Amazon at IRCE: ‘World’s Most Secretive Company’ Gives Up the Goods on Their Most Powerful Asset


It’s the new email spam. You know, the ones from the late 90s offering you… unsolicited services. Or those direct mail flyers on your stoop giving 10 cents (!!!) off veggies at your supermarket. Puffing your feathers on social media through bought likes or positive reviews is not the way to gain a fan base, so learned a few Amazon vendors.

Fake product reviews online have gotten out of hand. And although it’s going to bring me great, great journalistic joy to publish the headline ‘Man Sued Over Enthusiastic Unicorn Meat Review’, Amazon isn’t as amused. The e-commerce mega-giant has been cracking down on fake reviews and taking legal action.

But why is it so important? Can’t Amazon let us live a little?

No, as it turns out.

“That library of reviews is one of Amazon’s most valuable assets, and they’re going to protect it,” said Joseph Jaconi, co-founder and general manager at device screen protector seller Tech Armor. The fact is, people care what other people think. It’s why you wear clothes that are in style, why you break up with your boyfriend when your mom say he’s scum; it’s why you buy a product that your friend says works.

In a recent survey conducted by customer service software ZenDesk, 86 percent said buying decisions were influenced by negative online reviews. “A lot is at stake. Online reviews work. Positive reviews help sell products, and negative reviews damage sales” chimes in Nikki Baird of Forbes.

The key isn’t to sensor your customer’s unfavorable opinions; it’s to listen and then problem-solve. “Why is feedback so important? Because your reputation is all you have,” said David Rifkin, president and CEO of MicroFiber Products Online. “You’ve got to do the right thing always.”

Take advantage of the internet’s open format and use it to pay attention to what your customers say. Here are a few ways you can soothe an unhappy customer and always come out looking like the good guy:

I love Pocky. (Yes, that Pocky.) One time in a fit of rage, I tweeted them addressing a long-standing concern of mine: that an orange variety doesn’t exist. Rather than ignoring me like most sane people would do, they messaged back with a funny little joke, thus dissipated my anger and making me feel like we’re best friends. Be like Pocky.

“How do you get more reviews? We ask for them,” Jaconi said. “There’s nothing wrong with asking a customer who’s purchased your product for a review.”

Hubba’s community is filled with people committed to e-commerce and growing not only their business, but the community of people-helping-people. We’ve seen so many examples of brands, retailers and influencers lifting one another up, taking their businesses to a new level together. If you show your customers that you care about them, they’re pretty likely to let you know that they care about you too.