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Leveraging Customer Reviews On Amazon: A Comprehensive Guide

Leveraging customer reviews on Amazon, in the ever-evolving world of fierce competition, can be your secret weapon to success. These valuable insights, shared by satisfied customers or vocal critics, can significantly impact your Amazon rankings, sales, and overall business growth. 

Join us as we delve into the strategies that can set you apart in this thriving marketplace through the power of customer reviews.

Leveraging Customer Reviews On Amazon: Impact on Amazon Rankings

The role of customer reviews in Amazon’s algorithm

Customer reviews play a significant role in Amazon’s algorithm, also known as the A9 algorithm, for a number of reasons:

  1. Product Ranking: The more positive reviews a product has, the higher it tends to rank in search results. This is because Amazon’s algorithm sees positive reviews as a sign of a product’s popularity and quality. 
  2. Customer Trust: Products with a higher number of positive reviews are more trusted by customers. Amazon’s algorithm takes this into account, placing such products higher in search results to enhance the customer experience.
  3. Sales Velocity: Positive reviews can lead to an increase in sales, which is another factor that Amazon’s algorithm considers when ranking products. The more a product sells, the higher it will rank.
  4. Feedback for Improvement: Reviews, both positive and negative, can provide valuable feedback for sellers. This allows them to make necessary improvements to their products, which can ultimately lead to more positive reviews and a higher ranking.
  5. Verified Purchase Reviews: Amazon’s algorithm places a lot of weight on “verified purchase” reviews. These are reviews left by customers who purchased the product directly from Amazon. These reviews are seen as more trustworthy and can significantly influence a product’s ranking.

Remember, while customer reviews are important, they are just one of many factors that the Amazon algorithm considers when ranking products. Other factors include price, sales history, product availability, and relevance to the search query.

How positive reviews can boost your product’s visibility

Positive reviews can boost your product’s visibility in a number of ways.

The correlation between the number of reviews and ranking

The number of reviews a product has on Amazon can significantly impact its ranking. Here’s how:

  1. Improved Search Engine Rankings: Amazon’s A9 algorithm considers the number of reviews when determining a product’s ranking. Products with a higher number of reviews, particularly positive ones, are likely to rank higher in search results.
  2. Increased Consumer Trust: A product with a high number of reviews typically indicates that it is popular and trusted by consumers. This can lead to more clicks and purchases, which further improves the ranking.
  3. Boosted Sales Velocity: More reviews often lead to more sales, and this sales velocity is another critical factor in Amazon’s ranking algorithm. A product that sells more frequently will typically rank higher than similar products with fewer sales.
  4. Visibility in ‘Top Rated’ and ‘Most Wished For’ Lists: Products with a high number of positive reviews can appear in Amazon’s ‘Top Rated’ and ‘Most Wished For’ lists, which can significantly increase their visibility and ranking.

While the number of reviews can correlate to higher rankings, it’s important to note that the quality of reviews also plays a significant role. A product with fewer but highly positive reviews can sometimes outrank a product with more reviews but a lower average rating. Amazon’s algorithm is designed to prioritize the customer experience, so products that are well-received by customers tend to rank higher.

Leveraging Customer Reviews On Amazon: Quality of Reviews

What does “quality of reviews” refer to?

The quality of reviews typically refers to several key elements:

  1. Detail and Relevance: High-quality reviews provide specific, detailed feedback about the product or service. They focus on the features, functionality, and performance, and how these aspects met the customer’s needs or expectations.
  2. Helpfulness to Other Customers: A quality review is not just about sharing an opinion, but also about helping other customers make informed purchase decisions. This means including information that others might find useful or relevant.
  3. Accuracy and Honesty: Quality reviews accurately reflect the customer’s experience, both positive and negative. They are honest, fair, and not misleading, providing a balanced view of the product or service.
  4. Clarity and Coherence: Good reviews are well-written and easy to understand. They are logically structured, use clear language, and avoid unnecessary jargon.
  5. Constructive Criticism: When the review is negative, a quality review provides constructive feedback. Rather than just complaining, it offers suggestions for improvement, helping the seller or manufacturer understand how they can improve the product or service.
  6. Compliance with Review Guidelines: Quality reviews also adhere to Amazon’s review guidelines. They do not contain promotional content, offensive language, or personal information, and they are related to the product or service in question.

Remember, while sellers can encourage customers to leave reviews, they should not attempt to influence the content of the review in any way. This can lead to penalties from Amazon.

Why is the quality of reviews important?

The quality of reviews on your product listings on Amazon is crucial for several reasons:

A yellow and white poster promoting the need for high-quality reviews on Amazon.

