ThePurposeLed Amazon Agency

You may have noticed a few changes to Amazon’s marketplace over the last few months, such as how product ratings appear in search and that customers now have an insight into a product’s sales data.

The search results are a pivotal place for shoppers, it can determine which products appear more desirable based on…

How high up the page it appears
How relevant the product is to their search
The number of positive reviews
If it’s a Best Seller or Amazon’s Choice

For those reasons, sellers are constantly having to adjust and optimise in order to please Amazon’s A9 algorithm.

But, with these new changes now in play it leads us to question how they will impact both sellers and buyers.

Changes to Amazon’s Product Ratings

This may be the most notable of Amazon’s recent changes and not for the best reasons. In fact, some may argue that this recent change has made it harder for customers to perceive a product’s rating at a quick glance.

Instead of displaying a product’s rating and the number of reviews, it now shows a single star, alongside the average number of 4+ star reviews (the total rating can still be seen, just about).

However, for customers who determine a product's suitability on its number of star ratings, this change may take some getting used to. In fact, a 2019 report revealed that the number of reviews was more influential than the rating itself on purchase decisions.[i] And for brands who have dedicated time and effort to generating more reviews, to increase their click-through rate, this adjustment will be frustrating.

Could AI improve how consumers digest reviews?

Amazon has been slowly rolling out changes to its product rating system in an effort to act against fraudulent reviewers. Fake review brokers have been an ongoing concern for Amazon, and as a result of their continued investigations, two lawsuits have been filed against fraudsters.[ii]

More changes are on the horizon for reviews, as Amazon has been trialling AI-generated customer highlights. This will provide shoppers with a snapshot of what other customers have said about a product. This rollout will also include filters for specific product attributes, such as ‘stability’ or ‘performance’.

So, while some of these changes may not be popular, Amazon clearly wants to make it easier for shoppers to read trustworthy and relevant reviews so they can feel confident in what they are purchasing.

Sales Data Now Appears In Search

You can now see how many times certain products have been bought in the past month. Public-facing sales data was introduced to Amazon back in March, and it marks a significant shift in attitude to how they treat customer data.

For top-ranking brands this change will be very beneficial, as similar to items with a high number of reviews, customers feel more comfortable with products that appear ‘tried and tested’.

However, this information can also be helpful to smaller businesses. Access to competitor sales data can be used as a benchmark for how your category is performing, and you can take learnings from brands with a strong sales history.

How This Will Affect Purpose-Led Brands

It’s safe to say these changes won’t be loved by everyone, and it’s unlikely that we will see the full effect they’ll have on purchase decisions just yet.

However, for purpose-led brands, the changes in how reviews appear could have a positive impact. Heritage brands typically dominate the search results, boasting a high number of reviews. So, this switch could give newer eco-friendly brands the chance to stand out against products that have been on Amazon for a long time.

The appearance of sales data may be seen as a setback when you’re trying to compete with more popular products, however, you can use those insights to your advantage and analyse what the opportunities are for your products.

And, with every new change that Amazon undergoes, there’s nearly always a way for purpose-led brands to better position themselves in response.

Do you need advice on how to better position your business on Amazon? We will be happy to answer any questions you have in an introductory call; you can arrange one with us here.

[i] New Research: Consumer Reviews are Key to Measure Quality | Eller College of Management (arizona.edu)

[ii] Amazon’s latest actions against fake review brokers (aboutamazon.com)