Amazon Feedback Solicitation: Manual vs. Automated

by Colleen Quattlebaum

What's your approach to Amazon feedback solicitation?

If you're like most Amazon merchants, you probably use one of two methods: manual or automated.

In this post, we'll share a brief overview of each process. We'll also examine whether or not automation makes financial sense for your business.


Soliciting via the Amazon Seller Central Messaging Service

For over a decade, Amazon merchants have been able to manually solicit feedback via their Seller Central accounts. Doing so is a great way to get your seller reputation on the map. It's also a fairly straightforward process. To solicit feedback, simply follow these steps:

  1. Log into your Seller Central account
  2. Identify the order for which you wish to solicit
  3. Click the "Contact Buyer" link
  4. For the subject line, use "Feedback Request"
  5. Compose and send your message

For a more convenient option, Amazon does permit sellers to use their own email accounts when contacting buyers. To do this, copy the encrypted email address that appears after step three of the aforementioned process. Paste the email address into your "To" field and proceed with composing the message. (Note: Although you're sending the email from your own account, the message still passes through Amazon's messaging service. This ensures that the contact info of both parties remains anonymous, and it also keeps Amazon in the loop).

Whether sending via your Seller Central account or from your own inbox, you'll always want to comply with the Buyer-Seller Messaging Service guidelines and seller activity rules. In particular, sellers are prohibited from offering any type of incentive in exchange for feedback.

Using a Feedback Management System

Most sellers start requesting feedback via their Seller Central accounts. It's not only free, but it also requires a minuscule learning curve. As order volume grows, however, manual solicitation becomes a significant investment in time and cost. Every hour spent soliciting is an hour diverted from more value-added activities, such as product research and sourcing, inventory management and managing promotions.

For these reasons, some sellers turn to automated feedback management software, such as our very own FeedbackFive (get your free 14-day trial). Unlike your Seller Central account, which requires constant attention from you, FeedbackFive automates every aspect of Amazon feedback solicitation. Our system puts your solicitation engine on autopilot by delivering the following features:

  • Prebuilt solicitation campaigns
  • Customizable solicitation rules ("if this happens, then do that")
  • Professionally designed and tested email templates
  • Mass personalization
  • Open and feedback success tracking
  • Sent message tracking
  • Ongoing, real-time Amazon order imports

Best of all, FeedbackFive requires as much (or as little) attention as you wish to provide. Many of our customers set up their accounts and rarely, if ever, log back in. Other customers prefer to use their accounts as an information hub. As new feedbacks flow into FeedbackFive, you can decide how best to use the information.

Perhaps you need to improve your shipping turnaround time. Or, perhaps customers love every aspect of the service you provide. With FeedbackFive, you have exactly the information you need to make better business decisions.

Automate Your Solicitation

Tired of your manual approach to Amazon feedback solicitation? If so, consider trying FeedbackFive today. Save hundreds of hours of future work simply by enabling our tool. We offer a free plan for new sellers, and paid plans that start at only $9.99 per month. There are no contracts, and you can cancel at anytime (but we know you won't)!

Originally published on December 1, 2016, updated July 16, 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.