The busiest season of the year is approaching and we want you to be prepared to maximize your feedback, reviews and profits! Join this session and learn TOS compliant tips to get good feedback, how to respond to product reviews, and increase your chances of winning the Buy Box this holiday season. Your Seller Account Health and advertising options depend on it.

1. How Feedback and Reviews Can Boost Holiday Sales
Q4 Amazon Advertising and Operations Summit: Strategies to Reach
Maximum Profit

2. 2
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
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Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

4. Liz Fickenscher
Industry Liaison
Presented By

5. Poll Question
When do you start prepping for Q4?
A 1 - In August or earlier
A 2 - In September
A 3 - In October or later

6. Agenda: The Impact of Feedback & Reviews on Holiday Sales
● Seller Account Health
● Maximize the Buy Box
● Get more feedback and reviews
● Respond to feedback and reviews
● Stay compliant with Amazon’s TOS
● Helpful (and free!) seller resources
● Q & A

7. Feedback &
Reviews:
How They Impact Your
Holiday Sales on Amazon

8. Advice: From Amazon Experts

9. Below 96% Feedback Rating
Can drop your ranking
Source: Egility.co

10. Seller Feedback: Importance to Seller Health
● Order Defect Rate
○ Negative Feedback
○ A-Z Guarantee Claims
○ Chargeback Claims
○ TARGET - under 1%

11. Seller Feedback: Importance to Seller Health
● Return Dissatisfaction Rate
○ Negative Response
○ Late Response
○ Invalid Rejection
○ Target - under 10%

12. Sellers who respond to
messages within 24 hours
Receive 50% less negative feedback on
problem orders
Source: Amazon, Inc.

13. Feedback: What Causes Negative Feedback
● Stock-out
● Late shipment
● Complicated return
● Not as described
● Wrong size or item
● Product quality (and packaging!)
● Customer service issues

14. Feedback: Tips to Get More Positive Feedback
● Ask: wisely and consistently
● Perfect your packaging
● Stay in stock
● Be responsive
● “Wow” buyers

15. The Buy Box:
Where 83% of all Amazon sales happen
Source: Repricer Express, 2019

16. Seller Feedback: Impact on The Buy Box
● Eligibility
○ ODR (includes feedback!)
○ Performance metrics
○ CSQ
○ Length of time on Amazon
○ FBA
● Impact on Sponsored Product Ads

17. Seller Feedback: Impact on The Buy Box

18. Advice: From Amazon Experts

19. Advice: From Amazon Experts
What Can Sellers Do To Earn More Positive Feedback

20. Feedback: How to Ask for Feedback
● Understand TOS
● Optimize your subject line
● Make it easy for buyers
● Provide value
● A/B test timing and open
rates

21. Feedback: Managing Negative Feedback
● Receive alerts
● Respond quickly
● Resolve issues
● Ask for removal

22. Nearly 95% of shoppers
Read online reviews before making a
purchase
Source: Spiegel Research Center, 2017

23. Reviews: Importance to Seller Health & Growth
● Increase A9 search rank
● Measure satisfaction
● Identify opportunities
● Help buyers

24. Product Reviews: Impact On Advertising Options

25. Product Reviews: How to Get More Reviews
● Amazon programs
● Ask for reviews
consistently
● Optimize your request
● Make it easy for the buyer
● Include CTA buttons and
images that link directly to
leave a review

26. Product Reviews: Responding to Negative Reviews
● Resolve
● Learn
● Respond
publicly

27. Q4: Maximize Your Feedback and Reviews

28. Amazon TOS: Compliance
● No diversion
● No coercion
● No self reviews
● No “friendly” reviews

29. Free: Seller Resources
● Compliance checklists
● Email templates
● Feedback and review
guides
● Spreadsheet templates
● bit.ly/2Opj8Kd

30. Questions & Answers:
Thank You!

31. Liz Fickenscher
Industry Liaison
Q&A

32. Navigating the Financing Landscape
Q4 Amazon Advertising and Operations Summit: Strategies to Reach
Maximum Profit
Please Hold For Our Final Session @ 11:00am PT/ 2:00pm ET