Amazon Listings: Content vs. Reviews

June 16, 2021

Which do you think is more important?

I met with a potential client recently who designed, manufactured, and launched a high-end product in the luggage space. The product had a price point at the higher end of the category but from the craftsmanship and features, you could see it belonged there. It was obvious they were not looking for shoppers concerned about price. While some people willing to spend on that level, might prefer a designer label, I could tell that this particular product will attract discriminating buyers who actually research products and seek quality above all else. 


I asked the prospective clients what strategies they want to focus on when launching their product on Amazon. They answered that they want to get as many five-star reviews as possible so they can then focus on a Pay Per Click (PPC) campaign. I responded that while 56% of consumers read four or more reviews before making an online purchase their focus on reviews should be the third thing on their list of priorities behind identifying keywords (long-tail and short) and killer content. 


For starters to get reviews you need to make sales. So let’s say, they built a list of a few thousand names and email addresses. They then sent out a coupon to these folks to purchase the product on Amazon at a special discount. They would then send a request that the buyer leaves them a review, following Amazon’s strict Terms of Service (TOS) regarding review solicitation. And let’s say they get a good response with hundreds of people buying and many of them leaving good reviews. In theory, they have just invested in buying reviews by discounting the product. 


Now let’s say, they “spend” the same amount investing in content; keywords, infographics, professional photography, and videography. Here, rather than offering a discount to the same list of people, they offer them to be the first to get this quality product while supplies last, with a request to leave a review if they are satisfied and a promise to get in on a future promotion for a new product they intend to launch (while following Amazon’s TOS). Let’s also assume that the response for both sales and reviews is more modest this way than by offering a discount.


I would argue that they would get more bang for the buck having invested in content first. 


For starters, in a crowded space, as this luggage piece is in, they will never win the battle over long-established products with a high number of reviews. There is always going to be someone with more reviews when you are just starting out, so why focus marketing dollars on a battle you can’t win? 


It’s also a gamble. Things happen. If even one buyer leaves the newly launched product a bad review it will take 40 positive customer reviews to balance out the damage. It’s simply not worth it. 


Great content, on the other hand, increases sales by 10%. Blog posts and professional publications continuously stress content over reviews as a launch strategy. High-quality photography, relevant infographics, lifestyle photos, and videography coupled with professionally written product descriptions will get a product found organically and will keep consumers on your page longer than reviews will. 


This goes without saying that if you have absolutely no reviews you probably won’t make any sales anyway. What we are discussing here is a growth strategy. Not a launch strategy.


AdvantiQs offers a full array of services to get your product launched or to increase sales on your existing brand. Contact us now for a free consultation.