Respond to reviews at scale.
Most brands respond to 15–25% of their review volume because each reply is a 3–5 minute task. Move coverage to 80% with a draft-and-approve workflow and brand-voice calibration.
The short answer
Responding to reviews at scale means moving from a manual reply-by-reply workflow to a draft-and-approve queue, where the AI drafts a tuned response for every new review and a human reviewer approves, edits, or skips. For consumer brands with 20+ active SKUs, this typically moves coverage from 20% to 80% in the first month — without degrading response quality. The platform learns your specific brand voice from approved drafts over time.
The job.
CX teams at consumer brands accumulate 60–150 new reviews per week per 20 active SKUs. Writing each response is a 3–5 minute task — 10–15 hours per week at full coverage. Nobody has that. The result is a coverage rate of 15–25%, with responses concentrated on the most recent and most extreme reviews. The middle and the tail go unanswered.
The job is to build a workflow that produces approved, on-brand responses for the full volume — not just the top of the queue. The workflow has to preserve the human judgment that makes a good response good, and it has to respect retailer-specific conventions (Amazon's no-external-links policy, Walmart's more permissive tone, Bazaarvoice's syndication behavior).
Why it's hard today.
- Each response takes 3–5 minutes. At 100 reviews a week, that's 5–8 hours. No CX team has that capacity.
- Every retailer has different rules. Amazon prohibits external links. Walmart is more permissive. Bazaarvoice-syndicated reviews appear on multiple retailers — responding on one doesn't respond on all.
- Brand voice varies by reviewer. A 5-star review from a long-time customer shouldn't get the same tone as a 2-star technical complaint. Pre-written templates don't work.
- Approval workflow is clunky. Teams that have tried AI-drafted responses usually end up with worse copy than their manual responses because the drafts are generic.
- Posting back to retailers is fragmented. Seller Central, Walmart Item page, Bazaarvoice ConneX, Trustpilot — four separate interfaces to close the loop.
How Indellia does this job.
Response Agent drafts every incoming review.
The Response Agent (Beta) watches your connected retailer accounts. When a new review lands, a draft response is generated based on the review's content, rating, theme, and the reviewer's apparent intent. The draft respects retailer-specific conventions and applies one of three response modes: acknowledge, resolve, or thank.
Brand-voice calibration from approved drafts.
After 20–30 approved responses, the Response Agent learns your specific brand voice — sentence length, warmth, closing register, signature phrases. New drafts match your house style rather than a generic template. Voice evolves as new approvals land; your drafts get better the more you use the system.
Approve-and-post queue.
Reviewers see a queue with pre-filled drafts, one reviewer can approve 60–100 responses in 30 minutes. Each draft shows tone notes, two alternate phrasings, and the retailer-specific constraints. Approve, edit, or skip — only approved responses are posted.
Theme-level response framing.
When a specific theme is emerging (e.g., "app pairing"), the queue groups all affected reviews together with a consistent response approach. This both saves time and prevents inconsistent public messaging about the same issue.
A day doing this job with Indellia.
Monday morning. The CX team lead opens the response queue in Indellia. 74 new reviews since Friday across Amazon, Walmart, and Best Buy. The Response Agent has drafted all of them, grouped by theme. Top of the queue: 18 reviews mentioning the "app disconnects" issue in the Model 12. Each has a draft that references firmware 2.4 and the Settings → About → Firmware path, in the team's professional-resolve voice learned over the last month.
She reads the first draft, approves it. The remaining 17 are near-identical with small per-reviewer variations. She approves 15, edits 2, skips 1 where the reviewer is using the wrong product. Ten minutes for 18 reviews. She moves through the other theme buckets — a mix of positive thanks, ambiguous neutrals, and one-off complaints. 74 reviews in 35 minutes, 70 posted, 4 skipped for human follow-up. Coverage last quarter: 19%. Coverage this month: 84%. The monthly CX review no longer starts with "we need to increase response rate."
What you'll need to set up.
Connect retailer accounts.
Amazon Seller/Vendor Central, Walmart Marketplace, Bazaarvoice ConneX, Trustpilot. OAuth-based connection, read + respond permissions.
Load 20–30 past responses for voice calibration.
Provide a sample of responses your team has posted that represent your desired voice. The Response Agent learns from these.
Define response policies.
Which star ratings get which response type by default. Which themes trigger escalation to a human. Which responses require manager approval before posting.
Assign reviewers to the queue.
CX team members subscribe to the response queue. Approve-and-post permissions are role-controlled.
Related.
Frequently asked questions
Does the Response Agent auto-post?
No. Every response is human-approved before posting. The Response Agent drafts and presents a queue; a CX team member approves, edits, or skips. Auto-post is not available in Phase 1 — the human-in-the-loop review is the safeguard that keeps quality high.
How does the agent learn our brand voice?
Provide 20–30 past responses that represent your desired voice. The Response Agent learns sentence length, warmth level, closing register, and signature phrases from the sample. New drafts match your house style. Voice continues to evolve as new responses are approved.
Does Amazon's Terms of Service allow AI-drafted responses?
Amazon permits seller and brand responses on product listings. There's no policy distinguishing human-written from AI-drafted responses as long as content complies with Amazon's guidelines — no external links, no promotional content, no personally identifying detail. The Response Agent enforces these constraints by default.
How does this handle Bazaarvoice-syndicated reviews?
Bazaarvoice-syndicated reviews appear on multiple retailer pages. The Response Agent posts the response once to Bazaarvoice; syndication handles distribution to all participating retailers. No duplicate responses, no missed channels.
Have a specific question?
Indellia's AI agents answer with citations from real customer feedback across Amazon, Walmart, Best Buy, and 20+ retail channels.
From 20% coverage to 80% in the first month.
Draft-and-approve workflow with brand-voice calibration, retailer-aware phrasing, and theme-level grouping.