Resources - Playbooks

The Reputation Management Playbook: How to Improve Your Feedback, Ratings, and Reviews

Discover ways to optimize your Amazon seller feedback, ratings, and reviews to connect with customers more effectively and maintain a positive seller reputation. By Natalie Taylor April 9, 2020
How to Improve Your Amazon Feedback, Ratings, and Reviews

In the age where social proof and e-commerce frequently converge, maintaining a strong, credible reputation is essential. With consumers absorbing information across a variety of channels and touchpoints, they are constantly making more informed purchase decisions.

In the wake of the COVID-19 outbreak, customer satisfaction of Amazon sellers has reached a new low due to a number of factors, such as order cancellations, long delivery timeframes, fake tracking numbers, false product claims, price gouging, among others. 

According to Marketplace Pulse, 92% of U.S. Amazon customers reported having a positive experience in March, down from 95% a year ago. This marks the lowest rate in more than three years and is expected to continue dropping to reach below 90% in April.

In addition, last month saw a steady decline in the percent of positive seller reviews — the worldwide positive review rate was 91% in March 2020, down from 94% in March 2019, according to Marketplace Pulse. In total, Amazon sellers worldwide received nearly 500,000 negative reviews last month alone.

Indeed, in today’s current climate, excellent customer service is more important than ever. With circumstances changing daily, clear communication with your customers is key to ensuring a positive shopping experience and maintaining credibility on the marketplace. 

According to Feedvisor data, 77% of consumers read product reviews to some degree prior to making a purchase on Amazon — 41% say they always do and 36% say they do so frequently or often. Reviews are tremendously influential and persuasive when it comes to customers’ purchase decisions and can undoubtedly make or break a sale.

In The Amazon Reputation Management Playbook, we have compiled expert-curated strategies you can leverage to optimize your seller feedback, ratings, and reviews on Amazon. As a result, you will be able to connect with customers more effectively and maintain a positive seller reputation.

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About the Author

Natalie Taylor is the content manager at Feedvisor, where she oversees and executes on the company's content marketing strategy. Prior to her work at Feedvisor, she wrote for a B2B supermarket magazine, focusing on merchandising and marketing trends in the grocery industry.

What’s Inside the Playbook?

  • Clear explanations of the frequently confused “feedback,” “ratings,” and “reviews” terms and how they differ
  • A breakdown of Amazon’s rating and review system and what actions are prohibited on the marketplace
  • Real examples of why feedback is important and how you can proactively prevent negative feedback
  • Strategies to promote product reviews on your Amazon detail pages and respond to negative ones

In order to establish customer loyalty, you need to provide consistent buying experiences time and time again. Without a clearly defined reputation management strategy, customers will likely take their interest to a competitor.

With the practical tactics in this playbook, you will be able to make your commitment to the customer evident, promote engagement, and entice future purchases — all according to Amazon’s policies and best practices.

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