- Amazon is eradicating the function that allowed anybody to touch upon buyer evaluations.
- Amazon mentioned it is shutting down the function as a result of it was not often used.
- However sellers say it was a preferred function that allowed them to answer particular person evaluations, reply unfair criticisms, or share updates to their merchandise.
- Go to Enterprise Insider’s homepage for extra tales.
Amazon is shutting down the power to touch upon particular person product evaluations, a change that sellers say would make it harder to instantly interact with prospects.
The function, which permits anybody to remark beneath Amazon’s product evaluations, was significantly common amongst manufacturers and sellers as a result of it allow them to reply to buyer questions or suggestions that will have been unfairly vital, in keeping with e-commerce consultants who spoke to Enterprise Insider. It is essential for sellers to maintain evaluations optimistic, given the vast majority of customers have a look at them earlier than making a purchase order.
In an e mail despatched to sellers on its market, Amazon mentioned that it is eradicating the feedback function on Wednesday as a result of lack of engagement.
“Whereas evaluations and suggestions are essential to our prospects and sellers, the feedback function on buyer evaluations was not often used,” the e-mail mentioned. “And because of this, we’re retiring this function on Dec. 16,2020.”
The e-mail additionally mentioned that Amazon is creating “different alternatives” to attach with prospects. For instance, Amazon has a separate messaging service that enables sellers to instantly discuss to prospects.
Amazon is shutting down the commenting function beneath product evaluations, which sellers say have been helpful in responding to unfairly detrimental suggestions. Amazon
In an e mail to Enterprise Insider, Amazon’s spokesperson confirmed the change, including that greater than 80% of the feedback have been left by prospects, not sellers. And when it was used, the overwhelming majority of the messages have been brief, declarative statements, like “Thanks,” the spokesperson mentioned.
Sellers who spoke to Enterprise Insider, nevertheless, say the change comes as a shock, as they’ve closely relied on the commenting function to instantly reply to buyer evaluations or share new updates concerning the product.
Rachel Johnson Greer, a former Amazon supervisor who now runs the e-commerce consulting company Cascadia Vendor Options, mentioned the transfer is “complicated” as a result of it reduces shopper engagement. Clients typically count on a response from the vendor after they depart a remark, and the removing of this function will solely improve “buyer dissatisfaction,” even in comparison with a few of Amazon’s opponents, she mentioned.
“Decreasing buyer interplay shouldn’t be a very good plan for rising engagement and gross sales,” Greer mentioned. ” In the event that they’re actually making an attempt to make the positioning interactive, like Instagram or Fb or YouTube, they want higher engagement and interplay, not much less.”
James Horey, CEO of Reviewbox, an organization that helps on-line retailers, mentioned that the change can have a “fairly large detrimental impact” as a result of manufacturers use it regularly to speak data for warranties, returns, and product defects.
Eradicating the function would make the product evaluations much less helpful as a result of essentially the most high-quality evaluations are inclined to have plenty of feedback beneath them, he mentioned. It is attainable that Amazon is eradicating the function partially as a result of some sellers have abused it to make use of it as a channel to solicit prospects or illegally promote different merchandise, he added.
“My greatest guess is that Amazon is making an attempt to ‘clear up’ the evaluation responses to make it extra helpful to customers,” Horey mentioned.