In the research of online reviews, few scholars pay attention to the order bias of online reviews.  Based on previous studies on the effects of the first consumer review on the producfs home page, this article explores the influence of negative reviews on the first page on product sales.  Based on the analysis of 1161 negative reviews on the home pages of 387 Taobao products ,this article finds that the number of the negative reviews' additional reviews on the first page and the negative reviews rate have significant negative impacts on product sales.  The additional review depth and the seller reply depth of the negative  reviews on the first page have positive moderating effects on the relationship between the number of the negative reviews' additional reviews on the first page and product sales.  The additional review depth and the seller reply depth of the negative reviews on the first page have negative moderating effects on the relationship between the negative reviews rate and product sales.  On the one hand, this finding proves the existence of the important influence of the negative reviews' contents on the first page on consumers' purchase decisions.  On the other hand, it expands the research realm of the order bias and the first impression bias of online reviews, providing researchers with a new research direction.