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How to Respond to Amazon Negative Reviews

Amazon negative reviews are an annoyance for any Amazon Seller. Just a single low star rating can pull the rating of a product dangerously down if there is no solid base at Amazon ratings. But even if a product has already received a lot of good reviews, prospective buyers are often looking at the bad Amazon ratings before buying to get a picture of the product. Poor valuations can directly reduce sales. Amazon Sellers want to avoid this and therefore ask themselves the question: How should I deal as a Seller with negative product evaluations? What can I do at all to increase my Amazon conversion rate? In this post, we present countermeasures in bad evaluations for better amazon business strategy. For each measure, the effort, the probability of success and the result is discussed, as well as a guide to the procedure.

Following aspects need to be handled while responding to a negative review:

Apology – Be it a disgruntled buyer or a buyer who just experienced a minor discomfort, being apologetic to get started with, relives the buyer of the inclination to continue pursuing the case in a negative direction.

Resolution – Problems are solved with solutions and not merely being apologetic, offer a solution to the buyer or if it’s a clarification that’s required at most, provide the clarification by being informative in a way that’s user-friendly and not complicated to understand.

Non-Generic – More specific you are about the reviewer comments, the more concerned you seem towards offering a resolution. Generic reverts show a casual attitude lowering the belief of the buyer in you.

Respect – No matter how rude the comment in the review may be, once you have chosen to be reverting to it rather than having it removed, ensure that you remain respectful and not attempt to go for a tit for tat.

Assurance – How good is a solution if the problem keeps repeating? Assure the reviewer that the concern raised by him/her has been taken seriously and best attempts would be/have been taken to ensure that the same is not repeated in any experience with the seller. Keep in mind that the assurance wouldn’t do any good if indeed the issues repeat frequently, hence an effective resolution is a must.

Correction or deletion by the customer

Product reviews can be adjusted or deleted by customers later on. In order to influence a negative assessment, Sellers can therefore try to contact the customer in order to reach a subsequent adjustment in conversation or negotiation.


Result: In the best case, a very good result can be achieved by removing a negative review. Amazon can convert a negative into a positive, contributing to the improvement or to consolidate the review section. Even if this is not possible, at least a deletion of the evaluation can be achieved. In this way an Amazon rating is lost, but its negative effect is removed.

Success probability: The probability of success is moderate overall. Contact may be difficult, depending on the situation. If no identifiable person is given, it is hardly possible to identify and directly contact the customer. When the direct contact ceases, only the indirect and public contact attempt remains via a comment on the evaluation (on the product side). However, once the personal contact has been established, the probability is high that the rating can be improved or at least erased.

Expenses: The cost of this measure is relatively high because firstly needs a more or less time-consuming research be carried out to contact and secondly then must actually contact received and guided the dialogue with the customer and any replacement benefits are delivered.


The biggest challenge with this measure is to find out the contact details of the reviewer. Since many ratings are given under a pseudonym, the actual reviewer cannot always be found. As a trader, you can try to identify the reviewer using the pseudonym, the date, and the rated product. Especially with “verified purchases” you can be sure that the reviewer is an Amazon customer – this also helps. Match these data with your broadcasts to find out the reviewers and their contact information. It is quite conceivable that this only succeeds at 30% or less of the Amazon ratings. If you can not identify the customer, you remain the last chance to ask the customer to report to you via the comment function

If the reviewer is identified, you can contact the customer by phone, e-mail or mail, and help him solve his criticized problem. If the problem is solved, the chances are high that the rating is also changed/deleted. Be careful not to incite the user to incur incorrect incentives to violate Amazon’s policies.

There are particular prospects for success if:

  • There is a falsely emitted Feedback concerns (eg positive comment, but vote with 1 star)
  • The review is obviously unjustified
  • The reason for the poor Amazon review to the satisfaction of the customer has been dispelled

When you communicate, you should consider the following:

  • In order not to violate the rules of Amazon, make sure the customer is not harassing
  • Offer him not to solve the problem or compensation as an incentive for the removal/correction, but first try to satisfy the customer and then speak about the removal/correction of the review.
  • Maintain a personal and friendly communication style
  • Through an indication of the relevance of the Amazon reviews and the possible negative consequences for you as a merchant, especially after a personal communication, buyers can be confident who had assigned the rating in effect.
  • Some Amazon buyers are not aware that the deliveries are handled by external traders. If you give a negative rating, do so by believing that this is a large, anonymous group. If you are told that they are private individuals and if you build an emotional bond, the chances of a distance can be increased.

Make it as easy as possible for the customer as soon as he has consented to rectification or deletion and provide him with instructions such as the following:

  1. Go on Amazon and sign in
  2. Find your Amazon reviews under “Profile”
  3. Click the message that you have reviewed
  4. Choose Change or Delete

Delete the rating by Amazon

You can try to delete a product rating from Amazon if it violates the review guidelines. A remote Amazon bad review is a good result because, although a vote is lost, its negative effect is removed.

Success probability: The success probability of removal by Amazon is relatively low. Only if the evaluation violates the Amazon review guidelines, there is a prospect of deletion by Amazon. However, an infringement is only present in extreme cases (eg formally grossly inappropriate or fraudulent). The fact that an Amazon rating is unfair does not constitute a reason for a distance.

