New System Entices More Customers to Share
Amazon has changed “Reviews” to “Ratings” at the top of product pages, now allowing shoppers to leave Amazon star ratings without a written review.
The overall star rating on products includes the standard reviews with text, images, or video, and now also includes feedback from customers who only rated the product using stars.
Traditionally, a review title and written review were mandatory fields. Amazon hopes this expanded rating system will encourage customers to share their thoughts, even if they don’t want to write a product review.
If a shopper provides Amazon star ratings only, they can write a review later on if they wish.
Products without written reviews (thus, no overall star rating) would generally be passed up by shoppers. However, the new system will help build brand equity on Amazon by increasing the overall rating initially seen by customers searching for products.
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