Online shopping is evolving so rapidly that it is dramatically affecting the way consumers make purchasing decisions. E-retail sales are predicted to grow continually to $370 billion in 2017, according to Forrester research.

Unlike going to stores where buyers can see, touch, and smell products before purchasing; e-shoppers rely on social proof and the credibility of the site their shopping on. Buying from well-established e-commerce sites displaying a plethora of reviews and ratings makes people feel confident about their buying decisions. A study conducted by PowerReviews showed that more than 86 percent of consumers say reviews are an essential resource when making purchasing decisions.

Built In Credibility

In a study conducted by Survata, Amazon is the starting point for 44% of consumers searching for products, giving it about three times more product search volume over Google. Why? Amazon is a trusted authority. They built that reputation by putting customers at the center of their universe as a way to reach their ultimate goal: More conversions, which translates into more money for Amazon.

With Amazon’s well-established credibility, sellers are enveloped by that reputation and can build a brand name very quickly as a trusted vendor. Amazon’s logo shows a smile starting at the a and ending at the z, signaling to buyers that they can be confident from the beginning to the end of every transaction. Amazon guarantees it.

Reliable Sources

In the mid-1800’s, the original authentic snake oil contained anti-inflammatory Omega-3 obtained from Chinese water snakes. When the Chinese brought it to America and shared it with

other railroad workers, it became quite popular. People raved at the results and swapped testimonials of their experience which increased product demand.

Yet now, snake oil is associated with quackery. That came about because those seeking to meet that demand, tried by re-creating a product whose source (the Chinese water snake) didn’t exist in America. Fake products were used along with fake testimonials to sell it, leading to snake oil’s demise. Credibility and social proof created both the rise and the fall of this product.

Cut to today and we see that social proof continues to be magnetic since it is a fellow consumer sharing their wisdom. And Amazon is counting on that.

How To Generate Reviews on Amazon

Amazon states that only 1% of buyers leave reviews. This means seasoned sellers must actively encourage buyers to submit 100% authentic reviews. Here are 3 top ways to obtain them:

1. Include well-written inserts .

Clever letters or postcards inside the product box asking for feedback is an attention-grabbing option. Encourage reviews that have videos and/or selfies using the product.



Keep in mind that it is against Amazon’s Terms of Service (TOS) to ask for a 5-star review, but you can certainly invite them to leave honest feedback.

2. Send follow-up emails.

Amazon sends an automated email asking for feedback after a purchase; however, don’t depend on those generic messages to spur reviewers into action. Allow the buyer time to receive and use your product, then reach out with a follow-up email via your Amazon seller account. Make sure the content is friendly and genuinely expresses interest in their

satisfaction. Try to personalize it whenever possible as that increases their response rate.

Be sure to include a “write a review” reminder with a link to your product page, but make it clear that you would like an honest rating and that there is no obligation to do so.

3. Use a legitimate review service.

“Legitimate” is the keyword. Amazon actively defends the integrity of its reviews since they have to live up to their reputation of being a trusted source. Buying them on FIVERR or any other fake sources can and will get a seller account suspended – sometimes permanently. Amazon is known to take measures against those involved with publishing fake reviews. Make sure that the review service being considered is 100% compliant with Amazon Terms of Service.

Lasting Impressions

Prospective customers observe how everyone else feels about your product via reviews and ratings. Endeavor to make the best impression by being vigilant to what your customers are asking, doing or saying.

Remember, anything posted on the world wide web has a near eternal life span.