How do I determine the quality of my customer reviews on Amazon?

Determining the quality of your customer reviews on Amazon involves understanding and evaluating several key factors:

  1. Rating: The star rating gives an immediate indication of customer satisfaction. A higher average rating suggests better quality reviews and overall customer satisfaction.
  2. Content: Analyze the content of the reviews. High-quality reviews are detailed, provide specific feedback about the product, and help other customers make informed decisions.
  3. Relevance: Check if the reviews are relevant to the product. They should discuss the product’s features, performance, and value, not irrelevant topics or issues related to delivery.
  4. Constructive Criticism: Even negative reviews can be high quality if they provide constructive feedback on how to improve the product.
  5. Verified Purchase: Reviews marked as “Verified Purchase” are generally considered more trustworthy, as they confirm the reviewer actually bought the product from Amazon.
  6. Helpfulness Votes: Amazon allows customers to vote on whether a review was helpful. A high number of “helpful” votes can indicate that a review is high quality.
  7. Review Frequency: Regular and recent reviews can indicate a consistent level of product quality and customer satisfaction.

Leveraging Customer Reviews On Amazon: Requesting Customer Reviews

Amazon does not require sellers to request reviews from customers because it already does this on your behalf. To request a review for a specific order, we recommend using the “Request a review” feature found on the Order Details page. Instead of reaching out to the customer via email or Buyer-Seller Messaging, this method offers several advantages:

  1. Combined Requests: When you use this feature, both a product review and seller feedback are requested in the same email. These requests utilize standardized language and are automatically translated into the customer’s preferred language.
  2. Timing: You can utilize this feature to request reviews once per order, and it’s best done between 5 and 30 days after the order’s delivery date. This ensures that customers receive relevant and timely review requests, enhancing the likelihood of their participation.

Watch this video where Steven Pope, founder of My Amazon Guy, shares a review generation strategy:

Leveraging Customer Reviews On Amazon: Encouraging Customers to Leave Reviews

Importance of post-purchase follow-up emails

Post-purchase follow-up emails play a crucial role in your Amazon business for several reasons:

  1. Enhance Customer Experience: Follow-up emails can provide additional value to customers, such as usage tips for the product, or simply thanking them for their purchase. This can enhance their overall shopping experience.
  2. Encourage Reviews: Politely asking for a product review in a follow-up email can help increase the number of reviews you receive. More reviews can boost your product’s visibility and ranking on Amazon.
  3. Address Issues Proactively: By checking in with customers, you can address any issues or concerns they might have before they leave a negative review. This allows you to turn potentially negative experiences into positive ones.
  4. Build Customer Loyalty: Follow-up emails show customers that you value their business and care about their experience. This can help to build customer loyalty and increase the likelihood of repeat purchases.
  5. Collect Valuable Feedback: Feedback received through follow-up emails can provide valuable insights into how your product is being received, and can highlight areas for improvement.
  6. Promote Other Products: Once you have established a relationship with the customer, follow-up emails can also be used to introduce other products you sell that might interest them.

Providing excellent customer service to generate reviews

Providing excellent customer service is a strategic way to generate more reviews on Amazon. Here’s how you can approach it:

  1. Be Proactive: Reach out to customers after they have received their order to ensure everything is satisfactory. This can help solve any issues before a possible negative review and shows you value their feedback.
  2. Prompt and Polite Communication: Respond to customer inquiries in a timely and polite manner. Quick, effective responses can leave a positive impression and encourage customers to leave a review.
  3. Solve Issues Effectively: If a customer has a problem, resolve it promptly and effectively. Customers appreciate sellers who are committed to their satisfaction and may express this in their review.
  4. Ask for Reviews: After providing excellent service, it’s okay to ask customers to leave a review. However, remember to stay within Amazon’s guidelines – don’t pressure or incentivize them to leave a review.
  5. Continuous Improvement: Use customer feedback to continuously improve your customer service. Demonstrating commitment to improvement can lead to positive reviews.
  6. Follow-up: After resolving any issues, follow up with the customer to ensure they are satisfied with the solution. This extra step can enhance their overall experience and potentially lead to a positive review.

Here’s another video where you could learn about contacting buyers for their reviews:

Can I offer incentives to get customer reviews?

No, offering incentives for reviews is against Amazon’s policies. Amazon’s guidelines are designed to maintain the trust and integrity of reviews on the platform. They explicitly prohibit any kind of manipulation of product reviews. This includes offering incentives like discounts, free products, or cash in exchange for reviews.

