Delphinia’s tests 3 methods for generating Amazon Product Reviews
Product reviews are really important on Amazon – they’re not just part of the customer decision making process but are critical to increasing product visibility and sales: Amazon product reviews play a key part in the Amazon algorithm that decides what customers see when they search.
Looking at inventory for my test store*, it’s really noticeable that 10% of the products get all the reviews – and these are the 10% that sell well! I can clearly see the lovely virtuous circle that reviews create.
But what about those poor products that don’t get reviews? They’re just as good, customers will love them just as much but they aren’t making it to the big time through lack of reviews.
So this week’s experiment was to look at ways to increase Amazon product reviews on my test store.
Of course, Amazon invites all sellers to review products after they’ve been purchased, but the response to these invites is diminishing over time. During peak selling time (i.e. running up to Christmas), product reviews really fall off – I mean, who has the time? Really?
You can add on a service like FeedBack Five to help you manage product reviews and go a little further to solicit more reviews. This works well for some sellers though I’ve trialled this with a client who received negative reviews because some customers don’t like to be asked – ‘I was going to give you a positive review but because I don’t like to be asked, I’ve given you a negative one’! You won’t know whether this will work for you and your customers unless you test it so give it a trial, see if it works.
So I set about testing 3 other methods of generating Amazon reviews. Firstly, I set up 3 different Claim Codes for 3 products in Amazon Seller Central that customers could order for free (yes, generous, I know – but this is in the interest of science! – and I took the precaution of limiting the stock available for each of these 3 products to 10 units each). Then I provided these Codes to three different audiences:
- AMZ Tracker review club: there are several review clubs around at the moment and these are a valid way of soliciting feedback for products on Amazon. But do they work? Subscribers have agreed in advance to review products that they get through the club but do they have the reach to generate responses from their subscriber base? Will those responses delivery quality feedback?
- Existing customers: I’ve got some pretty nice, loyal and happy customers who I can reach via my Facebook page and newsletters. I’m happy to offer them a freebie and I think I can trust them to go back and review the product! Let’s see….
- Top Amazon reviews. Amazon have some pretty busy reviewers who are happy to be approached to review products…they are painfully objective and will happily give poor reviews if the product merits it. I provided a Claim Code to Amazon.co.uk’s top female product reviewers – and sat back to see what happened next….
So which is going to be most successful at generating reviews?
And are those new reviews going to have a significant impact on sales?
Watch this space to find out!
*Delphinia runs Nailtopia Ltd’s Amazon store as a test store to test new services and ideas for clients.