Amazon Product Review Best Practices


Evaluations are a basic a part of shopping for on Amazon. They’ve additionally been one of many areas which have modified probably the most over the past decade.

As Amazon continues to mature as a market, it has develop into very delicate to overview manipulation. Utilizing outdated techniques can set off Amazon to take away most, if not all, of your listings.

Even worse, in case you are recognized as somebody manipulating critiques on Amazon, you would be completely banned from the platform.

Amazon is stringent about critiques as a result of, within the not-too-distant previous, critiques had been the first method to manipulate the Amazon search algorithm to have your product present up on the high of search.

Whereas critiques are nonetheless necessary for advertising and marketing your merchandise on Amazon, the most effective practices round critiques have modified considerably in the previous few years.

A lot of even the reliable methods utilized by sellers to collect critiques have disappeared or can now doubtlessly get your itemizing flagged.

On this article, we’ll focus on a number of the most important data when making a product critiques technique on Amazon in at this time’s local weather.

During the last a number of years, Amazon decided that many practices round soliciting critiques had been diminishing the popularity of critiques on its platform.

In consequence, vital adjustments round actively monitoring overview manipulation are put in place. It consists of altering the laws round how Amazon can attain out to clients to get critiques and what sort of incentives might be supplied.

Amazon has tried to steadiness giving sellers reliable methods to get their merchandise reviewed whereas limiting the quantity of fraud round critiques.

Having clients belief Amazon critiques is a high precedence to guard how critiques are regarded on the platform.

Fundamentals Of Amazon Product Evaluations

The significance of critiques derives from the credibility they supply to your product. They assist the client decide in case your product is an effective match and might be trusted to be ample in high quality.

Evaluations, in flip, assist your itemizing conversion and even your advert conversion.

Usually, the query most sellers wrestle with is that this: What number of critiques do I would like for my product to succeed on Amazon?

The reply to that may largely rely upon how commoditized or aggressive your product class is.

The extra aggressive your class, the extra critiques your product might want to compete towards comparable merchandise.

For instance, in the event you launch a cell phone case, you’ll compete with different objects with 10,000 or extra critiques. This exhibits that to have your critiques present actual credibility to your product, you’ll need a bigger variety of critiques.

However, in case your product may be very area of interest, you could solely want 5 to fifteen critiques to be retail-ready. Amazon recommends no less than 15 critiques for a list earlier than you begin scaling promoting.

Nevertheless, for area of interest merchandise, Amazon has efficiently ramped up promoting with robust efficiency nicely earlier than that whole variety of critiques.

Lastly, model consciousness can even impression the function of critiques to your product. For instance, an official Lego product will promote nicely regardless of no critiques.

It’s because there’s a much-existing affinity for the model. That very same product will promote higher, and advertisements will convert at a better return on funding (ROI) as soon as it has established critiques.

Nevertheless, the product doesn’t want critiques to make the purchasers really feel assured of their buy.

Evaluations needs to be an necessary a part of your itemizing optimization technique. This doesn’t solely apply to changing visitors that involves your itemizing but in addition to growing the quantity of visitors that comes from the search engine outcome web page (SERP).

Remember that your product score rating will present up within the SERP in addition to in your advertisements. Moreover, clients can filter their outcomes by common critiques.

Amazon listingsScreenshot from Amazon, March 2023

Whereas it is not uncommon for manufacturers to be involved with any unfavorable overview, know that an occasional unfavorable overview might help present patrons that your critiques are genuine. No product has a 100% adoption price.

You ought to be proactively working to scale back the variety of unfavorable critiques in your merchandise. Do that by making certain your product element web page is as clear as potential.

You also needs to be reviewing Voice of the Buyer in Vendor Central on a weekly foundation to determine any potential unfavorable buyer experiences earlier than Amazon may suppress your listings.

Voice of the Buyer is a vital instrument to have the ability to anticipate points with high quality management and even the content material of your itemizing.

It’s best to have a look at all unfavorable buyer experiences (NCX) to see what you are able to do proactively to keep away from future returns and unfavorable critiques.

Voice of the Buyer might be present in Vendor Central beneath the Performance tab.

