Amazon reviews massively influence your products’ individual rankings in Amazon search results. Amazon SEO, whilst a fledgling industry is becoming more and more well established, and early adopters are already transforming Amazon businesses – everyone from small time sellers, to large brands and Amazon Vendors.
We’ve gathered tips from five experts, each offering a different insight into how to better your chances of gaining positive reviews.
“Have a Brand Focused Strategy that Delivers Customer Centric Content”
Daniel A. from Arthia, a UK Amazon Content Agency regularly delivers insight via his Amazon SEO knowledge hub on the Arthia website.
Building your brand within Amazon’s platform is absolutely essential in gaining positive reviews. Ensuring your product content is customer focused, i.e. that it addresses concerns they might have during their research phase, as well as common issues and troubleshooting advice will position you much better than your competitors who aren’t yet doing this. In addition, making sure your customer support contact details are clear, and welcome the customer to get in touch is paramount to avoiding spur-of-the-moment negative reviews.
In essence, make sure the customer knows that you’re there to resolve any issues that might arise, no matter how unlikely that situation is. When an issue does occur, they’ll be happy to hear that you want to resolve it, and display no malice towards you and your brand.
“Use the Review Request Button – Always”
Ella R is a freelance consultant who works with Amazon Agencies on their content strategies. Ella makes a good point:
Most brands forget to use the review request function that is built into the Amazon platform. When you scale your business through selling on Amazon, it’s easy to get lost in volume sales. But requesting a review, in this case through Amazon themselves, is an easy habit to form, and in some cases, can even be automated.
Amazon’s approach to prompting a customer to leave feedback is well tested and proven to deliver. Just be warned, if you provide a lousy service or product, You might not get the feedback you’re hoping for.
“Respond to Negative Reviews, Or You’re Telling Potential Customers You Don’t Care”
James N. has over twelve years experience in SEO and writes content about Amazon SEO for a number of online business publications.
You must respond to negative feedback. You need to show potential customers that you’re there to resolve their problems, and that you care about their experience with your brand. When you respond, remember – you must remain polite, professional and customer-focused. You must not blame the customer for the issue, and you must try and encourage them to get in touch so you can resolve their problem.
Remain consistent in your approach across all responses. I would also recommend leaving the name of the customer services representative who’s dealing with the feedback at the end of your response to keep things personal and personable.
“Jump the Queue with Amazon’s Shortcuts to Reviews”
Izzy R. writes about utilising Amazon as a channel for growing businesses. Her top tip is:
Don’t wait around for reviews. If you’re confident in your product and your ability to deliver unparalleled service, then dive into one of Amazon’s initiatives for speeding up the review process. These are called Amazon Vine and Amazon Early Reviewer.
You’ll need to provide the product for free in both cases, but the criteria for each is slightly different. The great thing about these initiatives is that they can deliver volume of reviews very quickly, which will improve your Amazon SEO and Sales Rank, especially in narrower categories where competition isn’t that fierce. Once you’re on that road, the cycle of sales and feedback can almost be self sustaining.
“Address Your Internal Customer Services Policies and Processes”
Robin N. is a specialist business analyst who specialises in making sure internal operations, sales channels and website functionality all work together towards a seamless customer experience.
If you’re business doesn’t have the customer at it’s heart, it will be apparent to your potential customers from the first interaction all the way through their experience with your brand. In many cases, their first interaction may well be their last, and you’ve lost them to a competitor.
Before you explore any strategies for gaining reviews, make sure that your internal processes (which are made up of people) are all geared towards making the customer experience top notch. That means everything from order confirmation, picking and packing, delivery and the actual experience of the customer opening your product’s packaging.
That might mean something as simple as adding a slip into every order’s box that thanks the buyer for their custom, sign posts customer services if they’re not completely happy with their order, and offers them a discount code, giveaway entry or special promotion if they leave you a review on Amazon.