Amazon Review has undergone another major change!

Some time ago, Amazon hid the number of product reviews on the front page and instead displayed the proportion of five-star reviews, so that a large number of sellers believed that the number of reviews was no longer important. Now Amazon has made multiple changes to Reviews again, which has overturned the sellers' previous arguments.

Amazon is taking action against Reviews again

When the order volume fluctuated like a roller coaster, some sellers found that Amazon had once again rectified the front page. When searching for the product "Ergonomic Chair", the results no longer showed the proportion of five-star reviews, but returned to the previous display of the rating, number of reviews, and the sales volume of the product in the past month.

However, on the APP side, sometimes the rating and number of comments are displayed, and sometimes the expanded rating and number of no comments are displayed, for example: 4 stars means 4 five-pointed stars. Some sellers also pointed out that "the category I am in directly displays the number of reviews over 1K, such as 1K/1.1K, but the number of reviews below 1K is still the same as before." Before publishing, the editor found that the situation of multiple categories on Amazon US was consistent with the above sellers.

The number of product reviews is no longer important? Not really. On the detail page, the position of reviews has been significantly moved forward. Some time ago, the five-point description was folded and replaced with "About this item". If you want to view the full content, you need to click the triangle option on the right. At that time, industry insiders once thought that Amazon did this to make room for advertising, but in fact, this position was given to user reviews.

Click on the product details page, and you can see that under "About this item", these user reviews are divided by Amazon according to product features, into four aspects: value for money, ease of assembly, comfort, and support, with different levels of star ratings and scores. Click the "See all reviews" option to go directly to the review page of all users.

For pet toys, the five-point descriptions are divided into four aspects: Value for money, For teething, Longevity, and Durability. Last week, the editor found that for some categories such as headphones, the five-point descriptions were not folded, and the reviews were still in the original star rating ratio, but on Monday they were all updated to the folded mode, which suggests that Amazon is still in the testing phase for this feature.

Amazon's adjustment to the page overturned the sellers' previous statement that "the number of reviews is not important", and instead raised the importance of reviews again, and its weight also increased accordingly. However, according to Amazon's habits, it is estimated that it will take some time to finalize. The current changes mainly have the following impacts↓

Shorten users' shopping time and increase sellers' sales. Amazon directly addresses users' concerns about product performance and quality, saving users time to browse reviews and speeding up their purchasing decisions. For sellers with high-quality products, it will increase sales and improve Amazon's "turnover rate."

Emphasis on user reviews, marketing-oriented sellers lose their advantage. In the past, marketing-oriented sellers would accumulate a large number of reviews through various means to increase sales. However, these reviews vary, and it takes a lot of time for consumers to see the points they care about. Amazon's purpose is obvious in dividing reviews, weakening the seller's own description of the product in the five-point description, and emphasizing the user's objective comments in the reviews.

Good for product sellers, giving opportunities to innovative and creative products. Amazon divides reviews and puts them at the top of the detail page, allowing consumers to place orders "accurately", and the advantages of sellers who are rooted in deepening product functions are highlighted. Users' high-scoring reviews of product performance, coupled with the sellers' own polishing of products, will undoubtedly increase the sellers' sales and rankings. The platform tilts reviews towards product functions, which, to a certain extent, still gives opportunities to innovative and creative new products, forcing sellers to pay attention to their products.

Currently, many of these features are in the testing phase and only appear on some sites and categories. Whether they will be truly applied in the future remains to be confirmed by Amazon. However, in addition to Reviews, Amazon has also been making improvements to a number of features.

Amazon has made a series of major changes. Sellers: Ad clicks are increasing, but orders are decreasing

As the peak season approaches, the orders of some sellers have been decreasing. Some sellers attribute part of the reason to the platform's major overhaul. Some sellers have found that some Amazon products (individual bags, shelves, etc.) have added some recommended signs , such as "Overall Pick", "New Arrival Pick", "Popular Brand Pick", etc. For example, "Popular Brand Pick" means that the product has a high evaluation, a suitable price, and can be shipped immediately.

In their view, sellers who obtain such badges will definitely surpass ordinary sellers in terms of sales, reputation, price and delivery time, and their order conversion rate will definitely be extremely high.

The position of video ads on the product details page has also been slightly adjusted . It is now called "Videos". In the specific product content, the product itself is placed at the front, and the related videos are placed behind. If sellers want to lock in more traffic, they can find Internet celebrities on the site and upload more videos.

In the “Similar brands on Amazon” column, all the ads have been converted into video ads. Compared with the previous ads that only displayed links, the overall conversion rate of such video ads is much higher. This is undoubtedly a big benefit for marketing sellers.

Amazon has put a lot of effort into advertising and marketing. On the right side of the detail page of some products, a new module called "Add an Accessory" has been added . There are three slots in total, which are mainly used to display other products that complement the product. If users are interested in the product, they can click on the detail page to view it, or they can directly add these products to the shopping cart.

However, the existence of this module has both advantages and disadvantages. The advantage is that after the seller's products are associated with products with high sales, users are more likely to notice the seller's products and are very likely to add them to the shopping cart, which can also bring more traffic and orders to the seller. The disadvantage is that the module products and the seller's products are not in the same store, which is equivalent to intercepting traffic.

Amazon's front-end keeps changing, and sellers are complaining. "The number of clicks has gone up, but my order volume has dropped significantly," one seller complained. The ads are extremely unstable, and the conversion rate is also unstable. The key is that the cost often exceeds the set budget, and in many cases it is nearly doubled.

Apart from the excessive spending, many sellers also have the same problem: the number of ad clicks and exposure has increased, but the conversion rate is too low. In the eyes of many sellers, the constant revision of the front page and the continuous increase of various ad spaces on the detail page are major factors affecting the conversion rate. They even call themselves "cannon fodder in Amazon's test."

What do you think about Amazon’s continuous front-end revisions?

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