Set the Table for an Uptick in Amazon Chatter
We all know that Q4 is the busiest time of year for Amazon sellers. Each new holiday season brings a record-setting number of Buy Box clicks, which also (hopefully) translates into record-setting profitability for third-party merchants like you.
With this inevitable surge in sales volume, smart sellers use Q3 as a time to prepare for the equally inevitable uptick in Amazon chatter - that is, an increased volume of seller feedback and product reviews.
In this post, we'll share a few simple tips to fully capitalize on all the buzz.
Optimize Your Customer Follow-Up Sequence
You're a smart person, which means that you've already automated your Amazon customer engagement process via FeedbackFive campaigns. The days of manually asking customers to share their experiences are long behind you. FeedbackFive works like clockwork, ensuring each buyer is followed up with in a timely fashion.
Although some sellers take a "set it and forget it" approach, forward-thinking merchants like you are never satisfied with the status quo. Take, for example, that custom product bundle that you launched earlier this year. Initial demand has been strong, but you'd really love to boost the number of customer reviews. After digging into your campaign analytics, you determine that a custom campaign could be beneficial. You own the entire reputation for this particular ASIN (both reviews and feedback), which makes it even more of a strategic priority for your business.
FeedbackFive offers the flexibility that you need to manage your entire Amazon reputation. For your product bundle campaign, you might ask your graphic designer to log in and create a customized email template, featuring targeted graphics and copy. As an Enterprise user, you have access to unlimited FeedbackFive campaigns, making it possible to test different languages, delivery rules, subject lines and other criteria. Fine tune your campaign by mixing and matching triggers, such as:
- Order dates
- Delivery dates
- Whether feedback has been received (or not)
- Prior email activity
- Prior campaigns activity
With your bundle-specific campaign, you'll be in a much better spot to capture more feedback and reviews this holiday season.
Tip: Don't just stop there! Look for other ways to optimize your existing campaigns. Remember, Enterprise users get unlimited plans, so what are you waiting for?
Enable Alerts for Negative Ratings
If you sell on the Amazon marketplace, you're going to encounter a few unhappy customers. That just comes with the territory.
As a FeedbackFive customer (at Pro and Enterprise levels), you'll be ready for the occasional negative Amazon rating. Just log in to your account and enable negative feedback alerts. Once enabled, you'll start receiving text messages (and/or emails) each time a negative rating is provided. From there you can follow up manually with each dissatisfied customer to rectify the situation. (Just be sure to stay within Amazon guidelines when doing so.)
Time is of the essence when dealing with negative feedback. In fact, Amazon.com, Inc. points out here that, "Our research shows that orders with messages responded to within 24 hours receive 50% less negative feedback compared to orders with messages responded to after more than 24 hours." FeedbackFive alerts make it more feasible to respond within Amazon's desired 24-hour response window; they also improve your chances of preventing and/or removing negative ratings.
Set Aside Time to See the "Big Picture"
Tweaking individual campaigns, creating product-specific templates and enabling alerts is a great start. However, you should also make time (especially leading up to Q4) to consider the bigger picture. Remember, your FeedbackFive does the number crunching for you, packing your dashboard full of helpful metrics. Each time you log in, you're presented with a myriad of helpful charts, graphs and data points, including:
- Email and order volume
- Exclusion data
Are you trending in the right direction? If not, is a specific product or campaign negatively contributing to your overall reputation? FeedbackFive offers an at-a-glance view of your Amazon footprint, allowing you to correct problems and outflank the competition.
Ready for the Uptick?
Amazon buyers want great products and unbelievable service. Your company delivers both, but you need a more reliable workflow to convert customers into reviewers. Invest time in your workflow now, and you might be amazed at the results this holiday season!
Originally published on September 12, 2017, updated July 7, 2019
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.