Learn everything you need to know about how to improve your Amazon seller feedback, plus best practices to enhance seller feedback.

Amazon Seller Feedback: Elevate Your Seller Ratings

In the world of e-commerce, Amazon's seller feedback system plays a pivotal role. It's not just a simple mechanism for evaluation but a multi-dimensional interactive platform that is crucial for the growth of a seller's business and the shaping of their brand image. This article delves into the workings of Amazon's seller feedback, differentiates it from product reviews, explores the benefits of the feedback system, and discusses how to manage and optimize this process like a pro.

The Difference Between Amazon Seller Feedback and Product Reviews

First, it's essential to understand the fundamental differences between Amazon seller feedback and product reviews. Both are independent metrics that significantly impact your market presence and sales capability. They are intertwined, and in short, both are critically important.

Differences between Product Reviews and Seller Feedback:

Product Reviews:

  • Product reviews are displayed on the listing page.
  • The content of a product review is solely about the product itself. It usually involves evaluations of the product's quality, performance, user experience, and how well it matches its description.
  • Product ratings are crucial for potential buyers as they provide direct information about the product's quality and performance. Therefore, they affect the product's conversion rate, listing ranking, and visibility.
  • Due to the prevalence of fake positive and negative reviews, Amazon actively monitors review content and automatically deletes those that violate its policies.

Seller Feedback:

  • Seller feedback is displayed on the seller's store page.
  • Buyers can rate and provide feedback on the overall service of the seller. This includes evaluations of the seller's shipping speed, product packaging, communication skills, and problem-solving abilities.
  • Feedback impacts the seller's store performance, such as the Order Defect Rate (ODR), which in turn affects listing rankings and even the right to sell.
  • Amazon generally does not intervene with seller feedback unless the seller raises an objection.

Benefits of Amazon Seller Feedback System

The Amazon Seller Feedback System offers a plethora of benefits, key among them being the establishment of trust and credibility. Positive feedback significantly boosts the confidence of potential customers, thereby enhancing sales opportunities. Moreover, it provides sellers with invaluable customer insights, instrumental in refining services and products.

Elevate Search Rankings and Visibility

Amazon's search algorithm favors sellers with high-quality feedback. Consequently, positive seller feedback directly influences product rankings in search results. A higher ranking equates to increased visibility, which in turn, amplifies sales opportunities. In a fiercely competitive marketplace, every advantage can be pivotal in converting potential customers.

Increase the Odds of Winning the Buy Box

In Amazon's highly competitive environment, securing the Buy Box is a crucial goal for sellers, as it's directly linked to higher sales volumes. The Buy Box, a key feature on Amazon product pages, includes the "Add to Cart" button. Winning the Buy Box means that when customers click this button, your product is the default choice. Since the majority of sales are made through the Buy Box, securing it is vital for boosting sales. Here are some reasons why you need a high Amazon seller feedback.

Prioritize Customer Experience

One of Amazon's core objectives is to deliver an exceptional customer experience. Good seller feedback often indicates high-quality customer service, including prompt shipping, accurate product descriptions, effective communication, and timely problem resolution. These factors are key in Amazon's assessment of a seller's suitability for the Buy Box.

Proof of Historical Performance

Positive seller feedback is a robust testament to a seller's historical performance. Amazon's algorithm considers the seller's overall performance history, including customer satisfaction, return rates, and order defect rates. This historical data helps Amazon predict the seller's future performance.

Competitive Edge

In scenarios where multiple sellers offer the same product, good seller feedback can be a decisive factor distinguishing you from others. When other conditions (like price, inventory levels, etc.) are similar, seller feedback often becomes the determining factor in who wins the Buy Box.

Qualify for Seller Central Coupons

Amazon Seller Central Coupons are a powerful tool for attracting potential buyers and boosting sales. Displayed on Amazon's dedicated pages, Gold Box pages, search result pages, and product detail pages, these coupons offer significant visibility and appeal. Why is good seller feedback crucial for qualifying for these coupons?

