Is Your Amazon Reputation Killing Your Sales?

By Michael Ugino

When you buy something in a store, what you see is what you get. You can inspect the item for yourself, make sure it works, and have a chat with the salesperson before you make your purchase. You know exactly what you’re going to walk out of the store with.

That’s not true when people buy online. Buyers can’t see items before they buy, so they have to take the merchant’s word for it. But how does a buyer know they can trust the merchant?

For Amazon sellers, it can be tricky to establish this level of trust because they can’t meet their customers face-to-face. Instead, they have to rely on online review systems and their digital customer service to establish the level of trust that makes strangers willing to buy from them.

Curating your seller image like this is no less important than any of the Amazon merchant’s other tasks. Prioritizing your relationship with online buyers is critical because it ensures that you retain your customers and encourage new ones to purchase.

Having said that, the nitty-gritty of building your online reputation isn’t always intuitive. There are a lot of factors that contribute to a buyer’s impression of a merchant.

Diagram made using Gliffy.

To help you get started, here are 7 tips for boosting your merchant reputation on Amazon.

Solicit product reviews

According to a study by YouGov, 78% of consumers read reviews before deciding whether to buy a product. Buyers listen to product reviews because they serve as a form of social proof, indicating how others feel about a product.

The buyer assumes that these feelings are correct since they’re held by so many people. As a result, they adopt the same feelings about the product.

Given the powerful influence of product reviews over buyers, it’s critical that you solicit large numbers of high ratings for your products—otherwise, buyers won’t trust you as a seller.

Up until last October, sellers were able to solicit positive product reviews by sending potential reviewers their products for free, but Amazon banned this practice to keep reviews honest.

To incentivize leaving reviews today, sellers can use Amazon’s Early Reviewer Rewards program. Customers are asked by Amazon to write an honest review in exchange for a small Amazon gift card from $1 to $3. Amazon does charge sellers a fee for each product in this program, but for many sellers the cost is worth enhancing their reputation with more reviews.

Beyond this program, sellers can also solicit reviews by:

These methods offer buyers no incentive, but they’re still worth trying since they could lead to additional reviews. Here’s an example note for feedback requests and packing slip messages that Amazon recommends.

“Thank you for purchasing our products on Amazon.com. We strive to offer you the best value and service possible. Please take a moment to rate us as a seller on the Amazon.com website.”

Your solicitation methods won’t Go to the full article.

Source:: Business 2 Community

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