Violating these guidelines can lead to severe penalties, such as suspension or termination of your seller account. It’s important to encourage reviews in an ethical and compliant way, such as by providing excellent customer service, selling high-quality products, and politely asking customers to leave a review after their purchase without offering any form of compensation.

Leveraging Customer Reviews On Amazon: Dealing with Negative Reviews

Responding to negative reviews

Responding to negative reviews can be a delicate task. Here are some best practices to follow:

  1. Respond Promptly: Customers appreciate a quick response. This shows them that you take their feedback seriously and are committed to resolving their issues.
  2. Stay Professional: Always maintain a professional tone, even if the review is harsh or unfair. Avoid getting defensive or argumentative.
  3. Apologize and Show Empathy: Start your response by apologizing for the negative experience. This shows the customer that you genuinely care about their satisfaction.
  4. Address the Issue: Acknowledge the specific issue mentioned in the review and provide any additional context if necessary.
  5. Propose a Solution: Whenever possible, propose a solution to the problem. This might involve a refund, replacement, or steps to fix the issue.
  6. Take the Conversation Offline: If the issue is complex, consider asking the customer to contact you directly. This allows you to address the issue in more detail without airing all of the specifics publicly.
  7. Learn from the Feedback: Use negative reviews as an opportunity to improve. If you notice a trend in the complaints, consider how you might modify your product or service to better meet customer expectations.

To know more about how to manage negative reviews, here are some videos you can watch:

Can negative reviews help build credibility?

Yes, negative reviews can, paradoxically, help build credibility for your Amazon listings for several reasons:

  1. Realistic Expectations: Negative reviews can help set realistic expectations for potential buyers. They provide a balanced view of the product, which can prevent future negative reviews from customers who had unrealistic expectations.
  2. Authenticity: A mix of positive and negative reviews can make your product reviews appear more authentic. If a product only has positive reviews, customers may be skeptical and question their legitimacy.
  3. Improvement Opportunities: Negative reviews can highlight areas where your product or service can be improved. By addressing these issues, you can enhance your product and customer satisfaction over time.
  4. Trustworthy Response: How you respond to negative reviews also matters. A professional and thoughtful response to a negative review can demonstrate to customers that you value their feedback and are committed to resolving issues, which can build trust.
  5. Decision Making: Some customers specifically look for negative reviews while making their buying decision. They want to know the worst-case scenario before making a purchase.

While no seller wants negative reviews, they are a normal part of doing business and can be used strategically to improve and grow. However, it’s important to aim for predominantly positive reviews by offering high-quality products and excellent customer service.

Leveraging Customer Reviews On Amazon: Track Your Reviews

Is there a tool in Seller Central for tracking customer reviews?

Yes, the Customer Reviews page offers brands a convenient means of monitoring all new customer reviews for their products and extending assistance to buyers when the star rating falls below four. 

This monitoring of customer feedback serves as a crucial step in identifying and rectifying product or listing issues, as well as detecting and reporting instances of abuse. 

By providing support or solutions to dissatisfied customers, you can enhance overall customer satisfaction.

It’s important to note that this feature is exclusively accessible to sellers who are registered as brand owners. If you do not have access to this feature, it indicates that you haven’t been verified as a brand owner.

Accessing the Customer Reviews Page

Learn how to create a new customer in WooCommerce using the Seller Central Management tool by My Amazon Guy.
  • In Seller Central, go to Brands > Customer Reviews.
  • You have the option to filter customer reviews based on their star rating, brand (this applies when the brand owner is a “Brand Representative” for multiple brands), or specific time periods. Simply utilize the filters located at the top right corner to refine your search and access the reviews that matter most to you.
Description: A screenshot of the customer reviews page on a marketplace website.
  • When you are the seller of record for a transaction that has generated a critical review from a verified purchase, you will notice the “Contact Buyer” option at the top right of the critical review. Upon clicking “Contact Buyer,” you will be presented with two choices:

Courtesy Refund: This option allows you to offer a full courtesy refund to the buyer.

Customer Support: Selecting this option enables you to engage with your customer to seek clarification on any product issues mentioned in their review. This provides an opportunity to address their concerns and provide assistance.

  • If you opt for a “Courtesy Refund,” the system will automatically generate an email offering a full refund to the customer.

However, if you find that you need to gather additional information from the customer before providing assistance, you should choose “Customer Support” as the contact reason. In this case, an automated email will be generated, seeking the customer’s permission to be contacted via the Buyer-Seller messaging system. Once you’ve made your selection, simply click “Send” to initiate the appropriate communication.

  • Customers will be able to view the message within the Message center in Your Account page. When a customer replies to the brand owner’s message, a buyer-seller message will be generated in Seller Central within the Messages page.

