How to Make the Most of Your Amazon Seller Feedback and Seller Rating: The Full Guide

Understanding the definition and differences between Seller Feedback, Seller Rating, and Product Reviews is critical to earning a competitive edge for amazon sellers. Both of them are used by Amazon as metrics to judge how well sellers perform on their platform, though they measure different aspects of the user experience.

This guide will explain each metric’s purpose in-depth and provide valuable insight into making them work for your business. With our tips and tricks, you will be prepared to maximize your success as an e-commerce seller on Amazon.

What Is The Amazon Seller Feedback?

Imagine a customer just orders something from Amazon. Unfortunately, though the product is in good condition and is delivered on time, it is not working. So the customer talks to the seller and asks for a refund. The seller deeply apologizes for this situation and will arrange a refund immediately.

And imagine this scenario: a customer orders something for a friend as a gift. The product arrived on time and worked okay, but the package was damaged during the delivery. This unsatisfied customer contacts the seller but gets no reply.

How will these two buyers react?

The first buyer will likely give negative feedback about the product listing page but leave a positive review for the seller providing excellent customer service. In contrast, the second one might do the opposite.

This is why Amazon designed these two different evaluation systems for the customers so that they can leave feedback from various metrics.

Product reviews, as indicated by their name, are more related to the product quality or design itself, while seller feedback is more about customer rating their experience with third-party sellers about the fulfillment, delivery, shipping speed, packaging, customer service, or return.

The Seller Feedback system has two components: Amazon Seller Rating and Seller Feedback.

What Is Amazon Seller Rating?

Amazon Seller Rating is a metric that rates sellers’ performance on Amazon’s marketplace. This rating is based on order defect rates, late shipment rates, and customer service.

The higher the Seller Rating, the better it looks to potential customers. Therefore, sellers with high ratings will likely have more sales due to their positive reputation.

For those who want to win the Amazon Buy Box, it is necessary to maintain a feedback rating of over 95% and, ideally, over 98%.

Customers of Amazon have a 90-day window from their order date to leave reviews for sellers.

These ratings are unique per marketplace, so even if you sell on both the US and Canada marketplaces, your feedback won’t be impacted by one another.

For seller rating, customers can rate their experience on a five-point scale:

  • Positive Feedback: 5 to 4 stars
  • Neutral Feedback: 3 stars
  • Negative Feedback: 2 to 1 star

One can see the feedback rating by different timeframes, including:

  • One month
  • Three months
  • Twelve months
  • Lifetime

What Is Amazon Seller Feedback?

Aside from the Amazon Seller Rating, customers can also leave an optional comment that provides further details on their experience with the seller.

The entire feedback comment will be shown on the feedback profile of the Amazon store.

Amazon Seller Rating and Amazon Seller Feedback Examples

Now let’s see some amazon feedback examples.

The first amazon store has 3986 ratings and 3986 feedback, among which 99% are positive reviews. This store has a lot of happy customers, and the score proves their excellent customer experience.

The second store is not the case. It is a new store and it only gets 17 ratings and 17 feedback, only 82% of which are positive.

If a customer has to choose between these two stores, they will be more likely to purchase from the first store, which has more feedback, and, more importantly, more positive feedback.

Therefore, a good third-party seller must maintain a good seller feedback rating and an outstanding seller profile to outperform their competitors.

How Is Amazon Seller Feedback Measured?

According to Amazon’s feedback guidelines, Amazon Seller Feedback is measured by the percentage of reviews that are positive (5 to 4 stars), neutral (3 stars), or negative (2 to 1 star).

Amazon uses a sophisticated algorithm to calculate this rating based on customer reviews and feedback. The higher the percentage of positive ratings, the better your Seller Feedback score will be.

Why Is Amazon Seller Feedback Vital?

Amazon Seller Feedback is vital because it helps potential Amazon buyers decide if they should purchase from an Amazon business. In addition, customers are more likely to purchase products from sellers with high feedback scores and positive reviews, so having good feedback can help increase your sales.

Additionally, Amazon takes into consideration a seller’s feedback score when determining their rank in search results, giving those with good feedback a better chance of being seen by potential customers.

How To Improve Amazon Seller Feedback Rating

Having a good seller feedback score is essential to third-party sellers. What are the ways to improve it?

  • Always Follow Amazon Guidelines: The first step to improving your Seller Feedback score is to ensure that you are following all of Amazon’s guidelines and rules. This includes ensuring all orders are shipped on time, products are properly packaged, and customers receive good customer service.
  • Respond To Your Customer Requests Instantly: It is important to respond quickly and politely to any requests or inquiries from customers in a professional manner. This shows them that you care about their experience with your business, which can help increase customer satisfaction.
  • Provide Quality Customer Service: Providing quality customer service is key to improving your Seller Feedback score. This includes responding quickly and politely to any requests or inquiries, as well as resolving any issues raised by any disgruntled customer in a timely manner.
  • Sell A Good Product: To get good feedback on Amazon, it is important to make sure that the products you are selling are of high quality. Customers want to be sure that they are getting a good product for their money, so make sure you only sell products that will meet their needs.
  • Request Reviews: Asking customers to leave a review can help boost your Seller Feedback score. You can do this by sending out follow-up emails or messages after they have purchased from you, asking them how their experience was and if they would be willing to leave a review.

