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5 Reasons Why Keyword Research Is Important



5 Reasons Why Keyword Research Is Important

Have you wondered if keyword research is important?

Here’s the thing…

Keyword research is the foundation of any SEO writing campaign. Researching keywords helps you write content that connects with your target reader and makes your content easier to find in Google.

If you don’t add keywords and phrases to your content, your page won’t position how you want – and it will be invisible in Google.

And who wants to be invisible in Google? That’s why keyword research is so essential!

What’s the difference between a keyword and a keyphrase?

Before I jump in, here are some quick definitions. A keyword is a single search term, like the word [travel]. A keyphrase is a multi-word search phrase, like [best place to travel with kids in Seattle].

Since most people search using multi-word queries, I use the terms “keyword research” and “keyphrase research” interchangeably.


Here are five reasons why keyword research is important – and why I recommend you do it before writing a blog post or services page.


 — First, you’ll learn how your readers search – and what you find may surprise you!

A long time ago, a client wanted me to use the keyphrase “multilingual global communication system” because he was sure people searched for it. Nope. People searched for “instant translation chat.”

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Don’t let this happen to you! Keyword research helps you ensure the terms you include in your content are terms people actually type into Google.

Plus, understanding how your readers search can help you…

 — Find new content ideas.

Do you need help figuring out what to write about? That’s SO normal. Keyword research helps you peer into your readers’ brains and discover the topics they want to know more about.

For instance, if you were writing blog posts for an accounting firm, the keyphrase, “Do I need an accountant for a small business,” would allow you to share your stories and demonstrate expertise.

Notice I qualified the search term [accounting firm] with the phrase [small business]. If you were writing for an accounting firm that served the construction industry, you could find topics (and keyphrases) focusing on that specific industry.

You’re probably catching on that keyphrase research helps you…

 — Drive highly targeted traffic.

Imagine you’ve created a marketing guide for dentists.

Sure, you could name your guide “Extract more profits from your business.” It’s catchy, but it may make it hard for dentists to find it on Google.

The headline doesn’t clearly state what the guide is about.

But what if you named your guide “100 Dental Marketing Ideas”?

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Not only is the title more targeted but [dental marketing ideas] is also a keyphrase! Dentists are looking for marketing ideas.

Of course, the big reason clients think keyword research is important is that they want to…

 — Get a top Google result.

After all, why spend all that time writing a fantastic page if – as we discussed earlier – the page won’t position and will be invisible in Google?

Pages that have gone through the keyphrase research process and have been written by a skilled SEO writer have a better chance of positioning – and converting. Because getting a top Google position is more than the fun buzz of seeing a page you wrote in Google’s top-ten results.

(Although that’s fun, too!)

The main reason keyphrase research is so important is…

 — A better Google position can help you achieve your goals and make money.

Maybe that means you want more writing jobs. Or more prospects are finding your white paper and visiting your B2B site. Or you want to boost your brand to get better jobs and be recognized as a subject matter expert.

Getting a top Google ranking can help bring the right people to your site, which will help you achieve all those things – and more.

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Keyword research pays off.

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16 Best Keyword Research Tools For SEO



16 Best Keyword Research Tools For SEO

Ask any SEO pro and they will tell you that trying to do keyword research without a keyword research tool is a thankless task – and it’s pretty much impossible to build a comprehensive list of keywords with monthly search volumes.

As keyword research is one the most important parts of any search engine optimization strategy, the right keyword research tools are an essential part of your SEO tool stack.

If you’re new to SEO or just looking for new tools to try, we have the list for you.

We’re going to take a look at 16 of the best keyword research tools used by SEO professionals and help you choose the right one for your needs.

The Best Tools For Keyword Research

1. Semrush

One of the most popular keyword research tools on the market, Semrush offers a comprehensive suite of SEO tools.

