Ken Zhou

Ken Zhou is the CEO of Seller Interactive, a digital marketing agency focusing on Amazon and Ecommerce. With nearly a decade of experience in managing high-performance teams, Ken brings a unique combination of strategic vision, business acumen, and hands-on leadership. He has a proven ability to streamline processes, optimize resources, and drive growth, resulting in increased efficiency, improved customer satisfaction, and outstanding business outcomes. Ken is a graduate of McMaster University and holds a Computer Programmer Diploma from Seneca College. He is dedicated to staying ahead of the curve in the ever-evolving tech landscape. Fun fact: Ken is an avid car enthusiast and enjoys following the UFC. LinkedIn
How Amazon FBM Can Help Your Business During an Unprecedented Crisis

The COVID-19 pandemic undeniably shook the world to its core and adversely impacted millions of lives and industries. Unsurprisingly, among those affected are Amazon sellers and business owners. Fortunately, a fulfillment method, Amazon FBM or Fulfillment by Merchants, managed to save several troubled sellers’ days during the height of the pandemic. 

How was the fulfillment process able to salvage thousands of Amazon stores amidst the effects of COVID-19? Let’s unveil the benefits of switching to the FBM model and learn how it can help your Amazon business during an unprecedented crisis. 

An Overview of Amazon Operations During the COVID-19 Pandemic

To get a glimpse of the challenges faced by some Amazon sellers during the pandemic, watch our interview with Stephen Somers, co-founder of Marketplace SuperHeroes.

Most people worldwide were forced to stay home due to lockdowns amidst the COVID-19 pandemic in 2020. As a result, online shopping became the norm, and naturally, digital activity in e-commerce platforms like Amazon skyrocketed like crazy. 

This adverse result led Amazon sales to spike, leading to bigger and stronger competition among sellers. 

For this reason, many sellers tried various methods to keep their stores afloat, such as regularly optimizing their product listings and engaging in PPC strategies.   

However, these practices in the marketplace policies weren’t fruitful enough. 

Most third-party and Amazon FBA sellers had to scramble for band-aid solutions to their problems. In addition, the customer-centric company accordingly adjusted its systems to accommodate the shoppers' demands.

  • Due to the pressing need for medical supplies and household products, the retail giant released an urgent moratorium detailing the barring of non-essential goods from being stocked in Amazon’s warehouses from March 17 until April 5, 2020.
  • The marketplace released a statement on September 2, 2020, announcing that FBA sellers who fail to go through with their exact shipping details may have their selling privileges revoked and their accounts suspended. 

Unfortunately, the latter statement was released late as the policy was effective starting August 25. This mishap caused hundreds of unaware sellers to be wrongly penalized and get untimely account suspensions.

Plenty of FBA businesses took the brunt of these sudden policy changes. FBA account holders whose brands don’t carry medical or household goods had limited inventory in Amazon’s fulfillment centers, halting their operations and causing their sales to suffer. 

The good news is there’s another option for troubled FBA sellers!

Amazon offers the merchant fulfilled network (MFN), also called FBM. Creating an FBM account helped sellers succeed in dodging the dreaded COVID-19 impact on their business. Let’s discuss more about that in the subsequent sections.

closeup shot of a phone screen showing the Amazon seller app against a colorful wallpaper

Into Amazon’s Fulfillment Network: The Basics of Being an Amazon FBM Seller

Of course, before we can discuss how FBM managed to save thousands of Amazon businesses amidst the pandemic, it’s only right to understand the nature of the fulfillment method and explore its key concepts.

As the name indicates, FBM takes full responsibility for managing inventory, shipping their products, and handling customer support. They do all these sans an Amazon Prime badge. FBM is the way to go if your line-up does not carry many products.

Amazon gives FBM sellers two options for their shipping settings: Individual or Professional Plans

  • FBM business owners who wish to follow Amazon's shipping settings and rates can use the Individual Plan.
  • FBM sellers using the Professional Plan can adjust the shipping rates and charges and customize shipping templates to match their preferences.
🧐 Alternatively, FBM sellers can also use Amazon buy shipping services to help with shipping labels and tracking orders.

Review the advantages and disadvantages below to better understand how an FBM account can work for you.

Pros Cons
  • Choose your delivery partners and network, reducing shipping charges significantly.

  • You have more control over your shipping cost and inventories. It does not require a 300-order trial phase in Seller Fulfilled Prime (SFP).

  • FBM sellers have a chance to avoid probable losses resulting from any changes in Amazon's policies.

  • Spare paperwork and concentrate on managing your business.
  • You get fewer chances of winning the "Buy Box," especially if you have many competitors.

  • Your customers cannot take advantage of Amazon Prime privileges.

  • You miss out on capturing the interest of Prime members who only shop from SFP sellers or are uncomfortable shouldering additional shipping costs.
  • FBA vs. FBM

    How different is Fulfillment by Merchant (FBM) from Fulfillment by Amazon (FBA), and which fulfillment process is better? It all boils down to how your products are managed and shipped. Let’s highlight their differences by comparing their pros and cons below.

    graphic showing the differences between Amazon FBA and FBM

    Not sure which one to choose? Or are you considering both? Here’s our quick expert advice to help you decide which fulfillment method suits your business.
    shot of a person holding a magnifying glass over a computer screen highlighting the words “Amazon and covid-19”

    How can Amazon FBM safeguard your Amazon business during a crisis?

    After knowing the differences between these two fulfillment methods, it’s time to learn how FBM became a safety net for third-party sellers on Amazon during the pandemic and can aid businesses during future crises.

