Product ratings and reviews on Amazon are a way to build customer trust.

Seller Ratings vs. Product Reviews on Amazon
In the world of e-commerce, especially on Amazon, seller ratings and product reviews play a crucial role in building trust and increasing conversions. They have a direct impact on customers' purchasing decisions and the visibility of listings.

Understanding the differences and skillfully utilizing both types of feedback can significantly contribute to sales success.

Seller Ratings (feedback)

• Refer to the quality of customer service and shopping experience.

• Rated on a scale of 1–5 stars, displayed on the seller's profile.

• Build the seller's reputation and credibility.

Product Reviews (reviews)

• Focus on a specific product: its quality, functionality, and alignment with the description.

• Displayed on the product page, they strongly influence purchasing decisions.

How to improve ratings and gain positive reviews?

• Detailed product description – avoid misunderstandings.

• High-quality customer service – quick response, flexible returns.

• Encouraging reviews – ask for feedback in a way that complies with Amazon's policies.

• Responding to reviews – especially negative ones, with a professional approach.

• Amazon Vine – a program that supports obtaining credible opinions.

Amazon Vine – how does it work?

1. Product selection – new ASINs with a low number of reviews are submitted.

2. Trusted reviewers (Vine Voices) – selected by Amazon based on the quality of previous reviews.

3. Publication of reviews – marked as Vine Customer Review of Free Product, ensuring transparency.

Benefits:

• Credibility – independent opinions perceived as reliable.

• Visibility – more reviews lead to greater interest in the product.

• First reviews – particularly valuable for new listings.

• Feedback for the seller – a source of valuable insights.

Challenges:

• Cost of participation.

• No guarantee of positive reviews – Vine Voices evaluate honestly.

Summary

• Seller ratings → reputation and credibility.

• Product reviews → purchasing decisions and conversion.

Skillfully managing these elements and continuously working on service quality and offerings allows you to increase visibility, customer trust, and ultimately – sales.