When it comes to the incredible marketplace that is Amazon, brands and vendors big and small are offered the opportunity to market and sell their products to the entire world. So if you're just starting out, or have a new product release in the works, how do you compete with those that are already well established? One answer is reviews— reviews and more reviews— plain and simple.
Aside from using Amazon's wide range of on-site advertising tools to drive sales, it is also key to continuously drive positive reviews (and engagement with reviews) for all your products. It’s not enough to have five to ten 5-star reviews— you need a high volume of new and authentic reviews to convey that your product as credible, relevant, and desirable to potential customers searching for your product category or item type.
So, how can you create a simple funnel from any channel and link to open your best reviews in the Amazon app for customers to read and contribute to? With an Amazon review link of course, or to be more precise, an Amazon review deeplink. Platforms like URLgenius let you instantly create a deep link that can open the Amazon app to any specific product review from any marketing channel.
To promote the visibility of your product reviews on Amazon, you can include deep links to specific reviews in your multi-channel communications. Include them in your email campaigns or when you're chatting with customers via SMS text messages or instant messaging or within social media posts.
This will help you increase sales because you're providing your customer with instant social proof that other customers like your products and recommend them.
Why do you need to use an Amazon review deep link instead of the regular Amazon review link? The reason is that a regular Amazon link cannot open the app from other apps (a phenomenon that is no fault of Amazon). The app your visitor is currently in typically sends your shopper to the Amazon web login where most abandon their shipping journey.
This not only hurts reviews, but you're also ultimately supressing engagement with your products— hurting sales, remarketing, and rankings. The good news is that we have a solution for you!
We're going to show step-by-step tutorial of how to create an app deep link to open the Amazon app to a specific review, but before we get into the details, lets consider why reviews matter and why customers write them in the first place.
Why Amazon Reviews Matter
Customers who leave online reviews aim to create an accurate depiction of their overall experience in both buying and using your products. In other words, this provides social proof to other prospective customers. In one study, 84% of shoppers said they trusted online reviews as much as a recommendation from a friend, and 91% of people read reviews.
What is social proof, you ask? Well, it’s what we touched on earlier— it’s the level of credibility that consumers provide to a product or service. Hiring a celebrity to promote your product is one way to acquire instant social proof— but alas we all can't afford to hire them. Increasing positive Amazon reviews will increase engagement which helps you increase visibility and sales on the Amazon site because Amazon sees this in a positive light.
And that, my friend, is why it matters.
Positive reviews and comments will help your products score points with the Amazon algorithm, which will in turn make your products rank higher in Amazon's organic search results, thereby increasing your product visibility among consumers. It's a self-reinforcing cycle.
Now let's consider how app deep linking can turbo charge that cycle of reviews, engagement, sales, and product visibility!
The Top Reasons Consumers Write Amazon Reviews
It may seem obvious that reviews are important but why do consumers take the time to write reviews at all? Some sellers may be worried that they're just tapping into online negativity from people that like to complain. Not so! The results of a Q1 2021 Consumer Trends Report show encouraging signs that consumers really are trying to be helpful. Here are the top reasons consumers write reviews:
- The product was excellent — 56%
- The product was unsatisfactory for reasons other than arriving broken — 41%
- I want to help other buyers understand the product’s size or other relevant characteristics — 38%
- The product arrived broken — 29%
- I get an incentive for leaving a review — 29%
- The product was more expensive than I felt it was worth — 22%
- I had ideas about how to improve the product — 20%
Hearing client feedback will also provide you with valuable insights to help you improve the overall customer experience. You'll soon be able to create a picture of the full client journey and identify areas where you excel and others where you need to improve. Amazon reviews even allow you to respond to the consumer and initiate a dialogue to learn more and a complete loop that guarantees any issues are remedied. Once again - the more engagement the better in the eyes of the Amazon algorithm!
