Amazon product reviews… the lifeline that boosts sales into success celebrations or kicks listings all the way back into the bane of page 20. When sellers launch a product, reviews shorten the lag time between unknown and popular. Product reviews influence conversion rates so strongly that they are a sellers’ powerful tool of transformation from zero to quit-my-day-job income.
There are basic pro-active steps sellers take to make sustainable success possible:
A high-quality product that earns rave product reviews;
An outstanding product detail page that leaves no buyer doubts; and,
Customer service fit for royalty.
Knowing these elements are in your hands makes you an empowered seller. On the premise that you have mastered the above three, let’s move forward.
The Achilles heel of every seller is negative reviews and in a previous article about how to deal with them, I focussed on how to learn, grow and benefit from all types of reviews, even the negative ones. Amazon will not remove negative product reviews just because it makes you unhappy. But what if you have some negative product reviews that don’t seem like fair play? It’s time to investigate if a bad product review is TOS compliant and actually warrants their presence.
Knowing The Difference Makes A Difference
It may seem like a tedious task, however, you could discover an Amazon-approved reason for requesting product review removal in these two areas: Customer Feedback ratings (aka Seller Feedback) versus Product Reviews.
Some buyers write Customer Feedback content as a bad Product Review and visa versa. That is actually grounds for removal submission in both cases.
Acceptable Customer Feedback
Customer Feedback covers the issues of delivery, packaging, the condition of the product or container (opened, leaked, cracked, broken, etc.) and customer service (rating their experience with the merchant). These ratings directly impact your overall account health.
FBA sellers can get negative customer feedback comments about low ratings for delayed, damaged goods or return issues removed since Amazon handles all of this on your behalf.
Whether you are an FBA or FBM Seller, if a low customer feedback rating is only about the product; you have an absolutely valid reason to request removal since that content doesn’t belong there.
Check out this real-time example:
product review
I contacted Seller Central Support to notify them of the above issue on behalf of a fellow seller.
seller support
Because these were product reviews written as Customer Feedback, that was an Amazon acceptable reason to request removal. Amazon responded at 7:55 a.m. (yes, that’s 3 minutes later):
07:55 AM
Greetings from Amazon Seller Support,
Thank you for contacting us. I am happy to help you with the issue related to removal of the feedback.
I have checked all the details and found that the feedback is related to a product review that was provided by the buyer and it had nothing to do with your performance or your services. As per your request,I have removed the buyer’s feedback.
And voilà! By the way, this seller had a “Fair” Account Health rating. After two low ratings were removed; it returned to a 5-star “Good” status once again.
Moving On To Product Reviews
As a general rule of thumb, Amazon doesn’t make a habit of removing product reviews. However, reviews containing Customer Feedback details and nothing about the product itself are possible removal candidates. Amazon lists these criteria as well:
Inappropriate Content
Hate Speech & Offensive Content
One-word-reviews
Promotion of Illegal Conduct
Promotional Reviews
Amazon would also consider removing at least one review when “a buyer, unhappy with their purchase, posts multiple negative reviews for the same product.” Some people do this through multiple accounts. Why they would go out of their way to post more than once, is beyond me.
Grounds for Product Review Removal
Here is an example of a product review worthy of removal consideration… notice how this person just wanted to rant. If anything, this falls into the Customer Feedback ratings, and as you can see, the review has nothing to do with the product itself.
Remove product review
Take a look at this one. In this case, no one can tell if the reviewer even took the product out of the box it came in.
1 star review
Customer Opinions
Product reviews are opinions. And Amazon likes every customer to have one. To be clear, just because a review is negative but it’s about the customer’s experience with the product – Amazon won’t even consider removing it. That type of review is legit.
Assuming you have an Amazon approved reason, no one knows if Amazon will actually accept it nor how long it could take for them to respond. I understand that Seller Central transfers such cases: “The team that owns this feature is outside of Seller Support and does not use the case system. So your case will appear closed in Seller Central… results of investigations are not shared.”
Remember, the only guaranteed outcome is that nothing will happen if you don’t try.
The How-Tos
There are two ways to go about submitting non-compliant negative product review removal requests: Report abuse and/or contact Seller Support. I will include both ways. I don’t believe this is an either/or option, so I recommend using both.
Report Abuse
Next to the “Was this review helpful to you? Yes – No, click on “Report abuse”.
report abuse
This window will show up:
Inappropiate product review
Write clear, authorized reason(s) why the content is inappropriate (just stick to Amazon’s guidelines). Then submit by clicking on the orange Report as inappropriate button.
Contact Seller Support
This option allows for much more information to build your removal case.
Before you go wild reporting every 1-star review, remember that Amazon may, or may not delete the ones with real content violations so don’t waste everyone’s time trying to get legitimate negative ones removed.
Amazon
Can Negative Product Reviews Be Changed?