Improving your Amazon Seller Feedback score is essential if you want to succeed in the Amazon marketplace. Following the Amazon guidelines, providing quality customer service, selling good products, and asking customers for reviews can help you achieve a better rating and increase sales. By following these tips, you will be able to make the most of your Amazon feedback and seller rating.

The Best Practices When Asking For A Seller Feedback

When asking for Seller Feedback, it is important to remember the following best practices:

  • Don’t be too pushy or aggressive.
  • Be polite and honest in your request.
  • Ask customers how their experience was with you and your product.
  • Make sure to thank customers for their feedback.

How To Deal With Negative Seller Feedback

The best way to deal with negative seller feedback is to try not to get any in the first place. However, if you have already received one, it is important to address it immediately. Try to resolve whatever issue the customer has, and always be polite when responding. If possible, reach out directly to the customer and offer them a resolution or a refund.

If under one of the following circumstances, you may have a good chance to remove feedback you don’t want:

  • The feedback includes obscene language
  • The feedback personally identifiable information
  • The feedback is related to the product itself rather than the seller
  • The feedback is about fulfillment or logistics service
  • The feedback infringes Amazon’s feedback guidelines

How To Ask Amazon To Remove Negative Feedback For You

You should provide a detailed explanation of why the feedback is inaccurate or inappropriate, as well as any relevant evidence that may help your case, such as screenshots. Amazon will review your request and decide whether they should take action after the review process.

The Value of Negative Seller Feedback: What You Can Learn From

Negative seller feedback can provide invaluable insight into what changes are needed to improve your customer service and product quality.

Successful sellers always take the time to read through negative reviews and addressing the issues raised to make sure that these mistakes don’t happen again in the future, ensuring a better overall experience for customers.

It is also important to remember that even negative reviews can be valuable, as it shows that an Amazon buyer has taken the time to leave a review and voice their opinion regarding customer experience.

What Are Amazon Product Reviews (Customer Reviews)?

Amazon Product Review is a type of review that customers can leave on an Amazon product page to provide feedback and ratings on the item they purchased. This feedback helps other customers decide whether or not to buy the same product, as it gives them an insight into how others enjoyed the product.

What Are The Differences Between Amazon Product Reviews and Amazon Seller Feedback?

Amazon Product Reviews are customer reviews that are left on product pages, whereas Amazon Seller Feedback is feedback from customers which reflects their experience with the seller. Product reviews give customers an insight into how others enjoyed the product. However, Seller Feedback provides insights into the seller’s service quality.

Best Strategies To Get Product Reviews?

You can use several strategies to increase the number of product reviews on your Amazon page.

Use Amazon Vine Program To Get Early Feedback For Products

Amazon Vine is a program allowing Amazon vendors to get unbiased product reviews from trusted reviewers before their products go live. This is an effective way many sellers use to get feedback and ratings on the products before they hit the market.

Use Proven Digital Marketing Strategies To Promote Your Products

Digital marketing strategies such as email campaigns, influencer marketing, and paid advertising can be used to promote your products and encourage customers to leave reviews.

How Many Product Reviews Do You Need To Get?

There is no one-size-fits-all answer to this question, as the number of product reviews you need will vary depending on your product, category, and price range.

Generally speaking, it’s recommended to aim for at least 100 product reviews before launching a new product. This helps create a sense of trust in customers looking to buy your product.


Amazon Seller Feedback and Amazon Product Reviews are both important for improving customer satisfaction and increasing sales on Amazon. Therefore, it is important to understand the differences between them, as well as the strategies you can use to increase product reviews on your page.

By reading through negative seller feedback, you can learn valuable insights into what changes are needed to improve your customer service and product quality. Additionally, joining Vine Program or using proven digital marketing strategies can help you get the reviews you need to grow your business.

By remembering these tips, you can make the most of your Amazon Seller Feedback and Seller Rating.

Frequently Asked Questions

What Is Amazon Seller Feedback?

Amazon Seller Feedback is a metric that rates sellers’ performance on Amazon’s Marketplace. It is based on order defect rates, late shipment rates, and customer service. In addition, customers can leave an optional comment that provides further details on their experience with the seller.

What Are Amazon Product Reviews?

Amazon Product Reviews are customer reviews left on product pages to provide feedback and ratings on the item they purchased. This feedback helps other customers decide whether or not to buy the same product.

What Are The Differences Between Amazon Product Reviews and Amazon Seller Feedback?

The main difference between Amazon Product Reviews and Amazon Seller Feedback is that Product Reviews give customers an insight into how others enjoyed the product. In contrast, Seller Feedback provides insights into the quality of service provided by the seller.

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