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Mastering Amazon Reviews Management: A 2024 Guide for Sellers

Updated: Mar 10

Amazon Reviews Management


Amazon's marketplace thrives on customer trust and satisfaction. Product ratings and reviews provide buyers with immediate social proof, heavily influencing their purchasing decisions. Amazon Review Management is the ongoing process of monitoring, analyzing, and strategically responding to the reviews customers leave on your Amazon product listings. This blog tries to serve as a comprehensive guide for the sellers aiming to improve their Amazon ratings and reviews in 2024. Let's dive in.

How important are Amazon reviews for sellers?

Amazon reviews hold massive importance for sellers on the platform. Amazon reviews are far from optional; they are fundamental to success on the platform. Prioritizing obtaining positive reviews through quality products and actively encouraging customer feedback will significantly improve your Amazon sales performance.

Impact on Consumer Trust and Sales Conversion

  • Social Proof: Reviews are social proof in their purest form. Customers crave reassurance they're buying quality products.

  • Hesitation Breaker: Uncertainty creates cart abandonment. Good reviews answer buyers' unasked questions.

Impact on Search Visibility (SEO)

  • Amazon's A9 Algorithm: Amazon's ranking algorithm values high-rated, frequently reviewed products. Reviews impact how you rank in search results.

    • Reviews aren't just beneficial for shoppers trying to find the perfect product. They're one of the most effective ways for you to boost your brand's conversion, credibility, and overall ecommerce presence.

  • Keyword Power: Reviews provide user-generated keywords and phrases Amazon sees as proof of relevance to searches.

Other Perks for Sellers

  • Product Insights: Reviews provide invaluable feedback on the strengths and areas for improvement in your product offerings.

  • Reputation Management: They offer a chance to resolve negative experiences and show proactive customer service.

Importance of Amazon Reviews

What are the different types of Amazon reviews?

Amazon allows different types of Amazon reviews. Here’s explanations and relevant statistics to illustrate their significance:

Verified Purchase Reviews

  • What they are: Reviews written by customers who have purchased the product directly through Amazon. These carry a "Verified Purchase" badge.

  • Why they matter: These are widely considered the most trustworthy reviews by potential buyers as they reduce the likelihood of fake or biased feedback.

  • Statistics: 93% believe that the online reviews help them to improve the accuracy of purchase decisions.

Non-Verified Purchase Reviews

  • What they are: Reviews from customers who might have obtained the product elsewhere (as a gift, different store,etc.), or even without using it firsthand.

  • Why they matter: They can still offer valuable insights and differing perspectives, especially since some are from actual owners/users of the product.

  • Considerations: They may lack the authority of a "Verified Purchase" badge, potentially impacting trust for some shoppers.

Amazon Vine Reviews

  • What they are: Reviews provided by members of Amazon's Vine Program - who receive selected products for free in exchange for honest feedback. Vine reviews carry a distinct label.

  • Why they matter: Can help launch new products by getting initial reviews. Considered trustworthy by many due to Amazon's selection process for Vine reviewers.

Incentivized Reviews (Note: Proceed with Caution)

  • What they are: Reviews where the customer receives something in exchange (discount, free item, etc.). These used to be common, but Amazon heavily restricts them now.

  • Why they matter: This type now falls within a gray area. If done incorrectly, these reviews can violate Amazon's guidelines, hurting sellers. Transparency is key if offering any incentive.

  • Important: Amazon clearly states, “You may not intentionally manipulate your products’ rankings, including by offering an excessive number of free or discounted products, in exchange for a review."

How can I tell if an Amazon review is fake?

Unfortunately, identifying fake Amazon reviews isn't always foolproof, but there are several red flags to look out for. No single indicator definitively reveals a fake review. Instead, by examining multiple factors and using trustworthy analysis tools, you can significantly increase your likelihood of separating authenticity from fabrication on Amazon. Here are some key strategies along with supporting statistics and insights:

Red Flags

  • Unusually High Volume of Reviews: A rapid flurry of extremely positive reviews within a short time, especially for new products, is suspicious. Honest reviews build gradually over time.

  • Extreme or Generic Language: Fake reviews often overuse emotional, hyperbolic language ("AMAZING", "life-changing"), but neglect specifics about the product itself.