    According to JungleScout’s comprehensive report on Amazon transactions during the COVID-19 pandemic, more than 40% of Amazon sellers switched their fulfillment processes from FBA to FBM partially or entirely during that time. 

    An FBM account helped companies and entrepreneurs stay afloat during pressing times like the COVID-19 pandemic despite lower profit margins. Here are a few types of unexpected crises and how FBM may be a safe option for your Amazon business.

    Type of CrisisWhat FBM Can Do
    Organizational (e.g., workplace violations in Amazon FBA warehousesShipment operations remain unaffected when Amazon changes its policies for its FBA warehouses.
    Personnel (e.g., theft or lost items in FBA warehouses) Overseeing all of your storage and shipping operations helps you avoid such issues.
    Natural (e.g., FBA policy changes during a pandemic, destruction due to natural disasters)FBM sellers won’t experience any shortages in product inventory. Shipment operations will continue to run smoothly.
    Financial (e.g., recession, economic crash, inflation)An FBM account maintains control over shipping and inventory costs, providing cost savings during financial crises.

    What’s more, instead of simply using either one of the fulfillment methods, it’s best to be flexible and have both FBA and FBM. By doing so, you won’t have to stop store operations when one fulfillment method is affected during a crisis.

    In a Nutshell

    Switching to an FBM account may save your business from the negative effects of crises like the COVID-19 pandemic on online retailing. During the lockdowns, Amazon's FBA fulfillment centers restricted storage for non-essential items, causing difficulties for many FBA sellers to deliver products on time. 

    To address these challenges, some sellers swiftly switched to the FBM method.

    However, it’s still best to contemplate the consequences before making a decision. Analyze your business's inventory and sales reports thoroughly.

    To help you better see the bigger picture without losing sight of the nitty-gritty, consult with a certified account manager specializing in Amazon. Their expertise provides a realistic view of the consequences and a more comprehensive understanding of your situation.

    Overcome Any Crisis and Thrive on Amazon With Seller Interactive!

    Depending on the circumstances, the account manager may advise you to stay with FBA, use FBM, combine both methods, or switch to an SFP account. Regardless, working with an Amazon seller account expert will always benefit your business. Their expertise will guide you to make intelligent decisions and help your business flourish. Not yet connected to an account manager? Do not miss out on the benefits of working with an Amazon specialist. Inquire with Seller Interactive by booking a call today.

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    Amazon FBA vs. Dropshipping: A Comparison Guide for Sellers

    In the ever-evolving world of ecommerce, aspiring and seasoned sellers are constantly looking for opportunities to maximize their profits. If you’re torn between the popular Amazon FBA vs. dropshipping ecommerce business model, you’re in the right place!

    In this guide, we will compare Amazon FBA and dropshipping to help you determine which will work best for your Amazon business.

    a graphic showing the differences between amazon fba and dropshipping, factors: start up expenses, customer base, profit margin, direct customer contact.

    Amazon FBA at a Glance

    Fulfillment by Amazon (Amazon FBA) is a program that allows sellers to outsource order fulfillment to Amazon. 

    If you sign up for Amazon FBA, your products will be sent to an Amazon warehouse, where they will handle the entire fulfillment process, from picking, packing, and shipping customer orders. In return, sellers pay Amazon for fulfillment and storage fees.

    a graphic on how amazon fba works, from left to right: seller ships products to amazon, amazon stores products, customer orders online, amazon ships the order. 

    Benefits of Amazon FBA

    Aside from Amazon handling the fulfillment process for sellers who have signed up for the program, their products also become eligible for Amazon Prime’s free two-day shipping. When a store offers low to no shipping costs, it attracts customers to purchase.

    Check out more significant advantages of enrolling in the Amazon FBA program:

    Higher Profit Margins

    Like wholesaling, you can scale your business with Amazon FBA. This method offers specialized fulfillment services such as FBA Export, Multi-Channel Fulfillment, Amazon Global Logistics, and more without new investments in capital or staffing. This helps Amazon FBA sellers save on expenses and gain a high profit margin

    Exposure to an Extensive Customer Base

    Unlike the dropshipping model (where you can only focus on several customers at a time), FBA exposes you to a huge customer base. Enrolling in Amazon FBA allows your listings to be displayed with the Prime logo. You can sell more specifically to millions of Prime members with high purchasing power.

    Dedicated Customer Service

    Say goodbye to fielding customer inquiries, complaints, and other customer service issues. With FBA, Amazon will handle customer service and will coordinate with your customers on your behalf. This gives Amazon sellers more time to focus on their online store instead of spending it on customer service tasks.

    Drawbacks of Amazon FBA

    While Amazon FBA offers great benefits for sellers, it also has its own set of limitations:

    FBA Cost

    Compared to Amazon dropshipping, selling on Amazon FBA needs an upfront investment. You’ll pay Amazon FBA fees, including your chosen selling plan, referral, and fulfillment fees.

    Storage Fees

    It’s good that you don’t have to invest in a warehouse for your inventory after sending them to Amazon’s fulfillment centers. However, if your products do not sell, paying long-term storage fees could hurt your business even more, especially if you’re a newbie seller.

    Tips to Succeed in Amazon FBA

    Whether you’re a newbie in growing your business or a seasoned seller, here are some tips to help you succeed in FBA:

    • Manage excess FBA inventory regularly to save on costs.
    • Regularly check your Inventory Performance Index (IPI) score to avoid overage fees and limits on sending more inventory.
    • Use Inventory Age tools to understand how much inventory you hold and how long they’ve been in Amazon fulfillment centers.
    • Include pricing and condition information to keep your product listings active.

    An Overview of Amazon Dropshipping 

    Amazon dropshipping is another business model where you sell your product on Amazon and ship customer orders yourself. You’ll need a minimal upfront investment as you still have to pay Amazon selling fees.

