In light of Amazon’s strict quality control standards, it’s safe to assume that it also attracts sellers that are willing and capable of offering superior products. Amazon strives to maintain its reputation as “the most ‘customer-centric’ company on Earth” and does not tolerate low-performing sellers on its platform. On Amazon, 1-5 star product reviews not only inform potential customers about product functionality but also serve as a metric against which seller performance is judged. Since potential buyers cannot physically inspect products-and high-quality images can only convey so much-reviews act as the strongest piece of evidence for how well a product performs.
Reviews constitute social proof and are an indication of how well a product is received by customers.
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