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

13 May 2024

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.