  • Similar Wording & Review Dates: Groups of reviews using near-identical phrases or posted on the same dates suggest coordination rather than authentic experiences.

  • Reviewer Profile Check: If someone only leaves glowing 5-star reviews or harshly negative 1-star reviews, that raises doubts about their impartiality.

  • Unverified Purchase: When "Verified Purchase" is absent, the review may be unreliable, though not always guaranteed.

Tools to Help

  • Fakespot: This website and browser extension analyzes Amazon reviews, assigning grades based on the likelihood of fake content.

  • ReviewMeta: Similar to Fakespot, it sifts through reviews to provide an “adjusted” rating with potentially biased reviews removed.

Important Considerations

  • Not All Positive Reviews are Fake: Just because something is glowing doesn't mean it's fraudulent. Consider other factors before leaping to conclusions.

  • Negative Reviews May be Real: Don't discredit negativity entirely. They might highlight valuable insights for making informed purchase decisions.

How can I track my Amazon review sentiment?

Tracking Amazon review sentiment is essential for businesses to identify emerging trends, improve products, and maintain a positive brand reputation. Automated sentiment analysis tools provide the needed efficiency in today's data-driven marketplace. Here's how you can track Amazon Review Sentiment, along with the tools and insights to make the process effective:

What is Amazon Review Sentiment?

Review sentiment refers to the overall emotion or tone expressed in a customer review. It falls into three main categories:

  • Positive: Expresses satisfaction, pleasure, or overall positive aspects of the product.

  • Negative: Shows dissatisfaction, issues encountered, or negative feelings towards the product.

  • Neutral: Lacks a strong positive or negative lean, often stating facts rather than opinions.

Why Track Sentiment?

  • Customer Insights: Understand how people feel about your product beyond star ratings. Identifies areas for improvement and what your strengths are.

  • Competitor Analysis: Gauge sentiment towards your rivals' products to uncover your advantages and market weaknesses.

  • Reputation Management: Proactively address negative sentiment to improve customer relationships and protect your brand reputation.

How To Track Amazon Review Sentiment?

  • Manual Analysis: Possible for small businesses with a minimal number of reviews. Requires careful reading and sentiment categorization. Not optimal for scaling due to time-intensity.

  • Sentiment Analysis Tools: These specialize in analyzing large volumes of text and classifying sentiment using AI/machine learning. Here are popular options:

    • Appbot: Focuses on Amazon and app store reviews with user-friendly sentiment analysis dashboards.

    • Helium 10: An Amazon seller suite including Review Insights for understanding reviews and sentiment.

    • Amazon Comprehend: AWS' own comprehensive Natural Language Processing service to analyze text, including sentiment detection.

  • Social Listening Tools: These track discussions about your brand on platforms beyond Amazon. Useful for detecting broader sentiment trends. (examples: Brandwatch, Hootsuite)

No tool is 100% accurate. These analyze large trends, but may miss nuance sometimes. It's valuable to manually check individual reviews to complement automatic analysis.

What are the best ways to analyze my Amazon reviews?

As per Forbes, “Analyzing your Amazon reviews isn't a one-time task, but an ongoing process essential for driving growth and improving customer experience within this competitive marketplace.” Here's a breakdown of the most effective ways to analyze your Amazon reviews, backed by supporting insights and best practices:

Methods for Effective Amazon Review Analysis

  • Keyword & Topic Extraction

    • The Goal: Identifying the most frequent words and recurring themes in reviews, pinpointing common issues, and areas where customers praise your product. How to Do It:

      • Word Clouds: Free online tools offer simple word cloud generation for highlighting prominent keywords.

      • Text Analysis Software: More sophisticated tools provide advanced topic modeling, clustering similar words and phrases together.

    • Why it Matters: Keywords tell you what really matters to customers, in their own words. This empowers you to improve product descriptions, tailor marketing, and solve recurring concerns.

  • Star Rating Analysis

    • The Goal: Tracking how the distribution of your star ratings (1-star to 5-star) evolves over time and comparing against competitors. How to Do It:

      • Excel/Spreadsheets: If dealing with a moderate review volume. Track the date and rating of new reviews for visualization.

