Products with online reviews have a 12.5% greater conversion rate compared to those that don’t. Furthermore, Amazon’s search algorithm makes frequently reviewed products more visible. Therefore, a solid Amazon strategy includes enticing consumers to rate their purchases.
L2’s Intelligence Report: Amazon finds Personal Care brands lead all categories in both average reviews per product (36) and percentage (77%) of reviewed products. Beauty is next in percentage of reviewed products (64%), but has less reviews per product than Home Care, 12 vs. 14.
The importance of reviews makes a case for distribution on the platform. Average reviews per listing is directly correlated with brands officially distributing on Amazon. The Personal Care category has one of the highest Amazon participation rates, with 95% of brands officially distributing on the platform.