Amazon Seller Feedback: A Comprehensive Overview

Key Highlights

• Amazon Seller Feedback is a 5-star rating system that reflects customer satisfaction with your service, not your product.
• It impacts Buy Box eligibility, search visibility, and overall account health.
• Seller feedback differs from product reviews in focus, placement, and removability.
• Feedback can be managed via Seller Central, with options for buyer- or seller-initiated removal.
• Proactive strategies like excellent service, accurate listings, and polite review requests improve ratings.
• Positive feedback boosts SEO, unlocks promotional tools, and strengthens brand trust.
• beBOLD Digital offers full-service support to enhance seller feedback and grow your business.

Navigating the Amazon marketplace requires more than great products; it demands trust. One of the most powerful tools to build that trust is your Amazon Seller Feedback rating. In this blog, we’ll explore the benefits of Amazon Seller Feedback, how it differs from Amazon reviews, and the effective ways smart sellers manage their feedback for better account health, customer satisfaction, and higher visibility in search results. Whether you’re battling negative seller feedback or aiming for a high feedback rating, this guide offers actionable strategies to protect your brand, boost your feedback score, and convert potential buyers.

What Is Amazon Seller Feedback?

Wondering what is seller feedback on Amazon?

So, Amazon Seller Feedback is a scoring system where customers rate their experience with you as a seller, separate from product reviews. This indicates how well you manage shipping, communication, packaging, and overall service quality.

Buyers can rate you from 1 to 5 stars and leave comments based on their satisfaction. A strong seller feedback rating signals excellent customer service and builds trust with potential buyers, while negative feedback can hurt your Order Defect Rate (ODR) and reduce your chances of winning the Buy Box.

In short, it’s a key performance metric that influences your account health and sales success.

Just starting out? Here’s your Step-by-Step Guide to Becoming an Amazon Seller.

Differentiating Seller Feedback from Product Reviews

Many Amazon sellers mix up seller feedback with product reviews, but they’re not the same, and Amazon evaluates them separately for different purposes. Here’s a quick breakdown:

In short, seller feedback reflects how you run your Amazon business, while product reviews reflect how your product performs.

Understanding this distinction helps you manage each effectively and improve both customer satisfaction and sales performance.

How to View Seller Feedback on Amazon?

Managing your Amazon seller rating starts with knowing how to find seller feedback on Amazon and understanding your customer feedback. Here’s how to do it:

Accessing Feedback in Seller Central

To view your Amazon Seller Feedback and manage your customer feedback, follow these steps:

Step 01: Log in to your Amazon Seller Central account.

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Step 02: From the top menu, hover over “Performance.”

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Step 03: Click on “Feedback Manager” from the dropdown.

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Step 04: You’ll be taken to the Feedback Manager page, where you can view your feedback.

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This dashboard gives you a clear view of how customers perceive different aspects of your business, helping you maintain a strong Amazon seller rating.

Interpreting Feedback Ratings

Amazon uses a 5-star rating system to measure the buying experience from a customer’s perspective:

• A 5-star rating ⭐⭐⭐⭐⭐ indicates excellent service, smooth order processing, fast fulfillment, and great communication.
• A 4-star rating ⭐⭐⭐⭐ reflects a good experience, but with minor issues that slightly impacted customer satisfaction.
• A 3-star rating ⭐⭐⭐ represents an average experience; neutral feedback with room for improvement.
• A 2- or 1-star rating ⭐⭐ or ⭐ signals a negative review, often due to problems like delayed shipping, poor communication, or other inconveniences.

How to Remove Seller Feedback on Amazon?

Not all feedback is fair, and Amazon provides two main ways to get seller feedback removed: through the buyer or directly via Amazon if it violates policy.

Buyer-Initiated Removal

The simplest and most effective way to remove negative feedback is by asking the buyer directly. Here’s how:

• Reach out politely via Buyer-Seller Messaging. Acknowledge the issue and explain any steps you've taken to resolve it.
• Kindly ask if they’d consider removing or updating their feedback if their concern has been addressed.
• Include the date of the order or relevant details to make it easy for them.

Note: Only the buyer can update or remove feedback voluntarily; Amazon won't change it on your behalf unless it violates their guidelines.

Seller-Initiated Removal

If the feedback violates Amazon’s policies, you can request removal through Seller Central:

1. Go to Performance > Feedback Manager.
2. Find the feedback entry in question.

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1. Click “Request Removal” next to the comment.

