近期，亚马逊平台出现大规模评论消失现象，引发卖家广泛关注。据反馈，自4月底以来，众多卖家遭遇评论数量锐减，部分案例显示4000余条评论中消失超3000条，甚至有卖家单次损失上千条评价。这一现象被卖家称为“撸评”，且涉及范围广、持续时间长，波及多个类目和运营团队。
事件特点分析：
无预警删除：多数卖家未收到平台绩效通知或警告，评论突然消失。
评分连带影响：评论减少导致产品评分显著下滑，例如某产品90条评论被删后，评分从4.5星降至4星。
无差别清理：被删除评论包含好评与差评，部分合规卖家亦受影响。
亚马逊的审核机制：
平台通过多维度的虚假评论识别系统进行筛查，包括：
买家行为分析：高频留评账号（留评率超1%）、异常购买路径（如直接下单无浏览行为）会被标记。
账号关联风险：若刷单买家账号被举报，其关联的卖家评论可能被批量清理。
内容真实性检测：简短模板化评价（如“商品很好”）或未经验证的购买评价易被移除。
行业乱象与平台治理：
违规手段泛滥：部分卖家通过合并僵尸链接、站外返现刷评等方式快速积累评价，例如某类目新品单日新增3000条评论。
平台处罚升级：2023年亚马逊屏蔽2.5亿条可疑评论，并对违规卖家采取封号、冻结库存等措施。例如深圳一卖家因3条刷评行为被封号，损失超50万元。
法律风险加剧：美国FTC规定，虚假评论最高可罚5万美元/次（约35万元人民币）。
给卖家的建议：
合规运营：避免使用返现、自养号等高风险手段，优先通过亚马逊Vine计划获取评价。
监控账号健康：定期检查买家账号留评行为，避免关联异常账号。
申诉准备：若误判可整理交易凭证申诉，但需注意平台对“操纵评论”的界定极为严格。
此次事件反映亚马逊持续强化评论治理的决心，卖家需适应更严格的合规环境，以长期稳定经营为目标。
Over 3,000 Reviews Disappear from 4,000+!
Since late last month, numerous Amazon sellers have reported a sudden and unexplained loss of product reviews—without receiving any performance notifications or warnings from the platform. Is Amazon cracking down on reviews again?
Losing 1,000+ Reviews Overnight: Amazon Takes Action
Amazon’s latest wave of review purges is underway.
"When I opened my product page, I saw that out of 40+ reviews, only 10 remained!" said one seller, who only realized the issue after noticing a drop in sales. Many others have faced similar situations:
Some sellers lost 50+ reviews.
Others saw nearly half of their 300+ reviews vanish.
A few suffered severe losses, with over 1,000 reviews disappearing at once.
As reviews were wiped out, product ratings also plummeted. One seller reported that after losing 90 reviews, their product’s rating dropped from 4.5 to 4 stars.
This purge has been prolonged and widespread. An operations manager revealed that multiple colleagues in their company experienced significant review losses. Another noted that entire product categories in their niche were affected.
Interestingly, Amazon removed both positive and negative reviews. "One of my ASINs lost 300+ reviews—some were good, some were bad," a seller lamented. "Losing the bad ones doesn’t hurt, but the good ones sting."
Why Is Amazon Deleting Reviews?
This mass removal isn’t random. Amazon has strict mechanisms to detect fake reviews:
Buyer Account Behavior
Normal review rates are below 1%. Accounts leaving frequent reviews are flagged.
Suspicious buying patterns (e.g., immediate purchases without browsing, multiple shipping addresses) trigger scrutiny.
Account Associations
If a seller provides a list of buyer accounts used for fake reviews in an appeal, Amazon may remove reviews from all linked accounts.
Other Detection Methods
Even reviews from real buyers (e.g., foreign testers using personal accounts) can be removed if the accounts are flagged for excessive reviewing.
3,000 Reviews in a Day—Is Anyone Monitoring This?
Product reviews are crucial for conversions and seller performance. Some sellers resort to unethical tactics, including:
Offering compensation for positive reviews.
Creating fake accounts.
Merging "zombie listings" (e.g., combining unrelated products to inherit reviews).
A U.S. seller noted that some new listings gained more reviews in six months than their five-year-old products. Another European seller saw listings with 20,000+ reviews and 4.8-star ratings suddenly appear and dominate search rankings.
One seller admitted to paying for dozens of fake orders monthly, while a service provider revealed clients routinely request hundreds of fake reviews.
In 2023, Amazon blocked 250 million+ suspected fake reviews using AI and manual reviews. This rampant manipulation distorts fair competition, misleads shoppers, and harms honest sellers.
Crackdowns & Consequences
Amazon’s penalties range from review removal to account suspensions and frozen inventory.
A Shenzhen-based smart home seller was banned after just 3 fake reviews, losing $50,000+ in frozen stock.
The FTC now fines up to $50,000 per violation (≈¥350,000) for fake reviews.
Key Takeaways
Avoid fake reviews—Amazon’s detection is sophisticated.
Focus on organic growth—Use programs like Amazon Vine for legitimate reviews.
Monitor account health—Unnatural review patterns trigger bans.
Amazon’s strict policies and legal repercussions make fake reviews a high-risk gamble. Only ethical, long-term strategies ensure sustainable success.