I see this graphic posted quite frequently, or at least some variation. The image changes, as do the numbers that unlock the hidden wonders of Amazon. At least this one has a coherent theme and a sense of pizzazz. Unfortunately, it’s also hogwash.
Now, the importance of reviews can not be expressed or emphasized enough. Think to how you interact with products you’re about to buy on Amazon. Me personally, I read the 1 Star reviews instantly (even before the product description.) I want to know the worst of the product so I can do a personal risk assessment. Without reviews, we’d be buying blind. Let me repeat this: Reviews ARE important, but let’s dispel some common misconceptions.
Myth: After X number of reviews, Amazon includes your book in “also boughts”…
Reality: No. Wrong. Want proof? I have had books with zero reviews appear on multiple also boughts. The Also bought category is not influenced by reviews (or at least nothing I’ve seen quantified.) It is literally based on people’s purchasing decisions and common themes. Buy my book, then buy Twilight, if this happens enough times, I’ll show up in the also bought for Twilight. Reviews be damned. This is about purchasing history. The proof comes from how we can influence these. My fans buy books in both my series, so I see both series in my also boughts. Now that I’ve started using AMS ads targeting people like Robert Kirkman and Max Brooks with my zombie novels, I see them show up in mine and I even showed up in a Walking Dead also bought (short-lived victory, but I got there!)
Myth: After X number of reviews, Amazon highlights the book for spotlight positions…
Reality: No. Wrong. Amazon is not making marketing decisions based on the quantity of reviews. The almighty algorithm is looking at quantity of books being sold. Perhaps the review rating influences this, but it’s not the sole (or even key) decision. This is a case of fame begets fame. You sell 20,000 copies, Amazon will promote you. You have to sell to sell. Frustrating, I know. Amazon does however alert your followers on Amazon or purchasers of your previous books that you’ve released a new book. It’s erratic, not guaranteed, can be months after the release, so do not depend on this. It is nice however when my mom shoots me an email with a screen shot of my book being listed because she buys everything I write. She thinks I’m famous. I perpetuate this lie.
Myth: Reviews can be short, just say, “I liked it.”
Reality: Eh. Kinda false. When was the last time you bought a book because your friend said, “I liked this book.” If you’re going to be short, at least use better descriptors. “I absolutely loved this book.” Okay, now maybe I’ll look at it and leave it in my Amazon cart for three months. Think back to when you went to Amazon and read dozens of reviews with comments under ten words. I’ll give you a moment. You can’t, can you? Because nobody reads these types of reviews. They’re wasted space. Sure, it might lure somebody in to click on your book, “Wow, 200 reviews, this must be amazing.” You get there only to find dozens of one liners. This is starting to look like owed favors and family members trying to do you a solid. In the wake of numerous scams happening on Amazon with reviews, purchased ranks and even authors buying their way onto the USA Today Best Seller chart, appearances matter. Be persistent, but push readers to leave reactions, feedback, hell, I even promote leaving non-5 star reviews (once in a while) to keep things authentic and truthful. It pays off. Watching you what you pay attention to on products, the same goes for your books.
Myth: You don’t need to buy the book to leave a review…
Reality: True, but similar to short reviews. Yes, you can review anything on Amazon regardless of your purchasing. However, unverified reviews (reviews left by people who have not bought your product) are hidden. Their review shows in the total number of reviews, but the actual verbage is hidden unless the customer goes down, clicks on reviews, and then clicks on unverified. That’s a lot of work. To me, the customer, they didn’t buy the book and left a review. Why would I believe a review of a person who didn’t buy the product? I wouldn’t. Yes, again, it helps snag the attention of the customer, “Ohhh, look at all those reviews!” But when you get onto the product page to find almost no reviews are visible (cause how many people truthfully read unverified reviews?) it’s going to start looking shady.
This happens often at the start of a release. You have given out a thousand ARCs and one hundred people have reviewed it. Many have not bought it (some ARC readers are awesome and will also buy your book) so their reviews are not verified. There is a certain forgiveness during launch time that fades quickly. So make sure you continue to promote leaving reviews, but be honest about why they are needed.
Myth: You need X number of reviews for promotions…
Reality: There are many promotional tools out there and many authors utilize “Author Email Promotions.” These are services that will send out your book to their mailing lists. Bookbub is probably the most well-known and coveted. Some are very specific, you need 10 reviews to be eligible. Others are rather ambiguous at best. I only received my Bookbub after I received 40 reviews. Does that mean it’s the magic number? No, but well reviewed books stand a higher chance. Each promotion will state what their needs are. I believe the most I’ve seen is 10 required to promote your book. Of course, more is always better.
There you have it. The floating images with misinformation have been debunked. I think reviews are extremely important (even bad ones.) They are the digital equivalent of your friend recommending a device you need and they have tested. However, we need to have realistic expectations and not imagine that a magical number will open the doors to Nirvana.