    In dropshipping, you can sell retail or branded products purchased from a dropshipping supplier. It’s also important to note that you will be identified as the seller on external packaging, invoices, and packaging labels, not your supplier or manufacturer.

    a graphic on how dropshipping works on amazon, from left to right: customer places the order, seller receives the order, seller forwards the order to dropshipper, customer receives the product.

    Benefits of Dropshipping on Amazon

    The key advantage of dropshipping on Amazon lies in its simplicity. It has made it easier for dropshippers to enter the ecommerce industry. Plus, the dropshipping business model doesn’t limit sellers with physical constraints such as warehouse space or manufacturing capacity.

    Aside from that, dropshipping also offers the following benefits to sellers:

    More Affordable Startup Costs

    Unlike wholesaling and other business models, you do not need an inventory to start selling under the dropshipping model. Your dropshipping suppliers handle the inventory management. They will also be responsible for shipping the products to your customers. 

    For every product you sell, a portion of your proceeds goes to the amount you paid for the product plus the shipping cost, if any.

    Fast and Easy Business Set-up

    The fact that you no longer have to deal with inventory and storage already relieves you of more than half the burden of setting up your online business. You only have to find a reliable supplier. After that, you must prepare your dropshipping store and devise an effective marketing strategy for your launch.

    Hands-Off Operation Privilege

    You will never run out of options when it comes to apps and plugins that will help you run your business. There are several dropshipping tools and software that you can use at any time. All these technological devices combined allow you to run a fully automated online business.

    Drawbacks of Amazon Dropshipping

    Dropshipping attracts aspiring sellers primarily because it offers low startup expenses. However, it also has disadvantages that you should also consider:

    Higher Competition

    Amazon dropshipping faces higher competition than Amazon FBA because it requires lower upfront investment and is more accessible to a larger number of sellers. This results in a crowded marketplace. 

    Amazon FBA, on the other hand, involves a higher upfront investment and more complex logistics, which limits the number of sellers who participate. 

    Lack of Quality Control

    As the products you sell will be shipped directly from the manufacturer or supplier, you won’t have control over the product’s quality. If you want to ensure the products you’ll sell are high quality, order samples from your supplier before working with them. 

    Customer Service Issues

    Dropshipping allows you to do things on your own business. However, customer service management will be more challenging. As a seller, you are directly responsible for handling customer inquiries and issues, whereas if you’re enrolled in Amazon FBA, Amazon takes care of customer service aspects.

    Strategies to Succeed on Amazon Dropshipping

    Success as a dropshipper is not as elusive as beginner Amazon sellers might think. Although it comes with its own challenges, you can still earn a decent profit, which you can use to expand your business. 

    As a dropshipper, you can employ a few strategies to help boost your sales while providing total customer satisfaction. Among them are:

    • Work with a respectable supplier with a proven track record of excellent customer service. Ask questions about their inventory management, how they ship orders and payment terms.
    • Actively request feedback from your customers to help improve your seller feedback ratings.
    • Use the hybrid approach, which entails stocking your best-selling products on Amazon FBA.
    • Comply with the seller agreement and Amazon’s dropshipping policy.

    Make Your Amazon Business Successful With Seller Interactive

    After comparing Amazon FBA with dropshipping, we hope we have helped you find a better fulfillment model for your business.

    If you would still like to explore Amazon FBA rather than dropshipping, let Seller Interactive help! Our team can provide great assistance to you through our various Amazon services and help you streamline the processes of Amazon FBA selling.
    Reach out, and let’s get down to business!

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    The Rise of Amazon Luxury Brands: A New Era of Online Shopping

    The world of luxury retail has long been associated with glitzy storefronts, personalized service, and a certain air of exclusivity. And with the convenience of online shopping, it's no surprise that Amazon has reached an agreement with luxury brands like Chanel, Dior, Gucci, and Yves Saint Laurent.

    Amazon's "Luxury Stores" feature marked a significant milestone in its bid to become a dominant player in the luxury retail market. This initiative provides a curated shopping experience for high-end consumers, featuring established brands, the latest collections, and emerging collaborations.

    However, not all luxury brands are present on Amazon. So why do some luxury brands hesitate to sell on the platform? Here are some answers.

    • According to the heads of top premium brands, the marketplace's product control measures are insufficient. They say that their high standards and strict rules for ensuring the quality of their exclusive items. This exclusivity allows them to sell their products at steep prices.
    • The most pressing problems confronting Amazon and luxury brands are counterfeiters. Many brands that have run into this problem before have already pulled out of the marketplace. They did so even if the platform was one of their primary sales channels.
    • Many luxury stores that have yet to consider Amazon as their primary sales platform are large and stable. Their extensive company history and experience in business ventures allow them to turn to other channels.

    The Benefits of Selling Luxury Brands on Amazon

    Selling luxury brands on Amazon can be a lucrative opportunity for new brands looking to tap into the online retail market. Amazon's vast customer base and convenient purchasing options offer several significant benefits, including:

    #1 Increased Reach and Exposure to a Global Customer Base

    The broad customer base of Amazon, with over 300 million active users worldwide, provides luxury brands with a unique and unparalleled opportunity to expand their reach and tap into new markets. For customers who may not enjoy access to high-end department stores or exclusive boutiques in their area, Amazon's online retail platform can provide them with the convenience of accessing luxury brands in the comfort of their homes.

    This way, luxury brands can reach a global audience, including customers who may live in remote or underserved areas where physical luxury stores are few and far between. Amazon allows these high-end brands to build brand recognition, ultimately increasing their sales potential and profitability.

