How to analyse reviews on Amazon like a Pro

Customer reviews are more than just feedback—they are an untapped goldmine of valuable insights into your product, your brand, and your target market. Analyzing these reviews can help you refine your product, improve your Amazon listing, and understand customer sentiment on a deeper level. But manually sifting through hundreds or even thousands of reviews can be tedious and inefficient.

In this blog post, we’ll walk you through how to efficiently use AI to analyze Amazon reviews, extract key insights, and apply them to your Amazon FBA business. We’ll also show you how to create a customer avatar based on review data, which will help you better target your marketing efforts and drive more sales.

Why Analyze Amazon Reviews?

Analyzing Amazon reviews helps you:

1. Increase Conversion Rates: Positive reviews build trust, while addressing negative feedback improves product credibility.

2. Spot Trends: Understand what features your customers value most, or identify issues that need to be resolved.

3. Improve Product Development: Adjust your offerings to meet customer expectations and desires.

4. Optimize Listings: Use the exact language your customers use to refine product descriptions and ads.

5. Track Competitors: Learn from your competitors’ strengths and weaknesses by reading their reviews.

Additionally, analyzing reviews enables you to identify customer sentiment trends and create a customer avatar that represents your target audience.

Step 1: Extract Reviews Efficiently

Before you can analyze reviews, you need to gather them. Manually copying and pasting reviews from Amazon is impractical. Fortunately, several tools allow you to extract Amazon reviews in bulk and convert them into a usable format (CSV or Excel).

Recommended Tools

• Helium 10: Offers a Review Insights tool that lets you download reviews and analyze them in bulk.

• Shulex VOC: A free tool for extracting reviews with sentiment analysis.

• SellerSprite: Extract reviews and track trends over time based on star ratings.

• ReviewMeta: Helps identify fake reviews and filters out unreliable feedback.

• Jungle Scout: Combines review extraction with competitor and product research.

When exporting reviews, ensure your file includes the following fields:

• Title

• Body (main review text)

• Rating (1-5 stars)

• Date

• Variation (if applicable)

Step 2: Use AI to Analyze Reviews

Once you’ve extracted your reviews, you can use AI tools like ChatGPT to analyze them. AI can process large datasets quickly and identify key patterns, sentiments, and customer preferences.

How to Use ChatGPT

If you’re working with a large set of reviews, ChatGPT Plus (GPT-4) is recommended for its better processing capabilities. The free version is sufficient for smaller datasets.

Suggested Prompt

I have attached an Excel CSV file with the title, body, and rating (1-5 stars) of reviews for an Amazon listing. Please analyze the reviews and provide insights, including:

1. Top 5 Phrases People Use to Describe the Product

2. Top 5 Things People Like About the Product

3. Top 5 Things People Dislike About the Product

4. Top 5 Desired Improvements

5. Other Valuable Insights

Once ChatGPT has processed the reviews, you’ll receive detailed insights that can inform your product and marketing strategy.

Step 3: Extract Key Insights

Below are the key insights you’ll gain from the review analysis, formatted for clarity and ease of application.

1. Top 5 Phrases People Used to Describe the Product

Phrase	Description	Example Customer Quote
1. Soft and cozy	Comfort is a key selling point, particularly for pet-related products.	“The bed is so soft and cozy; my dog hasn’t left it since we bought it!”
2. Perfect size	Sizing is important; customers love it when a product fits their needs perfectly.	“It’s the perfect size for my golden retriever.”
3. Durable material	Buyers appreciate longevity and quality of materials.	“The material is so durable, even after a year of use!”
4. Easy to clean	Ease of maintenance is often a major factor in customer satisfaction.	“It’s easy to clean, which is a lifesaver with a shedding dog.”
5. Worth the price	Customers appreciate the product’s value for money.	“For this price, the quality is excellent.”

2. Top 5 Things People Like About the Product

Feature	Description	Example Customer Quote
1. Comfort and softness	Most customers praised the product for being comfortable for their pets.	“My dog falls asleep immediately—it’s so soft and comfy!”
2. Easy maintenance	The ease of washing and maintaining the product was highly appreciated.	“I love how easy it is to wash; just toss it in the machine.”
3. Stylish design	Many customers appreciated the aesthetic of the product.	“It looks great in my living room and blends with the furniture.”
4. Durability	The product’s long-lasting nature stood out in the reviews.	“This is the first bed my dog hasn’t chewed through.”
5. Affordable price	Customers felt they got good value for the price.	“For what you get, it’s a great price.”

