How to Get Reviews on Amazon

Jason Wells

July 20, 2021

Your reviews on Amazon are what could make or break your business. They’re what build social proof and encourage customers to pull the trigger during their purchasing decision.

In fact, 84% of customers trust online reviews as much as personal recommendations from their family and friends. And to go even further, over 68% of customers read between 1 to 6 reviews before they decide to purchase on your website.

However, getting reviews for your Amazon business can feel like a minefield: one simple misstep, and you could get sanctioned by Amazon. That’s why you must get familiar with all the good and bad tactics of collecting Amazon reviews so that you don’t make any costly mistakes.

How to NOT Get Amazon Reviews for Your Store

Since getting reviews plays such a vital role in running a successful Amazon business, many stores are willing to do whatever it takes to collect them. Even if it means taking the risk of getting themselves in trouble on Amazon’s platform.

However, while gray hat tactics may seem like an easy route to get amazon reviews, they’re not worth losing your business in the long term. Here are a few common tactics that stores use to fake their reviews but end up getting them banned from selling:

  • **Paying for Amazon Reviews: **A direct way to collect more reviews on Amazon is to simply pay for them. Typically, stores go on platforms such as Fiverr or fake review apps to generate them.
  • Writing Fake Amazon Reviews: Another way that stores fake their reviews is by simply writing them down themselves. It’s the most low-effort and low-budget way to gain more reviews.

These activities may boost your social proof in the beginning but will end up creating your Amazon store’s downfall. Amazon has a strict policy on fake reviews and won’t hesitate to get your business banned if you’re caught. Here’s a screenshot from Amazon’s review policy page of potential consequences if you don’t comply:

Amazon Review Policies

Common Ways to Get Amazon Reviews That Are Bad in 2021

Paying for fake reviews or writing them yourself may seem like a no-brainer of things you shouldn’t do as a serious Amazon business. However, stores use other common tactics to collect reviews that could potentially get them in trouble on Amazon without realizing it.

It’s all because of Amazon’s subtle and complex regulations that are implemented on the platform. Below are common ways of collecting reviews that you should avoid:

Facebook Retargeting

Facebook retargeting consists of going through your list of previous buyers and using the data to run ads to retarget customers on Facebook. In the Facebook ads, you can ask your audience to review any prior product purchased.

You can collect this data from Amazon’s Central Order reports. Next, you can download all of the information and upload it to Facebook as a custom audience. You’ll then run the Facebook ads and ask for previous users to drop their Amazon reviews.

Why It’s Not a Good Idea:

You don’t want to use this tactic because it goes against Amazon’s terms of service. Amazon prohibits sellers from contacting customers outside of its platform, especially when using data from it to retarget previous shoppers on different channels.

Follow-Up With the Buyer-Seller Messaging Feature

Another way to collect Amazon reviews from customers is to use Amazon’s Buyer-Selling messaging feature. Through Buyer-Selling, you can ask the customer to drop in their feedback on their purchase.

Why It’s Not a Good Idea:

Amazon has stringent rules when it comes to using its Buyer-Seller messages. For example, you’re only allowed to ask for a review once. Also, you can’t explicitly ask for the customer to drop in a positive rating instead of a negative one.

Not respecting these rules could lead to Amazon preventing you from using its Buyer-Seller feature. So if you plan to use Buyer-Seller messages to collect reviews, you’ll have to remain very careful.

Adding Slip-in Inserts to Packaging

A creative tactic to collect more Amazon reviews is to include slip-in inserts as part of your product packaging. They’re product cards that showcase your gratitude to the customer and make the purchase feel more special.

As part of the postcard’s message, you can ask the customer to drop their product reviews online. It can also include the different steps your customer can take on Amazon to drop their feedback.

Why It’s Not a Good Idea:

Amazon has specific rules to follow when it comes to product inserts’ messaging. For example, you can’t offer customers gift exchanges, such as a discount or refund for a product review.

