How to use Amazon’s Early Reviewer Program

Understanding the Early Reviewer Program

The Early Reviewer Program allows sellers to solicit feedback from customers who have purchased their newly launched products. Amazon incentivizes customers to leave honest reviews by offering them a small reward, like a gift card, for their participation. The goal is to help improve the product’s rating and visibility in search rankings within Amazon’s platform.

Who Can Use the Early Reviewer Program?

The Early Reviewer Program is specifically designed for sellers enrolled in Amazon’s Brand Registry. Brands must have a registered trademark to qualify. The program is primarily beneficial for products with fewer than five reviews, making it an appealing option for new product launches.

How to Set Up the Early Reviewer Program

Setting up the Early Reviewer Program is a straightforward process. Here’s how you can get started:

1. Verify Eligibility: Before you proceed, confirm that you are enrolled in Amazon’s Brand Registry. You can check this in your Amazon Seller Central account. Ensure that your product is eligible for the program, meaning it has fewer than five reviews.
2. Choose the Right Products: Select products that you believe could benefit most from initial reviews. Focus on new products or those that have failed to gain traction in terms of customer feedback.
3. Enroll Your Product(s) in the Program:
   • Navigate to the “Advertising” tab in your Amazon Seller Central account.
   • Click on “Early Reviewer Program.”
   • Select the products you wish to enroll in the program. You may choose multiple products.
   • Be aware that each product may incur a participation fee, which varies and should be reviewed before proceeding.
4. Set Up the Program: Once you have selected your products, you will need to finalize your enrollment. Confirm your selections and review any associated fees. Amazon will manage the rest, including sending out survey requests to customers.
5. Monitor Your Reviews: After enrollment, monitor the reviews that come in. Customers who purchased your products will receive an email from Amazon encouraging them to leave feedback. Keep an eye on the review count and rating as they come in.

Best Practices for Optimizing the Early Reviewer Program

To ensure that you get the most out of the Early Reviewer Program, consider the following best practices:

1. Product Listings Optimization: Before enrolling in the program, ensure that your product listings are fully optimized. Use high-quality images, detailed product descriptions, and relevant keywords. A well-crafted listing increases the likelihood of a purchase and, consequently, a review.
2. Quality Control: Ensure that your product quality is up to par. Products that meet or exceed customer expectations are more likely to receive positive reviews. If customers are satisfied with their purchase, they are more inclined to leave positive feedback, which benefits your rating.
3. Leverage Other Review Strategies: The Early Reviewer Program can be complemented with other strategies, such as the Amazon Vine Program, customer engagement post-purchase, and encouraging feedback. Excellent customer service can turn an average experience into a positive review.
4. Customer Follow-Up: Consider sending personalized follow-ups post-purchase (outside Amazon’s review solicitation). Remind customers about their experience and encourage them to share feedback. While you cannot directly ask for a positive review, a reminder can spark memories of new purchases.
5. Respond to Reviews: Engage with reviewers by thanking them for their feedback and addressing any concerns they raise. This shows prospective customers that you care about feedback and are willing to improve your product if necessary.
6. Use Analytics Tools: Utilize Amazon’s analytics tools to track your performance. Monitor metrics such as sales, the number of reviews, and overall listing performance. Analyzing this data can help you adjust your strategy moving forward.

Costs and Limitations of the Early Reviewer Program

While the Early Reviewer Program can be a fantastic tool, it’s important to be aware of associated costs and limitations:

1. Enrollment Fee: There is typically a small fee for each product enrolled in the ERP, which can add up if you have multiple products. Evaluate whether the expected increase in reviews justifies the cost.
2. Duration of Participation: The program will solicit reviews for a limited time (generally for up to 12 months or until you receive five reviews). Once this limit is reached, you may need to consider alternative review strategies for sustained momentum.
3. Customer Participation: Not all customers will participate even if incentivized. Thus, there’s no guaranteed outcome. Successful outcomes depend on product quality and buyer enthusiasm. It’s essential to manage expectations regarding the impact of the program.
4. Reviews Must Be Honest: Amazon ensures that all reviews collected through the Early Reviewer Program are honest and unbiased. So while you may gain more reviews, experience with the program will vary based on customer sentiment.

Ethical and Compliance Considerations

Engaging in customer feedback initiatives requires an understanding of ethical and compliance guidelines laid out by Amazon:

1. Do Not Manipulate Reviews: Engaging in practices to artificially inflate ratings or solicit only positive reviews violates Amazon’s review policies and can result in account suspension.
2. Incentives are Limited: Any incentive should be discreet and non-deterministic; customers should not feel pressured or compelled to leave a particular rating.
3. Follow Amazon’s Policies: Always stay updated on Amazon’s policies regarding reviews. The marketplace constantly updates its guidelines, and compliance is critical to maintaining your seller account.

Amazon’s Early Reviewer Program can be a powerful component of your overall marketing strategy for new product launches. By understanding its structure, implementing best practices, and adhering to compliance guidelines, you can enhance your product’s credibility and visibility within Amazon’s ecosystem. Remember that while the program does simplify the process of gathering reviews, it is vital to couple it with quality products and excellent customer service to foster long-term success on the platform. As you continue navigating the complexities of e-commerce and Amazon selling, the value of real, honest feedback remains a cornerstone of building a reputable brand.

While the Early Reviewer Program is not a silver bullet, it is a valuable tool that, when combined with a holistic approach to product management and customer engagement, can create a solid foundation for future growth and sales on Amazon