A Guide To Maintain 5-Star Seller Feedback Ratings on Amazon

Amazon Seller feedback plays an important role in determining your performance on the Amazon marketplace. Building your seller reputation on Amazon will help you grow your business drastically .

Amazon seller feedback is largely misunderstood by many sellers. Only a few sellers are sure about how it works and how they can pursue customers to get good seller feedback. Amazon introduced this seller feedback system for buyers to identify genuine sellers. Amazon seller feedback system monitors and evaluates sellers performance on a daily basis. A customer can quickly identify good and bad sellers, depending on this rating system. 

In this post, we will discuss what is Amazon seller feedback and how it works for sellers in detail. Let’s dive in.

What Is Amazon Seller Feedback ?

The Amazon Seller Feedback system was created so that buyers could have access to previous buyers’ experiences with different sellers. This is in addition to Reviews, or the information that they can read about specific products listed by these sellers.

Customers use it to make a decision on which seller to purchase from. Seller feedback evaluates the speed, quality of the product, and type of fulfillment. It also monitors how well a seller replies to buyers’ message to solve their queries and proactiveness on the platform.

How Seller Feedback Works ?

Amazon introduces Seller feedback to evaluate seller performance on Amazon. It is available for all Amazon buyers who purchase products from any seller.

A buyer can leave you feedback in two ways:

  • Access seller feedback page on Amazon.
  • Return to the order page and go to the specific purchase (they made).

Amazon allows the buyers to leave their feedback about sellers’ performance within the 90-day window of their order date. Customers can provide ratings to the sellers and leave comments, which is optional. Seller feedback rating is the aggregated average of the feedback received from the buyers. You can find this on your Amazon seller central homepage, and your customers can find this information on your Amazon storefront.

Amazon uses the seller feedback system as part of how they monitor and evaluate sellers on the marketplace. Seller feedback tells them if someone is not meeting their end of the bargain in terms of creating a great customer experience. If a seller goes beyond the acceptable Negative Feedback Rate of 5%, they get a warning from Amazon to review their business practices and make adjustments to meet the demands of Amazon buyers.

Seller feedback is measured based on three factors:

  • On-time order arrival of the Product
  • Product as described / genuine Product/quality of the product
  • Customer service/communication with buyers/queries

Difference Between Product Reviews and Seller Feedback

As an Amazon seller, you might be knowing that both product reviews and seller feedback plays a vital role in your business. But most of the Amazon sellers don’t know the difference between them. At times, even your buyer gets confused with them. You can find the product reviews on the product details page on Amazon and seller feedbacks on your seller store front.

Here are the Major difference between product reviews and seller feedback.

Amazon Product ReviewAmazon seller Feedback
These are the ratings and reviews provided for a particular product sold by a seller.

It has nothing to do with your shipping and seller performance.

Social proof for the buyers to see how your product performs/quality of the product.

Product performance and listing optimization to match your product is important.

It’s all about your product performance
It helps buyers to decide whether or not to purchase a product from the seller by checking their seller ratings. 

It helps a seller’s ability to win the Buy Box.

The quality of customers’ experience and the service you provide to buyers matters a lot.

Product packaging and shipping time plays a major role.

It’s all about your performance.
Difference Between Amazon Product Reviews and Seller feedback

Amazon Seller Feedback
Amazon Seller Feedback
Amazon product reviews

Amazon product reviews

Benifits of Amazon Seller Feedback

Getting better Seller Feedback is an important step for every Amazon seller. Some features like Seller Central coupons cannot be implemented until you receive a certain quantity of seller feedback. Seller Feedback also appears to have a positive affect on the Amazon search algorithm.

Here are some advantages of having good seller feedback to help you understand better.

1.Improve Amazon SEO For Ranking

Though Amazon never reveals its A10 algorithm in detail, it is clear that having good seller feedback influences your product ranking on Amazon. If you improve and maintain good feedback, the chances are likely that your product rankings improve significantly. This enables you to reach more customers and increase your sales. Learn more about Amazon SEO Here.

