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Amazon "Reviews" Replaced by "Global Ratings"
For instance, a product might be shown to currently have 2,150 customer reviews and 2,600 customer ratings. So, in this case, 450 consumers only rated the product without leaving a review. The number of stars "ratings only" are averaged in with those that have also left a review.
This new Amazon rating system allows the purchaser to add a written review at a later time.
To sell a product on Amazon the item needs reviews. Without reviews and star ratings it's almost impossible to attract buyers. Without buyers there's no one to leave a review. Brands need reviews to build any kind of equity. Ratings are the life-blood of selling on Amazon. Many different tactics (some better than others) are used to jumpstart reviews. This new rating system could also help. The easier it is for a customer to leave a product a 'vote of confidence' as represented by a 5-star rating, the more of those the ratings the product will receive and the more it will ultimately sell.
For years now, Amazon has been trying to deal with the issue of fake reviews (and ratings). This change makes that task even more difficult. Written reviews help the consumer discover why the shopper left the rating they did and even if the review can be trusted. The new "rating only' system leaves shoppers guessing about both why the rating was left and the authenticity of the opinion. A 1-star rating says nothing specific about the product or situation. A shopper may leave a 1-star rating because the delivery person left the package on their lawn or because the product itself was defective. With simplified ratings only, there is no way to tell.
The new system may make the overall ratings less skewed toward unhappy consumers who tend to write more reviews. However, it doesn't make the product reviews any more trustworthy. In fact, it may make them less relevant and less trustworthy.
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