Amazon's Request a Review Feature: Thoughts and Observations
With the release of Amazon's ‘Request a Review’ feature, brands have a decision to make. Many are debating whether it's more beneficial to use Amazon's feature or a third-party option for a more custom way to garner reviews. Here we share Marketplace Strategy’s perspective and discuss observations of both choices.
‘Request a Review’ Feature Recap
Amazon released its ‘Request a Review’ feature in Q4 of 2019. It was designed to make it easier for sellers to gather feedback from customers. We also believe this is Amazon's way of eliminating the need for the long-used Buyer-Seller messaging system. The more brands move to the 'Request a Review' feature, the more complete control Amazon has over the customer experience.
To leverage this, brands must operate within Seller Central. And from there, they have to manually click the 'Request a Review' button to message customers for each order. We understand the thought of this can be daunting, but it can easily be automated through the use of a third-party tool or a browser extension.
Request a Review Versus a Custom Email Template
As we mentioned, not all brands are on board with Amazon's 'Request a Review' feature. Some prefer using a third-party service that leverages the Buyer-Seller messaging system, but each option has its own benefits and drawbacks. It’s important to keep your brand’s goal of requesting feedback and reviews in mind before deciding which is best.
Below we breakdown the differences between each option.
Amazon’s Request a Review Template
Amazon’s 'Request a Review' email template is free to all sellers, but it cannot be customized or edited. Using this means allowing Amazon to outline the content, links, and layout of the email.
The email’s template is branded by Amazon and could ultimately have more legitimacy in the consumer’s eyes. As a result, we have learned customers who receive this version are more likely to open the email and leave a review.
Better results and the option to automate this is attractive, but Amazon's feature doesn't track performance. So before committing to this template, consider what a third-party service has to offer.
Third-Party Email Tool
Using a third-party email tool comes at a cost, but it gives brands control over messaging and branding. These services also allow the brand to automate several emails and create send schedules. For example, brands can build workflows to send an email when an order is delivered. And then, after a specified timeframe passes, a follow-up email can be sent. With multiple touch points, it's easier for brands to not only drive reviews but also encourage repeat purchasing.
Third-party tools are also popular because of their tracking analytics. If performance monitoring and customization are important to your brand, this may be the better option. But, custom templates usually have lower deliverability and conversion rates compared to emails branded by Amazon.
Overall, we have seen our clients have success with both options. And although Amazon's 'Request a Review' button is difficult to measure, we’ve seen brands earn reviews faster with this option. We recommend brands test both options separately and measure their respective increases in reviews. But remember to avoid using both templates simultaneously, which could result in customers receiving multiple messages.
The decision to use Amazon’s ‘Request a Review’ feature or a more custom, third-party option could be based on a number of factors. Consider what’s most important to your brand and don’t hesitate to test each option to learn what works best for your business.
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