October 11, 2024

The Importance of Customer Reviews on Amazon Sales Performance


The Importance of Customer Reviews on Amazon Sales Performance
 
Buying goods online is a tricky prospect–while you can touch and feel a product in person, buying something online requires a level of trust that the product is as good as it appears. One way people overcome this obstacle is by reading customer reviews. This shows them ahead of time the quality of the product, common issues they might have, and the level of customer service they can expect from the seller.

As an Amazon seller, one of your top goals should be to amass as many positive reviews as possible. It’s the best form of free advertising because it comes directly from the horse’s mouth with no financial incentive to fudge the truth. To help you optimize your listing, we’ll go over exactly how customer reviews affect Amazon sales performance.

Boosts your ranking on search results

Part of optimizing your listing involves navigating Amazon’s A9 algorithm. One major factor in the algorithm is the number of positive reviews for your product. The higher the number of reviews, the more Amazon pushes your listing towards the top.

Puts you in an upper tier of search filters

Amazon’s search bar allows users to customize their search results based on the average customer review. If your average review is three stars or under, then you might run the risk of being edged out of the search results entirely. One helpful aspect of this feature is that it only takes into account your average review, not the number of reviews, so even a five-star average with only a couple of sales is still eligible to appear.

Shows you how to improve your product

Negative customer reviews are damaging, but they can be helpful overall if they show you how to make the proper changes to improve your product. Ignoring reviews that complain about a specific feature of your product is a surefire way to rack up a series of negative reviews and tank your score. If you take the time to address customer concerns and reach out to those who complain, you may even be able to turn a negative review into a positive one.

How to leverage Amazon reviews

There are a couple of ways you can turn positive reviews into an even greater boon for business. The first is to share positive reviews outside of Amazon, such as in advertising campaigns or on social media. You can also look at negative reviews for your competitors to identify their weak spots and tailor your products accordingly. In the world of e-commerce, information is power, and customer reviews give you a direct line of sight into your target audience.

Amazon offers a lot of help for sellers looking to grow their customer reviews. Amazon Seller Central includes tools like A+ Content to optimize your listing, while Fulfillment by Amazon (Amazon FBA) gives you access to FBA prep services that will handle order fulfillment and customer service for you. Check out more on Amazon Seller Central to find ways you can optimize your listing and keep the positive reviews coming.

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