For buyers on Amazon, reviews are often the most important pieces of information about a product — more than the keywords, images, or descriptions. Great reviews let customers rest easy knowing they are buying from a trustworthy business. On top of all this, great reviews increase a store’s visibility on Amazon.
Between the value customers and Amazon place on reviews, your store must manage reviews with clarity and good business sense across all types of sales channels. Amazon Feedback Manager is a tool that can help you do that, assuming you know how to make the most of it. This guide will explain the ins and outs of Amazon Feedback Manager and how to make it work to your advantage.
What Is Amazon Feedback Manager?
On Seller Central in your Amazon account, Amazon Feedback Manager collects all the reviews you receive. It keeps track of the percentage of different ratings customers give you across different time periods.
Amazon Feedback Manager also allows you to download feedback reports. You can filter for positive, negative, or neutral reviews and sort by date. These tools are invaluable for viewing and finding trends in your feedback data and are a great resource in controlling your Amazon seller feedback.
Making the most of these tools requires some work on your end. It is up to you to establish and maintain positive relationships with your customers to improve your Amazon feedback. Here are some tips to help you do just that.
Establish a Relationship Early
When it comes to Amazon feedback optimization, your relationship with customers should be your top priority. Amazon sends automatic confirmation emails. We recommend that you send a confirmation email directly from your customer service team as well.
The benefits of this are twofold. First, you get a jump start on building a positive relationship with your customer, showing that you and your team are friendly and communicative. Second, it establishes a point of contact if something goes wrong with the order. What you don’t want is the customer immediately writing a bad Amazon review because they have no other way to contact you and ask for help.
Get More Reviews by Asking For Them!
Because so many customers prioritize reviews for the products they buy, increasing the number of reviews your shop receives is key to improving your product’s visibility and sales. Amazon Feedback Manager can track how many reviews you receive. But how do you get more reviews?
In all your communications with customers, starting with that first confirmation email, ask your customers to leave you a review. Just keep in mind that Amazon has strict rules about this, as you must be as neutral as possible. Saying something like “Please leave us a review to let us know how we’re doing!” is a perfectly acceptable and comfortable way to build rapport.
Obviously, you want the reviews to be good. That’s why excellent customer service and clear communications are important components of strategic Amazon review management. Buyers only have 90 days to leave a review after making a purchase, so communicate early to avoid overly long delays.
Write Engaging, Informative Subject Lines
Whenever emailing a customer, consider the subject line of the email. An email’s subject line can be the difference between a customer opening and reading the email or deleting it without a second thought.
Your subject lines should be concise and clear. If appropriate, include a call to action. Examples include:
- More Information About Your Amazon Order [Item Description]
- What Did You Think of Your Amazon Order? We’d Love to Know!
- Enjoying Your [Product Name]? Tell Others About It!
Keep Your Emails Professional
The last email-specific tip we have is about content. Ensure the quality of your communications matches the quality of your products. Proofread and edit your emails before sending them out to ensure there are no confusing sentences or grammatical errors.
Emails are also a great way to remind your customers there is a team of humans behind their order. Sign emails with your name instead of something vague like “Customer Service Team,” and include specific contact information in case they want or need to reach out. This is a great way to continue developing positive customer relationships and avoid negative feedback.
Bad Reviews Happen — Respond to Them
Negative reviews are inevitable. While it can be tempting to ignore them, responding publicly to negative reviews is always the best course of action. Amazon Feedback Manager can send you an alert when you get a negative review so you can respond quickly. This shows potential customers you are responsive and gives them a preview of the customer service you offer.
In your response, don’t get defensive. Be professional and helpful, offering your services to make the experience right. Treat the customer with respect, and be transparent about how you will improve.
Request Review Removal
Ideally, after a customer leaves a bad review and you publicly respond to make it right, you can repair that relationship with the customer and regain their trust. After addressing the reviewer’s problems, you can request them to remove their bad review. Again, timing is critical — customers only have 60 days after posting a review to remove it. This makes review tracking for Amazon sellers essential.
On the other hand, Amazon reviewers must abide by certain rules. If a reviewer doesn’t abide by those rules, you can request Amazon itself to remove the review. Typically, this involves reviewers using inappropriate or inflammatory language. Seller rating management systems help keep track of all reviews, making this process easier and more efficient.
Make Amazon Feedback Manager Work For You With Click Fluency
Sifting through all the reviews on your products can certainly seem intimidating. The Amazon Feedback Manager is a great tool to see all your Amazon seller feedback in one place and track changes over time. If you are considering working with a team to help your company thrive on Amazon, contact the professionals at Click Fluency today.