Are you all taking steps to manage customer reviews on Amazon?
Amazon customer reviews are an area you must address in order to increase sales.
In this article, I’ll provide a clear explanation of everything from the benefits to the methods of managing Amazon customer reviews.
Please feel free to use this as a reference.
What Are Amazon Customer Reviews?
"Amazon Customer Reviews" refers to the opinions and feedback from customers that are published on product pages.
About 90 percent of usersThe influence of reviews is so great that there is even data showing that some people have decided to make or decline a purchase based on reviews.
Let’s gain a solid understanding of the reviews that influence users’ purchasing decisions and take appropriate action.
Types of Amazon Customer Reviews
There are two main types of Amazon customer reviews: “Seller Ratings” and “Product Reviews.”
I'll explain each one in turn.
Seller Ratings
"Seller Ratings" are ratings given to the seller separately from the item itself.
- ・About Packaging and Shipping Methods
- ・Regarding Responses to Messages from Sellers
- ・About the Condition of the Product
Posts like these are often made.
You can view "Seller Ratings" by clicking the "Seller" section on the product page.
Product Reviews
"Product reviews" are posted on product pages.
You can post by product (ASIN).
Previously, the display order was determined by the number of "Useful" buttons, but recently the system has been changed so that posts are now listed in order of most recent to oldest.
The Benefits of Building a Strong Collection of Amazon Customer Reviews
In addition to influencing users' purchasing decisions, there are many other benefits to taking steps to manage Amazon reviews.
Here are five examples.
① Improving the shopping cart conversion rate
Amazon has a rule of one page per item, so when you click [Add to Cart], you will be purchasing from the seller whose listing you have selected.
The cart acquisition rate refers to the percentage of users who add items to their cart when making a purchase.
Amazon's criteria for winning the shopping cart are as follows:
The order defect rate, cancellation rate, and shipping delay rate are used as metrics to determine eligibility for the Shopping Cart Box. If these metrics are favorable, the likelihood of being selected for the Shopping Cart Box increases.
Source:Amazon Seller Help
Seller ratings affect the "order defect rate" mentioned above.
Let's implement thorough review strategies to improve the cart conversion rate.
② Increasing Traffic
On Amazon, you can filter search results by review criteria on the search page.
No matter how good a product is, if it has zero reviews, it will be excluded from the filtered search results.
If there are no reviews or the reviews have low ratings, the chances of users finding your product decrease.
★Manage your reviews to maintain an average rating of 4 or higher so that your listing appears at the top of search results.
③ Improving the CVR
When you shop on Amazon, which product would you choose—A or B?
I’m sure you’ll check the product information as well, but I imagine most people would intuitively choose Product A.
As such, even if you increase traffic to your product pages, if you haven’t implemented strategies to encourage reviews, it won’t lead to actual purchases.
In addition to enhancing your product pages, implement strategies to manage reviews and maximize your conversion rate.
④ Improving SEO
The more reviews a page has, and the more of those reviews are highly rated, the more likely it is to be perceived as a high-quality page or product, which affects SEO.
The CVR mentioned above is also one of the SEO metrics.
▼Please check out this article for more information on SEO.
⑤ Can be used to improve products
Amazon reviews are a place where you can find feedback from users who have actually used the products.
In other words, both positive and negative reviews can provide insights for product improvement.
(Example of a shampoo product improvement)
- "・'The bottle is hard to use...' →"Improved to make it easier to pour the contents out of the bottle
- • “I don’t like the smell…” →Expanding the Variety of Scents
- • “I don’t know how to use it…” →Clearly state the instructions for use on the product page
By using reviews to improve your products, you’ll undoubtedly increase user satisfaction and see improvements in your average review score and conversion rate.
How to Get Amazon Customer Reviews
Next, I’ll explain how to get Amazon customer reviews.
Since Amazon has strict review policies, be sure to use their official tools to address any issues.
① Review Request
Amazon has a feature called "Review Requests" designed to encourage buyers to post reviews.
(Amazon Seller Central > Order Management > Click "Order Details")
By clicking "Request a Review," you can send a review request through the system.
Since you can submit a request with just one click, it’s easy to take steps to address reviews.
②Amazon Vine
What is “Amazon Vine”? It is a program that provides products free of charge to Amazon’s top reviewers in exchange for product reviews.
This applies to products that are registered under a brand and have fewer than 30 reviews on their product detail page.
Unlike review requests, this costs 20,000 yen (tax included) per ASIN, but the likelihood of a review being posted is higher with Amazon Vine.
(We plan to post 30 entries in total, but since some reviewers may not submit entries, the total number of posts may end up being 25 or 26.)
With both “Review Requests” and “Amazon Vine,” there is a possibility that negative reviews may be posted.
To earn high ratings, be sure to handle basic customer service properly before implementing the measures listed above.
Important Notes on Obtaining Amazon Customer Reviews
There are certain restrictions regarding Amazon customer reviews.
Violating the terms of service may result in your account being suspended, so please make sure you understand the terms before taking any action.
▼Prohibited Actions
- ・Contacting users directly
- ・Offering compensation for submitting reviews
etc.
Please check the official website for details.
(Source: Amazon Official Website “Prohibited Activities and Conduct for Sellers, and Compliance Requirements」）
Summary
In this article, we explained Amazon customer reviews, which are essential for maximizing sales.
Let's take the necessary steps after making sure we understand the terms and conditions.
