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    Importance of Amazon Seller Feedback & How to Improve Ratings

    Amazon Seller Feedback
    Posted by James Hyatt on February 2, 2023

    What Is Amazon Seller Feedback?

    Amazon Seller Feedback is probably the most neglected yet critical part of maintaining your reputation on Amazon. Most sellers dedicate all their efforts toward increasing their product reviews and maintaining a 5-star product rating while failing to improve their seller feedback.

    Amazon Seller Feedback is an incredibly important metric to evaluate your performance on Amazon. It impacts your chances of winning the Buy Box, boosting your rankings, and so much more. With how steep the platform’s competition has grown, now is the time to give this area of your account the attention it needs and deserves.

    Amazon allows customers to provide feedback within a 90-day window of their order date in the form of ratings and comments. It serves as your report card, a public rating of your performance as a seller.


    Seller feedback is ranked on a scale of 1–5:

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

    Your customers will be asked to rate you on the following criteria:

    • “Did the product arrive on time?”
    • “Was the product as described?”
    • “How was your purchase experience?”

    Difference Between Customer Reviews and Seller Feedback

    Some newbie sellers often use customer reviews and seller feedback interchangeably; however, they are entirely different entities. Customer reviews are about a particular product whereas seller feedback is a rating given to evaluate a seller. Reviews are easily visible on the product detail page, but seller feedback is not quite as straightforward to find. Customers can view a seller’s feedback score by clicking on the “Sold by (seller name)” section on the very right of the product detail page.

    Why Amazon Seller Feedback Is Worth Your Time

    There are plenty of reasons to put effort into maintaining a good seller feedback score. Here are some of them:

    It Influences the Buy Box

    Amazon Buy Box

    A good seller feedback rating increases your chances to win the Buy Box. While customer reviews can greatly impact your conversion ratio, seller feedback is critical for resellers who compete for the Buy Box. Seller feedback directly affects your Order Defect Rate, a metric that’s considered very important in Amazon’s Buy Box algorithm. Amazon wants an exceptional buying experience for its customers, and having good seller feedback implies that you are providing an excellent customer experience.

    It Helps Improve Your Ranking

    Product Ranking

    While Amazon never fully reveals to sellers the inner workings of its algorithms, maintaining good feedback will help boost your chances of improving your product ranking. This enables you to reach more customers and increase your sales.

    Poor Seller Feedback Can Lead to Account Suspension

    If your feedback score is less than 95%, you might want to review why your customers are dissatisfied – negative feedback of 25% or above can put your account at risk of suspension. However, note that Amazon calculates your feedback score based on the ratings received over the last 12 months.

    Buyers Can See Your Feedback Rating

    Amazon keeps track of all the feedback you earn as a seller and aggregates it into an overall feedback score. Amazon will display either your 12-month rating or your lifetime rating on the offer listings page. If you have a poor seller feedback score, potential buyers may think your customer service is not good and reconsider their purchase.

    How to Improve Your Amazon Seller Feedback Rating

    Make Things Right With the Customer

    Because you can’t please everybody, it’s inevitable that you’ll receive unfavorable reviews. The important thing is to promptly address the problem – don’t let a negative review just sit there. Apologize, acknowledge your customers’ frustrations, and offer good solutions. Always be polite and cordial no matter what.

    Be Specific on Your Amazon Product Pages

    Most of the negative reviews and seller feedback are caused by false expectations. If a customer is unpleasantly surprised with their order, they might leave a bad review on your seller profile, so be sure to include all the important details on your product page, such as the features, size, benefits, color, and uses. You may also add videos that demonstrate your product so customers know exactly what they’re getting to further curb low ratings.

    Ask Amazon to Remove Negative Feedback

    If you truly feel that a rating is unfair or goes against Amazon’s Terms of Service, you can ask Amazon to remove the feedback. Note that Amazon will only remove a customer’s feedback under the following circumstances: it uses profanity, it’s about FBA fulfillment, it contains personally identifiable information, or it’s a review of your product and not you as a seller.

    Follow Up With Your Customers

    While some customers are simply too lazy, others may be too shy to leave seller feedback even if they had a great buying experience. How do you encourage these customers to give you positive feedback? You can make use of email marketing to send follow-up emails to customers who have bought your product. Try to develop a personal bond by providing value to your emails – you might be pleasantly surprised to find that many of them will leave positive feedback on Amazon.

    Amazon Seller Feedback “Don’ts”

    • Don’t ask a customer to remove negative feedback in exchange for a discount, replacement, or money as Amazon explicitly prohibits this.
    • Don’t take too long to respond to negative feedback. Always be prompt in offering a solution.
    • Don’t send poorly constructed or confusing messages to the customers.
    • Don’t ask more than once. You can politely request customers to reconsider their feedback, but only ask once.
    • Don’t forget to check your seller rating regularly. If you cannot manage seller feedback, get someone else to handle it for you


    Having a good seller feedback rating is essential to your Amazon business. This will serve as social proof to draw more potential buyers to your listings. While you certainly can’t control everything nor please every customer that comes your way, you do need to ensure that you explore all opportunities toward improving customer satisfaction.

    Don’t let a few bad seller ratings get you down, either. Instead, focus on making your products better and make sure that your listings provide the right information to avoid misconceptions.

    Here at Rank N Bank, we help clients build product listings with images and descriptions that will accurately describe their products while highlighting their unique features and benefits.

    Interested to know more? Book a call with us!


    Topics: Listing Optimization

    About the Author

    James Hyatt

    James Hyatt is the founder and CEO of Rank N Bank, an Amazon Advertising Agency that prides itself on quick, clear communication, transparent pricing, and industry-leading expertise. He graduated with a degree in Business Management at San Diego State University. A self-made entrepreneur, he has built Rank N Bank with no funding or debt, with the sole purpose to help clients grow their businesses profitably.

    Outside the business sphere, James is passionate about racing sports cars at the well-known Willow Springs Raceway, surfing the famous wave breaks on the East and West coast, and challenging himself out on the mountain trails around the U.S.

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