9 Oct-2016

Keep Accumulating Product Reviews in the Post-Incentivized Review Era – by FeedbackExpress

Guest Blog by Chris Dunne from FeedbackExpress

Now that incentivized reviews have been banned, that leaves limited choices for how to get product reviews while staying within Amazon’s community guidelines. Did you know that less than 10% of all buyers leave feedback of any kind on Amazon? This can often be down to buyer apathy and misunderstandings around who buyers are purchasing from (in many cases they think it’s always Amazon that’s selling the goods) but the fact that 90% of buyers are ready to be tapped for product reviews, is a huge opportunity sellers can’t ignore.

The truth is, sellers simply don’t ask buyers for feedback often enough. And with many sellers receiving hundreds or thousands of orders per day, the only way to do this successfully, is to automate the process. Amazon is continuing its effort to combat fake reviews on its platform and several sites Amazon sued have already shut down. Sellers who Amazon claims used fake accounts to leave positive reviews on their own products are facing legal action. Even giving away your product for free in return for a review is against Amazon’s Terms of Service (ToS). And it’s very easy for Amazon to identify customers who left a review but didn’t purchase the product. It’s much better to approach this opportunity with an automated solution that’s fully compliant with the Amazon’s guidelines (that all sellers accept when they sign-up to the platform).

So, Why Do Reviews Matter?

Reviews can help persuade buyers to buy your product over others. According to a study by BrightLocal, 92% of consumers now read online reviews before making a buying decision. Studies have shown that consumers are more likely to buy something if others are telling us, it’s great. If ten people have left you a positive review. Great. But imagine if a 100 or a thousand buyers are telling the world your product or service is outstanding. Reviews directly affect your Amazon ranking, which affects your visibility. Review quantity and quality can make a big difference to your sales, profits and Buy Box chances. The most reviewed product in an Amazon category, is more often than not, also the best seller. The longer your competitors have more reviews than you do, the longer the perception remains that their product is superior in some way.

Positive reviews are one of the most important elements of a successful Amazon listing. They can persuade buyers currently undecided and help to assure consumers that you’re selling a quality product. On Amazon, the more positive reviews you can get, the merrier. For sellers who choose not to outsource feedback management to automated tools like FeedbackExpress, getting compliant product reviews can take a lot of time—time that we’re sure you’d prefer to spend elsewhere! With statistics showing that less than 10% of buyers will take the time to leave a review, many savvy Amazon sellers are now using software programs that automate the process of asking for reviews and seller feedback. 

What to Do When You Receive a Negative Feedback:

There are two types of feedback on Amazon, seller feedback and product reviews. Seller feedback is based on the level of service you’ve provided as a seller, whilst product reviews should be solely focused on the product you’ve supplied. It’s somewhat inevitable you’ll get a negative feedback or unfavorable product review at some point when you sell on Amazon. When this happens, we would advise all sellers to take a bit of time to cool down and look at the review objectively. Is there any merit in it? Is there anything you could have done better? Is the review in the right place? When you receive a negative review, you should examine if it’s against Amazon’s guidelines. Amazon will remove feedback where the reviewer has used “obscene language” or included “personally identifiable information”. Transaction feedback that contains an Amazon product review can also be removed easily from your feedback profile, as according to Amazon’s guidelines, these should be added to the product review section.

If you think the review infringes on Amazon’s guidelines, you can send a message to Seller Central and ask them to remove it, so it doesn’t impact on your feedback score. If it’s not against Amazon’s guidelines, don’t worry, you may still be able to get it removed, with the right approach. Look at the issue the buyer had and see if there’s anything you can do to resolve it. A buyer can adjust/remove their feedback up to 60 days after they post it, so try to be accommodating to resolve the issue.

2 Amazing Ways to Get More Positive Amazon Reviews:

  1. Provide honest product descriptions.

Don’t set unrealistic expectations in your product descriptions by using over-the-top superlatives. Provide clear, accurate descriptions and photos and let your product and the reviews speak for themselves.

  1. Pro-actively contact buyers after purchase.

Remember, it is against Amazon’s policies to directly ask for five-star reviews but you can ask buyers to leave feedback and the best way to do that is to be proactive is offering assistance with a buyer’s purchase. Ensure you include ways for customers to contact you if they’re not satisfied. That way, you may be able to fend off a negative feedback before it even appears. The more personal it is, the better. Many buyers think they’re buying directly from Amazon and do not realise they’re buying from third-parties.

About the author:

Chris Dunne is a huge football fan, craft beer lover and marketing executive at FeedbackExpress, Amazon feedback software.