Bad Amazon Reviews: How to Contact the Buyer
With reviews being such an important part of the online shopping experience, a bad Amazon review is like the kiss of death for most sellers – but no longer.
With Amazon’s newly released feature, Contact the Buyer, Brand-Registered Sellers can start using negative reviews as opportunities to improve their customer experience. Keep in mind that this feature is only available to Brand Registered Sellers. It’s a great reason to get started with Brand Registry.
Amazon Brand Stores allow merchants you to create free online storefronts. In just a few clicks, sellers can level up their brand image.
Helen GolubevaRespond to Bad Amazon Reviews with Contact the Buyer
It takes upwards of 20 five-star reviews to combat the effects of just one bad Amazon review. Unfortunately, shoppers are more likely to share a negative experience than a terrific one. While we can’t necessarily change shoppers’ behaviors on the internet, now Amazon allows us to address at least concerns!
In late June, we noticed the following message in Brand Dashboards:
“We listened to your feedback!“
“We’re now offering a brand-only benefit that allows you to reach out to buyers who purchased your branded product directly from you, who left critical (1-3 star reviews) via templated emails that allow you to communicate with buyers via buyer-seller messaging.“
“We believe this will build brand trust and help establish stronger relationships between you and your customers.“
How do you use this new feature? In your Brands Menu, select “Customer Reviews.” To the right of reviews that are less than 4 stars, you’ll see “Contact Buyer.” Then, you’ll be given the option to offer a full refund or respond to the customer directly.
For either option, Amazon provides a templated message.
No matter what happens as a result of responding to a review, it is up to the customer to edit or remove the review. Only in very specific circumstances will Amazon remove the review.
What you can control is how you respond. Negative reviews can be an opportunity to show off your excellent customer support.
3 Best Practices for Responding to Bad Product Reviews
As part of building a successful brand on Amazon, you need to emphasize that customer satisfaction is important to you. The more respectful you are in your buyer-seller communication in general, the more likely you are to avoid negative reviews and feedback.
Here are 3 tips for effective review management.
1. Determine If the Negative Review Is Legitimate
Unfortunately, in the world of Amazon, certain black-hat sellers use tactics that violate Amazon’s Terms of Service. Whether it’s selling counterfeit products, failing to ship goods as promised, or hijacking Amazon listings, if you suspect malicious meddling, report those infringements to Amazon.
Not sure if you’ve been targeted by black-hat tacticians? Check out our webinar with Jeff Cohen and Davide Nicolucci to find out more.
Amazon experts Jeff Cohen and Davide Nicolucci answer your questions on common Amazon black hat tactics to monitor and how to maintain white hat processes.
Maria Navolykina2. Respond Quickly and Professionally Without Making It Personal
Customer service is crucial to the success of any business. A complaint isn’t a personal attack so don’t take it personally or retaliate angrily. In truth, shoppers are more likely to buy:
- Products that have a high number of recent verified reviews
- Products from sellers that have a high seller feedback rating
- Brands that care about their customers and are perceived as customer-centric.
Demonstrate that your brand cares and is customer-centric by responding promptly. Use those Amazon messaging templates, even if the customer seems difficult to satisfy.
Note:
You may not ask a buyer to change a review, even after an issue is resolved.
If you get discouraged by negative reviews, remember you absolutely may ask a buyer for a review! Chances are, most of your customers will leave positive reviews if you ask.
3. Look for Patterns in Your Reviews
What customers are saying about your products may highlight issues in your listing or product. If you have a high volume of negative reviews commenting on sizing, for example, perhaps add some commentary to your listing explaining that the product runs a little larger than normal. Likewise, if you’ve had a bunch of positive reviews highlighting the color vibrancy of the socks you sell, add vibrancy in your listing description.
I once met a seller who was upset that he had received some negative reviews on Amazon and he wanted our help in getting them removed. (For the record, Seller Labs does not do review removal.) This customer was so passionate about his product and so sure that it was perfect that he wasn’t listening to the input from buyers when they were telling him that there was a problem. This was a learning opportunity where two of five buyers said the product was gritty instead of smooth as promised, but the seller wouldn’t believe it and wasn’t willing to make a change. Huge opportunity missed.
Remember to review your reviews! Your customers will tell you how to fix your product and which new features they want — but you have to be looking and listening to them.
Responding to product reviews is a must.
There’s no faster, easier, more powerful way to communicate with buyers than Seller Labs PRO
Caroline is an Event Manager, Partner Specialist,and Marketing Expert at DISQO. When she's not offering excellent customer support she's doing pirouettes and cheering on the UGA Bulldogs.
