When many new sellers first enter the industry, they always hear the two English words Review (product evaluation) and Feedback (buyer feedback), and often confuse the meaning of these two nouns. Therefore, it is necessary to explain to readers the difference and connection between feedback and product evaluation on the Amazon platform. In short, they are both independent and mutually influential.
What is Feedback? Its Chinese meaning is buyer feedback. Buyer feedback allows buyers who purchase sellers’ products to provide feedback, evaluation and ratings about their order experience. Buyers can provide feedback from the “Order” page. First click on a specific order, and then click on the “Give Buyer Feedback” link to complete it. In addition, buyer feedback covers the buyer’s experience of reliability, quality and overall delivery of the product. The focus is on the overall experience that the seller brings to the buyer throughout the entire process of this order transaction, rather than the experience of using the purchased product itself. This is also the biggest difference between buyer feedback and product evaluation to be discussed later. In addition, buyer feedback follows the seller’s store, not the product. Even if the seller no longer sells this product, buyer feedback will not disappear. We can click on any store on the Amazon front desk to view all buyer feedback related to it.
Product evaluation. The Chinese name of Review is “Product Evaluation”. Product evaluation is a description of the quality, function or practicality of a product. It can be considered as an evaluation after using the product. It is the most important part of the product details page and plays a vital role in consumers’ final purchase decision. It is no exaggeration to say that the number and quality of product reviews can directly affect the effective click-through rate (CTR) and conversion rate (CR) of the product, thereby indirectly affecting the natural ranking of product keywords and the effect of in-site advertising. This is one of the most critical factors for a product to be successful.
Compared with buyer feedback, product reviews are less restrictive. You don’t have to have purchased this product on the Amazon platform. As long as your Amazon account has spent more than $50 with a credit card within a year, in principle, you can evaluate all the products you are interested in on the Amazon site. This type of evaluation is called “direct review”. Corresponding to direct reviews are reviews with the “Verified Purchase” logo. We call this type of evaluation “VP evaluation or verified purchase evaluation”. Only product reviews left by buyers who have actually purchased the product will have the “Verified Purchase” logo.
In addition, compared with buyer feedback, product reviews have different impact levels. Feedback will have more impact on the seller’s account and will directly affect the change of the seller’s order defect rate index. Once the order defect rate index deteriorates, the seller will be at risk of being blocked by Amazon. However, product reviews will not directly affect the seller’s store. Once the seller stops selling the product, the product reviews under the product will have nothing to do with the seller. Moreover, product reviews have a direct impact on the effective click-through rate and conversion rate of the product itself, thereby indirectly affecting the ranking and exposure of the product itself.
Although buyer feedback is not as important as product reviews in general, it is always undesirable to wait for buyer feedback without taking any action. Here, make good use of the powerful function “Request a Review” on the order page of the Amazon seller backend.
After we click the “Request a Review” button next to the order, Amazon will automatically send an official invitation review email to the buyer’s email address who has purchased this product. Although from the name, the main purpose of this function is to obtain product reviews, but in fact this email will invite buyers to write product reviews and buyer feedback for this product at the same time.
Whether it is to increase product reviews or buyer feedback, I personally strongly recommend that sellers use this invitation review function. Our team has tested the invitation review function very well, and it is also very convenient for buyers to operate. Just click the star in the email and you will jump to the corresponding review interface. In terms of authority, this invitation review email sent in the name of the official is much better than the seller contacting consumers to invite reviews.
Many readers may ask here that the invitation review function is indeed great, but it is too inefficient to click one order at a time. I recommend a function plug-in in the Purple Bird Super Browser, which can realize automatic batch clicks. We only need to log in to the Purple Bird Super Browser and complete all our invitation review work with one click.
Bad buyer feedback will affect the order defect rate, which is very harmful to the seller’s account, and there is also a risk of being blocked by Amazon. So how should we deal with some low-rated feedback correctly?
First, we log in to the Amazon seller backend, click the “Performance” menu, select “Feedback” from the “Performance” drop-down menu, find the corresponding low-rated feedback in the feedback manager, and then find the button called “Select One” on the far right of the corresponding low-rated feedback. Click it and you will find 3 options: contact the buyer, publish a public reply, and request deletion.
If you want Amazon to delete some low-rated feedback, you need to meet any of the following 4 conditions.
① The feedback includes obscene language.
② The feedback includes the seller’s specific personal identification information.
③ The entire feedback is a product review.
④ If the feedback involves the delivery of Amazon logistics orders or consumer services, this feedback can be deleted.
The first and second items are relatively easy to understand. Let’s take a look at the third item. The difference between buyer feedback and product reviews has been mentioned above. Buyer feedback is for the seller’s store, while product reviews are for the product itself. Therefore, if consumers accidentally write the content of the review when leaving feedback, the seller can apply for deletion. Next, let’s look at the fourth item. If you are an FBA seller, and the buyer leaves feedback about Amazon’s logistics order delivery or poor consumer service, you can successfully apply for deletion of this type of feedback, because Amazon is responsible for the logistics and delivery of FBA products and the corresponding consumer service. However, if you are an FBM seller, when consumers complain about logistics and delivery and consumer service in the feedback, you will not be able to apply for deletion, because these are all done by the seller.