Specifically for keyword research, it includes:

  • Keyword Overview: Just like its name suggests, this provides an overview of keywords, including search volume, difficulty, CPC, and variations.
  • Keyword Magic Tool: This tool gives you keywords by broad match, exact match, phrase match, and related words, alongside relevant metrics about search volume, intent, and competitiveness.
  • Keyword Manager: Only available to paid Semrush users, this tool supports deep analysis and data export.
  • Position Tracking: This feature allows you to monitor how your site is ranking alongside the competition on a daily basis.
  • Organic Traffic Insights: Combining Google Analytics and Search Console with its own data, this helps you identify the keywords that are actually driving organic traffic to your site.

Price: $99.95-449.95/month

2. Ahrefs Keywords Explorer

Another all-in-one SEO toolkit, Ahrefs includes a Keyword Explorer that provides incredibly in-depth information on keywords.

Using data from 10 different search engines, it provides more than keyword suggestions; it also provides information about search volume, ranking difficulty, and keyword movement.

Particularly useful is the insight it provides into your competition, helping you identify which keywords they’re ranking for that you’re not.

This information can then be used to create new content to target and capture that traffic.

Price: $83-999/month

3. Google Keyword Planner

It’s only logical that the world’s most dominant search engine would provide a tool to help you identify useful keywords.

Google Keyword Planner doesn’t offer as much functionality as some of the other tools out there, but it does have something they don’t: direct data from Google.

Primarily intended for digital marketers who are advertising on Google, it’s a free-to-use tool for anyone with a Google Ads account.

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Using it is simple – just type in a keyword and it will give you data on approximate monthly searches, related keywords, and bidding information.

Price: Free with a Google Ads account.

4. Serpstat

Another full-service SEO suite, Serpstat includes tools for link building, PPC campaign management, and local search optimization, as well as keyword research.

Claiming to use the biggest database, it can help you identify keywords, analyze volume, popularity, and competition, and track your competition.

What’s really cool about Serpstat is that its results include the site in the featured snipped as the first result, to help you claim that spot for your own.

It also includes tools for monitoring trending keywords, including searches by region, rank tracking, and content analysis.

Price: $59-499/month


The most useful part of is the sheer volume of keyword suggestions it provides.

A search for [pharmacy], for example, returned 669 total keywords.

These words are provided with all the relevant data an SEO professional could want, including competition (both average and by specific keyword), search volume, and trend information.

Screenshot from, February 2023 also allows you to filter results based on your needs. You can specify region, language, platform, and even type.

Like most of the other keyword research tools listed here, it allows you to analyze your competitors and identify words and phrases that they’re ranking for, but you are not.

Price: $69-129/month

6. Moz Keyword Explorer

In the world of SEO tools, Moz is one of the biggest players. It’s no surprise, therefore, that it includes a keyword research tool.

Offering both a paid and free version (limited to 10 queries per month), Moz Keyword Explorer has comprehensive analysis tools, robust keyword suggestions, and predictive metrics.

It also gives you detailed information on SERPs, tools for identifying long-tail keywords and search questions, and suggestions to help you rank internationally.

Price: $79-599/month

7. Google Trends

Another tool from the biggest name in search, Google Trends is a free-to-use keyword research tool that lets you search by specific words and phrases, or related queries.

Google Trends: Super bowl vs world cup searchScreenshot from Google Trends, March 2023

It breaks down results in a variety of useful ways, including interest by region, interest over time, and related topics and queries.

You can also compare two keywords to determine if one is trending more than another.

Price: Free

8. AnswerThePublic

Billing itself as a “search listening tool,” AnswerThePublic taps into autocomplete data from search engines and uses this to determine useful search questions and phrases.

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This information is then presented in a visual format that makes it easy to identify search volume divided by questions, prepositions, comparisons, and related searches.

It also provides an alphabetical list of keywords.

16 Best Keyword Research Tools For SEOScreenshot from AnswerThePublic, February 2023

It has a free version, which is useful if you’re only doing a small amount of research.

The Pro plan is better if you’re regularly performing SEO, as it gives you unlimited daily searches, priority customer support, and customization options.

Price: $9-199/month

9. QuestionDB

QuestionDB is a great way to discover relevant keywords that other keyword research tools may not suggest.

You enter a broad keyword, and it returns a list of highly specific questions related to it.

