量)

  • 试图损坏其他卖家、其商品或评分

  • 允许他人以违反亚马逊政策或您与亚马逊达成的协议的方式代表您行事

评分、反馈和评论

您不得试图影响或夸大买家的评分、反馈和评论。您可以采用中立的态度请求买家提供反馈和评论,但不能:

  • 通过支付费用或提供奖励(如优惠券或免费商品)来请求买家提供或删除反馈或评论

  • 要求买家只编写正面评论或要求他们删除或更改评论

  • 仅向获得良好体验的买家征集评论

  • 评论您自己的商品或竞争对手的商品

沟通

您不得发送未经请求的或不恰当的消息。您与买家的所有沟通信息必须通过买家与卖家消息服务发送,并且只能是处理订单或提供客户服务所必需的信息。禁止进行营销类沟通。

买家信息

如果您收到用于配送订单的地址或电话号码等买家信息,您只能将该信息用于配送订单,且必须在处理订单后将其删除。您不得使用买家信息联系买家(除非通过买家与卖家消息服务联系),也不得将其分享给任何第三方。

绕过销售流程

不得试图绕过亚马逊销售流程或将亚马逊买家转移到其他网站。这意味着您不能提供提示用户访问任何外部网站或在别处完成交易的链接或消息。

亚马逊上的多个销售账户

除非您有开设第二个账户的合理业务需要且您的所有账户均信誉良好,否则您只能为每个商品销售地区保留一个卖家平台账户。如果您有任何信誉不佳的账户,我们可能会停用您的所有销售账户,直至所有账户拥有良好的信誉。

合理的商业理由示例包括:

  • 您拥有多个品牌,并分别维护单独的业务

  • 您为两个不同且独立的公司制造商品

  • 您应聘参与需要单独账户的亚马逊计划

以代理商或品牌保护机构的身份提交侵权通知

亚马逊知悉,许多品牌可能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行为,并接受授权代理商提交的通知。但是,亚马逊不允许拥有活跃销售账户的个人作为品牌代理商提交侵权通知,因为这些侵权通知的提交可能对这些个人自己的销售账户有利(例如,通过移除竞争商品)。任何作为代理商提交通知以获取其卖家身份利益的卖家都可能会被终止其销售账户。

 

 亚马逊官网原文详情:

Selling Policies and Seller Code of Conduct

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.

 文章来源:亚马逊官方网站