Whether you’re an experienced seller or just starting out, building and maintaining your reputation on Amazon will play a huge role in your success. Today’s savvy buyers know to look for reviews before making online purchases which is why having great feedback is so vital to the health of your business.
eComEngine recently hosted a webinar about getting verified purchase reviews and increasing sales featuring our Industry Liaison, Liz Fickenscher, and Amazon Specialist and Marketplace Seller Courses founder, Shannon Roddy.
Didn’t get a chance to attend? No problem! Here’s a quick recap of some of the highlights.
Why Feedback Is Important
If your goal is to move more inventory, you need to focus on soliciting good quality feedback and customer reviews.
-Shannon Roddy, Marketplace Seller Courses Founder
As conversions grow, so do sales. What this means is that, when buyers hit your detail page and purchase an item, this will increase your conversion rate. Then, as your conversion rate increases, it boosts sales velocity. “That automatically will increase your ranking on Amazon,” Roddy added.
Similarly, if you are competing for the Buy Box, seller feedback is huge. In fact, if your seller feedback and overall seller performance health are solid, you could actually raise prices and still win the Buy Box over a competitor with lower prices. “It’s going to increase consumer confidence, the number of orders you’re going to get, and it’s going to build your overall brand equity on Amazon,” said Roddy.
Why You Should Send Emails
Sending emails to buyers is an integral component of building your brand and being successful. Solicitation efforts can increase positive seller feedback and product reviews and help offset any negative comments.
As Roddy explained, “This automated email becomes a customer touchpoint and customers will reply to that email if there is a problem,” even weeks after receiving it. “It gives us an opportunity to correct the issue before they send a negative seller feedback or product review.” Being proactive can really go a long way.
Take the initiative and make your buyers feel valued. Give them a way to communicate and be heard. Being open to hearing their experience will help you grow as a seller in the long run.
How to Send Emails
You may want to send emails but feel unsure about when and how to send them. The webinar goes into fantastic detail about this, but generally speaking, you should send your first email within a day of delivery if the product they ordered is an innovative product or requires assembly. The idea is that you want to avoid any confusion about the product that could lead to negative seller feedback or product reviews.
Consider adding value to the message by including assembly and use instructions, how-to videos (remember to review Amazon’s terms of service to remain compliant!) and useful attachments such as an eBook or recipes. Then, you can ask for seller feedback.
Of course, if you’d like to request a product review, it’s important to give buyers a reasonable amount of time to actually use the product. If it’s a t-shirt, for example, they will know right away whether they like the color or the fabric but they might need more time for other items.
Amazon is very strict about how sellers interact with their buyers; so it’s very important that you are familiar with the guidelines in order to avoid suspension. Do not take this lightly. Fickenscher said, “This is no place to mess around. Follow the rules, it’s not worth it.”
“The only reason you can contact an Amazon customer is specifically because of their order,” Roddy said. “You can’t use coupon codes, upsells or cross-sells to retarget or remarket to those customers. The email really needs to be focused on their order.”
A good rule of thumb is to consider your intention when sending an email, while also remembering Amazon’s goal. Here’s how Roddy put it: “Amazon’s goal is they want to keep people on Amazon. They don’t want customers to be bombarded. If you combine your intent with their goal, you’re going to be okay. That’s going to guide you 90% of the time.”
FeedbackFive Can Help
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This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.