Leveraging Customer Reviews On Amazon: Voice of the Customer

This is a page in Seller Central where you can harness feedback from your customers to enhance the performance of your products and listings. Here, you have the ability to:

  • Stay Updated: Review recent updates related to the page’s functionality and features.
  • Customer Experience (CX) Health: Monitor the health of your offers from a customer experience perspective, allowing you to gauge how well your products and listings are being received.
  • Customer Comments: Access and read the comments and feedback provided by customers, gaining valuable insights into their perspectives and concerns.
  • Issue Identification: Identify any product or listing issues that are raised by customers through their feedback.
  • Resolution: Take proactive steps to resolve these problems and improve the overall customer experience.

Customer Experience Health

CX Health, or Customer Experience Health, is a crucial metric that provides insights into how well your offers are performing in comparison to similar offers. It’s based on a combination of recent orders and customer feedback regarding your products.

Understanding your offers’ CX Health is valuable because it helps you pinpoint the underlying causes of various issues, including but not limited to mislabeled, damaged, or defective products, as well as inaccurate or incomplete detail pages. Once you identify these problems, you can take proactive measures to address and rectify them.

CX Health is typically categorized into five levels: excellent, good, fair, poor, and very poor. We strongly recommend paying special attention to offers with poor and very poor CX Health ratings, as these are indicative of areas where improvements are needed. By addressing these issues, you can enhance the overall customer experience and boost your product’s performance.

Here’s a video you can watch that details about the Voice of the Customer:

Leveraging Customer Reviews On Amazon: Verified Purchase Reviews

What are verified purchase reviews

A Verified Purchase review on Amazon signifies that the customer who wrote the review purchased the product from Amazon and didn’t receive the product at a deep discount. Amazon marks these reviews with an orange “Verified Purchase” badge to indicate the authenticity of the review.

These reviews carry more weight because they are from actual buyers who have used the product and can provide genuine feedback. They help potential buyers to make informed decisions and also increase the credibility of the product and the seller. Amazon’s algorithm also favors verified purchase reviews when calculating the overall star rating of a product.

Amazon’s aim is to maintain the integrity of reviews and prevent any manipulation or deceitful practices. Therefore, it gives more importance to “Verified Purchase” reviews in its system.


Why verified reviews matter to customers and sellers?

Verified Purchase reviews play a significant role for both customers and sellers on Amazon.

For Customers:

  1. Trustworthiness: Verified reviews are seen as more trustworthy because they confirm that the reviewer actually purchased and used the product. This reduces the chance of fake or sponsored reviews.
  2. Authentic Experience: These reviews provide a genuine user experience, which can help potential buyers make informed decisions.
  3. Quality Insight: Verified reviews can give potential buyers insights into the quality and functionality of the product.

For Sellers:

  1. Credibility: Verified Purchase reviews enhance the credibility of the seller and the product, which can increase customer confidence and potentially boost sales.
  2. Feedback: These reviews provide valuable feedback for sellers. They can use this information to improve their products and address any issues highlighted by customers.
  3. Ranking: Amazon’s algorithm gives more weight to Verified Purchase reviews when calculating the overall star rating of a product. This can influence product visibility and ranking in search results.

Leveraging Customer Reviews On Amazon: Analyzing Your Reviews for Product Improvement

Using feedback from reviews to improve your product

Customer reviews are a valuable source of feedback that can help you improve your product. Here are some tips on how to use feedback from reviews to improve your product:

  1. Collect feedback from a variety of sources. Don’t just rely on reviews from Amazon or your website. Collect feedback from social media, email, and customer support.
  2. Analyze the feedback carefully. Look for patterns and trends in the feedback. What are the most common complaints? What are the most positive comments?
  3. Prioritize the feedback. Not all feedback is created equal. Some feedback will be more important than others. Prioritize the feedback that will have the biggest impact on your product.
  4. Take action on the feedback. Don’t just collect feedback and then forget about it. Take action on the feedback that you receive. This could mean making changes to your product, your marketing, or your customer service.
  5. Be transparent with your customers. Let your customers know that you are listening to their feedback and that you are taking action to improve your product. This will show your customers that you care about their satisfaction.

Here are some specific examples of how you can use feedback from reviews to improve your product:

  • If you receive a lot of complaints about the quality of your product, you can improve the quality of your materials or manufacturing process.
  • If you receive a lot of positive comments about a particular feature of your product, you can highlight that feature in your marketing materials.
  • If you receive feedback that your product is difficult to use, you can make it easier to use by providing better instructions or by redesigning the product.