For some sellers, 3-stars or less is a source of frustration. Others recognize that multiple 2 or 3-star valid testimonials are perceived as more authentic feedback. Consumers find a mixture helpful. That’s why they read both.
Consider that having a few negative reviews isn’t going to be your demise. Let’s say that you have compliant negative product reviews that Amazon would easily refuse to remove; you could try reaching out to the customer. Just do so wisely. At no point can you ever state or imply that if a customer improves their product review, you will give them a gift, discount on their next order, refund or anything other than a genuine “Thank you.”
Sometimes a reviewer simply doesn’t understand how to properly use a product (even with included carefully crafted instructions). Generally, prospective buyers discern that it’s a limitation of the reviewer versus the product itself. As the seller, taking time to respond in a professional, friendly (non-defensive) way on the detail page for everyone to see, counterbalances those negative reviews and builds confidence in your name/brand. In many cases, answering questions leads to a customer changing their review of their own inspired volition.
While it may be tempting to take your customer interaction offline: Don’t. It works in your favour to keep Amazon in the proverbial loop. When Amazon sees that a seller is responding to product issues, they smile upon it. Prevent getting busted for misunderstood resolutions attempted off of Amazon’s platform. Even the best intentions may come back with haunting repercussions if a buyer ends up writing about how you contacted them by phone or directly via a personal email, then offered x, y, z to get their negative feedback removed. If reading that makes your palms sweat because the thought had crossed your mind; take it as a think twice sign.
Instead, take confident steps via Amazon and remember to leave a trail so that they know your efforts are genuine.
Reducing Recovery Time
One way to make up for drops in conversion rates resulting from multiple compliant negative reviews is to actually acquire more reviews. This is easily accomplished by running promotions or sponsored product ads or review campaigns.
Proactively Prevent Negative Reviews on Amazon
Want to increase your Amazon seller feedback score? For a limited period, register your interest in FeedbackExpress below to receive a 30-day free trial which includes 10,000 free messages! What have you got to lose?!
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Why do I need to worry about negative reviews?
Bad reviews directly affect your business’ bottom line by driving away customers. According to a ReviewTrackers survey, 94 percent of consumers report that an online review persuaded them to avoid a particular business. This number is worrisome because a company’s online profile is now one of the main ways that people learn about it. In 2017, 93 percent of consumers checked online reviews when deciding whether or not to do business with a local firm.
Online reviews also carry a lot of weight with consumers. Research from BrightLocal reveals that 85 percent of people value reviewers’ opinions as much as they would a friend or family member’s personal recommendation. Moreover, 40 percent of individuals would avoid a business because of a negative review.
Besides turning away potential customers, bad online reviews can hurt your company’s SEO. In a recent survey conducted by Moz, online reviews accounted for up to up 10 percent of local search engine ranking decisions. Thus, having a number of poor reviews can cause your company’s website to appear farther down the page in a Google search.
What are my options for dealing with bad reviews?
Before you can begin to address your negative reviews, you’ll need to identify which ones are the most problematic. To accomplish this, you can do a number of Google searches for your company name and see what negative content comes up. When deciding which reviews to tackle first, you’ll want to take into account how high they rank in your search results. The higher on the page they appear, the more likely it is that a potential customer will read them. You should also look up your company on the most popular online business review sites, such as Angie’s List, Insider Pages, and Google My Business.
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Read all of your reviews carefully, searching for common complaints that you need to address or issues that you’ve already fixed. Is a single unhappy customer responsible for posting most of the negative comments? Are any of the reviews obviously fake?
Once you’ve identified which negative reviews to target, you can decide how you want to manage them. You have several options: You can fix your business to solve the problem and avoid getting any more bad reviews, you can try to get the site to delete them, you can respond to them in hopes of resolving the reviewer’s complaint and getting them to revise their review, or you can publish so many positive reviews that you essentially drown out the negative voices. The best results, though, usually come from combining all four strategies.
how to handle negative reviews
1. Repair your business
The first step is to see what you can do to address those common complaints. While you should only give so much weight to rude and abusive reviews, if the same problem keeps coming up, it’s likely affecting far more customers than just those willing to complain on the Internet. Find and address those problems before you do anything else; listening to your critics and acting accordingly is your most effective tool for preventing bad reviews on the Internet.
2. Erase negative reviews
It seems like such a simple solution: Just ask the website to delete the review! Sadly, eliminating bad reviews is never this easy. The problem is that, according to Section 230 of the Communications Decency Act, websites aren’t liable for what their users post.
Whatever you do, don’t hire anybody who promises to remove content from review sites for you. Companies that promise to do this are most likely trying to scam you. Most people find that after they pay for bad reviews to disappear, the content keeps coming back, which means they end up having to repeatedly pay to keep it at bay.
