--- title: Understanding Amazon Seller Ratings description: Trying to figure out the basics about Amazon seller ratings? Learn how sellers are graded by Amazon, particularly in regard to feedback. image: https://www.ecomengine.com/hubfs/images/featured/blog/understanding-amazon-seller-ratings.jpg --- [![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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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-seller-rating#) #### 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 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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. # Understanding Amazon Seller Ratings [![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 lot of different ways. In addition to the direct feedback provided by customers, merchants also receive a slew of ratings from Amazon itself. In this post, we'll explore how Amazon seller ratings impact your business - and what to do about them. ## The Complicated Story of the Amazon Seller Rating A few years ago, Amazon introduced the "Amazon Seller Rating," a metric intended to measure overall customer satisfaction from your buyers. As Amazon pointed out when unveiling this feature, "Your Seller Rating information is intended to help you identify customer service improvements that could lead to more satisfied buyers and a better rating for you. The rating is scored on a scale of 0 to 100 (Example: 95.00/100). " Then, in late 2015, Amazon abruptly removed this metric from the seller dashboard. As evidenced by the forums, many sellers were confused about why it was discontinued. So, how was the seller rating Amazon metric calculated? Although only Amazon knows the weight it placed on each input, we do know that the following considerations were factored into the equation: - Speed of response to customer inquiries - On-time shipping - Order cancellations - Chargebacks - [A-to-z claims](https://www.ecomengine.com/blog/amazon-a-to-z-guarantee) - Customer feedback (specifically negative feedback) To determine your total seller rating (the best being 100 points), Amazon averaged the quality scores from each order over the previous 365 days. (To this date, each order is still individually assigned a point value, also out of 100 points.) When assigning a point value for each order, Amazon considers certain issues to be more severe than others. For example, an order resulting in an A-to-z claim would be penalized more severely than a late shipment. Conversely, you can also receive bonus points (up to 10 per order) for providing service above and beyond the norm. Sellers looking to improve their order ratings should look [here](https://sellercentral.amazon.com/help/hub/reference/G12051) for tips from Amazon. Specifically, regarding feedback, Amazon recommends avoiding 1-star or 2-star feedbacks by: - Keeping plenty of inventory on hand - Implementing systems to ensure on-time delivery - Regularly reviewing product listings for quality images and descriptive text - Publishing your support email and phone number on your profile - Providing courteous, relevant, and helpful communication to customers ## Other Important Metrics What other ways are sellers rated by Amazon? Here are just a few: - Perfect order percentage - how often you knock it out of the park - Order defect rate - how often you screw up (negative feedback, chargebacks, etc.) - Pre-fulfillment cancellation rate - how often you run out of stock - Late shipment rate - how often you fail to hit the "expected ship date" - Refund rate - how often you issue refunds - Valid tracking rate - how often you remember to provide shipment tracking info - Customer service dissatisfaction rate - how often you fail to solve a customer's problem - Response times under 24 hours - how often you respond within a day's time - Late responses - how often you take too long to respond - Average response time - the number of hours and minutes you usually take to respond - Return dissatisfaction rate - how often you mess up returns - Negative feedback rate - how often your orders result in negative feedback - Feedback rating - how often you receive positive feedback - ...and many others still in "beta" While we could spend all day examining each metric in great detail, let's take a closer look at these two (since we're a feedback-minded company): "negative feedback rate" and "feedback rating." *Negative Feedback Rate*: Amazon uses the negative feedback rate as an internal (non customer-facing) measure. It is a key component in the order defect rate and can be calculated by dividing orders with negative feedback by the total number of orders for a period. Amazon has previously advised that the best sellers average 0% negative feedback. However, anything between 0% and 2% is considered "great." Anything greater than 5% is a cause for concern. *Feedback Rating*: The feedback rating is what most sellers think of when discussing customer ratings. Based on a 100-point percentage scale, a seller's feedback rating is visible to the entire world. By visiting a merchant's seller profile page, a prospective customer can instantly review the frequency of positive (along with neutral and negative) feedback over the past 30, 90, and 365 days. A lifetime count is also visible. Buyers commonly refer to this metric, especially when comparing vendors. Amazon also factors feedback rating into its Buy Box algorithm, which is one reason why so many sellers use [FeedbackFive](https://www.ecomengine.com/feedbackfive) (get your [free 30-day trial](https://www.ecomengine.com/trial)) to strategically increase their ratings. Instead of hoping for positive feedback, Amazon merchants can use our cloud-based tool to automate their solicitation and follow-up processes. As feedback starts to roll in, FeedbackFive also tracks the impact on your feedback rating. Visualize trends and optimize your campaigns for maximum ROI. ![Emails and seller feedback graph view in FeedbackFive](https://www.ecomengine.com/hs-fs/hubfs/images/screenshots/feedbackfive/emails-analytics-feedback.png?width=1572&name=emails-analytics-feedback.png) In addition to increasing positive feedback, FeedbackFive can also help you minimize your negative feedback rate. Because Amazon [allows](https://sellercentral.amazon.com/gp/help/help.html?itemID=761) buyers to remove negative feedback (within a 60-day window of leaving feedback), FeedbackFive can prove to be an invaluable tool. Within moments of receiving negative feedback, FeedbackFive can alert you (via email or SMS text) of the problem. This gives you plenty of time to evaluate the situation, contact the buyer (or Amazon, if appropriate), resolve the situation, and request feedback removal. Use our intuitive dashboard as your virtual workspace to capture notes and plan your next move. Better yet, you can bundle [FeedbackFive with SellerPulse](https://www.ecomengine.com/pricing) to get  Buy Box change alerts so you can stay informed of the status of your ASINs.  Toggle on the alert to immediately know when you've won the Buy Box or if you've lost it. We even take it one step further and notify you when a Buy Box that you were winning has been suppressed by Amazon. Without your knowledge (and subsequent action), this can quickly kill your sales. ![Buy Box change alert email from FeedbackFive](https://www.ecomengine.com/hs-fs/hubfs/images/screenshots/feedbackfive/buy-box-change-alert-email.png?width=1100&height=2650&name=buy-box-change-alert-email.png) You can [learn more about SellerPulse here](https://www.ecomengine.com/sellerpulse). ## Achieve Better Ratings In summary, Amazon sellers like you are under a lot of pressure to perform. With [metrics](https://www.ecomengine.com/blog/amazon-seller-performance-metrics) that track everything from on-time shipping to feedback scores, it's easy to get overwhelmed. Before getting too stressed out, take a deep breath and maintain a positive perspective. After all, you're in the business of wowing your customers. Keep up the great work, continuously implement best-in-class systems (like FeedbackFive) and all of the numbers should naturally fall into place. [![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 March 4, 2017, updated January 27, 2026 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 | ### Comments (2) ### 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. 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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" : "2026-01-27", "datePublished" : "2017-03-04", "description" : "Trying to figure out the basics about Amazon seller ratings? Learn how sellers are graded by Amazon, particularly in regard to feedback.", "headline" : "Understanding Amazon Seller Ratings", "image" : { "@type" : "ImageObject", "url" : "https://www.ecomengine.com/hubfs/images/featured/blog/understanding-amazon-seller-ratings.jpg" }, "mainEntityOfPage" : { "@id" : "https://www.ecomengine.com/blog/amazon-seller-rating", "@type" : "WebPage", "description" : "Trying to figure out the basics about Amazon seller ratings? Learn how sellers are graded by Amazon, particularly in regard to feedback." }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.ecomengine.com/hubfs/brand-identity/logos/ecomengine-logos/ecomengine-logo-stacked.png" }, "name" : "eComEngine, LLC" } } ```