--- title: "Amazon Customer Feedback: Why It Matters" description: If you sell on the Amazon marketplace, there are several important metrics to track, including your Amazon customer feedback score. Here's why it counts. image: https://www.ecomengine.com/hubfs/images/featured/blog/amazon-customer-feedback.png --- [![eComEngine Logo](https://www.ecomengine.com/hubfs/Style%20Guide/Logos%20(svg)/%5BeComEngine%5DLogo-2019-linear.svg "eComEngine Logo")](https://www.ecomengine.com) [Demo](https://www.ecomengine.com/demo) [Free Trial](https://www.ecomengine.com/trial) ** ** ** [Free Trial](https://www.ecomengine.com/trial) ** ** ** [![FeedbackFive icon](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-star-svg.svg "FeedbackFive icon") FeedbackFive Request Amazon Reviews and Feedback ](https://www.ecomengine.com/feedbackfive) [![sellerpulse-menu-icon(teal)](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-pulse-svg.svg "sellerpulse-menu-icon(teal)") SellerPulse Get FBA Insights and Alerts ](https://www.ecomengine.com/sellerpulse) [![RestockPro 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![video-icn](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-video-svg.svg)   | See How It Works Watch a short recording to learn more | | --- | --- | ](https://www.ecomengine.com/sellerpulse/demo) [VIEW PRICING](https://www.ecomengine.com/pricing) Resources [** Case Studies ](https://www.ecomengine.com/case-studies) [** Webinars ](https://www.ecomengine.com/webinars) [** Free Tools ](https://www.ecomengine.com/tools) [** Events ](https://www.ecomengine.com/events) [** Help Center ](https://www.ecomengine.com/help) [** Blog ](https://www.ecomengine.com/blog) [** Agencies ](https://www.ecomengine.com/agency/feedbackfive) [** Seller News ](https://www.ecomengine.com/amazon-seller-news) [** Seller Tutorials ](https://www.ecomengine.com/sell-on-amazon) [** Partners ](https://www.ecomengine.com/partners) Guides [Getting More Amazon Reviews ](https://www.ecomengine.com/get-amazon-reviews) [Understanding Amazon Feedback 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Simplify FBA Inventory Management ](https://www.ecomengine.com/restockpro) #### FeedbackFive Features [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-envelop-svg.svg) | Review Automation Send automated review requests or customize your own message | | --- | --- | ](https://www.ecomengine.com/feedbackfive/automation) | ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-bells-svg.svg) | Review Monitoring Quickly identify review trends | | --- | --- | [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-alert-svg.svg) | Listing Alerts Monitor your Amazon listings and reputation 24/7 | | --- | --- | ](https://www.ecomengine.com/feedbackfive/alerts) [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/feedbackfive-analytics-svg.svg) | Analytics & Reporting Analyze sales trends and brand 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](https://www.ecomengine.com/restockpro#stickers) [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/video-svg.svg) | See How It Works Watch a short recording to learn more | | --- | --- | ](https://www.ecomengine.com/restockpro/demo) [VIEW PRICING](https://www.ecomengine.com/blog/amazon-customer-feedback#) #### SellerPulse Features [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-bell-svg.svg) | Operational FBA Analytics See detailed insights for FBA fees, proceeds, sales, and product cost | | --- | --- | ](https://www.ecomengine.com/sellerpulse/fba-analytics) [| ![single-star](https://www.ecomengine.com/hubfs/images/decorative/illustrations/nav-icons/sellerpulse-box-svg.svg) | Buy Box Monitoring Find out when you win or lose the Buy Box, including when it's suppressed | | --- | --- | ](https://www.ecomengine.com/sellerpulse/buy-box) [| 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  | See How It Works Watch a short recording to learn more | | --- | --- | ](https://www.ecomengine.com/sellerpulse/demo) [VIEW PRICING](https://www.ecomengine.com/pricing) Resources [** Case Studies ](https://www.ecomengine.com/case-studies) [** Webinars ](https://www.ecomengine.com/webinars) [** Free Tools ](https://www.ecomengine.com/tools) [** Events ](https://www.ecomengine.com/events) [** Help Center ](https://www.ecomengine.com/help) [** Blog ](https://www.ecomengine.com/blog) [** Agencies ](https://www.ecomengine.com/agency/feedbackfive) [** Seller News ](https://www.ecomengine.com/amazon-seller-news) [** Seller Tutorials ](https://www.ecomengine.com/sell-on-amazon) [** Partners ](https://www.ecomengine.com/partners) Guides [Getting More Amazon Reviews ](https://www.ecomengine.com/get-amazon-reviews) [Understanding Amazon Feedback ](https://www.ecomengine.com/amazon-feedback) [Amazon Listing Guide ](https://www.ecomengine.com/amazon-listing) [Amazon Brand Registry ](https://www.ecomengine.com/amazon-brand-registry) [Making the Most of Amazon FBA ](https://www.ecomengine.com/amazon-fba) Social Connect with eComEngine [**](https://twitter.com/intent/user?screen_name=eComEngine) Join Our Email List - Receive our monthly newsletter. - Stay up to date on Amazon policies. - Get tips to grow your business. Search **Menu** ** ** [Log In](https://www.ecomengine.com/login) [Free Trial](https://www.ecomengine.com/trial) --- Join Our Email List - Receive our monthly newsletter. - Stay up to date on Amazon policies. - Get tips to grow your business. # Amazon Customer Feedback: Why It Matters [![Colleen Quattlebaum](https://www.ecomengine.com/hubfs/images/headshots/internal/colleen-quattlebaum-headshot.jpg)](https://www.ecomengine.com/blog/author/colleen-quattlebaum) By [Colleen Quattlebaum](https://www.ecomengine.com/blog/author/colleen-quattlebaum) Amazon sellers are graded in a number of areas. Order defects, cancellation rates, return satisfaction, and on-time shipping are just a few of the [seller metrics](https://www.ecomengine.com/blog/amazon-seller-performance-metrics) that Amazon keeps a close watch over. With so many benchmarks to track, what makes a seller’s Amazon feedback rating noteworthy? In this post, we’ll share a few thoughts on why the Amazon customer feedback score is among the most important statistics for sellers to cultivate. ## What Criteria Does Amazon Use? Generally speaking, when sellers ask us about improving their Amazon feedback rating, they’re usually talking about their overall score out of 5.0 stars. (It is worth noting, however, that Amazon also tracks other feedback-related calculations, such as the negative feedback rate.) As you probably know, customers have the option to review merchant performance for each transaction. A seller's current Amazon feedback score, therefore, reflects the average of all rated transactions. Although assigning a star rating to transactions can at first glance seem somewhat arbitrary, Amazon does offer the following guidance to customers: - 1 star = "awful" - 2 stars = "poor" - 3 stars = "fair" - 4 stars = "good" - 5 stars = "excellent" Digging a bit deeper, Amazon also reminds customers to keep seller feedback and comments focused on the buying experience. For example, packaging, shipping, professionalism, and communication are all fair game. However, if a customer bases his seller's rating on the product's performance, Amazon will likely [remove the feedback](https://www.ecomengine.com/blog/amazon-feedback-removal-guidelines). (Amazon will also strikethrough Amazon delivery feedback if it is entirely about packaging and delivery AND it was an FBA order. In this case, a comment will be added to indicate that the feedback was Amazon's responsibility and it will no longer affect the seller's score. However, the stricken feedback will still be visible to buyers.) Foul, offensive, or promotional language is also not permitted. ## Why is the Amazon Customer Feedback Rating Important? Amazon is not shy about pointing out the importance of a strong seller feedback rating. Aside from taking Amazon's word for it, what proof do sellers have that feedback is important? Here are a few things to consider: 1. **Feedback influences Buy Box position. **It's no secret that Amazon uses seller feedback (among other factors) to determine [Buy Box](https://www.ecomengine.com/amazon-buy-box) share. All things being equal, the seller with the better feedback usually gets the sale. 2. **Feedback impacts your relationship with Amazon. **In the case of seller suspension, Amazon does factor feedback into its decision to [revoke](https://sellercentral.amazon.com/gp/help/help.html?itemID=200370560) seller privileges. 