Amazon reviews have a significant impact on a product's sales volume. In this Demand Gen Daily podcast episode, Nick and Jayce discuss how to generate genuine ethical reviews the right way. Here are four key takeaways from the conversation:
Request Reviews Compliantly: Amazon provides a feature to request reviews from recent buyers. However, to comply with Amazon's terms of service, you cannot suggest or allude to the possibility of a reward, payment, or a free product. Incentivizing reviews in any way can lead to account suspension.
Public Review Networks Are Not Recommended: Public review networks involve subscribing to a service, buying a product at full retail price, and getting refunded immediately after purchasing. Reviewers then write a review for the product they got for free. Public review networks have a lot of scammers, artificially inflating sales and reviews, and risking account suspension.
Private Review Networks Take Time to Build: Private review networks are built by collecting email addresses through content marketing, incentives, and promotions. Periodically, the brand offers their community free products for purchase at full retail price, with the promise of refunds if the product is reviewed. Private review networks are compliant and avoid account suspension.
Commenting on Public Reviews Is No Longer Allowed: Brands cannot comment on public reviews anymore, even if the buyer is unresponsive to messages. Commenting provided great social proof and showed other buyers that the brand tries to resolve issues. However, Amazon removed this feature, and brands cannot use it anymore.
In conclusion, generating ethical Amazon reviews takes time and effort. Brands must comply with Amazon's terms of service and avoid incentivizing reviews in any way. Public review networks are not recommended, while private networks require patience and dedication. Finally, commenting on public reviews is no longer an option. By following these guidelines, brands can generate genuine and valuable reviews for their products.
Check out all the other episodes within our next series of episodes for more advanced Amazon discussions!
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