Product reviews — the holy grail of selling on Amazon. Reviews are an effective way to instantly add credibility to your listings and boost your revenues, and just one of many ways to increase your organic sales. A steady supply of good reviews can help your PPC campaigns run a lot more smoothly.
Of course, getting a lot of quality reviews is easier said than done. The average Amazon review rate is around 1-3%, so you may struggle to get reviews on products with low sales volume.
It’s no surprise, then, that some sellers have turned to some less-than-honest means of populating their product pages with 5-star reviews. But should you be willing to bend Amazon’s rules to get the reviews you need?
What Not to Do for Reviews
Way back when, people would join Amazon review groups and simply trade reviews on each other’s products. Those days are long gone, as Amazon has cracked down on reviews from groups like these. These groups still exist, but you’re better off not joining them — most likely, Amazon has already flagged the people in these groups as bad quality reviewers or repeat reviewers.
Similarly, you’ll want to stay away from third-party software promising quick, high-quality reviews on your products, as the accounts they use have often been flagged as well.
Getting reviews from accounts that Amazon has flagged means not only do they look into the reviews, they may also second-guess the credibility of your ASIN and your product. All your reviews for that product might get removed, or worse yet, your entire product could just be wiped off the site. If you want to stay in the Amazon game for a long time, playing by their rules will help you in your quest for longevity.
Mailing lists might also seem like a tempting way to ask for Amazon reviews, but this is a somewhat morally grey area, especially if you offer some kind of reward or incentive only if they write a review. Plus, if you have people on your mailing list, chances are they’re already customers — they might not need any incentive to leave you a positive review.
Review Strategies that Work
We’ve covered what not to do when you’re trying to get reviews on your products, but what strategies can you use to get high-quality reviews without sounding Amazon’s alarms?
The first strategy might seem like the most obvious: put out a quality product. If you aim for above and beyond your customers’ expectations, they’ll be much more likely to leave a positive review for your product. Of course, customers are naturally more likely to leave positive reviews for some products than for others, but a low-quality product can get hit with negative reviews regardless of its category.
Another good strategy for getting Amazon reviews is also deceptively simple: just request reviews from people who have bought your product. You can go through all of your orders within a certain time frame and hit “Request a Review”.
If you typically have high sales volumes, just the thought of requesting reviews from all your orders might be giving you hand cramps, but there are resources like Sellerise’s free Chrome extension or Feedbackwhiz that allow you to request reviews from all orders within a certain time frame with just one click. Results will vary, but by consistently requesting reviews, you may see your review rate increase to as high as 5-10%!
You may also want to request a rating instead of a review, as people are more likely to give a rating since it takes less time, but it still holds the same weight as a full Amazon review. If you offer a good quality product and your customers are satisfied, chances are they’ll be happy to take a few minutes out of their day to help you out by leaving a review on Amazon. All you have to do is ask.
Responding to Negative Reviews
Of course, there’s no guarantee that every review you get will be singing your praises. You will almost inevitably get a negative review from time to time. Fortunately, you do have the option of commenting on each bad review to apologize for the reviewer’s bad experience and offering to help better the situation.
There’s a 99% chance they won’t respond, but that comment isn’t meant just for the reviewer — it also shows potential customers that you’re responsive, you care about their experiences, and if something goes wrong, you’re willing to make it right.
Sometimes, people will leave bad reviews due to problems that aren’t your fault, but Amazon’s. In this case, never fear — just report it and Amazon will often remove it in a matter of seconds to minutes.
The power of each individual review on your product can change depending on how many people found it “helpful”. If a lot of people vote a negative review as being “helpful”, that may be the first review a potential customer sees. It can drastically affect your reviews and is definitely something to watch out for.
So far we’ve learned that cheaters never prosper, especially when it comes to getting Amazon reviews. If you want to keep selling on Amazon long-term, you’re much better off staying on the straight and narrow.
Some of the best ways to get reviews are also the simplest: supply a high-quality product that people will want to give good reviews and reach out to your customers asking them to leave a review on your product. Amazon also offers some programs that promise high-quality reviews for a fee.
Product reviews can be a powerful ally and sourcing them the right way definitely pays off for your credibility and your click-through rate. It may take time, but once those reviews come rolling in, you’ll be glad you made the effort!
Discover Us on our PPC Den Podcast
If you enjoy supplementing your long reads with audio, we cover this topic on our podcast as well.
Listen to it in the episode below or find us on your favorite streaming platform, like Apple, Google, Spotify, and more!
- 0:10 Intro
- 5:19 How Amazon reviews have changed
- 10:20 Mistakes and things to avoid when it comes to reviews
- 20:04 Review strategies that work
- 27:20 How to respond to reviews
- 29:50 Thoughts on the “helpful” button
- 32:12 Closing thoughts
- The Podcast Turns 100
- How to Optimize Hundreds of Auto Campaigns at Once
- Prime Day Preparation: Capitalizing on the Most Important Days of the Year
- Ad Badger & Bobsled Marketing: Staying on the Cutting Edge of Amazon PPC
- What Do I Do When a Keyword Doesn’t Convert?
- Keyword Cannibalization: Good or Bad?
- How One Keyword Can Apply to Multiple Products
- Ad Badger & TurnKey: Amazon Product Listing Optimization
- Seven Habits of Highly Effective Amazon PPC-ers
- Ad Badger and ZonGuru: Boost Your SEO with High Value Keywords
- Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates on Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
- When You Should DIY Your PPC (and When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During COVID-19| April 2020
- Sponsored Brand Ads Update: Now You Can Edit Creatives
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: Amazon PPC Silent Killer
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC
Watch The PPC Den on YouTube
If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too.
Watch it below and please don’t forget to ‘like’ and subscribe!