Analysis of 5 647 reviews about Amazon.com

Can Customer Feedback Analysis explain Amazon’s market position?

Photo: Pxhere

Amazon is without a doubt one of the major play-makers in global e-commerce. They have come along way since their origins as a book marketplace in 1994.
Today, Amazon is the go-to for many shoppers of all kinds of products, and the company is also a major player in AI agents and cloud computing.

Amazon is the dominant player in western E-commerce, so we wanted to see what we could learn about their successful platform. We took 5647 reviews about Amazon.com from Trustpilot, and ran them through Gavagai Explorer. Some things we learned really surprised us!

Here are 4 things we found out!

The sentiment around the topic “Prime” has been on a significant and steady downward trend since 2010. It is mentioned in 17% or reviews, and when mentioned it is associated with a lower than average grade.

The primary positive driver here is the topic “fast”. As we take a closer look on the topic, we can see that that customers are really satisfied about the fast delivery and processing of the order placements. although there are some deviations, the overall rating tends to be high, at 4.45/5

The topic “account” is a major negative driver, especially when mentioned together with “locked”, “close”, and “hacked”. However, it only occurs in 6% of reviews.

The sentiment around the topic “review” has been on a downward trend since 2010. Upon further studies we can find mentions of fake reviews and amazon deleting certain reviews posted on products.

The topic “customer service” occurs frequently, and sentiment on this topic has been decreasing over the years, from very high in 2008 to very low in 2019. “prime”, “refund”, and “price” are frequently associated with the topic “customer service”.

What can we tell from this?

Prime membership (and associated benefits such as free 2-day shipping) and fast deliveries are often highlighted as major advantages of shopping with amazon. Speed seems to be a confirmed advantage based on our analysis, but Prime membership is a divisive issue. Some customers mention failure to deliver on the standards promised for Prime members. This may highlight a risk of promising very high standards – namely that when in cases when they are not met, dissatisfaction is sure to follow.

A worrying indication in this analysis is the last insight on the topic “reviews”, in which there seems to be dissatisfaction with the treatment and reliability of amazon reviews among customers.

Despite the complaints, it’s clear that Amazon is maintaining its market position, at least for now. Even so, it’s important to keep up to date on factors that might cause customers to look elsewhere, especially with other players vying for market share.

Want to try this kind of analysis on your own data?

Gavagai Explorer is free to try
(no credit card needed) and works in 46 languages.

Gavagai is a Swedish language-tech company using advanced AI to help businesses analyze text and feedback – so they can understand their customers better. Spun off from the Swedish Institute of Computer Science, our Word Space Technology has grown and improved over 20 years, and our research team has published more than 400 academic papers.