We recommend that you have:
- At least 15 reviews
- An average rating of 4 stars or higher for each product
Before we get into how you can get your first product reviews, it is crucial that you understand the importance of getting those reviews:
- Why Do Reviews Matter?
- Why Friends Are Not The Answer
1. Why Do Reviews Matter?
You’ve probably heard it a million times. Reviews are important when it comes to selling on Amazon. In his book Influence, Robert Cialdini outlines the six weapons of influence, or the six principles which influence human behavior and decision making. Number three on the list is what Cialdini calls “social proof.”
Social proof draws on our natural tendency to conform to the behavior of those around us. Think of it as “safety in numbers.” If a product on Amazon has 500 positive reviews, we are going to feel a lot more certain that it will fulfill its promise, than if it has 0 reviews. This is because, theoretically, 500 other people have already been satisfied with their purchase.
In order to take advantage of social proof, and actually get sales, you need to make sure that you have at a very minimum, 15 positive reviews for your own Amazon product.
Not only that, but you need to deal with negative reviews appropriately.
In the report “Understanding Customers” Ruby Newell-Legner demonstrates that it takes 12 positive experiences to make up for one unresolved negative experience.
This means, every negative review you get is canceling out 12 positive reviews.
Lastly, you need to invest in your reviews because reviews play a large part in your Amazon search engine ranking. The Amazon algorithm heavily weighs reviews when determining where a product will rank for certain keywords. The more positive reviews you have, the lower (better) your sales rank.
2. Why Friends Are Not The Answer
Now that you know the importance of reviews to growing your sales and profits in your Amazon business, you need to implement a system to generate quality reviews.
You can ask family and friends for reviews, but if you’ve ever tried this yourself, you know that it’s easier said than done. Plus Amazon is getting smarter, knowing who you have a personal relationship with, and restricting that person from reviewing your product. If by chance the review does get posted, it is likely that it won’t last long. Amazon is frequently analyzing your reviews and will remove any that they deem to be unacceptable.
Remember, it’s their platform and they’ll do what they want. You have no control here and need to learn to play the game.
Hopefully by now you understand the incredible importance of getting your first reviews and how they can affect your product’s sales.
So how do you get to this point starting from scratch?
Up until October 2016, it was possible to get your first product reviews by offering your product at a discount in exchange for a review. However, in October 2016 Amazon changed their Terms of Service and now no longer allows sellers to request reviews for items given in exchange for free or a discount.
But worry not! There are still ways to encourage your customers to leave a review for your product.