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First Impressions Matter Most

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Reviews impact an Amazon product listing in three ways and should be one of your top marketing considerations.

1. Average Star Rating.

First, reviews impact product listing placement through the average star rating that appears alongside the product in search results and at the top of the product detail page.

A product with an average star rating of 4 or 4.5 stars will typically outperform a similar product with only 3 or 3.5 stars.

In 2015, Amazon transitioned to a weighted system for measuring a product’s average star rating.

Things like the below now affect the weighting of each review. This means that the average is not simply a straight mathematical average:

  • Whether a product is bought at a discount
  • How long ago the review was left
  • How helpful other Amazon shoppers say a review is to them

EXPERT TIP

You can make the most of your average star rating by focusing on courting organic reviews from customers who pay full price for your product.

2. Most Popular Reviews Section.

The Most Popular Reviews section, which is located toward the middle of the page on the left-hand side, is the area where reviews for the product that have been voted ‘Yes” as helpful most often.

Sellers cannot dictate which reviews show up in this section.

Customer votes, whether they have purchased the item or not, can affect which reviews show up here. Typically, the more 4 and 5-star reviews that appear in this section, the higher the conversion rate and sales will be, while the more 1 to 3-star reviews that show up, the lower the conversion rate and sales will be.

HAVE YOU REVIEWED THE THREE WOLF MOON TEE?

The Mountain is proof that people don’t have to buy your item for reviews to boost your ranking. In 2008, a college student left a satirical review on the brand’s Three Wolf Moon T-shirt. Since then, 40,000 people have said the review was helpful. The Mountain is a now a multi-million dollar brand.

3. Most Recent Customer Reviews.

The final place that reviews impact a listing are in the ‘Most Recent Customer Reviews’ section, which is located towards the middle of the page to the right. This section includes the ten most recent reviews, and cannot be impacted by votes of any kind.

The only way for a review to move out of the most recent section is for more reviews to be left for that product, replacing it.

To maximize your chances for successful selling on Amazon, pay close attention to your reviews. Sell a quality product, treat your customers well, take care of issues promptly when they arise and always go above and beyond.

You can comment on reviews as the seller, and many buyers appreciate a seller that is proactive about addressing issues and providing an exceptional customer experience.

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