Amazon Seller Feedback: What It Is, and Why It Matters

Greg MercerUncategorizedLeave a Comment

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Amazon created a feedback system as an integral part of their platform order to allow customers to learn from the experience of previous customers. There are three types of feedback that Amazon collects for each purchase (for those customers interested and willing to leave feedback): Seller Feedback, Package Feedback, and a Product Review. The options look like this after any purchase:



In this post, we are going to focus on Amazon Seller Feedback. For wholesalers and resellers who are selling essentially the same product, it is helpful for customers to make their final purchase decision based on the quality of the seller. This is exactly what Seller Feedback does: evaluate the speed and quality of the seller’s fulfillment, and evaluate how the product description on the listing matched the actual product.


In order to leave Seller Feedback, a customer would go to view their previous orders and leave their Seller Feedback. The Seller Feedback form looks like this:



What Is Amazon Seller Feedback


Amazon focuses on Seller Feedback to review sellers who are falling short on their end of the ecommerce exchange. Remember, Amazon’s top priority is creating a perfect customer experience. Therefore, they need to measure the performance of third party sellers to ensure that all sellers provide a superb customer experience, including the product, fulfillment, packaging, timeliness, and more.


Amazon will measure a seller’s performance in terms of “Negative Feedback Rate”. The best sellers on Amazon have nearly 0% Negative Feedback Rate, however anything under 5% is generally acceptable. If you fall under 5%, Amazon recommends “reviewing your business practices and adjust to the demands of your customers.”


In order to see what your Seller Feedback is, log in to your Seller Central Account, and go to Performance -> Customer Satisfaction – > Customer Feedback Tab. It will look like this:



As you can see, Seller Feedback is focused on three main metrics: did the order arrive on time, is the product as it was described, and how was the customer service? The customer only needs to answer a Yes/No response to these questions. However, the answers can be very helpful for you to evaluate your own product as a seller.


Your customers have 90 days to leave feedback, and 60 days to remove any feedback.


What To Do When You Receive Negative Seller Feedback


Unfortunately, it comes with the Amazon territory that you will get negative feedback. There are steps you can take to resolve this situation to hopefully get any issue resolved and remove the negative feedback.


Contact Amazon:


Unlike trying to get Amazon to remove product reviews, they actually will reliably remove feedback for a few different scenarios:

  •  if there is an issue that is clearly outside of the scope of a seller’s responsibility (e.g. the package was lost by UPS)
  • if the order was fulfilled by Amazon and it arrived late or was an incorrect order
  • if the buyer has left a product review instead of feedback for the seller

This last one is the most common scenario and works out really nicely for sellers because you can choose which feedback you ask Amazon to remove.  If you got a poor rating and its a product review, you can open a ticket with Amazon and have them remove it.  If you got a 5 star rating and its a product review, most sellers choose to leave those 🙂

You can contact Seller Support by clicking the “Contact Us” button on the right side of this page:




Contact The Buyer:


When you are looking at your Feedback Manager dashboard, you can see what your Current Feedback is. You can see the pertinent information, like your Rating, the comments, and their feedback on Arrived on Time, Item as Described, and Customer Service. However, most importantly, you have the contact information for the customer. This is what the View Current Feedback looks like:



You can respond immediately by clicking the “Respond” button, or use the “Rater Email”, which is an anonymized Amazon email.


Because you already can see the rating and comments of the customer, you have a sense of what their gripe about the order is. It is recommended that you address these concerns directly, and ask them to remove the feedback from the site. However, when communicating with customers, remember to maintain a civil tone and do not coerce or pressure the customer to remove feedback, as that is a violation of Amazon’s Terms of Service.


Removing Buyer Feedback

If a buyer agrees to remove the feedback, you can provide them with these step-by-step instructions, per Amazon:

  1. Go to
  2. Under “Personalization,” in the “Community” column, click “Seller Feedback Submitted By You.”
  3. A list of all of the feedback left by you will be displayed. Click the “Remove” link next to the feedback would like to remove.




No one wants to receive negative feedback of any kind. It is frustrating, especially if it is unwarranted. However, in my opinion, it is more important for your overall conversion rate and sales to focus on gathering as many Product Reviews as possible. I have found that customers are less influenced by Seller Feedback, especially now as so many products are actually fulfilled by Amazon anyway.


With that said, it is still important to follow up on any negative seller feedback you receive, and try to resolve it with the buyer in a prompt and civil manner. As you are building a scalable Amazon business that will generate income for the long term, take every opportunity that you can to build your brand, which includes your Seller Feedback.

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