The invention discloses a clear and non-reflective fecal sample appearance observation system. The system comprises a rack, a collection tube fixing device and an image capturing assembly, wherein the collection tube fixing device and the image capturing assembly are installed on the rack. The connection tube fixing device comprises an upper fixing plate, a liftable lower fixing plate and a matching part arranged between the upper fixing plate and the lower fixing plate; the upper fixing plate comprises a first body and a first rotating disc which can rotate relative to the first body; the lower fixing plate comprises a second body, a second rotating disc which can rotate relative to the second body, a worm wheel which is arranged to be coaxial with the second rotating disc, a worm matched with the worm wheel and an auxiliary regulation part matched with the matching part; the second rotating disc is matched with the first rotating disc to clamp a collection tube, and the auxiliary regulation part is arranged in a gap between a second body and a second rotating disc. The image capturing assembly comprises an image collector and light-emitting elements arranged around the image collector. The fecal sample appearance observation system is good in captured image quality, shadeless, clear and non-reflective.