In-depth analysis of Amazon product reviews and feedback mechanism

On the Amazon platform, product reviews and feedback have an important impact on the behavior of both sellers and buyers. Reviews directly affect a product’s exposure and traffic, which in turn can have a profound impact on sales. Feedback is linked to the performance indicators of the seller’s account, and Amazon may even revoke the relevant seller’s sales permissions due to low feedback scores.

The role and importance of comments

After browsing the product, buyers will leave comments at the bottom of the product page based on their own experience. These reviews occupy a relatively high weight in Amazon’s ranking algorithm, so good reviews not only increase product conversion rates, but also bring more opportunities for product sales. In order to select products, the quantity and quality of reviews can be used as an important basis for evaluating competitors’ sales, thereby helping sellers choose products that better meet consumer needs.

In addition, buyers usually rate products based on product quality, logistics experience, customer service and other aspects when commenting. This feedback directly affects the purchasing decisions of other potential buyers, so when dealing with reviews, sellers should fully consider their potential impact on sales.

Feedback rules and processing

Amazon has set a series of rules for review feedback after product sales. Buyers need to meet certain criteria to leave a review. Buyers who have completed product orders can make comprehensive reviews of the products and services, while buyers who have not purchased the product can also leave comments on the product itself if they have spent more than $50 in the past year and are paid members. At the same time, sellers do not need to actively ask for feedback, Amazon will automatically send emails to buyers to prompt them to comment.

In terms of feedback display, Amazon displays not only the star rating of the reviews (the highest is 5 stars, the lowest is 1 star), but also information such as the number of reviews and collection display. Among them, the number of positive (4 to 5 stars) and negative (1 to 2 stars) reviews has become a key indicator, which directly affects the market performance of the product.

Types of comment feedback

Amazon divides review feedback into several types, such as direct review, VP (Verified Purchase) and VN (Vine Customer Review of Free Product).

• Direct Reviews: Reviews from buyers who meet certain criteria.
• VP: Reviews left by buyers who have completed the purchase of the product have the greatest impact.
• VN: Reviews of the product by buyers who participated in Amazon’s free trial, these reviews are specially identified.

To sum up, when operating an Amazon store, sellers must not only pay attention to product quality and service quality, but also actively manage customer reviews to reduce negative impacts and increase sales potential. At the same time, understanding the rules, display formats and types of comments and feedback can help sellers strategy their market performance more effectively.