Engaging customer reviews shapes Amazon seller performance by building trust, boosting rankings, and improving sales.
This is indispensable for all sellers who want to survive and thrive in this massive Amazon promotional marketplace, as billions of products targeting global consumers are now available online. It is also helpful to mention that one of the most effective ways to guide customers and influence sellers’ performance is through reviews. These reviews are useful, establish credibility, and help track the performance of potential buyers and Amazon bots.
Customer reviews are equivalent to traditional word-of-mouth advertising in online stores. Whenever those customers scroll through different products on Amazon, they are likely to choose products with beautiful and positive comments because they are sure that the results received were also positive. The main finding in the 2019 PowerReviews study is that an astonishing 97% of buyers read reviews before making a purchase decision. These signals also mean that a higher number of positive reviews makes sellers look more trustworthy and will lead other buyers to start buying the product.
However, if there are no such reviews or if they are all negative, then the seller’s reputation will be affected, and it will be challenging to convince potential buyers to buy. In particular, it is not uncommon for customers who purchase products from Amazon to compare their pros and cons while reading reviews on similar products. Despite this, negative feedback sellers with clear reviews can still maintain trust by responding to customer disappointments.
For example, Amazon’s A9 search algorithm considers product attributes when ranking the items displayed in search results; the most important attribute is the reviews left by customers. It is also important to note that products with higher ratings and more reviews appear on the first page of search results. This increases the visibility of the item or service, which is actually in direct proportion to sales, as most customers browse only on the first page.
Amazon often highlights sellers selling items with great reviews by giving them Amazon Choice or Best Seller icons, thereby increasing SoV and click-through rates. Selling a product that repeatedly garners positive feedback leads to higher rankings and effectively efficient sales performance.
This also helps sellers because customer reviews enable them to format their products better. Many sellers use the feedback received in reviews to modify descriptions, add necessary details, and even increase the quality of the products being sold. For example, suppose several reviews refer to the fact that a product is smaller than the size stated on the label. In that case, the seller can attach a size chart and add additional information to the product title or description. This helps to avoid not only cases where the customer will not be completely satisfied with the purchased products but also cases where the product will have to be returned.
It is also important to note the following. By constantly improving product descriptions based on reviews of that particular product, sellers can improve the description and receive less negative feedback in the future.
Furthermore, the contribution made by reviews goes far beyond just the product consumption process and the possibilities of using the skills, knowledge, and tools purchased to solve other problems. This is especially the case when a product item receives many positive comments, which eventually creates traffic for people who will want to do business with a certain company again and again. Reviews also enable the seller to gain or establish better brand recognition on the Amazon page, making the products well-known and trusted by many people.
This means that buyers will always find something to complain about, even about a great product. This is where the potential for a seller’s success or failure lies. Denying negative comments can exacerbate the problem and lead to more unhappy customers and a damaged brand.
Many active Amazon sellers try to reach out to unhappy customers with the help of an Amazon seller consultant or advisor to respond to negative reviews by sending messages in the review section or through the Amazon platform. This should reassure potential buyers of the seller and also show that the seller, or his Amazon seller advisor, is willing to step in if things go wrong.
Conclusion
Reviews are an integral part of an Amazon seller’s business model. They not only motivate people to make a purchase and introduce them to the service but also contribute to determining the website’s rank.
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