      • Amazon Seller Tools: These often have dedicated dashboards for viewing and interpreting star rating breakdowns.

    • Why it Matters: Star ratings immediately signal satisfaction to potential shoppers. Tracking trends can point to product issues or competitor shifts.

Important Considerations

  • Context is Key: Don't just observe a trend – identify the 'why' behind it. Dive deeper into individual reviews to understand specific issues.

  • Prioritize Action: Analysis is useless without corresponding improvement. Address negative feedback and use positive insights to elevate product offerings.

Amazon Customer Reviews

How can I encourage customers to leave positive reviews on Amazon?

The most persuasive way to encourage positive Amazon reviews is to deliver stellar service and make sure your product surpasses customer expectations. Here's a breakdown of proven strategies to boost positive reviews on Amazon, along with supporting data:

Ethical and Effective Strategies

  • Deliver an Exceptional Product & Experience

    • The Foundation: High-quality products, fast shipping, and responsive customer service naturally make leaving positive reviews easier.

    • Statistic: "A one-star increase in a product's rating can lead to a 9% increase in revenue." Harvard Business School Case Study

  • Provide a Post-Purchase Thank You Email

    • Timing: Wait a reasonable period after delivery so the customer has had time to use the product.

    • Content: Express gratitude, subtly include a link to leave a review, and offer support if they have any questions.

    • Why it Works: Builds goodwill and shows you value their feedback. Makes it easy to leave the review with the direct link.

  • Utilize the 'Request a Review' Button

    • Amazon's Tool: Found within the order details on Amazon Seller Central. Sends a standardized Amazon-generated email.

    • Caution: Excessive use may be seen as intrusive by buyers. Balance is key.

  • Consider Product Inserts

    • Message: A friendly, helpful note thanking the customer and requesting a review if they enjoy the product. Include clear instructions.

    • Important: Don't try to incentivize reviews with discounts, or you risk violating Amazon's terms. You may not ask for positive reviews or reviews from buyers who had a positive experience.

  • Leverage a Feedback Management System

    • Automation: Tools streamline outreach and provide insights on when best to request reviews.

    • Personalization: Allows for customizing email communication beyond standardized Amazon templates.

Important Reminder

Amazon has strict guidelines surrounding customer reviews. Never offer compensation, gifts, or discounts in exchange for a review or solely for positive ones. It's best to focus on customer experience – positive reviews happen naturally as a result!

How can I respond to negative reviews on Amazon?

Responding to negative Amazon reviews effectively can turn a customer complaint into a brand reputation win. But Amazon retired the capability for sellers to directly comment on customer reviews back in December 2020. So, while you should absolutely still monitor and analyze negative reviews, you unfortunately, can't directly respond to them on the product listing itself. Here's how to turn those less-than-stellar reviews into opportunities for improvement and reputation building:

Strategy Breakdown

  • Monitoring and Alert System

    • Amazon Review Channels: Focus on recent reviews within your Seller Central, not just star ratings. Sentiment often tells a deeper story.

    • Tools: Seller notification software (FeedbackFive, AMZAlert, etc.) provides instant alerts for new negative reviews so you react quickly.

    • Competitors Too! Track reviews on similar products for industry trends and potential weaknesses to capitalize on.

  • Thematic Analysis & Root Cause Discovery

    • Categorization: Sort reviews by issue – Shipping, Product Damage, Misleading Description, etc. This exposes systematic problem areas.

    • Beyond Individual Blame: Don't simply focus on "bad" customers. Is there a larger problem with quality control, packaging, or your messaging?

    • Tools Assist: Sentiment analysis tools help highlight common words and emotional context to identify trends quickly.

  • Action Plan Development

    • What Do You Control? Not every negative review necessitates change. If it's a one-off or unrealistic expectation,no action may be needed.

    • Prioritization: Tackle patterns of dissatisfaction impacting multiple buyers. Small tweaks can yield major review improvements.

  • Listing Revisions: Common review themes are your best friend for updating descriptions and FAQs to prevent future confusion.

  • Internal Updates: If reviews cite consistent product defects, investigate with manufacturing or quality control teams.

