Sellercast: How to Get More Reviews on your Amazon Listings


On April 23rd, 2019 our own Andrew Maff, Director of Marketing, sat down with our own Gina Milazzo, Head of Accounts, to talk about the white hat, grey hat, and even some black hat ways to gain more reviews on your Amazon listings.



Andrew Maff:  Episode number 24 of The Seller's Cast. My name is Andrew Maffettone.

Gina Milazzo:  I'm Gina Milazzo.

Andrew Maff:  And today, we're finally doing it. We're talking about how to get more reviews on your Amazon listing.

Gina Milazzo:  You wore us down.

Andrew Maff:  Oh, fine, we'll talk about it. So, all right.

Gina Milazzo:  My Venmo's Gina_Milazzo, $10 a review, always five stars.

Andrew Maff:  So, here's the deal with Amazon reviews. And so, by the way, we had Prosper last month, which was great.

Gina Milazzo:  So great.

Andrew Maff:  It was obviously just like every other year we've attended, literally like, "How do I get more reviews?" So, every year it gets harder and harder and this year was one of my favorites because we really just got to say like, "You don't."

Gina Milazzo:  Sorry.

Andrew Maff: 
So, deal with it. So here's what we're going do. We're gonna do white hat, gray hat, black hat. So we're gonna show you all the ways, but it's up to you on whether you do it. So we'll end with white hat, because there's really only one way.

Gina Milazzo:  Beautiful.

Andrew Maff:  Let's do black hat.

Gina Milazzo:  Venmoing me.

Andrew Maff:  Let's start fun.

Gina Milazzo:  Beautiful.

Andrew Maff:  Alright. Venmo Gina. There's a review for you.

Gina Milazzo:  Beautiful. 2015 [crosstalk 00:01:18]

Andrew Maff:  That is a way that some people do it, where you literally contact whoever, or you put a box stuffer in there that's says just, "Email me and I will pay you back, as long as you review me or something like that."

Gina Milazzo:  Using influencers, social media influencers, technically not allowed, because you're paying them if you're compensating them for maybe an Instagram post or something like that.

Andrew Maff:  I'm going to put that as gray hat.

Gina Milazzo:  Oh you think?

Andrew Maff:  I think there's a little on the border.

Gina Milazzo:  I'm such a sweet angel. I don't like breaking rules like Andrew.

Andrew Maff:  Then there's the reviewer clubs. I don't know if anyone ever heard of these.

Gina Milazzo:  That's true.

Andrew Maff:  They're like Facebook groups or LinkedIn groups or I don't know, maybe like literal clubs where people hang out

Gina Milazzo:  Reddit groups.

Andrew Maff:  Reddit groups I think.

Gina Milazzo:  Downstairs billiards clubs. People don't play billiards

Andrew Maff:  Gentleman's clubs

Gina Milazzo:  Do they call-

Andrew Maff:  So-

Gina Milazzo:  Ew, Andrew. Gross

Andrew Maff:  That's another way to get a review. So then there are literally review clubs where people will say like hey I launched this new product can everyone please go review it and they all go do it. Now heres the thing with the black hat stuff, a lot of what Amazon has been able to do is they've been ale to put some algorithms into place where they can basically say like, okay if this person leaves a review its fake. They can kind of tell if its a justified review or not. Especially if you have three sales and 45 review, its gonna come up pretty obvious.

Gina Milazzo:  Seems fake.

Andrew Maff:  Weird.

Andrew Maff:  Discounts above a certain percent. I want to say it's 60%.

Gina Milazzo:  It gets-

Andrew Maff:  Or is it 70%?

Gina Milazzo:  Sourced, it's like a-

Andrew Maff:  It's up there.

Gina Milazzo:  It's like a red flag.

Andrew Maff:  If you're doing a review, if you're doing a coupon over 40%, your product looks cheap anyway. so I know we're not supposed to say, it looks cheap, its cheap.

Gina Milazzo:  It looks cheap.

Andrew Maff:  So just don't do that. so then there's obviously giving away a product.

Gina Milazzo:  Free stuff! Free stuff! Free stuff!

Andrew Maff:  Then there's friends and family. Like you literally can't just call a friend, "Go review me." It'll still get flagged.

Gina Milazzo:  Like, "Mom, [inaudible 00:03:15] I need a review Mom."

