When it comes to ranking products on Amazon, reviews play a crucial role—not just in influencing buyer decisions but also in search engine optimization (SEO). Many sellers wonder: Do Amazon product reviews affect SEO? The answer is yes, but not in the way traditional SEO works.

In this blog post, we’ll explore how Amazon reviews impact product visibility, rankings, and conversions—both on and off Amazon.

1. How Amazon Reviews Influence Amazon SEO

Amazon’s A9 algorithm (and its successor, A10) considers multiple ranking factors, and customer reviews are a key component. Here’s how they impact Amazon SEO:

A. Higher Ratings Improve Rankings

  • Products with more positive reviews tend to rank higher in Amazon search results.

  • A higher average star rating signals trustworthiness, leading to better visibility.

B. Review Velocity Matters

  • A steady flow of new reviews (both positive and negative) indicates an active, relevant product.

  • Sudden spikes in reviews (especially if suspicious) may trigger Amazon’s fraud detection.

C. Keyword Relevance in Reviews

  • Amazon’s algorithm scans review text for keywords that match search queries.

  • Natural mentions of product features (e.g., “durable,” “long battery life”) can improve rankings for those terms.

D. Impact on Conversion Rates

  • More reviews = higher conversion rates = better sales velocity (a major Amazon ranking factor).

  • Products with 100+ reviews often outperform those with fewer reviews, even if the rating is slightly lower.

2. Do Amazon Reviews Affect Google SEO?

While Amazon reviews don’t directly impact Google rankings, they contribute indirectly:

A. Enhanced Click-Through Rates (CTR) in Google Shopping

  • Products with high ratings and many reviews stand out in Google Shopping ads.

  • Users are more likely to click on well-reviewed products, improving CTR—a ranking signal.

B. Increased Backlinks & Social Shares

  • Popular Amazon products often get shared on blogs, forums, and social media, generating organic backlinks.

  • These backlinks can improve the domain authority of an Amazon listing (if indexed by Google).

C. Rich Snippets & Star Ratings in SERPs

  • Google sometimes displays star ratings from Amazon in search results, increasing visibility.

  • This can improve click-through rates from organic search.

3. How to Get More Reviews (Ethically)

Since reviews impact rankings, here’s how to encourage more genuine feedback:

✅ Use Amazon’s “Request a Review” Button (Automated & compliant)
✅ Follow Up with Buyers (Politely ask for honest reviews)
✅ Provide Excellent Customer Service (Happy customers leave better reviews)
✅ Leverage Amazon Vine (For new products needing early reviews)
❌ Avoid Fake Reviews (Amazon penalizes review manipulation)

4. Negative Reviews: Do They Hurt SEO?

  • A few negative reviews (if outweighed by positives) can actually increase credibility.

  • However, too many negative reviews can lower conversion rates, hurting sales velocity and rankings.

  • Respond professionally to negative reviews to show good customer service.

Conclusion

Amazon product reviews significantly impact Amazon SEO by improving rankings, conversions, and keyword relevance. While they don’t directly affect Google rankings, they enhance visibility through rich snippets, CTR, and backlinks.

Scroll to Top