The importance of continually updating your product based on reviews

Customer reviews are a valuable source of feedback that can help you improve your product. By continually updating your product based on reviews, you can:

  • Improve the quality of your product. Customer reviews can help you identify areas where your product can be improved. For example, if you receive a lot of complaints about the quality of your product, you can make changes to the materials or manufacturing process.
  • Make your product more user-friendly. Customer reviews can help you identify areas where your product is difficult to use. For example, if you receive feedback that your product is difficult to assemble, you can provide clearer instructions or create a video tutorial.
  • Meet the needs of your customers. Customer reviews can help you identify what features your customers are looking for in your product. For example, if you receive a lot of requests for a particular feature, you can add that feature to your product.
  • Stay ahead of the competition. Customer reviews can help you identify areas where your product is falling short compared to the competition. For example, if you receive feedback that your product is more expensive than the competition, you can look for ways to reduce your costs.
  • Build trust with your customers. When you continually update your product based on reviews, you show your customers that you are committed to providing them with the best possible product. This can help you build trust and loyalty with your customers.

Leveraging Customer Reviews On Amazon: Utilizing Customer Reviews to Understand Your Market

How reviews provide insight into your target audience

Customer reviews are a valuable source of information about your target audience. By reading and analyzing customer reviews, you can learn about your customers’ needs, wants, and pain points. You can also use customer reviews to identify opportunities to improve your products and services.

Here are some specific ways that reviews can provide insight into your target audience:

  • Demographics: Customer reviews can reveal the demographics of your target audience, such as their age, gender, location, and income level. This information can help you target your marketing efforts more effectively.
  • Pain points: Customer reviews can also reveal the pain points of your target audience. This information can help you develop products and services that address their needs.
  • Motivations: Customer reviews can also reveal the motivations of your target audience. This information can help you create marketing messages that resonate with them.
  • Preferences: Customer reviews can also reveal the preferences of your target audience. This information can help you choose the right marketing channels and develop products and services that they are likely to be interested in.
  • Behavior: Customer reviews can also reveal the behavior of your target audience. This information can help you understand how they interact with your products and services.

Using reviews to identify unmet customer needs

Here are some specific ways to use reviews to identify unmet customer needs:

  • Look for common complaints. What are the most common complaints that customers are making? These complaints may indicate unmet needs.
  • Pay attention to the negative reviews. Even negative reviews can be valuable, as they can often provide insights into what customers are not getting from your products or services.
  • Compare your reviews to the reviews of your competitors. This will help you identify areas where you can differentiate yourself from your competitors and meet the needs of your customers better.
  • Ask customers directly. You can also ask customers directly about their needs and pain points. This can be done through surveys, interviews, or focus groups.

Leveraging Customer Reviews On Amazon: Understanding Amazon’s Review Policies

Overview of Amazon’s review policies

Amazon has strict review policies to ensure the integrity of reviews on the platform. Understanding these policies is crucial for sellers as violations can lead to penalties, including suspension of selling privileges. Here is an overview:

Amazon’s Review Policies for Sellers

  1. No Paid Reviews: Sellers cannot offer any form of compensation (money, free or discounted products, or other benefits) in exchange for a review. This includes using third-party services that sell reviews.
  2. No Review Manipulation: Sellers cannot attempt to influence the content of a review (positive or negative), the star rating, or create fake reviews.
  3. No Review Trading: Sellers cannot review their own products or a competitor’s products, or trade reviews with other sellers.
  4. Family and Friends: People who have a close personal relationship with the seller cannot write a review of the seller’s product.
  5. Verified Purchase: Amazon gives more weight to reviews from verified purchases – when the product was purchased at Amazon at a price close to the regular price.
  6. Communication with Buyers: The Buyer-Seller Messaging Service in Amazon allows sellers to communicate with buyers either through Seller Central or their authorized email accounts, with all correspondence tracked on the Buyer-Seller Messages page for easy management. This offers sellers flexibility and a centralized platform for interacting with customers.

Here are some related videos you can watch:

How to report policy violations

If you come across a review or any other activity on Amazon that you believe violates Amazon’s policies, you can report it to Amazon. Here are the steps:

Steps to Report Policy Violations on Amazon

  1. Identify the Violation: Make sure the activity you’re reporting is a clear violation of Amazon’s policies.
  2. Go to the Product Page: If it’s a review violation, navigate to the product detail page where the review is located.
  3. Report the Review: Scroll down to the review in question and click on the “Report abuse” link located next to the review.
  4. Fill Out the Form: Amazon may ask you to provide more information about the violation. Be specific and concise in your explanation.