2. Win Buy Box

Negative feedback decreases your chance of winning the Amazon Buy Box. Amazon determines the winners through their overall seller scores for customer experience. With multiple sellers offering the same item, the competition can easily triumph if you have a bad feedback rating.

In Amazon. You can have a 5.0 rating for your feedback, however if another seller has a 4.9, much more positive feedbacks and is the same price they can win it as well. The score takes into consideration your feedback received in the past 90 days as well so positive feedbacks before that period has a diminished effect.

Besides, we have other metrics such as account health, positive reviews, reviews received during a specific time. All these take part in improving your chances of winning the Buy Box.

3. Eligibility for Seller Central coupons

The seller central coupons have a dedicated page on Amazon and appear on the Gold box page, Amazon search results page, and product details page. Besides, sellers who are not brand-registered have access to them. However, you need to be a professional seller with a good seller feedback rating. Once you are eligible, you get to enjoy the benefits such as better visibility and, thereby, more sales. 

Amazon coupon
Amazon coupon

4.Amazon Penalizes Sellers Having a Low or Negative Seller Feedback

Amazon regularly monitors seller feedback to re-evaluate performance. Poor seller feedback has enough chances to put you out of the competition. Amazon aims to ensure a superior consumer experience. 1 or 2 stars rating depicts bad customer experience. 

Not only do you get warnings and possibly face suspension, but your selling privileges on Amazon can get revoked if your seller feedback rating is consistently low. One- and two-star ratings count towards your Order Defect Rate. If this rating goes above the 1% threshold, you will be in big trouble.

Certain parameters affect your seller feedback, such as order defect rate, refund rate, shipping speed and other factors. If you don’t keep track of these metrics, then Amazon will most likely suspend or take action on your seller privileges. Therefore, maintaining good seller feedback ensures you to stay ahead of the competition.

How To Get More Positive Seller Feedback on Amazon ?

The seller feedback process takes some time to built in. Therefore, it is essential to have a strategic process in place to increase them rapidly. We can help you with this.

Ship Your Product Proactively or On time

Most of the time, late shipments are the main reasons for negative feedback. On the other hand, early deliveries can delight your buyers and pursue them in leaving good feedback. Upgraded shipment methods and expedited delivery processes are a few of the effective ways to get good feedback. Also, keep in mind that always send tracking information with your fulfilment feed, this helps buyers to easily track their order.

Optimise or Update Your Product Listings frequently

Feedback score may not be directly related to your listings. But customers who are not clear about your product specifications may end up leaving negative feedback on your storefront. So, you need to ensure that you are giving a clear idea about your product and its specifications accurately on the product listings page. Ensure your description and images clear all your customers’ misconceptions about the product

Automating Returns and Refunds in Seller Central

Amazon is always working to make the returns and refunds easy for its customers. It also wants sellers to keep a tab on the return and refund policies regularly while providing full product returns without hassle. Following these policies will aid your buyer-seller relationship on Amazon. 

Be Polite on Asking For Positive Seller Feedback

Use buyer-seller messaging on Amazon to send a request to review your products on Amazon once the order is delivered. Amazon’s Request a Review button can help you with that.

Besides, you can opt for a ‘3-emails strategy.’ Send an email to your buyer post-delivery of your product. Follow-up with them after a couple of days for product review and feedback.

If you receive positive feedback, you can follow up on the same email asking for seller feedback. This process boosts your chances of getting more product reviews and seller feedback.

If sending feedback requests on every order sounds like a lot of work, don’t fret. It’s actually one of the easiest parts of your Amazon business.

It’s easy because you can automate the entire process.

With Salesla Feedback Management tool, you can ensure everyone who buys something from you receives an email asking them to leave feedback.

You can use Salesla for this purpose, and I recommend you do the same. They offer a free 30-day trial, so you can try it out risk-free.

Be Willing to Give Full Refunds on Mistakes

let’s face it no one wants an angry customer so do Amazon. It’s very crucial for Amazon sellers to refund the entire money if something went wrong with the order or any mistakes that happened during the process. Amazon wants every customer to be happy with the purchase.

