Last updated on July 6th, 2023
Written by Mohamed Aden
On average, 88% of customers read product reviews before buying to ensure they're not wasting money. Amazon shoppers are no different. In fact, Amazon's A10 algorithm considers seller feedback and product reviews as some of the many deciding factors when ranking products in the search results.
So, the consensus among sellers is that customer dissatisfaction and negative product reviews are bad. You're better off not having them. But that's not entirely true. There are a few good things that bad reviews on Amazon can benefit sellers regarding account optimization.
While having too many of them can negatively affect your search ranking, having no negative reviews can also hurt your conversion rate. Surprisingly, negative feedback can benefit you as an Amazon seller in the long run. Read on to find out how!
Before continuing with how the ways negative reviews help with account optimization, let’s first differentiate these two seemingly similar terms: seller feedback vs. product reviews. They may be related, but they have significant differences.
When optimizing your Amazon account, it is crucial to understand how each aspect works, as they play a vital role in enhancing your visibility and reputation on the platform.
Don't worry too much about negative product reviews. Instead, look at ways to make them work in your favor. Here are five reasons outlining why negative reviews can be vital in your Amazon business:
Most customers are considerably knowledgeable about eCommerce and the broader landscape of retail. If you think buyers are unaware of certain sellers creating positive but fake reviews for their own benefit, you'd better think again.
The Amazon A10 algorithm, like customers, relies on seller authority to rank products. It's easy to get a perfect rating but what matters more to Amazon is consistency.
To illustrate, which product rating do you think is more trustworthy: a perfect 5-star rating with less than 100 reviews or a 4.6-star rating and over a thousand reviews? Unsurprisingly, most people would choose the latter because it has more significant social proof.
Don't be fooled by flawless stars; embrace the power of over a thousand voices!
An almost-perfect rating with more than a thousand reviews shows that the product still managed to satisfy or even go beyond the majority of customer expectations.
Have you ever heard of the saying, “You can't please everybody?” This notion holds greater significance in the retail business. Managing the customer’s expectations can be challenging because of the diverse shopping preferences and requirements. The following reasons contribute to this phenomenon:
These reasons make it harder for sellers to please everybody, and customers are also becoming aware of it. Consequently, prospective buyers no longer look for a seller with a perfect 5-star rating. They'd rather have someone with around 4.9 stars or nearly-perfect star ratings.
Amazon customers love getting a wealth of information about products. The more information they get, the more informed their purchase decisions will be. Because of this, the demand for honest reviews has significantly increased. People want to know not only the valuable features of the products but also where it falls short.
Contrary to popular belief, customers knowing the negative aspects of your product won't necessarily push them away. The decisive factor in their choice is still the price. You often see reviews like, “It's good for the price,” or “It's worth the price,” showing how people factor in the price when it comes to satisfaction.
Many buyers consider 5-star reviews without any other detail fake. For a negative product review to be helpful, it should have three components:
As a seller, improving your products is a must, not just for Amazon account optimization but also to satisfy your customers. You can't accomplish that without getting information from them; after all, they're the ones buying and using your products.
If you're the manufacturer, you can have your development team look at negative reviews, so they'll know what other things they can do to enhance your products. You can also pass it on to the manufacturer if you aren’t the one who’s making them.
| Example: A customer complained about a particular weakness in the boots he bought for his daughter, where snow accumulates at the bottom of the soles. This negative review will serve as room for improvement for manufacturers. The manufacturer should clarify that the boots require a break-in period to perform well in snowy conditions. This information can then be added to their updated Amazon product listing description, so future customers will know what to expect. |
Consumers want to be treated as a person, not a number. Automated communication is good, but some prefer to communicate with the seller directly about their concerns. This way, you can get more information about their negative product review.
A 30,000-respondent survey conducted by Bazaarvoice states that 48% of the respondents are more likely to buy from businesses that respond to their customer reviews. This can potentially boost conversions and sales.
When browsing Amazon, look for the "Verified Purchase" label on the right side of the product variances. The negative review may be invalid if you do not see this label. Responding to invalid issues serves no purpose, so we recommend creating a request for Amazon to remove it.
| ⚠️ Any sign of profanity can also be a ground for removing the bad review. To do so, click the “Report abuse” button under the review or email community-help@amazon.com to notify Amazon about your concern. |
Let your customer know you feel bad about the negative experience. Empathy is one of the most critical aspects of customer service. Show them that you're also human and you understand their situation.
Making excuses is not an option here. It will only make the situation worse. Tell your customer that you regret the negative experience and start offering solutions. There are several options to address the problem without influencing the original review.
Check out this game-changing feature for registered brand sellers, where you can easily communicate with unsatisfied customers and address their concerns:
You may process a refund, replace the product, process a return, offer discounts, or offer freebies. Remember, Amazon has policies penalizing sellers trying to manipulate customer reviews.
Some buyers are crafty when choosing the products they purchase. They evaluate your products and services based on the specifications in the ratings. And among these ratings, the negative reviews uncover the worst-case scenario associated with buying from you.
Most buyers look at these reviews objectively. For example, if they see a one-star review stating that their purchase was delivered two days late, they may perceive such a rating as quite severe for a slight delay. This might even make them buy from you. Compared to a seller with no negative reviews, you appear more credible for letting these reviews reveal your drawbacks.
Most importantly, negative reviews that go into detail about what went wrong with the product or service may actually spark inspiration in the seller. They can provide better insight into your target audience’s needs, allowing you to not only improve but also give you a brand-new product or service idea.
| Example: If your phone case product gets a review criticizing its inability to withstand water, you can manufacture and offer waterproof products more durable than your current designs. |
If you receive a negative product review, calm yourself and get to work. It's not the end of the world. Customers write negative reviews all the time. Your overall average star rating may suffer slightly, but it’s crucial to remember that having a few of these can be useful to you as a seller.
That said, it doesn't mean your goal is to get as many bad reviews as possible. The point is not to get discouraged when you get some. When done right, Amazon account optimization can make them work in your favor.
Remember the saying, “Nothing is permanent except death, taxes, and unfavorable reviews.” If you plan to sell for some time on Amazon, expect a few negative reviews and know precisely what to do using the tips we shared. Are you still finding it difficult to optimize your Amazon account? Let the experts handle it on your behalf! Book a call with Seller Interactive’s Amazon professionals today.
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