If you were a shopper, can you trust Amazon products with no reviews? Probably not. So, as a seller, what’s stopping you from managing your Amazon product reviews?
When shoppers browse Amazon, they don’t just look at the pictures and descriptions of the product listings, they check reviews to confirm product quality and reliability. A steady flow of positive reviews builds trust, boosts sales, and strengthens your product’s visibility on Amazon.
Since product reviews come from real customers, they carry a lot of weight. That’s why having a solid strategy to get more positive reviews is essential for the long-term success of an Amazon business.
To help sellers with this, our Amazon agency created this guide covering Amazon’s review policies and the best ways to get more positive product reviews. Let’s dive in.
Table of Contents
What Is Amazon Product Reviews?
Amazon product reviews are left by buyers to share their experience with a product. Reviews help potential customers gauge product quality, reliability, and overall satisfaction.
Shoppers can leave a review by giving a 1-5 star rating and, optionally, adding a written explanation, image, or video. Some buyers may only leave a star rating without any comments, which still contributes to the product’s overall rating.
Amazon calculates a product’s average rating using more than just a simple average. Factors like review recency and whether the purchase was verified affect the final rating.
The Impact of Amazon Product Reviews
Amazon product reviews are a powerful factor in a seller’s success, shaping customer trust and influencing sales. Here’s how Amazon reviews can impact your business:
- Most shoppers check reviews before purchasing, influencing buying decisions.
- Verified reviews build trust and reassure buyers about product quality.
- More positive reviews lead to higher sales.
- Reviews provide insights that help sellers improve products.
- A steady flow of quality reviews boosts visibility in Amazon search results.
Amazon Product Review Guidelines
Amazon has strict guidelines for both customers and sellers regarding product reviews. These rules ensure that reviews remain authentic, unbiased, and helpful for shoppers making purchasing decisions.
Guidelines for Amazon Customers
Customers can leave reviews to share their genuine opinions about a product, whether positive or negative. However, Amazon has a zero-tolerance policy for reviews that are misleading or meant to manipulate shoppers.
The following types of reviews are not allowed:
- Reviews from individuals with a financial interest in the product.
- Reviews from close friends or family members of the seller.
- Reviews written by the product manufacturer posing as a customer.
- Multiple negative reviews for the same product from one customer.
- Reviews in exchange for money, discounts, or free products.
- Reviews written to boost or damage a competitor’s product.
Guidelines for Amazon Sellers
Sellers must follow Amazon’s policies to ensure fair competition and maintain customer trust. Violating these guidelines can lead to suppressed product listings or even account suspension.
The following actions are strictly prohibited:
- Writing fake reviews for their own products or competitors’ products.
- Offering incentives (money, discounts, free products) in exchange for reviews.
- Asking customers to change or remove negative reviews.
- Using third-party services to manipulate reviews.
- Directing negative reviews away from Amazon while pushing positive reviews to the platform.
- Creating fake variations to combine reviews and boost ratings.
- Including review requests in packaging that offer incentives.
Dos and Don'ts to Get More Product Reviews on Amazon
Shoppers tend to choose the Amazon products with the most reviews because it signals that many others have already purchased and tested it. This social proof builds credibility and increases conversions.
Naturally, sellers want to generate more positive reviews, but it’s essential to do so the right way. Keeping these dos and don’ts in mind will help you grow reviews while staying compliant with Amazon’s policies.
Dos to Get More Amazon Product Reviews
Use Request a Review Button
Amazon provides a built-in Request a Review button in Seller Central. This allows you to send a review request to customers within 30 days of their purchase. Since the request comes directly from Amazon, it complies with Amazon’s policies and ensures a higher response rate.
Include Product Inserts
Including a product insert in your packaging is a great way to remind customers to leave a review. However, keep it neutral, do not ask for only positive feedback or offer incentives. Instead, thank the customer for their purchase and encourage them to share their honest experience.
Enroll in the Vine Program
Amazon’s Vine Program allows registered brand owners to receive reviews from trusted Vine Voices—a group of experienced Amazon reviewers. By sending free products to Vine members, you can get high-quality, unbiased reviews that help boost your product’s credibility.
Use Review Automation Tools
Third-party tools, such as Feedback Whiz, can help automate and streamline the review request process. These tools primarily assist in monitoring your reviews and automating review requests, ensuring you consistently collect feedback without the need for manual effort.
Don'ts to Get More Amazon Product Reviews
Buy Fake Reviews
Purchasing fake reviews from third-party services, social media groups, or review clubs can lead to severe consequences. Amazon actively monitors for fake reviews, and if caught, your product could be delisted, and your account may face suspension or legal action.
Ask for ONLY Positive Reviews
It’s against Amazon’s rules to ask customers for positive reviews while discouraging negative ones. Your requests should be neutral, simply inviting customers to share their honest feedback.