With this in mind, you can create content to target low-competition, high-potential words, and phrases, as well as establish authority within your niche.

It has both a free and paid version, with free accounts being limited to a maximum of 50 results per search.

Price: $0-50/month

10. Jaaxy

Claiming to be the “world’s most advanced keyword tool,” Jaaxy is an easy-to-use tool that gives you a lot of keyword ideas.

Developed for affiliate marketers, it provides a huge list of related words and phrases, as well as useful data on search volume, traffic, and competitor performance.

It also includes information about how your website is ranking under tracked keywords.

Price: Free (limited to 30 keyword searches per month)-$99/month

11. Long Tail Pro

Designed specifically to help SEO professionals identify long-tail keywords, Long Tail Pro includes five tools to cover all things SEO:

  • Keywords.
  • Rankings.
  • Backlinks.
  • SERP Analysis.
  • Site Audit.

Its keyword research tool offers a lot of functionality marketers may find useful, including keyword grouping, campaign metrics, and competition analysis.

But its true strength lies in its ability to uncover long-tail keywords from a broad seed, returning as many as 400 highly specific words and phrases in seconds.

Price: $24.75-

13. Majestic

Majestic has three keyword tools included in its suite of SEO tools:

  • Keyword Generator, which can be used to discover new keywords for content ideas and targeted advertising.
  • Keyword Checker, which provides an extensive index that tracks words and phrases.
  • Search Explore, which explores competition for keywords and provides a more granular view of ranking difficulty. This is only available in Pro-level plans.

Price: $41.67-399.99/month

14. Soovle

Combing sites like Google, Amazon, Bing, Wikipedia, and YouTube, Soovle suggests keywords that you may otherwise have overlooked.

16 Best Keyword Research Tools For SEOScreenshot from Soovle, February 2023

Results are displayed by website, allowing you to optimize your content for each one specifically.

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It lets you save suggestions for future reference, or download them in a .CSV file.

It also provides an alphabetical list of the top internet keywords, with the platform each one ranks highly on indicated by an icon.

Price: Free

15. Keyword Surfer

This tool is a bit different from the others listed here, in that it’s not a standalone platform, but rather a Chrome plugin.

Keyword Surfer gives you an intuitive way to collect and analyze search data, as well as separate your keywords into collections.

This plugin makes it easy to monitor search intent, uncover topic clusters and evaluate search volume at a glance.

Price: Starting at $49/month

16. Google Search Console

No list of keyword research tools would be complete without a mention of Google Search Console – even though it’s not technically one.

It’s included on this list for one primary reason: the performance report.

By breaking down your website’s performance, it tells you where your traffic is coming from, which queries are driving people to your site, and which pages are your best-performing.

This data can then be mined for new keyword opportunities and to optimize your existing content.

Even better, it lets you custom configure your reports, so you can include the data that’s most important to you.

Price: Free

Choosing The Right Keyword Research Tool

The tools listed here are just a few of your many options.

So, how do you choose the right platform for your needs, especially when many of them have the same, or similar functionality?

To help you decide, you should consider:

  • Your budget – Obviously, you need something that will give you the functionality you need at an affordable price. Free options can be useful, but they tend to be less robust than paid tools.
  • Your overall SEO strategy – What is the primary focus of your search engine optimization efforts? Are you seeking to establish yourself as an authority? Or do you want to attract new customers? Are you targeting people locally or internationally? Each keyword research platform has different strengths and weaknesses. Select one that’s well-matched to your goals.

Be sure to carefully evaluate your options. If you work as part of a team, invite everyone’s opinions.

They may have platforms they have used in the past that did or did not work. Understanding why can help you pick the best one for your needs.

And once you find the perfect one for you, you can start going after and landing traffic from more queries and generating more conversions.

More Resources:

Featured Image: Aysezgicmeli/Shutterstock

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The 9 Best Speech-to-Text Apps in 2023 (Tried & Tested)



The 9 Best Speech-to-Text Apps in 2023 (Tried & Tested)

Most speech recognition apps have no trouble transcribing a native speaker being recorded with a pro microphone in a quiet room. This isn’t a challenge.

