Study finds negative reviews still contribute to sales

Published: 19-Jun-2017
Marketing

The number of online reviews a product has impacts sales more than whether a review is good or bad

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Negative product reviews do not necessarily mean consumers will be put off, a new study by e-commerce analytics company Profitero and dunnhumby’s BzzAgent reveals.

The report, Assessing the Impact of Ratings and Reviews on E-commerce Performance, found that it is the number of online reviews a product has that directly correlates to sales performance, even if some of those are negative.

Using Amazon UK data the report found that in the skin care category, best selling products in the Top 10 had on average

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