Harnessing the Power of Your Online Reviews

Unlike many of us when we were younger, online shoppers seem to actually like doing their homework. While much of this research is devoted to price comparisons and top feature analyses, consumers are also looking to product reviews like never before. It makes sense — they’re ripe with product information, and when you can’t physically interact with an item, why not get the opinion of those who have? 

Plenty of shoppers seem to agree. Today, 90% of consumers read online reviews before making a purchase. They trust them, too — 88% of people consider product ratings to be just as reliable as recommendations from family and friends.

Clearly, reviews hold a lot of weight with customers. But what’s their impact on your business and how can you harness their incredible power on the Amazon marketplace in particular more effectively? Let’s take a closer look.

Why reviews matter for online sellers

Reviews aren’t just helpful for consumers — they’re also a really big deal for brands. Improving your online ratings can directly affect your conversion rate, credibility with customers, and overall web presence.

Quality reviews increase your sales potential for the simple fact that buyers want to purchase products with good reviews. The social proof that they offer, both positive and negative, is invaluable for shoppers when they can’t examine a product for themselves. This is why Zembula’s ratings and reviews feature is such an effective marketing tool — shoppers really respond to what people in their shoes have to say about a potential purchase.

But in order for people to form an opinion about your products, they first have to be able to find them. Online reviews aren’t just restricted to a certain marketplace; they also show up in online search results. Reviews can be very helpful for improving your SEO, especially on Google, and connect more people to your products. This will go a long way toward improving your brand recognition, too. 

What’s different about Amazon reviews?

While product reviews are vital across all of eCommerce, they really take prominence on Amazon. The marketplace has amassed millions of reviews from shoppers all over the world, making it a highly sought after source of product information. Around 46% of consumers start their shopping on Amazon for this exact reason. And you can probably guess where a lot of their attention is going — Amazon puts your review report card front and center for everyone to see.

With one quick glance at the review summary, shoppers can gauge the quality of your product and decide whether or not it’s worth a closer look. Review comments are also incredibly valuable, as shoppers can provide more in-depth detail about the item and submit a photo or video of it in action.

But before you ramp up your Amazon review game, there are a few key things you need to know.

1) You must follow Amazon’s review guidelines

The marketplace has strict rules about reviews, with the biggest one of all being you cannot incentivize shoppers to leave good ratings. That means no free products, discounts on future purchases, or other small gifts sent as post-purchase thank yous. Another rule to be aware of is Amazon’s stance on the use of its reviews. While you may be tempted to use Amazon reviews in your emails or other marketing content, the marketplace prohibits this unless you receive permission from the reviewer as they technically own its copyright. 

2) There are certain ways to get them

Amazon allows sellers to solicit for reviews, but again, you must play by the rules. There are a handful of Amazon-compliant ways that you may request ratings: Amazon’s Request a Review button or Buyer-Seller Messaging system, product insert cards, the Amazon Vine program, or third-party feedback and review software like eComEngine’s FeedbackFive, which automates Amazon review requests on your behalf to help you reach more buyers. 

3) Amazon rewards your review efforts

The Amazon algorithm helps determine where products are shown in Amazon search results. Having a steady stream of recent and relevant reviews from satisfied customers is exactly what the algorithm wants, and it will reward you with a higher ranking if you can achieve this. Getting on the first page of Amazon’s search results exponentially increases your chances of making a sale as most shoppers aren’t looking past Page 1.

Why should I be monitoring my Amazon reviews?

It’s easy to think of reviews as a numbers game -— you want all that you can get. However, there’s more to them than meets the eye. The most successful Amazon sellers know that reviews are also an invaluable source of information that can shape everything from your inventory decisions to how you do business in general.

As such, review monitoring should be a regular part of your routine. Here are three key reasons why.

Learn how to improve your products and curb negative reviews.

Do multiple reviews mention the same product issue? This is a problem that you’ll want to solve. It could warrant a chat with your supplier about switching materials or even lead to a total design change. If the problem is widespread enough, you may need to remove the product from your inventory altogether. The issue could also lie within your product listing — is something there misleading customers and causing an increase in negative reviews? 

Identify new product opportunities or ways to bundle existing items.

Amazon shoppers are some of the savviest out there. They’re vocal about what works, and what doesn’t. Use this to your advantage! Your next great product idea could be sparked from something said in your reviews. Or, if a buyer suggests that something is missing or the product experience could be better, a complementary product in a bundle could also fill that gap and be a big hit.

Stay informed of your competitors and discover how to stand out.

You don’t just want to monitor your own Amazon reviews. Keeping an eye on those of a few close competitors can also offer helpful intel for new product ideas or ways to improve your own offerings. 

How to analyze your Amazon reviews

While you can manually check individual reviews in Seller Central or make your own spreadsheet to keep track, there is an easier way. FeedbackFive is also a highly effective review monitoring tool that can save you a ton of time and effort.

It works like this: simply input the ASINs you wish to monitor (they can even be from competitors!) into FeedbackFive and the secure, cloud-based software will begin tracking them and display a complete 90-day review history. Use the search bar and custom filters to look for specific words or information, and click on the product to access more in-depth review data that will be helpful for identifying problematic SKUs. You can even set up alerts for new ratings so you can start your analysis right away and/or contact buyers about negative reviews, a key benefit reserved for sellers enrolled in the Amazon Brand Registry. 

Don’t know where to start? It may be helpful to first sort your products into three categories: top performers, low performers, and steady sellers. See what you can learn about each group, and don’t forget to look for suspicious review activity as you go. 

Build a Better Review Strategy Today

Reviews are critical to the continued success of your products and your brand. But once you get them, the work doesn’t stop there. To truly harness the power of your reviews, you’ll want to analyze what is being said so you can make any necessary changes to your products or business practices. Surpassing buyer expectations is still the preeminent way to receive more positive ratings.

If you need more help getting and analyzing your reviews, eComEngine has the tools and support you need. Just get in touch!