When you went into the Amazon sales business, you probably thought that your biggest sales person would be yourself, followed closely by Amazon. After all, you are the one responsible for ensuring that your product looks and sounds enticing, and lives up to its description; and Amazon is the one responsible for providing the market and visibility to buyers.
But both of these assumptions are false. When you begin your businesses as an Amazon seller, your number one salesperson instantly becomes: your customer. This is because of the way that websites like Amazon, Yelp, and Angie’s List have completely changed how customers see reviews. More consumers than ever count on reviews to help them make their purchasing decisions.
For your business, this means that you need to have a strategy in place to ensure that you are getting the best reviews you possibly can. Amazon has made it clear that they won’t tolerate sellers buying or creating fake reviews, and offering incentives to your buyers in exchange for good reviews is against Amazon’s seller policies. But there are many ways that you can indirectly affect reviews in order to see an increase in 4- and 5-star ratings.
Sell the Right Product
If you are just starting out as an Amazon seller, or perhaps you are a veteran who is looking into new products to add to their store, it’s important to look at the product reviews before you begin listing a product.
Because Amazon is a totally product-centric marketplace, you can’t separate reviews for the specific product you sold, from the reviews for the same product sold by another seller. And if that seller offered bad customer service, or their product was inferior in some way, that review will reflect on you.
If you are considering offering Product A, but your research shows that Product A consistently receives three stars or less, it would be in your best interest to choose a different product to sell. Amazon’s review system is very hard to change once the trend has begun to drift in a negative direction.
Review Your Reviews – and Your Feedback
While you may not be able to do much about a bad review or bad seller feedback after it has been left, you can use those evaluations to help you get fewer in the future. For example, if you notice that more than one review or feedback evaluation has mentioned a problem with the shipping container, you may be able to immediately change your shipment methods in order to stop a few bad reviews from becoming a trend.
This is where a tool like FeedbackEmails can come in handy. Seller feedback can be reviewed and managed through your account, so that you can always keep an eye on any problems as they arise.
Use Good Reviews to Your Advantage
If you have a website, a social media presence, or some other storefront online, you should be utilizing your good reviews as part of your marketing. Now, you may wonder what this has to do with getting better reviews. The power of suggestion is a much more active player in customer behavior than you realize.
In fact, many studies show that positive suggestion through reviews can actually change what a consumer expects of a product. If they purchase a product already predisposed to the suggestion that it’s amazing, they are more likely to leave a review that agrees with that assessment.
Display your best reviews on all the online channels you have available, and be sure to highlight the ones that praise your customer service as well as the quality of your products.
Make It Easy
According to a Zendesk survey, 90% of online shoppers will change their minds about a purchase based on a review. But according to the White House Office of Consumer Affairs, just one in 27 customers ever leave a review on a product or business once they have received their order. That’s a pretty staggering difference, and it shows just how hard it is to get good reviews on a consistent basis.
One of the best ways to improve your chances at getting product reviews on Amazon is to make it incredibly easy for your buyers. Now, Amazon itself already does some of this for you, prompting buyers to review their purchases when they log in or go to their account page. But you can make it even easier for them.
When you send your feedback request email, in order to get seller feedback, you can also include a link to the product page, and an invitation to review the product directly. Many Amazon buyers don’t even realize that there is a difference, so by pointing it out, and by providing the link to the product, you make it very simple for the buyer to follow through.
This final step is the best way to get return customers. Loyal buyers are more likely to leave reviews in general, and are also more likely to say great things based on their overall experiences with you. When a customer takes the time to leave a good review, or to submit good feedback for your seller profile, be sure that you offer your thanks.
This can be as simple as sending an email, but don’t forget to use your social media profiles and websites to post messages of your gratitude as well. Ensure that your loyal buyers know that you notice their words, and that you appreciate them. If nothing else, it makes it harder for a repeat customer to leave a bad review in the future, even if they have a bad experience. They are more likely to chalk it up to a fluke, based on their previously acknowledged good experience with you.
Simply by doing these five things, you can improve your chances at getting better Amazon product reviews. While some of these items require a bit of work on your part, some of them can also be automated through FeedbackEmails’ system. You can easily add a product review link in your feedback email request, and use the information you receive on feedback as a check and balance to help you monitor your product reviews as well.