As an Amazon merchant, you serve two masters: Amazon.com, Inc. (“Amazon”) and your customer. Although Amazon shoppers are known for being bargain hunters, they are also searching for sellers with good reputations.
Positive product reviews provide a continuous loop of trust, which in turn fosters customers’ intentions to use Amazon again and purchase recommended products (from you).
So, how do you increase the number of product reviews for the items you sell? Here are three tips to elicit more — and better — product reviews on the Amazon marketplace.
1. Target Products & Reviewers
Some products may be better suited for reviews than others. Products with passionate users are natural candidates. Books and media or any other unique or self-manufactured products are good choices. As a general rule, the more commoditized a product, the less likely it is to generate comment.
Keep in mind that asking for product reviews might help the competition, too. For example, if you sell an item that is sold by other Amazon merchants, asking for product reviews may be counter-productive. The best case scenario is to ask for a product review on private label items or products branded to the seller.
Amazon itself courts top reviewers with free products through its Amazon Vine program. This practice makes sense: experienced reviewers are by definition more inclined to write than others. It's important to know that sellers cannot offer any sort of incentive or compensation in exchange for a review.
2. Give All Buyers the Option to Review
There are costs to the targeted approach. Finding potential writers, soliciting reviews and tracking requests takes time.
An alternative, enabled by FeedbackFive, is to send a follow up email after a purchase is made. You can request a product review or seller feedback. FeedbackFive automates this process for sellers and allows them to personalize their emails with professionally designed templates, product images and much more.
In the second step of the FeedbackFive email-builder tool, users can select what type of content they want to include in their solicitation email. Selecting the option to “include product review link” adds a customized link to the email. The link makes it easy for a buyer to submit a review of the purchased product. It also helps the buyer to distinguish a product review from seller feedback.
3. Review the Review
Over time, you may encounter reviews that violate Amazon rules or merit commentary or response. In the first case, notify Amazon’s Customer Discussions team. There are several reported cases of Amazon taking steps to enforce rules against paid reviews, sock-puppet accounts and other prohibited practices.
Also, keep a close eye on the product reviews that are coming in. This can help you ensure that you’re selling products people appreciate and want.
Getting Positive Amazon Reviews Can Really Add Up
In closing, positive feedback matters, of course – but so do product reviews. They can:
Promote a “virtuous cycle” of trust
Increase product visibility on the Amazon marketplace
Convey useful feedback about products
Alert you to errors in a listing
Allow buyers to vent outside of seller feedback
In other words, product reviews can have a healthy impact on your business through improved customer service, increased visibility, tighter reputation management, and even increased sales.
Originally published on November 21, 2014, updated January 20, 2020
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.