Amazon FBA Feedback Removal
Is Amazon FBA feedback removal possible?
Let's take a closer look at this topic and explore your options for getting it removed.
When Amazon Takes Responsibility
You're leveraging the FBA platform for good reason. As Amazon.com, Inc. ("Amazon") points out here, being an FBA seller helps you "save time and grow your business." And, in almost every case, this has been true for your eCommerce shop. The addition of the Amazon Prime logo to all of your listings has certainly made a revenue impact. You've also enjoyed a much more cost-effective supply chain since unloading your inventory to Amazon's warehouses. In short, there's no question that being an FBA merchant has provided measurable value to your business.
As with anything else, however, the FBA program can have the occasional hiccup. One example involves customer feedback. Specifically, FBA merchants wonder, "Who should own the feedback"? On one hand, Amazon is doing most of the heavy lifting: picking, packing, scheduling delivery and processing returns. On the other hand, you still own the inventory and are the one receiving the order. So, who should own the feedback?
The short answer is this: the seller still owns the feedback for FBA orders. In 99% of transactions, this works out as a net positive for the seller. After all, Amazon is the most "customer centric" entity on planet earth. But what about the rare occasion when Amazon ships the wrong product or experiences an unexpected delay? Situations like these can definitely result in negative ratings - for the seller, that is.
Here's some relatively good news: Amazon will take responsibility for its mistakes. The bad news is that merchants may not love the solution offered by Amazon. Amazon states the following:"Amazon will strike-through feedback in the following case:
- The entire comment relates explicitly to fulfillment and service for an order fulfilled by Amazon. In addition to the strike-through, the following statement will appear: This item was fulfilled by Amazon, and we take responsibility for this fulfillment experience.
- The entire comment is related to a delayed or undelivered order, which you shipped on time by using Buy Shipping services. In addition to the strike-through, the following statement will appear: The fulfillment issues associated with this order were not due to the seller."
In other words, Amazon won't remove the feedback; it just gets amended.
Strikethroughs vs. Total FBA Feedback Removal
So, this brings up another question. When Amazon strikes through a feedback, does the amended feedback have a negative impact on a seller's business?
The answer may vary depending on who you ask. Purely from a feedback rating standpoint, Amazon is clear that struck through feedback has no impact on the seller's performance ratings. That's nice, but the fact remains that a less-than-stellar rating still appears (albeit with a line through it) on your seller detail page. If you check the seller forums, some merchants have expressed concerns about this very situation. The thought of being associated with a 1-star or 2-star feedback is understandably concerning, even if it has no direct impact on overall feedback score.
To add another layer of complexity to the equation, Amazon ultimately holds all of the cards when determining strikethrough eligibility. Amazon stipulates that strikethrough can only be possible when "the entire feedback is related to the service provided by Amazon, including fulfillment and customer service." So, what happens if a customer leaves a negative feedback that complains both about your private label item's description and slow shipping (provided by Amazon)? Well, let's hope you're not put in that situation. Making the case for strikethrough might be an uphill battle.
It's also worth noting that Amazon will consider totally removing feedback that:
- Is obscene or profane
- Reveals your (the seller's) personal information, such as email or full name
- Is entirely a product review
Who would have thought that a few salty words could be your lifeline for achieving total removal?
What Should You Do?
If you're dealing with a bad rating from an FBA order, there may not be much that you can do. Of course, you should contact Amazon if the feedback warrants removal or strikethrough. If the feedback has already been struck, you might just chalk it up to being an FBA seller.
One final thought - if you'd like to be alerted of negative ratings as they happen, consider trying FeedbackFive. Our software proactively monitors your seller reputation, sending emails and/or text messages when negative feedback is provided. Real-time alerts can help you take swifter action, whether that be seeking a strikethrough, requesting removal or doing nothing.
Originally published on October 26, 2017, updated August 7, 2019
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.