Expenses: The cost of the operation is very low. An Amazon review must be reported as abusive only with a few clicks and with a brief reason.


In order to prompt Amazon to delete a rating, a few clicks are enough. Go to the details page of your product, click on the review in question and click on “report abuse”. In the pop-up that opens, refer to the appropriate reason. Alternatively, you can also send an email to email with the affected ASIN, the time of the evaluation, the name of the reviewer and ideally link to the review. In order to increase the chances of success, you should emphasize where the user violates the guidelines.

Before you report any of your 1 reviews to Amazon, you should be aware that a message will only be successful if there is a specific violation of the review guidelines. From the strategy to report reasonably all bad reviews on Amazon and then look at how many on Amazon deletion is not advisable. Perhaps this has a negative impact on an internal valuation at Amazon. Check to what extent there is a violation of the directives and report only if there is a specific violation. There is a prospect of a deletion if one of the following points applies to the content of the product assessment:

  • Fake Reviews
  • A customer who is not satisfied with his purchase, published multiple negative reviews for the same product.
  • Opinions of individuals or companies that have a commercial interest to reviewing their own product or competing products or to review by authorized third parties (this includes reviews of publishers, producers or third parties, which sell the product)
  • Material of third persons
  • Time-critical material (eg advertising tours, seminars, lectures, etc.).
  • Comments on other reviews on the page. Other reviews and their representation on the site are subject to change without notice.
  • Spiteful remarks
  • Obscene or distasteful content
  • One-word reviews
  • Phone numbers, email addresses, URLs
  • Advertising, watermarks in videos or promotional materials
  • Information on the availability, the price or alternative ordering / payment options

Public commentary

By commenting on a negative Amazon rating on the product page, the Seller has the opportunity to present his / her views and to put an assessment in the right light. He can explain what he has done to resolve a problem and why the problem will not occur in the future.


Result: Due to a comment, the evaluation itself cannot be changed. The valuation remains visible and flows into the evaluation average. A comment can, however, mitigate the negative consequences since the trader can relativize the criticism. If, for example, the Seller declares what measures he has taken to solve the problem so that he will not be able to do so in the future, prospective buyers can be convinced of the purchase even though the bad rating is still visible.

The probability of success: The dispensing of a comment is facing any obstacles. This measure can, therefore, be carried out in any case, even if others fail.

Expenses: The cost is moderate. There is no need for negotiations or additional services. If an appropriate comment is to be made, however, work can only be done with standard texts, so that each review has to be edited individually.


Post a comment by commenting in the right light

To submit a comment, simply click on the appropriate rating and click the “Add Comment” button. Note that you must be logged in to an Amazon account. If you do not want to comment with your private account, you can create a separate account. Regardless, it is recommended to use your own “signature” in order, for example, to clearly state in the greeting formula that this comment originates from the deal

Traders have the opportunity to express their views through the commentary function. This option should always be used if the change or removal of the evaluation is not possible. Future potential buyers are reading just negative reviews, in particular ratings with 1 star, in order to find out about the relevant weak points of a product. These will be decided against the purchase if necessary. The aim is to reduce uncertainty by means of a commentary and to take the risk of potential customers to acquire an inferior product. If you are a trader in the comments state why the criticized point will not occur in future purchases, then increase the chances of further purchases. Use the comments to put the evaluation in the right light, to show the face and to demonstrate your appreciation against your customers. There are basically two options for commenting:

  1. The criticisms are not justified

This is the case, in particular, if something is criticized, which is pointed out in the product description. Such cases are particularly frustrating as traders (the buyer should be asked to take the valuation back. Despite frustration should be explained in a friendly and factual tone, why the criticism is not justified by referring, for example, to the corresponding passage of the product description.

  1. The criticisms are justified

If the criticism is justified, the following points should be stated in the comments:

  • for any inconvenience apologize
  • describe what you have done to rectify the justified criticisms and why not repeat the criticisms when making future purchases.


In spite of the associated effort, the best result can be achieved by contacting the customer and is a good amazon strategic plan. Once the contact has been established, a poor assessment can be converted into a good one or at least be deleted in personal contact and through good customer service. If it is possible to contact a customer who has given a bad rating, this option should therefore be used as a first choice. The next best result can theoretically be achieved with an extinguishing request to Amazon, without having to do great effort. However, the successes of such an inquiry are not particularly high, since Amazon deletes an evaluation only in special cases that are not the rule. A rating is not deleted solely because it is unfair. There are prospects only if a customer grows roughly in the tone or when a competitor delivers a fraudulent valuation and links to an external shop. For this reason, this measure is only available in a few cases. As a third measure, it remains a bad comment to comment. In this way, the assessment will remain, and will continue to reduce the average, but at least it can be put into the right light for readers. Poor ratings can make buyers very uncomfortable, they are a clear buying inhibitor. If there are no other possibilities available and a meaningful comment can be made, then it should be tried to abolish this purchase inhibition through a comment.


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Author Dilip

Co-Founder At SellerApp 

Senior IT executive with over 13 years of product development and global consulting experience in large-scale, complex systems and deep technology delivery and management.

Comments 1

  • Andarek May 21, 2018 at 8:22 am

    In a way, a negative reviews is still a feedback that can show your product or listing is a active. You can respond the reviews how to resolve the matter or offer a discount.


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