    A tablet showing the Amazon home page, with a banner advertising gift watches

    #2 Amazon’s Robust Customer Data and Analytics

    The platform provides fashion and beauty brands easy access to customer data and analytics, allowing them to gain valuable insights into customer behavior, preferences, and purchase patterns. This is crucial for brands who want to optimize their product offerings and improve their ecommerce strategy.

    Through analyzing customer data on Amazon, these brands can better understand their target audience and tailor their product offerings to meet their customers' needs and preferences

    For instance, beauty brands can use Amazon's customer data to identify the most popular beauty products and trends, which can help their future product development and marketing efforts.

    #3 Streamlined Supply Chain and Fulfillment Processes

    Another benefit of selling luxury brands on Amazon is that it offers luxury retailers a streamlined supply chain and fulfillment process that can help ensure fast and reliable delivery to customers.

    Leveraging Amazon's vast connections of fulfillment centers and logistics capabilities, luxury brands can reduce the costs and complexities of operating a physical shop while guaranteeing an exceptional customer experience.

    Moreover, Amazon offers luxury brands access to a wide range of shipping options, including one-day and two-day delivery, and the ability to offer free shipping to Amazon Prime members. This will help improve customer satisfaction and loyalty, as customers can enjoy fast and reliable shipping without paying extra fees.

    #4 Brand Protection

    Luxury stores often face the challenge of counterfeit products and unauthorized sellers. Amazon has taken steps to address this issue by implementing stricter policies and procedures to protect brands and customers.

    By selling on Amazon, luxury brands can benefit from the platform's brand protection measures, ensuring that their products are sold to legitimate customers and preventing counterfeits.

    The Future of Emerging Luxury Fashion and Beauty Brands on Amazon

    As Amazon continues to expand its presence in the luxury market, emerging fashion and beauty brands are presented with new opportunities for growth and success. In this context, it's worth exploring the future of these brands on Amazon's platform.


    As we look ahead to the future of luxury brand sales on Amazon, two significant trends are poised to have a significant impact.

    Firstly, the focus on customer experience is set to grow, with luxury brands seeking to deliver highly personalized services such as virtual styling consultations, personalized recommendations, and exclusive product offerings.

    Secondly, there is a growing emphasis on sustainability and ethical fashion, with consumers increasingly concerned about the social and environmental impact of their purchases. As a result, luxury brands are integrating sustainable materials and ethical production practices into their products to cater to this evolving demand.


    The luxury ecommerce market is expected to grow in the coming years, with Amazon playing a significant role. According to a report by Bain & Company, the online luxury market expects a 180% growth between 2019 and 2025.

    It is also safe for us to expect more luxury brands to partner with Amazon to reach a wider audience and increase their sales. 

    Additionally, it is more likely for Amazon to search and invest in new technologies such as augmented reality and artificial intelligence to enhance the online shopping experience for luxury customers.

    Ultimately, one of the biggest challenges for luxury brands on Amazon in the coming years will be maintaining their brand image and exclusivity in a crowded and increasingly competitive online marketplace.

    However, there are also opportunities for luxury brands to leverage new technologies and innovations to enhance the customer experience and differentiate themselves from other sellers.

    Top view of a woman unboxing several pairs of new pumps, her pet cat taking up an empty box

    Tips for Luxury Stores To Stay Ahead of the Curve on Amazon

    For luxury brands looking to stay ahead of the curve and increase their items sold on Amazon, here are some tips to keep in mind.

    • Maintain Brand Integrity: Luxury brands are built on a reputation for quality, craftsmanship, and exclusivity. It's essential to maintain that reputation on Amazon by ensuring that only authorized resellers sell your products and that they are presented in a way that absolutely reflects your brand's values and aesthetic.
    • Leverage Customer Data: As mentioned, Amazon provides customer data that will help your brand analyze your customer's behavior and preferences, enabling you to create personalized products for them.
    • Focus on Sustainability: As consumers become more conscious of their purchases' environmental and social impact, you need to prioritize sustainability and ethical production practices in your products.

    The future of luxury shopping on Amazon presents both challenges and opportunities for luxury brands. Luxury brands will continue to expand their customer base and drive sales on the platform by embracing sustainable fashion and maintaining a solid brand identity.


    Amazon’s entry into luxury retail was a game changer. Empowered by an extensive customer base and an intricate network of logistical prowess, Amazon finds itself ideally situated to emerge as a prominent contender in the domain of grandeur.

    This has given customers the luxury of shopping for high-end merchandise with the convenience and accessibility of ecommerce.  Seeing how Amazon will shape the industry and redefine the luxury brand shopping experience will be interesting as the trend continues.

    At Seller Interactive, we offer services that will help your brand expand its reach in the market. Our team of experts will be your partner in navigating the complexities of the luxury market and achieving the growth and success you're looking for. 

    Book a call with us today, and let's discuss our strategies to set your brand up for success.

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    How to Check If Amazon Reviews Are Fake

    A downside of shopping online is product testing, leaving people unable to confirm if a product meets their expectations unless they buy it. They share opinions through reviews, which are powerful vehicles influencing potential buyers’ decisions. But how legit are these reviews? As a customer-focused seller, how can you check if Amazon reviews are fake or not?

    There are different ways to handle fake reviews, from reporting them to having Amazon consulting experts back you up. However, the most crucial aspect is confirming whether the review is genuine. If proven legitimate, the customer's review might point out some flaws in your product that will help improve your brand in the long run.

    Read on to find out how to spot fake reviews, earn honest feedback, and increase your chances of thriving in the Amazon marketplace.

