Amanda used to work as a marketing manager in an advertising energy. She was a rising star in the industry. But, she has to give up her job after she gave birth to her twins.
To help her husband out, Amanda built an online toy store on Amazon. It was a smash. She sells more than 300 items a month and earns a monthly profit of more than $5,000. She was getting rave reviews. Then, one day, she got a one-star rating from an angry customer. This particular customer was dissatisfied with the product.
Amanda didn’t get an order the next day. Her sales numbers start to drop and her profit was cut into half.
A one-star Amazon product review can drag down your ratings and can potentially damage your product’s reputation. It can ruin your credibility as a seller. Your sales could plummet.
You see, 95 percent of online shoppers read the reviews before buying a product. According to a study conducted in 2017, ninety seven percent of online shoppers say that reviews influence their purchasing decisions. Around 35 percent of shoppers say that one bad review can make them decide not to buy the product. It’s like social affirmation of your buying decision.
Word-of -mouth is still the most powerful marketing strategy. It can make or break you. A few negative reviews can potentially destroy all your marketing and branding efforts.
To optimize your sales and brand equity, you have to learn how to manage your Amazon reviews. You need to encourage good reviews and keep the bad ones at a minimum.
How to Get Reviews on Amazon
Let’s say that you’re not getting reviews on Amazon. You may be thinking that this is a good thing because at least you don’t have to deal with a negative review. Well, here’s the truth – not getting reviews is just as bad as getting an unfavorable review. You see, 92 percent of online shoppers hesitate to buy a product if there are no reviews.
To reap the amazing benefits of word-of-mouth marketing, you must get customer reviews. But, getting reviews is not as easy as you think. You see, most online shoppers don’t take the time to review a product, especially if they’re pretty satisfied with it.
Here’s how you can get Amazon reviews:
1. Enroll in the Early Reviewer Program.
The Early Reviewer Program is a system that encourages customers to write a review for products with less than five reviews.
After a customer purchases a product, Amazon sends him an email asking for a review in exchange for a $3 gift card.
But, take note that this program is not for free. It costs $60 and you have to pay that amount after you get your first review.
2. Use the Amazon Order Feedback System.
Set up your Amazon seller account to automatically send feedback request messages after an order delivery. You can customize your message, but avoid soliciting good reviews. Avoid writing something like “leave a 5 star rating if you like our product”. That can get you into trouble.
3. Use product inserts.
You can place physical inserts inside the package encouraging customers to leave you a review. But, be careful. Don’t use a product insert saying “You will get a lifetime warranty if you are going to leave a review”.
If you’re going to use inserts, include step-by-step instructions for writing product reviews.
4. Join Amazon Vine Program.
The Vine Program is a premium feature that helps Amazon sellers increase your product reviews. Huge companies like Microsoft, Philips, Samsung, Harper Collins, and Olympus have used this service in the past.
You can sign up to Vine for a specific fee and then, you can add up to 20 free or discounted products. Amazon will then invite top and high quality reviewers to use and review your products.
Getting a positive review from top reviewers can do wonders to your brand reputation. Why? Well, these reviewers usually write spectacular, articulate, and meticulous product reviews.
5. Use Amazon trader review sites.
Trader review sites such as AMZ Special, Vipon, and SnagShout can help you secure more reviews for a few dollars per month.
Keep in mind that using trader review sites has pros and cons. It’s great because it generates more reviews than the organic method. It also increases your product’s visibility and discoverability. But, there’s no guarantee that you’ll get positive reviews. This means that your product is not that awesome, you’ll end up having a lot of negative reviews.
6. Do not break the rules.
Remember that it’s okay to ask for customer feedback, but you cannot offer an incentive or a discount for providing feedback.
How to Handle Bad Amazon Reviews
A bad review is extremely disappointing, especially if you think that you don’t deserve it. The worst thing that you can do when you receive a bad review is to ignore it.
Here’s what you can do to handle unpleasant reviews:
1. Do not panic.
Once you see a bad review, take a deep breath. Don’t be too defensive. Check the review thoroughly and ask yourself some questions. Is this a legitimate customer review or is this from your competitors? What made the customer unsatisfied? Does this review have anything to do with Amazon’s term of service? How can this feedback help you improve your products?
2. Ask Amazon to remove the review.
So, you’re probably wondering how to remove negative feedback on Amazon. If you feel that the bad review is untruthful or unfair, you can ask Amazon to remove it.
You can simply go to your seller account dashboard. Go to ‘customers and orders’ and then go to ‘product ID’. Follow the instructions on how to file a review removal request.
You need to keep your message as concise and direct as possible. Don’t write a long essay about how frustrated you are. That’s not going to work in your favor.
After you send your request, you just have to wait for Amazon’s response.
3. Respond to the review.
Take time to respond to the bad review. This shows that you are proactive and you care about your customers.
4. Contact your customer via email.
You can use a tool called Zonboost to extract your customer’s email address. Once you have it, send an email saying that you appreciate the feedback. You can provide a discount or a free product for the inconvenience. You can also offer to replace the product. This method can change a one star to a five star review.
But, you have to be careful. Don’t say something like “I will send you a product if you change your rating”. That’s against Amazon’s rules.
5. Use a review removal tool.
This is not something that Amazon encourages. But, there are a number of review removal tools that you can use like AMZFinder and Expertsroundup.
Prevention is Better than Cure: How to Get the Best Amazon Reviews
Good reviews can significantly increase your sales. It can push customers to choose your product over your competitors’. These reviews also serve as word-of-mouth recommendations.
To prevent negative reviews and get the 5 star ones, you need to follow these tips:
1. Provide an unparalleled customer experience.
Some customers leave negative reviews because they feel like the product is not the right fit for them.
To get good reviews and prevent the bad ones, you have to understand your customers deeply. You have to know what they want and need. For example, if you’re targeting crafty moms, it may be a good idea to place your products in artsy boxes. This will surely put a smile on their face.
2. Be honest.
Most customers leave negative reviews because they felt deceived and scammed. They feel like they didn’t get what they paid for.
To avoid this, you must avoid using too photo filters. You must also make sure that your product description is truthful and accurate. Do not give false promises.
3. Ask reviews from customers that you interact with.
If a customer contacts you to resolve an issue and you felt that he is pretty satisfied with your resolution, then don’t hesitate to solicit a review.
4. Make your product awesome.
If your product is perfect, you don’t have to worry about getting a negative review. This is why you should have a tight quality control process. Check every item before shipping them out to ensure that there are no defects.
6. Respond to all reviews.
Yes, you should respond to unpleasant reviews. However, you should also respond to customers who leave good reviews. This act of gratitude can compel them to make repeat purchases in the future.
Online shoppers can’t touch or test the product, so they look for ‘social proof”. They base their buying decisions on reviews.
To maximize your success on Amazon, you have to make sure that your product is top notch. The more positive reviews you have in your listing, the more discoverable and desirable your product becomes. It will not only help you rank in Amazon SERPs, but it will also help improve your conversion rate.
You must actively ask reviews from happy customers and you must address bad reviews quickly to preserve your brand’s reputation and credibility.