Amazon’s customer questions and answers section is an important feature that’s overlooked by many Amazon sellers. Available on every product listing, this interactive tool gives customers the ability to ask questions about the item’s features, function, durability, and more. 

As the product seller, you can have a significant impact on your customers’ purchasing decisions by promptly and effectively answering questions. Think of it this way—if the customer doesn’t know the answer to their question, they won’t buy the product.

Ready to get started with Amazon questions and answers? Keep reading to learn more about how the feature works, as well as some best practices for responding to customer questions.

How it Works

The customer questions and answers section can be found towards the bottom of your product listings. If a potential buyer has a question about your product after reviewing the product details, they’ll be able to search through previously answered questions or post a new question.

Once a question is submitted, you’ll receive an email notification to alert you to the question and give you the chance to answer it. Note that other customers will be able to answer the question as well, and they may receive email notifications about new questions depending on their account settings. 

Once you respond, the full question and answer will be posted on the product listing, and your status as the seller will be indicated next to your response. As the seller, your responses carry extra weight, are more accurate, and will have a direct effect on your overall brand reputation. Thus, it’s important that you take the time to answer questions rather than leaving them to other shoppers to address.

Why Answering Customer Questions Matters

As mentioned above, sellers have a lot to gain by answering customer questions. Here’s a look at some of the key benefits:

1. Increased Conversions. When a customer asks a question, it means they’re missing important information that would allow them to complete their purchase. For example, they may be concerned that an item of clothing is dry clean only, that a piece of furniture won’t fit in their house, or that a kid’s toy breaks easily. By providing clear answers to questions like these, you can encourage a greater number of visitors to the product listing to ultimately purchase the product, thus increasing your conversion rate.
2. Enhanced Brand Image. Potential buyers will appreciate seeing that you are attentive to your customers’ questions and that you give clear, honest, and concise answers. As a result, customers will have greater trust in your brand and feel that they can rely on your care and expertise.
3. Valuable Feedback On Your Product Listings. Customer questions can alert you to important product details that were inadvertently left off of the product page. After you’ve answered the question, you can take the opportunity to update your product listing with the missing information. Your future buyers will then have a more complete picture of your product and will be more likely to purchase the item.
4. Increased Web Traffic. As discussed earlier, answering questions can improve your conversion rate, which refers to the percent of visitors to your page who purchase the item. Since the conversion rate is a key metric used by Amazon to determine your product’s ranking, answering questions can help bring your listing up higher in Amazon searches.

Besides improving your Amazon ranking, the Amazon customer questions and answers tool can increase the number of keywords used by other search engines like Google. With a larger pool of product keywords, your listing is more likely to show up in various searches.