The
company’s campaign is not intended to target China or any other country, according
to Cindy Tai, Amazon’s vice-president for Asia Global Selling, in an interview
with state-owned broadcaster China Central Television on Friday.
She also
indicated that the closures did not negatively impact the overall growth of
Chinese online merchants on Amazon. Tai’s interview marked the first time that
a senior Amazon executive has responded to recent actions against merchants
belonging to the “made in China, sold on Amazon” community, which have borne
the brunt of the platform’s recent crackdown against paid reviews and other
violations.
While
questionable practices like paying for positive reviews often go unchecked on
Chinese e-commerce platforms, Amazon kicked off an extensive clean-up campaign
in May that targeted such activities. This crackdown has affected tens of
thousands of Chinese merchants, according to a report in July by the trade
group Shenzhen Cross-Border E-commerce Association.
Amazon, however, has remained steadfast on its
campaign to punish product review abuses as a way to protect consumers’ rights.
Although the firm has officially banned “incentivised reviews” since 2016 and
has regularly taken action against such violations, the scale of its recent
crackdown appears unprecedented.
“Customers rely on the accuracy and
authenticity of product reviews to make informed purchasing decisions and we
have clear policies for both reviewers and selling partners that prohibit abuse
of our community features,” an Amazon spokesman said in an emailed statement.
“We suspend, ban and take legal action against those who violate these
policies, wherever they are in the world.”
He said Amazon “will continue to improve abuse
detection and take enforcement action against bad actors, including those that
knowingly engage in multiple and repeated policy violations, including review
abuse”.
Amazon’s crackdown has hit some of the biggest
Chinese brands on its platform, including Aukey, Mpow and Shenzhen Youkeshu
Technology Co. Youkeshu said more than 130 million yuan (US$20 million) of its
funds have been frozen by the US e-commerce giant.
The crackdown has prompted some Chinese
merchants to start investing more on other international online retail
platforms such as eBay and AliExpress, according to the Shenzhen Cross-Border
E-Commerce Association.
AliExpress, a global marketplace for overseas
consumers to buy directly from manufacturers and distributors in China, is a
major business under Alibaba Group Holding, owner of the South China Morning
Post.
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