What is Amazon Seller Feedback?

Table of Contents

If you’re an Amazon Seller, you’re probably already aware of the critical role that feedback plays in the success of your online business. But are you giving seller feedback the attention it truly deserves?

In the competitive world of Amazon selling, every star counts. In this comprehensive guide, we’ll explore everything you need to know about Amazon Seller Feedback, from the basics to how to manage negative feedback and improve your seller reputation. Let’s dive in!

What is Amazon Seller Feedback?

Amazon Seller Feedback is not just another product review; it’s a comprehensive rating system that offers a 360-degree view of your performance as a seller.

Unlike a product review, which focuses on the quality of the product, seller feedback looks at the entire customer experience, from shipping time to customer service.

It serves as a critical metric in your seller profile, influencing not just buyer trust but also your seller rating on Amazon.

The Importance of Seller Feedback

Positive seller feedback is more than just a vanity metric. It builds customer trust and significantly impacts buyer satisfaction.

High star ratings and positive comments are like magnets for prospective customers browsing through your product listings.

In contrast, negative reviews and low star ratings can deter potential customers and harm your business.

The Cornerstone of Your Seller Reputation

If you’re an Amazon Seller, consider feedback as your digital fingerprint; it’s a reflection of your business ethics, performance, and dedication to customer service.

Your seller feedback is prominently displayed on your seller profile, which is often the first point of contact between you and potential customers.

It’s not merely a score but a reputation barometer that can impact every aspect of your business.

The Buy Box Battle

Winning the coveted Amazon Buy Box is every seller’s dream, and your seller feedback ratings are pivotal in this regard.

Amazon uses a complex algorithm to determine who wins the Buy Box, and while the exact details are a well-guarded secret, it’s widely acknowledged that sellers with higher feedback scores have a distinct advantage.

This isn’t just a trophy; winning the Buy Box directly correlates with an increase in sales.

Attracting Potential Buyers

When browsing through Amazon, a customer is more likely to purchase from a seller with high seller feedback ratings. Your star ratings and positive comments act as a seal of approval, a green light that tells prospective customers that they can trust you.

Positive seller feedback essentially serves as a free marketing tool, attracting potential buyers and encouraging them to choose your products over competitors.

Sales and Conversion Rates

Positive feedback can significantly impact your sales and conversion rates. A high seller rating can boost your visibility on Amazon, making it more likely that your product listings will appear in customer searches.

And let’s be honest, in the digital shopping world, visibility is currency. High visibility coupled with positive reviews can exponentially increase your conversion rates.

The Financial Impact

It’s no secret that a higher seller rating can justify higher product prices. Customers are often willing to pay a premium for quality products and excellent customer service, both of which are reflected in your seller feedback.

Additionally, maintaining a high seller feedback score can make you eligible for various Amazon Seller programs and promotional opportunities, which can offer financial benefits.

Feedback and Amazon’s A9 Algorithm

Amazon’s search algorithm, commonly referred to as A9, considers a multitude of factors when ranking product listings, and seller feedback is among them.

By maintaining a high feedback score, you are essentially optimizing your product listings for Amazon’s search algorithm, making it more likely that your products will appear in relevant customer searches.

The Domino Effect of Negative Feedback

While positive feedback can uplift your business, negative feedback can have a detrimental domino effect.

It’s not just about receiving a bad review; it’s about how that negative seller feedback can lead to a lower seller rating, decreased visibility, loss of buyer trust, and ultimately, reduced sales.

The Role in Defect Rate

Amazon closely monitors the performance of its sellers through various metrics, one of which is the Defect Rate.

Your Defect Rate is calculated based on the negative feedback you receive, and a high Defect Rate could put your seller account at risk.

Therefore, maintaining a positive feedback score is not just about attracting customers; it’s also about remaining in good standing with Amazon.

Feedback as a Competitive Advantage

In a marketplace flooded with sellers offering similar products, your seller feedback can serve as a competitive advantage.

A high feedback score can set you apart from competitors and provide an added layer of credibility that can be incredibly persuasive to potential buyers.

