If you have had some experience with Amazon FBA then you must know that Amazon Seller Feedback can make or break your success!

… or at least one of the most defining factors to do so.

So, considering its importance...

We decided to write a detailed post on how to add, remove, maintain and improve Amazon Seller Feedback.

In this post, you will learn each and everything you need to know in order to skyrocket your Amazon sales by managing Amazon Seller Feedback effectively.

So, without further ado - let’s get started.

Seller Feedback - The Basics:

Customers purchasing your product will write a review and Amazon will then give you stars based on the accumulated reviews.

Yes, multiple positive reviews are ideal in the Amazon marketplace.

On the other hand, negative reviews can be devastating.

Over the years, we have observed that even a single negative review can sometimes decrease the sales on Amazon.

There are 3 basic types of feedback on Amazon:

  1. Seller feedback
  2. Package feedback
  3. Product feedback

In this blog post, we will mostly focus on the seller feedback.

How to Access Reviews on Amazon?

As a buyer, as soon as you make a purchase - a feedback form appears.

This form allows the customer to review:

  1. The product
  2. The seller

In order to write reviews of previously purchased products, you can simply click on “view previous orders”.

In most cases, the seller assumes that the buyer will not have time to participate in the feedback process. This attitude is generally very bad for the business.

Ultimately, it takes a lot to provide a wholesome experience to your customers.

How to View Your Seller Rating?

Seller rating can be viewed simply by going into your central dashboard and clicking on customer feedback tab.

Why Do Customers Write Negative Reviews?

A customer is likely to write a negative review because he wants to save others from the same experience. It allows other people to think twice before ordering.

It is recommended that you ask for buyer’s email address. This will allow you to address their concerns beforehand.

Even if you do get a negative review combined with a 1 star rating, don’t dread.

In such a situation, this is what you should do:

  1. Relax and think of ways you can get it removed. The best way to do that is to contact them right away. You cannot just let a negative review sit there.

  2. Asking questions would be a good start

  3. The complaints are usually related to the description of the product, the actual product or the delivery time. The best way to resolve a complaint is to immediately have a one-on-one contact with the buyer.

  4. We understand that online selling platforms such as Amazon are all based on excellent customer service. So, listen to the customer, be polite, try to assist him as much as you can and be very responsive to queries and requests.

Now you don’t have to reply to the queries at 3 in the morning but yes, reply within 24 hours.


According to Dimensional Research Institute, 90% of Amazon users purchase decisions are based on reviews.

When Do You Actually Start Giving Customer Support?

Lastly, it’s all about providing remarkable customer service. This includes understanding what the customer has to say, helping in the best possible manner, being polite and replying at the earliest.

Most of you may think that it starts when a sale is made, but no. It’s a misconception.

It starts right after your first product is uploaded for sale on Amazon.

Tip: Customers are provided 90 days to leave a review and 60 days are allowed for a seller to get a negative review removed. So you need to act fast, respond quickly and efficiently.

Why is Seller Feedback so Important?

Let’s dig into some facts and figures:

  • 91% of Amazon users read reviews before making a purchase

  • 68% of buying decisions are dependent on reviews

And while these stats are related to reviews, keep in mind that this feedback also speaks about how a customer feels about you as a seller. So, in a way - product feedback is not so different from seller feedback when it comes to the buyer’s perception of you.

Peer-driven purchases:

The outburst of influencers and bloggers are a testimony to the increasing peer pressure that affects buying decisions all over the world. Peer-driven shopping is almost like the bandwagon branding strategy that convinces shoppers to buy a certain product because everyone loves it.

The Amazon Buy Box:

The buy box is another motivation for sellers to get positive feedback. The sellers are chosen based on A9 algorithm initiated by Amazon. Before competing make sure you have 97% positive feedback.

Not to forget, the buy box accounts for 82% of the Amazon marketplace.

Tip: Feedback can vary. For instance, one product may be adored by the Americans and the Spanish might have a different set of expectations. So, before setting up a store on Amazon, it is imperative to know your market.

How to Encourage Feedback?

Do you know that on Amazon only 5% of buyers leave feedback?

Well, let that fact sink in!

It’s not because they don’t have the time, it is generally because they do not feel very strongly about the whole experience.

Well, not strong enough to leave feedback.

And yes, the product has nothing to do with that.

Considering that eBay has a much higher rate of seller feedbacks. According to Harvard business review, it is important for a buyer to feel an emotional connection with the product.

The incredible importance of emotional connection is well known by the fact that:

  • Emotionally engaged customers spend 200% more than an average customer.
  • Millennials are emotion driven and they tend to be affected by self-discovery and emotions.

… Now the question is, how do you improve the emotional connection? Let’s discuss some incredible ways to do that.

1. Packaging

There are various ways to go about it but the most powerful one is enhancing the packaging of your product.

As a buyer, we are all impacted by the way our purchase is presented to us.

Exciting packaging can foster an emotional connection compelling buyers to write a review.

They would also be compelled to share the beautiful packaging on their social media (provided they are frequent social media users).

Imagine yourself in a situation:

You are waiting for your favorite purchase from Amazon and it arrives in an extremely dirty and used packaging. You will be disappointed and the product won’t even matter to you (no matter how great it is)

Apparently, unboxing has become a whole new concept!

