The number of comments on Amazon links can directly reflect the degree of product competition. The number of comments is determined by the time the product is put on the shelves, the sales volume of the product, and the rate of comments. The sales volume and the rate of comments can be inferred based on the changes in the number of comments each month. If it is a new Amazon store, a new product is put on the shelves, the order conversion rate is 5%~10%, the conversion rate of comments is 20%~30% when the rating and quantity are advantageous, and the rate of comments is 1%~5%. Some people sell thousands of goods, but have less than 10 reviews. Some have a rate of 5%, which is very rare. Overall, the rate of comments on Amazon is very low.
During the shopping season of 2019, Amazon’s global consumers left a total of 8.5 million comments, of which 6.4% were negative reviews, with a total of more than 500,000. The comment rate of each country also varies. The negative review rate of the United States, the United Kingdom, Germany and Japan is lower than the global average, less than 6.4%, of which the United States is 5.6%. In some other international markets, such as Brazil, Spain and India, the rate of negative reviews exceeds the global average, with India reaching 14.3%. From the perspective of the negative review rate throughout the year, India is basically stable at 14.3%, while the United States is only 3.75% most of the time.
Most of the negative reviews are basically due to delayed delivery of orders, lost packages, customers not receiving goods, differences in product size and color, incorrect product information, etc. Amazon has set a special deadline for consumers to complain about delayed delivery, which means that orders paid by consumers before or before the deadline can be guaranteed to be delivered before Christmas. However, if the seller chooses to ship by himself and does not use Amazon FBA logistics, then Amazon cannot provide consumers with guarantees.
We can judge the sales volume of the category by the review rate, and we can do a basic analysis by combining the time of listing. If the average number of product reviews in a certain category exceeds 1,000 or even nearly 10,000, it means that there is a lot of competition in this category. According to the ranking of the TOP100 of the category, observe the listings with less than 1,000 reviews, and carefully analyze the progress of operations and sales through historical rankings and prices to determine whether there is an opportunity for new entrants. If you want to push a new link, it is difficult to maintain stable sales of the listing by relying solely on in-site traffic before the number of reviews on the link reaches the average level of the category. It is also understandable that products with more than 1,000 reviews in a category can be considered as red ocean products. This is definitely not a new category market. You should analyze whether you have product advantages or operational advantages. If you enter this category without advantages, the possibility of success is very small.
For example, the number of reviews for Sheet & Pillowwease Sets products is more than 10,000. If sellers enter this category, it is difficult for the products to have sales opportunities. Most customers choose from listings with more than 10,000 reviews. Therefore, if the new listing does not accumulate more than 10,000 reviews, it is difficult to reach a high point. If the reviews accumulate more than 10,000, the time and promotion costs paid in the early stage must be very large. Considering your own situation comprehensively, you can judge whether you have the opportunity to enter.
For products in the Inflatable Outdoor Holiday Yard Decorations category, you can see that the number of product reviews in this category is unstable, and the average number of reviews is less than 100, which means that the products in this category have potential short-term opportunities and are easy to enter. The inflatable garden decorations category is mostly Halloween products, which are highly seasonal. If the style selection is good, it is easy to enter the TOP ranking. The risks of this type of product lie in seasonality and inventory preparation. If sales are not well controlled, it is easy to form inventory and accumulate funds.