Review Management on Amazon: Tips & Tricks for Brand Manufacturers

Over 60% of online shoppers report that customer reviews are a key part of their decision-making process for purchases. Amazon is no exception. Reviews offer vendors a rare opportunity to connect directly with their Amazon customers. Neglecting Amazon reviews can have a serious impact on your sales. Despite the consequences, review management often tends to be neglected by many brand manufacturers.

Here we clarify:

  • Why Review Management is essential and indispensable
  • What advantages Review Management provides
  • What high performance in Review Management means
  • How to avoid frequently made mistakes

Why are customer  reviews important?

Customer reviews are the most important decision criterion for consumers when shopping online:

Diagram Reviews Purchase Decision
Source: factor-a – part of Dept /  Bitkom

 

For potential customers, good reviews are critical when visiting a product page and deciding whether to go ahead with purchasing a product. Reviews affect the Click Through Rate (CTR) and Conversion Rate (CR), and thus the overall performance of the product.

Please do note: If negative reviews accumulate, this can quickly bring down a product’s rating. Sales and traffic go down. The declining performance usually has a negative effect on the visibility of the ASIN in organic search results. As a result, performance usually goes down even further.

Why responding to customer reviews is necessary

Customer satisfaction comes first for Amazon. Among other things, the e-commerce giant uses a sophisticated rating system. End customers receive product information “first-hand,” and thus obtain a better assessment of the desired product. Amazon and brand manufacturers can also benefit from customer reviews.

Analysing and managing Amazon reviews offers many benefits, including the following:

Benefit Explanation
Generates positive customer experience Amazon’s business model is focused on optimizing customer experience as it is a key growth driver. The better the customer experience when buying a product, the better chances a product has, even when it has a low ranking in organic search results.
Neutralizes negative customer reviews Potential new customers who see a negative review that includes a comment response from the brand are less skeptical about the product. A manufacturer response also shows interest in complaints and customer service. This is a factor in purchase decision-making for most customers.
Relevance for Amazon’s A9 Algorithm Amazon’s search algorithm considers user-generated content (UGC) including in customer reviews. Among other things, it can be used to improve the findability of the assessed products. Even manufacturer comments on customer reviews contribute to search-relevant content.
Strengthens the brand’s image The Amazon marketplace provides an excellent platform for expanding corporate identity (CI). Especially in times of increased competition in online trading this is highly relevant.
Hints for content optimisation Positive and negative reviews provide you with valuable insight into relevant product details as well as relevant keywords that can be incorporated into the content. It’s important to provide potential buyers with all the information they need to make a buying decision.
Insights for product development Reviews provide you with detailed feedback on product strengths and weaknesses. Thus, the knowledge gained there can be well-incorporated into product development.

 

Offical comments from the brand manufacturer

Each logged-in Amazon user can respond to customer reviews. As a brand owner, you can use the official comment function and respond as a manufacturer.

Here is an example of a brand manufacturer’s response:

ment from brand manufacturer
Source: Screenshot amazon.co.uk

 

Official comments offer several distinct advantages:

  • Your statement appears immediately below the customer rating and is marked accordingly.
  • Negative ratings are “intercepted” and mitigated for potential buyers.
  • The brand acts as direct contact.
  • Official comments imply customer service

Important: Before commenting, set your desired name on Amazon. This will make you the contact person for your customers.

You also need to grant permission for “Customer Interaction” on Vendor Central. Only then can you act as “manufacturer” of the evaluated product.

Customer Interaction
Authorization to Interact with Customers (Source: vendorcentral.amazon.co.uk)

 

After inserting your chosen response in the comment field, check or click the box, “Make this my official comment.”

There is no check mark under the field? Possible causes could be:

  • The required permission to interact with customers is missing.
  • The interface between Vendor Central and ASIN is not working optimally. It’s best to open a case to solve the problem.
Official Comment from Brand Manufacturer
Example of a comment field for a review (Source: amazon.co.uk)

How to manage reviews on Amazon

Continuously monitoring customer reviews

Proper review management requires continuous monitoring of in-depth customer reviews. Customer reviews are presented in detail only on individual product pages, which include a respective number of rating stars. This circumstance makes it difficult to keep track.

The more ASINs you manage, the harder it will be to check them daily. Based on the scope of a product portfolio, vendors should therefore consider a suitable software solution that recognizes and documents new reviews on Amazon – such as the factor-a suite!

Best Practice: In the case of a negative review, it’s important to act quickly. Keep an eye on your ASINs. Only then can you react immediately.

The goal of the entire process is to turn negative reviews into positive reviews, using appropriate manufacturer responses. You can also attempt to transfer a discussion with a customer to a private customer service context. Therefore, the brand’s comment response should include information about customer service.

As a result of answering critical reviews, vendors help reclaim or even strengthen their customers’ trust in the brand. Additionally, any remaining skepticism on the part of the customer can be translated to concern only a particular case of that product or its delivery. For successful review management, it is essential that the customer feels taken seriously and understood.

Best Practice: Critical or negative Amazon reviews should be responded to within 24 hours.

Responding to reviews in a goal-oriented manner

You do not have to answer every review with an individual text. Instead put together a set of standard answers. Such set responses are based on analysing and classifying previous critical reviews of ASINs of your product catalog on Amazon.

Determine the basic problems that have been important to your customers. These issues can vary depending on the product category.

Some examples include the following:

  • Basic dissatisfaction with the product
  • Defective product
  • Inadequate quality
  • Product is not suitable for the desired application
  • Missing information in the content
  • Inadequate functionality

Practical Tip: Identifying root causes of negative customer ratings can provide manufacturers with valuable insight for product development.

Reporting reviews

In certain exceptional cases, a review can be reported to Amazon. The condition is in general that the content has nothing to do with the product.

Some examples might be reviews that concern:

  • Delivery conditions (including: shipping time, incomplete deliveries, packaging, deviating product quantities)
  • Rate another product
  • Advertising products of the competition
  • Complaints about the pricing policy of Amazon
  • Keep in mind: Statements about the price-performance ratio are indeed allowed, and should not be reported

To report a review, just click on the “Report Abuse” button.

Example Report Abuse
Example Report Abuse (Source: amazon.co.uk)

 

As part of our Sales Excellence, factor-a offers you comprehensive support for review management on Amazon. Contact us!

 

Über den Author

mm

Liv Odenthal

Liv ist Content Marketing Managerin bei factor-a part of dept.

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