First impressions count for everything online because buyers have little else to go on. And since Amazon is all about outstanding customer experiences, how you manage your Amazon reputation is vital. Whether you don’t know where to start or you want to recalibrate, this post has what you need to make your reputation a sterling one.
Why Your Amazon Reputation Matters So Much
Buying online isn’t like buying in a bricks-and-mortar store. In the latter, consumers have the chance to hold an item in their hand, ask questions in real-time, and get a firsthand look at how the store looks and runs. But when shopping online, they’re left to rely on images, descriptions, and the feedback of others, which makes the shopping experience tilted in the merchant’s favour.
Amazon’s underlying ethos is that customers should always have the best experience possible. Their A-to-z Guarantee tells buyers they have protection when purchasing on the marketplace for both accurate delivery and description of products. Right away, this makes the buyer feel more at ease — but you’ve still got work to do on your end.
How many of the following do you regularly practice to bolster your reputation? Do you:
- Respond to customer questions and reviews within 24 hours?
- Build your brand by engaging in social media?
- Display accurate, high-quality images that show the product in a variety of ways?
- Write product descriptions that fully outline the condition and use of the item?
- Anticipate buyers’ questions when writing product descriptions?
- Work on the intangibles to make your brand and product stand out in a crowded field?
These are only a few questions you should be regularly asking yourself, making sure that you’re acing them as often as possible.
There’s Such a Thing as Reputation Metrics
One of the most objective ways you can measure your reputation is with the number and score of your reviews. The more reviews you have, the more they can help future buyers. But it’s not just about quantity — the reviews should be 4- and 5-star ones to really count. After all, when the majority of your buyers say they trust you and would buy from you again, that says a lot about your solid reputation.
Managing feedback can be a tricky thing, so it’s best to adopt a consistent, professional approach. Learn when the best times are to send messages, what to write in them, and how to respond to negative reviews. Or you could take the easier path and use feedback software that does it for you.
Be Disciplined About Managing and Improving Your Reputation
Every time you think about taking it easy in the reputation department, remember that there are dozens of hungry Amazon merchants waiting to take your spot. You’ve worked long and hard to get to where you are, and it’s a lot easier to keep the momentum going than to have to rewind and repeat a few steps.
If you’ve forgotten some of the tangible practices it takes to maintain a good Amazon reputation, here are some of the more important ones:
- Answer buyers’ questions as soon as you can, not straying outside the 24-hour timeframe unless you absolutely can’t avoid it. If it’s not possible for you do that yourself, delegate a team member to check in regularly on questions and handle that for you.
- The same goes for responding to customer reviews, whether they’re positive or negative ones. You should be thanking them for taking the time to write a review, at the very least. And if a buyer lists a concern in their review, you need to address it.
- Stay active on social media channels so you can engage with buyers in different, sometimes more interesting ways. Not only can you reach a wider audience, but the existing ones know that because you’re active on various channels, you’ll be ready to help them if they need it.
Always Be Asking for Feedback
Never assume you know what’s going on inside a buyer’s mind unless they tell you. And how best to do that? By asking them for feedback. It can sometimes feel like pulling teeth to get product reviews once the sale is over but don’t get discouraged. You’ll only miss 100% of the shots you don’t take.
Since Amazon’s guidelines can change so frequently, you need to stay on top of what’s in their Terms of Service. But if this is also something you just can’t devote time to, then a feedback app takes the labour and guesswork out of it by handling it for you.