For other types of policy violations, you can report them through Seller Central:

  1. Go to Seller Central: Login to your Seller Central account.
  2. Navigate to Help: Click on ‘Help’ at the top right corner of the page.
  3. Contact Us: Scroll down and click on ‘Contact Us’ at the bottom of the page.
  4. Report a Violation: Click on ‘Selling on Amazon’, then ‘Report a violation’ and fill out the form with the necessary details.


Leveraging customer reviews on Amazon can help sellers achieve success on the marketplace. Here are some reasons why:

  • Customer reviews can help you attract new customers. When potential customers see that other people have had a positive experience with your product, they are more likely to trust you and buy from you.
  • Customer reviews can help you increase sales. Studies have shown that products with more positive reviews tend to sell more than products with fewer reviews.
  • Customer reviews can help you improve your products and services. By reading and responding to customer reviews, you can learn about what your customers like and dislike about your products and services. This information can help you make improvements that will make your customers happier.
  • Customer reviews can help you build trust and credibility. When potential customers see that you have a lot of positive reviews, they are more likely to trust you and do business with you.
  • Customer reviews can help you rank higher in Amazon search results. Amazon uses customer reviews as a factor in determining search rankings. This means that products with more positive reviews are more likely to appear higher in search results, which can lead to more sales.

Best Practices for Leveraging Customer Reviews On Amazon

  1. Encourage Reviews: While you can’t ask for positive reviews or offer incentives, you can encourage customers to leave a review. This can be done through follow-up emails or inserts in your product packaging reminding customers to share their experience.
  2. Respond to Reviews: Amazon allows sellers to respond to reviews. This is an opportunity to address any issues and demonstrate that you value customer feedback. Always respond professionally and constructively.
  3. Monitor Reviews Regularly: Regularly check your product reviews for valuable insights and to identify any recurring problems that need to be addressed.
  4. Use Feedback to Improve: Use the feedback in reviews to improve your product and address any issues. This can help to increase customer satisfaction and lead to more positive reviews.
  5. Highlight Positive Reviews: Use positive reviews in your product descriptions, images, or bullet points (without violating Amazon’s policies) to highlight the benefits of your product.
  6. Report Policy Violations: If you see a review that violates Amazon’s policies (e.g., offensive language, feedback about price or availability, etc.), report it to Amazon.

Noah Wickham

Brand Director

Noah Wickham started in eCommerce a decade ago, reselling on eBay and gradually expanding his knowledge base. Since then, he has worked with a variety of clients over several years, focusing on growth strategies, technology initiatives, product procurement, brand building, and SEO improvements. His expertise covers many areas of eCommerce, with a particular focus on Amazon, Walmart, and Shopify. Noah defines himself as a growth-centric leader and a client success advocate. Outside of work, he enjoys cooking, video games, reading, and chess. Most Saturday nights, you can find him trying a new restaurant or exploring a different venue in his city.

A man wearing a hooded sweatshirt.

Shane Keyes

Brand Director

Shane is an Amazon marketing specialist at My Amazon Guy and attended Temple University’s Fox School of Business to pursue a degree in Marketing. 

A self-starter, Shane mastered Amazon’s intricacies through hands-on experience and rigorous self-guided research. Specializing in listing optimization and growth strategies, he excels at boosting BSR through Click-Through Rate (CTR) and Search Engine Optimization (SEO) best practices to drive your brand’s success on Amazon. Shane’s rise at My Amazon Guy underscores his leadership ability and unwavering commitment to achieving a brand’s top priorities.

Beyond work, Shane’s passion lies in Philadelphia sports, with a history of participating in team sports like baseball and rugby.

A woman wearing glasses and a t-shirt who excels in account management.

Faith Denniston

Brand Director

I’m Faith, an Amazon marketing specialist obsessed with SEO, PPC, CTR, and the alchemy of conversions. With a data-driven approach, I help brands conquer the Amazon marketplace, turning clicks into customers.

When I’m not optimizing listings, you’ll find me in virtual worlds, exploring Final Fantasy XIV and diving into manga. I’m also a paranormal enthusiast, chasing ghostly tales in my spare time. Join me on this journey of digital dominance and otherworldly adventures!

A woman in glasses is posing for a photo for Amazon.

Roxanne Villanueva


Over 13 years of experience in the Business Process Outsourcing Industry Specializing in Customer Success and Sales for Telco, Tech, Finance and Ecommerce for both Start Up and Fortune 500 companies. 

An Inspirational Leader who loves to be where the action is, enjoys Creating Innovative Solutions to Complex Problems, Developing her People and Driving Engagement.

