We all know the value of customer feedback. It’s a critical element of our business reputation. It’s frequently one of the first things potential customers look for.  It can make our break our business. And a single bad review is difficult not to take personally. 


Customers generally don’t like unsolicited requests from companies. Amazon isn’t just fully aware of this but have taken active steps to ensure that any communication between sellers and buyers isn’t construed as marketing.  As a result, regulations Amazon have put into place can be one of the more frustrating challenges of maintaining your feedback as a buyer.


You may not be able to reach out to customers as effectively as you’d like on Amazon. But there is a tool that can help you maintain both positive and negative feedback. It’s called Feedback Manager and it just might be one of the more valuable ways of gaining direct insight into your Amazon business.



Why Feedback Manager?

Your ratings are fundamental to your Amazon business. In fact, they’re so fundamental that just one bad review could put you at risk of violating Amazon’s community guidelines. Too many bad reviews could result in being suspended from Amazon altogether.


There’s always going to be at least one customer who simply won’t be satisfied with their order—no matter how hard you try. And while simple common sense should tell you that any overwhelming issues should be resolved as graciously as possible, an uptick of bad reviews might just say something about your business practice. This is why Feedback Manager is so valuable. By providing you with both short and long term customer feedback metrics, you can identify just where you’re succeeding in your Amazon business. And where you aren’t.



How Does Feedback Manager Calculate My Ratings?

Positive feedback consists of 5 or 4 star ratings, neutral feedback only 3, while negative feedback consists of 1 or 2 star ratings. Keep in mind that these ratings don’t always reflect your service but can refer to a product itself.


Ratings are then reported in aggregate and separated into two different tables:


  • Feedback Manager’s Feedback Rating Table Feedback percentages are rounded off to the nearest whole number and are calculated based on the sum of all positive feedback and the sum of all feedback based on intervals of the past 30 days, 90 days, 365 days and lifetime. This consists of both percentages and actual feedback accrued during the course of 12 months.


  • Feedback Manager’s Recent Feedback Table Where recent feedback is ordered by the date in which feedback was received over the past 30 days and displays actual feedback associated with the order, allowing you to view comments, post a reply, contact the buyer and request the removal of incorrect feedback if proven to be blatantly false.



What If A Buyer Has Left Incorrect Feedback?

Incorrect feedback isn’t uncommon from dissatisfied customers. Unfortunately, it cannot be edited by you directly but you can request the buyer to delete their review in Feedback Manager. It’s as simple as logging in, reviewing the Order ID in the Recent Feedback Table and selecting the “Request Removal” button under the Actions column.


Note that personal opinion is not considered incorrect feedback per Amazon’s guidelines. Likewise, pressuring or incentivizing a buyer to remove or negative feedback is a violation of policy. If a product arrived late or damaged through no fault of your own, contact the customer directly to see if you can clarify or resolve the complaint. 



Can I Respond To Feedback?

So long as your response doesn’t contain a defamatory personal attack, you can post a public reply through Feedback Manager:


  • Go to Feedback under the Performance tab.

  • In the Recent Feedback table, select Post a public response.


While this won’t remove negative feedback, other users will frequently take note if you attempted to resolve any unaddressed concerns. Often, you’ll find that responding professionally and courteously to a rude or hostile review will reflect much better on you than it will the reviewer.





Color More Lines provides white glove, global account management of your ecommerce platforms so mission-driven companies can focus on new product development, branding and growth strategies. Find out more at Color More Lines.

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