3. **Feedback adds intangible business value. **Competitively speaking, each new feedback received by a seller provides further differentiation in an ever-growing pool of third-party sellers. By capturing feedback today, sellers can be one step ahead of current and future competitors. 4. **Feedback influences non-Buy Box orders. **Yes, believe it or not, some customers bypass the Buy Box and consider "Other Sellers on Amazon." Amazon customer feedback is particularly compelling in such circumstances. ## How Can I Improve My Amazon Customer Feedback Score? To be a competitive seller, you **must** build up your feedback score. How do you do that? For starters, Amazon advises that sellers gain an in-depth understanding of its recommended [best practices](https://sellercentral.amazon.com/gp/help/help.html?itemID=200587810). Amazon also suggests merchants operate by the "Golden Rule," putting themselves in the shoes of their buyers. Considering that the average merchant has purchased many items on the Amazon marketplace, this step should not be too difficult. Unfortunately, the digital age we live in has caused consumers to simply expect best-in-class service. With such high customer expectations to meet, the seller who hopes for feedback to naturally roll in is being a bit naive. For this reason, Amazon [permits](https://sellercentral.amazon.com/gp/help/help.html/?itemID=G1701) sellers to send feedback requests to buyers, so long as there is no pressure applied and no incentive offered. Some sellers start by sending manual feedback requests by logging in to their Seller Central accounts. While better than nothing, this approach quickly becomes [unmanageable](https://www.ecomengine.com/amazon-feedback) as order volume grows. For a more automated workflow, many successful Amazon sellers use [FeedbackFive by eComEngine](https://www.ecomengine.com/feedbackfive). ![Campaign rules send for orders that contain option in FeedbackFive](https://www.ecomengine.com/hs-fs/hubfs/images/screenshots/feedbackfive/emails-campaigns-rule-send-for-specific-products.png?width=958&height=372&name=emails-campaigns-rule-send-for-specific-products.png) Since we invented automated feedback management for Amazon merchants back in 2009, customers have used our tool to proactively manage their seller reputations. FeedbackFive automates the many time-intensive aspects of feedback solicitation, including emailing customers, tracking feedback received, negative feedback monitoring, and much more. A wide variety of filtering rules help sellers get and analyze the Amazon customer feedback data they need quickly. ## Protect Your Amazon Customer Feedback Rating Whether you decide to take a proactive or passive approach to Amazon feedback management, one thing is true: your [Amazon feedback rating](https://www.ecomengine.com/amazon-feedback) matters. If you're ready to automate your feedback efforts, try FeedbackFive today and see what our software can do for your business! [![Five gold stars in a chat bubble with text, "Five tips for choosing the best Amazon feedback software"](https://no-cache.hubspot.com/cta/default/5147382/a627f72f-dc1f-4467-9f53-f01e9d1cd2f2.png)](https://cta-redirect.hubspot.com/cta/redirect/5147382/a627f72f-dc1f-4467-9f53-f01e9d1cd2f2) ![newsletter-email-laptop](https://no-cache.hubspot.com/cta/default/5147382/interactive-177527396632.png) ![newsletter-email-laptop](https://no-cache.hubspot.com/cta/default/5147382/interactive-177527396632.png) Originally published on February 11, 2017, updated March 4, 2025 This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes. ## You May Also Like These Stories on Feedback and Reviews [![ Illustration of a five-star rating bar, review cards, a magnifying glass, a trust badge, a chat bubble, and an upward arrow, with text "Customer Perception Strategy"](https://www.ecomengine.com/hubfs/images/featured/blog/customer-perception-strategy.png) ](https://www.ecomengine.com/blog/amazon-review-strategy-customer-trust-signals) ### [Customer Perception Strategy: Reviews, Q&A, and the Trust Signals Most Sellers Ignore](https://www.ecomengine.com/blog/amazon-review-strategy-customer-trust-signals) May 26, 2026 | [![Illustration of five-star rating, coins, and an upward arrow with a discount