56% of online consumers say they always look at ratings and reviews and usually base their purchases on them. 41% say they sometimes look at reviews and only 3% say they never look at reviews. These stats are provided by a Digital Commerce 360/Bizrate Insights consumer survey. So to put it in other words, online sellers should pay close attention to what customers are saying in reviews because most potential customers always look at them.
Sellers should also respond to negative comments promptly and learn more about what customers like and dislike about their product. Another interesting piece of information for you to think about is that during their annual sellers conference, Amazon representatives themselves have mentioned that in fact it is better to have at least one 3 star product rating than no rating at all. Use this knowledge at your own risk :)