In Amazon’s post-merger evaluation criteria, the requirements for customer reviews are clearly written, including:
1. It is not allowed to write reviews for your own products;
2. Any form of review exchange is not allowed;
3. It is not allowed to manipulate the review content of any store;
4. Direct reviews have no weight, and the permission for direct reviews has been cancelled.
Amazon has always adopted a zero-tolerance policy for sellers’ misleading customer reviews. As long as the seller violates the above-mentioned regulations of the platform, the product will be removed from the shelves at the least, and the store will be closed at the worst. Amazon conducts two large-scale review cleanups every year, one before the mid-year Prime Day, which is probably in June; the other is before the end-of-year shopping season, which is probably in September. The evaluation cleanup in 2019 was particularly strong. Some sellers lost thousands of reviews overnight. There must be “accidental injuries”, but a small number of sellers did violate regulations. So I hope everyone can do it down-to-earth and don’t test the bottom line of Amazon’s policies.
Brand review management
For the sake of user privacy protection, platform sellers cannot know the information of users who leave reviews. Although Amazon’s practice has protected the rights and interests of consumers, from the seller’s perspective, facing users who leave bad reviews, they are really helpless, and it also hinders the communication between buyers and sellers.
Fortunately, Amazon is also aware of this. For brand sellers, it has opened up the “review management” permission. In the “Brand” column in the background, click “Buyer Reviews” to enter the “Buyer Reviews” page.
On the “Buyer Reviews” page, customer reviews of all products under the brand within 30 days will be displayed here. If the review is 5 stars, it will be displayed as “No reply required”.
Only when the review is 3 stars or below, the seller has the authority to contact the customer, communicate with the customer about relevant product issues or provide appropriate after-sales solutions.