3. Top 5 Things People Dislike About the Product

Dislike	Description	Example Customer Quote
1. Sizing Issues	Sizing was an issue, especially for customers with medium or large-sized pets.	“The medium size was too small for my 25-pound dog.”
2. Insufficient Padding	Larger dogs found the product lacking in adequate support or padding.	“I wish it had more padding for larger breeds.”
3. Shipping Delays	Some customers experienced longer than expected shipping times.	“It took over two weeks to arrive—very inconvenient.”
4. Material Tears	Customers with more active or chewing pets reported issues with material durability.	“My dog ripped it apart within a week.”
5. Price Concerns	Some felt the price didn’t match the product’s quality, especially regarding durability.	“It’s good, but for the price, I expected better durability.”

4. Top 5 Desired Improvements

Improvement	Description	Example Customer Quote
1. Thicker padding	Customers want extra comfort and support, especially for larger dogs.	“A thicker cushion would make this perfect!”
2. Clearer sizing	A more accurate sizing guide would help customers make the right choice.	“The sizing chart was unclear; I bought the wrong size.”
3. More color options	Buyers requested more color choices to suit their home decor.	“I’d love more colors to match my room.”
4. Improved durability	Customers with active pets want stronger materials.	“The fabric is great, but I’d like something stronger for chewers.”
5. Lower price	A lower price point or occasional discounts would improve perceived value.	“It’s a great product, but the price could be more competitive.”

5. Other Valuable Insights

Insight	Description	Example Customer Quote
1. Seasonal trends	Many customers purchase the product during holidays, particularly Christmas.	“I bought this as a Christmas gift for my dog, and she loves it!”
2. Delayed reviews	Reviews often lag sales, so high sales periods don’t immediately show up in review trends.	“It took a month for my review because I wanted to test it first.”
3. Preference for dark colors	Darker colors are favored because they hide stains and fur better.	“I chose the dark gray—it hides dog hair better than lighter colors.”
4. Older dog use	A significant number of buyers purchased this product for older dogs with joint issues.	“My senior dog sleeps better on this bed; it’s perfect for her arthritis.”
5. Competitive edge	Some customers switched from competitors due to this product’s superior design or functionality.	“This is so much easier to wash compared to the last bed I bought.”

Step 4: Create a Customer Avatar

Using the insights extracted from Amazon reviews, we can now create a Customer Avatar that represents the target buyer for your product. This persona will guide your marketing strategy, product development, and listing optimization efforts.

Example Customer Avatar: "Samantha the Pet Parent"

• Age: 30–45

• Gender: Female

• Location: Urban or suburban area

• Income: Middle to upper-middle class

• Family Status: Likely married or in a relationship, with children or a pet

• Occupation: Professional (e.g., office worker, teacher, healthcare worker, etc.)

• Buying Motivation: Samantha is a pet parent who treats her dog as part of the family. She seeks comfort, durability, and ease of maintenance in pet products. She’s willing to spend more for quality but still looks for value for money. Samantha is likely to invest in products that improve her dog’s comfort, health, and quality of life.

• Buying Behavior: Research-driven. Samantha reads reviews before purchasing and values real-world experiences. She prefers easy-to-maintain products and tends to choose those that are highly rated by other pet owners. Price is a concern, but she is willing to pay a premium for durability and comfort.

• Challenges: Samantha may struggle with sizing issues or the product not living up to her expectations for quality or durability.

• Key Values: Comfort for her pet, durability, ease of cleaning, and style. She values transparency in product descriptions and customer service.

By analyzing customer sentiment, trends, and pain points, you can refine your product offerings, optimize your listings, and create more targeted ads. With a clear customer avatar in mind, your Amazon FBA business will be well-positioned to connect with your ideal customers.

Conclusion

By leveraging AI to analyze Amazon reviews, you can extract valuable insights that help you improve your products, refine your listings, and better understand your target market. With this information, you can enhance customer satisfaction, drive more sales, and ultimately grow your Amazon FBA business.

Don't forget to regularly analyze reviews to keep a pulse on customer sentiment, identify emerging trends, and adjust your strategies accordingly. By continuously iterating based on data-driven insights, your FBA business will stay ahead of the competition.