Amazon’s Early Reviewer Program is a valuable tool for new sellers or products that don’t yet have customer reviews. The program helps to generate authentic, unbiased reviews from customers who have purchased a product, which can be crucial for building social proof and driving sales. Here’s how to use Amazon’s Early Reviewer Program effectively:
1. Eligibility Criteria for the Early Reviewer Program
Before you can enroll in the Early Reviewer Program, you need to make sure your product meets the following eligibility criteria:
- New products with fewer than five reviews: The product must have less than five reviews on Amazon. This makes it easier for new products to gain visibility and credibility.
- Sold by Amazon or a participating seller: The product must be sold directly by you or through Amazon’s fulfillment network (FBA).
- Available in the United States (for U.S.-based sellers): The program is available to sellers in certain regions, with the U.S. being one of the primary markets.
- Price range requirement: Your product must be priced between $15 and $100.
- Non-restricted product categories: The program is not available for products in restricted categories, such as alcohol, hazardous materials, or medical devices.
2. Enrolling in the Early Reviewer Program
Once your product meets the eligibility requirements, you can enroll in the Early Reviewer Program. Here’s how:
- Access Seller Central: Log into your Amazon Seller Central account.
- Navigate to the Advertising Tab: From the Seller Central dashboard, go to the “Advertising” section.
- Select Early Reviewer Program: Under this section, you will find the Early Reviewer Program option.
- Enroll the Product: Choose the product(s) you want to enroll. You will need to pay a one-time fee of $60 per SKU. This fee is paid regardless of whether your product receives reviews through the program.
- Confirm Your Enrollment: After completing the enrollment steps, Amazon will begin sending out requests for reviews to customers who purchase your product.
3. Understanding How the Early Reviewer Program Works
Once your product is enrolled, here’s how the program functions:
- Product Purchasers Are Invited: Amazon will invite customers who have purchased your product through the program to leave a review. These customers are chosen randomly, and only those who purchased your product through Amazon will be eligible.
- Incentivized to Leave Reviews: Amazon provides small rewards, like Amazon gift cards (typically around $1–$3), to customers who leave a review through the Early Reviewer Program. This incentive helps encourage customers to leave a review.
- Reviews Are Genuine and Unbiased: The reviews generated through this program are real reviews based on actual purchases, so they comply with Amazon’s policies and are considered valuable and trustworthy by other buyers.
4. Monitor the Progress of Your Reviews
While Amazon manages the bulk of the Early Reviewer Program process, you can track its progress from your Seller Central account:
- Check for Reviews: You can see when your product has received reviews, including the date and content of each review, via the “Manage Your Reviews” section.
- Track Feedback: You will receive feedback on whether the Early Reviewer Program is successfully generating reviews for your product.
5. Best Practices for Maximizing the Early Reviewer Program
To get the most out of the Early Reviewer Program, consider these best practices:
- Ensure Your Product Listing is Optimized: Make sure your product listing is clear, professional, and informative. Customers are more likely to leave positive feedback if they are satisfied with the product and its presentation.
- Offer a High-Quality Product: Since the goal is to gather authentic reviews, your product should meet or exceed customer expectations. The more satisfied customers are, the more likely they are to leave a positive review.
- Follow up with Customers: While you cannot directly request reviews through the Early Reviewer Program, you can use Amazon’s messaging system to follow up with customers after they’ve received their product. Politely thank them for their purchase and ask if they would consider leaving feedback.
6. Using Early Reviews Effectively
Once you start receiving reviews through the Early Reviewer Program, you can use them in several ways to boost your product’s visibility and sales:
- Leverage Reviews in Listings: Positive reviews can help build trust with new buyers. If a review mentions a specific feature or benefit that resonates with your target market, consider highlighting it in your product description or images.
- Use Feedback for Improvements: If any early reviews point out flaws or areas for improvement, use that feedback to make adjustments to your product or listing. This can help reduce negative reviews in the future and improve customer satisfaction.
- Monitor Seller Performance: A solid collection of reviews boosts your product’s ranking on Amazon. As reviews accumulate, your product’s credibility grows, making it more likely that future buyers will choose it over competing products.
7. When to Use the Early Reviewer Program
The Early Reviewer Program is most beneficial when:
- Launching a New Product: If you’re introducing a new product on Amazon and don’t have any reviews yet, the Early Reviewer Program can give you the initial social proof to help generate sales.
- Low Review Count: If your product has fewer than five reviews and isn’t gaining traction, enrolling in the program can help jump-start the review process.
- Struggling with Organic Reviews: If your product hasn’t received many organic reviews, the Early Reviewer Program can be an excellent way to boost the number of reviews in a legitimate way.
8. Avoid Common Pitfalls
There are a few common mistakes you should avoid when using the Early Reviewer Program:
- Incentivizing Reviews Outside of the Program: Amazon has strict guidelines regarding incentivized reviews. While the Early Reviewer Program is compliant with Amazon’s policies, you should never ask for positive reviews or offer discounts outside the program.
- Focusing Only on Quantity: While reviews are important, quality matters more. Focus on delivering a high-quality product that will naturally attract positive feedback rather than trying to just accumulate a large number of reviews.
- Relying Solely on Early Reviews: The Early Reviewer Program can help get your product started, but don’t rely entirely on it. You should also work on building your brand, increasing visibility through ads, and gathering organic reviews over time.
9. Alternatives to the Early Reviewer Program
While the Early Reviewer Program is effective, it’s not the only option for gaining reviews. Some alternatives include:
- Amazon Vine: A program that allows selected reviewers to receive free products in exchange for reviews. Amazon Vine is typically available to more established brands with a higher volume of products.
- Amazon’s Request a Review Button: Sellers can manually request reviews through the “Request a Review” button in Seller Central after a customer has received the product. This sends an automated message asking customers to leave a review.
- Follow-up Emails: While you cannot directly ask for reviews, you can send courteous follow-up emails thanking customers and asking for feedback.
Conclusion
Amazon’s Early Reviewer Program can be a powerful tool for gaining genuine reviews, especially when launching new products. By enrolling in the program and following best practices, you can increase your product’s visibility, build trust with customers, and ultimately drive more sales. However, it’s important to remember that positive reviews should be earned through high-quality products and excellent customer service, not just incentivized programs.