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Your Ultimate Guide to Maintain Amazon Seller Feedback 2020

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Seller feedback plays an essential role in determining your performance on Amazon. How well are you building your reputation through Amazon seller feedback?

Amazon seller feedback is widely discussed and largely misunderstood by sellers. Only a few sellers are sure about how it works and how they can pursue buyers to get good seller feedback. Amazon introduced this seller feedback system for buyers to identify trustworthy sellers. It aims to provide a delightful customer experience to its customers. Amazon seller feedback system monitors and evaluates sellers performance regularly. A customer can quickly identify good and bad sellers, depending on this rating system. 

Often confused with Amazon seller rating, let us decode what exactly is Amazon seller feedback. While the former is a metric that measures your worth and success on Amazon, the latter is what we are going to discuss in this post. Let’s dive right in. 

A quick peek into the content:

  1. How does Amazon seller feedback work?
  2. Product reviews vs. Amazon seller feedback
  3. Benefits of Amazon seller feedback system
  4. How to get an Amazon seller feedback like a pro?
  5. How to manage the feedback management process proactively?
  6. How to deal with negative seller feedback?
  7. Things to avoid while dealing with unhappy customers 
  8. Final Thoughts

How does Amazon seller feedback work?

Amazon seller feedback is a metric to evaluate your performance on Amazon. It is available for Amazon customers who purchase products from wholesalers and resellers. 

A customer can leave you feedback in two ways:

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

Amazon allows the customers to leave their feedback about sellers 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.

Product reviews vs. Seller Feedback

As an Amazon seller, you might be knowing that both product reviews and seller feedback adds value to your business. But most of the 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.  

If you know the difference between product reviews and seller feedback, it’s excellent! If not, look no further, we’ve got you covered. 

Seller FeedbackProduct Reviews
It helps buyers to decide whether or not to purchase a product from the seller by using your average feedback score ratings.  These are the ratings and reviews provided for a product you sold. 
Influences a seller’s ability to win the Buy Box.It has nothing to do with your shipping and seller performance. 
Your customers’ experience and the service you provide to them matters.Social proof for the customers to see how your product performs.
Product packaging and shipping time plays a major role. Product performance and optimizing the listing to match your product is important.
It’s all about your performance.It’s all about your product performance.

Importance of Amazon Product Reviews and Seller Feedback for Sellers, Watch this video to find out :

Benefits of Amazon seller feedback

Improving and tracking your seller feedback is the key to stand ahead in the competition. It can become challenging with the number of sellers growing exponentially on Amazon. 

Smart sellers take seller feedback seriously. And here are the reasons:

We came up with the advantages of having good seller feedback to help you understand better.

Improve your Amazon SEO

 Though Amazon never gives out its A9 algorithm details, 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 SERP improves significantly. This enables you to reach more customers and increase your sales.

Increase your chances to win Buy Box

Winning Buy Box increases the chance of winning a sale to a large extent. Every seller and vendor aims to capture the Buy Box. There are many ways to win a Buy Box. Having excellent customer metrics is one of them. As mentioned, Amazon wants to create an exceptional buying experience for its customers. Therefore, having good seller feedback implies that you are providing excellent customer experience, which ultimately improves your chances to win Buy Box.

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. 

Get eligibility for Seller Central coupons

Back in 2017, Amazon introduced seller central coupons to help wholesalers and retailers to increase their sales on Amazon. Besides, there are other ways for sellers to boost their sales like discount codes, free shipping, giveaways, buy one, get one, and others. 

However, the other opportunities are not as visible as Amazon seller central coupons. These 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 penalizes sellers with poor seller feedback

Amazon regularly uses seller feedback to re-evaluate your 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. 

Certain parameters affect your seller feedback, such as order defect rate, refund rate, perfect order percentage, 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 Amazon seller feedback like a pro?

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

Ship ahead of the schedule or on-time

Most of the time, late shipments are the reasons for negative feedback. On the other hand, early deliveries can delight your buyers and pursue them into leaving good feedback. Upgraded shipment methods and expedited delivery processes are a few of the effective ways to get good feedback. 

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 a negative review. So, you need to ensure that you are giving a clear idea about your product and its specifications accurately in the product listings page. Ensure your description and images clear all your customers’ misconceptions about the product. 

Automate Returns and Refunds

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 and ask for 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. However, Amazon allows buyers to opt-out of unsolicited messages from third-party sellers, which includes buyer-seller messaging service too. 

How to manage feedback management 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.

Note: One should note that seller feedback on Amazon is market-specific. For instance, if your product is available on Amazon US and Amazon Canada, seller feedback is unique for each marketplace. If you have a bad or good feedback rating on one marketplace, it will not affect other marketplace’s seller feedback ratings. 

Address Negative Seller Feedback on Amazon

First, not all the negative feedback can be removed. However, Amazon has strict guidelines that customers need to follow while giving their feedback.

If you find the comment is not valid, you can have them removed by Amazon. Inappropriate customer comments include offering promotional links or comments to other websites, suppliers, or sellers, abusive or inappropriate language in the content, and personal information of other Amazon sellers or customers. For this, go to Amazon seller central → Performance and initiate the process. Give a valid reason why Amazon should remove a specific comment. Usually, Amazon addresses the issue quickly. If it lasts longer than three days, make sure to follow up via email. 

Things to avoid while dealing with an unhappy customer

As a seller, you need to be cautious 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. 
  • Never provide a refund to your buyer to remove negative feedback. Amazon can suspend you for that.
  • 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 crisp and to the point. Apology, how can you improve their (buyer’s) experience, and proposed solution. 

Final Thoughts

Having a higher seller feedback is essential to your e-commerce business. Feedback is a 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 customer delight. However, there is a limit to what you can do to control customers’ feedback to your product or service. But you need to ensure that you explore all the opportunities and improve your customer satisfaction. 

Deal with the issues and try to ensure that they don’t repeat in the future. You cannot please every customer that comes your way. Don’t let a few bad ratings get you down. At times, negative seller feedback drives you into reality. Accept negative seller feedback and try to concentrate on making the product better and ensure that you give the right information in your listings’ description, images, and other sections to avoid misconceptions. 

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