Amazon.com generated net revenue of $178 billion in e-commerce and service sales from 2004 to 2017. Originally founded in 1994, Amazon is the world’s largest online retailer of clothing, books, music, electronics, and many more goods. The e-commerce giant creates most of its net revenues through online retail item deals, trailed by outsider retail seller services, retail membership services including Amazon Prime, and AWS as of 2017. Amazon Kindle is also produced by Amazon.

Customers can buy merchandise at a rather discounted price from both small and large businesses as well as from other consumers through Amazon. Amazon has ruled the retailer market due to the wide variety of products accessible at prices which often undercut local brick-and-mortar retail offerings.

95 million people in the United States alone signed up for Amazon Prime as of June 2018. Imagine that the population is almost the same as Vietnam (early 2019)! In other words, almost 66% of American homes are subscribed to Prime memberships.

Amazon has always constantly kept up a high emphasis on customer satisfaction. Amazon customer reviews about the items are one of the primary reasons to attract customers on Amazon. As quoted by Michael LeBoeuf, “A satisfied customer is the best business strategy of all”. It basically encourages them to understand pretty much everything about the item. Amazon product review is the one they can trust in order to judge and scan a product primarily because consumers cannot physically check the product while shopping online.

Amazon merchants must maintain a high feedback rating to distinguish themselves from the rest of the sellers and remain successful on their turf. Sellers can’t build buyer trust without an excellent rating. Buyers quickly figure out which seller is the most dependable and reliable by filtering feedback ratings on Amazon seller profiles. Quite often, the consumer will choose sellers with higher ratings, particularly if they’re picking between products with similar specifications and prices.

The list below are the unique rules about how negative seller feedback can affect Amazon seller’s sales specifically:

Sellers often have to compete for their item to be placed in the Buy Box because multiple sellers can offer the same product. Winning the Buy Box is critical because every merchant wants their offer to have the most visibility. Amazon decides an overall seller score of customer experience to know the winning seller of a Buy Box. With each of their orders, merchants receive or lose points towards their Buy Box seller score.

A good example can be like this: 100 points are given to an order that was received by the buyer if there are no issues encountered. Also, 1 or 2-star ratings have the largest penalty in this area – a deduction of 500 points towards the merchant’s overall score. An Amazon merchant with enough negative feedback has virtually no chance of getting the Buy Box with this ranking system, and thereby little chance of attracting any customers.

Amazon has a system called Order Defect Rate (ODR), which measures the percentage of your orders that have received negative feedback in addition to other poor customer reactions and is used as a seller performance target.

One and two-star evaluations are viewed as negative criticism. Amazon states that having an ODR above 1% could bring about losing your merchant benefits, implying that merchants who have more than 1% of requests with one or two-star ratings could have their seller privileges removed.

A seller’s profile includes a percentage of positive ratings from the past 12 months, so a neutral rating a few months ago is still counted in their profile. It can also be said that Amazon doesn’t just measure seller feedback with an average 5-star rating.

Also, if there’s already a lot of good feedback for the product, many users specifically check the negative reviews to get a hint of what issues could potentially arise with the product, or if it has been fixed already. As a seller, you naturally want to avoid this and wonder: What would it be a good idea for me to do about unfavorable reviews? What would I be able to do in any case?

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Request removal if feedback violates Amazon guidelines.

Any feedback from the buyers that violate their guidelines can be removed by Amazon upon request. That is the easiest way to get rid of the negative feedback that came from the buyers.

Here is Amazon’s rule if your comment is good or not:

  • Product reviews — Amazon allows customers to write product reviews on product pages, so there’s no need for product reviews in seller feedback comments too. Transaction feedback has to be a review of the service the customer received from the seller, not a review of the product they ordered.
  • Promotional content — Any comments or links about other merchants or websites is considered inappropriate feedback.
  • Obscene or abusive language — Amazon recommends people to use helpful and appropriate language when participating in any discussion or leaving comments.
  • Personal information — Amazon prohibits feedback that includes identification information of Amazon users.

For items that are listed under the Fulfillment-by-Amazon (FBA), Amazon takes care of a seller’s item storage, order packing, logistics, and customer service. Since an FBA merchant isn’t in charge of these obligations, any negative FBA seller feedback that identifies with these undertakings will be removed by Amazon.

Negative feedback about item condition and logistics will not be removed for non-FBA listings since non-FBA merchants are in charge of those tasks.

