A Complete Guide to Amazon Seller Feedback

Here’s a question for you: What’s one of the best ways to score more sales on Amazon? The answer is a great seller feedback score! Many brands barely pay attention to their Amazon seller feedback score, and those that do may have no idea what it means. If you’re out of the loop, you might be missing out on converting new customers and boosting profits.

Learn everything you need to know about Amazon listing best practices to help you achieve a five-star seller feedback rating.

What Is Seller Feedback and How Does It Work?

Seller feedback, as the name suggests, allows customers to review their overall interactions with you. Customers can rank you on professionalism, customer service, listing accuracy, and a few other factors.

Seller feedback ratings range from one to five stars. Your rating shows up right under your brand’s name on your store page. It tells customers how many positive reviews you got in the past 12 months.

Amazon calculates this rating by dividing the number of positive reviews you have by your total number of reviews. Ideally, you should aim for a feedback rating of 95% or higher.

Why Your Business Needs Good Seller Feedback

Why exactly is Amazon seller feedback so important? Here’s why you can’t afford to ignore your seller feedback rating.

Boosts Your Chance of Winning the Buy Box

The Buy Box is the holy grail for any Amazon seller. If you earn your place in the Buy Box, you’re virtually guaranteed to score higher sales than your competitors. That’s because the Buy Box makes it easy for shoppers to purchase items with just one click.

Amazon only gives the Buy Box to sellers with great feedback. So it definitely pays to raise your rating as high as you can!

Improves Your Seller Reputation

It’s simple: Customers won’t buy from a business with a negative Amazon seller rating. If yours is on the low side, they’ll probably avoid your store and head to your competitors instead.

As with any other social proof, a good seller feedback rating speaks for itself. It tells customers they can trust you, and that trust translates into higher sales for you.

Raises Your Ranking in Amazon Search Results

It might surprise you to learn that your seller feedback rating impacts your ranking in Amazon’s search results, too. Think of it as a type of search engine optimization (SEO) for your brand.

Amazon tends to show products from highly rated sellers at the top of the page. If your rating is low, your products could sink to the bottom of the page where customers can’t find them.

How To Improve Seller Feedback

If your Amazon seller feedback rating is lower than you’d like, here’s how to improve it. 

Respond to Reviews

Pretty much every business hates getting negative reviews. If you’re a small brand, bad reviews can make it hard to establish yourself and grow your business. But even though harsh feedback stings, it’s not wise to ignore it.

If a customer sends you a nasty email or leaves a poor product review, respond as soon as you can. Offer a solution, whether that’s a refund, replacement, or discount on a future order.

When responding to feedback, be mindful of your tone. It’s tempting to snap back at a rude customer, but doing that only pours more fuel on the fire. Stay professional, and that customer might surprise you with good seller feedback.

Keep Your Listings Accurate

Inaccurate listings are a leading cause of bad seller ratings. When customers don’t get what they paid for, they’ll tell anyone who will listen. On top of that, they probably won’t buy from your business again.

In your listings, describe products clearly without exaggerating. Don’t say that a product has special features or comes with bonus accessories if it doesn’t. That’s a surefire way to end up with lots of complaints.

Avoid Shipping Delays and Cancellations

As an Amazon seller, few things are worse than shipping a product late or not at all. Some customers will be understanding of a delay now and then, but if it’s a regular problem, expect bad feedback that could tank your score by double digits.

To avoid delays, stay on top of your inventory so you don’t sell products you’ve run out of. Ship orders promptly, too. If you’re part of the Amazon Prime program, you’ve agreed to ship in just one or two days. Violating that agreement might get you kicked out of the program, so don’t be late.

Maintain a Good Order Defect Rate

An Order Defect Rate (ODR) is the number of customers who bought defective products from you in a 60-day period. If your ODR is too high, Amazon may delist your products or even kick you off the platform for good.

To calculate ODR, Amazon considers:

  • Negative feedback
  • Your A-to-Z claims
  • Credit card chargebacks and refunds

If your ODR is even slightly above 1%, Amazon can suspend you and hold on to any pending customer payments. To keep your ODR low, maintain accurate listings, ship quickly, and promptly reply to bad feedback.

Remove Inappropriate Feedback

Inappropriate feedback can unfairly sink your seller rating, but the good news is that Amazon will remove this feedback if it meets certain criteria. Inappropriate feedback includes:

  • Feedback about products, not the seller
  • Comments about pricing
  • Abusive language
  • Illegal content
  • Promotional material
  • Remarks about shipping for which Amazon fulfillment (FBA) was responsible
  • Feedback that infringes on third-party intellectual property (IP) rights

To ask Amazon to remove such feedback, go to your Seller Central account and click “Feedback” under the Performance menu. You’ll see a list of feedback. Click “Actions” next to the comment you want to remove, then click “Request Removal.”

Boost Your Seller Feedback Rating With Click Fluency

Raising Amazon seller feedback can be a challenge if you don’t know where to start. That’s where Click Fluency comes in! Our marketing agency can give you tips on how to take your rating to the next level. We can also help you with Amazon product attribute targeting and other ads management strategies. Book a call with us today!

Imagine looking at your Amazon account and:

• Seeing a higher return on ad spend
• Not worrying about issues with your seller account because it’s handled by experts
• Feeling in control of your Amazon success
• Spending less time on the complexities

All of this, and so much more, happens when you work with Click Fluency. Schedule a call today to get started.