Enhance Brand Reputation and Credibility

By granting the right to use coupons to those with positive feedback, Amazon ensures the reputation and quality of brands on its platform. Good seller feedback signifies high-quality customer service and product satisfaction, aligning with Amazon's goal of promoting a premium shopping experience. Therefore, sellers with positive feedback are more likely to be granted these marketing tools.

Ensure Consumer Experience

Amazon is committed to providing the best shopping experience for its users. Coupons are a way to incentivize purchases, but if offered by sellers with poor ratings, they could harm the consumer experience. Thus, Amazon prefers to grant coupon privileges to sellers who have proven their ability to provide excellent service and products, ensuring customer satisfaction and loyalty.

Improve Service Quality

By linking coupon eligibility to seller feedback, Amazon effectively encourages sellers to enhance their service quality and customer satisfaction. This strategy not only rewards those who excel but also motivates other sellers to improve their business practices to gain more marketing and sales opportunities.

Reduce Order Defect Rate (ODR)

The Order Defect Rate is influenced by three key components:

  1. A-to-Z Guarantee Claim Rate: This is where buyers file claims with Amazon due to issues with their orders, such as not receiving the product or receiving items that don't match the description.
  2. Credit Card Chargeback Rate: This occurs when buyers dispute a charge for an order through their credit card company.
  3. Negative Feedback Rate: This is the proportion of 1-star or 2-star reviews left by buyers.

While seller feedback doesn't directly factor into the ODR, maintaining positive seller feedback is crucial for overall seller health and buyer trust. Negative seller feedback can be an indicator of underlying issues that may eventually lead to order defects. If a seller gets a lot of bad feedback about their service or fulfilling orders, it could mean there will be more A-to-Z Guarantee claims or credit card disputes later on. This will directly affect the ODR.

Best Practices for Enhancing Seller Feedback

Managing your Amazon presence with a keen eye on these aspects can significantly enhance your reputation and success as a seller. Remember, in the world of online retail, trust and reliability are your most valuable assets. Here are some strategies to garner better feedback from buyers:

Set the Right Expectations for Buyers

Incorrect buyer expectations set by product information (i.e., listings with inaccurate or misleading product details and/or images) are a major source of negative feedback, as buyers may feel deceived.

Maintain Adequate Inventory Levels

As an Amazon seller, it's your responsibility to ensure your products are in stock. Running out of stock unexpectedly can leave a negative impression in the minds of buyers.

Delivering Exceptional Customer Service

Respond quickly to customer inquiries and issues. A prompt response often impresses customers and can lead to more positive feedback. Address any issues proactively, no matter how small. A successfully resolved issue can transform into a positive customer experience. Exceed customer expectations whenever possible. For instance, offering additional help or a bonus can increase the likelihood of receiving positive feedback.

Include Post-Sale Instructions in Packaging

Add a personalized thank you card or an instruction note in the packaging, politely reminding buyers to leave feedback. Ensure the message is concise, friendly, and not overly pushy or salesy.

Promptly Address Negative Feedback

Respond to negative feedback quickly and constructively, keeping communication channels open. After resolving an issue, follow up appropriately to ensure customer satisfaction. Satisfied customers might revise their feedback.

Utilizing Feedback Management Tools

Employ tools like AMZFinder to automate the feedback request process. These tools help you track feedback and respond to negative reviews in a timely manner. Customize thank you emails and feedback requests to make them more personal and appealing.

Collaborating with Professional Reviewers

Offer discounts or free products to professional reviewers in exchange for their honest reviews. Alternatively, run product testing campaigns, inviting reviewers to try and review your products.

How to Remove Negative Seller Feedback on Amazon

It's important to note that sellers cannot directly edit or change the feedback left by buyers. This feedback mechanism is designed to ensure the authenticity and fairness of reviews. To reduce or remove negative Seller Feedback, you must first understand Amazon's feedback policies.

