Anyone who sells products on Amazon occasionally faces negative reviews - as part of the normal business process. Regardless of how great the product being sold is or how diligent a seller is in maintaining customer relationships, negative reviews can happen. We've summarized what negative reviews on Amazon mean for your business, strategies you can use to keep them to a minimum, and tips for dealing with negative reviews below.
Why sellers should respond to negative reviews
Often, potential customers place a lot of value on the reviews of other customers who have already purchased the product. Within the product descriptions, some sellers price their products too high or post faulty descriptions. When making their purchase decisions, consumers therefore often do not rely solely on the manufacturer's descriptions, but rely on the reviews of other buyers. If these are primarily negative, this can lead to disinterest on the part of the buyer. In addition, negative reviews on Amazon represent more than just a representation of customer opinion. The algorithm takes reviews into account when determining organic rankings. Therefore, negative reviews can affect the performance of the product.
Dealing with negative reviews the right way
1. observe ratings
The key to properly dealing with negative reviews is to track them down and deal with them quickly. The longer a negative review remains undetected, the more time it has to generate attention from potential new customers. It is therefore recommended to use a tool that immediately notifies sellers of reviews. This way, the customer is still online and can be helped with their problem immediately - which other potential customers can see.
2. remove inappropriate, negative reviews
If a customer leaves inappropriate, negative reviews, a deletion of the corresponding review can be initiated at Amazon. If the corresponding review does not comply with Amazon's guidelines, a corresponding deletion can be requested under the button "Report abuse". This includes reviews that contain swear words, advertising for a competitor's product or a bad review without giving reasons.
3. reply directly to negative reviews
In direct communication with the customer, the seller should always apologize for the experience, no matter how inappropriate the customer's criticism may be. However, there is no need to address quality deficiencies if they are not true. Apologizing not only shows the complaining customer that the seller is willing to solve problems, but also shows potential other customers that you put customer complaints as well as questions first. This increases the chance of further sales, despite negative reviews.
4. contact the customer
Immediately after responding to the negative review, sellers should also contact the customer. Most customers will not return to the product page after a negative experience and thus will not see the response to the review. Therefore, it is advisable to make an attempt to reach out to the customer and resolve their issue. In the best case, sellers thus win back the creator of the review as a customer or achieve that he changes his rating.
5. use negative evaluations to your own advantage
From the algorithm's point of view, it is quite advisable to have only positive feedback. However, this can appear unserious to potential customers. Buyers are often looking for proof of the quality of the product. However, exclusively positive reviews are simply unrealistic and give the impression of fake reviews. Additionally, sellers can benefit from customer feedback. It is therefore advisable to look at the reasons customers give when they give a product a bad review and learn from them.
6. collect positive reviews
If a negative review is at the top of the product page, this is particularly off-putting for potential customers. Moreover, the review usually remains at the top until another customer writes a review. When new, good reviews come in, the bad ones are moved down the list - until they finally disappear from view. Therefore, after a bad review, it is advisable to make more of an effort to get good reviews.