Amazon Feedback: What is it and why use it?

We are talking about a system that has helped several users to manage and automate the interaction with their clientele. Thanks to this software, they have been able to get better feedback on the products for sale. It has also helped the function of being able to remove any unhealthy comments in a faster way without complications.

One factor to consider is that many of the shoppers who visit Amazon each day do not leave reviews. The highest figure would represent just 5% or 1 in 20 people who visit the site. The good news is that there are options that merchants can implement to increase the likelihood of receiving the positive product and seller reviews, such as the automation process that Amazon's review software uses.

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Customers using Amazon can leave a review towards the seller, considering their experience with the vendor and how their attention was during the transaction. The other type of review or description is directed towards the products, for example, the buyer's opinion on the quality of the item they have previously received.

Importance of Amazon Seller Feedback & Product Reviews | SellerSpeak with eCom Engine

How feedback is rated within the Amazon platform

As expected, service, product, and price reviews according to their quality make the seller have a rating. This feedback can help Amazon employees connect with more customers and build trust with their current buyers. The way to rate within the platform is as follows:

  • 5 Stars: Excellent/ Best product or service
  • 4 Stars: Good/ Meets some of my expectations
  • 3 Stars: Acceptable/ I will use it but not 100% satisfied
  • 2 Stars: Not so good/ Wouldn’t buy it again
  • 1 Star: Lousy/ I didn't like it

Many Amazon users do not understand that a 3-star rating will be a criticism of their own business and will reduce the likelihood of achieving a good rank as a seller. Without knowing beforehand what each of the ratings represents, they may come to think that 3 stars is neutral and is an acceptable or even positive optic when in reality it is unfavorable.

How important is a review on Amazon?

Opinions and well-crafted reviews are important for at least two main reasons. First, Amazon will give you the Buy Box based on what it determines with the feedback. So if the seller's rating is below 95%, the chances of getting the Buy Box are hard to calculate. On the other hand, if the ratings are below 90% the hopes of getting it are almost impossible or nil.

The second reason is that a person interested in making a purchase will spend time looking at reviews and comparing the ratings of different sellers before deciding on a specific one. If the competition has the product at the same price the customer may be swayed by the one with the highest rating and the one with the least reviews.

According to some statistics, at least 79% of buyers are guided by the comments they read on the Internet and trust the reviews that other consumers have already posted. The more reviews the item you sell on Amazon gets, the higher the visibility of your product. Increased positive reviews will help your item capture the attention of potential customers.

What about offering discount rewards in exchange for reviews?

Amazon has recently imposed a ban on sellers soliciting reviews in exchange for a gift incentive or a large discount on the product they are offering. Employees of the platform who violate this rule will violate the terms of service (ToS) and will be sufficient reason for account suspension.

A convenient alternative could be to request feedback by mail once the delivery of the product is confirmed. You mustn't use this method if the delivery has been delayed. If the customer does not write any feedback you can write to you 7 days later. Once you receive a response there is no need to insist on sending more email messages.

Feedback software is ideal for automating the process by which feedback is handled. Rules can be set up so that the merchant can ask for feedback at a specific time during the day or after the delivery has been completed.

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How to generate good reviews on Amazon

Every good merchant knows that providing the best possible customer experience is the key to having repeat buyers. The same goes for feedback – if the customer is happy, they will let you know it. Amazon has earned a reputation for focusing on the needs of its customers. If you move within the platform, you should also strive to provide excellent service by shipping orders on time, ensuring proper packaging, and responding to messages as quickly as possible.

You can include thank you notes for the purchase of the product that leaves it up to the customer to provide honest reviews. To do this, start the note by thanking him for the purchase, let him know that everyone in the system strives to provide him with the best possible service and attention, and then you can tell him that you appreciate his good reviews. This strategy is legal, as long as you don't offer an incentive in return.

Tools to get more reviews

Of course, you can use tools for it but you need to know that Amazon is revoking access to some of them due to ToS violations. FeedbackWhiz was the first one banned from Amazon's MWS apps, Klaviyo was just banned on October 2021, RebateKey also and more will follow, so you need to take extra care when using one of this tools.

Anyway, some of this tools are:

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About the author

Avatar of Jordi Ordonez
Jordi Ordonez
Amazon and ecommerce Consultant at JordiobDotCom | Website

I work as an independent eCommerce and Amazon consultant.

Estrella Damm, Intersport, Bella Aurora, Lladró, Textura Interiors, Nice Things Palomas, Castañer, Due-Home and many other clients.

Lecturer & Teacher
I teach and have been a speaker at: Meet Magento, Prestashop, Prestashop Day, SEMRush, Cambra de Comerç Barcelona, ​​ClinicSEO, Ecommbeers, Ecommbrunch,, Ecommfest, EOI, ESIC-ICEMD, Foxize, Generalitat de Catalunya, Inesdi, Quondos and The Valley.

In addition, I have done in-company trainings for brands such as Orange and Adidas.

Finally, I collaborate writing articles for Helium 10, Carbon 6, Shopify, SEMRush, Prestashop´s official blog, Brainsins, La Vanguardia,, Marketing4ecommerce and other blogs and media.

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