Interests: Traveling, Music and Spending time with Family


Kevin Sanderson

Vice President of Marketing

Kevin Sanderson is the Vice President of Marketing for My Amazon Guy. He graduated from Texas Tech University and has a wide range of experiencew including previously having worked for two Fortune 500 companies and a rapidly growing insurance agency. Kevin has been selling on Amazon since 2015 and is also the founder of Maximizing Ecommerce, a company that hosts popular virtual learning events like the Convert More Clicks Summit and the PPC Mastery Summit. He joined the team at My Amazon Guy after Maximizing Ecommerce by My Amazon Guy and lives in Florida with his beautiful wife and two children.

A young man wearing glasses and a checkered shirt expertly managing seller central on an online marketplace.

Thomas Fitzgibbons


Thomas graduated from the University of Missouri – St. Louis (UMSL), receiving a Bachelor’s degree in Business Administration – Marketing and a Certification in Digital Marketing. He started his marketing career in the B2B industry, helping companies focus their internal marketing efforts on Website SEO, Website Content, Digital Advertising, and effective Email Marketing Campaigns. 


In 2020, Thomas shifted his career to eCommerce. As a self-starter, he learned the ins and outs of Amazon, Seller Central, and Shopify to help brands and sellers succeed in the digital world. Previously, he worked for an Amazon Marketing Agency as an Account Manager, assisting brands in growing and thriving on Amazon through his management. At MAG, Thomas serves as an Account Director, overseeing an extensive portfolio of 40 brands and managing a successful team of Brand Managers. Thomas provides leadership to his team and execution on high-level strategy for the brands in his portfolio. 

In his free time, Thomas enjoys golf, soccer, music, and taking his dog on hikes around the St. Louis area.

Kristen Lasch

Kristen Lasch


Kristen started her professional work on Amazon in 2018 as a professional seller and project-based Account Manager. She has ample knowledge of both Seller Central and Vendor Central. With a degree in Art & Design, Kristen has a passion for problem-solving and thinking outside the box. She loves to help grow accounts by unraveling underlying issues, organizing catalogs, and providing creative branding ideas. With an extensive background in customer experience, she is able to really dive into the mind of a customer regarding listing optimizations and how to market products appropriately. In her free time, Kristen enjoys spending time with her family and working on growing their own private label account.

I was fortunate to be part of MAG's first batch of its Advertising Internship Program. The timing was perfect for me as I was looking for an opportunity to learn more about Amazon PPC and at the same time to have hands-on training to work on accounts.  


When I started my internship, I listed down the things I wanted to learn. And I am happy to say that I've ticked all the boxes! My most favorite was "Optimization Using Bulk Files”. Bulk files and I, we did not get along at first, it was so scary seeing all those data! But I had a great mentor who guided me along the way. He patiently taught me step by step on how to process the data. He was very enthusiastic in answering all of my questions. He supported me until I gained the confidence in uploading my first, second, third (and so on) bulk uploads. 


The biggest advantage in working with MAG (and I must say one thing that I always look forward to every week) is its Weekly Ads Training. Every week, we discuss various topics about PPC. Interns/Ads Specialists/Ads Managers, we all share knowledge, information, and updates about PPC. During our discussions, we exchange ideas and feedback. It became an avenue not just to learn a skill, but also to clear any vague or ambiguous PPC topics. 


For me, the biggest disadvantage is the work schedule. As an Intern, I have to follow EST timing. The time difference from my location was only 8 hours, but being a morning person, I really struggled to keep myself awake. But if you are a night owl, then this will not be a problem for you.


So if you are considering joining the MAG Advertising Internship Program, my advice to you is to take action - APPLY NOW! The knowledge that you will gain and the skill that you will develop from this program will be invaluable. And who knows? From being an Intern, you might be the next one to be promoted as Jr. Ads Specialist! 

Maria Victoria Piedad

A man with a beard smiling in front of a marketplace.

Steven Bruning


Steven has over eight years of experience in Information Technology and specializes in conceptualizing and implementing data-driven solutions.Steven started his Amazon career in 2019, breaking onto the scene by developing retail arbitrage software tools and gaining an in-depth knowledge of the Amazon Seller Central platform and account management. Outside of work, Steven enjoys DJing, learning and teaching others about personal finance, spreadsheets, and most of all, spending time with his wife playing board games and walking local trails. Steven was a long-distance runner for many years, having run over 1,000 miles and completed a marathon and several half-marathons.
A bald man from My Amazon Guy, smiling in front of rocks.

