An Overview: Why Brands Analyse Reviews and Ratings

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Reviews and ratings play a vital role in the online marketplace, influencing shoppers’ purchase decisions and providing valuable insights for brands. Positive reviews and ratings significantly impact impulse buying decisions and offer opportunities for brands to increase product prices.


Shoppers are often willing to pay more for high-quality products. Conversely, negative scores can lead to losing customers, who may switch to competitors or alternative eCommerce platforms.

Let’s dig deeper to find out why analyzing ratings & reviews are so crucial for brands.

Influence of Rating & Reviews 

The influence of reviews and ratings extends beyond consumer decisions and pricing strategies. They also affect SEO rankings, product return forecasts, identifying underperforming areas, and more. 

For example, reviews containing brand names and relevant keywords can improve search engine rankings and enhance product discoverability. Ratings are now used in digital advertisements to showcase consumer trust in a brand, making reviews and ratings an important part of user-generated content.

Rating and reviews have a significant influence on consumer behavior and decision-making processes. Here are some key aspects:

  1. Purchasing Decisions: Rating and reviews are crucial in shaping consumer purchasing decisions. Many consumers rely on the opinions and experiences shared by others when considering a product or service. Positive ratings and favorable reviews create a sense of trust and confidence, leading consumers to choose one product over another.
  1. Trust and Credibility: Ratings and reviews contribute to the establishment of trust and credibility for brands and products. When consumers see positive ratings and read favorable reviews, it enhances their confidence in the quality and reliability of the offering. This trust factor is particularly important in online transactions where physical product inspection is impossible.
  1. Social Proof: Ratings and reviews serve as social proof, influencing the behavior of potential customers. People tend to follow the opinions and actions of others, especially when they are uncertain about a particular purchase. Positive ratings and reviews act as endorsements, signaling that a product or service is well-regarded by others, which can sway the decision-making process.
  1. Reputation Management: The presence and quality of ratings and reviews directly impact a brand’s reputation. Brands actively manage their online reputation by monitoring and responding to customer feedback. Addressing negative reviews and resolving customer concerns demonstrate a commitment to customer satisfaction and can help mitigate potential damage to a brand’s image.
  1. Search Engine Rankings: Reviews and ratings can influence search engine rankings. Search engines consider the quantity, quality, and relevance of reviews when determining the visibility of a brand or product in search results. Higher ratings and positive reviews can improve a brand’s online visibility, attracting more potential customers.
  1. Repeat Purchases and Customer Loyalty: Positive ratings and reviews can contribute to repeat purchases and customer loyalty. Satisfied customers who leave positive feedback are likelier to become loyal to a brand and recommend it to others. Reviews also provide insights into areas for improvement, allowing brands to enhance their products or services and retain existing customers.
  1. Competitive Advantage: Brands with higher ratings and reviews often enjoy a competitive advantage in the marketplace. When consumers compare similar products or services, they are more likely to choose the one with better ratings and more positive reviews. This can lead to increased market share and customer acquisition.

Brands that actively manage and leverage this feedback can gain a competitive edge, attract customers, and foster long-term loyalty.

Why do brands need to analyze ratings & reviews? 

Analyzing reviews and ratings help brands identify bestsellers, favored brands, average ratings across platforms, and other valuable insights. Brands also analyze ratings to gauge the likelihood of repeat purchases by consumers. Monitoring review and rating scores can greatly influence marketing and advertising decisions. For instance, if negative reviews indicate packaging issues with biscuits, such as breakage or crushing, it signals the need for improvements in the packaging process.

Three Reasons Brands Monitor Reviews and Ratings

Understanding Consumer Needs:

Reviews and ratings provide first-hand impressions of a brand’s product listings on e-commerce platforms. They highlight the best and worst features, as well as competitive advantages. Additionally, reviews often include supporting visuals, giving brands a deeper understanding of consumer problems.

Understanding consumer needs helps brands make product improvements, launch new listings, and enhance the user experience across e-commerce platforms. Reviews also allow brands to build long-term customer relationships and improve their market reputation. They help identify warning signs on e-commerce platforms, such as fake products or poor quality, fostering trust among potential buyers.

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Identifying Buying Decision-Making Factors:

User-generated content, including reviews, significantly influences the purchasing decisions of online shoppers. Monitoring reviews and ratings help brands identify the key factors that impact buyers’ decisions.

According to a source, online reviews can increase sales by 18%. For example, if reviews mention that a speaker has excellent quality but a slightly high price, buyers who prioritize quality over price may still be willing to pay more.

Simultaneously, the brand gains pricing intelligence, indicating that the product is priced higher than similar listings. Reviews serve as a means of communication between brands and consumers, enabling brands to identify areas for improvement and enhance the most appealing features of their products.

Assessing the Trustworthiness of Product Listings:

Reviews and ratings contribute to building trust in products and brands. Consumers rely on reviews and ratings before making final purchasing decisions. They provide a genuine picture of the product, even with attempts by influencers to manipulate scores.

According to a report, consumers are less likely to buy products without ratings and reviews, as they prefer to be the first to share their experiences. Consumers also avoid the risk of buying from new sellers without reviews and ratings, as it does not establish trust. Additionally, excessive positive reviews can raise suspicions among consumers. 

Around 55% of consumers become skeptical of product reviews if they contain similar wording. To gain the trust of potential buyers, brands need to collect verified user-generated reviews and ratings continuously. Analyzing reviews and ratings helps brands assess the consumer trustworthiness of different product listings compared to the competition.

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Final Thoughts

Examining reviews and ratings provides valuable information on the preferred platform and product performance and suggests opportunities for growth. Additionally, brands continuously analyze reviews to identify standout products across different categories and allocate marketing budgets accordingly.

Moreover, evaluating review and rating scores helps brands determine which products to feature in advertisements, public relations efforts, and influencer campaigns. As a result, reviews and ratings analysis have become integral to digital commerce Intelligence, which can help brands enhance their performance across eCommerce platforms. 

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