Guest blog written by Danny Carlson of Kenji ROI
The kiss of death for any Amazon listing… negative reviews. Even 1 fresh negative review can leave a noticeable scar on the sales of a product selling on Amazon.
And burying 1 negative review takes exponentially more positive ones.
Like most things in life, prevention is the most effective strategy.
What can Amazon Sellers do to prevent negative reviews from happening in the first place?
In this article, we’re going to reveal 3 proven strategies for writing Amazon listings that minimize negative reviews.
Strategy 1: Strategic Information Optimization
This strategy is so often under looked and has advantages reaching far beyond just Amazon negative reviews. It’s a concept easy to understand, but difficult to execute so if you understand the intricacies you’re at a massive advantage.
Benefits of Strategic Information Optimization
- More shoppers will click on your listing on search results instead of competitors
- Less potential customers will click OFF your listing onto a competitor’s
- You will get fewer negative reviews due to shoppers thinking your product was something different
Shoppers on Amazon Have Short Attention Spans
This means that the writing of your listings has to cut straight to the point. Amazon is a comparison shopping platform.
Nearly every page on Amazon has other products on it, including your main product detail page. If the information shoppers need to make a buying decision is not viewable and consumable with a split second scan, the shopper’s eye can easily wander to another product… clicking away & never to come back.
So how do we keep Amazon shoppers from clicking away? Strategic Information Optimization!
- Place most important describing info within the first 60 characters of the title. Shoppers are typically looking for a specific type of product. If it’s headphones, maybe they want Bluetooth noise canceling ones.
Keeping this info within the first 60 chars of the title makes it way more likely people will see it (even on the mobile app with shorter titles) which does 2 things:
1. Makes it more likely to click your product because they can clearly see it’s exactly what they’re looking for
2. It makes it less likely they will buy your product thinking it was different, then leave a negative review.
Many Shoppers Buy Without Reading the Listing Text
We know this by the number of reviews that come in complaining about things that were clearly stated in the listing.
Many shoppers scan the photos & product title, then press add to cart… that’s it.
Frustrated sellers are getting negative reviews like “Can’t use, it’s not compatible with iPhone X” when they have clearly stated “Does not work with iPhone X!” in the first bullet point.
How do we combat this?
1. Identity the most essential describing/ differentiating info about your product
2. Place this info in the first 60 chars of your title, within the headings of your bullet points, and somewhere in your description.
3. Add this info into a graphic image with text to catch the people who are image based buyers.
Strategy 2: Lamplighting
Contrary to what you may think, clearly stating the downsides or shortcomings of your product isn’t always a bad thing.
In fact, failing to communicate these often leads to 1-star Amazon reviews!
But luckily, there’s a tactic called “Lamplighting” that gets the key info across while putting a positive frame on the negativity.
What Is Lamplighting?
Basically, it’s bringing attention to a “downside” of your product while putting a positive spin on it. When done well, the shopper is fully aware of this potential downside, but now sees it as a positive thing.
Here’s an example:
Yes, this fidget spinner is smaller than regular ones on the market, but that makes it much easier to keep in your pocket, accessible whenever boredom hits.
We admitted the fidget spinner is much smaller (a common reason for negative reviews since it can be difficult to tell the size from images), and that will turn off some shoppers… which is good!
We don’t want those people to buy the product because they wanted a larger fidget spinner and would be disappointed if they received a small one.
But for the people who didn’t care as much, they now see something that was potentially negative, as something positive. “but that makes it much easier to keep in your pocket, accessible whenever boredom hits.”
Being small is now desirable!
Use lamplighting for any feature your product has that some shoppers may find undesirable, then think about how for some people, that same feature may actually be a good thing.
Strategy 3: Using Graphic & Lifestyle Images
While your main image must be pure white background with no graphics to comply with Amazon’s TOS, your other images are easily enhanced with graphics and some basic text to communicate key info.
Recommended Image Types to Avoid Negative Reviews
- Sizing: It can be difficult to tell how big a product is online, make this super clear with some graphics showing exactly how big a product is with the dimensions written on the image.
- Product Callout: Choose up to 4 main benefits/ features of the product most important to communicate, then have super concise text copy explaining that benefit. Bonus points if you have an icon next to each one.
- Lifestyle Image: Using a real model to display your product gives shoppers a lot of visual information. It makes it much easier for them to visualize what the product is like to interact with themselves, including general size, weight, feel, etc.
Bonus points for using a model that is the same demographic as your target customer.
Amazon Graphic Image Guidelines
- Make text large enough to read on a small mobile screen. If the text is too small, people on Amazon’s mobile app will need to open the image, then pinch to zoom in on the text. Make it large enough to be easily read without forcing people to zoom in.
- Keep text minimal and to the point. Having too much text on 1 image overwhelms shoppers, and fewer people will read it. Save text on images for only the most important benefits to communicate.
- Use icons when possible. Many times, a simple icon can get the point across more effectively and using less space than text can. It also makes images more visually appealing and easier to consume.
These concepts are simple enough to understand, but they do take some focused brainstorming and effort to execute well.
It requires you to get inside the mind of your target customer. What are their pain points? Emotions behind why they want this product? For what reasons do they typically leave negative reviews?
Optimizing your listing to address all these points will leave you with less negative reviews, in the long run, keep your click through rates higher, and positively affect conversion rates. All well worth the effort and will make other marketing efforts more effective.
Looking for expert help with your Amazon listing? Kenji ROI’s listing optimization experts do a limited amount of Free Listing Analysis Videos each week where they analyze your Amazon listing and point out the biggest areas for improvement.