    The Dangers of Fraudulent Feedback

    Despite the recent platform modifications with Amazon’s new algorithm (A10) implementation, the marketplace’s stance on customer feedback remains unchanged. Authentic and positive reviews are still a huge part of Amazon’s criteria for ranking product listings. 

    Aside from being a ranking factor, reviews can also affect consumer decisions. They are social proof of how great your product or service is, coming directly from people who experienced them first-hand, and ultimately boosting your credibility as a seller.

    For these reasons, getting multiple reviews and customer feedback is essential for your Amazon store and brand’s growth. In that case, you may think receiving as many positive reviews as possible, whether genuine or not, is the ideal way to climb to Amazon’s peak. How bad can a few fake reviews be anyway? 

    The thing is, you should never underestimate the consequences of those few fake reviews.

    It may be tempting to ignore or even buy fake reviews to improve your product ranking and attract customers, but there are plenty of reasons to refrain from engaging in such practices. Here are three of them. 

    It’s obvious.

    Gone are the days when shoppers mindlessly buy products without checking their credibility. Customers nowadays are smarter and will exert extra effort to check whether your product is worth their money. 

    With that, they can easily spot fake reviews from a mile away. Sooner or later, your readers will catch on to the fact that you're buying fake Amazon reviews. When they do, they're not going to be happy. 

    It’s dishonest.

    More than just an effort to boost sales, buying fraudulent reviews is nothing more than lying to your potential customers. You're giving them a false impression of your product's quality. 

    If you’re caught doing this deceptive action, customers are more likely to take their money to a seller they can rely on regarding products and services. Buying fake reviews on Amazon is a glaring insult to your actual customers, and you will lose their trust.

    It’s expensive.

    We're not talking about the cost of purchasing fake reviews, per se. Instead, it’s about the price you'll pay when caught by Amazon. You can save a few dollars by buying fake reviews in the short term. But in the long run, it will cost you more than it's worth. You never know; it might even cost you your Amazon business.

    Buying fake reviews is a risky gamble. You put your entire business at risk once you start doing it. 

    The retail giant has been actively cracking down on sellers using fake reviews, and if they catch wind of someone doing it, they could suspend their Amazon account and close the store for good. 

    It would be a huge hassle for you, and you could lose access to your account and all of Amazon's resources.

    shot of a person looking through blinds with a magnifying glass

    I Spy a Fake Review: How to Spot Fake Amazon Reviews

    The brief discussion above may have completely squashed any hint of desire in you to buy fake reviews for better product list rankings. Good!

    Unfortunately, your battle against fraudulent reviews on the platform doesn’t end there. Plenty of competitors may want to bring you and your brand down using fake negative reviews. 

    In that case, it’s crucial to come prepared and learn how to identify fake reviews. How can you tell legitimate reviews from fake ones?

    Check the review’s content. 

    The review typically discusses and details the actual experience of buying or using the product. Hence, the content of the review should say it all. If the reviewer is legitimate, they will comment on their experience using the product. They will enumerate facts, such as 

    • how long it took the seller to ship the item, 
    • how the product was packaged, and 
    • how satisfied (or dissatisfied) they are about their purchase. 
    a screenshot of an honest Amazon review about a phone

    Whether it is a positive or negative review, their feedback will be helpful. You can use it to learn what areas of your product, customer service, or marketing need improvement.

    However, if the review is fake, it won’t have as much detail as described above. From the get-go, you can distinguish fake reviews from genuine ones because they refuse to elaborate on the customer’s experience. They won’t tell the seller how the product disappointed them, showing no intention of helping them improve. See the example below.

    a screenshot of a fake Amazon review about a phone

    Keep your eyes peeled for verified purchases.

    Amazon makes it easy to tell if the customers reviewing your product are legitimate buyers by screening through reviews and placing a verified purchase tag next to the reviewers’ names. 

    a verified purchase review of an Ashtonbee product on Amazon

    This badge indicates that they actually bought the product using their Amazon account and validates the reviewer's comments about the item and the store’s services. 

    Check out other reviews outside of Amazon.

    By checking reviews off-site, you hit two birds with one stone. Not only are you educating yourself about the general public's perception of your product, but you are also verifying if the reviews posted on your page are credible or otherwise. 

    Note that comparing the contents has nothing to do with how favorable or unfavorable the customer’s feedback is.

    shot of a phone on a laptop keyboard showing amazon customer reviews on its screen

    How to Get Honest Reviews for Your Product

    More than ever, getting honest feedback about your Amazon products' performance is crucial. Good reviews serve as powerful endorsements. They can influence potential buyers to make a purchase. But so can bad reviews. How?

    You can flip these reviews to your advantage by taking them constructively and as a point of reference for improvement. What’s more, bad reviews can open doors for more opportunities to communicate and interact with your customers.

    Here are a few tips to help you get honest feedback about your Amazon products:

    • Simply ask your customers. You can nudge your customers gently and remind them to comment about your product. You can ask them to leave a review under the Order Details page or via the Buyer-Seller messaging feature.
    • Make it easy for reviewers to leave feedback. Ensure you’ve provided them clear instructions on leaving a review. Streamlining the process can increase the chances of your customers giving you feedback.
    • Answer their reviews, negative or otherwise. Doing so shows shoppers that you are open to communication and actively listening to their needs. This further encourages them to voice their concerns.

    Final Thoughts

    Fake reviews are the bane of any Amazon seller’s existence. The issue remains rampant on the platform despite Amazon’s efforts to weed out such fraudulent reviews. Hence, it’s only right for Amazon sellers like you to be vigilant. 

