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Complete guide to Amazon customer reviews | How they work, how to get more, benefits, and tips for managing them
4,900 JPY a month (excluding tax) + selling fees
Getting Started
Amazon customer reviews (referred to here as Amazon reviews) are an important source of information that helps ease concerns before purchases. They can be a key factor when a customers decides to make a purchase. The star rating and the content of the review affect the click-through rate in search results and the purchase rate on product detail pages, while also providing real-time data on areas for improvement. Here, we’ll summarize how Amazon reviews work, the different types, how to get more, and frequently asked questions.
Contents
- What are Amazon reviews? Basics and the big picture
- Types of reviews: Product reviews and seller reviews
- The importance of star ratings and the balance between “quantity x quality”
- Benefits of getting more reviews (business impact)
- Effective approaches for getting more product reviews
- Summary
- Frequently Asked Questions
1. What are Amazon reviews?
Amazon reviews are a method for customers to share their experiences with stars (★1 to 5) in text format for products sold on Amazon.co.jp. By making third party voices visible, reviews answer questions that customers who see the product for the first time have, such as “is this the product I’m looking for?”, and helps encourage their purchase decisions.
Point
- Each review reflects an individual opinion, but as the number of reviews increases, a wider rage of perspectives and experiences are shared, so customers gain a deeper understanding of the product.
- It’s important that the text content of the review is specific, including usage scenarios, size, compatibility, strengths and weaknesses, etc.
2. Types of reviews: Product reviews and seller reviews
There are two main types of reviews. Since their purposes differ, the trick is to plan your approach to each separately.
Type
Overview
How to respond
Product reviews
These are the reviews shown under the title of the product page. They contain evaluations of the product itself, such as how it feels to use, the quality, and its functionality.
If you want to improve your product reviews, it’s important to provide more detailed information on the product page and reduce the gap between customer expectations and the actual product. Additionally, maintaining strict quality control and clearly explaining how to use the product and any precautions can help improve customer satisfaction.
Seller reviews
These are the reviews shown on the seller’s page. They evaluate the overall purchasing experience, including packaging quality, delivery speed, and responsiveness to inquiries.
For seller reviews, you can improve the overall level of satisfaction with the purchasing experience by ensuring fast and careful shipping and by responding to customer inquiries quickly and carefully.
Both kinds of reviews are important for ensuring customer satisfaction, and continuous improvement can lead to even better service.
3. The importance of star ratings and the balance between “quantity x quality”
The role of star ratings
For reviews on Amazon, the star rating and number of reviews are one of the important factors in customers’ product decisions, and serve as a place for both customers and sellers to exchange valuable information. Receiving honest opinions from customers can lead to the provision of better products and services.
The value of review text content
The review text content explains the reasons behind a rating, such as “why was it evaluated that way?”, which can’t be conveyed by just the number of stars.
Reviews that describe how the product feels, usage scenarios, reasons for purchase, etc. are extremely helpful for other customers to imagine how they might use the product themselves.
Also, for sellers, reviews provide valuable “qualitative data” that clearly identify a product’s strengths and areas for improvement.
Reviews that describe how the product feels, usage scenarios, reasons for purchase, etc. are extremely helpful for other customers to imagine how they might use the product themselves.
Also, for sellers, reviews provide valuable “qualitative data” that clearly identify a product’s strengths and areas for improvement.
Benefits for customers
- When choosing a product
Comparing both the star ratings and text content when selecting products makes it easy to compare within the same price range and category. - When making a purchase decision
Knowing about real user experiences in advance, allows customers to make purchases with confidence. - Sense of participation in improvements
By posting reviews and experiencing how their opinions can lead to product improvements, customers are more likely to develop and stronger connection to the brand.
When it comes to star ratings, it’s not just “the more the better” or “the higher the better.”
What matters is the balance between quantity (number of reviews) and quality (specificity/reliability). Products that gather opinions from many people and consistently receive high ratings for certain aspects are more likely to attract the interest of more customers. ] The “accumulation of trust”
built through reviews is the foundation that supports the long-term growth of the brand.
Next, let's take a look at the specific business benefits that actually come from increasing reviews.
What matters is the balance between quantity (number of reviews) and quality (specificity/reliability). Products that gather opinions from many people and consistently receive high ratings for certain aspects are more likely to attract the interest of more customers. ] The “accumulation of trust”
built through reviews is the foundation that supports the long-term growth of the brand.
Next, let's take a look at the specific business benefits that actually come from increasing reviews.
4. Benefits of getting more reviews (business impact)
As the number of reviews increases, you have more opportunities to catch the eye of customers in search results and product pages, making it more likely for customers to refer to your product when considering a purchase. Specific suggestions mentioned in the text content of the review provide insights for improvement. As a result, this can lead to mid- to long-term results, such as lower return rates, improved advertising efficiency, and higher repurchase rates.
