diff --git a/docs/AI_INTELLIGENCE_MODULE_SOT.md b/docs/AI_INTELLIGENCE_MODULE_SOT.md
index d68599c..ca7adf2 100644
--- a/docs/AI_INTELLIGENCE_MODULE_SOT.md
+++ b/docs/AI_INTELLIGENCE_MODULE_SOT.md
@@ -344,6 +344,7 @@ LEFT JOIN competitor_prices cp
 - `CompetitorPriceFeeder.run_expired_identity_refresh()` 會優先刷新已通過 `identity_v2` 但 TTL 過期的 PChome row：直接用既有 `competitor_product_id` 批次呼叫 PChome 商品 API，再用新版 matcher 重新驗證名稱/規格/價格 sanity，通過後寫回 `competitor_prices` 與 `competitor_price_history`。這條路徑提升新鮮價格覆蓋率，但不降低 match threshold，也不讓過期價格直接進入決策。
 - `marketplace_product_matcher.py` 的擴充只能走「正向證據 + 反向 veto」：品牌一致、商品線/型號訊號強、價格合理且無 hard veto 時才允許 `strong_product_line_match` 加分；補充瓶/補充包/refill 與一般正裝不互相配對，分享組/加量組/明星組等組合包不得誤配單品。
 - PChome feeder 的外部 request timeout 由 `PCHOME_FEEDER_TIMEOUT` 控制，預設 12 秒；排程不得因單一 PChome 搜尋 API timeout 被拖到數分鐘。
+- 商品看板的 PChome 狀態必須把 matcher 診斷原因翻成可行動語意：品牌衝突、規格衝突、補充包差異、組合差異、商品線不符等，不可只顯示籠統「待比對」或「身份否決」。
 - Dashboard 必須把「待比對」拆成可診斷狀態：`價格過期待刷新`、`舊版配對待重驗`、`低分配對待審`、`身份否決`、`找不到同款`、`抓取異常`、`尚未搜尋`。不可再用單一「待比對」掩蓋資料品質原因。
 
 ### 執行方式
diff --git a/routes/dashboard_routes.py b/routes/dashboard_routes.py
index 4e62a5f..06ee401 100644
--- a/routes/dashboard_routes.py
+++ b/routes/dashboard_routes.py
@@ -62,6 +62,24 @@ def _to_float(value):
         return None
 
 
+def _diagnostic_match_rejection_label(diagnostic_text, score_text, *, blocked=True):
+    diagnostic_text = diagnostic_text or ''
+    suffix = '已停止自動採用' if blocked else '不自動採用以避免錯配'
+    if 'refill_pack_conflict' in diagnostic_text:
+        return '補充包差異待審', f'{score_text}，補充瓶/補充包與一般正裝不同，{suffix}'
+    if any(token in diagnostic_text for token in ('bundle_offer_conflict', 'multi_component_conflict')):
+        return '組合差異待審', f'{score_text}，組合包/多件組與單品不同，{suffix}'
+    if 'brand_conflict' in diagnostic_text:
+        return '品牌衝突待審', f'{score_text}，品牌不一致，{suffix}'
+    if any(token in diagnostic_text for token in ('volume_conflict', 'weight_conflict', 'count_conflict', 'component_count_conflict')):
+        return '規格衝突待審', f'{score_text}，容量/件數不一致，{suffix}'
+    if 'type_conflict' in diagnostic_text:
+        return '品類衝突待審', f'{score_text}，品類不一致，{suffix}'
+    if 'product_line_conflict' in diagnostic_text:
+        return '商品線不符待審', f'{score_text}，商品線訊號不足，{suffix}'
+    return '身份否決' if blocked else '低信心待審', f'{score_text}，{suffix}'
+
+
 def _build_pchome_match_status(attempt=None, ineligible=None):
     if attempt:
         status = attempt.get('attempt_status') or 'unknown'
@@ -86,10 +104,15 @@ def _build_pchome_match_status(attempt=None, ineligible=None):
         if status == 'identity_veto':
             score = _to_float(attempt.get('best_match_score'))
             score_text = f"最佳候選 {round(score * 100)}%" if score is not None else "已拒絕候選"
+            label, summary = _diagnostic_match_rejection_label(
+                attempt.get('error_message'),
+                score_text,
+                blocked=True,
+            )
             return {
-                'label': '身份否決',
+                'label': label,
                 'tone': 'neutral',
-                'summary': '新版 identity_v2 判定不是同款，已阻擋自動比價',
+                'summary': summary,
                 'detail': score_text,
             }
 
@@ -141,18 +164,11 @@ def _build_pchome_match_status(attempt=None, ineligible=None):
 
     if status == 'low_score':
         diagnostic_text = attempt.get('error_message') or ''
-        if 'brand_conflict' in diagnostic_text:
-            label = '品牌衝突待審'
-            summary = f'{score_text}，品牌不一致，已停止自動採用'
-        elif any(token in diagnostic_text for token in ('volume_conflict', 'weight_conflict', 'count_conflict')):
-            label = '規格衝突待審'
-            summary = f'{score_text}，容量/件數不一致，已停止自動採用'
-        elif 'type_conflict' in diagnostic_text:
-            label = '品類衝突待審'
-            summary = f'{score_text}，品類不一致，已停止自動採用'
-        else:
-            label = '低信心待審'
-            summary = f'{score_text}，不自動採用以避免錯配'
+        label, summary = _diagnostic_match_rejection_label(
+            diagnostic_text,
+            score_text,
+            blocked=False,
+        )
         return {
             'label': label,
             'tone': 'neutral',
diff --git a/tests/test_competitor_identity_revalidator.py b/tests/test_competitor_identity_revalidator.py
index cc748c9..c747955 100644
--- a/tests/test_competitor_identity_revalidator.py
+++ b/tests/test_competitor_identity_revalidator.py
@@ -63,3 +63,23 @@ def test_dashboard_match_status_distinguishes_expired_and_legacy_rows():
     assert expired["tone"] == "watch"
     assert legacy["label"] == "舊版配對待重驗"
     assert "identity_v2" in legacy["summary"]
+
+
+def test_dashboard_match_status_explains_identity_veto_reason():
+    from routes.dashboard_routes import _build_pchome_match_status
+
+    bundle = _build_pchome_match_status({
+        "attempt_status": "identity_veto",
+        "best_match_score": 0.32,
+        "error_message": "score=0.32; reasons=bundle_offer_conflict,product_line_conflict",
+    })
+    refill = _build_pchome_match_status({
+        "attempt_status": "identity_veto",
+        "best_match_score": 0.32,
+        "error_message": "score=0.32; reasons=refill_pack_conflict",
+    })
+
+    assert bundle["label"] == "組合差異待審"
+    assert "組合包/多件組" in bundle["summary"]
+    assert refill["label"] == "補充包差異待審"
+    assert "補充瓶/補充包" in refill["summary"]