    You may use Amazon fake review checkers to do the tedious work for you, but acquiring the skill to distinguish between genuine and fake reviews on your own will benefit you in the long run. Seeking insights on the matter from Amazon professionals is another excellent option.

    Succeed as an Amazon seller through the expert assistance of Seller Interactive’s account managers. Book a call today to get started.

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    A Comprehensive Look into Amazon Seller Feedback and Product Reviews

    Amazon sellers use feedback to determine how well they perform and meet customer expectations. In the retail giant, these evaluations are categorized into Amazon Seller Feedback and product reviews

    Initially, these may seem similar, as they serve the same purpose—providing feedback from customers. But if you look closer, it becomes evident that they have distinct characteristics and unique impacts on your brand. 

    This prompts us to ponder: What exactly sets apart these two types of customer feedback? Moreover, how can they impact your brand reputation and the success of your products? 

    All the answers lie within this blog post. Keep reading to learn more!

    What Is Amazon Seller Feedback?

    Amazon Seller Feedback is a rating system feature that allows buyers to share their insights and opinions about an online store, particularly focusing on their experience with a particular seller

    It can be a positive or negative review about the product quality, shipping and delivery efficiency, professionalism, or the level of customer service received. 

    Why Is Amazon Seller Feedback Important?

    Amazon Seller Feedback is extremely important for several reasons:

    • Reputation and trust: positive feedback signals to potential buyers that the seller has a history of delivering excellent products and services. It builds credibility and encourages trust, increasing the chance of getting more shoppers.
    • Purchase decision influence: buyers heavily rely on feedback from previous customers to assess the reliability and performance of a seller. Positive feedback can sway purchase decisions favoring a brand with a solid track record.
    • Customer satisfaction: positive feedback serves as your validation, indicating that you meet or exceed customer expectations. Negative feedback highlights areas for improvement and helps sellers strive for better customer experiences.

    How Does Amazon Seller Feedback Work?

    a screenshot of Amazon seller feedback page

    Amazon Seller Feedback operates through a structured system that enables buyers to submit feedback to individual sellers. The feedback process consists of several key elements:

    Seller Feedback Rating

    Seller feedback is rated numerically on a 1 to 5 stars scale. On Amazon, ratings of 5 and 4 stars are considered positive, 3 stars are neutral, and ratings of 1 and 2 stars are deemed negative.

    How is Seller Feedback calculated? The Amazon seller rating is determined by calculating the average of all the feedback received by the seller within a specific timeframe. 

    Seller Feedback Rating Calculation

    Here’s a quick example: if you have received feedback from 100 customers over a month and 85 of them have given either 4 or 5-star ratings, you’ll get 85% positive. That is a good Seller Feedback score.

    This calculation remains the same regardless of whether the remaining 15 customers have left neutral or negative seller feedback.

    Seller Feedback Content

    In addition to the numerical rating, buyers can leave seller feedback by writing comments. These remarks can be about:

    Buyers can provide specific details and anecdotes related to these aspects. This will give potential customers insights into the overall seller’s business operation.

    Seller Feedback Visibility

    Customer feedback is a treasure trove of valuable insights, opinions, and direct experiences from shoppers. Gaining access to such information is not only beneficial but crucial to understanding and improving your seller performance.

    Viewing the seller feedback you've received is easy. Follow these tips below:

    1. Access your Seller Central account using your login credentials.
    2. From the menu, go to Performance > Feedback.
    A screenshot of the Amazon Seller Central menu, showing the Performance and Feedback dropdown options, in red box
    1. On the Feedback Manager page, find the Recent Feedback section. From there, you can sort the feedback based on the rating. You can also search for specific comments by entering the relevant order ID.
    A screenshot of the Feedback Manager page, showing the Recent Feedback section, in red box

    Seller Feedback Removal

    You may come across particular feedback that is extremely unfair or unjust. Unfortunately, you cannot remove these comments at will. Instead, Amazon allows you to make a request and evaluates it based on specific criteria.

    Amazon will only consider your request if it meets the following conditions:

    • The feedback includes profanity, offensive language, or inappropriate content.
    • The feedback contains the seller's contact details or address.
    • The feedback consists of product details, packaging, quantity, and more.
    • The feedback pertains to fulfillment or customer service issues related to an order fulfilled by Amazon (FBA). Amazon is responsible for these.

    If you think the feedback you received meets the criteria for removal, you can follow these steps:

    1. Sign in to your Amazon Seller Central account using your credentials.
    2. Go to Performance > Feedback.
    3. On the Feedback Manager page, scroll down to the Recent Feedback section. 
    4. Find neutral and negative reviews you believe meet the criteria for removal.
    5. Click the dropdown menu next to the comment and choose “Request removal."
    A screenshot of the Recent Feedback tab, showing the action drop-down options, “Request removal” in red box
    1. A confirmation message will appear. If you’re sure the comment meets the criteria for removal, click Yes.
    A screenshot of the confirmation message after requesting removal, in red box
    1. Amazon will review the feedback. If it finds that the comment deserves to be removed, Amazon will strike it through.
    A screenshot of the confirmation message that the feedback for removal was struck through by Amazon

    What Are Amazon Product Reviews?

    Earlier, we discussed Amazon's policy of removing product-related information within the Seller Feedback. While this may seem like a negative approach toward customer sentiments, it's not. This policy exists because Amazon has established a separate category exclusively for product reviews.

    Product reviews on Amazon offer valuable insights from customers who have purchased and used a specific product. These reviews focus solely on the product and have nothing to do with shipping and seller performance. 

    Customers can express their thoughts, opinions, and insights about various aspects of the product, such as its performance, features, and quality. Sharing their experiences contributes to the collective knowledge base and helps future buyers make informed purchase decisions.

