Copy & Psychology

Review Mining

Reading Amazon or competitor reviews to find the exact language customers use about a problem or product — then using that language directly in your ad copy.

Review mining is the research practice of reading customer reviews (typically on Amazon, but also competitor sites and Reddit) to extract the exact language customers use to describe a problem, a benefit, or a disappointment with existing solutions. That language then gets written directly into ad hooks, ad scripts, and PDP copy.

Why it works: customers always write copy better than marketers do, because they use the specific language they hear inside their own heads. A creative strategist who spends 2 hours on Amazon reviews will typically leave with 10-15 hooks that test far better than anything they would have invented from scratch.

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