What is Review Velocity?
Review velocity is the rate at which a product or store accumulates new customer reviews over a given period. It measures not just the total number of reviews, but how quickly new ones are added.
Understanding Review Velocity
Review velocity is distinct from total review count. A product with 500 reviews but none in the last 6 months sends a different signal than a product with 200 reviews and 15 added in the past month. Shoppers, both consciously and subconsciously, evaluate the recency of reviews when making purchase decisions. A flood of old reviews with no recent additions can raise concerns about whether the product is still being sold, whether it has changed, or whether the reviews are authentic.
Several factors influence review velocity: order volume (more sales naturally produce more reviews), review request timing and frequency, the friction level of the review submission process, and incentive structures. Most e-commerce review platforms send automated email or SMS requests after purchase, and the timing of these requests significantly impacts response rates. Research suggests that requests sent 7-14 days after delivery, when the customer has had time to use the product, produce the highest quality and quantity of reviews.
Review velocity also affects search engine optimization. Google considers review freshness when determining rich snippet eligibility and local search rankings. Products with a steady stream of recent reviews tend to maintain their rich snippets more reliably than those with stagnant review profiles.
Platforms like Amazon use review velocity as a ranking signal in their search algorithm. While Shopify store owners do not directly compete in this way, the principle applies to customer trust. Fresh reviews signal an active, thriving business. They also provide up-to-date information about product quality, shipping speed, and customer service that older reviews may not reflect.
Why Review Velocity Matters for E-Commerce
High review velocity builds a compounding trust advantage. Stores that consistently collect fresh reviews provide more relevant social proof to shoppers, maintain SEO rich snippet eligibility, and accumulate a growing library of user-generated content that can be repurposed in marketing. Conversely, low review velocity creates a stale impression that can undermine trust even when total review counts are high.
How Eevy AI Helps with Review Velocity
Eevy AI includes automated review collection via email and SMS, with configurable timing and templates. The platform handles the collection pipeline so new reviews flow in consistently, maintaining healthy review velocity. These reviews then feed into the layout optimization system, where the genetic algorithm determines the best way to display them for maximum conversion.
Related Terms
Social Proof
Social proof is a psychological phenomenon where people look to the actions and opinions of others to guide their own behavior, especially in situations of uncertainty. In e-commerce, it manifests as reviews, ratings, testimonials, purchase counts, and user-generated content that signal product quality and trustworthiness.
Review Widget
A review widget is an embeddable component that displays customer reviews on an e-commerce store. It typically renders star ratings, review text, customer names, photos, and filtering options within a defined section of a product page or homepage.
User-Generated Content (UGC)
User-generated content (UGC) is any content, including photos, videos, reviews, social media posts, and testimonials, created by customers or users rather than by the brand itself.
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