If you happen to encounter negative feedback and it violates Amazon’s guidelines or falls under FBA responsibilities (and you are an FBA seller), you can ask for its removal by adhering to these directions:

  1. Log into your Amazon.com seller account.
  2. Visit Contact Us page, and click the Customers and orders from the left-hand side.
  3. Enter the Order ID and select Next.
  4. Provide the details and reason for your feedback removal request.

Once you’ve submitted your request, Amazon will check and review the feedback and decide whether it should be removed.

Reach out to the buyer if feedback is ineligible.

It goes a whole new level of dedication and commitment to reach out to people who previously had a bad experience in using your product. Amazon enables purchasers the power to remove their bad feedback and sometimes generously giving 5-star ratings if things handled correctly.

What’s good and what’s not?

You have to:
Say sorry. It never hurts to say you’re sorry. Take your time to apologize, understand the buyer’s problem, and address it properly.
Be mindful with your response. Amazon gives customers 60 days after they leave seller feedback to remove their response. Be timely of your response because if you wait too long before reaching out to that buyer, it might leave a bad impression to them even if you’re saying sorry about what happened.

Avoid:
Asking the buyer to immediately remove his/her feedback. That’s not cool, even in other seller’s shoes. Your initial message to the purchaser should only include your apology and suggestions for resolving the current product or service issue. If you immediately ask for feedback removal, you’ll give the client the feeling that you don’t really think about their concern — thus, there’s a big chance that they won’t remove their feedback. Wait for their reply before asking for feedback removal.
Offering buyers a refund in exchange for negative feedback removal. If you endeavor such a scheme, you can actually have your seller account suspended since this is against Amazon’s rules. Amazon wants sellers to take the time to understand the buyer’s problems and address them properly instead of giving out discounts and throwing refunds.

To reach out, follow these steps:

  1. Scroll down and click View Current Feedback.
  2. Find the buyer comment that you want to resolve, and select the Resolve button. You will then be redirected to the Resolving Negative Feedback page.
  3. Click the yellow Contact Customer button.
  4. Select a subject from the drop-down menu.
  5. Type your message.
  6. If you want to include receipts, supporting documents, etc., use the Add Attachment button.
  7. Click Send Email to send your message to the buyer.

In the event that the purchaser responds, you should you should attempt to determine their concern if it hasn’t been fixed already. Explaining and solving the issue will take the customer back to your side, so you can then politely ask for feedback removal.

If the buyer does agree to remove their feedback, you can provide them with the following removal instructions:

  1. Log into your Amazon.com account and visit the Your Submitted Feedback page.
  2. Next, in Your Submitted Feedback, select Remove.
  3. Indicate why you would like to remove the feedback.
  4. Select Remove.

Customers submit negative feedback because they feel like the product or service that they bought or experienced is worth less than normal. It’s your job as the seller to make them feel less duped by attempting to take care of their problem. When you’ve done that, there’s a decent possibility the purchaser will be open to your feedback removal request.

Leave a response on Amazon’s website if the buyer doesn’t remove feedback.

The best you can do is leave a direct response to the feedback on Amazon’s site if it’s clear that negative feedback won’t be removed by the customer or Amazon — in that way, people who specifically sees the negative feedback will also see that you tried to determine and solve the issue.

Is your comment to the negative feedback good or not?

You should:
Keep your reply dignified, professional, and short. You can maintain a professional and respectable image without going into too much detail. The main readers of your response will be consumers on your profile who really don’t know what’s happened in the order, so no need to be very detailed.

You shouldn’t:
Submit a sarcastic or cheeky reply. Making fun at those negative feedback will not really help, worse – future buyers will lose interest in you. Submitting these kinds of posts makes you a joke in the eyes of the consumers and will try to find other sellers to do business.

I know it’s quite long, so here’s a quick summary!

Wrapping up

One of the critical parts of being a successful Amazon seller is having a high seller feedback rating. At the same time, having negative feedback doesn’t necessarily mean that you can’t get up anymore. Double check to guarantee the comment doesn’t contradict Amazon’s strict feedback rules. If it doesn’t, look to determine the situation to the buyer’s satisfaction, and try to have them remove it themselves.

The key is to not let those negative feedback a chance to get you down when selling on Amazon. Focus on your vision and address feedback problems when they arise to assess and improve your service, and your charisma, for potential customers.

Over the long term, a couple of negative ratings all over won’t entangle you up if you focus on improving your business (and its process) and offering outstanding customer service. With these objectives in mind, sellers like you will have no difficulty flourishing in the Amazon marketplace.

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