Anatomy of the Review

Quite simply. Amazon provides more than customer product reviews. They provide a system. An easy to use format that allows brands to gather information. They provide a way for customers to uncover key pieces of information about the product before making a purchasing decision from people that have actually purchased and used the product.

They also provide key points for savvy brands to use as well. We’ll dig a little deeper into the anatomy of the customer review on a product detail page and see how brands can use customer product. We’ve used from both contented customers that may have left shining reviews to the customer that is irked and loudly says so in a piercing negative review.

Well, then turn that data into actionable insights for improving brand message and key selling points on product detail pages. We’re going to use the product category coffee. As an example, when inputting the word coffee into Amazon search term field, we can see that it returns over 100,000 results.

There are many different types flavors con. Brand the list goes on and on that a customer has to choose from for coffee. We’ll go into look at death, wish coffee company, a brand with over 17,000 reviews. This excessively large number or reviews should provide a lot of detailed content to scour through.

Here on the detailed page. Let’s first take a quick look at this product. It’s ground coffee. It’s USDA certified, organic and fair trade. It has caffeine. It has a bold strength and a pleasing coffee scent. Sounds like the bullets covered all the basics right. Well, let’s scroll down and look into the customer’s reviews and see if we can uncover more information and messaging gems.

But first we see here that this product is available in multiple sizes. A customer can select from a one pound, two pounds or five pound bag at checkout. When clicking on each selection, notice the title changes to reflect the size of the product, but the number of reviews stay the same. When a product is set up with multiple variations or options like this one, all the reviews are compiled together.

If a customer purchases, the one pound bag and leaves a review and another customer purchases, the five pound bag and leaves her review. The reviews are featured in the same section on the detailed page, through setting the products up as a variation. This is a great way to garner as many reviews as possible for products with multiple size options.

Here in the customer review section, we immediately see that was close to 18,000 customer reviews. It has received a 4.5 out of a five star rating fascist over 80% of reviewers, which has over 14,000 people who gave a five star rating review. And on the other end, We look at negative or critical reviews, just over 500 people gave it a one-star rating at a quick glance.

We can see the product presentation. Or the look of the packaging is well received by customers. It’s fresh. So the packaging method is efficient and it’s not staying a long time in the warehouse and getting stale. It’s got great flavor and it’s a good value. All good, valuable points for the brand.

We also can see here that customers consider it a gourmet and organic food brand and gourmet blend at a value price. Sounds like a win-win scenario.

If we scroll up to the enhanced brand content area, we can see that flavor and freshness are key positioning points. And if we scroll up a little bit more, we can see that the brand is highlighting, that it’s organic and a fair trade coffee bean. Great news. Through the Amazon analysis of customer reviews, it can be confirmed.

Their brand is on track and hitting their positioning targets. Looking at the images customers provided, we can see a happy couple and a lot of pictures of the packaging and how it has been delivered to them. These images direct from customers validate the earlier claims.

And lastly, let’s look at the frequently used words that appear throughout the over 17,000 customer reviews. We uncovered earlier that different size bags where this coffee brand are available for purchase within each review. It indicates what product was purchased by the reviewer. Here we see them. Most of the recent reviewers purchased a one pound bag.

As we scroll a little further down the reviews, we can see that some customers bought the two pound bag and right next to each size is whether or not it’s a verified review or review that has actually been purchased on Amazon. By indicating a verified purchase. This tells the shopper that it’s an authentic review by an Amazon purchaser.

And the next video, we’ll take a deeper dive into this part of the review section to see what gems can be uncovered.