The 5 Best Ways to Get Amazon Reviews Legally

That said, there are still various ways you can use to collect more reviews without getting sanctioned by Amazon. Here’s how to get Amazon reviews the legal way and gain peace of mind:

1. Deliver High-Quality Products

As obvious as it seems, to improve customer experience and Amazon reviews, it all starts by delivering excellent product quality. If your product quality is subpar, you’ll be less likely to get the positive reviews that you’re seeking for.

By optimizing the quality of your product, you'll naturally see an increase in positive feedback from customers as a result. If any of your products frequently comes back returned or with complaints, you can take it off your store for a while and fix the issues to stop the negative reviews.

2. Use the “Request a Review” Button

When you go to your Amazon dashboard and view your orders, you’ll notice a “request review” button. By clicking on this email, Amazon will send an automated email to your customer and ask them to rate your product.

It’s a simple way to ask the customer for their feedback while respecting Amazon’s rules. Here’s how the email will look like in the shopper’s email inbox:

Request Amazon Reviews

Image Source

The process is speedy for the customer: all they have to do to drop their feedback is click on the stars, and they’re good to go. However, keep in mind that there’s no way to customize this email in any shape or form, but it will help you collect more ratings.

Even better, with Amazon’s new Selling Partner API, you can automate the pushing of the “request a review” button. We’ve implemented that API at Pattern, and use different strategies to target getting more reviews, like choosing between asking everyone and asking repeat purchasers for reviews–knowing that repeat purchasers are more inclined to leave good feedback.

3. Enroll for the Vine Program

Enroll in Amazon's Vine Program

Image Source

A practical and safe way to collect more reviews for your store is to enroll in Amazon’s Vine Program. The program is available for any store that signed up for Brand Registry and helps your business easily connect with other reviewers.

How the Vine program works is that stores must provide free samples of their products, and Amazon will connect top reviewers to take a look at the items. These reviewers are known as “Vine Voices”.

Then, these Vine Voices will drop their feedback on your product, and their review will come with a “Vine Voice” badge on your product page. Their assessment will be as honest as possible without any bias involved in their rating.

4. Make Your Product Listing as Accurate As Possible

When it comes to getting more positive reviews on Amazon, it’s the simple things you do that count. Always make sure that your product listing includes all the information the customer needs to know about your product, so they don’t end up getting nasty surprises.

That’s going to consist of uploading accurate photo images of your product and optimizing your product descriptions by making your product’s functionality clear and providing any vital information (such as if your product contains any allergic material). That way, the customer has the information they need before making the purchase, has a better experience, and is more likely to voice positive feedback on the product.

5. Collaborate With Top Amazon Reviewers

Amazon keeps a list of its top reviewers on its platform valued thanks to their expertise and insights. They hold titles on the platform such as “Hall of Fame Reviewer” or “Top Ten Reviewer”:

Hall of Fame Reviewer

alt_text

There are different steps you must take to collaborate with top Amazon reviewers and get more ratings. First, you’ll have to go through Amazon’s extensive list of top customer reviewers and find the ones most relevant to your industry.

Next, look at their email contact and reach out to tell them directly that you have some great products you think they’d like to review. Don’t forget to personalize each email based on their previous reviews to make your message stand out from others in their inbox.

It will feel like a numbers game: many top reviewers will say no or flat-out ignore your email. But just know that it just takes 2 - 3 ratings from Top Amazon reviewers to skyrocket your social proof.

Boost Your Reviews and Social Proof Without Getting Yourself in Trouble

Good ratings go beyond improving your store’s credibility. Aside from gaining the customer’s trust, positive reviews also influence your store’s ranking on Amazon. The more positive reviews you collect, the better you’ll rank on the ecommerce platform’s search engine, and the more visibility your products will have.

To get started with collecting more reviews on Amazon, start small. For example, that could be tweaking your product descriptions to make them more accurate. Overtime, you’ll gather more position reviews and improve conversion on Amazon.

