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IO Scout - 10+ tools for Amazon sellers at a special price.
Ah, those opening product reviews. The bane of every Amazon seller’s life. But, with adherence to the rules, reviews can be your best friend.
With this in mind, these elusive reviews can be tricky to come by. Especially for brand new products that you may be launching.
Here’s where the Amazon Early Reviewer Program steps in. And IO Scout is here to explain all about it. Read on, readers.
The Amazon Early Reviewer Program is a method to gather product reviews which are genuine, based on new products launched on Amazon’s Marketplace. The idea behind this scheme is for Amazon branded merchants to receive product reviews earlier than they would usually be able to, leading to:
A great idea is the Amazon Early Reviewer Program, as the result is two-fold: Amazon Merchants receive more product interaction and interest, and Amazon shoppers are compensated for their genuine product reviews.
There are, as with any scheme, a few caveats to be aware of:
It’s fairly straightforward to register with Amazon Brand Registry Program. This Brand Registry ensures your business has a professional platform, and offers you many perks, such as advertising tools and marketing features.
When you submit an application for the Brand Registry, you’ll need to go ahead and give these details:
Bear in mind that Amazon only register those businesses which have a registered trademark. These trademarks must be issued by the WIPO (World Intellectual Property Organization) in these areas:
Usually, the Brand Registry procedure takes from 24hrs to a month. Which is quite a wide timeframe, but being on the Amazon Brand Registry is a necessity, so this step cannot be skipped if you want to become an Amazon Store Seller. You’ll receive a code which you can use for verification purposes.
When you have completed the aforementioned steps to get enrolled onto the Amazon Brand Registry scheme, you can view the Early Reviewer Program in your Amazon Seller Central dashboard.
In essence, the Amazon Early Reviewer Program exists to assist Amazon sellers in those early product days, and to reach more potential customers. It is very difficult indeed to get that very first product review, so this does offer this as a viable option.
In the process of gaining these crucial early reviews, you are also gaining customer trust, and it has been monitored time and time again that customer reviews are such a pivotal factor in driving customer engagement and sales, as consumers rely very heavily on like-minded consumers to offer their opinions on products.
And all this is a moot point if your product listings are not top-notch. You really do not want your prospective customers to all flock to your new product pages, only to have them let down as they didn’t find what they expected to find. Ensure your product titles, descriptions and features include your relevant, important, keywords, and then make sure that you satisfy that description, so you are giving your customers what they want.
Amazon’s focus is to match prospective buyers with the items that they are interested in purchasing, so make it super simple for Amazon to do this by matching up what you are selling with the product descriptions.
Ensure that your detailed product listings include:
A product listing which converts, and converts astoundingly well, looks like this:
By incorporating this invaluable content on your item pages on your Amazon Store, you will be compensated by Amazon, as the result of this will be buyers who are networking with your page, and experiencing lower bounce rates.
Once Amazon appreciates that your merchandise page description is correct, and reflective of the product, and the price is appropriate, conversions will happen.
Be forewarned, however, that enrolling in the Amazon Early Reviewer Program does not mean that your first reviews are going to come flooding in after a day! It can take a fair amount of time for them to be received, according to fellow Amazon merchants. In some cases, it can take two to three months to receive that initial product review from a customer.
Also, there is no guarantee that the very first product review you receive for your brand-new product is going to be a positive one! If its negative, then this is surely a bad start to the life of your new product.
Absolutely. Amazon Sellers can investigate an automated email campaign post product sale to encourage your customers to leave that all-important review. And this really does not take too long to set up, so its worthwhile following this method too, as well as investigating the Amazon Early Reviewer Program.
This email encouragement has another benefit: you can check any problems with the review before it is posted! Something which, if you use the Amazon Early Reviewer Program, is not something you have control over. Just bear in mind not to incentivize your consumers into leaving you a good review, as that is behaviour which is banned from Amazon.
At the end of the day, if your product ticks all the boxes in terms of a wonderful product, a product listing which is completely optimized, great product images, and you are a responsive and polite Amazon Sellers, chance are you will get those elusive initial reviews from your shoppers.
Wishing you the very best of luck with your Amazon business, and sourcing those new reviews on your brand-new product lines!