  • Proactive Customer Service & Outreach (where possible)

    • "Contact Buyer" Limitations: Amazon's guidelines are strict. Use their system to offer resolutions when it genuinely allows you to.

    • Support Team as Detectives: Train support to flag if multiple inquiries share themes with negative reviews. This gives insight for improvement.

    • Going the Extra Mile: Even without direct review messaging, surprising customers with excellent resolutions can generate goodwill – and even negative reviews edited to positive reviews sometimes.

  • Don't Neglect Positives

    • Encourage Satisfied Buyers: Simple post-purchase emails with a review link counterbalance the squeaky-wheel effect of angry customers.

    • Share Your Wins: Amplify positive feedback on social media and marketing material to reinforce customer confidence.

Key Reminder: Negative review management is an ongoing process, not a one-time fix. Consistent analysis and adaptable responses will win out over time.

What are the best practices for responding to Amazon reviews?

Since Amazon removed direct reply functionality to customer reviews, best practices now focus on proactive customer service and addressing common themes found in reviews. If you have received a positive review on Amazon, rated 4 or 5 stars no action is required. For responding to Amazon negative reviews, rated 1 to 3, follow the process mentioned here.

At times customers threatens to write depite the product fulfilling all promises and you doing your best to resolve the concern. In such cases, it's best to offer a full refund (at times while allowing the customers to keep the order) as this may help keep a negative review at bay or turning a negative review to positive.

Remember that to offset the impact of every one star review, you will need at least 5 five star reviews. Most of the customers do not proactively leave a positive review. And then there will be customers who leave a negative review and have opted out of communication so there is no way to contact them. So, if you are in touch with a customer make the most of it by resolving issues to their satisfaction. Your ultimate aim should be to keep your Amazon product rating as high as possible.

A strong Amazon rating above 4 stars becomes a self-reinforcing cycle.  It gives you greater visibility, builds trust, improves your chance of making the immediate sale, and strengthens your brand to encourage future sales.

Can I remove negative reviews from Amazon?

While it would be lovely to wave a magic wand and get rid of every bad Amazon review, the reality is Amazon has strict guidelines about review removal. Chasing Amazon review removal is an uphill battle. Instead, channel that energy into creating customer experiences so positive that negatives become the exception, not the rule. Here's the breakdown:

When Amazon Will Remove a Review?

  • Violates Community Guidelines: Reviews containing the following typically qualify for removal:

    • Profanity, obscenities, hate speech

    • Personal information about the buyer (address, phone number, etc.)

    • Solely promotional content about a different product

    • Evidence the reviewer received compensation for their feedback

  • Product Feedback vs. Seller Review: If the review complains about shipping delays (Fulfillment by Amazon) or the product itself, but your service was stellar, there's sometimes a case for removal.

When Amazon Likely Won't Intervene?

  • It's Just Negative: Most negative reviews, even if they seem unfair, won't be removed simply because they hurt your product's star rating.

  • Conflicting Customer Opinions: Amazon is hesitant to play referee between differing customer experiences if no clear guideline violation exists.

How to Request Review Removal?

  • Report Abuse: On the review itself, look for the "Report abuse" link. This flags it for Amazon's team to investigate.

  • Contact Seller Support: Explain clearly why the review violates guidelines. Provide the ASIN and link to the review. Don't get your hopes up for instant resolutions.

Important Notes

  • Success Isn't Guaranteed: Amazon often errs on the side of protecting the voice of the buyer, even when reviews feel excessive or unjust.

  • Prevention is Key: Focus on strategies I outlined earlier: quality products, stellar customer service, and proactive listing optimization to mitigate potential negative reviews.

How can I automate my Amazon review management process?

Amazon reviews automation gives you time back. More importantly, it gives you a proactive edge by pinpointing customer sentiment shifts before they negatively impact your listings. Here's how to go about it:

Key Areas to Automate

  • Monitoring & Alerts:

    • Tools: Several dedicated Amazon seller tools monitor your reviews across listings and provide instant notifications which helps in swift resolution and trend identification.

  • Review Analysis

    • Sentiment Analysis Tools: These process large quantities of reviews to determine overall sentiment and frequently used keywords. Options include:

    • Appbot

    • BrandMentions

    • Amazon Comprehend (for those with technical abilities)

    • Benefit: Pinpoints product strengths and common problem areas without manually reading every single review.

