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The power of Amazon reviews: Why they're more important than you think

June 12, 2023

As an online shopper, you've probably checked Amazon reviews at least once to help you decide whether to buy a product or not. But did you know that Amazon reviews have become an important factor for businesses and sellers as well? This is exactly why, we'll deep dive about why Amazon reviews matter and how you can get more of them.

Why Amazon reviews matter

How product reviews affect buying decision

When it comes to online shopping, one of the biggest concerns is whether the product will meet your expectations. This is where Amazon reviews come in handy. They provide you with an insight into the experience of other customers who have already bought and used the product you're considering.

But Amazon reviews don't just help you make a better buying decision. They also play a significant role in the success of businesses and sellers on Amazon. Positive reviews can improve a product's visibility, increase sales, and establish trust with potential customers.

These numbers show just how crucial customer reviews are when it comes to driving sales on Amazon. A product with just one or two reviews is unlikely to inspire confidence in potential buyers, who may be hesitant to take a chance on a product that hasn't been thoroughly vetted by other customers.

However, if a product has three or more reviews, it becomes much more appealing to shoppers, who are 25 times more likely to visit its product detail page. This demonstrates the power of social proof in consumer decision-making and highlights the importance of encouraging customers to leave reviews to help boost your product's visibility and credibility on Amazon.


by Bizon

Be honest and transparent when writing an Amazon product listing: Don't overpromise, and be upfront about any potential downsides or limitations of your product. This can help manage customer expectations and reduce the likelihood of negative reviews.

Why having reviews is a critical retail readiness criteria

Having reviews is not only important for boosting your product's credibility on Amazon, but it's also a criteria of retail readiness if you want to activate advertising on the platform. Amazon requires a minimum of 15 reviews with at least an average star rating of 3.5 before you can start launching Amazon Ads. This means that if you're a new seller or launching a new product, you'll need to prioritize getting reviews in order to meet this criteria and unlock the power of advertising on Amazon.

How to leverage negative Amazon reviews

Negative reviews can be discouraging for sellers on Amazon, but they can also provide valuable insights into what customers don't like about your product. By listening to negative feedback and addressing common issues, you can improve your product and create a better Amazon listing.

To leverage negative reviews, start by carefully reading through them and identifying any patterns or trends. Then, make the necessary improvements to your product and update your listing accordingly, highlighting the changes you've made to address the issues raised by customers. You can also respond to negative reviews publicly, showing that you take customer feedback seriously and are committed to making improvements. By leveraging negative reviews in this way, you can turn a negative experience into a positive one and build trust with potential customers on Amazon.


by Bizon

Benchmark your competitors’ product reviews to identify key pain points for customers and make sure to address them in your listings to bring an extra layer of reassurance to the table.

How to get more Amazon reviews (And Improve Your Business's Reputation)

If you're a business owner or seller on Amazon, getting more reviews should be a top priority. Here are a few tips to encourage customers to leave reviews:

  • Provide excellent customer service: One of the easiest ways to get more reviews is to provide exceptional customer service. Customers are more likely to leave positive reviews if they've had a good experience with your business.

  • Use Amazon Vine : Amazon Vine is a program that allows sellers to provide products to trusted reviewers in exchange for an honest review. This can help increase the number of reviews and improve the visibility of your products.

Beyond customer reviews: Influencers’ product testimonials

In recent years, influencers have become a popular way for businesses to promote their products. Therefore, Amazon launch its own Amazon Influencer Program. By partnering with influencers, sellers can leverage their reach and credibility to create product testimonials that can help drive sales.

Additionally, with 79% of online shoppers preferring to watch videos to learn about a product rather than read text, having an influencer’s video or a product video on Amazon can be a powerful tool to drive sales and engagement.

Where do influencer product reviews appear on Amazon?

  • On the product detail page, where they can be included in the set of images at the top of the page or in a standalone carousel of videos below the product information.

  • In search results when shoppers search for products in key categories.

  • On the Amazon homepage, in a video widget that is organized into editorial playlists based on consumers latest product searches.

In their storefront, in a video widget that is organized based on recency to encourage new and engaging video content.


by Bizon

Since influencer testimonials and product videos are placed in the same location on the product detail page, having a video can make it easier for users to access influencer content and get a more complete picture of the product they're considering.

Amazon reviews are essential for both online shoppers and businesses. They provide valuable feedback and help establish trust between customers and sellers. As a business owner or seller on Amazon, getting more reviews should be a top priority to sustain your business's reputation on Amazon.

Megan Shope

Brand Manager

Publicis Groupe
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