By now, it should be abundantly clear that seller feedback is not just a number but an integral part of your Amazon business that can impact everything from sales and visibility to customer trust and retention.

With so much riding on this metric, it’s crucial to understand, monitor, and proactively manage your Amazon Seller Feedback.

Understanding the Amazon Seller Feedback System

When a transaction is complete, customers can rate your service based on a 1-5 star ratings system.

This feedback from customers is then reflected in your central dashboard on Amazon Seller Central. The ratings cover various aspects, including:

  • Item as described in the product description
  • Shipping time and shipping performance
  • Customer satisfaction and customer experience

Feedback Rules

Amazon has strict feedback rules to ensure that the process remains fair and transparent.

For instance, sellers cannot offer incentives for positive reviews, nor can they request feedback removal unless it violates Amazon’s policies.

How to Improve Your Amazon Seller Feedback

Improving your Amazon Seller Feedback isn’t just a one-time task, but a continuous effort that involves multiple strategies.

From proactive customer service to handling negative reviews effectively, each approach plays a crucial role in building and maintaining a strong seller reputation.

1. Proactive Customer Service

The first step in ensuring positive seller feedback is to offer excellent customer service. Respond to customer inquiries promptly and resolve any issues they may have.

This proactive approach not only solves the problem at hand but also leaves a lasting impression on the customer, increasing the likelihood of a positive rating.

Accurate Product Listings

Misleading product details can lead to customer dissatisfaction and negative feedback. Ensure that your product listings are accurate and provide all the necessary information.

High-quality images, detailed product description, and accurate product details can go a long way in meeting buyer expectations.

Timely Shipping

Shipping time is a significant factor that affects your seller feedback ratings.

Always ship the products within the time frame you’ve indicated on your listing. Late shipments can result in negative seller feedback, which can severely impact your seller profile.

Request for Feedback

Don’t shy away from asking your customers for feedback. Use the Amazon Buyer-Seller Messaging Service to send a polite request for feedback after the product has been received.

But remember, you’re walking a fine line here; don’t pester the customer, and ensure you follow Amazon’s feedback rules.

Dealing with Negative Feedback

It’s crucial to deal with negative feedback head-on. If a customer has had a negative experience, reach out to them to understand their concerns.

In many cases, a prompt and courteous response can turn a negative review into a positive one. If the feedback is unjustified, you can request Amazon for feedback removal.

Utilizing Third-Party Tools

Several third-party tools are designed to help Amazon Sellers manage their feedback. These tools can automate feedback requests, monitor negative reviews, and even help you improve your seller rating.

Investing in such a tool can be a smart move for those serious about maintaining a solid reputation on Amazon.

Improving your Amazon Seller Feedback is an ongoing process. By implementing these strategies, you can significantly improve your seller feedback score, ensuring a better customer experience and ultimately driving more sales.

The Nitty-Gritty of Negative Feedback

No one likes receiving negative feedback, but it’s an inevitable part of online selling.

Negative seller feedback can result from late shipments, inaccurate product listings, or poor customer service.

While one or two negative reviews won’t ruin your business, a high negative feedback rate can seriously damage your seller reputation.

Handling Negative Feedback

The first step in addressing negative feedback is to analyze the issue. Was it a late shipment? Or perhaps the product details were not accurate?

Once you’ve identified the problem, the next step is to contact the customer through Amazon’s Buyer-Seller Messaging Service. A polite request for more information can often turn a negative experience into a positive one.

Feedback Removal

In some cases, Amazon will allow the removal of unjust negative feedback.

However, this typically only happens if the feedback violates Amazon’s policies. Therefore, it’s crucial to familiarize yourself with the rules governing feedback removal.


Amazon Seller Feedback is not just a number; it’s a reflection of your commitment to customer service, the quality of your products, and the efficiency of your operations.

Negative feedback is not the end of the world; it’s an opportunity to improve. By actively managing your seller feedback, you can build a strong reputation that will attract and retain customers for the long term.



(It’s Free)

Open automation architecture

10+ Must-Have Tools for Amazon and Walmart Sellers

Recent Posts

Sign up to our newsletter

Stay updated with our latest news & events