Jason Mastromatteo

VP of Brand Management

Jason Mastromatteo started his professional Amazon career in 2014 breaking into the Amazon scene selling by means of RA and private labeling. He eventually took his Amazon knowledge and started consulting for other businesses, distributors, and retailers. Jason’s experience and extensive seller central & vendor central knowledge have helped him consistently manage and grow sales through his team at MAG. Jason has interests in music, videography, skateboarding, and is a competitive Magic the Gathering player.

Dustin Fenton

VP of Finance

Dustin Fenton is the VP of Finance at My Amazon Guy. He began his eCommerce career in 2013, graduated with a Bachelors of Science with a Minor in Business Administration in 2018, and began his career at My Amazon Guy in the Fall of 2019. Dustin is a seasoned veteran at My Amazon Guy who has risen through the ranks:
  • Started as an Amazon Specialist
  • Grew to a Successful Brand Manager
  • Became a successful Account Director and through Leadership Grew Others into the Role
  • Promoted to VP of Operations
  • Now Serves as VP of Finance – and Assists the Company in all Areas of Operations
He directs:
  • AR
  • AP
  • Cash Flow
  • Tax Management
  • Employee Benefits Enrollment
  • Budgeting
  • Bookkeeping
  • Strategic Management of Financial Operations
  • M&A
  • Transfer Pricing Agreements
  • Operational Matters in Relation to the Financial Health and Solvency of MAG
In his free time, Dustin enjoys:
  • Traveling
  • Hiking
  • Extreme Weather Chasing
  • Learning and eCommerce Management
  • Retail arbitrage 
  • Spending time with friends and family
A man smiling in a blue circle, representing a marketplace seller central management.

Francisco Valadez


A graduate of Monterrey Tech (ITESM) in Mexico with a Bachelor’s in International Business, Francisco Valadez has spent most of his career as an entrepreneur involved in retail, wholesale, and private label projects. He has led companies from humble beginnings to successful acquisitions. Francisco got his start in eCommerce as part of a shoe company that sells through brick-and-mortar retail, department stores, and its own website. Most recently, Francisco fell down the Amazon rabbit hole while helping a company set up their own Amazon business. From that day on, Francisco has been 100% focused on Amazon retail. He has ample experience in Seller Central, and has proven his understanding of successful strategies to grow a brand’s online retail presence. Outside of work, Francisco loves sports, cooking, reading, listening to vinyl records, and most of all, spending time with his wife and daughters. He coaches in both English and Spanish, and leads the Hispanic team in our agency
A woman in glasses is smiling in a circle while managing her seller central account on a marketplace.

Kristen Dixon


Meet Kristen Dixon, a seasoned Amazon e-commerce expert with nearly 8 years of experience. Kristen is not just a master of the online marketplace; she’s a passionate advocate for helping clients and employees reach their full potential. Her journey in e-commerce isn’t just about transactions; it’s about building relationships, both professionally and personally.

What truly sets Kristen apart is her innate desire to see others succeed. Her clients trust her not just for her e-commerce expertise but for her ability to guide them towards their own success stories. As a mentor to her employees, she nurtures their talents and encourages them to reach new heights. Kristen is not just dedicated to her craft but is equally committed to fostering growth in those she interacts with.

Kristen leads a fulfilling life as a mother of two children and a proud owner of a lively Goldendoodle. Family is her anchor and her “why.” The love she pours into her work is mirrored in her home life. She proudly leads a multifaceted life, where her love for family, sports, and a deep passion for helping others intersect in harmony. Kristen is a true example of how one person can make a lasting impact, both in the digital realm and in the lives of those she touches.

A man with a beard and sunglasses, working as an "Amazon guy", involved in marketing management for Amazon.

Nick Nido


Holding a masters degree in electronic engineering from MIT with a bachelors in business management, Nick has 15+ years experience in ecommerce business and technology operations. Nick has gained a significant amount of his Amazon experience while launching his own store on Amazon with it being so successful it was later acquired by an conglomerate 3 years later.  

An bearded man marketing on the Amazon Marketplace.

Steven Pope


Steven founded My Amazon Guy to help clients grow faster on Amazon. After serving on the corporate side as a marketing manager and eCommerce director for nearly a decade, Steven started teaching businesses how to leverage the largest eCommerce platform and logistics network in the world. The Grand Master of Amazon knowledge, Steven is a thought leader with more than 1500+ videos of free content where he gives away all his trade secrets away. Steven oversees marketing and sales. Mr. Pope is an eagle scout, has an MBA from Western Governor’s University, and a BS from Weber State University. Read what My Amazon Guy employees say it’s like to work for Steven.