Amazon recently revised its star rating system based on the age, helpfulness and legitimacy of the transaction. It also introduced review ranking formulas to weed out unworthy reviews, or at least send them closer to the end of the line. The change has not gone unnoticed, but it’s still a bit early to gauge a clear reaction from sellers.
Do you think this could be a positive change? Read on to puzzle it out.
Think Outside the Puzzle Box
June 19 ushered in a new era for Amazon customers; one where their product reviews are no longer taken at face value, but analyzed, ranked and lodged into a complex formula. But let’s look on the bright side, shall we? Or should we say ‘bright sides’?
1. Search Results Don’t Lie
It will come as no surprise that review buying websites have been springing up like mushrooms in this day and age. Some online retailers can take advantage by engaging in unethical business practices. They may discredit the competition or exaggerate their own achievements as they target certain Amazon products.
Given the fact that Amazon’s product ratings show up in various search engine results, it’s in every honest seller’s best interest to be able to rely on the validity and legitimacy of product reviews.
2. Most Unhelpful?
It seems prospective buyers have become rather choosy when it comes to the reviews they read. A critical review (1 to 3 stars) is likely to be rated unhelpful by readers if it’s not accompanied by an adequate explanation. ‘OK’ simply doesn’t cut it anymore. So, in the end, regardless of how Amazon decides to rank its most helpful reviews, the unhelpful ones will be hung out to dry.
3. Age Matters
We won’t even pretend to understand the intricacies of the enhanced ranking system. Still, it’s clear to see that fresh reviews should have more clout. It’s in the seller’s best interest that reviews that have lost their relevance with time be set aside.
4. Verified Purchases Reign Supreme
How to be sure that a product was bought and rated by a genuine Amazon customer? Enter Verified Purchase. As explained in the Amazon Community Help section, an Amazon purchase can be verified only when the customer specifically asks for this by ticking a checkbox at the end of the reviewing process.
Only orders placed on Amazon can qualify as Verified Purchases, and only if placed by the account holder. Let’s hope customers will make it a habit to tick that box.
5. Higher Ratings for Verified Customer Reviews
The customer reviews featured on the product page are inevitably the most helpful ones. Yet, just because a review is deemed helpful, does not mean it’s genuine or relevant. The only reviews that truly meet these criteria are those for verified purchases, which are given a boost in the star rating system.
In a nutshell, this is what springs to mind when we think of the enhanced review system. Customers and sellers alike must now realign the star-spangled comments into a different puzzle because, all of a sudden, there are more sides to Amazon’s stars.
We’d be interested to know if our readers have seen a change in their product reviews since June 19, and if so, if it’s had a noticeable impact on their sales. Your comments and personal stories are welcome. Thank you!
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Melanie takes an active interest in all things Amazon. She keeps an eye on the latest developments, and keeps Amazon sellers up to speed.