Amazon reviews allow users to understand products faster and more realistically. For Amazon sellers, good reviews are also an important part of running a store. When the number of reviews on a store accumulates to a certain reputation, a good word-of-mouth effect will be formed, thereby stimulating user consumption. Amazon reviews are a point that Amazon sellers continue to pay attention to, so let’s take a look at what issues we should pay attention to in Amazon reviews.
Many novice sellers do not understand Amazon’s latest review policy and start to post reviews as soon as their products are put on the shelves, which leads to a series of problems such as store closures, listing review restrictions, and review deletions.
In the past two years, many of Amazon’s old methods of obtaining reviews have become ineffective, and the cost of obtaining reviews has become increasingly high. Currently, Amazon’s review environment is not only for sellers, but also for listings and buyer accounts. The following situations may occur:
① Delete comments
Amazon automatically scans and deletes reviews suspected of fake orders and manipulated reviews based on algorithms (of course, reviews from normal buyers may also be deleted by mistake);
②Restricted reviews
If a listing has a large number of reviews in a short period of time, Amazon may suspend the review privileges of the listing if it determines that the link is suspected of manipulation based on other algorithms. That is, the link is restricted from posting reviews.
③ Buyer account review permissions
On the buyer side, the buyer's account must have credit/debit card spending of at least $50 before they are allowed to leave a review;
④Review score calculation method
Amazon has updated the method for calculating the comprehensive review score. It no longer uses the simple statistical method of number * total star rating divided by the total number of reviews * 5-star average. As a result, many sellers have found that the number of reviews has increased, but the rating score has decreased. Or, after some sellers' products have received negative reviews, they made a few positive reviews but found that the link star rating has not changed, or has changed little.
⑤ Risk of Account Blockage and Warning
On the seller side, after Amazon updates its Review policy, if an account is suspected of fake orders or review manipulation (Review manipulation), it will issue a warning or block the account (after being blocked, some accounts can appeal to professional service providers).
⑥ Illegal variant
The merge and split variant gameplay is ineffective in some categories and is high-risk. However, more and more sellers have reported that their stores have been closed due to illegal bundling of variants or the links have been varied, the comments are displayed separately, and the ratings have not changed.
⑦ Direct review
Can you leave a review without purchasing the product? This is the question many domestic sellers who have transformed from e-commerce companies have about Amazon's direct reviews. Before 2018, many sellers used direct reviews to quickly create hot products in a short period of time, which gave rise to a direct review industry chain. However, since the second half of 2017, sellers have been shut down by Amazon due to illegal operations such as large numbers of direct reviews. After Amazon’s strict review policy was introduced in 2018, direct reviews on the US site could be retained on the link for more than one month. After the second half of 2018, direct reviews were automatically deleted within 2-3 days. Those that were retained for a longer time will be automatically deleted within 1 week.
⑧ Buyer account weight and health status
If a buyer’s account has a high review rate, such as one review or many reviews a day, then it is very likely that the buyer’s account will be restricted from posting reviews, or even warned by Amazon and have all reviews deleted by Amazon. The currently popular real-person reviews have real IP addresses, recipients, simulated real purchase tracks, and real credit card orders. However, if the buyer's account has a low weight and the account is unhealthy, it may be weakly associated with the seller's account or even lead to a strong association after multiple weak associations, which will not only affect the buyer's account but may eventually cause the seller's account to be warned or closed.
Doing a good job on Amazon reviews also requires long-term cultivation, just like growing flowers and trees. If you are not careful, it may have a counterproductive effect on your store. The above is the content of this issue about Amazon evaluation. If you want to get more Amazon knowledge, please continue to pay attention!
