Brands might work hard to make their product detail pages appealing on Amazon, but all bets are off once they scroll down to the customer reviews section. While it can be frustrating to have no control over product reviews, there are ways brands can leverage consumers' opinions and questions—the good and the bad—to their benefit, and even reduce negative reviews in the future. eMarketer's Patricia Orsini spoke with Rob Gonzalez, co-founder and executive vice president of business development at ecommece product management consultancy Salsify, about why brands should embrace the reviews section.