Do Reviews in Online Bookstores Matter?

Reviews and recommendations in online bookstores are a powerful promotional tool. Many shoppers read book reviews before making a purchase in online bookstores and reviews can be the tipping point that causes the customer to click the Buy button.

Even if someone came to the site looking for a specific book, they may still read the reviews to validate that they are making a good purchase decision. Reviews are important for all types of books, but they are especially critical for nonfiction books, where shoppers often compare several books on a topic before making a decision.

In my new book, How to Get Your Book Reviewed, I cite a study by the Yale School of Management concluding that book reviews on the Amazon and Barnes & Noble websites affect sales of individual books, and also increase total sales on the sites.

I came across this interesting commentary on the blog of author Laura Pepper Wu, and it's reprinted it below with her permission:

“Reviews are the reason Amazon is where it is. The other day I was in a brick and mortar store and I was struck by the lack of info I was getting about the books I was browsing. I needed social reassurance, because I grew up in the 90′s and 2000′s and that’s what I’m used to receiving.

Perhaps my parents relied on word of mouth recommendations from friends and family – the current generation depends upon several detailed written reviews. Without book reviews, all we can do is judge a book by its cover, and that’s a tough task. We crave something more. We crave the nod from more than a handful of people saying this is worth spending your hard earned money on. Or, don’t waste your time.

We live in a review-driven society (who doesn’t check out hotels on Trip Advisor or restaurants on Yelp), so having a review or several is going to drive book sales (providing they are positive of course) like nothing else.”

It's important to encourage reviewers and customers to post reviews on Amazon, and make it easy for them to do you this favor by providing a link to your book's sales page.

Learn more about how to get reviews and testimonials in online bookstores and a variety of other venues in How to Get Your Book Reviewed. 

Comments

[Sandra McLeod Humphrey]

I just finished reading How to Get Your Book Reviewed and it's a WONDERFUL resource--it covers just about everything an author needs to know about book reviews. Thanks so much!

[Dana Lynn Smith]

Thank you so much, Sandra!

[Amber Polo]

I loved How to Get Your Book Reviewed. Made me pay even more attention to the reviews on Amazon and who is posting them. I'm more likely to "Like" books and post reviews. I also am more likely to "Not helpful" those who seem to be just cheap shots or off the mark. I also often check if people giving glowing 5 star reviews to books have reviewed other books. Many have not and lose credibility with me. It feels like having your relatives post reviews.

[Donita Paul]

I have learned to pay little attention to the reviews that give a one star. Usually the writer of the review has an agenda or just likes to spout off. I am wary of three stars as well, dating back to the statistic classes I took in college. The mid point didn't declare anything and mostly avoided giving an opinion. That isn't necessarily being a mugwump. There are many times when I don't feel strongly, one way or another about a book. I wouldn't throw it into the river and I wouldn't keep it on the shelf for frequent re-read. In that case, a three star designation is acceptable.
When I'm looking at reviews for my books, I read the five star reviews for warm fuzzies. Armed with good strokes to my ego, I read the two stars. Often there are valid points in these. If said as constructive criticism (even my son has told me my battle scenes are meek) I try harder to fine tune this part of my craft. Then I read the four stars where more bits of wisdom often lurk. And if my confidence in my craft has taken too many hits, I read the five stars again. I have author friends who never read reviews. That's okay too. I don't want my ego squashed or my head swelling like a pumpkin in September. I've identified one reviewer who delights in crushing reviews. I see his name and skip it. I would just like him to know I don't bother reading his vitriol. That would be satisfying. However, it's petty, too. Do reviews help me as the author? Yes, I think the well-written and thoughtful analysis of a reader is priceless in affirming what I do right and motivating to hone my craft in areas I am weak.
I'm going to go look at Dana Lynn Smith's book.

[Dana Lynn Smith]

Amber and Donita, thanks so much for your insights.

I tend to think of reviews as promotional tools (it's what I do!) but it's interesting to hear Donita's perspective on how reviews affect her personally an author.

[Judith Briles]

Reviews do matter and in an online marketplace where the pre-purchasing experience is very minimal (like scanning the book, seeing the actuality of the book), knowing real experiences of other customers who already owned the book will give other customers what it feels like if they too own the book. It is an indirect promotional means but more sincere and reliable than the usual advertisement.

[Dana Lynn Smith]

Judith, thanks for your comments. I like the way you put it - "sincere and reliable."