How to Develop the Best Amazon Review Strategy? (1)

What’s Covered!

Expert Advice: How to Develop the Best Amazon Review Strategy? - Tips by Pritesh Mittal (COO & Co-founder, Growisto)

Tip of the week: How did a $100 million ARR global brand turn Amazon into a profitable channel within a quarter?

Case Study: How did Growisto help a leading US manufacturer achieve 100/100 Google Page Speed Score?

Tool of the Week: Brand Protection on Amazon with VantageBP

Expert Advice

How to Develop the Best Amazon Review Strategy?

According to the Spiegel Research Center, having five reviews raises the chances of making a purchase by 270 percent. Therefore, it is very essential for Amazon sellers to optimize their Amazon review strategy in order to boost sales and credibility of their brand.

How to get Amazon reviews?

As per Amazon guidelines, a seller can follow-up multiple times with a customer for a review. However, in no way the seller can try to influence the review as it will be a violation of the guidelines. Keeping the same in mind, we suggest the following ways to get reviews for your Amazon products:

Vine reviews: Amazon offers the Vine Program to Brand Registered sellers, with fewer than 30 reviews, to help them connect with reviewers. You send in 30 units, which are subsequently sent out for free to Vine reviewers who have been selected by Amazon.

The significance of this Amazon review service comes from the fact that Vine reviewers, also known as "Vine Voices," are picked by Amazon based on the usefulness of their previous reviews. Through this program, you may have a better chance of acquiring more extensive reviews than through other routes.

Email campaigns: Amazon sends an automated e-mail asking for feedback after a purchase; however, don’t depend on those generic messages to spur reviewers into action.

• Allow enough time for the buyer to receive and use your product before sending a follow-up message through your Amazon seller account.

• Make sure the content is friendly and genuinely expresses interest in their satisfaction.

• Personalize it as much as possible to enhance their response rate.

• Include a reminder to "leave a review" with a link to your product page, but emphasize that you just want an honest evaluation and that they are under no compulsion to do so.

Product inserts: A product insert is a small card that is included in the packaging of your product. You add a little "thank you" remark on the card and politely request that the customer leave a review. On your product insert, you might want to put a QR code with a link to the product review page or a landing page (that goes on to ask for a review). Here are some guidelines for creating product inserts:

• Request product reviews, but keep your tone impartial. It's against Amazon's guidelines to tell consumers to write you a five-star rating or a positive review.

• Provide relevant information about the business and the product. Make sure people know how to reach you if a problem arises. Negative product reviews can be avoided by providing excellent customer service.

• Incentivize in a different way. While a product insert can't monetarily incentivize reviews, it can encourage individuals to join your email lists or follow you on social media. This will be beneficial to you in the future.

How to Manage reviews?

The next step in an optimized Amazon review strategy is to manage the negative or irrelevant reviews. In case you get a review and the keywords used are not targeted towards your product, then reach out to Amazon and get the irrelevant reviews removed. For example, If you are selling “facewash”, but a negative review talks about a “face cream”, then you should contact Amazon and get it removed.

These reviews will not only affect your sales but also the overall effectiveness of your review strategy, therefore, it is advised to get the irrelevant reviews removed at the earliest.

How to utilize data gained from reviews?

Finally, the last step is to thoroughly analyze the reviews and utilize the insights to optimize your product listings, sentiment analysis, and competitor analysis. Following are the ways to utilize the data gained from reviews:

1. Use reviews for sentiment analysis - Thoroughly analyze your product reviews and try to map the customer sentiments about what they like and what they don’t. This will give you a clear picture of their likes and dislikes related to a particular product. Moreover, if they don’t have clarity about something, like the product listing or a product feature, take note of that and try to optimize your listings accordingly.

2. Competitor analysis - Keep a close eye on your competitor’s reviews as well. Check what they are talking about in their reviews, what are the features they like and what are the keywords used in the response. This way you can incorporate the positive aspects in your review strategy and make it more optimized.

