Danger zone! How Amazon tracks your ratings

Amazon is the world's leading online retailer – and it sells just about anything you can think of.

Whether you're shopping for a cheap portable charger, camping gear, or smart IoT devices, Amazon is your go-to.

But what happens when you have two, three, or thirty similar products to choose from? That's where Amazon reviews come into play.

Why Amazon reviews matter

Reviews have a direct impact on your brand's reputation and sales – both good and bad. Each individual review can be the final nudge that makes or breaks a sale.

Our studies show that a product with just one review is 65% more likely to be purchased than a product with none at all.

On top of that, one-third of online shoppers refuse to buy products that haven't received positive feedback from customers.

When it comes down to it, positive reviews can boost sales by 20%. And with worldwide online sales hitting $2 trillion per year, the potential revenue for your business is huge.

How reviews work on Amazon

Amazon calculates a product's star rating using machine-learned models, not just a simple average. These models consider factors like the recency of ratings and verified purchase statuses. 

Amazon also has an Anti-Manipulation Policy that's very strict about what you can and can't do. If Amazon finds that you've manipulated your reviews or violated their guidelines, they may suspend or terminate your Amazon privileges, remove reviews, and delist related products.

What to avoid in your Amazon review campaigns

Amazon uses multiple criteria to make sure your products' reviews are authentic. This includes an anomaly detection mechanism that looks for sudden and unusual spikes in review activity.

Here are a few things you should avoid in your review campaigns:

• Offering benefits or coupons in exchange for positive reviews
• Sending emails that ask or push users to rate
• Buying ratings from companies that offer this kind of service

Any attempt to manipulate reviews, including by directly or indirectly contributing false, misleading, or inauthentic content, is strictly prohibited. And remember, with over one million employees worldwide, you never know when someone from Amazon may be on the other end of your email campaign.

The Copilot.cx Amazon Throtellign Engine includes options for specific throttling and direct ratings that ensure we maintain the guidelines while improving the ratings as we go.