Understanding Amazon's Feedback Policies

Amazon has clear feedback policies that define what types of feedback are not permissible. These include:

  • Feedback containing offensive language or abuse.
  • Feedback that includes personal information.
  • Product reviews unrelated to the seller's service.
  • Feedback containing promotional content or advertisements.
  • Feedback with false or misleading information.

According to Amazon's guidelines, feedback that falls into these categories will be removed. If Amazon hasn't already deleted such comments, you can request their removal through the seller platform. However, the removal policy is quite strict. Amazon will not delete negative feedback you simply disagree with, nor will it update negative ratings resolved through your cooperation with the customer. In these cases, sellers can politely follow up with the buyer and request removal.

There are currently two methods to remove negative feedback on Amazon:

  1. Requesting Your Customer to Delete Their Feedback on Amazon: If a buyer decides to change their opinion about a product or seller, they can log into their Amazon account and modify or delete the feedback they previously left.
  2. Contacting Amazon to Request Feedback Removal: If a seller believes that a piece of feedback violates Amazon's policies (for example, containing offensive language, personal information, product reviews unrelated to seller services, etc.), the seller can report this feedback to Amazon. Amazon will review the feedback and, if it indeed violates the policies, may choose to remove it.

Request Buyers to Remove Negative Feedback

If a buyer leaves negative feedback that doesn't violate any of Amazon's guidelines and reasonably points out your fault, you should communicate with them to resolve the issue. Amazon buyers have the right to delete their feedback.

Understand and address their concerns, and then politely ask them to remove the negative feedback. Keep in mind when asking buyers to remove feedback:

  • Always be polite and professional in your communication with buyers.
  • Never coerce buyers into removing feedback.
  • Don't rush to apologize or request feedback removal. Address their issue first, then inquire if they would consider removing it. Don't let the buyer feel like you're only addressing the issue to remove the feedback.
  • While you might wait after initial contact, don't wait too long. Amazon sets a 60-day time limit for seller feedback.
  • When asking a buyer to remove negative feedback, do not offer a full refund. This could be seen as an attempt to manipulate or “buy” positive feedback and may be considered a violation of Amazon's feedback policies and ethical standards. You can offer a partial refund, but providing a refund does not guarantee that the buyer will change their feedback. Buyers might still choose to keep their original review, especially if they believe it contains useful information for other potential buyers.
Request Buyers to Remove Negative Feedback

Contact Amazon for Removal

You can automatically delete negative reviews caused by FBA logistics. For products sold through Amazon FBA (Fulfillment by Amazon), Amazon provides a mechanism allowing sellers to request the removal of negative feedback related to services directly handled by Amazon. Note that if the negative feedback relates to the product's quality or description, even for FBA items, such feedback is usually not removed, as product quality is the seller's responsibility. If negative feedback related to Amazon's FBA service is not automatically removed, sellers can request Amazon to review and remove it following the normal feedback removal process.

Steps to Remove Amazon Seller Feedback:

  1. Log into Your Amazon Seller Account: First, log into your Amazon seller account.
  2. Access Amazon Seller Central: Go to the Amazon Seller Central page.
  3. Select the “Performance” Tab: Find and click on the “Performance” tab, usually located between “Reports” and “AppStore”.
  4. Find “Recent Feedback”: In the Performance page, locate and click on the “Recent Feedback” section.
Amazon Seller Central
  1. Locate the Negative Feedback: Find the negative feedback you wish to request removal for in the list.
  2. Choose Action: Find the “Action” option next to the relevant order ID and click on the dropdown menu.
  3. Request Removal: Select “Request Removal” from the dropdown menu.
  4. Provide Reason for Removal: Enter your reason for believing the feedback should be removed in the provided space. Ensure your reason aligns with Amazon’s policies, such as feedback containing offensive language, personal information, product reviews unrelated to seller services, etc.
Contact You Buyer
  1. Submit Your Request: After entering your reason, submit your request.

Xuan XIE

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m19
February 7, 2024
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