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Last updated on July 13th, 2023
Written by Ken Zhou
Amazon sellers use feedback to determine how well they perform and meet customer expectations. In the retail giant, these evaluations are categorized into Amazon Seller Feedback and product reviews.
Initially, these may seem similar, as they serve the same purpose—providing feedback from customers. But if you look closer, it becomes evident that they have distinct characteristics and unique impacts on your brand.
This prompts us to ponder: What exactly sets apart these two types of customer feedback? Moreover, how can they impact your brand reputation and the success of your products?
All the answers lie within this blog post. Keep reading to learn more!
Amazon Seller Feedback is a rating system feature that allows buyers to share their insights and opinions about an online store, particularly focusing on their experience with a particular seller.
It can be a positive or negative review about the product quality, shipping and delivery efficiency, professionalism, or the level of customer service received.
Amazon Seller Feedback is extremely important for several reasons:
Amazon Seller Feedback operates through a structured system that enables buyers to submit feedback to individual sellers. The feedback process consists of several key elements:
Seller feedback is rated numerically on a 1 to 5 stars scale. On Amazon, ratings of 5 and 4 stars are considered positive, 3 stars are neutral, and ratings of 1 and 2 stars are deemed negative.
How is Seller Feedback calculated? The Amazon seller rating is determined by calculating the average of all the feedback received by the seller within a specific timeframe.
Here’s a quick example: if you have received feedback from 100 customers over a month and 85 of them have given either 4 or 5-star ratings, you’ll get 85% positive. That is a good Seller Feedback score.
This calculation remains the same regardless of whether the remaining 15 customers have left neutral or negative seller feedback.
In addition to the numerical rating, buyers can leave seller feedback by writing comments. These remarks can be about:
Buyers can provide specific details and anecdotes related to these aspects. This will give potential customers insights into the overall seller’s business operation.
Customer feedback is a treasure trove of valuable insights, opinions, and direct experiences from shoppers. Gaining access to such information is not only beneficial but crucial to understanding and improving your seller performance.
Viewing the seller feedback you've received is easy. Follow these tips below:
You may come across particular feedback that is extremely unfair or unjust. Unfortunately, you cannot remove these comments at will. Instead, Amazon allows you to make a request and evaluates it based on specific criteria.
Amazon will only consider your request if it meets the following conditions:
If you think the feedback you received meets the criteria for removal, you can follow these steps:
Earlier, we discussed Amazon's policy of removing product-related information within the Seller Feedback. While this may seem like a negative approach toward customer sentiments, it's not. This policy exists because Amazon has established a separate category exclusively for product reviews.
Product reviews on Amazon offer valuable insights from customers who have purchased and used a specific product. These reviews focus solely on the product and have nothing to do with shipping and seller performance.
Customers can express their thoughts, opinions, and insights about various aspects of the product, such as its performance, features, and quality. Sharing their experiences contributes to the collective knowledge base and helps future buyers make informed purchase decisions.
Product reviews are essential for several reasons in the Amazon marketplace:
A product review on Amazon works by allowing online customers to post what they like and dislike about their purchased item below the listing. Here's an overview of how the process works.
According to Amazon Community Guidelines, customers who have spent at least $50 on Amazon.com within the previous 12 months can leave a review for most products. This policy ensures that reviews come from active and engaged customers who recently bought on the platform.
The customer can voluntarily write a review on the product's Amazon listing page. They can rate the product on a scale of 1 to 5 stars and provide a written review detailing their experience.
Amazon follows a meticulous verification process to maintain the integrity and authenticity of product reviews. They ensure that reviews align with their guidelines and policies, offering customers a reliable and unbiased source of information.
During the review verification process, Amazon specifically looks out for the following cases that may result in the removal of a review:
Product star ratings on Amazon are calculated using advanced machine-learned models, which offer a more nuanced assessment than a simple average. These models consider several factors to determine the product's star rating, including:
The freshness of the feedback keeps the recent customer experiences impactful on the overall rating. It also helps Amazon identify and filter out potential instances of fake or manipulated reviews.
Customer ratings without an Amazon Verified Purchase status do not contribute to a product's overall star rating. But if a customer supplements their rating with additional details such as text, images, or videos. In that case, their input is included in the calculation.
Now that you understand how each type of Amazon feedback works, let’s quickly go over their differences.
As you can see, Amazon Seller Feedback and product reviews are separate entities that require different management and response strategies. From product experience to seller performance, each aspect is relevant in shaping your reputation and influencing customer decisions.
But at the end of the day, improving your Seller Feedback and product review scores comes down to a few key strategies:
Remember, consistent effort and a customer-centric approach are critical to long-term success on Amazon.
Seller Interactive is a trusted partner that can help you make your brand known online. We work closely with sellers to develop tailored strategies that drive positive feedback and encourage customers to leave valuable reviews.
If you want to know more about product reviews and seller ratings, book a call today.
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