We all know that reviews on Amazon have become one of the essential elements to improve the sales of a product in the great marketplace, since the opinions of other consumers can encourage (or discourage) the purchase, and since last year, a large increase in the number of comments and ratings has been noticed in the products offered by the retail giant.
This is the new rating system on Amazon
In September of last year, ratings on Amazon they simplified for consumers, as instead of requiring a detailed review, with a written review, they can now simply leave a rating through a star system with just one click. As a result, the most popular products on the Amazon marketplace have been getting hundreds of ratings a day, while also increasing their rating (your rating) overall.
shares an example of the growing number of reviews on Amazon: Apple Airpods currently have more than 29,000 reviews, of which only 9,000 are traditional reviews and include text comments.
Since mid-December of last 2019, this product has seen its ratings increase on Amazon by more than 600 a day. Of course, the increase in sales during the Christmas season has contributed, however, the new rating system on Amazon has also played a part since, during the five months prior to September, this same product received on average only 20 new reviews per day.
Positive reviews also increased.
With its new rating system, Amazon hoped to encourage consumers to share their opinion of products, even if they don’t want to or don’t have time to write a review. His attempt gave good results, since this increase has not only been in the number of qualifications, and it has also been noted that positive ratings have increased from 4.3 to 4.6 stars out of 5.
This is quite logical: customers with a negative shopping experience were the most likely to leave reviewsand thanks to the direct star rating system, customers who are satisfied with their purchase are also more likely to share their opinion without spending much time on it.
But despite all the advantages, The new rating system on Amazon also has drawbacks. Ratings only with stars and no comments they lack a context to understand the rationale behind a three-star rating, or worse, one.
In addition, the brands that analyze the comments to improve the products, the ratings without comments that only show stars, do not have those reviews to hold on to in order to continue improving.
One more disadvantage is that these types of reviews on Amazon they also do not address the issue of trust that has been eroded because they have been detected in the marketplace over the years. Consumers and external tools have learned to parse text from ratings to decide if they are real or not, so a star rating system does not allow this type of review.
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