So to test them more thoroughly, I created a “nightmare” recording of two non-native speakers with loud city background noise.

How did they fare?

Let’s find out. homepage

Otter was one of the most frequently mentioned solutions when we asked for suggestions on Twitter and in the Ahrefs community. And for good reason. It is easy to set up, has an intuitive interface, and offers clear pricing.

Unique features

What stands out from the rest is the app’s ability to record online meetings and transcribe them—simply by pasting the meeting URL. But you can also import a video/audio file or record audio right in the app.

Besides, you can connect your calendar to never miss a meeting.

Transcript quality

I got decent results, but there was a lot to edit too.

It didn’t get some names right. But I can’t blame any tool for not picking up “Ahrefs” or “Tim Soulo” 100% of the time. transcription results

One thing I found is that after it notified the transcriptions were ready, it might still do something in the background (adjust time stamps, tag speakers, etc.). Like a student still scribbling on a test paper while passing it to the teacher.


You can start for free and upgrade to a paid plan later. You can import up to three files and record 290 minutes of meetings before you need to upgrade (as of April 2023). homepage

Setting up an account was a no-brainer. I found the interface easy to navigate as well. One personal remark is that it felt a little too “cold” to use since I saw things like “Place Order,” “Billing,” and “Invoice” way too often. 

You might get an impression that it was designed by an accounting team (as opposed to Descript that comes next in this roundup).

Unique features

Besides auto-generated transcripts, Rev offers live captions for Zoom meetings. You also have the option to place an order for human transcriptions.

Transcript quality

Poor audio with city noise was a bit too much for Rev. Some words were missing, while others were misrecognized. As a result, some paragraphs didn’t make much sense, while others were fine. transcription results


You can transcribe the first audio file (up to 45 minutes) for free. I got a bill for $1.25 with a discount that resulted in a total of $0.00. Thanks, accounting team. 😉

Rev also has a 14-day trial of its paid plan. But that was tricky to find. To locate it, you need to go to the footer of the homepage and look for it under “Services.”

Footer of the homepage, via
Descript's homepage

Descript welcomed me by name (which was a nice coincidence). The main thing you have to know is that it is a standalone software rather than a web service. It is much more than a speech-to-text converter. It’s basically a video editing tool. And there’s definitely a learning curve. But thankfully, onboarding is extremely funny and engaging.

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Descript's onboarding is interactive and engaging

Unique features

As I mentioned, Descript is more of a video editing tool that is good with transcribing. I’d call it “Canva for video/captions.” You can add B-rolls, effects, animations, and more.

You can easily drag and drop and basically produce a complete video with its help. But if you just need a transcript or captions of a video or audio, you can do that too.

Transcript quality

My sample audio had quite muddy results. At times, it had difficulty recognizing abbreviations (e.g., SEO). I also had a problem with removing filler words like “uh” and “um.”

I found that if I didn’t choose an option to remove them, they, um, just stayed there even though I didn’t need them most of the time. But if I did choose to remove them, it occasionally ate up parts of other words, causing even more trouble.

Also, it couldn’t recognize parts that a human being would have no problem understanding just from context, e.g., “Jack of all trades” became ‘“jackal, trades.”

On the bright side, I believe you can still understand what the text is about.

Descript transcription results


You can start with basic functions for free and upgrade if needed.

MacWhisper app on

MacWhisper is a transcription tool powered by Whisper. It’s an automatic speech recognition (ASR) system developed by OpenAI, the same company that brought us ChatGPT.

As OpenAI states on its website:

Whisper is trained on 680,000 hours of multilingual and multitask supervised data collected from the web.

Whisper is not something you can simply “run” as is. What’s more, it is pretty complicated to set up if you do want to run it yourself. Github, Python—you get the gist.

Luckily, there are tools like MacWhisper that take this off your shoulders and let you use the power of AI in a simple user interface.

Unique features

Just plain speech-to-text recognition with time stamps. Unfortunately, it doesn’t auto-tag the speakers.

