Don't Let the "Frenzy" Cause You to Miss the Bigger Picture

by Colleen Quattlebaum

Did you know that approximately 60% of Amazon customers always check seller feedback ratings for third-party merchants when making a purchase? Not only that, another 29% sometimes check these scores.

Whether you're selling kitchen accessories or shoes on the Amazon marketplace, your sales conversions are affected by many factors, including your seller feedback rating. It's easy to get caught up in a frenzy of day-to-day craziness when it comes to following up with customers, especially if you're not using an automated feedback management tool like FeedbackFive.

Here are a few tips to ensure that you don't miss the big picture during this Feedback Frenzy.

Take a Fresh Look at Amazon's Rules

Think about why, Inc. (“Amazon”) permits feedback in the first place. In the early days of eCommerce, people thought the idea of leaving online feedback was preposterous. Amazon continued to encourage the practice, and now feedback has become ubiquitous in the industry. Amazon has always focused on the customer experience. By allowing real buyers to leave honest feedback about their purchasing experience, Amazon is able to ensure that merchants are delivering a positive buying experience.

When is the last time you actually read Amazon’s feedback guidelines? Now is a good time to challenge your own assumptions about what is allowed. This can help you develop a more productive plan for soliciting feedback. For a quick summary, here's a helpful guide we recently wrote on the subject.

Provide Detailed Product Listings

As we've discussed elsewhere, there are many advantages to selling private-label items. One of these is greater control over product listings. Using high-quality images and a well-written, keyword-optimized listing can improve search results and provide important information to potential buyers. By making sure customers know what to expect and providing the experience as promised, merchants can increase their odds of receiving positive seller feedback.

If you’re selling a product that is listed by several sellers through one product listing, you may not have control over the actual listing. However, you do have the power to provide a good purchasing experience for your buyers. Quickly address any customer concerns or issues, make sure item packaging is appropriate and manage your inventory to prevent out-of-stock situations.

Automate the Administrative Work

Every minute spent on administrative work is a minute diverted from more value-added activities. You can use FeedbackFive to ask your buyers for feedback through an automated campaign. With the 90-day window for seller feedback from 2016 holiday purchases closing soon, now is the perfect time to sign up for a 14-day free trial. You can import your orders from the past 90 days, which includes holiday orders, so don't delay. Be sure to customize your messages to connect with your customers and reflect your overall brand.


Make the Ask

By automating the feedback solicitation process, Amazon merchants have more time to spend on providing quality products and excellent customer service. Don't leave your opportunity for more feedback on the table. Remember, the best way to get feedback is to ask for it!

Originally published on February 27, 2017, updated May 9, 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.