  • Requesting Positive Reviews

    • Automation Software: Many tools include the ability to automate post-purchase 'review request' emails to satisfied customers. Some have advanced filtering based on order issues to minimize sending them after bad experiences.

    • Benefit: A steady stream of review requests maintains fresh, positive feedback to balance out potential negativity.

  • Customer Service Interaction (Partially)

    • Canned Responses: For commonly mentioned problems and FAQs, use Amazon's templated "Contact Buyer" system to save time while still showing you're paying attention.

    • Benefit: Quick, consistent handling of issues can encourage some buyers to update negative reviews or prevent them altogether.

Important Considerations

  • Automation + Humans: Tools excel at the repetitive tasks, but genuine analysis and personalizing action based on trends still require a human touch.

Don't Violate Guidelines: Avoid incentivizing reviews or being overly pushy in soliciting feedback. Focus on customer experience first.

What are the best Amazon review software tools?

Here's a breakdown of some excellent Amazon review tools that specifically aid in filtering and targeting review requests based on positive customer experiences:

Top Amazon Review Software Tools

  • FeedbackFive

    • Features "Smart Filters" to target review requests based on things like the absence of a return request or negative seller feedback.

    • Automates email campaigns and allows customization within Amazon guidelines.

    • Excellent reputation among Amazon sellers for review request effectiveness.

  • AMZAlert:

    • Known for real-time alerts, but also includes customizable review request functionality.

    • Can filter your positive review request emails based on the absence of customer support tickets or delivery issues.

    • Also includes broader monitoring features for tracking your keyword rankings.

  • SellerLabs:

    • Their Feedback Genius module lets you tailor review requests using factors like order status and fulfillment type (FBA vs. seller-fulfilled).

    • This suite has tools beyond review management, with functions for product research and listing optimization.

  • Helium 10:

    • Within their Review Insights tool, you can filter review requests to exclude orders with a high likelihood of issues (e.g., previous refunds).

    • Helium 10 is another comprehensive seller suite, making it a good choice if you value having multiple functionalities in one place.

Important Factors to Consider When Choosing:

  • Budget: These tools vary in pricing models and tiers. Determine how many review request emails you send monthly to match the right plan.

  • Ease of Use: Some are very intuitive, others have steeper learning curves. Free trials (often available) help you gauge what fits best.

  • Additional Features: Do you just need review focus, or want tools for listing optimization, etc.? This influences suite choices vs. specialized options.





Helium 10

Smart Filtering





Filtering Criteria

Returns, negative feedback, order issues

Support tickets, delivery issues, customization

Order status, fulfillment type

Refunds, potential problems

Email Campaign Automation










Additional Features

Review monitoring, analytics

Alerts, keyword tracking, broader monitoring

Product research, listing optimization

Keyword analytics, inventory alerts


Tiered plans based on email volume

Tiered plans, some features à la carte

Tiered plans within seller suite

Tiered plans within seller suite

Key Considerations

  • Ease of Use: FeedbackFive and Helium 10 are often praised for being user-friendly. AMZAlert and SellerLabs may require more setup time.

  • Specificity Needs: If you want highly granular filtering options (beyond basic issue flags), AMZAlert or SellerLabs often suit this well.

  • Overall Suite vs. Standalone: If you prefer having numerous Amazon seller tools centralized, Helium 10 or SellerLabs make sense. Others favor dedicated review management like FeedbackFive.

Important: We highly recommend taking advantage of free trials offered by these platforms to get a hands-on feel for what suits your workflow best.


Navigating the intricate landscape of customer feedback on Amazon is undoubtedly a challenging yet rewarding endeavor. We trust that the insights shared within these virtual pages have equipped you with the tools, strategies, and inspiration needed to elevate your Amazon Reviews Management game. Remember, the world of e-commerce is ever-evolving, and staying ahead requires not only adapting to changes but also embracing them.

Here's to your success in mastering Amazon Reviews Management in 2024 and beyond. Cheers to thriving in the dynamic world of e-commerce! If you need have any questions or need any support in managing your Amazon reviews leave a comment or write to us.



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