Amazon Voice of the Customer Screenshot from Amazon, March 2023

Use Voice of the Buyer as a part of your Amazon overview technique that can assist you restrict unfavorable critiques in your merchandise. This may additionally make it easier to keep away from Amazon Normal Identification Quantity (ASIN) restrictions and scale back your general return charges.

Suggestions Vs. Evaluations & Scores

One widespread level of confusion for brand spanking new sellers is the distinction between suggestions and critiques.

“Vendor Suggestions” refers back to the buyer’s expertise with the vendor, not the product itself.

Vendor Suggestions

Sellers are rated on various factors, equivalent to cargo occasions, packaging, product accuracy, and vital customer support experiences.

Vendor suggestions is discovered on the Vendor Central dashboard, the vendor retailer web page, and the product element web page by clicking the provides hyperlink.

Seller feedback: AmazonScreenshot from Amazon, March 2023

Product Evaluations

Product critiques particularly price whether or not the product meets the client’s expectations.

Product critiques are situated on the backside of the element web page, whereas the whole of each critiques and product rankings are displayed on the high of the itemizing, under the model title.

You will need to notice that it’s towards Amazon’s phrases of service to have household, associates, or staff overview your product or a competitor’s product.

Evaluations that violate group requirements might be flagged for elimination. Amazon will solely take away critiques that violate the particular situations outlined locally tips.

Customer reviews: AmazonScreenshot from Amazon, March 2023

Lately, Amazon began permitting clients to offer rankings with out giving a overview.

It has the identical star score as critiques (one to 5) and counts towards your general buyer overview totals, nevertheless it has no accompanying textual content. That is why some merchandise might need 1000’s of stars however solely a handful of written critiques.

Packages To Assist You Get Professional Evaluations

Amazon has applied some instruments to assist sellers get critiques, particularly newcomers to the platform that want these coveted first critiques.

Amazon Vine

Amazon Vine is a program unique to these manufacturers enrolled within the Model Registry Program.

Here’s what Amazon says concerning the Vine program:

“Amazon Vine invitations probably the most trusted reviewers on Amazon to put up opinions about new and pre-release objects to assist their fellow clients make knowledgeable buy choices. Amazon invitations clients to develop into Vine Voices primarily based on their reviewer rank, which is a mirrored image of the standard and helpfulness of their critiques as judged by different Amazon clients.

Amazon supplies Vine members with free merchandise which have been submitted to this system by collaborating distributors. Vine critiques are the impartial opinions of the Vine Voices. The seller can’t affect, modify, or edit the critiques. Amazon doesn’t modify or edit Vine critiques, so long as they adjust to our posting tips. A Vine overview is recognized with the inexperienced stripe Buyer overview from the Amazon Vine Program.”

Amazon handpicks Vine reviewers on account of their experience and historical past in reviewing a sure product class, so count on extremely detailed and sincere critiques.

On this Amazon-coordinated program, you ship clients your product, and so they provide you with a overview in return.

Earlier than enrolling within the Vine program, you have to be assured your product will shock and delight your clients.

Amazon often waits till a newly launched product has no less than 5 optimistic critiques earlier than enrolling within the Amazon Vine Program. This enables the platform to make sure no breakage, high quality, or content material points have to be addressed.

Amazon Vine reviewers are notoriously detailed and sincere.

Unfavourable critiques from a Vine person might be particularly detrimental due to the size and element. Nevertheless, a glowing overview can go a good distance in serving to to construct belief and enhance conversion to your merchandise.

The associated fee for using this program is $200 per mother or father ASIN. There are additionally particular necessities for this system, together with:

  • Be model registered in Amazon Model Registry.
  • Have fewer than 30 critiques on the product element web page.
  • Have a buyable Achievement by Amazon (FBA) provide in “New” situation.
  • Not be an grownup product.
  • Have already launched on the time of enrolment.
  • Have accessible stock.
  • Have a picture and an outline.

Introduction To “Request A Overview” Button & Scores

In 2020, Amazon launched a brand new instrument for sellers: A button for every order a buyer locations inside the final 5 to 30 days.

Sellers can now merely click on the Request a Overview button, and an e mail is auto-generated and despatched to the client.

As a vendor, you click on on the button then the client will obtain an e mail soliciting a star score for each the product and the vendor.

