Customer reviews (ratings) play an important role in e-commerce, since the potential buyer cannot test or even touch the product on the Internet. Thus in order to make a purchase decision, many potential customers rely on the available reviews.
Reviews can not only help, but also harm a product if they are mostly negative. In this post, we will give you tips on how you can get positive reviews and how you should deal with negative reviews.
Because Amazon reviews play an important role, Amazon has established special guidelines that govern the handling of reviews. Compliance with the current customer review guidelines at Amazon is essential for retailers. In the worst case, a breach of such provisions may result in the closure of the seller’s account.
The following points are particularly relevant:
Especially with new products, it is not always easy to generate the first reviews. No purchases without reviews, no reviews without purchases. A chicken and egg problem.
Figure 1: Especially honest and positive reviews are mostly colloquial and brief.
Strictly speaking, there is only one way for manufacturers and retailers to actively generate reviews. For a fee, both Amazon vendors and Amazon seller can order product reviews at the Amazon Vine - Club of product testers.
The product testers receive the product free of charge if a retailer has approved a certain number of products for testing. The review is also marked as a Vine-review.
Moreover, many methods can be applied to achieve positive reviews. However, they are illegal. According to Amazon, some of the methods are clearly considered inadmissible, whereas other methods are more likely to be assigned to a gray area. These include:
Figure 2: A glance at the reviewers profile reveals the user's activity – German example.
If you are unsure whether the product has real or fake reviews, there are some helpful tips to help you identify fake reviews:
What happens if a product has received negative reviews? In such case, retailers must take action and give factual comments on such negative reviews. In addition, an attempt should be made to solve the problem. If communication can be established with the reviewer and a solution is found (replacement product, refund, etc.), an attempt can be made to convince the reviewer to adapt the submitted rating.
To avoid negative reviews before they occur, consider the following:
In order to be able to react to negative reviews, it is necessary to quickly become aware of new reviews. This can be done either as a part of a manual inspection, or can have your products monitored by an Amazon monitoring tool. Even with mid-sized product portfolios, manual monitoring is often impossible and very time consuming.
These tools can monitor all your products on a daily basis and will alert you as soon as new ratings have been posted or reviews have been changed.
However you choose to approach the subject of reviews on Amazon, it is important that you do it, because once negative reviews prevail, the sales will be considerably affected.
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Published on 06/11/2021 by Trutz Fries.
Trutz Fries is founder and CEO of AMALYTIX, an Amazon monitoring tool for sellers and vendors. He is also CEO and co-founder of the Amazon agency REVOIC. In this context, he helps manufacturers and merchants sell more on Amazon.