Key benefits of increasing reviews
- Contribution to brand evaluations
Gathering many high-quality reviews makes customer evaluations and experiences with your product visible, and it is one of the deciding factors for new customers when considering a purchase. - Insights for improving products and service
Comments such as “sizing information is hard to understand” or “packaging is excessive” reveal specific areas for improvement. - Lower return rates
Narrowing the gap between customer expectations and the actual products can help decrease cases where people feel “this is not what I expected.” - Improved advertising efficiency
Products with many reviews tend to have higher conversion rates from ads, leading to a greater return on advertising costs.
In this way, increasing reviews is not simply “increasing numbers”; it’s an important step for building relationships of trust with customers and providing better products and services.
5. Three approaches for getting more product reviews
The key to getting more reviews is consistent, steady effort. Instead of relying on short-term techniques, creating a system that can be continued without difficulty is ultimately the most effective and long-lasting method.
Here are some basic and effective methods that many sellers have put into practice. You don't need any special skills or major investments, and you can get started today. Now, let's take a look at specific methods.
Here are some basic and effective methods that many sellers have put into practice. You don't need any special skills or major investments, and you can get started today. Now, let's take a look at specific methods.
1. Get your product page in order
Start by increasing the amount and specificity of information on your product page, making it easier for customers to accurately imagine the product. This can reduce the gap before and after the purchase, providing a more satisfying purchasing experience.
- Images
High-resolution images that can be zoomed in and show the size, materials, usage scenarios, and included items at a glance. - Videos
Configured to show the unboxing to first use in 30 to 60 seconds. - Text
Clearly states compatibility, compatibility requirements, maintenance frequency, and precautions - Comparison Chart/Q&A
Highlight differences between style numbers and proactively eliminate first-time challenges
2. Use Amazon Vine (paid) to get initial reviews
For new products or products that haven't been reviewed yet, getting the first few reviews is a major hurdle.
You can get initial reviews by using Amazon Vine if you meet the requirements to participate. According to internal Amazon research, using Vine has been evaluated to increase a product’s initial sales by an average of 15%.
You can get initial reviews by using Amazon Vine if you meet the requirements to participate. According to internal Amazon research, using Vine has been evaluated to increase a product’s initial sales by an average of 15%.
• You are a
selling partner on a professional selling plan
• You offer eligible FBA products
• You are the brand representative approved in the Amazon Brand Registry
for the products to be registered • You are assigned the role of brand representative or reseller for the brand registered
in the Brand Registry
selling partner on a professional selling plan
• You offer eligible FBA products
• You are the brand representative approved in the Amazon Brand Registry
for the products to be registered • You are assigned the role of brand representative or reseller for the brand registered
in the Brand Registry
3. Incorporate “Request a Review” into your operations
Incorporate Seller Central's “Order Details > Request Review” feature as one of your routine work tasks. You can use this feature to request a product review once per order between 5 and 30 days after the order is delivered. This will send the customer a request for a review on the applicable recent order.
Summary
Amazon reviews are an essential part of improving product reliability and increasing purchase rates. Star ratings and review text content also influence search results. By increasing the “quantity” and “quality” of reviews in a well-balanced manner, you can expect an increase in sales, as well as an increase in brand value.
To increase reviews, the first step is to get your product page ready and provide accurate, appealing information. Furthermore, you can use Amazon's official “Request a Review” function, and also get initial reviews using Amazon Vine.
Reviews are the “raw voices” of customers and are an important asset that can lead to future improvements and repeat purchases. Increase your Amazon reviews the right way and aim to be the brand of choice for the long term.
To increase reviews, the first step is to get your product page ready and provide accurate, appealing information. Furthermore, you can use Amazon's official “Request a Review” function, and also get initial reviews using Amazon Vine.
Reviews are the “raw voices” of customers and are an important asset that can lead to future improvements and repeat purchases. Increase your Amazon reviews the right way and aim to be the brand of choice for the long term.
Frequently Asked Questions
What should I keep in mind when collecting Amazon reviews?
Making requests to post Amazon reviews in exchange for rewards such as gift cards for the purpose of getting more reviews is prohibited.
Examples of prohibited rewards (see here for details)
• Monetary payments (including cash and gift cards)
• Sending bonus products and promotional products
• Participation in prize draws and sweepstakes, etc.
• Monetary payments (including cash and gift cards)
• Sending bonus products and promotional products
• Participation in prize draws and sweepstakes, etc.
Can a seller have Amazon edit the content of a review that has been given for a product?
Amazon will check that the review does not violate its guidelines, but will not edit the review.
How long does it take for Amazon reviews to be reflected?
Amazon reviews are reflected within 48 hours, but this may change depending on circumstances.
On average, Vine reviews are posted approximately 22 days after being requested by reviewers (Vine Voices).
On average, Vine reviews are posted approximately 22 days after being requested by reviewers (Vine Voices).
Is it possible to post a review without making a purchase multiple times?
Ryu Hyun-joo
As a merchant consultant in the Seller Services Division, I support the growth of sellers and their businesses on Amazon.
Primarily through proposals for logistics solutions and marketing support, I help businesses maximize sales in line with their management strategies.
Primarily through proposals for logistics solutions and marketing support, I help businesses maximize sales in line with their management strategies.