Transcript quality

When you run the tool, you have to choose a “model” to work with. Basically, the lighter the model, the quicker it will run. But larger models will produce better results. Also, in MacWhisper, those larger (better but slower) models are only available in the paid version.

I decided to start with the free “small” model, which was stated to have “normal speed with good accuracy.”

It was OK, but no better than the competitors. I assumed it would work fine with high-quality audio, but not with the horrible examples I fed to it.

“AI is overrated,” I thought. But before closing the Mac and switching back to my dear Windows PC, I decided to give the “large” model a try.

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And you know what, AI is not overrated. I found the results to be much better than anything else.

The transcript was really, really good. It even got things like “Ahrefs” and “SaaS” right! Though still not 100% of the time.

MacWhisper transcription results


You can run smaller models for free. For a large model, you’ll need to purchase a license.

AI Transcriptions by Riverside homepage

This tool is the easiest to use. Simply drag and drop your file—then it’s ready. It takes some time to process, though.

Unique features

Nothing besides downloading a transcription.

Transcript quality

My first impression was that the results were perfect because, visually, it delivered a confident-looking text:

AI Transcriptions by Riverside transcription results

But after proofreading, I realized that it simply did not include the parts it failed to recognize—sometimes several words in a row.


It’s free to use.

Adobe Premiere Pro homepage

Premiere Pro is not exactly a “transcription tool” but rather a video editing software. I’m including it because I assume that some companies may already have it in their arsenal (like we do).

To get to the transcription feature in Premiere Pro, just go to the “Captions and graphics” workspace and click “Create transcription.”

Premiere Pro interface—you can generate transcriptions in the "Captions and graphics" workspace

Unique features

If we take only speech recognition into account here, what it does well is creating precise time stamps, auto-tagging the speakers and, if needed, automatically adding an editable captions track to a video project.

Transcript quality

Let’s be straightforward: I found the noisy audio transcript to be a failure. I couldn’t comprehend what people were talking about in the first place.

Adobe Premiere Pro transcription results

Still, I think this feature can be really helpful if you are creating captions from high-quality audio. I used it myself several times and had nothing to complain about when the recording quality was good.


You need an Adobe Creative Cloud subscription to use Premiere Pro. homepage

While signing up and uploading files is rather straightforward, you have to spend some time answering questions about you and your company before you can finally get to the tool itself. And no, you can’t skip typing in your company name, your role, and your company size.

But once you get through this, the interface is clean and intuitive.

Unique features

You can generate a transcript or captions for video or audio. There is also an option to request a manual review of the transcript. Alternatively, you can generate subtitles in a different language, so you have transcription and translation in one click.

Happy Scribe features include transcription, subtitles, and foreign language subtitles

Transcript quality

Happy Scribe did a really good job transcribing the audio. It had no problem with words like “SEO” and “SaaS” (obviously the weakest point for many tools). It could also auto-tag the speakers, which might be helpful in certain situations.

Happy Scribe transcription results


I could test one file for free. After that, I would need to buy credits to be used for each minute of video or audio transcribed.

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Sonix is a tool for automatic transcriptions, translations, and integration with meeting apps.

Unique features

Besides meetings integration, which is almost a given for most tools, AI summary generation is an interesting feature (in beta as of April 2023.) But I already got impressive results from it.

AI summary from Sonix

You also get some extra tools to work with video captions—a timeline view and an option to split captions into several lines. You can also import an existing transcript, and Sonix will sync it with the audio.

Transcript quality

Sonix has a custom vocabulary feature. I found that helped a bit with names like “Tim Soulo” and “Ahrefs,” but it didn’t work 100% of the time. It mostly did well. But at times, it mistook SEO for CEO and returned the word “Excel” seemingly out of nowhere.

The transcript made sense in general but required quite a lot of edits if it needed to be perfect. transcription results


Sonix has a free trial for 25 minutes of transcriptions. After that, you need to purchase pay-as-you-go credits or get a subscription. homepage

Notta is yet another transcription service that works for both real-time meetings and existing recordings.

Unique features

Besides transcription, Notta focuses on streamlining certain workflows and offers features such as calendar sync and scheduler (in beta as of April 2023).

