Promoting Your Brand on Amazon Using White-Hat Strategies
Short Amazon Reviews Evolution
Over the past three years, Amazon has struggled to prevent sellers from manipulating unbiased reviews. You’ve probably seen numerous posts, articles, and TV news segments about Amazon’s issue with fake reviews. Buyers’ concerns regarding this problem are entirely justified. However, it’s crucial to acknowledge the sellers’ perspective as well. This is substantiated by analytics from Seller Central, which confirms that products with low ratings or a limited number of reviews, in comparison to other sellers in the same niche, can reduce the conversion rate by 3–5 times. This is precisely why the question of how to obtain reviews for a recently launched product remains a significant challenge.
This article explores legitimate, “white hat” methods for obtaining reviews without risking a ban from Amazon.
Tactic #1: Feedback to Review
When a customer leaves a review for a product in the seller’s feedback field, you can reach out to the buyer and kindly request them to resubmit the review in the “product reviews” section. This approach carries minimal risk, as these are genuine customers who have made purchases from you. Amazon typically does not question such reviews, as they lack any suspicious elements.
Please note: It’s essential to provide the customer with instructions on how to leave a review but refrain from including any links. Amazon’s policy, especially in the latest 2019 update, strictly prohibits the inclusion of links in your correspondence with customers. Instead, you can simply provide the following guidance: “To leave a review, please follow these steps: go to Amazon > Your Orders > Write a Review.”
You might consider using a message like this:
Tactic #2: Amazon Early Review Program
The Amazon Early Review Program is a special initiative designed for newly launched products that have fewer than 5 reviews on their product page and are priced above $15. Here’s how it works: when you enrol a product meeting these criteria, Amazon proactively reaches out to your customers via email, inviting them to leave a review in exchange for a modest reward of $1-$3 in the form of a gift card.
It’s important to note that Amazon ensures that only buyers who adhere to the community guidelines receive these review request emails. While you can anticipate a maximum of 5 reviews over the course of a year, in practice, most of these reviews tend to appear within the first two months following enrollment. The cost of participation in this program is $60, payable once the first review surfaces on your product page. These reviews are distinguishable by the orange badge labelled “Early Reviewers Rewards.”
Note: This program is exclusively available to Brand Registered Sellers.
It’s worth highlighting that this program carries zero risk, as it is administered directly by Amazon.
Tactic #3: Vine Program
The Vine Program shares a similar concept with the Early Review Program, but it differs in a few key ways. One significant distinction is that it’s entirely free (at least for now). Previously, the Vine Program was exclusively available to Vendors, with a hefty enrollment fee of $2500. However, in 2019, Amazon expanded access to Brand Registered Sellers and eliminated the enrollment fee.
To be eligible for the Vine Program, your product should have fewer than 30 reviews, be in stock, and be in “new” condition. Amazon promises that all 30 reviews will appear within 30 days of the freebies being sent to customers. Once you’ve applied for the program, there’s no additional action required on your part. Amazon handles everything, including shipping.
There are three levels of enrollment in the program:
- Basic Plan: Allows you to apply for up to 5 products.
- Level Plus: Permits registration of 10 ASINs (Amazon Standard Identification Numbers).
- Premium: Extends your capacity to include 20 products simultaneously.
Note: This program is exclusively available to Brand Registered Sellers.
It’s important to emphasize that the Vine Program carries zero risk as it is entirely managed and controlled by Amazon. You have no way of knowing which customers received freebies from you, making it impossible to influence their reviews or feedback.
Tactic #4: Sellerice Extension
Amazon has introduced a convenient new feature that enables you to request reviews with a simple click of a button called “Request review” within the order details. However, manually going through each order can be quite time-consuming. This is where the Sellerice Extension comes into play.
Note: It’s essential to be aware that there’s a high probability the extension may stop working in the near future due to Amazon’s rapid changes within its algorithms.
It’s crucial to note that using bulk operations or large-scale automation tools, like this extension, can carry some risk. Amazon generally frowns upon such practices, similar to its stance on autoresponders. Remember to tread carefully in order to maintain compliance with Amazon’s policies.
Tactic #5: Craigslist
Instead of running messenger ads on Facebook and offering freebies for testing, consider exploring Craigslist. On Craigslist, you can create a post in the “Free” section where you offer your product for free. Share all the necessary details and instructions via private messages.
It’s important to note that this approach carries a minimum level of risk.
Tactic #5: Nextdoor Social Network
Another viable platform for making posts offering freebies and bonus gift cards in exchange for deals is Nextdoor, a social network for neighbors in the USA. After signing up and joining your local neighborhood group, you can begin making these enticing offers. Often, people on Nextdoor may not be as familiar with Facebook giveaways, making them more receptive to discounts and deals.
It’s worth noting that this approach carries a minimum level of risk.
Tactic #6: Instagram Influencers
Many companies concentrate on influencer marketing as a means to increase brand visibility. However, this strategy can also be employed to promote special promotional deals from your company. Rather than creating advertisements for your brand or products, influencers can redirect their audience to a Google form containing the details of your deal, allowing you to take it from there.
Please be aware that this tactic carries a medium level of risk.
Tactic #7: Facebook Groups Related to Your Niche
Suppose your product falls within a specific niche, such as yoga. In that case, it’s beneficial to explore Facebook groups dedicated to that niche. Within these groups, you can make announcements offering free products for testing.
Note: This tactic carries a minimum level of risk as tracking such activities can be challenging.
BONUS TIP: How to Obtain Reviews from Recipients of Freebies
Here’s a clever strategy we’ve recently developed: Send a private message to those who received freebies but haven’t responded to your initial messages. Express your interest in their preferences for upcoming promotions. Provide two product links that lead to your offerings, and the third link, discreetly, leads to a quick 5-star rating for your product.
To implement this, you’ll need a special link:
https://www.amazon.com/review/review-your-purchases/?asin=[ASIN]:5&fbclid=IwAR31dM_nTzAKKhLMLqokFhvynyOWMgsKrtltmD4PEw7qmRoh1XWhSUt9aQ0
This approach can help you obtain reviews from individuals who might otherwise ignore your messages.
FINAL THOUGHTS
The seven tactics outlined here come with varying levels of risk. The Early Review Program and Vine Program are among the easiest and safest options.
- The Sellerice Extension can save you time while adhering to Amazon’s policies for requesting reviews.
- Craigslist and Nextdoor platforms, being less utilized by Amazon sellers, offer relatively low visibility and are less likely to be tracked by Amazon.
- Leveraging Facebook Groups and collaborating with Instagram bloggers can help you connect with audiences genuinely interested in your freebies.
- Lastly, the “rate submitted links” strategy provides a quick and efficient way to garner 5-star ratings from customers who may have previously ignored your requests.
- It’s important to note that product ratings can be shared across variations by Parent Criteria, such as “Size.”
If you have any questions or need further clarification, please don’t hesitate to ask.
