Feedback & Seller Central

The system for leaving seller feedback on Amazon was purposely created so that shoppers can benefit from the previous experiences of others. Seller feedback is one of three kinds of feedback that customers can leave after making a purchase, the other two being package feedback and a product review.

Seller feedback is important to all third party sellers since Amazon uses this to gauge the performance of sellers. The customer experience is one of Amazon’s top priorities, so they rely on seller feedback to make sure all their sellers are keeping up their end of the bargain with regard to product and fulfillment quality, proper packaging, timely delivery, and excellent customer service.

Negative Feedback Rating

Amazon measures a seller’s quality through a Negative Feedback Rating. The rating is a percentage of a seller’s total feedback ratings, where no more than 5% of a seller’s ratings should be negative. Sellers should aim for a score between 0% and 5%, but the closer to 0%, the better. Sellers who get higher negative feedback are advised by Amazon to conduct a review and make the necessary changes to improve customer satisfaction.

Amazon strives to ensure that all their customers maintain trust in the platform. Amazon has grown to be the online retail giant of giants because millions of shoppers leave the platform satisfied. Sellers must meet the following performance targets to secure shoppers’ safe experience or risk having their selling privileges revoked:Negative Seller Feedback

  • Order defect rate: < 1%
  • Pre-fulfilment cancel rate: < 2.5%
  • Late shipment rate: < 4%

Check Seller Feedback

You can review your seller feedback rating from your Seller Central Account. Navigate to Performance, then to Customer Satisfaction on the dropdown, and click on the Customer Feedback Tab. You will see your star rating above the table, then the positive, neutral, and negative feedback on the table itself. Amazon scores feedback on the following scale:Neutral Seller Feedback

  • 5 stars = Excellent
  • 4 stars = Good
  • 3 stars = Fair
  • 2 stars = Poor
  • 1 star = Awful

A rating of 3 is considered a neutral or average rating as far as most customers are concerned. In Amazon’s book, however, only 4 and 5 stars are good. 3 is Fair, which is on the negative side.

As seen on the table, seller feedback focuses on rating the quality of the seller based on the criteria of timely delivery, the quality of the product against the product description, and customer service. Responses on delivery, as described and customer service are limited to a Yes or a No, so falling somewhere in the middle has a better chance of getting a negative response. Amazon shoppers have 90 days to leave feedback after making a purchase. After this, you have less than 60 days to resolve any issues so that your customers can remove negative feedback.

Customers’ Choice

Getting seller feedback is especially useful to wholesalers and resellers who basically sell the same product. It is how customers differentiate between sellers to choose the one who provides the best product and service.

Buy Box Awarding

Amazon factors great seller feedback ratings into their formula for deciding who gets the Buy Box. Being awarded the buy box increases a seller’s chances of being selected by shoppers, so there is a great incentive to pay attention to seller performance. Sellers who fall below the mark have no chance of getting the Buy Box.

Dealing with Negative Seller Feedback

Seller Central Support

Amazon does not usually entertain requests to remove product reviews, but they are open to checking seller feedback. The great thing about the way that seller feedback is managed is that sellers can leave high ratings untouched and have low ratings removed. If you have received feedback that is along the following lines, you can contact Amazon support to ask for it to be removed:

  • includes profanity or obscene language
  • includes personal or sensitive information such as names and addresses
  • is a product review instead of seller feedback
  • the order was fulfilled by Amazon.
  • involves a problem that is not the seller’s responsibility
  • involves an issue where the order was fulfilled by Amazon – wrong item, late shipment

To open a ticket with Amazon regarding negative feedback, follow these steps:

  1. Open the Help menu on the top right corner of your Seller Central Account.
  2. Click on Get support, then Contact Uson the bottom of the pop-up.
  3. Choose Selling on Amazon, then Customers and orders,and type in the related Order ID.
  4. Choose the Customer Feedback Removal Request option and click Next.
  5. If Amazon does not automatically approve the request, you will be directed to select a reason for making the request and to add information that will help your appeal – highly recommended.
  6. Enter your contact information and send.

Customer Contact

Positive Seller FeedbackWhen your seller feedback has to do with your performance, Amazon is not likely to approve your removal request. In these cases, you can contact the customer who left the feedback to see if there is anything you can do to change their mind.

From the Feedback Manager dashboard of your Seller Central Account, you can see your Current Feedback. On the list, navigate to the case you want to take care of. You can click Respond, use the Rater Email, or contact your customer directly. The Rater Email is a template created by Amazon, which contains all the basic information. Crafting a personalized email gets better results, however. If you choose this option, locate your buyer’s email address on the far right to get started. From the information on the feedback entry, you can offer your apologies, address the customer’s comments, offer a solution, and request them to remove the feedback. If all goes well and your customer agrees, you can follow up with these instructions for removing the negative feedback:

  1. Go to
  2. Navigate to the Community column under Personalization and click on Seller Feedback Submitted By You.
  3. Locate the feedback item that you want to remove and click the Remove link next to it.

Respond to Negative Feedback

If Amazon does not remove the negative feedback or your customer is unresponsive, you can try to ease its impact by responding publicly. Even if the feedback will remain on your account, you can show that you care about the bad experience and are offering a solution. Most shoppers will check feedback scores just like they check reviews. Your response may not sway all of them back in your favor, but not responding will definitely not work for you.

Ask for Positive Feedback

You can also offset negative feedback by increasing positive feedback. It is against Amazon policy to incentivize customers to leave positive feedback, but you can contact customers who have purchased your product to check up on their experience. Express to them that you want to make sure that it was a good experience, and request their feedback.