Andrew Maff:  So, actually this'll be fun, so as you guys are watching this, comment below, I'm sure there's some other really cool black hat stuff that we don't know about.

Gina Milazzo:  I feel like we're such squares.

Andrew Maff:  That's like, "Whoa, can't believe people do this."

Andrew Maff:  So we have a thing here where, obviously we're ... some of us are sellers ourselves but we don't do anything black or create, just because we don't wanna get sued for that.

Gina Milazzo:  I don't wanna get sued!

Andrew Maff:  You don't wanna risk your business getting suspended over reviews, it's not worth it. Build a community of people and launch a product like a normal person. But okay, let's do gray hat.

Andrew Maff:  So there's some gray hat stuff that's interesting. So messenger bots, I know everyone gets all tingly when you say, "Messenger bots." now, [crosstalk 00:03:57] like, "Ooh, that's new and sexy."

Gina Milazzo:  [crosstalk 00:03:59] They're like, "Ooh, slide into DMs."

Andrew Maff:  They're not that cool. So basically you can, if you take them from off Amazon, get them to purchase on Amazon, and can pretty ... there's ways that you can pixel to kind of guess if they've actually purchased or not, and if they have, you can then trigger a messenger bot to then say, "Hey, will you leave me a review for me?", or something like that. Of course its a very similar approach with email. So if you sent them to your website, they clock a button and then you pixel that button, you can go, "Ah, they might've purchased.", so you can trigger an email off of that pixel, so a week later you can be like, "Hey, I'm pretty sure you bought with us, will you leave us a review?" Technically kind of a gray area 'cause you're really not supposed to do it off Amazon.

Andrew Maff:  What else? Oh, the biggest one that I heard this year at Prosper, so this is 2019 hot button, rebates have been a new thing where technically you're not paying them, but it's like you're giving them money back.

Gina Milazzo:  Ooh, it's spicy.

Andrew Maff:  According to TOS, you can't compensate someone for leaving a review. A rebate is a weird way of saying like, "I didn't compensate them, they paid for the product, but then later I compensated them." It's kind of like a ... is it really cheating?

Andrew Maff:  But, so then there's, what else? There's another one. I feel like you know one of these, don't you?

Gina Milazzo:  What?

Andrew Maff:  Someone did one the other day and I was like, "Oh, you can't do that." What was it? We'll come back to it 'cause I'm drawn a blank right now.

Andrew Maff:  Alright so we'll skip ahead, if I remember it I'll comment and I'll tell you guys. I'll put it in the description, but white hat. Just really the only way you can do it now legally, that's completely allowed and said it's allowed are the automated emails that you can send after someone purchases. Obviously this is our moment to plug someone, today we're choosing Feedback Five, they were the only ones that weren't at Prosper, actually. All the other competitors were. We love Feedback Five, they've been awesome. They've been super easy to use, you trigger emails to go right after a purchase. You can set up plums too, obviously we won't go ... we should do that one day, how to set up automated emails after an email ... after an Amazon purchase to get a review, but that's really the only technical white hat way you can do it.

Andrew Maff:  Oh, gray hat, boom there it is. Box stuffer, saying like, "Go and leave a review." Technically you're not supposed to like ... you can drive them back to Amazon, but usually it's-

Gina Milazzo:  You can't be like ...

Andrew Maff:  Incentivize or anything that. So, anyway, white hat emails post-Amazon product purchase. We suggest using Feedback Five. Did I miss any?

Gina Milazzo:  The most boring way is by having a really good product that people really like, and leave reviews on because they like it.

Andrew Maff:  Boring. Why would you do that?

Gina Milazzo:  Lame, right? No fun. Why do that when you can go down your own clubs?

Andrew Maff:  So, and then with the auto emails after, there's certain ways to ... we're gonna have to do this [inaudible 00:07:00]. There's ways to manipulate requesting positive reviews, and saying, "Don't leave me one if you're a negative one, leave a nice one." But we'll get into that another time for another week. But, again, we're good. Thank you all for joining us this week. Make sure you subscribe, and then comment below. Let us know if you want us to talk about anything next week, or anything at all if you have questions, but we will be here. Thank you for joining us, have a good week.

amazon listing optimization ebook



Gain access to our exclusive list of top rated events for e-commerce sellers


Get E-Commerce News Right To Your FB Inbox!