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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 Using outdated tactics can trigger Amazon to remove most, if not all, of your listings.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.

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.

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.

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:

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4 Ways To Try The New Model From Mistral AI




4 Ways To Try The New Model From Mistral AI

In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.

What Is Mixtral-8x7B?

Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.

Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.

A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.

This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.

Mixtral-8x7B Performance Metrics

Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.

It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.

This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.

mixtral-8x7b performance metrics compared to llama 2 open source ai modelsmixtral-8x7b performance metrics compared to llama 2 open source ai models

It’s like having an assistant who can understand complex ideas and express them clearly.

One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.

For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.

This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.

The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.

This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.

How To Try Mixtral-8x7B: 4 Demos

You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.

Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.

User feedback for new models like this one will help companies like Mistral AI improve future versions and models.

1. Perplexity Labs Playground

In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.

In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.

mixtral-8x7b perplexity labs playgroundScreenshot from Perplexity, December 2023mixtral-8x7b perplexity labs playground

While the answer looks correct, it begins to repeat itself.

mixtral-8x7b errorsScreenshot from Perplexity Labs, December 2023mixtral-8x7b errors

The model did provide an over 600-word answer to the question, “What is SEO?”

Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.

what is seo by mixtral-8x7bScreenshot from Perplexity Labs, December 2023what is seo by mixtral-8x7b

2. Poe

Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.

These bots cover a wide spectrum of capabilities, including text, image, and code generation.

The Mixtral-8x7B-Chat bot is operated by Fireworks AI.

poe bot for mixtral-8x7b firebaseScreenshot from Poe, December 2023poe bot for mixtral-8x7b firebase

It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.

When asked what the best backlinks for SEO are, it provided a valid answer.

mixtral-8x7b poe best backlinks responseScreenshot from Poe, December 2023mixtral-8x7b poe best backlinks response

Compare this to the response offered by Google Bard.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIMixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Google Bard, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

3. Vercel

Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.

vercel mixtral-8x7b demo compare gpt-4Screenshot from Vercel, December 2023vercel mixtral-8x7b demo compare gpt-4

It offers an interesting perspective on how each model interprets and responds to user questions.

mixtral-8x7b vs cohere on best resources for learning seoScreenshot from Vercel, December 2023mixtral-8x7b vs cohere on best resources for learning seo

Like many LLMs, it does occasionally hallucinate.

mixtral-8x7b hallucinationsScreenshot from Vercel, December 2023mixtral-8x7b hallucinations

4. Replicate

The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Replicate, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

In the example above, Mixtral-8x7B describes itself as a game.


Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.

As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.

Featured image: T. Schneider/Shutterstock

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OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X




OpenAI Investigates 'Lazy' GPT-4 Complaints On Google Reviews, X

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

Screenshot from X, December 2023OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.

OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing

OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.

chatgpt openai a/b testingScreenshot from X, December 2023chatgpt openai a/b testing

The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.

Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.

OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues

This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.

Complaints also appeared in OpenAI’s community forums.

openai community forums gpt-4 user feedbackScreenshot from OpenAI, December 2023openai community forums gpt-4 user feedback

The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.

openai google reviews star rating Screenshot from Google Reviews, December 2023openai google reviews star rating

A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.

openai reviewsScreenshot from Product Hunt, December 2023openai reviews

GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.

The complaint:

yelp openai chatgpt reviewScreenshot from Yelp, December 2023yelp openai chatgpt review

In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”

google review for openai toxic workersScreenshot from Google Reviews, December 2023google review for openai toxic workers

The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.

openai employee review on glassdooropenai employee review on glassdoor

openai employee reviewsScreenshots from Glassdoor, December 2023openai employee reviews

This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.

openai inc google business profile local serps google reviewsScreenshot from Google, December 2023openai inc google business profile local serps google reviews

Google SGE Highlights Positive Google Reviews

In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.

The most positive review mentions about the company appear in Google SGE (Search Generative Experience).

Google SGE response on OpenAIScreenshot from Google SGE, December 2023Google SGE response on OpenAI


OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.

Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.

As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.

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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites




ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.

Some users who signed up for the waitlist have received invites to join ChatGPT Plus.

Screenshot from Gmail, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

This has resulted in a few shares of the link that is accessible for everyone. For now.

RELATED: GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Unfortunately, they still aren’t accessible without a Plus subscription.

chatgpt plus subscriptions upgrades paused waitlistScreenshot from ChatGPT, December 2023chatgpt plus subscriptions upgrades paused waitlist

You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from OpenAI, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Why Are ChatGPT Plus Subscriptions Paused?

According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.

The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.

Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.

When Will ChatGPT Plus Subscriptions Resume?

So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”

Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.

What Are GPTs?

GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.

Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.

There are also GPTs for analyzing Google Search Console data.

And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.

Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.


Weighing The Benefits Of The Pause

Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).

But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.

custom gpts for seoScreenshot from ChatGPT, November 2023custom gpts for seo

Featured image: Robert Way/Shutterstock

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