So make sure to provide a full refund to your buyers if something went wrong.it decreases your chances of getting negative Seller feedback.

Use Amazon’s Automated Feedback Removal Tool

Most of the negative feedback rating seller received have been due to order fulfilment issues. The item didn’t arrive on time, or the box was damaged, or the delivery man left the item in the wrong location.

As an FBA seller, you are not responsible for these problems. Amazon takes full responsibility for any order fulfillment issues, and they will remove any negative feedback left because of order fulfillment.

So if you receive negative feedback for order fulfillment, don’t afraid. Just click on the remove feedback button and Amazon will automatically remove it.

How To Manage Your Seller Feedback Proactively ?

Once you deliver the item, a customer can review your product and leave feedback within 90 days. And, it can be removed within 60 days. Though all customer feedback is crucial, it causes an immediate impact to your business reputation. Negative feedback can turn off all your potential buyers. You need to come up with a seller feedback management strategy to fuel your success. This is a crucial time to monitor your feedback and resolve your customer issues if any. 

Take a proactive approach and follow these steps to address your customer issues:

  • Review the feedback. 
  • Come up with a proposition to solve the problem. 
  • Approach your customer politely.
  • Wait for their response. 
  • And, effectively solve the issue. 

Over time, you get more access to the data and can formulate a better strategy to take a proactive approach towards seller feedback management on Amazon.

How To Deal with Negative Seller Feedback ?

No seller should ignore their feedback score, no matter how busy fulfilling orders. Negative feedback can lead to account suspension, which heavily impacts sales. Moreover, the competition is so fierce on Amazon that sellers need to actively maintain a great rating to become the preferred choice of customers.

No seller can avoid negative feedback – you simply can’t please everyone. You can, however, take steps to mitigate the effects of negative seller feedback. There are three ways to do this.

1.Request For Feedback Removal

When a negative feedback violates Amazon guidelines, you can request its removal in Seller Central under the “Performance” tab.

Basically, these are the types of seller feedback that you can have removed:

  • is a product review and not about your performance as a seller
  • contains promotional content for other sellers or websites
  • contains the personally identifiable information of Amazon users
  • contains obscene or abusive language
  • for sellers using FBA, any complaints about the wrong item sent, warehouse or shipping damage, or anything relating to picking and packing and shipping problems

After requesting for removal, you might get an immediate response from Amazon. If not, this means that the issue has been sent to Amazon for review and you will be notified of the resolution within a few days. If you haven’t heard back within 3 days, follow up. You don’t want time to run out or your issue to be forgotten, leaving inappropriate negative feedback live on your profile.

2.Contacting unhappy Customers

The easiest way to contact a customer about negative feedback is from the Feedback Manger in Seller Central. Next to the feedback rating is an option to respond to the feedback, and access to the customer’s email so you can send them a message.

Take your time with the complaint, investigating what went wrong and how you can fix it. Then email the customer with at least one proposed solution to resolve the issue. If they respond and accept, you can then ask them to remove their negative feedback. If you handle things politely, they should be open to making it right from their end. Help them towards this action as well by providing instructions on how to remove it:

1.  Go to http://www.amazon.com/your-account and navigate to “Personalization”

2.  In the “Community” column, click “Seller Feedback Submitted By You.”

3.  Click the “Remove” link next to the feedback you would like to remove.

3. Things to keep in Mind while contacting Unhappy Customers

As a seller, you need to be very careful while contacting an unhappy customer. You need to take specific measures to improve their buying or product experience. 

  • First of all, ensure that you follow all the guidelines provided by Amazon before contacting your customer. However, Amazon allows sellers to reach a buyer only for customer service. 
  • Amazon incentivized review policy applies for its seller feedback too. It means you cannot offer any incentives to your buyers in exchange for reviews. Amazon can flag or suspend your account if you choose to opt for this method. 
  • Remember that unhappy customers get more impatient as time passes without them having a resolution. And you have only 60 days to address their issues and get them to remove their feedback. So, make effective use of this time and plan accordingly.
  • Never contact a buyer asking for positive feedback or offering other types of rewards. This could potentially lead to account suspension on Amazon. 
  • Keep your responses to the point. Apology, how can you improve their (buyer’s) experience, and proposed solution. 

