Existing works on sentiment analysis on product reviews suffer from the following limitations: (1) The knowledge of hierarchical relationships of products attributes is not fully utilized. (2) Reviews or sentences mentioning several attributes associated with complicated sentiments are not dealt with very well. In this paper, we propose a novel HL-SOT approach to labeling a product’s attributes and their associated sentiments in product reviews by a Hierarchical Learning (HL) process with a defined Sentiment Ontology Tree (SOT). .