Transcript quality

Background noise and poor audio quality were not deal breakers for Notta. The transcription results turned out mostly OK but still had some problems. transcription results

Sentence structure was sometimes a bit weird, certain words went missing, and my favorite “Jack of all trades” part wasn’t that neat this time.

Inconsistency in Notta's transcription

Another thing worth noting is that, for some reason, it failed to recognize two speakers, and the whole interview was tagged as “Speaker 1.”


You can start with a free basic subscription and try a three-day trial of the paid plan, Notta Pro.

Final thoughts

As you can see, there are plenty of tools to choose from. Still, it seems that OpenAI stirred things up a bit by releasing a free ASR (automatic speech recognition) system, which I found to be considerably more capable than others.

But pure speech recognition quality is just one factor. Maybe you do need to record your Zoom meetings (Otter), work with captions in a large video project (Premiere Pro), or quickly create a Canva-style video (Descript).

Also, I need to stress that I was trying to push these tools to the edge by giving them the worst-case scenario recording. For more natural uses, the differences in the outcome might be much less noticeable.

It’s great to see that there are so many options out there, and I hope this review will help a bit in finding the one that is perfect for you.

Got questions? Ping me on Twitter.

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Amazon Product Review Best Practices



Amazon Product Review Best Practices

Reviews are a fundamental part of buying on Amazon. They have also been one of the areas that have changed the most over the last decade.

As Amazon continues to mature as a marketplace, it has become very sensitive to review manipulation. Using outdated tactics can trigger Amazon to remove most, if not all, of your listings.

Even worse, if you are identified as someone manipulating reviews on Amazon, you could be permanently banned from the platform.

Amazon is stringent about reviews because, in the not-too-distant past, reviews were the primary way to manipulate the Amazon search algorithm to have your product show up at the top of search.

While reviews are still important for marketing your products on Amazon, the best practices around reviews have changed significantly in the last few years.

Many of even the legitimate ways used by sellers to gather reviews have disappeared or can now potentially get your listing flagged.

In this article, we will discuss some of the most critical information when creating a product reviews strategy on Amazon in today’s climate.

Over the last several years, Amazon determined that many practices around soliciting reviews were diminishing the reputation of reviews on its platform.

As a result, significant changes around actively monitoring review manipulation are put in place. It includes changing the regulations around how Amazon can reach out to customers to get reviews and what kind of incentives can be offered.

Amazon has tried to balance giving sellers legitimate ways to get their products reviewed while limiting the amount of fraud around reviews.

Having customers trust Amazon reviews is a top priority to protect how reviews are regarded on the platform.

Fundamentals Of Amazon Product Reviews

The importance of reviews derives from the credibility they provide to your product. They help the customer determine if your product is a good fit and can be trusted to be sufficient in quality.

Reviews, in turn, help your listing conversion and even your ad conversion.

Often, the question most sellers struggle with is this: How many reviews do I need for my product to succeed on Amazon?

The answer to that will largely depend on how commoditized or competitive your product category is.

The more competitive your category, the more reviews your product will need to compete against similar products.

For example, if you launch a mobile phone case, you will compete with other items with 10,000 or more reviews. This shows that to have your reviews provide real credibility to your product, you will need a larger number of reviews.

On the other hand, if your product is very niche, you may only need 5 to 15 reviews to be retail-ready. Amazon recommends at least 15 reviews for a listing before you start scaling advertising.

However, for niche products, Amazon has successfully ramped up advertising with strong performance well before that total number of reviews.

Finally, brand awareness will also impact the role of reviews for your product. For example, an official Lego product will sell well despite no reviews.

This is because there is a much-existing affinity for the brand. That same product will sell better, and ads will convert at a higher return on investment (ROI) once it has established reviews.

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However, the product doesn’t need reviews to make the customers feel confident in their purchase.

Reviews should be an important part of your listing optimization strategy. This does not only apply to converting traffic that comes to your listing but also to increasing the amount of traffic that comes from the search engine result page (SERP).

Keep in mind that your product rating score will show up in the SERP as well as in your ads. Additionally, customers can filter their results by average reviews.