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Amazon may remove feedback if:

• It includes profanity, personally identifiable information, or promotional content.
• It’s actually a product review mistakenly left under seller feedback.
• It relates entirely to FBA fulfillment issues (Amazon FBA Seller Reviews). Amazon takes responsibility in such cases.

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When approved, the feedback will either be completely removed or replaced with a strike-through and a note saying it doesn’t count against your Amazon seller rating.

3 Strategies to Improve Seller Feedback

Consistently earning positive Amazon Seller Feedback requires proactive effort across all aspects of your business. Here are three key strategies that smart sellers use to maintain a high feedback rating and boost customer satisfaction:

1. Providing Exceptional Customer Service

Customer experience is everything. To leave a lasting impression and avoid negative feedback, focus on how you support buyers throughout the entire process:

• Respond to inquiries promptly and professionally through Buyer-Seller Messaging.
• Address issues quickly to reduce inconvenience and prevent negative reviews.
• Keep buyers informed about order status, delays, or refunds to build trust.

Great service doesn’t just resolve problems; it builds loyalty and earns you higher seller feedback.

2. Ensuring Accurate Product Listings

A common cause of negative seller feedback is when the product doesn’t match the buyer’s expectations. To prevent this, just like the example provided:

• Use clear, detailed product descriptions with correct specifications, sizing, and images.
• Highlight what’s included or excluded in the package.
• Update listings regularly to reflect inventory changes, features, or shipping times.

When expectations match reality, Amazon customers are more likely to leave positive feedback.

For a full walkthrough on how to list products on Amazon, check out our step-by-step guide.

3. Proactively Requesting Feedback

Even happy customers often forget to leave feedback, unless you remind them. Here’s how to get seller feedback on Amazon the right way:

• Use Amazon’s “Request a Review” button in Seller Central after fulfillment.

• Automate requests with third-party tools (within Amazon’s guidelines).
• Follow up courteously via email or messaging, but never pressurize the customers.

Respectful and timely reminders can increase your feedback volume, strengthen your Amazon storefront, and boost your Amazon seller rating.

Key Advantages of Maintaining Positive Amazon Seller Feedback

A strong Amazon Seller Feedback score does more than just reassure buyers; it actively strengthens your performance across the platform. From greater visibility to exclusive tools, here’s how good feedback benefits your business.

1. How Good Seller Feedback Impacts Amazon SEO

Your feedback rating plays a role in how Amazon ranks your products in search results. A steady stream of positive customer feedback signals a reliable and trustworthy buying experience, which Amazon’s algorithm rewards with better placement. This means improved visibility, more clicks, and ultimately, more conversions.

Simply put, the better your feedback, the more likely your listings are to appear higher in search.

2. How Seller Feedback Influences Buy Box Eligibility

Competing for the Buy Box is key to increasing sales, and your feedback score is one of the deciding factors. Amazon considers your overall account health, including your Order Defect Rate (ODR), shipping performance, and seller ratings.

Consistently high feedback makes you a top contender, while negative seller feedback can push your listings out of the running. Even if you're competitively priced, poor service ratings can cost you the Buy Box.

3. Unlocking Seller Central Coupons with Positive Feedback

Access to promotional tools like Seller Central coupons and Lightning Deals isn’t guaranteed; it’s performance-based. Sellers with higher feedback ratings are more likely to qualify for these features, which can drive significant traffic and conversions.

On the flip side, a low feedback score can limit your access and stunt your growth. Maintaining strong feedback opens doors to exclusive Amazon tools that support your business expansion.

Also read: Boost Sales with Brand Tailored Promotions on Amazon.

4. The Risks of Poor Seller Feedback and Potential Penalties

Failing to manage your seller feedback Amazon rating can have serious consequences. Poor feedback lowers your ranking in search results, hurts your chances of winning the Buy Box, and may even trigger account warnings.

If your metrics fall below Amazon’s standards, especially your ODR, you risk suspension from programs like FBA and could lose access to promotional tools. Over time, negative feedback chips away at your reputation and weakens every other aspect of your business.

To avoid these penalties, monitor your feedback regularly and address issues before they impact your Amazon storefront’s performance.

Is Selling on Amazon Worth It? Read on to find out.

3 Best Practices for Managing Seller Feedback

Effectively managing your Amazon Seller Feedback can protect your reputation, improve performance metrics, and even drive sales. Here are three best practices to stay on top of your feedback:

1. Monitoring Feedback Regularly

Don’t let negative comments sit unchecked. Stay ahead by:

• Checking the Feedback Manager in Seller Central daily or weekly.
• Setting up email alerts for new feedback.
• Responding quickly to negative feedback to resolve issues and request removal if eligible.

