The majority of the customers fail to leave feedback for a seller on the Amazon marketplace. It's a well-known fact. As a merchant, it is obviously a big dilemma as your reputation, credibility and success all depend on every positive feedback rating that pours in. However, that doesn't necessarily mean that you can't do anything about it. There are tons of measures you can take to improve your low feedback percentage and increase the chances of garnering Amazon feedback. With that being said, even in the ideal situation, you won't be able to get ratings/reviews from more than 5% of your customers.
Why may you ask?
Well, this article will outline the top four reasons why most customers don't bother to leave Amazon feedback.
1) People Believe They Are Buying from Amazon
The primary difference between Amazon and other renowned eCommerce hubs (like eBay) is that most people regard the former as a mega-seller of a diverse range products, rather than as an online shopping portal that facilitates the actual interaction of global buyers and sellers. This happens because of the manner in which people land up on Amazon. They start with a quick product search on the search engine, after which they choose to visit the website of Amazon containing the relevant product. If they conduct the search by keyword or brand name on Amazon itself, they are directed to a page displaying a couple of relevant listings.
On the other hand, other eCommerce sites display dozens of similar listings from competing merchants, while Amazon,com just channelizes the buyer into one single ASIN-specific page. Then, with just a few clicks, the buyers can add several items to their carts. For any particular order, some items could be either merchant-fulfilled or fulfilled by Amazon. Hence, the entire shopping experience comes across as Amazon-centric to the buyer and they regard it as just another purchase from Amazon.com as if the latter was an actual brand or seller.
To underscore its brand value even further, Amazon sends out order and shipment email confirmations as well. Even if the order has been fulfilled by a third-party merchant, every email that the buyer receives is tagged with the Amazon logo. Customers can log into their dashboards and track the delivery status as well as estimated arrival dates.
All these is well-known to every seasoned seller. Apart from being the truth of selling through the Amazon marketplace, it is also the primary reason as to why customers fail to leave feedback for a seller. As a merchant, your challenge lies in getting your business noticed by your customers while complying with Amazon's guidelines at the same time.
2) Customers Have No Time
Your customers, just like you are busy, and most of them don't even browse your Amazon storefront soon after the product delivery for any reason whatsoever. Amazon customers get to experience world-class shopping comforts, including a great price, unmatched product quality, cutting-edge technology and hassle-free product delivery, all at the convenience of their couch. The availability of an exhaustive spectrum of facilities is like a double-edged sword. While it is obviously beneficial to the customers, it does create issues for third-party merchants. This is because of customers, in their mind, believe that Amazon will always exist. They forget that they are dealing with individual sellers online and that Amazon is just an online shopping platform which simply hosts the buyer-seller interaction. Coupled to that is the fact that online shopping is mostly sought after by people who are hard-pressed for time. Most people today have no time to think about actually visiting your storefront and leaving a feedback, once the delivery is done and the product is found to be in order.
3) Customers Have High Expectations
Over the years, Amazon has attained the status quo of the world's most credible and efficient eCommerce supply chain, one that is regularly visited by millions of people spanning the globe. The popularity of the FBA program is a testimony to this fact. Anyone who has ordered hundreds of things on Amazon.com would agree that it's extremely rare that anything goes wrong. In fact, it is common to receive delivery a day ahead of the estimated date. Moreover, Amazon has forever maintained high standards of service and they even mete out shipping facility within a span of two days. Considering the consistency of high standards set by Amazon over the years, customers have now got used to having their expectations met every single time. Thus, even the regular outstanding service is not enough to exceed their expectations. Hence, receiving an authentic product in or ahead of time is nothing new to the customer. Since they are not particularly impressed, they do not think about leaving a few words of praise as a feedback for the seller.
4) People Aren't Giving Much Thought About Your Business
Just like your business occupies your mind, in the same way, your customers too are thinking about their own priorities. The footballer is prepping up for his next game. The IT professional is sweating out at the desk for a promotion. The doctor is busy diagnosing their patients in the hope of healing them. In short, everyone is so caught up with their life all the time that they practically have no time for leaving feedback ratings. As they say, it's not about how busy you are, but rather about your priorities. Thus, it's up to you, as a merchant, to make sure that you make your business one of their priorities. You can do so by soliciting feedback at exactly the right moment. Unfortunately, if you undertake this task manually, you run a huge risk of reducing your chance of engagement, as most customers will discard your request as a desperate and annoying tactic.
However, if you use a proper Amazon feedback management tool like SageMailer, you will be able to determine time-based rules and simplify the entire process. SageMailer allows you to solicit at specific time points of a day or according to the completion of a precise number of days after delivery. Additionally, you can organize tailor-made solicitation campaigns for particular SKUs. This kind of a strategy improves your low feedback percentage by getting your customers to think about your services and consequently, interest them in leaving a feedback.
Motivate More Customers to Leave Amazon Feedback
If you are desperate to improve Amazon rating on and wish to dilute the impact of negative feedback ratings, it's time you do something that you have never tried before - like signing up for a free SageMailer trial today! All you have to do is structure your campaign, the rest is on us. Just sit back and watch us as we restore your customers' loyalty and your reputation like never before!
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