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This month, Amazon officially closed the doors on its Early Reviewer Program, a move that was both unexpected and complained by merchants who depend on the program to increase reviews of more recent items. But it's just the most recent in a series of changes over the years as Amazon looks to address a paradox in its review environment.
On the other, a series of changes over the past 6 years suggests an approach that product evaluations need to not be looked for out - either by Amazon or the brands that offer on the platform. I often look to validate an item purchase by checking out reviews on Amazon, whether I am really shopping on Amazon or not.
This phenomenon is not simply my own quirk - a study from Bazaarvoice in 2020 found that most U.S. buyers (56%) pointed out reviews as the ecommerce feature they count on most to make educated purchase choices. More In-Depth , when consumers engage with reviews on what Bazaarvoice calls "best-in-class" sites, there was a 138% lift in conversion rates, year-over year.
After all, Amazon can win a sale when there are products with a variety of scores. However for items without a meaningful number of evaluations, there are now fewer alternatives to legally get them and win customer trust. 19 November 2019, Bavaria, Munich: The Internet ranking of a product can be seen on a computer ...
Image: Jennifer Weese/dpa (Image by Jennifer Weese/picture alliance through Getty Images) dpa/picture alliance via Getty Images Since of their value, brand names selling on Amazon have actually long looked for out ways to acquire product reviews - either through Amazon-sanctioned programs like the Early Reviewer Program and Vine reviewer program, or more wicked approaches.
Here is an overview of the modifications and what we can deduce of Amazon's basic philosophy and next steps. As much as October 2016: Amazon's community standards mention that it's fine for sellers to offer complimentary or greatly reduced evaluations from consumers in exchange for an item review. There was an entire home market of legitimate companies who ran review marketplaces: on one side, a merchant trying to drum up evaluations, and on the other side, deal-seekers who are willing to rate & review the complimentary items they obtained.