Best Practices to Maintain your Seller feedback ratings Positive

Here in this below table we have mentioned some reason and best practices to maintain your seller ratings a Fivestar.

IssuesPossible IssuesSolutions
Stock-outInventory is not availableDo not list back ordered items.Maintain a minimum threshold of inventory.Remove offerings that are consistently out-of-stock.
Inventory quantity is not accurateSend inventory update feeds as frequently as orders arrive from non-Amazon channels, up to every 15 minutes.Ensure that you process Amazon orders quickly.Set aside dedicated inventory for Amazon orders.If you use text files, you can simplify inventory updates by setting update-delete to partial update and then use only the SKU and quantity data. The rest of the columns can be left blank.
Drop-shipper inventory is not up to dateMonitor availability and ship times closely.Synchronise your back-end systems to monitor availability and ship times.
Late shipmentProduct takes longer to ship than promisedIf you use text files, set an accurate lead-time-to-ship for each SKU.If you use the add a product feature, use the handling time field for this purpose. .If you use XML, use the fulfilment latency element.Notify buyers of any errors as early as possible and cancel the product or order by default.Upgrade automatically to an expedited shipping method if you are shipping an order late.Remove offerings that are consistently shipped late.
Buyer missed shipment notificationSend tracking information with your fulfilment feed.
Messy or complicated returnYour return policy restricts full refunds before 30 daysProvide full product refunds for a standard 30-day period.
Your returns policies are complicated, vague or burdensomeRigorously review and clarify the language of the returns policy in your online Amazon Help pages.Streamline and simplify complex returns processes wherever possible.
Product not as describedProduct image does not accurately depict its featuresProvide clear images at the maximum allowed image size.Offer multiple views of a product for thoroughness and accuracy of detail.Ensure that the images meet all the requirements. For more information, see Product image requirements.
The size or material is different than expectedProvide custom sizing charts. For more information, see Create custom help pages.Fully fill out the description and product dimension fields.
Wrong size or wrong productIncorrect product shippedCheck your packing, picking and shipping processes for issues that cause errors.Check that your SKU matches to the right product on Amazon.
Product qualityBuyer not satisfied with product qualityDescribe your product carefully. Do not use phrases like “high-quality” for a product whose best attribute is its low price.Remove products that consistently cause negative feedback.Include usage instructions on the product detail page and in shipment.
Customer Service IssueBuyers cannot reach your Customer Service departmentMake sure that your Customer Service phone number and email address are correct in your online Amazon Help pages.Use short, easy-to-type email addresses for Customer Service.Adjust your spam filter to ensure that incoming buyer messages are not categorised as junk.
Buyers are not getting timely responsesAcknowledge every phone call and email within 24 hours.
Removal of feedbackIncorrect feedbackYou can request a removal using the Feedback Manager. Refer to Request removal of feedback.Utilise the option to post a public reply for the feedback received. It will demonstrate your willingness to solve problems to prospective buyers and earn their trust. Refer to Post a public reply and Can Amazon remove buyer feedback for additional details.
Best practices to maintain positive feedback and rating


Having higher seller feedback is essential to your Amazon business. Feedback is a social proof to draw more potential buyers to your listings and it helps you to succeed on Amazon. The ultimate way to get good seller feedback is to ace your fulfillment game and provide better customer experiences. However, there is a limit to what you can do to control customers’ feedback to your product or service.

Deal with the issues as they come along, make improvements to prevent them from happening again, and don’t let negative seller feedback get you down. A few bad ratings will not ruin you as long as you maintain a high rating on your profile. Most customers won’t believe a perfect score, anyway – they know that you can’t please everyone, so 98% is better than 100%. Accept negative seller feedback and try to concentrate on making the product better and ensure that you give the right information on your product page. We wish you great success Selling on Amazon. Keep Selling, Keep Growing.

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