Have questions? Want help? Pattern’s Amazon experts are ready to help you grow your brand’s success on the marketplace. Get in touch today.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Improve Your Amazon Advertising Strategy With One Simple Metric: True RoAS
Blog

Improve Your Amazon Advertising Strategy With One Simple Metric: True RoAS

The purpose of advertising on Amazon is simple: increase traffic and conversions. But the approach to get those conversions is not always so simple. Your Amazon advertising strategy is based on current ad data and performance results such as your return on ad spend (RoAS). 

At a minimum, your RoAS number tells you how well you’re maximizing your ad spend. The problem is the RoAS you’re getting from Amazon or an advertising agency isn’t always accurate. 

As a top 3P seller on Amazon, Pattern helps brands improve their Amazon advertising strategy and results by providing them with one simple metric: true RoAS.

Understanding True RoAS

To understand why true RoAS is helpful to brands, you need to understand how Amazon and other agencies calculate and present your RoAS.

The key to growing your brand and maximizing your ad spend is to drive incremental traffic, rather than cannibalizing what has already taken place. For example, if you are selling probiotics, and paying for sponsored ads to win the keyword “probiotics for women”, but also organically ranked in the top results with the same keyword, that’s cannibalization. The RoAS score you would receive from Amazon includes that level of cannibalism, which inflates the number, causing you to pay more on ad spend. The best ads drive incremental growth instead of cannibalizing organic sales. 

At Pattern, we’ve created the acceleration software to make sure brands are getting their “true RoAS”. Pattern’s patented tool applies artificial intelligence to advertising to maximize incremental growth or true return on investment. 

Our software helps brands optimize their efforts by providing live and updated information on where your brand is not organically ranking, and what you should be paying for. If your ranking improves in one area, the ad spend will automatically decrease for those words or phrases until the software detects a drop in ranking, signaling that your ad spend should go up again. This dynamic monitoring of ad spend will help you maximize incremental growth and improve your RoAS.

Improve Your Amazon Ad Strategy with Pattern

Knowing your true RoAS is key to improving your Amazon performance. Advertising agencies and marketplace account managers often give you an inaccurate RoAS ratio or value, which only incentivizes you to spend more on advertising, ultimately increasing revenue for the agencies and/or marketplaces.

At Pattern, a 3P partner on Amazon and other marketplaces, we view our brands just as that: a partnership. When you win, we win. You succeed on Amazon by maximizing your ad spend and we have the data and resources to help you do just that. Accurate, transparent data and reporting will help improve your advertising strategy to drive more traffic to and conversions on your products. 

Ready to finally get your true RoAS? Contact us.   