Screenshot from Amazon, March 2023

While it is common for brands to be concerned with any negative review, know that an occasional negative review can help show buyers that your reviews are authentic. No product has a 100% adoption rate.

You should be proactively working to reduce the number of negative reviews on your products. Do this by ensuring your product detail page is as clear as possible.

You should also be reviewing Voice of the Customer in Seller Central on a weekly basis to identify any potential negative customer experiences before Amazon might suppress your listings.

Voice of the Customer is an important tool to be able to anticipate issues with quality control or even the content of your listing.

You should look at all negative customer experiences (NCX) to see what you can do proactively to avoid future returns and negative reviews.

Voice of the Customer can be found in Seller Central under the Performance tab.

Amazon Voice of the Customer Screenshot from Amazon, March 2023

Use Voice of the Customer as part of your Amazon review strategy to help you limit negative reviews on your products. This can also help you avoid Amazon Standard Identification Number (ASIN) restrictions and reduce your overall return rates.

Feedback Vs. Reviews & Ratings

One common point of confusion for new sellers is the difference between feedback and reviews.

“Seller Feedback” refers to the customer’s experience with the seller, not the product itself.

Seller Feedback

Sellers are rated on different factors, such as shipment times, packaging, product accuracy, and significant customer service experiences.

Seller feedback is found on the Seller Central dashboard, the seller store page, and the product detail page by clicking the offers link.

Seller feedback: AmazonScreenshot from Amazon, March 2023

Product Reviews

Product reviews specifically rate whether the product meets the customer’s expectations.

Product reviews are located at the bottom of the detail page, while the total of both reviews and product ratings are displayed at the top of the listing, below the brand name.

It is important to note that it is against Amazon’s terms of service to have family, friends, or employees review your product or a competitor’s product.

Reviews that violate community standards can be flagged for removal. Amazon will only remove reviews that violate the specific conditions outlined in the community guidelines.

Customer reviews: AmazonScreenshot from Amazon, March 2023

Recently, Amazon started allowing customers to provide ratings without giving a review.

It has the same star rating as reviews (one to five) and counts toward your overall customer review totals, but it has no accompanying text. This is why some products might have thousands of stars but only a handful of written reviews.

Programs To Help You Get Legitimate Reviews

Amazon has implemented some tools to help sellers get reviews, especially newcomers to the platform that need those coveted first reviews.

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Amazon Vine

Amazon Vine is a program exclusive to those brands enrolled in the Brand Registry Program.

Here is what Amazon says about the Vine program:

“Amazon Vine invites the most trusted reviewers on Amazon to post opinions about new and pre-release items to help their fellow customers make informed purchase decisions. Amazon invites customers to become Vine Voices based on their reviewer rank, which is a reflection of the quality and helpfulness of their reviews as judged by other Amazon customers.

Amazon provides Vine members with free products that have been submitted to the program by participating vendors. Vine reviews are the independent opinions of the Vine Voices. The vendor cannot influence, modify, or edit the reviews. Amazon does not modify or edit Vine reviews, as long as they comply with our posting guidelines. A Vine review is identified with the green stripe Customer review from the Amazon Vine Program.”

Amazon handpicks Vine reviewers due to their expertise and history in reviewing a certain product category, so expect highly detailed and honest reviews.

In this Amazon-coordinated program, you send customers your product, and they give you a review in return.

Before enrolling in the Vine program, you must be confident your product will surprise and delight your customers.

Amazon usually waits until a newly launched product has at least five positive reviews before enrolling in the Amazon Vine Program. This allows the platform to ensure no breakage, quality, or content issues must be addressed.

Amazon Vine reviewers are notoriously detailed and honest.

Negative reviews from a Vine user can be especially detrimental because of the length and detail. However, a glowing review can go a long way in helping to build trust and increase conversion for your products.

The cost for utilizing this program is $200 per parent ASIN. There are also specific requirements for the program, including:

  • Be brand registered in Amazon Brand Registry.
  • Have fewer than 30 reviews on the product detail page.
  • Have a buyable Fulfillment by Amazon (FBA) offer in “New” condition.
  • Not be an adult product.
  • Have already launched at the time of enrolment.
  • Have available inventory.
  • Have an image and a description.

