Amazon is testing a new review mechanism! The number of reviews may increase significantly!

Some time ago, we talked about the changes in the way reviews are displayed on the front page, and analyzed that Amazon may make strategic changes to the entire review system in the future. (Click here for details)

To summarize the last analysis, although the impact of this change is small, it expresses that Amazon’s attitude towards the Review system is “light on quantity, heavy on quality” , weakening the status of the number of Reviews on the detail page and highlighting the display of the average star rating.

Just recently, Amazon was revealed to have made changes to its review system. This time, it was about the way buyers leave reviews, which paved the way for the overall strategic updates later.

Amazon is testing a new way to leave reviews

In short, this change simplifies the way buyers leave reviews. Previously, they had to fill in the title, star rating, review content, etc. to successfully leave a review, but the new function allows consumers to directly select the star rating to leave a review. The tentative name of this function reflects its simplicity - OneTap

▲ Ratings without review titles and content can be successfully submitted directly

There is no need to add any title or text content. You can leave a review after selecting a star rating. This can greatly reduce the steps required to leave a review. I believe every consumer will welcome this feature as they can leave a review with just a few clicks.

Amazon is now testing this feature on a large scale among consumers around the world. Consumers can leave reviews directly in their orders or product pages with one click.

Although there is a distinction between direct reviews and VP reviews in the one-click review system, only VP reviews will affect the average star rating.

▲Compared to the one-click review, the normal review method requires too much information to be filled in.

Consumers can choose to leave a normal review, or they can leave a star rating with one click, and then add a title or pictures and text when they have time. As this feature has not been officially announced yet, it is not known whether there is a time limit.

This function is actually very similar to Taobao’s current way of leaving reviews. This is not the first time that Amazon has wanted to learn from its successors. What impact will this change have on us third-party sellers?

Impact on third-party sellers

Now that leaving reviews has become so easy, more buyers will inevitably choose to leave their own ratings for the products.

With the dilution of a large number of real ratings , the advantages brought to the product by false ratings will be greatly weakened, and the average score of the product will be closer to the actual situation.

And the one-click review function also verifies our speculation in the previous issue that the focus of Amazon's future reform of the Review system will be the average product score.

Changing the focus of review display from quantity to average score can effectively reduce the gap between new and old sellers caused by the number of reviews, further implement its own Day One principle, and allow new sellers with good products to have the opportunity to challenge the former. This will also bring new products to consumers more promptly and increase the vitality of the entire platform.

However, this is still a strategic change to the entire Review system, which means that many existing Amazon policies and sellers’ own operating routines will have to be adjusted because of this change . There is a lot of content involved, and I don’t think it will be completed in a short time.

However, the direction revealed by Amazon still has important guiding significance for our sellers in formulating future operational strategies. For example, the importance of products will be further enhanced, and it is difficult for a product with problems itself to reverse the situation through operations and fake order evaluation.

And because the number of reviews is no longer important, the low-weighted and large-volume fake order-brushing method will be the first victim in the future. Evaluation also needs a safer, high-weighted and refined routine. I have collected an in-depth analysis of the safety evaluation problem for everyone. Please scan the code to find me to get it~

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