Amazon Review Linking With Deep Linking
So how does app deep linking help? Let’s say you would like to increase the visibility of some really fantastic reviews that your products earned. Your marketing wants to use links that go directly to these Amazon reviews in various marketing channels. In most cases what you're actually doing is taking your shopper from one app (Instagram, Facebook, email, SMS, etc.) to the Amazon app— and more specifically these review pages.
Doable, right? Not exactly.
If you use regular Amazon review links in your marketing campaigns, you’re going to run head first into that walled garden issue or the Amazon web login. This is not Amazon's fault, the walled garden refers to when you click on a link— for Amazon or any app— and instead of opening the app, you're sent to the mobile web login. In the case of Amazon, a very small percentage of shoppers log in this way at least when coming from another app on their mobile device— so conversion is close to zero.
Yes, it is possible to link to open directly to a specific review in the Amazon app while securely jumping over that Amazon website login— but only if you have the right app deep link— and URLgenius is here to help. Remember, no matter the page type, Amazon app deep linking is your key to creating a link to open the Amazon app to specific pages, which put you on a path to increasing product engagement, sales, and product rankings— and don't worry! There are no SDK or technical resources required!
URLgenius is the app deep linking platform for marketers. What makes the platform different is that there is nothing to install and there is no software development required or SDK. URLgenius uses a patented process to open an app from social media and other channels— including Amazon. You simply need to update your Amazon links which will give them the ability to securely jump over that website login.
Pro Tip: You also need app deep links for other Amazon link types (store pages, product pages) when doing non-Amazon campaigns with Amazon Attribution— social media, SMS, email, QR codes, etc. Make sure you're using app deep links for your Facebook, Instagram, TikTok, and Snapchat campaigns— and include Amazon Attribution measurement tags to see results at the link level!
Step-By-Step: How to Create an Amazon Deep Link to Open the Amazon App to a Specific Review
Deep links open the Amazon app exactly where your shopper wants to be in the app for iOS or Android depending on the device clicking— in this case, your product’s review page— all from the same link because you don't need separate deep links for iOS and Android. Here’s how to make an app deep link for an Amazon review yourself by starting at the URLgenius home page.
The first thing you need to do is to navigate to the Amazon review and copy the link from the address bar of your browser. Notice that the word 'Reviews' is in the path for this link type. You could also navigate to the product page that has all the reviews at the end of the page (after scrolling quite a bit). Notice that this link does not have the word 'Reviews' in it.
Paste the link into the box provided on the URLgenius home page. When pasting the link, notice the Amazon icon is highlighted— this tells you that URLgenius understands the type of link pasted.
Pro Tip: Note the field that lets you customize the end of the link to match your campaign and make it easy to find later or use the random characters.
Click “Compose” which takes you to the settings page for your Amazon app deep link, where you can copy and place it into your Instagram profile or ad. To test the behavior of the link, scan the QR code or email it to yourself or someone on your team.
Notice that there are advanced features on the settings page— this is also where you can see clicks and the number of app-opens. You can also use your artist's domain for your Amazon app deep link which is recommended.
Final Word on Negative Amazon Reviews
Let's face it— negative Amazon reviews are inevitable. However, that doesn't meant that you can't focus your shoppers' attentions on your postitive reviews.
App deep links to reviews let you do just that!
Let's say you had a few bad reviews or one irate customer that kept writing bad reviews. While you sort that out, deep links to specific positive reviews can help you jump over them until you get some new positive reviews to push those bad ones down.
URLgenius Is Here To Help Increase Your Amazon Product Rankings
You invested a lot of time and energy in building your brand and products. So then, doesn’t it make sense to build a seamless connection between your marketing campaigns and the Amazon review pages with a URLgenius app deep link? Start now and increase positive review engagement and sales are sure to follow! and thus increase your product rankings?
We are always here to help you with your campaigns! Contact us with questions at firstname.lastname@example.org about Amazon marketing and deep links.
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