Online merchants on Amazon have a seller feedback problem. It turns out that less than 5% of Amazon shoppers leave feedback on the things that they purchase. This is not usually the fault of the merchant. They did not provide poor customer service or products or drop the ball on delivery.
The cause is that customers just don’t feel connected to or interested enough in the vendors to provide Amazon seller feedback. So, what can sellers do to raise their feedback score and be eligible for the Amazon Buy Box?
What is the Amazon Buy Box?
Everyone knows that Amazon is a major retailer, making it a key part of any e-commerce strategy. However, it can be hard to stand out on the site as it contains millions of third-party sellers. Many of these sellers offer the same or similar products.
Nabbing the Amazon Buy Box ensures high visibility for your products. This makes it more likely that they will be seen and bought. The Buy Box is responsible for the majority of Amazon sales. Amazon does not publish a handy guide to their exact standards for which sellers they pick, but they do not leave sellers entirely in the dark either.
It’s known that they switch between the most eligible sellers based on who they think provides the best shopping experience. Their algorithm is based on factors like sales metrics, pricing, availability, customer services, and the Amazon feedback score based on seller feedback. This is why positive seller feedback is essential.
Here’s how to boost your Amazon seller feedback score.
1. Take Advantage of Packaging
Packaging is one way you can distinguish yourself from the millions of other sellers in the Amazon marketplace. People make so many online orders in general, and the vast majority of them are not presented in a memorable way. This doesn’t exactly inspire them to leave seller feedback.
Sprucing up your packaging does not have to be super intense or expensive either. It can be as simple as arranging your package’s contents in an interesting way, adding colored confetti to the box, or placing them on a bed of fabric. Whatever you do, make sure it will strike the right cords with your demographic.
Depending on your demographic and brand values, flamboyant or bright packaging might be appropriate, or it might not. Would your customers appreciate something more minimal and sleek? Would they expect eco-friendly packaging from you?
Know your brand, know your audience, and create packaging that reflects these values. This is likely to inspire customers to leave seller feedback.
2. Go IRL
Even if you are an e-commerce brand with entirely online sales, that doesn’t mean you should forget about adding some offline “in real life” elements to your strategy. One popular way of doing this is with Pop-up shops. Pop-up shops present online retailers with low commitment, on-trend, temporary ways to sell products, promote their brand, and connect with customers in real life.
This puts a human face on your company. Customers will trust in it and relate to it in a way they just cannot do from behind a screen. Pop-up shops are not just limited to brands with products to sell, either. If you provide a service of some kind, you can also tailor the Pop-up shop tactic to suit your needs.
Pop-up Shops Are Adaptable
For example, if you teach cooking classes, a pop-up cooking class or demonstration featuring your food is an interesting way to generate buzz and get people interested. Something similar could also be applied to a brand that sells kitchenware, as long as their products are prominently displayed and used during the demonstration.
The Magic of Branded Events
Another IRL strategy can be events that actually seem to have nothing to do with selling your products on the surface. Branded thank you dinners and Instagrammable events work by creating an air of exclusivity, but also inspiring people to engage with your brand.
Those who attend your events will likely share their experience on social media, adding to the human element, engagement, and social media reach of your brand.
These can make your brand stand out and hope to foster brand loyalty from customers. After all, it is hard to get customers, but easy to lose them. Making a splash with branded events is one way to help buyers feel like they can interact with your brand in a meaningful way.
3. Don’t Be Afraid To Ask
The fact of the matter is, most people shopping for household goods, electronics, or other items off Amazon have only one focus: and that’s getting the things they need.
Unless they are Amazon sellers themselves, they most likely have no idea of the challenges faced by online retailers and e-commerce brands. They have no idea about the Amazon Buy Box, sales metrics, and how important their feedback is for sellers.
In fact, there are many prevailing myths about online reviews and customer feedback. Many people think that there is no point in leaving feedback because no one reads it or cares about it. Don’t be afraid to let your customers know that their feedback really does matter to you. Don’t hesitate to ask your customers for seller feedback.
The Personal Touch
While there is software that allows you to do this electronically, some thoughtful offline touches can really set you apart in the digital age. This does not have to complicated, overly grand, or expensive.
It can be as easy as leaving a note inside your package that thanks customers for their business. This note can also contain something short that lets them know how important their feedback is for your business.
The Best of Both Worlds
Ultimately, a strong strategy that considers both online and offline factors is key to success in the online marketplace. Of course, all sellers are very different, and it will be easier to get seller feedback on some types of products than others.
Offline strategies to engage customers can be as complex as grand events, or as simple as writing and asking them for their feedback in thank you cards included with your products and in emails.
Landing high ratings and positive seller feedback can help you gain coveted Buy Box status and differentiate your brand and products from the many others on Amazon?
How do you plan to improve your Amazon seller feedback? Comment below…