为什么深圳SEO海外推广和跨境电商谷歌推广难学？亚马逊评分消失对卖家的影响分析
跨境热点：亚马逊产品评分消失？对卖家有何影响？
Cross-border Hot Topic: Amazon Product Ratings Disappeared? What's the Impact on Sellers?
近日，亚马逊在前台进行了一项重要的功能测试，引起了广泛关注，即在搜索结果页面，不再显示商品的星级和评分数据。这一测试，虽然并未透露具体的测时间和结果，但其一旦实施，必然会对卖家造成巨大影响。因此对于跨境卖家来说，提前了解，并提前做好心理准备和预防措施，还是非常有必要的。
Recently, Amazon conducted an important feature test on the front end that has attracted widespread attention - the removal of product star ratings and review scores from search results pages. Although the specific test duration and results have not been disclosed, its potential implementation would undoubtedly have a significant impact on sellers. Therefore, it's crucial for cross-border sellers to understand this change in advance and make psychological preparations and preventive measures.
亚马逊评分消失的影响
Impact of Amazon Rating Disappearance
1、新产品机会增加：亚马逊上的高评分产品，因为已经积累了大量的积极评价，而占据市场优势，这就使得新上架的产品，想要出口会非常困难。而评分一旦消失，就有可能能够降低老牌产品的视觉优势，给新产品提供更加公平的竞争环境。
1. Increased Opportunities for New Products: Highly-rated products on Amazon have market advantages due to accumulated positive reviews, making it difficult for newly listed products to compete. The disappearance of ratings may reduce the visual advantage of established products, creating a more level playing field for new products.
2、减少恶意竞争：评分的存在，使得部分卖家不得不参与到刷分行列中，而搜索结果页评分消失，降低了评分对消费者选择的影响，这就能在一定程度上帮助卖家摆脱这一困扰。
2. Reduction of Malicious Competition: The existence of ratings forced some sellers to engage in review manipulation. The disappearance of ratings from search results reduces their influence on consumer choices, helping sellers break free from this issue to some extent.
3、价格竞争更加激烈：评分是消费者在购买决策过程中，重要的参考因素之一，评分的消失，会使得消费者更加依赖其他信息，如产品描述、品牌知名度、价格等。很显然，价格对于消费者的影响是最为明显的，那么这就很有可能会导致价格竞争越来越激烈，进而影响到卖家的利润空间。
3. More Intense Price Competition: Ratings are one of the key factors in consumer purchasing decisions. Their disappearance will make consumers rely more on other information like product descriptions, brand awareness, and price. This will likely lead to more intense price competition, affecting sellers' profit margins.
如何应对？
How to Respond?
1、优化产品描述和图片：在评分不再直接影响消费者首印象的情况下，卖家需要通过更加精细和吸引人的产品描述、高质量的图片和视频，来吸引消费者。
1. Optimize Product Descriptions and Images: With ratings no longer directly influencing first impressions, sellers need to attract consumers with more detailed and appealing product descriptions, high-quality images and videos.
2、加强品牌建设：利用社交媒体、内容营销等方式，来加强与消费者的沟通和互动，提升品牌的知名度和好感度。
2. Strengthen Brand Building: Use social media and content marketing to enhance communication and interaction with consumers, improving brand awareness and favorability.
3、利用广告和促销活动：在评分不可见的情况下，有效地使用亚马逊广告和参与促销活动可以帮助产品获得更多曝光。
3. Utilize Ads and Promotions: With invisible ratings, effectively using Amazon ads and participating in promotions can help products gain more exposure.
4、收集并展示用户反馈：虽然在搜索结果页看不到评分，但消费者仍然可以在产品详细页看到。因此，继续收集积极的客户反馈仍然非常重要。
4. Collect and Showcase User Feedback: Although ratings aren't visible in search results, consumers can still see them on product pages. Therefore, continuing to collect positive customer feedback remains crucial.
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