Reviews on Amazon aren’t just a vanity metric — they are one of the most powerful forces driving conversion, visibility, and buyer trust.
Whether you’re a new seller trying to break through or an established brand managing hundreds of SKUs, reviews shape how customers perceive your products and whether they click “Add to Basket.”
This article explores why reviews are critical at every stage of your Amazon journey, how they influence performance, and why consistent review gathering should never stop — even after a product is established.
Why reviews matter on Amazon
Amazon is a review-driven marketplace. In fact, studies consistently show that over 90% of shoppers read reviews before making a purchase, and nearly 80% trust online reviews as much as personal recommendations.
For Amazon specifically, reviews serve multiple purposes:
- They influence your organic ranking.
The Amazon algorithm takes the quantity, quality, and recency of reviews into account when determining where your product appears in search results. - They dramatically impact conversion rate.
A product with 50+ positive reviews is far more likely to convert than one with zero — even if both are priced the same and offer similar features. - They establish credibility and reduce purchase hesitation.
Most shoppers scan reviews to find social proof, confirm product quality, and assess whether it matches expectations. Without that proof, trust falters. - They are visible across every stage of the buying journey.
From search results to the product page and even in Amazon ads, review stars are front and centre — making or breaking a sale within seconds.
In short, reviews don’t just support your product; they are part of your core sales engine.
For new sellers: Reviews are your credibility shortcut
When launching your first product or brand, the challenge is standing out in a crowded space. Reviews help shortcut that process.
- New products with even a small number of authentic reviews convert significantly higher than those with none.
- Early reviews help Amazon gather performance data — improving your chance of winning the Buy Box and appearing higher in search results.
- Most shoppers are sceptical of listings with no reviews, regardless of how strong the listing is visually.
For new sellers, gaining reviews early can be the difference between a listing that gains momentum and one that stalls.
Tip: Amzigo’s Automated Review Centre helps new sellers send fully compliant review requests through Amazon’s official “Request a Review” system — ensuring you don’t miss the critical review window in your first 30–60 days.
For established sellers: Reviews keep you competitive
Just because a product is already selling doesn’t mean review collection should stop. In fact, some of the biggest Amazon brands lose sales not from poor products — but from review stagnation.
Why? Because your competition is gaining new reviews every day. If your listing stands still while others grow, you'll lose ranking, trust, and click-through rate over time.
Established listings with thousands of outdated reviews but no recent ones may actually look less trustworthy than a listing with fewer but fresher reviews.
Additionally:
- More reviews help defend against negative sentiment by providing balanced perspectives
- High review velocity often correlates with increased visibility in search
- Amazon’s algorithm considers recency, relevance, and helpfulness when evaluating review performance
Consistent review growth is critical to long-term success.
Use Amzigo’s automation to keep the momentum going — not just during launch, but throughout your product’s lifecycle.
The impact of reviews on advertising performance
Amazon ads don’t work in isolation. If you drive traffic to a listing with weak or no reviews, your ad spend will be wasted.
Ads can increase visibility, but reviews are what convert. Shoppers who click through to a listing from a Sponsored Product or Sponsored Brand ad will judge the credibility of the listing in seconds.
A product with:
- A 4.5-star rating or higher
- A strong number of total reviews
- Recent, helpful feedback
…will almost always outperform one without these signals.
For this reason, reviews don’t just affect organic performance — they directly impact your ACoS (Advertising Cost of Sale) and ROAS (Return on Ad Spend).
Reviews help reduce returns and negative feedback
Detailed reviews — especially those with images and use-case descriptions — help shoppers make informed decisions. That means:
- Fewer unexpected surprises for the buyer
- Lower return rates for the seller
- Fewer negative reviews from buyers who misunderstood product use or limitations
The more comprehensive your review bank, the more accurately shoppers can self-qualify — buying with confidence or moving on if it’s not a fit. Either way, it’s a win.
Reviews influence buyer behaviour at every stage
A potential customer may interact with your product multiple times before they make a purchase. In every interaction, reviews shape perception:
- In search results: They scan your star rating and review count before clicking
- On your listing: They read individual reviews to validate quality and match
- In their basket or wish list: They may return later and check for new reviews
- Post-purchase: They reflect on what other customers experienced to reinforce their decision
This ongoing influence is why it’s essential to treat reviews as a permanent part of your growth strategy.
How to generate more reviews, consistently
Compliant, consistent review generation is essential — and must follow Amazon’s policies strictly.
Best practices for getting more Amazon reviews:
- Use Amzigo’s Automated Review Centre to send review requests at the right time without manual effort
- Deliver excellent customer experience — fast delivery, correct listings, quality packaging
- Encourage feedback in your packaging (but don’t incentivise or request positive reviews)
- Respond to reviews on your listing to show engagement and professionalism
- Use Amazon Vine (for eligible sellers) to gain reviews in exchange for free products
The long-term power of reviews
Reviews create a lasting asset for your Amazon business. Even years after launch, they:
- Continue to build trust for new shoppers
- Act as a differentiator in competitive categories
- Strengthen your brand’s reputation across all channels
- Help protect you from copycat products by showcasing quality over time
In a marketplace where many sellers focus only on short-term wins, maintaining a strong, authentic review profile is your long-term moat.
Conclusion
The power of reviews on Amazon cannot be overstated. They are essential for visibility, conversion, trust, and performance — at every stage of your business and every point in the customer journey. Whether you’re launching your first product or scaling a multi-brand portfolio, consistent, compliant review generation should be at the heart of your strategy.
Tools like Amzigo’s Automated Review Centre make it easy to stay compliant and consistent, helping you build the credibility you need to grow faster — and protect what you’ve already built.
