Amazon is one of the largest sites on the internet these days for purchasing products online in an easy, affordable, and convenient way. People rely heavily on reviews when taking the plunge and buying a product online, and Amazon has a highly visible review system that can help or hinder the performance of a product page. As a seller, you need to use whatever tools are available (both through the Amazon system, and third-party seller tool) to keep track of the positive reviews, but more importantly, to keep ahead of the negative Amazon reviews.
Importance of Reviews to Consumers
One of the most important aspects of customer reviews is their effect on the star rating of a product on its product page and when it appears in the search results. Negative Amazon reviews can cause quite the change in star ratings on your products if they are left to build up with no response from you or attempt to solve the problems. In a 2018 ReviewTrackers Online Reviews Survey, it was found that more than 35 percent of online shoppers will use the rating filter on an online store and set it to at least 4 stars.
This survey means that on average, most consumers are going to be more trusting of higher star rating products on Amazon, which means you need to be fostering more positive reviews through product quality and provide great customer service when dealing with negative Amazon reviews.
Now, negative Amazon reviews cannot be avoided, there is always going to eventually be something that goes wrong, but it is how you deal with it that really affects your reputation. Ignoring negative reviews looks bad for a company, and a majority of customers expect a response to a negative review within a week. If you ignore a negative review it can also mean you lose a customer for life.
Before talking about how to manage the reviews you have received, you should know that having no, or very few reviews on your product pages can also affect the purchasing decision of a potential customer, especially if they are new to your brand or company. Without reviews, a product page on Amazon to the average consumer will look like a fake product, especially if the listing has been up for several months already. In these cases, any review, including negative Amazon reviews can be helpful, as you can find out how to improve your product, but also show that you have great customer service to solve problems with your product, convincing consumers to give your product a shot.
So, how do you get more reviews if they are not happening on their own? In your product packaging, you can include notice cards to remind customers to leave a review on your product page. These are relatively cheap and can help improve your customer interaction post-purchase. Another method is by using an online third-party seller tool and setting up automated review requests.
These automated review request systems integrate with the seller system of Amazon and give you a way to set up templates for how you want to push for customers to leave reviews. The best option for these templates is to set up an automated email that is sent out to customers that have bought your product after the product has shipped, or after it has been confirmed to have been received. These emails give a small unobtrusive reminder to customers to leave a review, and to let them know you are available to solve any issues they may have with the product once they have received it.
You cannot pay for Amazon reviews, so review requests are the next best thing to give customers that would otherwise be silent a gentle reminder to leave feedback, whether it is positive or negative, on your product pages.
Managing Your Amazon Reviews
Without proper management of your Amazon reviews, you can fall behind on responding to negative Amazon reviews and damage your reputation as a company. With the use of third-party tools, you can better keep up with reviews by having the system automatically alert you to any reviews that are below a certain rating threshold. This will give you a way to more easily prioritize responding to customers, especially if they have left negative Amazon reviews so that you can open lines of communication to solve their problems, and ultimately turn a negative review into a positive.
Having a system available to track stats about your reviews is also important; allowing you to track how often people leave reviews and the disposition of the reviews that have been left. This could give you a heads up on possible issues in your supply chain that may be the cause of reduced product quality resulting in an upswing of negative reviews. As well, it gives you data points to help you decide how you may adjust your review requests to better serve you in improving sales of your products. Some systems will even let you see how many people are actually opening your request review emails to see what kind of impression you are getting.
Responding to Negative Amazon Reviews
By using a third-party sellers tool, you can prioritize the Amazon reviews you need to reply to (often that would be the negative Amazon reviews.) With alerts set up, you can quickly find which reviews are the lowest star rating, and you can easily click through to the review on Amazon and respond to them.
Responding is important, as it gives you a reputation of caring about customer service, and it’ll give you the chance to solve their issues and hopefully improve their star rating for the product. You should always respond positively and professionally, thanking the reviewer for placing the review, then identifying the issue they are having and attempting to fix it. Most often you’ll have to ask them to contact you directly to ensure the best possible line of communication to solve the issues. Ensure your responses to them are error-free and proofread any templates you use for customer response.
Of course, there can be fake reviews. While Amazon claims only 1 percent of all reviews are fake, the real amount is likely far higher in certain categories. Fake reviews can be very harmful, so if you suspect a review to be fake on your product, you should immediately report it to Amazon.
Amazon Reviews Management is a Must
Dealing with reviews is something all sellers must go through, and dealing with negative Amazon reviews is a must in order to maintain a positive reputation for your brand or company. With the use of third-party online resources to notify you, you can keep ahead of the negative Amazon reviews, and hopefully even turn them into positive ones thanks to your great customer service.
Everybody gets negative Amazon reviews, it’s what you do to mitigate them that builds your reputation with customers.