(1) Integrate and prioritize the important advantages of the product
Based on customer reviews, sellers can well determine the advantages of their products and which features and functions are most important to customers. These advantages and features may even be advantages that the seller has not even thought of. For example, when a product is successfully used in other applications for which it was not explicitly designed, the seller can incorporate the advantages into the product information after evaluating the advantages of the product based on the customer’s own experience (which in this case may also include reviews of similar competitive products). This means that, on the one hand, advantages that have not yet been communicated are included; on the other hand, the most important advantages are clearly displayed in the product description.
For example, in the case of a mobile phone case, the product feature is to protect the device from dust and dirt (“dust plug”). Some of the reasons for leaving a negative review by customers emphasize this feature, but it is not present in the product information. There are even “questions and answers” from customers asking sellers about the relevant features, whether the product or its respective variants have a dust cover. It is therefore recommended that sellers include this information in the product information to increase the conversion rate of the product.
(2) Use Amazon reviews to optimize keywords Use customer-common search terms as keywords to improve the discoverability of the product. Sellers and manufacturers may be more familiar with the performance of their products, but may not be very clear about which keywords are used by customers every day. Sellers can find words commonly used by customers from positive and negative reviews of products and add these keywords to the product’s keyword set list.
For example, for a cookware product with “adjustable temperature interval function”, customers said that they could not find the seller’s product by searching for “cookware with temperature selection”. Sellers can improve the searchability of the product for customers by adding the keyword “temperature selection” to the product.
(3) Use reviews to improve product quality and value
Product reviews can identify and correct defects in products, thereby making improvements and improving product quality. Because some weak links of products can only be found in daily use by customers, for example, the product cannot withstand long-term exposure to the outside or the daily use of the product was not taken into account during product development. Sellers can discover the weak links of products through product reviews, especially when customers repeatedly mention the same problem, and improve these defects in production.
(4) Use reviews to improve content and product information
Incorrect product information in product descriptions is a common cause of negative reviews. Sellers can use these reviews to identify and correct errors and gaps in product information (text and images). Even if there are no errors or incomplete information, it may cause misunderstandings to customers. If this information appears frequently in reviews, it may be necessary to proactively explain this information in the product description, or even create an instruction manual to help customers better use their products, thereby improving customer satisfaction.
For example, in negative reviews of the Scart adapter product, there is always a hint that the product description contains incorrect information (such as no HDMI adapter, etc.) or lacks important information (such as no indication of compatible devices, etc.). In this case, the seller should use the product text and provide a list of compatible devices. In addition, misunderstandings should be avoided in the product description, such as stating that this product does not contain an HDMI adapter or is not compatible with all devices.
(5) Provide information about correcting product defects and improving product information
On Amazon, all reviews are retained, and even outdated negative information will be displayed on the page. Sellers can use the “Comment” below the Review to actively respond to these negative reviews, because in the eyes of customers, they see that the seller is actively communicating with them, and some customers will continue to communicate with the seller when solving the problem. Even other customers will feel more assured when they see the negative reviews and see that the seller is at least trying to solve their problems, thus affecting their judgment of the product.