3. Extensive competition review for new product launches - If you are launching a new product, then it is vital for you to analyze your competitor’s Amazon reviews and listings. This way you can align your keywords, images, etc, accordingly and build a more focused approach.

4. Use reviews to improve product listings - Identify the unique keywords, properties, features, etc being used in competitors’ product listings. Take note of the words they use to describe a product. If you see an innovative keyword or a unique use-case of your product being described in the reviews, you can incorporate the same in your listing as well. For example, you sell a beauty cream that focuses on acne, but in the reviews, someone is also talking about another result they achieved on using the cream. Then, you should include the new use-case of the cream in your product listings. Hence, reviews can be used to discover new keywords and uses that can be added to your product listings.

Incorporating the above-mentioned tips into your strategy is the best step forward in building an optimized Amazon review strategy that promises to increase sales and build brand recognition on Amazon, carving a path for long-term growth.

Tip of the week

How did a $100 million ARR global brand turn Amazon into a profitable channel within a quarter?

A $100 million ARR global brand selling their products across multiple countries on Amazon was facing losses.

Here's how data segmentation helped them took some hard decisions to turn marketplaces into a profitable channel for the business within a quarter.

The problem?

The brand was looking at the data at an overall level. The hypothesis was that ad campaigns are not efficient.

Therefore a lot of focus was on optimizing the campaigns. Identifying negative keywords, removing low-performing keyword, pausing nonperforming campaigns.

But they were still facing losses.

This led to wastage of a lot of money!

What was the solution?

Segmentation of data to find out the real root cause!

We helped the brand in creating the dashboards to understand the data better:

As a result, some products were discontinued in some specific markets. In those markets, demand for those products was not much. Even after a lot of discounting, they were not picking up

With this level of detailing it was clear, what all products were making profits and what all were making losses. This led to the focus on products and markets that were working well. Campaigns were scaled in these markets and for these products. The brand saw an immediate drop of 50% in topline, but the margins turned positive. With positive margins, they were able to invest more in ads in the right areas and scale back their business to original levels within a span of 6 months

Summary:

Initially, the problem was not in ad campaigns. It was with wrong assumption. If the initial hypothesis is wrong, then your actions are bound to be wrong. Data never lies. Take its help to find the right problem to solve.

Case Study

How did Growisto help a leading US manufacturer achieve 100/100 Google Page Speed Score?

The client is a US manufacturer with 150,000+ products in safety signs and labels categories.

Our Objective:

Improve performance of the website, category pages, and product detail pages to enhance website conversions, user experience, and SEO rankings

Our Strategy:

Results:

• All 6 - Core Web Vitals Moved to Green

• 100/100 - Desktop Page Speed Insight Score

Tool of the Week

Brand Protection on Amazon with VantageBP

VantageBP offers end-to-end brand protection on Amazon from counterfeit detection to unauthorized seller tracking and MAP enforcement.

1. Counterfeit Detection: Smart data analysis and advanced pattern recognition weeds out suspect product listings and resellers for review.

2. Intellectual Property Enforcement: File expedited enforcement actions against trademarks, copyright images, and patent infringements using automation.

3. MAP Monitoring and Enforcement: Identity and enforce price violations automatically within our easy-to-use dashboard.

4. Database of 100,000+ Identified Sellers: Gain rich reseller information such as company name, company address, known suppliers, company contacts, and more.

5. Physical Unauthorized Seller Notices: Send automated physical notices through mail to addresses that have been identified through our routine investigations.

6. Online Investigations: Leverage a combination of machine learning and industry techniques to identify unknown resellers.

7. Fake Website Removals: Suspend payment processing and terminate websites through various processes depending on website host.

8. Unauthorized Licensee Enforcement: Identify and remove unlicensed resellers from 3P marketplaces helping to ensure authenticity of your brand.