Every seller who runs a business on Amazon knows how important a role reviews play in turning a product to a winner product. There are never enough of them; the more, the better. Some statistics show that 90% of buyers tend to purchase a product that has been reviewed by other shoppers than to buy a similar product having no reviews with even a lower price. To give you a better view of how reviews work, note that if your product has 30 reviews with a 4.4 rating magnitude, it is much more likely to land you more sales than 5 reviews, rating your product as 4.7.
There’s a big obstacle that does not just allow any review to appear on your product page: Amazon itself! There are a number of very good reasons to this: low quality products to get highly positive reviews they don’t deserve and vice versa, competing parties hatching plots to shove negative reviews to your product page and what is called an incentivized review which is when people write positive reviews about a product after getting incentives from the seller or third party people. These incentives are mostly free products, and big discounts and coupons.
Here are some legitimate ways that can help you with collecting reviews for your products:
The Early Reviewer Program (ERP) encourages customers who have already purchased a product to share their authentic experience about that product, regardless of whether it is a 1-star or 5-star review. The reviewer then gets a $1 to $3 Amazon gift card and their review receives an orange colored badge that reads Early Reviewer Rewards. It costs $60 per SKU and is not charged unless either one review emerges on the product page (via the program) or one year has passed since the seller signs up for it. The drawback is that your product may never get a review this way and even if it does receive a few, they’re still just a few! You can find out more about this program here.
The Amazon Vine works with high ranking reviewers whose reviews on Amazon have received an Amazon-approved number of Helpful Votes. These reviewers are called Vine Voices. The procedure is that before launching a product, the seller signs up for the program and a product unit is sent to the Vine Voice. The reviewer then tests the product and leaves a review about the product before it is even launched. That means it will have some reviews before it is even officially launched on Amazon. The cons are that the program costs a fortune, you can get a restricted number of reviews per ASIN.
The Amazon Vine works with high ranking reviewers whose reviews on Amazon have received an Amazon-approved number of Helpful Votes. These reviewers are called Vine Voices. Customers are invited to become Amazon Vine Voices based on the trust that they have earned in the Amazon community for writing accurate and insightful reviews. The reviewer then tests the product and leaves a review of the product. That means it will have some reviews before it is even officially launched on Amazon. One of the biggest problems with Amazon Vine is that it is an invitation-only program, which means not everyone can use this service. In addition, since the reviewers receive a product for free, you can never be sure that the person has ever tested your product or not.
Early Review Service (ERS) is one of the most popular amz Fulfillment Center Inc. services. Early Review Service (ERS) is the pioneer provider of early authentic reviews for products sold online via their actual target market.
ERS has different options. You can select how many reviews you need for your product over a specified time frame. Currently, ERS is offered as the packages of 10 reviews, 30 reviews, and a subscription package (7 reviews/month). Obviously, the bigger the number, the longer the time to complete your campaign. In the 7-Subscription (in short, 7Subs) service through which clients can receive 7 reviews per month for your product. This subscription can be canceled at any time with no penalty and extra payment.
All reviews come from real people and are authentic, and with Amazon’s Verified Purchase badge. Please note that you should not expect all the reviews to be 4 or 5-star ones. You might ask yourself why would I pay anything if I am not supposed to receive all positive reviews? Well, the point is, these are your target market opinion that you would need to hear soon or late. If your target market does not like the feature X of your product, is it better to know it right at the beginning or when you are selling 500 units per month and all of the sudden receive 40 negative reviews for the same point that you could have known a while ago?
It is where crowds get together in large numbers for different reasons. Some are popular in the Middle East while they are completely untrusted in America. Let’s just say you have a Facebook page with 2000 members for your Amazon storefront. Not only can you run great free ads for your products, but you can also ask them – without offering anything in return – to leave a review for a product they have purchased.
However, don’t stop at Facebook. Instagram and Pinterest also have become really popular with lots of people and you can help your products go viral all over them.
Actually, these are mostly ways to get more sales rather than reviews but with more sales, the probability of receiving reviews also rises. Some statistics show that only 1% of buyers are likely to bother to leave a review for a product they buy. The discount diplomacy may sound a little incentivized, but as long as you are not asking anyone for a positive review you will be fine.
Vipon is a website that gives away coupons and discounted products sold on Amazon. Before Amazon waged war on incentivized reviews, if you purchased a product using Vipon’s coupons or discounts, you had to leave a review but now leaving a review is optional and not obligatory anymore.
The problem is it is possible that the reviews you receive for a number of products you sell with a deep discount or coupon do not qualify for a Verified Purchase badge and after a number of these unverified purchases – known only by Amazon algorithms – they get deleted by Amazon and even later reviews for the product are not accepted for what Amazon dubs Unusual Reviewing Activity on the part of the seller. It is said that a discount of over 20% leads to such a situation and not only does it apply to discounts and coupons presented on Vipon, but it also applies to the discounts and coupons presented on Amazon itself.
An insert is usually a business-sized piece of printed paper or cardboard inserted inside a product packaging asking the buyer to leave a review. It sure has positive effects to convince the buyers to leave reviews but it is also very likely that they don’t do so because of different reasons; for example, they may think it’s a useless piece of paper about TOS, or just a flyer and throw it away without even reading it. Even if they do read it and say ‘OK’, after some time they may simply forget to leave a review.
There are different email service providers that make it possible for you to send mass emails to a large number of people. You can find both free and paid services. This is most likely to be yielding if the number of addressees is big enough – usually not smaller than ten thousand! As mentioned before, there is a 1% possibility that a buyer leaves a review so even if all the ten thousand email subscribers open and read your email (the possibility of which is near zero), you can still get 100 reviews.
Therefore, mass emails are better if used as sales ads as opposed to review requests.