When a seller’s product receives good feedback from buyers, the product ranking will be improved accordingly, which will help the seller sell the product. If a seller’s product receives bad reviews, the product ranking will drop, which will affect sales. When a seller receives bad reviews from buyers, he should first analyze the reasons for the feedback and then choose a solution based on the specific reasons. The methods for sellers on the Amazon platform to deal with bad reviews are mainly divided into applying for deletion, contacting buyers, actively replying, increasing good reviews and quickly reducing prices.
(1) Applying for deletion
If the bad review is caused by the buyer and has nothing to do with the product or contains the following content, the seller can apply to the Amazon platform to delete the bad review.
① The review contains vulgar or insulting language.
② The review contains any promotional content, such as promoting other sellers’ products.
③ The review contains private information, such as email address, name, phone number, etc.
④ The review contains discriminatory language.
(2) Contact the buyer
If the seller has checked the negative review and determined that it is due to their own reasons, such as quality problems, logistics problems or breach of promise, then they must contact the buyer as soon as possible.
When contacting the buyer, the seller should consider the buyer’s purpose of purchasing the product and the specific problems reported in the negative review. The seller should also analyze the buyer’s background and write the content of the communication email in a targeted manner based on these information elements. Only in this way can the buyer be moved by the seller and increase the possibility of modifying the review feedback.
The seller should note that the buyer’s negative review can only be removed within 60 days. If the time is exceeded, it cannot be removed. Therefore, it is recommended that the seller check the review feedback every day and deal with problems in a timely manner.
(3) Active response
Active response means that the seller can leave a message under the negative review and resolve the negative impact of the negative review with a positive attitude and appropriate words. After all, every response of the seller to a negative review is equivalent to a small crisis public relations. Openly and honestly responding to negative product reviews can not only maintain the store image, but also let buyers who have not purchased the product see the seller’s service attitude. If the seller can help solve the after-sales problem in time, it will help improve the buyer’s satisfaction. When responding to the front desk, the seller should be brave enough to take responsibility and apologize, explain the problem reflected by the buyer and propose an effective solution.
(4) Increase good reviews
Increasing good reviews means that the seller appropriately increases the evaluation of the product. If the negative reviews are not resolved, the seller can also reduce the impact of the negative reviews on the sales ranking of the product by appropriately and safely increasing the reviews. However, the premise of using this method is that the seller must have his own friend group or fan group on social media such as Facebook. When encountering a negative review that cannot be deleted, the seller can use friends or fans to buy his own products, and then let them give a good evaluation of the product.
(5) Quick price reduction
The buyer’s negative review will cause the product to be ranked lower by the system, which will lead to a decrease in traffic and sales. However, if the product price can be quickly reduced, the price sensitivity can be used to increase sales and conversion rate, so that the ranking of the product is improved, then the subsequent sales will not be greatly affected. Because of this, after receiving negative reviews from buyers, sellers can adopt a strategy of rapid price reduction, and then gradually raise prices to the original price after sales and rankings recover. Of course, due to price changes, buyers who have already purchased the product may have adverse reactions, such as requesting returns or refunds of price differences, so sellers should be more careful when using this method.
5. Product review feedback operations
The operations related to product review feedback performed by sellers mainly include viewing review feedback, deleting review feedback, replying to review feedback, and finding buyer information.
(1) View review feedback
Sellers can view relevant review feedback through the “Feedback” sub-tab in the TAB function section.
Sellers can view the overall review feedback of the store in the “Feedback” sub-tab.
Sellers can also view the date, rating order number, and comments of specific review feedback.
(2) Delete review feedback
When applying to delete review feedback, sellers can find the “Request Delete” button under the “Action” column in the detailed information of a review feedback and click the button to delete it.
(3) Reply to review feedback
If the seller wants to reply to review feedback, he can click the “Send Public Reply” button under the “Action” column.
(4) Find buyer information
When deciding to contact the buyer, the seller first needs to determine who the specific buyer is. The seller can compare the name of the reviewer with the name of the buyer in the order record to find the corresponding buyer, and then find the corresponding order in the “Manage Orders” sub-tab.
Learn one more trick: negative reviews caused by Amazon
If the seller uses the FBA logistics model, and Amazon causes buyers to give negative reviews due to problems such as shipping packaging, shipping speed, shipping goods, and product services during the product delivery process, then the Amazon platform will be responsible for and delete these negative reviews.