    Why Are Amazon Product Reviews Important?

    Product reviews are essential for several reasons in the Amazon marketplace:

    • Social proof: positive product reviews indicate that others have had a great experience with the product. This can create a sense of FOMO (fear of missing out) and encourage prospective shoppers to follow suit.
    • Purchase assessment: the diverse range of perspectives shared in product reviews enables customers to assess a product’s pros and cons, durability, ease of use, and overall value for money. 
    • Search ranking: products with higher ratings and more reviews tend to rank better, making them more likely to be seen by expected buyers.

    How Do Amazon Product Reviews Work?

    A product review on Amazon works by allowing online customers to post what they like and dislike about their purchased item below the listing. Here's an overview of how the process works.

    a screenshot of Amazon seller product review

    Product Review Eligibility

    According to Amazon Community Guidelines, customers who have spent at least $50 on within the previous 12 months can leave a review for most products. This policy ensures that reviews come from active and engaged customers who recently bought on the platform. 

    Product Review Submission

    The customer can voluntarily write a review on the product's Amazon listing page. They can rate the product on a scale of 1 to 5 stars and provide a written review detailing their experience.

    Product Review Publication

    Amazon follows a meticulous verification process to maintain the integrity and authenticity of product reviews. They ensure that reviews align with their guidelines and policies, offering customers a reliable and unbiased source of information.

    During the review verification process, Amazon specifically looks out for the following cases that may result in the removal of a review:

    • Financial interest: reviews by individuals with a direct or indirect financial interest in the product are prohibited. 
    • Personal relationships: reviews from individuals perceived to have a close relationship with the product's owner, author, or artist are also subject to removal.
    • Manufacturer posing as a shopper: reviews written by the product manufacturer, posing as an unbiased shopper, are not permitted. 
    • Multiple negative reviews from a single customer: Amazon may remove them to maintain fairness and prevent potential manipulation.
    • Monetary reward or incentives: reviews given in exchange for financial compensation or other incentives, such as bonus in-game credits or discounts, are also not on the list.
    • Competitive seller reviews: Negative reviews from a seller on a competitor's product are no exception.
    • Reciprocal positive reviews: Positive reviews exchanged between artists or peers in return for receiving good reviews are not allowed.

    Product Review Calculation

    Product star ratings on Amazon are calculated using advanced machine-learned models, which offer a more nuanced assessment than a simple average. These models consider several factors to determine the product's star rating, including:

    • The recency of the rating review
    • Verified purchase status

    The freshness of the feedback keeps the recent customer experiences impactful on the overall rating. It also helps Amazon identify and filter out potential instances of fake or manipulated reviews.

    Customer ratings without an Amazon Verified Purchase status do not contribute to a product's overall star rating. But if a customer supplements their rating with additional details such as text, images, or videos. In that case, their input is included in the calculation.

    Amazon Seller Feedback vs. Product Reviews

    Now that you understand how each type of Amazon feedback works, let’s quickly go over their differences.

    How to Improve Seller Feedback and Product Review Scores

    As you can see, Amazon Seller Feedback and product reviews are separate entities that require different management and response strategies. From product experience to seller performance, each aspect is relevant in shaping your reputation and influencing customer decisions.

    But at the end of the day, improving your Seller Feedback and product review scores comes down to a few key strategies:

    • Providing exceptional customer experiences
    • Prioritizing product quality
    • Addressing negative feedback promptly
    • Engaging with customers
    • Using workflows to automate feedback and review requests
    • Learning from feedback trends
    • Staying within Amazon guidelines

    Remember, consistent effort and a customer-centric approach are critical to long-term success on Amazon.

    Achieve Stellar Feedback and Reviews with Seller Interactive

    Seller Interactive is a trusted partner that can help you make your brand known online. We work closely with sellers to develop tailored strategies that drive positive feedback and encourage customers to leave valuable reviews.

    If you want to know more about product reviews and seller ratings, book a call today.

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    Amazon Backend Keywords: Best Practices

    Without implementing Amazon backend keywords, your customers will have difficulty finding your product pages. That's why optimizing for Amazon SEO is critical. It directs traffic to your product pages and provides shoppers a seamless experience.

    Most sellers are familiar with picking search terms or keywords for their listing copies. While this optimization is crucial and caters to both the potential buyer and Amazon’s algorithm needs, there’s a hidden advantage that a few sellers ever bother doing: putting backend keywords to their product listings. 

    Backend keywords are tactical maneuvers in the fierce competition of the largest marketplace. It helps Amazon’s A10 algorithm refine its product evaluation, making it more visible to the right shoppers. It’s time for you to start using it, too. Read this article to know how they work and the tried-and-tested methods you can easily execute to give you a leg up on your SEO game plan.

    How Do Backend Keywords Work?

    Backend keywords, which you can only use from the backend part of your seller account, are intended to be hidden. Therefore, anyone going through Amazon won't spot them, no matter what or how they search.

    Backend keywords primarily help Amazon's algorithm learn more about your listing and determine its rank. They work similarly to HTML tags on websites. The significant difference is backend keywords are exclusive to Amazon.

    Most importantly, their impact on boosting a listing's organic ranking is equally important as a listing with a well-structured title and description.

    The Dos and Don’ts of Using Amazon Backend Keywords

    To maximize the effectiveness of your Amazon backend keywords, here are five essential dos and four don’ts to consider.

    An infographic sharing five dos and four don’ts of using Amazon backend keywords

    How to Find the Most Relevant Keywords for Your Product’s Backend

    Are you a seasoned seller looking to refine your backend keyword strategy or a newcomer trying to navigate the intricacies of Amazon's search algorithm? You can use these methods to unlock the power of backend keywords and enhance your product's visibility on the world's largest online marketplace.

