Many Amazon sellers focus on product reviews, but did you know that Amazon seller feedback can determine your Buy Box eligibility and even impact account health?
While most sellers focus on managing product reviews, many overlook the importance of seller feedback. However, seller feedback plays a crucial role in evaluating performance and directly impacts key metrics like account health.
It not only reflects the quality of customer service but also influences Buy Box eligibility. Ignoring it can hurt your reputation and overall success on Amazon.
This means understanding and managing seller feedback is essential for long-term success on Amazon. That is why our Amazon agency created this guide to cover everything you need to know about seller feedback and how to handle it effectively.
Table of Contents
What Is Amazon Seller Feedback?
Amazon seller feedback is a rating system where customers evaluate their experience with sellers. It focuses on order fulfillment, communication, and customer service rather than product quality.
Customers rate sellers on a 1 to 5-star scale and can leave written comments about their customer experience. This feedback affects other shoppers’ trust and your overall seller account health.
How to Leave Amazon Seller Feedback
Customers have 90 days after purchase to submit seller feedback. They can do this by:
- Going to “Your Orders” in their Amazon account.
- Selecting the order they want to review.
- Clicking “Leave Seller Feedback”.
- Rating their experience on a 1 to 5-star scale and optionally leaving a written comment.
Customers are asked questions such as:
- Did the item arrive on time?
- Did it match the description on the listing?
- How was the overall customer service experience?
How Amazon Seller Feedback Can Impact Sellers
Seller feedback can either boost or harm an Amazon business. Positive ratings build trust and improve visibility, while negative feedback can lower sales and risk account suspension.
- Higher feedback scores improve Buy Box chances since Amazon favors top-performing sellers.
- Buyers check feedback before purchasing, and a high rating boosts sales.
- Negative feedback increases your Order Defect Rate; exceeding 1% risks account suspension.
- Strong feedback helps you rank higher in search results and get recommended more.
- A good rating makes you stand out in a competitive marketplace.
- Some buyers compare sellers and a higher feedback makes you their top choice.
- If you sell your Amazon business, feedback influences its value to buyers.
Amazon Seller Feedback vs. Amazon Product Review
Many people assume product reviews and seller feedback are the same, but they serve different purposes. Understanding these differences is crucial for managing your Amazon business effectively.
| Factor | Seller Feedback | Product Review |
|---|---|---|
|
Focus |
Evaluates the seller’s service and fulfillment |
Evaluates the product’s quality and performance |
|
Location |
Found on the seller’s profile and order history |
Found on the product detail page |
|
Who Can Leave It |
Customers who purchased from the seller |
Customers who purchased the product |
|
What It Affects |
Seller reputation, Buy Box eligibility, account health |
Product rankings, visibility, and conversions |
|
How It’s Submitted |
Left through the “Leave Seller Feedback” section |
Left on the product page under “Write a Review” |
|
Visibility to Buyers |
Buyers see it when comparing sellers
|
Buyers see it when evaluating a product |
|
Content Example |
“Arrived on time, well-packaged. Seller was helpful.” |
“Great product! Works as advertised and is durable.” |
How to Manage Amazon Seller Feedback
To maintain a strong seller reputation, you need to track, analyze, and manage your Amazon seller feedback effectively. Knowing where to find it in Seller Central and following best practices for handling it can help protect your account health and improve customer satisfaction.
Tracking and Analyzing Amazon Seller Feedback
Monitoring your seller feedback in Amazon Seller Central is essential for maintaining account health and improving customer satisfaction. Below is a step-by-step guide to finding and understanding your seller feedback.
Step 1: Log in to Seller Central
- Access your Amazon seller account.
Step 2: Go to the Feedback Manager
- In the top navigation bar, select Performance and then click Feedback Manager.
- This section displays your overall feedback score, broken down into 30-day, 90-day, 365-day, and lifetime ratings.
Step 3: Check Positive and Negative Feedback Rates
- Ratings of 4-5 stars are considered positive, while 1-2 stars are negative.
Step 4: Review Individual Feedback Entries
- See customer comments and ratings, along with details like order ID and date.
Best Practices for Earning Positive Seller Feedback
Following best practices is crucial for maintaining a strong seller feedback rating. By ensuring a smooth buying experience, you can encourage more positive feedback and reduce the chances of negative ratings.
Here are eight best practices to follow:
- Provide Excellent Customer Service:
Respond to inquiries quickly, address concerns professionally, and go the extra mile to ensure customer satisfaction. - Ship Orders on Time:
Late deliveries frustrate buyers and can lead to negative feedback, so ensure orders are processed and shipped promptly. - Use Secure and Proper Packaging:
Damaged products due to poor packaging can result in complaints, so always use protective materials and sturdy boxes. - Ensure Accurate Product Listings:
Clearly describe your products with high-quality images to match customer expectations and prevent misleading claims. - Request Feedback the Right Way:
Use Amazon’s “Request a Review” button or automated tools to politely ask for feedback without violating Amazon’s policies. - Handle Returns and Refunds Efficiently:
Making the return process smooth and hassle-free shows customers that you value their satisfaction. - Monitor and Manage Inventory:
Running out of stock or overselling can frustrate customers, so keep inventory levels updated to avoid cancellations. - Respond to Negative Feedback Professionally:
Acknowledge issues, offer solutions, and attempt to resolve concerns to improve customer experience and possibly have negative feedback removed.
Amazon Seller Feedback Removal Guide
Even if you follow all the best practices, receiving negative seller feedback is inevitable. No matter how careful and proactive you are, some buyers will still leave unfavorable reviews.
While it may seem like there’s nothing you can do, Amazon allows the removal of certain negative feedback. This can be done without violating its policies if the feedback meets specific criteria.
When to Request Feedback Removal
Amazon allows sellers to request feedback removal in specific cases where the feedback is unfair or violates its guidelines. If the feedback meets certain criteria, Amazon will remove it to ensure sellers aren’t penalized for issues beyond their control.
You can request removal if the feedback:
- Contains obscenities or inappropriate remarks.
- Includes personal details like names or contact information, violating Amazon’s privacy policy.
- Is a mistaken product review rather than seller feedback.
- Blames you for late shipping or fulfillment when using FBA, since Amazon handles those processes.
- Relates to carrier delays or lost packages outside of your control.
How to Remove Amazon Seller Feedback
If you receive negative feedback that qualifies for removal, you can request Amazon to take it down. Follow these steps to ensure a smooth process:
- In Seller Central, go to the Performance tab and select Feedback Manager.
- Under Recent Feedback, find the comment you want removed.
- Click “Request Removal” if the feedback meets Amazon’s automatic removal criteria.
- If the option isn’t available, go to “Contact Us” under Selling on Amazon > Customers and Orders to open a case.
- Provide the order ID and explain why the feedback violates Amazon’s policies.
Amazon Seller Feedback FAQs
Improve Your Seller Feedback Rating on Amazon
Effectively managing Amazon Seller Feedback can directly impact your success. By maintaining high ratings, addressing customer concerns quickly, and following best practices, you strengthen your reputation, increase sales, and improve your chances of winning the Buy Box.
While negative feedback is inevitable, knowing how to handle it—and when to request removal—helps protect your account health. Staying proactive with feedback management ensures long-term stability and growth for your Amazon business.
Struggling with feedback management? Let our full-service Amazon agency help you protect your seller reputation and maximize your sales potential.