The e-mail shouldn’t be customizable, and it’s despatched to clients by Amazon itself, which helps to keep away from the problems of creating positive that your wording complies with the phrases of service, whereas nonetheless with the ability to request critiques on all of your orders.

Amazon email notification for buyersScreenshot by writer, March 2023

Utilizing the Request a Overview button might be finished with the next steps.

To ship your buyer a request for a vendor and product score, go to Vendor Central > Orders > Handle Orders.

Amazon Product Review Best Practices

In case you are primarily FBA, make sure that it says “View Vendor Fulfilled Orders.” If it says View FBA orders, click on that hyperlink.

This lets you toggle between the achievement strategies.

Then, discover the order you need to request a overview for and click on on the place the order quantity is displayed.

Manage orders from AmazonScreenshot from Amazon, March 2023

Then click on the Request a Overview button.

Manage orders from AmazonScreenshot from Amazon, March 2023

A number of instruments in the marketplace now enable to automate this course of. It’s all the time necessary to make sure that the third-party software program you utilize follows Amazon’s phrases of service.

Evaluations are nonetheless important on Amazon that can assist you enhance conversion charges and decrease promoting prices. Nevertheless, they’re not the quick-and-easy hack to get the highest of the natural outcomes they as soon as had been.

Request a review button: AmazonScreenshot from Amazon, March 2023

As extra sellers use this instrument, Amazon sees a rise within the variety of product rankings with out accompanying textual content.

Soliciting Evaluations

Here’s what Amazon says about soliciting critiques:


In case you ask others to put up content material about your merchandise, maintain it impartial. For instance, don’t attempt to affect them into leaving a optimistic score or overview.

Don’t provide, request, or settle for compensation for creating, enhancing, or posting content material. Compensations embody free and discounted merchandise, refunds, and reimbursements.

Don’t attempt to manipulate the Amazon Verified Buy badge by providing reviewers particular pricing or reimbursements.

Have a monetary or shut private connection to a model, vendor, writer, or artist?

  • It’s OK to put up content material apart from critiques and questions and solutions, however you have to clearly disclose your connection. Nevertheless, manufacturers or companies can’t take part locally in ways in which divert Amazon clients to non-Amazon web sites, functions, providers, or channels. This consists of advertisements, particular provides, and “calls to motion” used to conduct advertising and marketing or gross sales transactions. In case you put up content material about your personal services or products via a model, vendor, writer, or artist account, further labeling isn’t needed.
  • Authors and publishers can proceed to offer readers free or discounted copies of their books in the event that they don’t require a overview in alternate or attempt to affect the overview.”

You will need to actively attain out to clients to get critiques, but in addition know that it’s higher to attend for the critiques to accrue over time slightly than making an attempt to cheat the system and have your different critiques eliminated or, worse, doubtlessly have an account suspension.

This additionally helps to make sure that clients can really feel assured within the authenticity of critiques on Amazon.

Whereas many overview providers in the marketplace promise to cheat the system to get extra critiques, keep in mind that Amazon is aggressively pursuing these corporations by closing loopholes and even through the use of litigation to cease these techniques.

If Amazon catches you utilizing black hat tips for critiques, it may be very troublesome to be reinstated, and you would lose entry to the platform as a complete.


For our purchasers, we discover that we will collect sufficient critiques to acquire buyer confidence with the accessible applications. This consists of using Voice of the Buyer to keep away from unfavorable critiques and strategically organizing variation listings on Amazon to have wholesome conversion charges.

As {the marketplace} grows, Amazon is closing the fast and straightforward methods to rank; sellers must study to develop extra strategic launches with merchandise that clients genuinely love.

This has additionally allowed Amazon to rebuild a number of the belief clients have within the critiques on the platform.

As a result of Amazon is a dynamic and ever-changing ecosystem, it’s important to repeatedly verify for updates and adjustments to the phrases of service and market tips.

Every part on this article is predicated on the particular state of Amazon Insurance policies on the time it was written.

Nevertheless, insurance policies can change shortly, so double-check the insurance policies to make sure that what’s being beneficial right here continues to be the present coverage.

Extra Sources:

Featured Picture: Black Salmon/Shutterstock


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