Seven Tips to Help Brands and Retailers Combat Amazon

PowerReviews Survey of 1,000 Consumers Provides E-Commerce

CHICAGO–(BUSINESS WIRE)–#Amazon–PowerReviews, a leading provider of ratings, reviews and
question-and-answer technology to more than 1,000 global brands and
retailers, provides seven recommendations on how brands and retailers
can compete with Amazon.

“The holiday shopping season showed that retail sales are shifting.
Online and mobile sales continue to gain market share as consumers move
from stores to devices,” said Matt
, chief executive officer, PowerReviews.
“Brands and retailers have the opportunity to become the first source
for information on their products. There are a few easy and fundamental
steps brands and retailers can take to compete in e-commerce.”

Based on its findings from its amazon%2F&esheet=51507133&newsitemid=20170209005282&lan=en-US&anchor=recent+study&index=3&md5=a516b7195c78563a32534046aa9f0dd2″ rel=”nofollow”>recent
study, PowerReviews provides seven recommendations to compete with

1. Fill the product page with details: Poor product information
topped consumer irritations both pre- and post-purchase. More than 43%
of shoppers were irritated by poor product descriptions when researching
products. A product not meeting expectations was cited by 21% of
shoppers as a top post-purchase irritation, tied with size and fit.
Retailers and brands must comprehensively describe the product and
service. If selling apparel, improve product descriptions by including
fit and size information as part of a review form.

2. Cultivate trust through authentic and transparent reviews:
Customers won’t typically be swayed by any one review, positive or
negative. Average star ratings allow shoppers to get a sense of the
overall customer experience, with nearly two-thirds of shoppers citing
they are ‘very important’ or ‘important’ aspects of their purchase
decisions. Shoppers will go to Amazon if they don’t find enough reviews
for the products they are considering.

3. Use Reviews and Q&A to improve products and information:
Reviews and Q&A give brands and retailers a direct line of feedback with
their customers. Allowing customers to ask questions helps to be sure
you are meeting their expectations and they are getting exactly what
they signed up for, taking some of the risk out of online shopping.
Reviews can also alert the brand or retailer to flaws in a product that
can be fixed to satisfy consumers.

4. Add consumer submitted videos and images to product pages: Ask
for images and videos and display them on the product and category
pages: 88%
of consumers specifically look for visuals
such as photos or videos
submitted by other consumers prior to making a purchase. Allow
purchasers the opportunity to submit their own images to create content
from real customers; meeting customer demands for more information and
managing purchase expectations.

5. Welcome negative feedback: Shoppers are suspicious of a
squeaky clean rating and want to be trusted to make their own judgments
on others’ bad experiences. Of consumers, 82% specifically seek out
negative reviews and consumers are most likely to purchase a product
when its average star rating is between 4.2 and 4.5 stars. Accept the
negative feedback and take steps to correct it publicly when it makes
sense. Use negative reviews to improve product descriptions and to
improve poor performing products.

6. Redefine loyalty and reward advocates: Consumers who are
passionate about a brand or product are highly valuable. Ease and
loyalty top the list of reasons why consumers choose to start shopping
on a retailer or brand website, with 48% stating it as the top reason.
These loyalists will not only purchase on the site, they will be brand
advocates willing to answer Q&A and provide detailed product reviews.
Amazon’s Vine program identifies loyalists not by spend, but by content
generation, offering free samples to members to write reviews. Identify
advocates through both content generation and by spend. Of consumers,
33% want free products as a reward for loyalty. Retailers and brands
should offer samples to generate reviews, photos, and images and
identify content from verified buyers or associated with free samples,
which shoppers cite as the most important factor in building trust.

7. Leverage physical stores: Many retailers have assets that
Amazon is only starting to build: physical stores. Retailers and brands
should leverage physical stores not only as a revenue channel, but also
as a way to display and drive content. In its Seattle area bookstore,
Amazon displays star ratings and review excerpts for books using simple
shelf tags. Brands can also include reviews in their mobile app to
influence the in-store experience. Retailers can generate reviews from
in-store purchases by emailing loyalty program members after a purchase,
asking them to contribute reviews, photos and videos.

To read the full white paper please visit,

About PowerReviews

PowerReviews works with more than 1,000 global brands and retailers to
deliver cloud-based software that collects and displays ratings and
reviews and questions and answers on websites. PowerReviews unifies and
amplifies the voice of the consumer throughout their journey, across all
channels to help consumers make better purchase decisions and to help
businesses drive conversion and improve products and services. Ratings
and reviews solutions from PowerReviews are essential for consumers as
they search and shop online and in-store, driving traffic on more than
5,000 websites, creating actionable insights to improve products and
services, increasing conversion, and growing online site-wide sales. The
PowerReviews Syndication Network reaches 2,500 retailers and more than
700 million in-market shoppers every month, giving retailers and brands
the power to reach shoppers wherever they are. For more information,


Jenna Nichols