Why Amazon Feedback & Customer Service Go Hand in Hand

by Colleen Quattlebaum

There's no secret formula for earning positive Amazon feedback.

Sure, asking customers to leave feedback helps. However, all the solicitations in the world will be fruitless (perhaps even counterproductive) if a merchant overlooks his or her #1 responsibility: providing outstanding customer service.

In this post, we'll explore how feedback and customer service go hand in hand to create the world's most trustworthy eCommerce marketplace.

Feedback Creates Accountability for the Merchant

As a merchant, you're probably balancing many different vendor relationships. Some suppliers provide you with excellent service and support - regardless of your order volume. Unfortunately, there's always that one vendor who gives you the "don't bug me" vibe. Granted, you're not the supplier's biggest account; but, a little common courtesy sure would be nice now and then.

Where am I going with this line of thought? Allow me to explain.

Unlike your vendor relationships, which are typically kept private from the rest of the world, your buyer relationships on the Amazon marketplace are quite the opposite. Each transaction has the potential of becoming public record by means of the Amazon feedback rating system. As tempting as it may be to tell a demanding customer to bug off, sellers do so at the risk of receiving negative feedback. And as any experienced seller knows, each order stands on its own and has an equal impact on your feedback rating.

So, the next time that annoying buyer repurchases your lowest-margin item for the tenth time (complaining all the way), think twice before taking the order for granted. If you're worried about feedback from a particular customer and use FeedbackFive, you can always "opt out" a buyer from solicitation. Another approach might involve discontinuing the profit-killing SKU altogether. After all, an item that generates little profit but requires significant support can be doubly damaging - both to your seller reputation and your bottom line.

Feedback Serves as a Lifeline for the Frustrated Customer

Putting your own business aside for a moment, think about a time when a fellow Amazon merchant provided you (the buyer) with less-than-stellar service. Perhaps you never received your item (despite the tracking details, which showed your package as "delivered"). Or perhaps the item arrived, but it was broken. How did you react? What action did you take?

Of course, being the nice person that you are, you gave the seller every benefit of the doubt. You started by politely messaging the seller, asking for a friendly update. When that didn't work, you sent another email - but to no avail. You were being ignored, which added to your frustration. Thankfully, you had a secret weapon in your back pocket: negative feedback. In your final attempt to reach the seller, you pointed out that you'd have no choice but to leave a bad rating. Miraculously, the seller responded and apologized profusely for "overlooking" your prior two emails. Funny how that worked out.

From the buyer's perspective, it's obvious why feedback is so important - especially when things go south.

Feedback Makes the 3P Amazon Seller Possible

Amazon.com, Inc. ("Amazon") is known for being the world's most customer-centric company. The company's decision to let you (and other sellers) participate in this reputation is a big one. Therefore, seller feedback is a key indicator not only for buyers - but also for Amazon itself.

In fact, as we pointed out in this article, feedback is a key determinant in order defect rate, which is used by Amazon to measure account health. Too much negative feedback, and Amazon might consider suspending or cancelling your seller account altogether. For Amazon, a seller with a poor feedback track record (or, stated differently, a poor customer service track record) is simply too risky of a proposition.

Convert Customer Satisfaction into Feedback

If you're a merchant who is committed to delivering awesome customer service, FeedbackFive could be a great resource for your business. In addition to automating your feedback solicitation and tracking, our software also helps you prevent and remove negative feedback.

It's time more customers told the world about how great you really are.

Click here to get started with FeedbackFive - and convert customer satisfaction into Amazon feedback.

Originally published on June 6, 2017, updated August 12, 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.