Introduction To “Request A Review” Button & Ratings

In 2020, Amazon released a new tool for sellers: A button for each order a customer places within the last 5 to 30 days.

Sellers can now simply click the Request a Review button, and an email is auto-generated and sent to the customer.

As a seller, you click on the button then the buyer will receive an email soliciting a star rating for both the product and the seller.

The email is not customizable, and it is sent to customers by Amazon itself, which helps to avoid the complications of making sure that your wording complies with the terms of service, while still being able to request reviews on all your orders.

Amazon email notification for buyersScreenshot by author, March 2023

Using the Request a Review button can be done with the following steps.

To send your customer a request for a seller and product rating, go to Seller Central > Orders > Manage Orders.

Amazon Product Review Best Practices

If you are primarily FBA, make sure it says “View Seller Fulfilled Orders.” If it says View FBA orders, click that link.

This allows you to toggle between the fulfillment methods.

Then, find the order you want to request a review for and click on where the order number is displayed.

Manage orders from AmazonScreenshot from Amazon, March 2023

Then click the Request a Review button.

Manage orders from AmazonScreenshot from Amazon, March 2023

Several tools on the market now allow to automate this process. It is always important to ensure that the third-party software you use follows Amazon’s terms of service.

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Reviews are still vital on Amazon to help you increase conversion rates and lower advertising costs. However, they are no longer the quick-and-easy hack to get the top of the organic results they once were.

Request a review button: AmazonScreenshot from Amazon, March 2023

As more sellers use this tool, Amazon sees an increase in the number of product ratings without accompanying text.

Soliciting Reviews

Here is what Amazon says about soliciting reviews:


If you ask others to post content about your products, keep it neutral. For example, don’t try to influence them into leaving a positive rating or review.

Don’t offer, request, or accept compensation for creating, editing, or posting content. Compensations include free and discounted products, refunds, and reimbursements.

Don’t try to manipulate the Amazon Verified Purchase badge by offering reviewers special pricing or reimbursements.

Have a financial or close personal connection to a brand, seller, author, or artist?

  • It’s OK to post content other than reviews and questions and answers, but you need to clearly disclose your connection. However, brands or businesses can’t participate in the community in ways that divert Amazon customers to non-Amazon websites, applications, services, or channels. This includes ads, special offers, and “calls to action” used to conduct marketing or sales transactions. If you post content about your own products or services through a brand, seller, author, or artist account, additional labeling isn’t necessary.
  • Authors and publishers can continue to give readers free or discounted copies of their books if they don’t require a review in exchange or try to influence the review.”

It is important to actively reach out to customers to get reviews, but also know that it is better to wait for the reviews to accrue over time rather than trying to cheat the system and have your other reviews removed or, worse, potentially have an account suspension.

This also helps to ensure that customers can feel confident in the authenticity of reviews on Amazon.

While many review services on the market promise to cheat the system to get more reviews, remember that Amazon is aggressively pursuing these companies by closing loopholes and even by using litigation to stop these tactics.

If Amazon catches you using black hat tricks for reviews, it can be very difficult to be reinstated, and you could lose access to the platform as a whole.


For our clients, we find that we can gather enough reviews to obtain customer confidence with the available programs. This includes utilizing Voice of the Customer to avoid negative reviews and strategically organizing variation listings on Amazon to have healthy conversion rates.

As the marketplace grows, Amazon is closing the quick and easy ways to rank; sellers need to learn to develop more strategic launches with products that customers genuinely love.

This has also allowed Amazon to rebuild some of the trust customers have in the reviews on the platform.

Because Amazon is a dynamic and ever-changing ecosystem, it’s essential to regularly check for updates and changes to the terms of service and marketplace guidelines.

Everything in this article is based on the specific state of Amazon Policies at the time it was written.

However, policies can change quickly, so double-check the policies to ensure that what is being recommended here is still the current policy.

More Resources:

Featured Image: Black Salmon/Shutterstock

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