    Let's dive in and discover the methods that will help you build your backend keyword list and propel your Amazon product to new heights.

    Search Term Report

    A search term report is one effective method for finding relevant keywords. It provides insights into actual keywords users entered on Amazon's search bar. These terms triggered your ads or organic marketing efforts in the search results. Analyzing this report will enable you to identify which keywords drive traffic to your website or product listings.

    Amazon Seller Central has a paid ads platform wherein you can generate a search term report. If you're looking for backend keywords off the marketplace, Google Ads or Facebook Ads have the same feature.

    These platforms provide detailed reports that reveal the specific search terms users entered to discover your content. By identifying the best keywords to use off your product page, you can optimize your content and target them more effectively.

    Keyword Research Tools

    Amazon offers various keyword research tools designed explicitly for sellers and advertisers. These tools provide valuable insights into the search behavior and popularity of specific keywords on the platform.

    Popular tools include Jungle Scout, Helium 10, and MerchantWords. These keyword tools allow you to research extensively, identify trending keywords, and analyze each keyword's search volume and competition.

    Utilizing these tools can uncover hidden keyword opportunities, pick the best backend search terms for your listings, and optimize your product off the front page for maximum visibility and indexing.

    Amazon Search Engine

    Understanding Amazon's search engine algorithm is crucial for finding relevant keywords. The A10 considers various factors when determining the relevance and ranking of product listings in search results. Factors such as organic sales, the velocity of sales, and product reviews are added on top of having relevant keywords inserted in your product listing copies.

    To optimize your product listings, it is essential to incorporate relevant keywords in strategic locations, such as titles, descriptions, and bullet points. Using keywords that accurately describe your product and align with the search terms used by potential customers increases the visibility and chances of conversion.

    Identifying Backend Keywords

    Using keywords from your customers' perspective is easy. Once the search terms they use match those in your listings, they're automatically directed to your page—that's the purpose of basic search engine optimization.

    At times, the name of your product already contains the keywords you need. Therefore, it's understandable why you'll no longer include these in your keyword list. This is where backend keywords come into play.

    Amazon backend keywords account for the search words you didn't use in your product listing copy. They increase your listings' chance of getting indexed when the shopper triggers the primary keyword on the search bar—your products become more likely to appear on search results. However, upon visiting your page, they won't see them.

    Not only are backend keywords helpful in boosting your product listing's visibility, but they also make it more reader-friendly. You no longer have to force incomprehensible keywords in your product listing copies. 

    Step-By-Step Guide to Adding Backend Keywords on Amazon Seller Central

    Here's a simple guide to help you add backend keywords to your Amazon Seller Central account.

    1. Go to Amazon Seller Central and log in using your credentials. 
    2. Once on your dashboard, go to Inventory > Manage Inventory. Here, you will see all your product listings.
    A screenshot of the Amazon Seller Central menu, showing the Inventory and Manage Inventory dropdown options, in red box
    1. Find the product whose backend keywords you want to optimize. Click the corresponding Edit button, and you will be directed to the product detail page.
    A screenshot of the Manage Inventory page inside Amazon Seller Central. The corresponding Edit button for the product to be updated is inside a red box.
    1. Go to the Product Details tab on the page’s submenu. Input the backend keywords in the Generic Keyword field.
    A screenshot of the Manage Inventory page inside Amazon Seller Central. The corresponding Edit button for the product to be updated is inside a red box.

    Amazon has a 250-character limit for backend keywords, so make them count. Enter relevant and specific terms that are related to your product. Consider using synonyms, variations, and related keywords that customers might use when searching for your product. 

    1. After adding the backend keywords, click Save and Finish to save the changes. Amazon will update your product listing with the newly added backend keywords.

    Increasing Your Listing’s Organic Ranking With Backend Keywords

    Overall, backend keywords make it easier for customers to spot your product pages. Like how HTML or Meta Tags work, they let Amazon's algorithm identify and validate that your listing is pursuing a specific keyword.

    They deter keyword stuffing by making your listings more presentable and easier to read. Before using backend keywords was implemented, sellers were prone to using as many keywords as possible in the title and description. This resulted in an awkward copy that broke the flow of the sentence and made it hard to understand.

    Because keywords don't always abide by grammatical rules, some are bound to sound awkward. At times, these types of keywords turn out to have a high search volume. To benefit from them without directly impacting your descriptions' overall flow and readability, use them as backend keywords instead.

    As a guide, consider these backend keywords' best practices that you can apply on Amazon:

    Stick to Keywords Relevant to Your Products Only

    Forcing irrelevant keywords in your copy won't increase your pages' ranking. On the contrary, it will reduce conversion rates for the marketplace and grow your business. At best, use terms directly connected to your perfect product and its benefits.

    Word Keywords Logically

    When considering logical arrangements, think of how people arrange their words when they search. Take the use of colors as an example. It rarely happens that people put the color after another word, as in cargo blue pants. Usually, they enter the color first, so they often type in blue cargo pants.

    Steer Clear of Brand Names

    Backend keywords with brand names are a big no-no on Amazon. Always focus on those without any brand titles included. These will generate a higher search volume, making it easier for your customers to land on your pages.

    Maximize the Potential of Your Backend Keywords With Seller Interactive

    The backend is the most underutilized section of product listings, and the seller who knows how to use them has a significant advantage over those who don’t. With the help of Amazon experts, you can push your listing’s potential to its full potential with the best backend keywords strategies.

    Find out how you can further use backend keywords to boost your product pages on Amazon. Book a call with us today!

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