To be a trusted brand on Amazon and gain customer confidence, brand reputation management is essential. Amazon’s algorithm ranks products that receive better reviews higher on product listing pages while those with poor reviews are pushed to the bottom. Providing high quality products and great customer service really pays off, with brands who go above and beyond for their customers being the most successful on Amazon. If you’re already doing this, great. But did you know there are other ways you can manage your reputation on Amazon too?
Negative Review Monitoring
No matter how good your product is, sometimes things happen outside of your control that can lead to a negative review. Whether it’s a faulty product or human error, the best way to deal with a negative review is to reply publicly to the complaint and apologise for any inconvenience caused. Provide quick, no-fuss resolutions such as a full refund or replacement for the order.
Whilst negative reviews can be harmful to your performance on Amazon, how you react and respond is what customers will remember. Being on the ball and providing a fast solution can help people look past genuine errors.
Seller Feedback Rate
As well as good reviews for your products, you should also be striving for good seller feedback for the service you provide. A good seller rating can help you secure the Buy Box – the functionality of buying the product immediately from the product listing page without going through the whole checkout process.
Account Health
Your account health is dependent on your campaigns adhering to performance criteria. Maintaining account health keeps you in Amazon’s good books and protects your brand reputation. Sellers that have very poor performance and reviews are at risk of their account being deactivated, so it is important you keep on top of things. Account health is measured by:
- Order defect rate
- Cancellation rate
- Late dispatch rate
These performance metrics tell Amazon how serious you are about providing a good service for your customers; low performance metrics make Amazon look bad by enabling you to sell on the platform.
If you’re a brand looking to sell on Amazon or are you struggling to manage your campaigns and reputation, we can help. Call us now to discuss our Amazon account management solutions.
