research shows that 95 %
of consumers talk about the impact of reviews on their purchase decision.
Customers read them carefully to find out the pros and cons of a product before buying it.
These reviews are helpful for comparing similar products, as well as allowing you to get a feel for and impression of a product you've only seen in photos and videos.
On Amazon, shoppers can even vote for reviews they found helpful. As the number of votes grows, Amazon begins to move reviews higher to increase their visibility. After this process, the top 8 most useful reviews are displayed, including both negative and positive reviews, regardless of rating.