The Role of Trustworthy Reviews on Amazon

 role of reviews on Amazon


Product reviews have always been an essential part of the Amazon experience, and they help customers by easing their shopping decision. But they also help sellers understand what buyers like and how they can improve their products even further. The role of reviews on Amazon is to help with the brand’s reputation, conversion rates, and overall appearance. 

As Amazon is a customer-driven company, the role of reviews needs to reflect the authentic experience that shoppers have had with the product. But has this always been the case? How do you tell if the reviews are trustworthy

In this blog post, we will shed light on the role of reviews on Amazon and how the e-commerce giant innovates continuously to allow only genuine product reviews.  

role of reviews on Amazon

What is the role of reviews on Amazon? 

Amazon has a zero-tolerance policy for any reviews created to mislead or manipulate customers. It is no surprise that they’re continuing to improve their review processes to bring the customers only trustworthy reviews. 

A trustworthy review is what the reader perceives as honest, truthful, and not a commercial opinion of a customer who has used a product. 


role of reviews on Amazon


So, what exactly is their role? Shoppers on the lookout for a new purchase often read reviews to get familiar with a brand or product. Since they’re skeptical about making a purchase, an authentic or trustworthy review is there to help evaluate and ultimately persuade a shopper to buy a product. Also, most people won’t buy a product if it has no reviews simply because they don’t trust the brand. 

The best way to build trust is through getting reviews, which can take some time. Brands should avoid placing fake reviews as this can be easily noticeable and result in more product returns.  


role of reviews on Amazon


Throughout the years, Amazon has maintained a strict policy toward safeguarding the trustworthiness of its reviews. They have banned sponsored reviews and created an Amazon Vine program that invites trusted Amazon reviewers to post reviews about products that can help other customers with their purchases.

Through this program, Amazon Vine reviewers are encouraged to leave honest opinions. Whether positive or negative, they can significantly impact the shopping process for all the customers looking into a brand or product. 


Why are reviews important for customers? 

Amazon reviews are a potent e-commerce tool, especially for customers and sellers. In today’s modern era, online shopping has become easier than ever. Yet, there is one problem that remains. Consumers can not test out the product before buying it to see if it will be the right fit. 

Luckily, there is a way to avoid buyer’s remorse, and it comes in the form of Amazon reviews. They provide proof and transparency and help customers gain the much-needed trust they are getting what they are paying for. And not only that. Shoppers also like to read reviews since it helps them be more informed about their purchases.  


Why is the role of reviews on Amazon important for sellers? 

As we said before, the role of reviews on Amazon is valuable both for online shoppers and sellers. Also, increasing rankings in Amazon search results is essential. And for that, you will need reviews; lots of them! A large number of positive reviews is a sign of a high-performing product.

So the more reviews there are on the listing, the more likely Amazon is to suggest the brand to customers. To have the visitor turn into a buyer in no time, brands should react swiftly in obtaining these reviews. Because, without any, the products won’t show up on the first page of search results, and it will receive minimal traffic to listings. 

Also, there is the fact that the overall Amazon selling strategy depends on reviews. If the brand only pays attention to one approach to drive traffic to the listing, that won’t convert into sales. 

A brand wondering how to generate sales via reviews should remember that the percentage of positive reviews greatly affects how many sales an item can generate. It’s always good when the positive reviews outweigh the negative ones because people will feel more comfortable buying products.

 role of reviews on Amazon


Also, the number of reviews a product or a brand posses impacts the SEO, as online reviews are factored into Google search results. The higher the rating, the more likely it is that Amazon will see the brand as successful in providing for that keyword. And in doing so, the algorithm will suggest it to consumers more. 

Amazon reviews can be considered a free marketing tool since a good and trustworthy review can help the brand create a positive brand image. These positive reviews are also continuously assisting new customers in their decision-making process. 


As we know, Amazon has always cared about customer satisfaction, so you can bet they never sleep when it comes to improving its review processes. It is worth noting that customers have also gained more knowledge and become more comfortable writing and discovering trustworthy reviews. 

Ultimately, the role of reviews on Amazon has always been to give the customers peace of mind knowing that they are shopping with confidence from brands and products whose reviews are authentic and relevant. It’s no doubt that they will continue to do so in the future. 


About the Author

Isidora De Lungin

Isidora De Lungin is a PPC Specialist at Sellers Alley with over a year of experience. Ever since she joined the team, she has shown great curiosity. Her gentle personality influences the whole team to feel comfortable in her presence. She is highly resourceful, adapts to any challenge, and provides help to everyone, from clients to colleagues.

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