用用户行为反馈训练模型生成推荐友好的描述，无需用户输入也能提升推荐效果。

Multimodal large language models (MLLMs) can convert multimodal item content into structured descriptions used as semantic features for recommendation. Conventional content-only generation, however, cannot use downstream user signals to determine which semantics should be emphasized. Recent user-conditioned methods incorporate these signals through user histories or profiles, but they require user information at inference and make generation user-dependent. In this paper, we introduce RecoReward, which instead uses behavior-derived rewards during training and preserves content-only inference. To instantiate this idea in live-stream recommendation, we treat historically engaged users as a proxy for future target users and use observational non-target users to estimate affinity shared broadly across users. The Recommender Affinity Score (RAS) contrasts these signals to provide user-selective feedback for reinforcement learning, allowing the learned policy to generate a single shared description without user inputs. In our offline benchmark, RecoReward-9B outperforms its Qwen3.5-9B baseline and all other evaluated models across seven recall metrics. Online A/B testing also shows performance gains. These results show that RecoReward trains the MLLM to produce item features that benefit downstream recommendation while retaining content-only serving.