One of the easiest ways to improve your organic product ranking and sales on Amazon is to have more reviews on your product.
Duh. We all know this.
Amazon’s algorithm favors products with higher conversion rates and better reviews, as they tend to be higher-quality products and fit more within Amazon’s overall goal of pleasing their customers. It’s been well established that securing more, and better customer reviews help your conversion rates, which in turn, helps favor your products in the algorithm.
The trick, of course, is generating those positive reviews. If your newly listed product has no reviews, it won’t show up at the top of a SERP, but if it doesn’t show up on a SERP then you have no way of generating reviews because no one is able to find your product. It’s a frustrating cycle for Amazon sellers everywhere. And because of Amazon’s intense rules on how you can ask for reviews and solicit them, it can be extremely difficult to earn reviews quickly on a new product.
Ideally, the cycle should go like this:
Advertising → more conversions → more reviews → lower cost to advertise → better organic ranking → more sales
But that’s easier said than done on a crowded marketplace like Amazon. There are legitimate ways to generate reviews on Amazon that don’t require any third-party services or shady techniques. All you need is a solid advertising strategy!
We’re giving you our top three tips for generative reviews on Amazon through advertising.
Choose high-converting keywords
This might seem like an obvious tip, but you’d be surprised how often people are advertising on keywords that aren’t profitable. The goal is to find keywords that convert, so more people will purchase your product and leave quality reviews.
By eliminating keywords that aren’t converting and investing more heavily in high-converting keywords, you’re putting your advertising money where it will actually work, instead of throwing away money on wasted keywords.
But enacting a strategy like this is more difficult than meets the eye. It takes time and effort, and you have to give up your reliance on letting Amazon choose your keywords for you.
We call this strategy Search Term Isolation, and it helped grow our sister company to a top 100 seller on Amazon. We’ve used this strategy to help countless clients boost their Amazon business.
Temporary keyword takeover
A temporary keyword takeover for a SERP is a great short-term strategy for boosting reviews on your Amazon product. Essentially, the point is to make a keyword search appear like a branded search. Ideally, you would take over the Sponsored Brand Ad, the first few Sponsored Product Ads, and then the first organic ranking as well.
This strategy is great for a limited period of time, such as when you launch a new product and want to generate reviews to boost its appearance in organic search. It also helps boost general brand awareness by making your brand’s product synonymous with that keyword in the minds of customers.
With this strategy, you’ll naturally increase your sales if you’ve chosen a high-converting keyword like we talked about in the previous section. If you’d like a more in-depth explanation of how to achieve a keyword SERP takeover, check out our full piece on the strategy.
Quality products = quality reviews
At the end of the day, your product will speak for itself. If you sell a high-quality product to the right customer, you’ll get high-quality reviews. On the other hand, if you sell a product that breaks easily, is misleading, or is sold to the wrong type of customer, you’ll receive negative reviews, or none at all.
Need some guidance generating reviews on Amazon? Let the team at Blue Wheel help—get your free Amazon audit today!