Consumer reviews are one of the most trusted resources for making purchase decisions today. Studies show that over 90% of shoppers read reviews before buying a product online. When it comes to Amazon – the largest ecommerce marketplace – product ratings and reviews are even more influential in customers’ decision making process. This makes garnering positive reviews on Amazon a crucial part of establishing credibility and driving sales. But not all Amazon reviews hold equal weight. This is where Amazon Top Reviewers come into play.
Amazon Top Reviewers are an elite group of reviewers who have earned a badge on the platform for their consistently high-quality, detailed contributions. Their reviews are prominently displayed and likely to be some of the most read by prospective buyers. Securing reviews from these influential reviewers can take a brand’s success on Amazon to the next level.
Defining Amazon Top Reviewers: An Elite Group of Influencers
- Prolific reviewers who have written a high volume of reviews on their account. The number required seems to be at least 50-100.
- Maintaining a very high percentage of reviews rated as helpful. Typically over 80-90% of their reviews need to receive votes from other customers highlighting their usefulness.
- Consistent, high-quality contributions that provide meaningful details and insights in the reviews, rather than just a few generic sentences.
- Active participation in the reviewer community, like responding to comments on their reviews and engaging in discussion forums.
- Reviews across a breadth of different products/categories, not just focused on one type of item.
- A “Top Reviewer” badge displayed prominently on their profile, so other customers immediately recognize their authority.
- Priority placement in product reviews, so their feedback is much more visible.
- Early access to new products that brands submit to Amazon Vine, a program offering free products to trusted reviewers.
- Weight in Amazon’s algorithms, so Top Reviewer ratings and reviews can bump products up in search and product listings.
- Recognition as some of the most helpful voices on Amazon’s crowded platform.
The Powerful Impact of Reviews on Buying Decisions
- Over half of consumers will not buy from a business that has an average rating lower than 4 stars.
- 88% trust online reviews as much as personal recommendations.
- Over 70% of people say positive reviews make them trust a business more.
- 82% of Amazon shoppers reference reviews before adding an item to their cart.
- Products with more than 50 reviews sell up to 150% more than those with no reviews.
- Buyers need an average of 4.3 stars to consider buying electronics. Household products need 4.0 stars.
How Top Reviewers Reviews Differ from Standard Ones
- Prominent placement under the product details, so they’re more likely to be read
- Badge signaling the reviewer’s status as an authority figure
- History of detailed, helpful reviews lends credibility
- Perception that Amazon has vetted and approved them as a valuable voice
- Tendency to be more in-depth and analytical compared to many standard reviews
- Reviews come from experienced, knowledgeable veterans of the platform
Why You Should Make Amazon Top Reviewers a Priority
Increased Sales Positive ratings and reviews directly translate to higher conversion rates and more sales. Products with Top Reviewer endorsements are more likely to get added to carts.
Improved Visibility Favorable reviews, especially from recognized Top Reviewers, bump items upward in search rankings and product listings. More visibility means more potential buyers.
Reduced Buyer Skepticism Many shoppers are wary of fake reviews. But seeing validation from authoritative Top Reviewers eases those concerns and builds credibility.
Expanded Reach Reviews often influence search algorithms and related item recommendations. Positive Top Reviewer reviews help put products in front of more buyers.
5 Strategies to Find and Connect with Amazon's Top Reviewers
- Peruse Amazon’s Top Reviewer Spotlights One starting point is browsing the Top Reviewer profiles that Amazon chooses to spotlight publicly. Visit Amazon’s Top Reviewer section and look for reviewers in sections related to your products. Compile a list of prospects to potentially reach out to.
- Use Reviewer Analysis Tools Tools like ReviewKick, AmzDiscover, and Top Reviewer can help analyze reviewer data to identify frequent contributors. Look at their review history and helpful votes to vet usefulness. Compile a list of 5-10 strong matches.
- Participate in Amazon’s Seller Discussion Forums The Amazon Seller Central forums often have product reviewers participating in discussions. Jump into relevant conversations and build connections by providing value. Don’t overtly self-promote.
- Join Industry-Specific Facebook Groups Groups like the Amazon Sellers Club contain members who review products. Become an active participant in discussions and build rapport over time.
- Acquire an Email List Paid services like Top Reviewer offer email lists of top reviewers open to contact about reviews. Ensure you have permission before emailing any reviewers.
9 Recommendations for Successfully Requesting Top Amazon Reviews
- Personalize Outreach Emails Send individual emails explaining who you are, what your company provides, and why the reviewer’s input would be appreciated. Avoid mass template blasts.
- Send Products to Review via FBA Leverage Fulfilled By Amazon to directly send products to prospects. Include a personalized note with your package.
- Enable Amazon Review Collection Emails Turn on automated emails through your Seller Central asking recent purchasers for reviews. This adds helpful social proof.
- Follow Up Once One appropriate, polite follow-up is acceptable if you get no initial response. Then move on – constantly badgering reviewers will damage your brand.
- Integrate Review Inserts Include professional print inserts in your packaging requesting reviews if customers are satisfied. Keep messaging classy.
- Survey Customers Send post-purchase surveys asking about their experience. This primes them to leave reviews later.
- Provide Exceptional Service Satisfied customers are much more likely to review. Invest in prompt communication and issue resolution.
- Share Discount Codes Offer discounts like 20% off their next purchase in exchange for an open and honest review. But don’t require a positive review.
- Maintain Integrity Never pay for reviews. Focus on building authentic relationships, not questionable shortcuts that can backfire.
Now let’s explore additional options for showcasing positive ratings once you begin collecting reviews. This will maximize their visibility and impact.
How to Highlight Ratings & Reviews for Increased Influence
A stellar Top Reviewer testimonial can bolster your product credibility and conversions. But consumers are more likely to notice and trust large volumes of reviews. That’s why acquiring a critical mass of reviews is still important.
Once you start garnering customer feedback, take steps to amplify the impact through smart presentation. Useful tactics include:
- Display key excerpts from Top Reviewer testimonials on your product pages, mailers, and social media. Quote their feedback or link to the full review.
- Use informational product insert cards to showcase impressive stats like your average rating or total review count.
- Enable Amazon badges to flaunt ratings in search results. The more real estate your ratings occupy, the more visible social proof.
- Prominently showcase ratings, awards, and review excerpts on your website and other brand assets.
- Consider video testimonials to put a human face to positive reviewers.
- Leverage paid advertising options to highlight ratings on Amazon and other channels.
- Strategically position products with high review volume in on-site and off-site promotional areas.
- Share new reviews on social media to highlight momentum and social proof. Tag reviewers to expand reach.
Best Practices When Seeking Product Reviews
- Never pay for reviews, offer excessive discounts conditional on positive reviews, or penalize negative reviews. This violates Amazon’s terms.
- Avoid pressuring reviewers to remove or alter negative reviews. Address their feedback constructively instead.
- Focus on developing genuine relationships and delivering standout customer service rather than spamming reviewers.
Be conservative with review requests to recent customers. Don’t risk coming across as thirsty or desperate.
- If contacting reviewers directly, ensure you have specific permission and keep messages personalized.
- Have realistic expectations when sending products to reviewers. They may choose not to review or say what you want to hear. Respect their independence.
- Stay engaged with reviewers you connect with rather than treating them as one-off transactions.
- Monitor your accounts and listings closely for any signs of fraudulent reviews. Report immediately.