If The Review Function Would Be Canceled by Amazon?
October 27 afternoon, Amazon suddenly closed the review function which causing a panic among sellers. Today, we will look at another point of view of the direction of Amazon's review.
The first part: Was the system upgrade or function cancel?
Amazon sellers have always understood the significance of product reviews, and Amazon's nearly specifc review function is a gray area. The panic on Thursday seemed to give sellers another sense of crisis. In order to verify whether the review function can be used or not last Friday, We released a review on Amazon, the following screen shot to share with you
At 1:58 pm on October 28th, related products have 9 reviews:
1:59 pm on October 28, We released a review:
After the release on October 28， it shows that it need to wait for Amazon auditing:
October 28, after releasing the reviews 10 minutes and refreshing product page, the review is shown successfully:
Seen from the test results, the cancellation of the review function on Thursday seems to be a problem of the Amazon system itself, and at this moment, perhaps everyone may relax.
The Second Part: Why does Amazon keep the review?
Amazon founder Jeff Bezos (Bezos) should be the first oversold in today's e-commerce industry, because the difference beteen Amazon and eBay or Aliexpress are that: Amazon itself is the seller! As a seller, of course, they really understand the significance of product evaluation. Now let's take a look at the comparison of the Bluetooth earphone in Amazon, AliExpress, Wal-Mart, eBay and Google Shopping:
1.Average review rating is 5000-18000 / a product on Amazon Home page
2.Average evaluation is the 100-1500 / a product on AliExpress home page
3. Average ratings is 0-20 per product on eBay Home Average
Judging from the three online market evaluation, we can easily draw the following conclusions:
Word of mouth marketing is the key to product sales.
Review of the platform determines the number of transactions and the number of active;
Consumers are more willing to order more on platforms that has more evaluations;
Compared to eBay, Alibaba, Google, Amazon is a later rising star. Why it is able to catch up with several e-commerce giant in addition to many reasons for the layout reason,a important point in marketing is through the "direct comment" so that Amazon quickly Accumulate word of mouth in the market!
The third part: whether the direct comment will continue to be retained?
For this issue, We think it should be the same with Amazon's affiliate selling function, it need to be divided into two aspects.
First of all, from the Amazon platform itself, direct comment allows each new product to get market word of mouth and attention faster than any other platform, regardless of its impact on the platform, customer experience and platform sales it is a really good funtion. In other words, from Amazon itself, does not want to pause direct comment function, just as Amazon do not want to pause the affiliate selling function.
At the same time, Amazon as a platform and listed companies, concerned more about their share price. If there's a general reaction taht the Amazon has many fake reviews, then, Amazon will sure to definitely make changes to the evaluation policy.
The way we can predict is:
Amazon made a strict management about evaluation.
But at the same time it will still shed some light on the assessment
Of course, as third parties we can not able to fully predict the late Amazon policy, but when the direct comment function is closed, perhaps it is the time when Amazon platform give its leadership to other platforms. I believe Amazon will keep the bottom line is: a variety of product evaluation can not be lower than Wal-Mart, AliExpress, eBay this competitor!