Incentivize Reviews
Offering discounts, free products, refunds, or other incentives in exchange for a review is strictly prohibited. Amazon has a zero-tolerance policy for this and will take action against sellers who engage in such practices.
Violate Guidelines
Amazon has clear guidelines for sellers regarding customer reviews, and violating these rules can lead to serious repercussions. Any attempt to manipulate reviews can result in penalties, including account suspension.
How to Manage Amazon Product Reviews
Knowing how to manage your Amazon product reviews is essential for maintaining your brand’s reputation and improving your products. Whether a review is positive or negative, understanding customer reviews allows you to address concerns, enhance your products, and optimize your listings.
Steps to Access Amazon Product Reviews
By regularly checking your reviews, you can gain valuable insights into what customers love about your product and identify areas for improvement. Here’s how you can do it:
Step 1: Log in to Seller Central
- Visit Amazon Seller Central and log in with your credentials.
Step 2: Access Customer Reviews
- Click on the Brands tab, then select Customer Reviews from the menu.
- This section displays reviews left on your product listings.
Step 3: Search and View Review Details
- Use the search bar or filters to find the product you want to review.
- Click Show Review Details to view the full review.
Best Practices for Handling Product Reviews
Following best practices for managing product reviews can help build customer trust, improve brand reputation, and boost sales. By handling reviews the right way, you can turn feedback into an opportunity for growth.
Follow these best practices to manage your product reviews effectively:
- Address reviews quickly to show customers their feedback matters and prevent issues from escalating.
- Maintain a professional tone in all responses to uphold your brand’s credibility.
- Recognize customer concerns and show appreciation for their feedback.
- Provide clear resolutions for any issues, such as troubleshooting steps or a refund if necessary.
- Thank customers to encourage repeat purchases and build brand loyalty.
Requesting Product Review Removal
Amazon allows the removal of reviews that violate its guidelines, such as those containing offensive language, promotional content, or false claims. Here’s how to request product review removal on Amazon:
Step 1: Go to Customer Reviews
- Log in to your Amazon Seller Central account.
- Go to the Brands tab and select the Customer Reviews section.
Step 2: Find the Review You Want to Remove
- Search for the review that violates Amazon’s guidelines and locate it.
Step 3: Report the Review and Provide Details
- Click the Report option and explain clearly why the review should be removed based on Amazon’s policies.
Step 4: Wait for Amazon’s Response
- Amazon will review your request to see if the review meets the criteria for removal.
- Be patient, as this process may take some time.
How to Prevent Negative Product Reviews on Amazon
Negative reviews are an unavoidable part of selling on Amazon, but taking proactive steps can help reduce them. While it’s impossible to eliminate negative reviews completely, doing these best practices can significantly reduce the chances of receiving them. Here’s how:
Optimize Product Listings
Optimizing your product listing helps prevent misunderstandings, ensuring customers know exactly what they’re purchasing. A clear and accurate product description sets the right expectations and reduces the likelihood of negative reviews.
Use bullet points to highlight your product’s unique qualities and key features. This makes it easier for customers to scan important details and quickly understand what sets your product apart.
Use High-Quality Images
Using high-quality images that accurately represent your product helps customers know exactly what to expect when it arrives. Show multiple angles to give a complete view of the product, ensuring customers can clearly see its features.
Lifestyle images also help customers visualize how the product fits into their lives, increasing their connection to the item. Additionally, A/B testing your images allows you to gather feedback and fine-tune your visuals to better resonate with potential buyers.
Provide Great Customer Service
Responding to shopper questions promptly helps clarify any doubts before they even make a purchase, ensuring they have all the information they need. By addressing concerns early, you can prevent misunderstandings and reduce the likelihood of negative reviews later.
And, if a customer contacts you with a complaint about the product they received, offer a solution such as a replacement, refund, or troubleshooting. This proactive approach shows you value their experience and are willing to resolve any issues quickly.
Want to provide better customer service to your shoppers? Enroll in MAG School’s Customer Service Training course today.
FAQs About Amazon Product Reviews
Maximizing Reviews for Your Product on Amazon
Amazon product reviews can be the deciding factor for shoppers when choosing between your product and a competitor’s. Therefore, it’s crucial to handle these reviews with care to build trust and drive sales, ensuring you follow Amazon’s guidelines and best practices.
By prioritizing authentic feedback, utilizing the right tools, and staying proactive in review management, you can build lasting credibility and drive sustained growth. And remember, avoid any shortcuts, such as purchasing reviews or offering incentives, as these tactics can lead to penalties and harm your brand’s reputation.
If you’re looking for help managing your Amazon account and optimizing your product reviews, reach out to our full-service Amazon agency for expert support.
