Amazon tests a one-tap review system for product feedback

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Amazon is testing an easier way for people to leave product feedback with the launch of one-tap ratings. The change is meant to encourage those who don’t have the time, energy or interest in writing reviews to still share their opinion about the product, which benefits the larger Amazon community of shoppers who are reliant on ratings and reviews to make better purchasing decisions.

If you have access to the new experiment, you’ll be able to just tap once to leave your star rating on any item, without having to fill out additional fields like a review title and written review, as previously required.

You’ll also be able to access these one-tap ratings from a number of places, including the “Your Orders” page on Amazon where you can tap the “Write a Review” button; by going to a product page directly; or by responding to solicitations sent to you from Amazon or those that appear on the homepage when you log in.

The process of leaving a one-tap review is extremely simple — you just select the star rating and you’ll then see a green checkmark confirming the submission.

Only those one-tap ratings from Verified Purchases will contribute to the product’s overall star rating. You’re also able to expand on your feedback later on, if you choose, by adding a review, photos or video.

The new feature could go a long way toward being able to collect feedback from a larger number of online consumers, as many don’t bother with writing reviews. It also could help balance out the ratings with feedback from real shoppers, as opposed to those who may have been incentivized or paid to leave reviews.

That’s against Amazon policy, of course, and is a practice the retailer has been cracking down on for years — including by outright banning incentivized reviews, by way of multiple lawsuits, fines and through suspensions of seller accounts. But there are still services out there offering to boost a product’s Amazon reviews through less-than-official tactics. And there are products on Amazon that continue to have suspiciously positive reviews, ranging from weight loss pills to Bluetooth headphones.

Flooding those products with legit reviews from real customers could bring about a more accurate rating, even if Amazon isn’t able to fully flush the scammers from its review community.

The new ratings test is showing both online and in the mobile app worldwide. Not everyone will see the feature at this time, as some customers will be in a control group.

Amazon confirmed the new feature is an experiment, not a public launch.

“We are testing a feature that allows customers to leave feedback easily while also helping shoppers get authentic customer ratings on products from a broader set of shoppers,” an Amazon spokesperson said.

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