Amazon User Survey of 1,000: Nearly 60% Avoid Ratings Below 4.0; 'Price x Reviews' is the Key to Sales

LINK Inc. (Headquarters: Shinjuku, Tokyo; Representative: Hiroki Nagumo) conducted a consumer awareness survey regarding product purchases on Amazon. This survey analyzes what factors Amazon users prioritize when purchasing products, as well as their perceptions of reviews, star ratings, and advertisements.

With countless products sold on Amazon, consumers make purchasing decisions while comparing various information. This survey clarifies which information Amazon users actually prioritize.

1. Factors prioritized when purchasing on Amazon About half prioritize 'Price'—the era where 'Low Price and Ratings' determine purchases. The survey revealed that 47.5% prioritize price, followed by 'Review Ratings (star count)' at 27.5% and 'Number of Reviews' at 9.2%. Combined, review-related factors account for 36.7%, making them the second most important decision-making material after price. Thus, 'Price x Reviews' significantly influences purchasing decisions.

2. Items checked first on product pages About 80% check 'Price' and 'Product Images' first—the 'First Impression' determines the outcome. 39.9% check price first, and 36.7% check images. Together, 76.6% check these two factors immediately upon opening a page.

3. Avoiding products with ratings below 4.0 About 60% avoid products with ratings below 4.0. This suggests that '4.0 stars' is a psychological benchmark for Amazon users.

4. Influence of review count Over half (55.5%) use the 'number of reviews' as a criterion. Products with over 100 reviews tend to provide a sense of security to users.

5. Awareness of sponsored displays 84.0% of users recognize that 'Sponsored' displays are advertisements. While not fully understood by all, the nature of Amazon's UI influences purchasing behavior.

6. Age of respondents Those in their 30s and 40s account for approximately 65% of respondents.

Comment from LINK Inc.: Purchasing behavior on Amazon is heavily influenced by 'Price,' 'Reviews,' and 'Product Images.' Maintaining a 4.0 rating, acquiring reviews, and improving product pages are directly linked to increased sales. Comprehensive optimization is the key to success.