“You never get a second chance to make a first impression.” This saying is especially true for eCommerce sellers. Earning and keeping buyer trust is essential when you sell products online. It’s even more important when your platform of choice is the Amazon marketplace because you also need to maintain Amazon’s trust in you as a seller.
It’s no secret that Amazon takes pride in delivering an exceptional customer experience. As a third-party seller, your Amazon reputation is key to your relationship with prospective buyers as well as with Amazon itself.
Let’s explore why your seller reputation matters so much, and exactly what you can do to build and protect that reputation in the coming months.
Your Public Reputation
Seller feedback, customer reviews, product listings, social media, and any external websites, as well as listings on other marketplaces, are all pieces of your overall seller reputation. As you build your brand on and off Amazon, it’s important to think about what prospective buyers see when they search for your products. Are you monitoring your social media pages and participating in conversations? Do you respond to customer reviews in a timely manner? What are you doing to earn buyer trust? If you’re selling in an ultra-competitive niche, what makes your product offerings stand out from the rest?
When it comes to selling on the Amazon marketplace, your external reputation matters a lot. Amazon wants third-party sellers who can deliver the type of customer experience that consumers have come to expect from one of the world’s largest companies. From delivery speed to customer reviews, every part of the overall buyer experience is reflective of your brand as well as Amazon’s.
1. Know Your Reputation Metrics
Seller feedback and customer reviews come into play again behind the scenes as a byproduct of your performance as an Amazon seller. While both can impact customer trust and potentially even your conversion rate, they are also essential to your internal Amazon reputation. Learning how to monitor these metrics and take proactive steps to improve them can help you meet eligibility requirements for special Amazon programs like Subscribe and Save and Seller-Fulfilled Prime. Amazon looks to these customer satisfaction metrics as well as your contact response time to determine whether or not you are providing a positive experience for buyers.
2. Monitor Your Seller Reputation
Create a reputation management process for your Amazon business. Consider designating a team member to respond to customer service inquiries in a timely manner and to regularly monitor your customer reviews. You can comment on your reviews to thank buyers for taking the time to leave a rating or to respond to a concern raised that others may have, such as a product quality issue that you are working to resolve. (Be sure to always follow Amazon’s Community Guidelines when commenting on a review.) You’ll also want to be sure to watch your social media accounts and email for any customer communication that requires a response.
Monitoring your Amazon ratings as well as other forums will help you and your team present a cohesive brand to prospective buyers. It also increases buyer trust, because when customers see that your company responds to valid inquiries, they know that they can contact you if they have a question or concern.
3. Build Your Reputation
The best way to keep your seller reputation healthy is to regularly request seller feedback and customer reviews. Never offer any incentive, discount, or other compensation in exchange for a review on the Amazon marketplace. Be sure to familiarize yourself and your team with Amazon’s guidelines for communicating with buyers. Things change rapidly in the eCommerce space, so it’s important to make sure that you are following the rules.
The eComEngine team is dedicated to helping sellers succeed in the Amazon marketplace. Our FeedbackFive tool was designed to make it simple to send customized seller feedback and product review requests through the Buyer-Seller Messaging service.
Becky Trowbridge is the Managing Content Editor at eComEngine, where she regularly writes about eCommerce trends. When she’s not writing or managing content, she enjoys spending time outdoors and trying new recipes.