An Amazon Order through the Customer’s Eyes

by Jeanne Croteau

As a seller, have you ever thought about what it’s like for customers to go through the entire order process on From start to finish, the hope is that everything runs smoothly and encourages buyers to return again and again.

While much of it will be out of your hands, it is important that merchants are proactive in contributing to a positive experience, while also following up to confirm that the customer is satisfied.

It might be easy to overlook your role in the order process, especially if you are relatively new to eCommerce, but it’s crucial that you understand how you can enhance this experience for your customers.

The Product Page

Most people have a general idea of what they are looking for when they are shopping on the Amazon marketplace. After conducting a search, potential buyers will likely have many options, making this your first opportunity to make the right impression.

Listings that include high-quality images and the right keywords will likely attract the most attention. If a prospective buyer clicks on your link, they will be looking for specific information about the product. Be sure to use the available space to provide details. If you have a website and/or social media presence for your products, the information and branding should be consistent across all platforms. This go a long way to making the right impression.

Placing the Order

When a customer clicks on “Add to Cart,” they will be taken to a page that confirms the item has been added and then they can either “Proceed to Checkout” or continue shopping. To continue placing the order they will have to go through a few steps.

First, they will have to confirm the shipping address. Then, they will be prompted to select their preferred payment method. Finally, they will be asked to review the items they’ve selected as well as their shipping options. The order is not complete, however, until they click “Place Your Order.”

Confirmation Page and Email

After going through the ordering process, if everything goes as planned, customers will see a page that says, “Thank you, your order has been placed,” along with a message explaining that a confirmation email has been sent, as well as details including the order number, product purchased and expected date of delivery. From here, consumers are given the option to “Review or Edit” the order.

The confirmation email includes the same information, as well as the shipping address and order total. There are several important links to be found also. For example, the links in this email make it easy to navigate to the product page, order page (where they can view or manage the order) and to see what other customers who bought this product were also buying.

Shipment Confirmation

When an order is shipped, Amazon customers receive an email when all or each of the items have been sent. The message displays the arrival date at the very top and includes a link to allow the buyer to track the package(s).

Below this, the item(s) are listed along with the order number, shipping address and order total. Customers are also given links if they need to return or replace anything and, again, they are shown products that they might be interested in buying based on the content of their current order. The message is uncluttered and clean in appearance but, Inc. ("Amazon") makes sure that it’s still packed with information.

The Follow Up Message

Once an order is received, Amazon occasionally sends a seller feedback request to ensure that the customer had a satisfactory buying experience. However, merchants have no control over whether this message is sent or who receives it. Therefore, it’s good practice, as the seller, to follow up with your customer to make sure that everything was to their satisfaction. Take some time to think about the kind of message you want to send while considering their perspective as a buyer.

Ideally, you want to leave a positive, lasting impression that encourages your customer to come back again and again. You may not get it right the first time around, but with diligence and testing, you will find the right balance.

How FeedbackFive Can Help

Sending emails to customers can feel a little overwhelming - and time-consuming! You might have many questions without anyone to provide answers. How many days after receipt is ideal for sending this type of message? How can you motivate the customer to actually open your email? What should you say?

Fortunately, tools such as FeedbackFive can help. By offering customizable email templates which can be sent automatically based on your needs and preferences, we help you make the right impression while simplifying the process. You can also decide not to send feedback requests to refunded orders, specific SKUs, etc., making it easier to get your message to the buyers who are most likely to want to receive it.

Make customer satisfaction your greatest priority. Sign up for our risk-free 14-day trial today!

Originally published on June 19, 2018, updated April 26, 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.