Why Feedback Matters: Reasons Amazon Sellers Should Focus On Customer Feedback

What is Seller Feedback on Amazon

When it comes to selling on Amazon, it’s undeniable that it’s truly a jungle out there.

With thousands of sellers vying for customer attention, there’s no wonder that only the creme-de-la-creme can get into that all-important Buy-Box. Most of the time, the trouble is customers can’t tell one seller from another except through their feedback ratings.

Naturally, as a seller, if you intend to garner a good reputation, then you need to ensure that you have a stellar feedback score on the platform. A good feedback score not only helps to improve your chances of making a sale but also has a direct influence on your algorithmic ranking.

So, what exactly is seller feedback, and why is it so essential? And what are the steps that sellers should take to guarantee they get good feedback?

We’re going to discuss all this, and more, in the following. Make sure you stick around till the end.

What Is A Seller Feedback On Amazon?

But first things first, what is an Amazon seller feedback? Simply put, it’s a publicly visible rating of your past performance. The seller feedback rating is based on a scale of one to five stars and indicates your reliability.

As per the Amazon seller feedback policy, customers can place one feedback per order within 90-days of making the purchase. Customers can rate your seller performance across multiple parameters such as quality of packaging, shipping, and after-sales service.

You can find the final seller score as an aggregated mean of all past scores. Keep in mind, seller feedback and product reviews are certainly not the same things. While feedback is seller-focused, reviews are product-centric. So, it’s important not to confuse the two.

Why Feedback Matters?

When it comes to selling on Amazon, most laypersons place prime importance on product reviews. While it’s true that product reviews do matter, it’s also essential to remember that seller feedback is equally vital. When you garner a stellar seller reputation, you stand to reap better visibility on the platform.

The following are the reasons why the top Amazon Sellers give prime importance to feedback.

Feedback Has A Direct Influence On The Buy Box

The first and perhaps the most important reason to pay attention to seller feedback is the Buy-Box. Amazon uses multiple factors to decide which seller gets this all-important prize. Among these, the Order Defect Rate (ODR) weighs heavily, and the customer feedback directly influences it.

As detailed on Amazon Seller Central, the order defect rate is a direct measure of the seller’s ability to provide a satisfactory service. You can divide the ODR into the following three measurement rates:

● Negative Feedback Rate

● A-to-z Guarantee Claim Rate

● Credit Card Chargeback Rate

ODR plays a vital role in determining Buy-Box wins. Hence, the better your feedback rating, the higher your chances are of winning the Amazon Buy-Box. As more sales are the ultimate goal of all Sellers, it makes sense to keep feedback scores high.

Feedback Ratings Show Your Trustworthiness

Knowledgeable shoppers don’t only shop by the product rating but also take care to include the seller information in their decision making. Unless a seller has a good reputation on the platform, they can’t expect to attract the best customers.

Amazon displays the sellers’ average rating on a scale of five stars. Positive feedback helps boost the ratings and hence create a better impression in the mind of the discerning customer, thereby increasing your chances of making the sale by a long shot.

Good Feedback Helps Avoid Amazon Penalties

Remember ODR? The metric that decides the Buy-Box also has a hand in ensuring that you don’t get hit by Amazon Penalties. Amazon has a policy of suspending or banning sellers with a low reputation.

As per the platform’s current policy, sellers with ODR above 1% are at risk of being penalized. A good feedback rating helps to control ODR within the desired levels, and you can avoid penalties and continue your business without significant hassles.

Feedback Is Your Direct Route To Customer Communication

In the Amazon ecosystem, buyers and sellers rarely interact. In this scenario, feedback becomes a crucial channel of communication between these two parties. 

Maintaining clear communication is key to achieving operational transparency in any business transaction. Feedback helps sellers do just that, and works to establish trust between both parties involved.

Good Feedback Gives You An Edge Over The Competition

More than 300,000 new sellers get added to the Amazon platform each year, which means that even established sellers contend with a lot of competition.

In this situation, having an excellent feedback rating certainly gives you an edge over the others. When Amazon recognizes you as a seller of impeccable reputation, you automatically get placed a cut above the rest.

How To Boost Feedback Score On Amazon

How to boost feedback on Amazon
How to boost feedback on Amazon

Now we know why customer feedback is so very essential for sellers. Let’s take a look at some of the vital strategies that sellers can adopt to boost the feedback score.

  • Ensure a flawless customer experience
  • Be sure to ship on time, and before-time if possible
  • Manage inventory adeptly, and ensure you never mix up orders
  • Make the return and refund process seamless
  • Finally, ask the customers for feedback. 

Also, while asking for feedback, sellers need to stick to Amazon’s guidelines regarding customer communication. The following are some of the crucial points that you need to keep in mind while asking for feedback:

  • Don’t pay for good feedback
  • Don’t pressurize buyers 
  • Never be promotional while requesting feedback
  • Don’t be intrusive, and ask only once
  • Allow customers to opt-out

Final Words

Finally, the customer is king, and feedback from them can make or break a seller’s business. That’s why you must take customer feedback seriously. 

However, running the entire customer feedback management system can be a daunting task. If that’s the case with you, you need to opt for a feedback management tool to automate the entire process. Using a software tool, sellers can ensure that their feedback process goes without a hitch.

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