2. Use “the free stuff psychology” to Increase Sales:

Another powerful tool to improve seller feedback is to create powerful engagement. Although it may seem like a lot of work, it is not.

“Include a free item for customers. Preferably something that catches them off guard”

For example:

If you have a bookstore on Amazon, you can include a free bookmark.

3. Discounts are Not Money Losers:

Another great way to increase engagement is to offer a remarkable discount to customers on their next purchase (it’s also a great way to increase sales).

Price psychology is fascinating:

People tend to get attracted to a brand if they are given a great discount. For instance, buy 1 and get the 2nd one at 50% off is something that has the power to become a crowd puller.

4. Effective Communication:

Most of the buyers are unaware of the importance of feedback for sellers. This is why it is important to politely ask your customers to leave a review.

  • You can motivate them to do so by politely talking to them at the end of the entire purchasing process. Moreover, make sure that you don’t encourage a positive or negative feedback. It is against the terms of service. The best approach is to stay neutral.

  • It is very important to give virtual importance to buyers. Send them a follow-up email or a short handwritten note with their purchase. A nicely written note can go a long way.

Pro tip: You can always give your customers 50% off on their next purchase if they agree to write a review.

Okay, we agree that 50% can be a bit of a stretch, you can offer 25% (if your store is new)

How to Get Negative Buyer Feedback Removed?

Now let’s delve into getting negative feedback removed (I know it may sound like something impossible)

… but it is not. You just need to act fast and smart.

1. Get in touch:

In order to do that, you must go to seller feedback dashboard and you will be able to see details of your rating. It will also include buyers contact information.

It is very important that you take care of the following points:

  • Getting in touch with your customer is essential.

  • You must immediately address their issue. Send them a message to try and resolve the complaint.

  • Your reply must contain alternatives for them to choose from.

  • You can always try to solve it by compensating them with a refund or an exchange.

After fixing their issues, you can just respectfully ask them to update their review.

2. Contact Amazon:

You might have to contact Amazon in few unavoidable situations. For instance, if your package was lost by the logistics company (but if Amazon is handling logistics then you must contact them to get the review removed).

In any case, both the buyer and Amazon should be contacted in order to get the issue resolved ASAP!

(DRUM ROLLS): There is a nice little loophole in the Amazon feedback system. People tend to confuse product review with seller feedback and you can easily use that to get the negative feedback removed.


Well, imagine that a customer has left a negative product review instead of seller feedback. You can always get it removed by filing a ticket with Amazon because buyers are suppose to leave the product reviews on the product and not for the seller.

Also, if the product arrives late and it was shipped by Prime. You can open a case and Amazon will claim responsibility for it being late and remove it from your Seller Feedback

Tip: Avoid using language that can put off your customer. Ask politely, Amazon has strict policies against bullying.

An Insight to Increasing Seller Rating Percentage:

Before we dive into this, it is very important for a seller to be able to differentiate between seller feedback and seller rating.

Seller rating is an overall evaluation of a seller, whereas seller feedback is based on the services you provide to buyers.

As a seller, we always wonder how are ratings affected?

I mean, we had a team member go through great lengths to get his ratings up but he failed.

The main reason was the fact that he did not know what areas to hit? He had no idea what impacted the overall ratings. So let’s take a look at that before we come up with an actionable plan.

1. Shipping:

False promises are like Karma, they hit back hard.

So always make sure that you are doing the following:

  • If your store mentions that a product will be delivered in 2 days, it must be delivered in two days.

  • The delivery charges must be mentioned CLEARLY. If the buyer has to pay anything extra, they will be disappointed. But if they already know about the charges, they will be prepared. No one likes surprises when the delivery boy is at your doorstep.

  • If your products are all shipped via Prime you don’t have to worry about this as much.

2. Cancellations

A customer might find a similar product elsewhere and he may decide to cancel the purchase.

  • It does sound unfair but all you can do is provide them with great product descriptions and some extras.

  • You can also include something they won’t find elsewhere. And hope for the best.

3. Follow up:

  • Don’t wait, quick response to an inquiry is highly recommended.
  • Make them feel that their review has made your day. Always write:

“Thanks for taking out the time to write us a review, we are glad that you chose to shop with us”.

A great way to improve your rating is to make your buyer feel important.

4. A-Z claims:

This claim is filed by the buyer. Amazon is asked to step into the matter and resolve the issue. It drastically affects your rating. Make sure, you never let a complaint get this far out of your control.

… So the actionable plan involves all the above-mentioned tricks. Just keep your promises, and do a regular follow up. Stay active and your ratings will roar.

Wrapping it up...

We don’t particularly know anyone who would be happy to get a negative review. Sometimes, it’s just not in a seller’s control. All you can do is:

  • Come up with a plan to rectify the complaint.
  • Stay connected to your potential buyers.
  • Turn a negative reviewer into a loyal customer. Avoid being passive and you will be good to go.

We wish you the best in your business and if you have any queries, please feel free to get in touch.

We would love to hear about your experiences as a seller. Drop in your stories below - let’s make this community grow.

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