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Presumably, many sellers have heard about the revision of Amazon's homepage comment mechanism recently. Recently , many sellers found that their moderate and bad comments were on the homepage , and the usual good comments on the homepage basically fell behind .

The most direct impact of this phenomenon is the worsening conversion rate . Not only does the advertising weight lose, but the sales are also directly fractured .

In this regard , sellers who encountered the same situation also said : one of their old links ranked first on the homepage with a picture of the praise fell out, while the other three or four stars of no likes went to the homepage . Not only that , but I tried to give the praises a thumbs up , and the praises still did not return to their original positions.

In this regard , Jiyu found that Amazon has not clearly issued a policy to change the homepage comment display mechanism recently . Therefore , Timely Language investigated the homepage reviews of Amazon 's Top 30+ products ( the link time is more than 1 year, and the number of reviews is 300+) , and found that the homepage review display has indeed changed compared with the past .

Not only does it clearly display the comments with earlier dates on the homepage , but also the homepage comments have the following rules :

1. Recent evaluation is preferred ;

2. Evaluation with long content is preferred (pictures and videos are not necessary) ;

3. The evaluation of the buyer's account with a long time is preferred ;

4. Vine and top are not on top ;

5. 1 star and 2 stars are not on the top ;

6. Comments with high likes are only ranked in the top of the same month's evaluation ;

7. Take the product's recent review scores as the leading factor to synthesize the total score of the product ;

8. At present, only the review mechanism of the US site has undergone the above changes, and other sites are not completely the same. The international reviews are still sorted by the number of helpful .

Based on the above changes in review weights, it can be foreseen that it will become more and more difficult for human intervention to score in the future .

For sellers whose product quality is not so stable , when the product quality does not meet the standard, the seller is likely to receive negative reviews, and the time is up to date, and the negative reviews may be directly pinned to the homepage. Similarly, if the seller's product quality is excellent and the service is in place, then once there is an endless stream of positive reviews, it will soon cover the previous negative reviews.

Therefore , in the face of changes in the homepage comment mechanism , how should sellers respond ?

It is foreseeable that when it becomes more and more difficult for sellers to intervene in reviews, the following trend will occur : In the past, more marketing, now it becomes a product. At this stage, everyone pays attention to marketing promotion and channel construction. In the future, the competition will be product experience and brand tonality.

This reminds the vast number of Amazon sellers that the quality of products in the future must remain stable. Once a certain batch of products has problems, it will inevitably lead to the situation of negative reviews on the top, which will directly affect the sales conversion rate.

In addition, this is also a test for the seller's after-sales processing ability, and customer service should also be paid attention to.

If you encounter a bad review , the seller should deal with the after-sales immediately . Generally, there are 3 ways to deal with the bad review : delete, downgrade, and no bad review on the home page.

However, it is foreseeable that Amazon's rules will become more and more strict , and it will be more and more difficult to eliminate negative reviews through human intervention . Therefore , how should we sellers improve negative reviews ?

As we all know, it takes some time for the negative reviews to be eliminated or not displayed on the homepage . Therefore, after the negative reviews are dealt with to a certain extent , the seller can communicate with buyers who are interested in purchasing through the timely cross-border intelligent customer service, so that the first For a while , potential buyers who see this bad review know that this problem is rare and can be solved .

At the same time , through timely cross-border intelligent customer service , sellers can also manage through omni-channel centralized management , further enhance omni-channel brand services, and build product awareness , such as email marketing , Facebook marketing, etc.