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Feedback and Product Reviews Impact Q4 Amazon Sales

by Liz Fickenscher

Liz Fickenscher joined Tinuiti's Q4 Amazon Advertising & Operations Summit to talk about seller reputation and how it can impact sales on the Amazon marketplace, especially in Q4. Topics covered included:

  • Impact of feedback on seller health on Amazon
  • How to get feedback on Amazon
  • The importance of product reviews on sales in Q4 on Amazon
  • How to get more product reviews on Amazon

Watch the video above to learn all about it!

Here is the webinar recap, written by Jeanne Croteau:

During Q4, your seller reputation matters more than ever. There’s simply no way to overestimate the importance of good feedback and product reviews. eComEngine’s Liz Fickenscher joined Tinuiti’s Q4 Amazon Advertising & Operations Summit to share tips and discuss key strategies for improving and maintaining seller account health and putting your business in a position to make the most of the busiest selling season of the year.

How Feedback and Reviews Impact Q4

The end of the season is fast approaching and you want to look your very best. With so many people shopping during the holiday season, Q4 is the best chance to have your products seen and purchased. The last thing you want is to give a bad first impression when traffic is at its highest.

Even if you feel like everything’s set, go through your product listings and images. Are they optimized? Are you putting your best foot forward? Are your product pages inviting? Are you making the most of the space provided to you? Take your time to make your descriptions clear so that buyers know exactly what to expect from your products.

This is the time to get proactive about managing your seller reputation so that your feedback and product reviews are working for you instead of against you. “The healthier your account, the more you can focus on the busy holiday season,” said Fickenscher. “If your seller health drops, you can lose privileges and even your account.”

What Causes Negative Feedback

After you’ve been in business for a while, you’ll know that there are people out there who aren’t happy with anything. They will complain about the most trivial issues, and you may not be able to do much about it. When their displeasure is drowned out by a chorus of happy customers, a little negative feedback won’t hurt you too much.

There are, however, legitimate reasons why buyers might be frustrated with the service you’ve provided. The following complaints are important to address year round, but they take on a whole new meaning in Q4:

  • Stockouts
  • Late shipments
  • Complicated returns
  • Items not as described
  • Wrong size or item
  • Product quality (and packaging)
  • Customer service issues

The smartest way to avoid negative feedback, therefore, is to get familiar with these common problems and tackle them ahead of time. After all, feedback is not about your product — it’s about how you’re performing as a seller. When issues arise, respond to customers in 24 hours (sooner is better!), commit to resolving the issue and then ask for the removal of the negative comment (note — this is allowed for feedback, but not for product reviews).

Tips to Get More Positive Feedback

The first thing you should do to get more positive feedback is give your customers what they want — an experience worth praising! Keep your inventory in stock, perfect your packaging, and be responsive when they have concerns. Overall, your goal should be to “wow” your buyers, especially during Q4 when competition can be unbelievably fierce.

When it comes to feedback, you want to ask for it wisely and consistently. Half of Amazon’s customers don’t leave feedback, so you need to make it easy for them. Optimize your subject lines so that they feel compelled to read your emails. If they don’t even open your campaigns, your efforts will fall flat.

It’s also essential that you understand the Amazon TOS to avoid doing something that could get you into trouble. "You can’t offer incentives. You can’t offer discounts in exchange for positive feedback or the removal of negative feedback," said Fickenscher. So, when you’re crafting your feedback requests, be sure to keep these guidelines in mind!

Asking for Product Reviews

Nearly 95% of shoppers read online reviews before making a purchase. In fact, that number might be even higher! Think about the last time you were researching an item. Didn’t you want to see what others were saying before buying it? In the online retail space, having positive product reviews can make or break your Amazon business.

Much like feedback, you should be asking for reviews consistently. Remember that some people shop on Amazon every single day, so be clear about what you’re asking. Provide details about the order to help them remember the transaction. You can’t ever ask anyone to change or remove product reviews. “Unfortunately, if you get a bad one and it’s legit, it will be near impossible to have it removed,” Liz says.

What can you do instead? Don’t let a couple bad reviews ruin your Q4 success! Immediately respond to each and every negative product review in-line on the product page. Show potential buyers that you are invested in providing great customer service, apologize and provide an explanation for what went wrong. Be accountable and engaging in order to best protect your brand and seller reputation during the busiest selling season of the year.

Originally published on August 15, 2019, updated August 28, 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.

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