6 Ways to Improve Your Amazon FBA Seller Feedback

6 Ways to Improve Your Amazon FBA Seller Feedback

Amazon is famous for letting customers leave reviews of the products they’ve purchased.

As a seller, you also know that Amazon extends this same opportunity to a seller about how they think you did.

Seller feedback is probably the most influential factor where your success is concerned. You could have the world’s best product – and plenty of it – but if customers don’t think you’re a reliable seller, you won’t make a cent.

That’s why we’ve compiled six ways you can improve your Amazon FBA seller feedback that will let buyers know you’re the one they should trust with their order.

1. Be Proactive

According to Amazon, only about 10% to 20% of sellers receive feedback. If you search through various seller forums, though, you’ll see that most people claim that 10% is much closer to the average.

Now, keep in mind, that doesn’t mean this is positive seller feedback. It should take you about 10 sales before a buyer finally lets Amazon know how you did, but that’s no guarantee they’re going to have nice things to say.

The deck is stacked against you, as well, because negative emotions generally trump positive ones when it comes to recall. In other words, if you’ve spent a single day online, you’ve probably noticed: people like to complain.

Therefore, sitting around waiting for people to leave you seller feedback is a losing game plan. Rest assured that your competition is doing all of the following steps, too. Beating them to the Buy Box will be impossible if you don’t put in the same effort.

Also, it might help to keep in mind how important FBA seller feedback is – not just in terms of your overall rating, but also regarding how many reviews you receive.

While no one knows Amazon’s exact formula for deciding who wins the Buy Box, they have identified six metrics:

  • A-to-Z Guarantee Claims
  • Availability (is the product in stock?)
  • Customer Feedback
  • Price
  • Refunds
  • Volume

Clearly, you need to concentrate on other features of your Amazon FBA business, but you can bet that Amazon definitely puts a premium on customer feedback.

Furthermore, you have a large degree of control where five of those are concerned. With customer feedback, you’re largely at the mercy of your buyers.

Obviously, we’re here to talk about how you can improve your seller feedback, so it’s not as though you’re without any power whatsoever, but this is only the case if you’re proactive. 

2. Don’t Wait for Positive Seller Feedback to Happen

Alright, so now that you’re sold on being proactive, let’s talk about how you can apply this to earning positive seller feedback.

In short, this means going out there and asking for it.

You can do this one of two ways:

  • Contact the customer and ask them to leave you seller feedback
  • Include a note in the box asking for seller feedback

It should go without saying that, either way, you need to be tactful.

“Please leave me positive seller feedback” is very respectful of your buyer’s time, but there’s little reason to think it will be effective.

A far better approach would be to email the customer beforehand – the moment you see their order has been made. Before they ever receive your item, reach out and thank them for their purchase. Make sure to mention you’ve made every effort to ensure their satisfaction, but you’re willing to do anything else it takes.

In short: show you care.

If you do this without requesting seller feedback, it’s going to seem much more genuine.

Then, after they’ve received their order, send them a short, friendly note (you can also include one in the box) explaining to them that feedback makes a huge difference so you would really appreciate them taking just a second to leave you some.

3. Check Out Your Competition

It’s not uncommon to hear from sellers who have been grinding with FBA for years and still can’t seem to lock down that Buy Box.

Some of you may not have the same experience level, but you’re curious why some of your competitors have the Buy Box and you don’t.

In some cases, it might be a good idea to buy from them and see what you can learn.

Obviously, no one wants to send money to the competition. We’re also not suggesting you spring for any big-ticket items, either.

However, you might be surprised what you find. If anything, you can probably base your approach to the last step on what they’re doing. Don’t copy them exactly, but don’t shy away from adopting their method (after all, you did just send them money).

4. Don’t Tolerate Negative Seller Feedback

Negative seller feedback is going to happen. As we mentioned above, people are far more likely to leave it than they are positive feedback.

The absolute worst thing you can do, though, is to simply accept it. For one thing, you should be taking this opportunity to learn from a possible mistake. Maybe you truly thought an item was in “acceptable” condition and your customer believes otherwise. In that case, quit selling products in that condition.

We’ve talked about having negative FBA seller feedback removed before, but here are the main points:

  • Check to make sure their review is permissible under Amazon’s guidelines
  • Always contact the buyer to apologize and see if you can make things right
  • Only after you’ve done this, remind them how important feedback is and ask if they would consider amending their review

As you can see, the last two steps mimic those we recommended for being proactive about positive seller feedback: start by making sure the customer is satisfied and then ask for positive feedback.

Sometimes, there won’t be anything you can do. That’s just the way it goes with Amazon FBA. You may not be able to find the person’s contact info or, even if you do, they may be unwilling to forgive.

Nonetheless, you need to get in the habit of treating any negative review as a priority. Don’t make excuses for them or brush them off. That kind of attitude will only earn you more in the future.

5. Neutral Feedback = Negative Feedback

Likewise, don’t accept neutral feedback. A lot of sellers who don’t know any better simply shrug their shoulders when they see these reviews. Sure, they would’ve loved a positive review, but at least they didn’t get a negative one, right?


As far as Amazon FBA is concerned, neutral is negative.

First of all, as we’ve already hammered on, every opportunity to improve your seller feedback is one you must take. At best, a neutral rating is a missed opportunity.

Second, neutral feedback doesn’t really tell you what you can do to improve. As far as refining your skills as an Amazon FBA seller, it’s useless.

If that was the worst thing we could say about neutral reviews, you’d still have two very good reasons to limit them as much as possible.

Unfortunately, neutral reviews hurt seller feedback scores.

Treat them the exact same way as negative reviews, then, by following the advice in the last step whenever you receive them.

6. Automate the Process of Fighting Negative Seller Feedback

Lastly, it’s understandable that you might feel overwhelmed at the minute because of all the steps you’ll need to follow to limit your exposure to negative seller feedback.

This is why we always recommend you leverage certain Amazon tools to help run your business. Otherwise, high profitability is going to be nearly impossible.

Obviously, we’re big fans of AMZSuite. It does everything from reconciling your lost refunds to monitoring for negative seller feedback and getting them removed. You can concentrate on all the other steps it takes to run your business. Our software will take care of your reputation.

The Bottom Line

There is something in the neighborhood of 2 million people selling items on Amazon. So no matter what market you’re in, you have a lot of competition.

Sadly, a small number use shady tactics to manipulate their seller feedback, as well (e.g. paying people to make purchases and leave them reviews).

Therefore, we can’t stress enough the importance of following the above advice to win the Buy Box and start seeing a major improvement in your profits.

Once you begin building momentum with your feedback, it will also be that much harder for negative reviews to hurt your account. You still want to protect against them, but it won’t be nearly the threat those reviews are when you’re first starting out.

A lot goes into succeeding as an Amazon seller, even when you use FBA. However, if you’ll dedicate yourself to using the six methods above for improving your Amazon FBA seller feedback, you’ll find that everything else becomes a lot easier.




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