Getting Amazon Reviews From Customers

“A strategy of caring usually out-shines tactics, but when they’re used with the right intent, tactics can help a brand achieve greatness.”
― Gary Vaynerchuk, The Thank You Economy

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Importance of Genuine Customer Care

During a conversation with a representative from a company we consulted for, we discussed the topic of "reviews" and how to obtain them. We suggested, among other things, sending an email to customers after they purchased a product. The email could say something like this (but preferably more personal):

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“....

We hope you have had the opportunity to try the (product name) that you recently purchased from us.

We want to ensure that you are satisfied, and if you are, we would like to ask you for a small favor in return. Could you please leave a review for this product on Amazon?

It would be a great help, and we would be eternally grateful.

If you are not satisfied, could you give us the chance to make it right and tell us what you were unhappy with? We always want to improve the experience for you as a customer, so do not hesitate to get in touch.

....”

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The response we received from the company's representative to whom we proposed this was that it would have been good, but they don't have the time to go through the dissatisfied responses. Additionally, the person added that there are usually many unhappy customers. According to this person, the solution was to remove the latter part and only ask for a review if the customer was satisfied.

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What's Wrong with This?

You as a company are there to help the customer, not the other way around. If this is the image you are after, absolutely go for it! But otherwise, think again!

Dissatisfied customers -> Bad reviews. If many customers are usually unhappy, maybe it's time to rethink this product.

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It will still not be sustainable because many poor reviews will come in, and many will want to return the product. It might be easier to handle on your own website, but on Amazon, where it is clear if the product gets good reviews or not and where Amazon's system penalizes sellers with many returns, it is much trickier.

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Intentions shine through. If all you ask for are good reviews and not to help customers with problems, your intentions will be obvious. It usually is if you offer help as well. You must genuinely want to help the customer! Not some tactic to get as many good reviews as possible.

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That said, by all means, set up such systems and use the tactics! We at SellWave absolutely believe this is a good approach. But you must care about the customer first and foremost! It doesn't matter what tactics, how much advertising you buy, how many influencers you pay, how many reviews you get. If the customers are dissatisfied and you don't care, these tactics are only a kind of artificial respiration. Sooner or later, the respirator will not be enough to keep the business alive.

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