越界代销惹恼独立商户！亚马逊(AMZN.US)AI卖货测试项目遭控诉

智通财经01-07

智通财经APP获悉，大约在圣诞节前后，Sarah Burzio注意到，她的文具生意在假日销售高峰期迎来了一些神秘的新客户——一连串来自与 Amazon.com Inc. 相关的匿名邮箱地址的订单。Sarah Burzio并未在这家零售巨头的网站上销售自己的产品，但她很快发现，亚马逊复制了她的产品清单，并以类似乱码后缀为buyforme.amazon的邮箱地址，代表亚马逊客户下单购买。她表示：“...

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Amazon (AMZN.US) AI selling test project accused","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"AMZN":1.96,"USAW.SI":0.6},"content_text":"智通财经APP获悉，大约在圣诞节前后，Sarah Burzio注意到，她的文具生意在假日销售高峰期迎来了一些神秘的新客户——一连串来自与 Amazon.com Inc. 相关的匿名邮箱地址的订单。Sarah Burzio并未在这家零售巨头的网站上销售自己的产品，但她很快发现，亚马逊复制了她的产品清单，并以类似乱码后缀为buyforme.amazon的邮箱地址，代表亚马逊客户下单购买。她表示：“说实话，我一开始并没有担心，因为我们确实在获得客户。”随后，投诉开始出现。由一款实验性的人工智能工具自动生成的亚马逊商品页面，并不总是与Sarah Burzio库存中的正确产品相匹配。有一次，一名消费者以为自己会收到一个垒球大小的减压球——这是Sarah Burzio的Hitchcock Paper Co.并不销售的产品——结果却收到了她位于北弗吉尼亚的店铺所售的更小版本。Sarah Burzio表示：“人们在订购这些圣诞礼物和节日礼物时收到了错误的商品，并要求退款。”“我们不得不解释，这是亚马逊在做这件事，不是我们这些小商户。我们完全是按照收到的订单履行发货的。”在圣诞节和新年之间，发现自家产品被列在亚马逊上的小店主和手工艺人开始在社交媒体上交流经历，并提醒同行注意。六位小店主表示，他们发现自己在毫不知情的情况下就在亚马逊的数字化市场上销售产品。一些人——尤其是那些刻意避开亚马逊的卖家——认为本应事先征得他们的同意。另一些人则指出，这件事颇具讽刺意味：亚马逊一方面使用AI工具在全网搜寻产品，另一方面却因Perplexity AI使用类似技术在亚马逊上购买产品而起诉对方。Perplexity否认有不当行为，并称亚马逊是“霸凌者”。这些有争议的亚马逊自动生成商品页面，旨在让消费者购买其他零售商所销售的产品。虽然这一策略可能为独立卖家带来原本无法获得的销售，但它也引发了关于客户关系归属以及问题发生时由谁承担责任的疑问。一些零售商表示，这些页面展示了错误的产品图片，或错误地标示了批发价格。使用Shopify电商工具的商家称，该系统将亚马逊的自动化购买标记为潜在欺诈行为。新墨西哥州圣菲市的珠宝艺术家Karla Hackman在艺术家社交媒体群中看到警告后，发现自己的几件作品出现在亚马逊上。她表示：“我是一个人单打独斗。如果突然出现100个订单，我未必应付得来。当有人拿走你专有的、受版权保护的作品时，本应征求我的意见。这是我的生意，不是他们的生意。”在一份声明中，亚马逊发言人Maxine Tagay表示，卖家可以自由选择退出。她表示，亚马逊的两项计划——Shop Direct(链接至其他零售商网站完成购买)以及Buy For Me(复制商品页面并在不离开亚马逊的情况下完成购买)——“都是我们正在测试的项目，旨在帮助消费者发现目前未在亚马逊自营商店销售的品牌和产品，同时帮助企业触达新客户并推动增量销售。”她在邮件声明中表示：“我们已收到关于这些项目的积极反馈。”不过，Maxine Tagay并未说明为何在未通知卖家的情况下将其纳入这些项目。她补充称，Buy For Me所涵盖的商品数量已超过50万件，而该项目在去年4月上线时约为6.5万件。独立卖家Chua表示，在她向一个支持邮箱——branddirect@amazon.com——发送邮件后，她的产品已被从亚马逊下架，而她从未打算在亚马逊上销售。她表示：“我就是不想让我的产品出现在那里。这些产品是我们自己设计、自己采购的，那不是我们想去的地方。这就好比Airbnb突然出现，未经你允许就试图把你的房子挂牌出售。”Chua还称，她已接到一位知识产权律师的来电。截至周二中午，已有187名其他商家填写了她设置的一份调查问卷，以了解亚马逊未经请求上架商品的情况究竟有多普遍。填写该问卷的人中包括Amanda Stewart，她是总部位于盐湖城的零售商Mochi Kids的创始人。多年来，她一直无视亚马逊方面邀请其入驻平台的请求，但上周却发现，她的大部分库存无论如何都被列在了亚马逊上。她的订单记录显示，有十多笔交易来自神秘的亚马逊地址。她表示：“我们的整个产品目录都在上面了，我真的非常震惊。”Amanda Stewart担心，这些商品页面可能侵犯产品照片的版权、或违反她与自身供应商(其中大多也是独立品牌)之间禁止在亚马逊转售产品的协议。多年来，亚马逊一直邀请独立商家在其平台上销售商品，而如今这类商家约占亚马逊销售额的60%。这些商家是主动与亚马逊合作的，直接管理自己的商品页面，并向亚马逊支付销售佣金。独立分析师、长期跟踪亚马逊市场的Juozas Kaziukėnas表示，而如今这种做法——实质上是在某些情况下未经商家知情就将其“纳入”亚马逊商店——似乎前所未有。Juozas Kaziukėnas表示：“他们似乎变得更加激进，开始引入并未选择加入的品牌。他们只是把一大堆随机的电商网站纳入其中。这是一种非常混乱的方式，来强行启动这一功能。”当Sarah Burzio试图弄清楚亚马逊究竟在如何处理她的商品页面时，她拨打了亚马逊的客服热线。一名亚马逊客服人员要求她提供卖家账户编号——而Sarah Burzio从未拥有过这样的账户——随后还建议她先开设一个账户，并每月支付39美元，才能获得亚马逊的卖家支持。Sarah Burzio表示：“当事情开始出问题时，亚马逊并没有建立任何解决机制，完全就是‘我们替你把这件事做了，你应该感激，现在你自己去解决吧’。”","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"policyRegulatory","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2601844129","isCrawlerRequest":true}