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Review sites generally have a set of very strict guidelines (usually listed in their Terms of Service) for removing content. Often, the review has to be personally threatening or profane for a site to agree to remove it. Likewise, if you can demonstrate that the individual who wrote the content is actually a business competitor, someone you are battling in a lawsuit, or a fake reviewer, then the site will probably delete the content.
Remember, though, that the process for deciding to remove negative reviews is entirely subjective, and the final decision rests with the website. Therefore, there is no guarantee that the website in question will agree with you about the inappropriateness of the content. Reviews that sound calm and reasonable are extremely difficult to remove, regardless of how wildly inaccurate they may be.
You will have to adjust your tactics, as well as your expectations, for each site you are trying to remove content from. The following are some strategies for a handful of specific popular review sites:
Angie’s List
Angie’s List won’t remove any review unless it meets the following three conditions:
The member who posted it asks to have it removed.
The issue the review describes is resolved as part of a Complaint Resolution.
Angie’s List verifies that the review was fraudulently posted.
Thus, your best bet is to contact the unhappy reviewer and work with him or her to resolve the issue.
A surprising number of Angie’s List users will voluntarily remove their negative reviews if a business owner goes out of his or her way to correct the problem that led to the bad review. In fact, this is the number-one way to remove bad online reviews from Angie’s List. Additionally, making the reviewer happy might win you back a customer who otherwise would have been lost for good.
Insider Pages
To remove a bad review on your company’s Insider Pages site, you’ll need to make sure that you’ve claimed the listing. If you haven’t yet created an account, you’ll need to do that first and then search the site for your company name. When you arrive at your company’s page, just click the “Claim Business” link.
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Once you’ve verified your account information, you can report a bad review as “abuse.” Simply go to the review in question and click the “Report Abuse” button. Insider Pages employees will then look at the content to see if it violates the company’s Terms of Service. If it does, then Insider Pages will delete the review. If not, then the review will remain. There is little you can do to dispute the site’s decision. This is why it’s vital that you look into other ways to address the negative review.
Insider Pages offers business owners a way to respond to reviews, and doing so is a great way to not only resolve the disgruntled customer’s issue, but also show potential customers that you are a professional who cares about your customers’ satisfaction. To post a response, just click “View/Update Business Profile” and then click “Respond to Reviews” at the bottom of the page. When you are done with your response, click “Update Response.” Bear in mind though that the site doesn’t let you respond to reviews from Citysearch users.
Google My Business
Google My Business reviews are notoriously difficult to remove. However, the site does offer a way to flag reviews to bring them to the attention of Google employees. If the review violates the site’s policies regarding Prohibited and Restricted Content, then Google will delete it. Simply select “Reviews” from the My Google Business menu, find the review you want to flag, and click the three vertical dots menu. Finally, click “Flag as inappropriate.” This last item will be “Flag review” if you are using the mobile app.
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Regardless of whether you end up flagging a bad review, the best approach for dealing with negative Google My Business reviews is to quickly and calmly respond to them. To do so, you must first verify that the business is yours.
3. Respond to negative reviews
Your next tool is to simply respond to reviews. Especially for sites that refuse to delete bad online reviews, replying to a review can be a powerful tool because it turns a one-sided view of your business into one where a potential customer can see both sides of the problem.
When it comes to replying, there’s a set of rules you need to stick to for the best effect:
Use common courtesy. Being polite forces the critic to also be polite; especially if there’s a rude review, it will force a contrast between the raging critic and the polite business owner.
If you are at fault, apologize and see what you can do to resolve the situation. Often, demonstrating that you’ve heard their complaints and that you care can do a lot to excise a bad review.
If there’s another side to the story, lay it out clearly and concisely without blaming the critic. Making the critic aware of information he or she may not know (or pointing out information they’ve purposely left out) helps mitigate a bad review.
Never make legal threats or “out” the critic under their real name; doing so can get your response removed, and legal threats are empty anyway.
Take control of your business’s online reputation.
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4. Bury negative reviews
Another highly effective tactic for dealing with negative reviews is to simply force a contrast between a handful of bad reviews and a flood of good ones. Encourage your customers to review you on websites by including links on your website, in your social media presence, and in your email signatures. Post signs asking those with a positive experience to review you online and those with a bad one to come see you personally to talk about it. The flood of positive reviews will often be a powerful counter to even the most vitriolic critic.
In addition to generating positive reviews, it’s a good idea to create other content that will rank higher than your negative reviews in a Google search results page. This content can include social media posts, articles, or listings on business websites.
How do I keep negative reviews from affecting my business again?
Don’t assume that you can ignore your company’s online reputation after you have successfully addressed your bad reviews. You will need to continually monitor your search results to stay on top of any negative content.
If you need help dealing with negative reviews, contact ReputationDefender for a free consultation. We’ll help you build up a positive presence online to counteract even the worst review. In the end, you should be the one in charge of defining your company’s reputation, not strangers on the Internet.
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