Many friends who work with Amazon know that the "Request a Review" function launched by Amazon's backend caused an uproar in the industry.
Since discovering the launch of this feature, many sellers have been extremely excited, thinking. . .
Instead of taking care of the buyer's experience one-sidedly, people used to be very cautious when sending a review invitation letter on the site, for fear that the buyer would be unhappy and complain to Amazon. After all, Amazon strictly prohibits sellers from disturbing customers to ask for reviews. Now, you can actually invite reviews openly in the background. It's exciting to think that you have finally become a mother-in-law after many years of hard work.
However, it is too early to be happy. "Request a Review" is actually a double-edged sword. It seems that Amazon is making concessions to sellers and asking for reviews for them. In fact, Amazon's ultimate goal is still for buyers and to implement the customer-centric concept. After all, whoever wins the consumers wins the world.
Let's first take a look at the limitations of this feature. The following is a summary of information based on feedback from all parties:
01
Frequency limit
This function only needs to be used once for one order;
02
Time Limit
Can only be used within 4 to 30 days of order delivery date
03
Format restrictions
Only the official unified template can be used, and differentiated review requests cannot be made based on product features.
In addition to the above three restrictions, there are also various mysterious phenomena. "Request a Review" is like Schrödinger's button. Some sellers can see it, some sellers can't see it, and some sellers even disappear mysteriously after clicking it once. As of now, the Request a Review button has appeared on the accounts of most sellers in the United States and the European Union, but it has not been promoted to all sites. It may be difficult for Amazon officials to make a clear judgment on the subsequent impact of this feature, and they should be testing it by opening it up step by step.
Based on the above information, my brother-in-law is so cautious because his biggest concern is to ensure the fairness of the review. After all, this is the key weight of Amazon's A9 algorithm, which directly affects the ranking and display of the listing, and thus indirectly affects the buyer's shopping experience. After all, Amazon has come a long way to become the dominant player today, and it is inevitable that my brother-in-law will have the thought that "there are always villains who want to harm me". Amazon's rules cannot be violated, and manipulating reviews is even more intolerable.
So, why launch this feature?
Inviting reviews is a neutral behavior in itself. Since the seller is confident in his products and services, it is natural and reasonable to invite buyers to leave a review. Moreover, in today's buyer's market and social e-commerce environment, reviews are an important factor influencing buyers to place orders. When it comes to selling goods, the interests of Amazon and sellers are the same. If the seller has no food to eat, neither will his brother-in-law.
Amazon has always had an ambiguous attitude towards review requests, letting you off the hook but also fearing that you might mess up. But in the final analysis, it is better to let go than to block. Instead of asking sellers to find third-party service providers, it is better to do it yourself, which is easier to control. In addition, in the view of Jijia Fairy, there is another important purpose behind this - to force sellers to improve the quality of their products and services by opening the review request function.
It's a very simple logic. Once the review request function is opened as a free function, most sellers will use it with a try-it attitude. No matter whether they are big sellers or small sellers, they are equal in terms of Amazon's backend function. This puts everyone in a game situation. You cannot judge whether your competitors will use it. Whether it is to improve competitiveness or for defense, you will eventually choose to use it to increase reviews. The final Nash equilibrium situation is that everyone will gradually start to use it, and the overall number of reviews on each Amazon listing will increase significantly.
The increase in the number of reviews will magnify the advantages and disadvantages of a product. In this case, if the product quality is not up to standard, it will die faster. Therefore, the development of this function is obviously to speed up the survival of the fittest on the Amazon platform, thereby forcing sellers to optimize products and services and strictly control quality issues. After all, in an era where products are king, consumers will only become more and more picky as time goes by.
