亞馬遜違規(guī)變體掃號(hào)解析總結(jié)

賣家因?yàn)闉E用亞馬遜產(chǎn)品變體而賬號(hào)被封的事件越來越多，并不是濫用變體的賣家變多了，而是亞馬遜加強(qiáng)了這方面的監(jiān)管。賣家最近的心情就和坐過山車一樣，大起大落，一些變體違規(guī)賬號(hào)凍結(jié)的賣家迎來了好消息，還有一個(gè)部分賣家卻收到了封店郵件。此次自動(dòng)解封的賬號(hào)大部分是5月份的變體違規(guī)賬號(hào)，而3、4月份被封賬號(hào)目前仍未恢復(fù)。不過賣家們可以暫且放下心來，只要不存在反復(fù)嚴(yán)重違規(guī)行為，基本上都會(huì)解封。

為了避免賣家更好地創(chuàng)建產(chǎn)品變體，本文詳細(xì)介紹了變體 listing 的創(chuàng)建要求、規(guī)則，以及賣家常常出現(xiàn)的錯(cuò)誤及其后果，具體如下：

1.與亞馬遜變體 listing 相關(guān)術(shù)語

父體（Parent）：是產(chǎn)品選項(xiàng)(或子體 ASIN)所屬的主詳情頁面，消費(fèi)者無法購買父體 ASIN。父體 ASIN 應(yīng)包含該變體組所有 ASIN 組的全部關(guān)鍵產(chǎn)品信息，但不應(yīng)包含與變體主題、特定 GTIN、庫存水平或價(jià)格等信息。

子體（Child）：子體 ASINs 是在父體下刊登的可購買 ASIN，會(huì)在詳細(xì)頁面中顯示為可用產(chǎn)品選項(xiàng)（available product options）。

變體主題（Variation Theme）：反映的是同個(gè)變體組中各個(gè)子體的不同之處。不同的產(chǎn)品類別可以有不同的變體主題，部分變體組可以有 1 到 2 個(gè)變體主題。例如香味作為一個(gè)單一的變體主題，顏色和大小作為一對變體主題。

變體組（Variation Family）：指的是在一個(gè)變體主題下的父體 ASIN 和子體 ASIN。

2.多變體對產(chǎn)品的影響

a.增加產(chǎn)品排名

b.最大化買家評論

c.增加購買轉(zhuǎn)化率

3.創(chuàng)建變體賣家需要遵守那些規(guī)則？

a.亞馬遜允許賣家對該類別產(chǎn)品創(chuàng)建變體。

b.產(chǎn)品的不同點(diǎn)與產(chǎn)品所在類別允許的變體主題范圍相符合。

c.變體組中的產(chǎn)品除了變體主題方面的不同，沒有其它不同之處。如果你的變體主題是顏色，那么你的子體 ASIN 只能有顏色上的不同。

d.售賣的商品之間不應(yīng)存在新舊版的差異：以電子產(chǎn)品為例，即便尺寸和顏色相同，如果存在新舊版的差異，則不應(yīng)該將它們作為變體組合，而應(yīng)該使用New Version功能來建立新舊產(chǎn)品之間的聯(lián)系。

e.商品信息準(zhǔn)確，商品基本相同，共享同一名稱。

賣家在操作過程中要避免以下違規(guī)濫用變體風(fēng)險(xiǎn)：

合并僵尸鏈接：將長時(shí)間沒有銷售記錄的listing與活躍的listing合并。

翻新listing：通過變更產(chǎn)品詳情，如品牌或型號(hào)，來恢復(fù)或提升舊有l(wèi)isting的排名和銷量。

錯(cuò)誤使用變體主題：在變體組中使用不適當(dāng)?shù)幕虿淮嬖诘淖凅w主題，如將不同款式的產(chǎn)品錯(cuò)誤地以顏色變體的形式合并。

添加不正確的子變體：向父商品添加并非真實(shí)變體的子商品，如將完全不同的產(chǎn)品添加到一個(gè)變體組中。

圖片與變體主題不符：使用與所售產(chǎn)品不匹配的圖片，如展示一個(gè)顏色的圖片但實(shí)際上銷售的是另一個(gè)顏色。

違規(guī)拆分變體：為了提高整體變體的評價(jià)星級，部分賣家會(huì)拆分評價(jià)較低的子體。

虛構(gòu)變體屬性：手動(dòng)添加不存在的屬性作為變體屬性，誤導(dǎo)消費(fèi)者。

4.收到變體違規(guī)封店郵件該如何申訴呢？

如果你正因變體濫用而賬號(hào)被暫停，你需要做的第一件事就是查看你的 listing，自己找出問題所在，因?yàn)樵谀憬鉀Q問題前亞馬遜不會(huì)給你任何提示，也不會(huì)回復(fù)你的 listing 或賬號(hào)。不要過分依賴網(wǎng)上所謂的“通用萬能模板”，各人情況不同，要根據(jù)自己賬戶的具體情況具體的去寫POA。