Slowing Inflation is Music to Consumers’ Ears
Blog

Slowing Inflation is Music to Consumers’ Ears

**Instrument Pricing Changes Tune Amid Record Inflation** Compared to 2022, consumers should expect to pay more for musical instruments, but the rate of inflation shows signs of slowing. **The backstory:** America’s most popular musical instruments saw a notable price increase in 2022 compared to 2021, but the rate of inflation eased in Q4 ’22. **Why it matters:** Slowing inflation within this product category could indicate economic pressures like increased demand, rising labor costs, and supply chain disruptions are easing across the consumer landscape. **What we’re seeing:** The average cost of musical instruments increased 7.5% from 2021 – 2022; however, when analyzing individual increases year over year, some instruments saw price increases as high as 21%. <iframe title="YOY Price Change for Instruments — 2022 vs. 2021" aria-label="Bar Chart" id="datawrapper-chart-02Lwk" src="https://datawrapper.dwcdn.net/02Lwk/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="379" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * Trombones experienced a 21.73% increase compared to 2021 * Trumpets +20.08% * Flutes +18.6% * Recorders +16.13% * Saxophones +13.63% * Clarinets +10.55% * Drums +5.41% * Ukuleles +5.17% **However:** Inflation among these same instruments was significantly less in Q4 ’22 compared to Q4 ’21. In some cases, prices decreased from Q4 ’21 – Q4 ‘22: <iframe title="Price Change for Instruments — Q4 2022 vs. Q4 2021" aria-label="Bar Chart" id="datawrapper-chart-6X6GZ" src="https://datawrapper.dwcdn.net/6X6GZ/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="379" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * Trombones +11.23% * Flutes +10.41% * Saxophones +5.94% * Clarinets +5.59% * Trumpets +3.10% * Recorders +2.85% * Drums -2.59% * Ukuleles -8.46% **Moreover:** Certain instruments saw inflation reverse in 2022. On average, prices for melodicas, guitars, and violas saw their prices decrease by 4.41%, 3.19%, and 0.97%, respectively. <iframe title="YOY Price Change for Instruments — 2022 vs. 2021" aria-label="Bar Chart" id="datawrapper-chart-0Tefk" src="https://datawrapper.dwcdn.net/0Tefk/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="259" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Diving Deeper:** Inflation was more significant when comparing Q4 ’21 to Q4 ’20 than when comparing Q4 ’22 to Q4 ’21, indicating a slowing down of price increases for consumers. <iframe title="YOY Q4 Price Change for Instruments — 2020 – 2022" aria-label="Stacked Bars" id="datawrapper-chart-p6iqt" src="https://datawrapper.dwcdn.net/p6iqt/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="206" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * In Q4 ’21, average prices for all instruments were up 8.89% compared to Q4 ’20. * When comparing Q4 ’22 to Q4 ’21, the average price for all instruments only increased by 2.65%. **The takeaway:** While consumers should expect to pay higher prices for instruments this year, overall inflation impact within this product category appears to be slowing down. With National Ukulele Day coming up on February 2, now is a great time for ecommerce brands to take advantage of slowing economic worries and reach new consumers. * Want Pattern’s data science team to power your brand with consumer insights like these? Contact us to [request more information](https://pattern.com/contact-us/) today.

Slowing Inflation? What Musical Instrument Pricing Tells Us
Blog

Slowing Inflation? What Musical Instrument Pricing Tells Us

It’s safe to say consumers and brands alike are eager for a change to the pattern of rising inflation, steadily increasing in many ecommerce categories . Pattern’s internal team’s data scientists analysis of instrument pricing shows a glimmer of hope that inflation may be slowing, which would be great news for brands selling online.

At Pattern, we’re interested in and monitoring trends and news related to pricing since price is a key factor in a brand’s profitability (as explained in the Ecommerce Equation). When brands are able to optimize their price, conversions, and traffic, they can optimize their profitability. And profitability leads to better allocation of resources, better brand control, and gives leaders the ability to expand their presence to new markets worldwide.

YoY Instrument Pricing Increased at a Slower Pace

When analyzing the pricing changes of instruments from 2021 to 2022, our teams found that prices increased, but at a slower rate than from 2020 to 2021.

As shown below, the year over year Q4 changes show quite a lower rate of increase.

Inflation Improvements Raise Profitability

Because inflation impacts online shopping behaviors, lower inflation can lead to better overall profitability for brands. This idea, of course, is nuanced, but Pattern’s Ecommerce Equation can help illustrate the general principle.

When inflation rises, consumers change their spending habits. Shoppers spend more time researching products, forego premium, higher-priced brands, and buy more in bulk. Brands tend to see a loss of loyalty as they’re forced to raise prices.

Price is a key variable in the Ecommerce Equation: price x conversion x traffic = profitability. As inflation lowers, brands can expect better performance in all of these areas—more traffic as spending habits return to normal, higher conversion from returning customers, and price that better fits consumer demand. As inflation lowers and these variables stabilize, brands will see profitability increase.

Raise Your Profitability with Pattern

As an ecommerce accelerator, Pattern is obsessed with gathering data that helps our brand partners succeed. We’ve created best-in-class technology, models, and analytics to understand changes on the horizon and inform our decisions. With an incredible team of data obsessed Pattern employees, we see what makes the difference in truly great ecommerce performance and apply those learnings for brand partners. 

Ready to improve your profitability? Contact us here.