Product Reviews and Rankings – A Complicated Relationship
3 times more, yes you read it right, more than three times, an average customer looks for a product to buy on Amazon, rather than on Google. This shows the significance of Amazon SEO, towards the development of a prosperous business ‘empire’. This is the area, at which, the least attention is paid by an Amazon seller. Yes, it is important to concentrate on maintaining product quality and spending a lot of time in formulating pricing strategies, but Amazon tracking suggests, if you want to see your product in the bestseller ranks, an in-depth analysis of this ‘complicated relationship’ between product reviews and rankings is a must.
In order to understand this relationship, you need to ask few questions from yourself. This might sound a bit absurd, but it really works. So the question is, your decision to purchase a product is influenced more by a product description or a product feedback given by a user of a product. More chances are that your decision might get influenced more by a product feedback. Apply the same concept to Amazon selling and you’ll get a slight hint of the chemistry behind the relationship between product ranking and product reviews.
The algorithm used by Amazon to rank products is known as A9. As clarified by Amazon, product rankings are purely based on the sales generated by a product, the more the product sells, the higher it gets ranked in the product rankings.
Now a question might arise about how does a product review or a feedback would come into play here? Well, the answer is quite simple. Product reviews and feedbacks are triggers for sales. An Amazon expert at AMZ Insight suggests that product reviews and rankings influence a lot of purchasers, in deciding whether a particular product must be purchased or not. The more positive reviews, the higher the sales shall be recorded for a product. The more the sales, the higher the product rank.
While some of the readers might label this relationship as ‘indirect’. While a positive review might contribute towards an enhanced product ranking, failure to address a customer’s concern within 2 weeks can actually get you banned from selling on Amazon.
Furthermore, where people get aware of the fact that product rankings are generated, based on the product reviews, people might look forward to manipulating these reviews and ratings, to get itself higher in the product rankings. Amazon, itself places emphasis on customer satisfaction. Research suggests that an attempt or actual manipulation of reviews and ratings, can lead to a permanent ban on the Amazon seller.
Product rankings and reviews do play a vital role in making your product sell-able. What if, a negative review is posted about your product? Product reviews and rankings are directly proportional to each other. In the light of the previous sentence, what if a negative review is posted about your product. Failure to answer your customers’ concerns, has a negative impact on your credibility as a seller and on the quality of the product as well.
This is the lone aspect of Amazon selling, where, in addition to your typical online selling attributes, your soft skills would also be tested. Converting your negative reviews into positive ones, would not only help you redress your product outlook, but might also leave a good impression on the client and such impression might just convert your negative reviews into positive.