icon, representing increased profit from reviews, with text “Turn Reviews Into Margin”](https://www.ecomengine.com/hubfs/images/featured/blog/turn-reviews-into-margin.png) ](https://www.ecomengine.com/blog/reviews-reduce-discount-dependence) ### [Turn Reviews Into Margin: How Social Proof Reduces Discount Dependence](https://www.ecomengine.com/blog/reviews-reduce-discount-dependence) May 5, 2026 | [![Illustration of magnifying glass, ratings, and message bubbles with text “The Review Audit”](https://www.ecomengine.com/hubfs/images/featured/blog/review-audit.png) ](https://www.ecomengine.com/blog/amazon-review-audit) ### [The Review Audit: What Your Star Rating Is Really Telling Shoppers](https://www.ecomengine.com/blog/amazon-review-audit) April 21, 2026 | ## No Comments Yet Let us know what you think ### eComEngine 14321 Winter Breeze Drive Suite 121 Midlothian, VA 23113 Call us: [800-757-6840](tel:800-757-6840) Company Legal Software Resources [![GS1 US Channel Partner](https://www.ecomengine.com/hubfs/images/partners/logos/gs1-us-channel-partner.png "GS1 US Channel Partner")](https://www.ecomengine.com/get-gtin-amazon) ![Amazon Marketplace Developer Council Founding Member](https://www.ecomengine.com/hubfs/brand-identity/logos/amazon/amazon-marketplace-developer-council-optimized.png "Amazon Marketplace Developer Council Founding Member") ![Amazon Web Services](https://www.ecomengine.com/hubfs/brand-identity/logos/amazon/amazon-web-services.svg "Amazon Web Services") ![Amazon Selling Partner Appstore Software Partner badge](https://www.ecomengine.com/hubfs/brand-identity/logos/amazon/amazon-software_partners-badge.png "Amazon Selling Partner Appstore Software Partner badge") ![Amazon Marketplace Developer Council Founding Member](https://www.ecomengine.com/hubfs/brand-identity/logos/amazon/amazon-marketplace-developer-council-optimized.png "Amazon Marketplace Developer Council Founding Member") ![Amazon Web Services](https://www.ecomengine.com/hubfs/brand-identity/amazon-web-services.svg "Amazon Web Services") Copyright© 2007-2026 eComEngine, LLC. All Rights Reserved. eComEngine®, FeedbackFive®, RestockPro®, and SellerPulse® are trademarks or registered trademarks of eComEngine, LLC. Amazon's trademark is used under license from Amazon.com, Inc. or its affiliates. *We improve our products and advertising by using Microsoft Clarity to see how you use our website. By using our site, you agree that we and Microsoft can collect and use this data. Our [privacy policy](https://www.ecomengine.com/privacy-policy) has more details.* ```json { "@context" : "http://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "US", "addressLocality" : "Midlothian", "addressRegion" : "VA", "postalCode" : "23113", "streetAddress" : "14321 Winter Breeze Drive Suite 121" }, "alternateName" : "eComEngine, LLC", "description" : "Amazon Seller Tools", "email" : "info@ecomengine.com", "image" : "https://www.ecomengine.com/hubfs/images/decorative/illustrations/amazon-seller-tools.png", "logo" : "https://www.ecomengine.com/hubfs/brand-identity/logos/ecomengine-logos/ecomengine-logo-stacked.png", "naics" : "511210", "name" : "eComEngine, LLC", "sameAs" : [ "https://www.facebook.com/eComEngine/", "https://twitter.com/eComEngine" ], "telephone" : "800-757-6840", "url" : "https://www.ecomengine.com" } ``` ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Colleen Quattlebaum" }, "dateModified" : "2025-03-04", "datePublished" : "2017-02-11", "description" : "If you sell on the Amazon marketplace, there are several important metrics to track, including your Amazon customer feedback score. Here's why it counts.", "headline" : "Amazon Customer Feedback: Why It Matters", "image" : { "@type" : "ImageObject", "url" : "https://www.ecomengine.com/hubfs/images/featured/blog/amazon-customer-feedback.png" }, "mainEntityOfPage" : { "@id" : "https://www.ecomengine.com/blog/amazon-customer-feedback", "@type" : "WebPage", "description" : "If you sell on the Amazon marketplace, there are several important metrics to track, including your Amazon customer feedback score. Here's why it counts." }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.ecomengine.com/hubfs/brand-identity/logos/ecomengine-logos/ecomengine-logo-stacked.png" }, "name" : "eComEngine, LLC" } } ```