Customer Reviews: Are You Using The Right Language?

by Jeanne Croteau, on November 30, 2018

Whether you’ve recently started selling on Amazon or are an experienced merchant, you probably know that there are guidelines for everything. You may also realize that having customer reviews is extremely important to the success of your eCommerce business. It can be a little intimidating, therefore, to know how to strike the right balance when requesting customer reviews.

The bad news is that there is a wrong way to ask customers for reviews. The good news is that FeedbackFive makes it easy to come up with a campaign strategy that is both effective and compliant. (Note that it is within Amazon policy to ask for a product review.) Let’s talk some more about the language you could use when requesting reviews.

What Should I Say?

In the Seller Central forum, Amazon recently shared some information about their product review policies. When a seller asked for an example of acceptable language when requesting product reviews, Amazon suggested including the following content in communication to the buyer:

“Customers value reviews written by other customers who purchased this product. We would appreciate if you wrote a review that reflects your experience with the product."

Since this is a suggestion, the actual wording you use may vary, but it’s important to note some important things about this example. First, a goal of reviews is to be helpful to other customers. Second, you should never ask for a positive review. The comments need to be based on the customer’s actual experience and honest opinion.

Make it easy for buyers to leave a review by including an image of the item purchased in your message. You can also include a link to the product review page in your communication.

Why Are Reviews Important?

Think about the times you went shopping for something online. Before spending your hard-earned money, you probably took a look at the reviews and ratings. This is the virtual retail space’s equivalent of “word of mouth” and, like anything else, we like to know if others were satisfied with their experience before finalizing an order. Your potential customers feel the same way.

For Amazon sellers, especially those with a private label, reviews are important because they help with search results placement. A lot goes into Amazon SEO, but overall, products with better ratings and more reviews will rank higher in the search results. Sellers are trying to get their products on page 1 or even among the first few results on page 1 to boost sales, and reviews are a huge component in that.

As a seller, there’s a good chance that you will feel the sting of a negative review from time to time but, if you have a large number of positive reviews, the negative reviews won’t impact your business as much. Additionally, when your buyers share their experiences with your product, it gives you an opportunity to address issues and identify patterns so that you can take action proactively. All of this can go a long way towards building your brand and improving your online reputation.

Am I Doing This Right?

Asking for reviews can be tricky, time-consuming and discouraging. After all, it’s impossible to motivate customers to leave meaningful feedback if they aren’t even opening your emails! After sending countless messages into that virtual abyss, you might be left wondering what you’re doing wrong. At the same time, you may also be worried about making sure you are adhering to Amazon’s strict guidelines. It’s a lot to think about!

Fortunately, FeedbackFive takes the guesswork out of creating custom campaigns. Our ready-made templates make it easy for you to send a customer review request that is compliant with Amazon's guidelines. Best of all, you can test the effectiveness of your campaign, save your preferred settings and then automate the entire process. It just doesn’t get much easier than that!

Quick Recap

Creating a solicitation campaign can be stressful and confusing, but it doesn’t have to be. It is entirely possible to send effective and compliant, automated feedback requests but you need to remember the following:

  • Never ask for a positive review. Feedback should be based on the buyer’s honest opinion.
  • Do not only ask for reviews from buyers who had a positive experience or attempt to divert buyers who had a negative experience to a different feedback mechanism.
  • Reviews are important because they help other shoppers make informed decisions and provide valuable insight to sellers.
  • Good reviews can build your brand and online reputation.
  • FeedbackFive’s ready-made templates contain language that adheres to Amazon's guidelines and motivates buyers to leave reviews.

Try FeedbackFive

Less than 10% of Amazon buyers leave feedback and, unfortunately, customers who had a negative experience are more likely to share their complaints. Don’t put your company’s reputation in someone else’s hands. Take control of your online brand today.

FeedbackFive was designed specifically with the needs of Amazon merchants in mind. Our industry-leading feedback management tool will automate the process by sending engaging, compliant campaigns to earn you the positive reviews your business deserves.