Operational Tips | Amazon Online Review Marketing Skills

Operational Tips | Amazon Online Review Marketing Skills



Every cross-border e-commerce seller knows that the most difficult thing to control for a product is the ROI value. They also know that the promotion of new products depends on automatic PPC and manual PPC to quickly obtain the Buy Box and a better category ranking. However, few operators know that we can use competitor listings to drive traffic to our products within the site.

Question 1: What is Review Marketing? The editor below gives two explanations. (See Figure 1) One is to use the popularity of competing products to attract traffic to your own products. The other is to manipulate the Review ranking through the Helpful function. The first skill of this marketing method is that the operator needs to evaluate the competing products, but it does not require you to give bad reviews to the competing products! What you have to do is to give your competing products a good review with pictures and videos. If you don’t have your own account, you can find a third-party service provider to help you push your good reviews to the top three through the Helpful function. (Be sure to use a high-authority buyer account) (See Figure 2)

(Figure 1)

(Figure 2)
Question 2: How to take advantage of the popularity of competing products? In short, it is a marketing method in which operators use a competing product that is similar to their own category and has good listing quality to take advantage of the other party's traffic. If you don't understand, please refer to Figure 3.

(Figure 3)
In the picture above, the editor gave an example of pet boots riding on the popularity of pet clothes. Experienced gentlemen should know that the example given by the editor is the first marketing method in Review Marketing, that is, bundling marketing.
Question 3: What is bundling marketing? It means choosing a big-name listing that matches your own product, such as pet clothes with pet boots, pet beds with pet robes, etc. When you give a good review to a competitor, in addition to explaining the competitor's product, the review copy should also describe how good a certain combination is, or how well a certain product matches this big-name product.
As shown in Figure 4 and Figure 5: The pictures displayed in this review include three kinds of pet products, the first one is a pet collar, the second one is a pet harness, and the third one is a pet boot. The Helpful part of this review was pushed to the top by users, but this review is obviously not left by competitors to attract traffic and take advantage of the hot spots. From the perspective of a professional operator, if this review is given by you, then the first sentence of this review is what you must optimize.

(Figure 4)

(Figure 5)
That is to say, when you are reviewing a competitor's product to attract traffic to your own product, your copy must subtly and quietly let consumers know what kind of effect your pet can achieve when paired with ×××'s pet harness and collar.

Question 4: What is substitution marketing? It means choosing substitutes for big-name listings. For example, for two jackets, the reviewer can say that he bought two products at the same time, one is a big-name product and the other is a ××× product. The big-name product is more suitable for use in ××× scenarios, but not in ××× scenarios. On the contrary, the other product is more suitable for the latter, etc.

For example, for the two types of pet clothes shown in the screenshot above, when doing alternative marketing of Review, the operator might as well say: You bought two winter clothes for your pet baby. The plaid clothes are very suitable for leisure at home, but they are a bit dull and not suitable for going out for walking the dog or shopping. The pink clothes are just right for walking the dog or shopping.


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