Prompt action can turn a bad experience into a positive one and shows your customers that you care.

2. Analyzing Feedback Trends

One negative comment might be random, but several pointing to the same issue is a red flag. Here's what you can do:

• Track recurring complaints (e.g., late shipping, product not as described).
• Use that insight to improve your fulfillment, listings, or customer service.
• Share findings with your team to align on aspects of your business needing improvement.

This proactive approach helps reduce future negative seller feedback.

3. Leveraging Positive Feedback

Positive comments aren’t just nice; they’re powerful. Beyond boosting your seller rating, they can serve as social proof that drives conversions and builds trust with potential buyers. To make the most of your top feedback:

• Highlight them on your Amazon storefront or external marketing channels.
• Use them as trust signals on your website, emails, or ads.
• Feature feedback that emphasizes excellent customer service, fast shipping, or quality products.

When used strategically, your best reviews can work as free marketing that speaks directly to new customers.

Also, read our blog on how to add Amazon Storefront to TikTok.

4 Pro Tips for Increasing Amazon Seller Feedback

Looking to consistently earn more positive feedback and boost your Amazon seller rating? These expert tips can help you deliver a better buying experience, reduce negative feedback, and encourage more customers to share their reviews.

1. Ship Orders Early or On-Time to Boost Feedback

Timely delivery is a key driver of positive Amazon Seller Feedback. Whether you fulfill orders yourself or use FBA, make sure orders are shipped on or before the promised date. Late deliveries create inconvenience for buyers and often lead to negative reviews, damaging your seller rating.

2. Regularly Update Product Listings for Clarity

Clear, accurate listings prevent confusion and returns. Regularly review your product titles, bullet points, images, and descriptions to ensure they reflect exactly what the buyer will receive. When product expectations are met or exceeded, buyers are more likely to leave a high feedback rating and recommend your store.

3. Automate Returns and Refunds to Enhance Customer Experience

A hassle-free return process builds buyer trust even when something goes wrong. Use Amazon’s automated tools to process returns quickly and communicate policies clearly via email. When buyers feel supported during post-purchase issues, they’re more likely to leave positive customer feedback, not a negative review.

4. Politely Request Feedback from Buyers

Many buyers won’t leave feedback unless prompted. Use Amazon’s “Request a Review” button or send a polite, guideline-compliant message after the date of your order. A simple, respectful request shows appreciation and encourages satisfied customers to help boost your feedback score and overall visibility.

Boost Your Seller Feedback with beBOLD Digital’s Buyer-Centric Approach

Frustrated with losing the Buy Box due to poor seller feedback? Tired of watching potential customers slip away because of one-star reviews or missed shipping expectations? At beBOLD Digital, we understand how a few negative comments can sabotage your growth.

That’s why we offer end-to-end Amazon account management, focused on improving your seller feedback rating, optimizing listings, streamlining fulfillment, and automating post-purchase experiences. We turn feedback into fuel for performance.

Book your call today and let beBOLD Digital turn your reputation into your strongest asset.

Conclusion

Your Amazon Seller Feedback isn’t just a number; it’s your online reputation, your trust signal, and a powerful tool for growth. Every review reflects how well you manage key aspects of your business, from shipping and communication to post-sale support.

By actively monitoring feedback, addressing concerns, and encouraging satisfied buyers to share their experience, you not only protect your account health but also increase your chances of winning the Buy Box, improving search visibility, and converting more potential buyers.

In a competitive marketplace, mastering seller feedback is not optional; it’s essential to building a brand that buyers trust and return to.

Frequently Asked Questions

Can I edit seller feedback on Amazon?

No, you cannot edit seller feedback. Only the buyer can remove or update it. However, you can request removal through Amazon if the feedback violates their policies, such as containing inappropriate content or product-related comments.

How often should I monitor my seller feedback?

You should monitor your seller feedback daily. Promptly addressing negative comments helps maintain a strong seller rating, resolve customer issues quickly, and prevent long-term impacts on your account health and overall performance metrics.

Does seller feedback affect my product reviews?

No, seller feedback and product reviews are separate. Seller feedback reflects service, while product reviews focus on the item itself. However, both influence your account performance and can impact customer trust and future conversions.

How to update seller feedback on Amazon?

Sellers cannot update feedback themselves. Only the buyer can revise their feedback after submission. To encourage an update, you can contact the buyer through Amazon’s messaging system and politely request a revision, especially after resolving their issue.

Don’t let poor feedback hold your Amazon business back. Click here to schedule a call with us and take the first step toward better performance and more conversions.