Buyers today receive a wealth of information about the products they want. The media, advertising, and marketing value brands and their products. In addition, social networks keep abreast of any news about, for example, the latest in mobile telephony or technology products. For this reason, positive reviews on Amazon are essential to encourage purchases on this platform.
But there is more. In the 21st century, there is a tool that influences buyers and customers more strongly. It's all about the reviews, among which positive ratings on Amazon are basic. They are user opinions that accompany the products that are seeking to buy on the Internet.
Amazon,
the sales giant
Keep in mind that Amazon is much more than an e-commerce
company. Amazon is known for being one of the first big companies to sell goods
over the Internet, something it has done since the last century.
However, it also works in many other industries, notably
cloud computing services. Their motto is: 'From A to Z'. Currently, it is fully
diversified and cataloged in different product lines, offering DVDs, music CDs,
software, video games, electronics, clothing, furniture, food, books, etc. It
is the world's most valuable retail brand according to the BrandZ index.
Thus, Amazon's figures are dizzying. Sales worth 335,000 million dollars (around 310,000 million euros) in the total volume of gross merchandise during 2019. It increased by 21% compared to the results of last year, while own sales increased by 15% and the third-party sales volume in the marketplace increased by 26%.
As can be seen, the sales of third-party sellers in your marketplace
do not stop growing. During 2019 these sales increased by 40,000 million
dollars (more than 37,000 million euros) compared to the results of 2018, reaching 200,000 million dollars (just over 185,000 million euros).
The
importance of positive feedback in data
In such circumstances, there are a number of aspects, among which positive reviews on Amazon stand out, which are essential to encourage purchases. It is not just a trend, there is verification through the data.
That is why there are many studies and analyses about it.
One of them, BrightLocal, reveals that more than 90% of local customers rely on
these positive Amazon reviews to conclude that a company is worthy of our
trust.
More significant is the Testimonial Engine analysis. This
report indicates that 72% of users read the comments and look at the ratings of
customers who have the product they want to buy. And this 72% do not decide to
buy it until they have read these evaluations. From this derives the importance
of positive reviews on Amazon, because they come to condition the purchase
decision. In addition, they also provide valuable information about the
products in question.
The most used techniques
Once the importance of these comments is assumed, you have to ask yourself what can be done so that the buyers of your products write positive reviews on Amazon. It is an arduous task. And, in addition, it must be done carefully since Amazon expressly prohibits some techniques to achieve these objectives.
Here are 10 of the right tactics you can try to get positive reviews on Amazon:
1.Excellence is always the first step
Your offer of products and services must seek excellence.
Update and improve all the characteristics of your service and your product
until you reach the highest quality standards. This will directly affect the
satisfaction of your client.
For this reason, you must control the evaluations that
they publish on your product or service on Amazon. And, if there is any
negative, study it thoroughly.
Fix what needs to be fixed. Amazon allows a period of sixty days to change or qualify for a negative review. But for this, you have to be attentive and solve the problem with the client.
2.The customer is always right
The old adage is more topical and important than ever.
Therefore, your customer service department has to be prepared to give the best
service that can be offered. It is absolutely essential to achieve positive
reviews on Amazon.
- It is so much so that Amazon's own platform offers a series of tips in this regard:
- You not only have to listen to your customers, but you also have to understand them.
- It offers answers to all your needs.
- Respect all customers, prospective and actual.
- Apologizing makes you polite.
3.-
It is important to know what you do not have to do
There are brands that offer to write positive reviews in
exchange for money. Thus the process is broken. Therefore, when they are
detected by Amazon, which happens many times, it ends up sanctioning them.
In addition to avoiding buying false opinions, it is recommended
that you follow these rules set by those responsible for Amazon:
- You cannot offer compensation or discounts per review.
- You also cannot send review requests to anyone.
- You cannot ask anyone to modify or delete reviews.
4. Facebook segments wonderfully
There are many groups on Facebook that are already segmented by theme. You can go to them and comment on the news of your products and services. It is a good starting point to later get positive reviews on Amazon.
5. Never forget about email
The email was one of the first Internet tools to become
popular and you should not forget this way when it comes to getting positive
reviews on Amazon.
In the world of marketing, hyper-personalization of
content is the king of engagement. An infallible strategy to achieve positive
ratings on Amazon is to bet on a retargeting campaign through emails.
6. An image to get a thousand words worth
Your products on the Amazon website have to be accompanied by the best possible images, which are already known to be worth a thousand words. It is logical, customers want to see what they are buying. And the ratings will improve the more effective and lucid the images you use.
7. Amazon also helps you
Amazon allows you to sign up for their Amazon Early
Reviewer program. This possibility is the most appropriate when you start your
business on Amazon.
Early Reviewer is available only to sellers who are
registered with the Amazon Brand Registry. If you're not already, maybe it's
time to do it.
8. Amazon helps you contact your customer
Reviews can also be requested from Amazon. In Seller
Central, within the management of your orders, there is an option called
'Valuation request'.
With this simple step, Amazon will send automated emails
asking customers to write a review and rate their purchases.
9. Sign up for Amazon Vine
Get candid feedback about the product early in its life
cycle. Amazon Vine invites Amazon's most trusted reviewers to post insightful
opinions about your products; Use this information and make informed decisions.
10. A greeting card is always a good initiative
You can include a personalized note or card inside the
package with your product. And then the customer is invited to leave an
assessment of your product.
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