主要可以按照以一下步驟來做：

自我檢查：發(fā)現(xiàn)自己是如何濫用變體的，你的所有 listing 是否都合并在一起？在你提交申訴前，確保你修正了所有的 listing。

根本原因：了解是什么原因?qū)е履阏`用變體，是對亞馬遜政策理解失誤，還是對 listing 監(jiān)管不夠。

行動(dòng)計(jì)劃（POA）：明確自己將怎么解決這個(gè)問題，并確保這種情況不再發(fā)生。你需要具體說明你已經(jīng)采取了哪些步驟來糾正和確保未來 listing 的質(zhì)量。

回顧亞馬遜這場浩蕩的掃號(hào)行動(dòng)，平臺(tái)針對變體違規(guī)問題打擊力度是越來越大，現(xiàn)在越來越多的賣家因 ASIN 濫用而丟失了他們的商品和賬戶。一個(gè)好的變體，不僅能為買家提供流程的購物體驗(yàn)，還能從而提高自己的銷量。所以為了避免這類情況發(fā)生在自己身上，多花時(shí)間了解亞馬遜政策是非常重要的，注意不止是你，你的員工也需要深入了解，并嚴(yán)格執(zhí)行。賬戶遇到問題可第一時(shí)間發(fā)給魔詞申訴幫你做一個(gè)評估分析~

最后附上一份申訴模板，僅供參考：

Dear Amazon performance team,

We received your notification about that our selling privilege was removed due to we misusing the ASIN variations and we have not sent you an acceptable plan to address the problem with our account, but actually, we did take actions to resolve the problem after receiving your warning, and email you about that; on XXXX/XX/XX, we received your respond about that you appreciated our effort to comply with Amazon selling policy.

The following are the detail and POA that we made to resolve the problem and prevent misuse ASIN variations similar violation in the future, please kindly check it, we promise that we did not let this issue happen again in the future;

- -Adding children products that are not true variations of the parent product -- Changing the patent product’s detail page so it does not match the children. The issue that caused the complaints:

Our mistake is that we used the clothes category to upload our goods for phone accessories, due to we cannot choose color variations from the phone accessories category. This mistake was made by our new staff who just worked at our company for a week.

Immediate Actions we took

1, our sales manager checked all our on-line listings one by one, anyone which has been violated the rules of Amazon has been removed, please kindly check some details as follows : We listed only x ASIN here, but we total deleted about x ASIN from our

inventory, we are sure there is no mistake at our variations now;

To prevent similar violation in the future, we will follow the ASIN creation Policy, we learn ASIN Creation Policy again:

Matching our products to existing products in the Amazon catalog helps drive high-quality customer experience. Matching to an existing product instead of creating a duplicate listing allows we to more fully benefit from buyer interest and traffic for that product,The following prohibited practices are a misuse of variations ( also known as

parent-child relationships). I create a negative customer experience and can result in

our ASIN creation or selling privileges being temporarily or permanently removed Adding children that are not variations of the parent product; Changing the parent product’s detail page so it does not match the children; Adding multi-pack children by bundling two or more of the same manufacturer products, such as bundling two three-packs to create a package quantity of six. Multi-pack children must be packaged by the manufacturer. If a customer wants to buy two or more of the same product, they can select that quantity for purchase.

Here are things to keep in mind to help ensure we create the relationship correctly:

1. Parent/Child Relationship

Every variation relationship includes a parent and a number of unique children. The parent can be thought of as a non-buyable "umbrella" which connects the different variation of children. When you create a variation relationship, you use a parent SKU as this umbrella for your products. The parent SKU should represent the core product. Do not include any child-level information (size, color, UPC) on the parent SKU.

2. Variation Themes

Variation themes are the way that Amazon systems determine how a set of products varies. The theme is set only on the parent and all children must have valid values for the attributes corresponding to the parent's theme. Examples of variation themes include Color/ Name, Size/Count, Color, Style, Scent, etc.

The relationship we create is a relationship between your specific SKUs. When you submit your product information, Amazon will use the relationship information that you provide in connection with the information provided by other sellers of the same products to determine the specific relationship that is presented to customers. This means that the information displayed on the site may vary from your submitted relationship. The SKUs in your inventory however will reflect the most recent information you submitted, regardless of how the products are displayed on the site.

Our plans to prevent adding children products that are not true variations of the parent product, we make some plans as follows :

1. Train our employees Amazon ASIN Creation policy, make sure they are familiar with Amazon policy, and before uploading a new listing on our stores, our sales manager will check all the contents especially the true variations of the parent products;

2. Before upload a listing on Amazon, we will have to make sure the Parent/Child relationship, full check if this catalog support variation or not, if it doesn’t support variation, we will upload these listings one by one instead of adding children products that are not true variations of the parent product;

3. We will only use the correct same variations when creating parent/child relationships. Our sales manager will check this each week for all our online listings. Any listings will be removed once they were found in the invalid listings or variations to product detail page or violated other Amazon policies or rules;

4. We will follow the ASIN Creation Policy in the future, we will arrange employees to learn and have a test for this policy every week to make sure that this issue will not happen again.

5. Designed our new policy, our sales manager will supervise our future selling, the sales manager will check each new ASIN every day for a double check to be sure no ASIN violates any rules of Amazon. We promise that we will follow Amazon's policy in the future, meets Amazon's every metric and selling policy. Please kindly consider reinstating

our selling privilege.

Thank you so much.

（編輯：江同）

（來源：魔詞）

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