Why, How, and When? Seller guide to send Amazon Review and Feedback Solicit Emails


The Amazon ecosystem is a highly competitive environment flooded with thousands of sellers. With everything else kept the same, a seller with hundreds of 5-star reviews is more likely to win the Buy Box than a less proven seller. As a result, to remain ahead of the competition, positive reviews and feedback have become even more valuable than ever for sellers. 

As easy as it may sound, the reality is that getting positive reviews and feedback is like Catch 22, where happy buyers don’t bother to leave reviews. In contrast, unhappy buyers leave negative feedback immediately without giving the seller the chance to make it right. 

Why is getting feedback a Tough Row to Hoe?

On the face of it, getting reviews and feedback may seem like a simple task. You may desire to get positive reviews for every item you sell. Exceed the customer’s expectations, and they will happily reciprocate with positive feedback – right? Sadly, that’s not exactly how it works. Not all buyers on Amazon are not keen on leaving feedback. Not many happy customers leave reviews, but an unhappy customer will leave a negative feedback immediately. With Amazon allowing the buyers to opt-out of any feedback or review emails or direct communication with the seller, getting reviews has become even more difficult.

How to reach out to the buyer?

To encourage more buyers to rate third-party sellers, Amazon sends an auto-generated email to the customers to rate seller performance. But these emails are not personalized, and chances for them to go unnoticed are high. It becomes essential for a seller to send a customized customer satisfaction email to address the buyer’s concerns. Personalized emails also demonstrate the seller’s responsiveness to address the buyer’s concerns. A personal note by a seller will be more impactful and encourage buyers to leave reviews than Amazon’s auto-generated emails. 

How to send Solicit emails?

You can send emails to each buyer manually one by one. Alternatively, you can also use the built-in campaign templates provided by some soliciting tools available. These tools pull in customer-specific information directly from your Amazon seller account. FeedbackEmails is one such inexpensive tool that allows you to modify your campaign, delivery, and frequency according to your needs for better customer experience.

When to send Solicit Emails?

Ideally, you should send this email a day or two after the buyer received the product. By this time, the buyers will have enough time to check ordered merchandise. If the buyer is not happy with the purchase, they can immediately address it through this satisfaction email. The buyers have an opportunity to directly indicate their concern to you, without having to go through the Amazon return procedure. Appropriately addressing any issues at this stage increases your chances of receiving positive reviews.

What to include in the email?

When requesting feedback, be sure to follow Amazon’s guidelines and Buyer-Seller Messaging rules. With feedback solicitation, you should never offer a buyer any incentive for ratings or circumvent the Amazon platform. Do not ever ask for positive feedback. Ideally, this email should include a personal message from the seller to check, asking the buyer to address any concerns they may have. In the end, it may ask to review your experience. Prohibit the practice of asking for positive reviews.

When to Stop?

You have to be mindful not to spam the buyer’s inbox. Repeated reminders for reviews will only agitate the buyer and may lead to negative feedback. You should not send more than two soliciting emails to any buyer. Think of yourself in the buyer’s shoes, and you will realize that repeated feedback requests are downright annoying. If you have done everything right, you will get a positive review. The buyers who don’t believe in leaving a review will not leave it even after repeatedly being asked. But with repeated soliciting, the chances are that you will lose any future business from such buyers.

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