How to manage buyer reviews on Ozon to improve product performance and profitability

On the Ozon e-commerce platform, buyers’ evaluations are a crucial factor, which directly affects the performance and sales performance of the product. This article will explain how to manage and respond to customer reviews to increase the attractiveness and profitability of your products and provide sellers with a better customer experience.

Evaluation management steps

1. Log in to Ozon seller account
   Make sure you are logged in to your Ozon seller account, you must be logged in to access and manage buyer reviews.

2. Go to Reviews and Questions section
   In your seller account, look for the “Menu” option and click on the “Reviews & Questions” section.

3. View buyer reviews
   In this section, you can view various reviews related to the product, and “New Reviews” is displayed by default. Use filters or the search function to find specific reviews.

4. Reply to review
   For reviews that require a reply, enter your feedback on the review details page and click “Send”. Positive interactions help increase customer satisfaction.

5. Set review prompts
   Turn on Alert Settings in Menu to make sure you’re notified of new reviews so you can respond quickly.

The importance of buyer reviews

Buyers’ evaluations are not only feedback, but also a key factor affecting product exposure and purchase intention:

• Ranking and Visibility: Products with reviews often rank higher in search results, increasing their visibility.
• Customer Loyalty: Positive reviews can attract more loyal customers and increase repeat purchase rates.
• Additional information: Reviews often include spontaneous usage photos from buyers, which can help other customers make purchasing decisions.

How to improve product performance

To make the most of buyer reviews, sellers need to adopt the following strategies:

1. Analyze reviews for canceled items: Understanding customer expectations and meeting those expectations can help improve service and reduce future cancellation rates.
2. Respond quickly to reviews: Replying to customers’ comments and suggestions promptly, especially negative feedback, can enhance buyers’ trust.
3. Use Points Review Tool: Take advantage of Ozon’s Points Review feature to encourage buyers to share their shopping experiences to collect more positive reviews.
4. Maintain an appropriate number of reviews: Strive to collect at least 10 reviews to increase product appeal and purchase rate.

Profitability assessment

The Ozon platform uses the “price index” tool to evaluate the market competitiveness of goods. A price index lower than or equal to 1 indicates that the product has a competitive advantage; otherwise, price adjustments need to be considered. Sellers should regularly review the price index and price appropriately based on market changes to increase sales opportunities.

By understanding and managing buyer reviews, product profitability, and customer feedback, Ozon sellers can effectively improve product performance, enhance buyer trust, and ultimately achieve greater sales success.