When selling a new product on Amazon, lack of reviews can be a deal breaker for potential customers. Authentic feedback increases confidence and motivates them to make purchases. But how do brands garner enough reviews to kick-start sales?
Brands need reviews to increase sales, but sales depend on reviews. According to Salesbacker, only 2-3% of buyers offer feedback. Until recently, brands used to proactively elicit reviews by emailing customers directly. However, Amazon introduced a feature that enabled them to unsubscribe. Fortunately, there’s now an easier, more efficient, more truthful solution.
Amazon’s Early Reviewer Program
Launched in June 2017, the Early Reviewer Program is a more effective way of garnering honest reviews from real customers without inconveniencing them.
Brands with fewer than five customer reviews are eligible to enroll in the program, given that they’re U.S.-based and registered with Amazon Brand Registry.
Amazon incentivizes customers to write a review by offering $1-3 in Amazon credits. They are chosen at random and all are eligible and rewarded regardless of the content of their reviews.
Inexpensive But Effective
You’ll pay $60 for each enrolled parent SKU, but only after your product receives its first review. This way Amazon assures results for your investment. With this fee you’ll get five reviews or up to a year’s commitment, whichever comes first. The program’s limits means it’s not designed for long-term growth, but it can still help new products gain momentum and compete with more established brands.
It’s important to keep in mind that the program does not guarantee positive reviews, only honest feedback from real customers.