What's Hiding Under the Tree?

by Colleen Quattlebaum

You hop out of bed, race down the steps and dart through the living room to the decorated tree. It's Christmas morning, and you're eleven years old.

To your great delight, Santa was generous to you once again. Packages of all shapes and sizes fill every corner of the room. You gleefully imagine what goodies await you, and you're confident there's no coal in your immediate future. After all, you've been a very, very good kid this year.

Although nothing can live up to memories like these, receiving Amazon feedback is kind of like Christmas morning all over again. Here's what I mean.

You Never Know What's Under the Tree (Until You Look)

Obviously, Christmas morning only rolls around once a year. Now that you're all grown up and have a family of your own, this might be somewhat of a relief. As you know, there's a considerable amount of planning, budgeting, shopping, gift wrapping, cooking and coordination to pull off the perfect Christmas experience. On the other hand, nothing is quite like Christmas morning. Your inner child still wishes that Christmas could hurry up - or, at least, come more than once a year.

Since it's the holiday season, let's daydream for a moment. In 2018, instead of Christmas only occurring on December 25th, your inner child gets its ultimate wish: Christmas is going to happen every single day! When January 1st rolls around, you can't believe your eyes. You rush down the stairs, and magically everything is just how you hoped it to be. January 2nd brings the same thing. 2018 is going to be the best year ever! By the end of January, however, you begin to feel a little different. Christmas just doesn't seem as special as it used to. Sure, you still love celebrating with your family, unwrapping gifts and singing all the carols. But, it's kind of starting to become repetitive. So repetitive, in fact, that by mid-February, you stop checking what's under the tree each morning.

How does this daydream relate to Amazon feedback? Allow me to explain.

When you first started selling on the Amazon marketplace, each new customer feedback was like a gift under the Christmas tree. Was it a thoughtful gift? Will you like it? Who was it from? And, much like our daydream example, feedback doesn't just come once a year - it can often occur multiple times per day. Though you still love receiving feedback from buyers, after a while, you can easily become numb to it. So numb, that some sellers stop monitoring their ratings altogether.

Some Feedback is Better Than Others

Unfortunately, failing to track feedback negatively impacts a merchant's seller rating, causes customer service issues and reduces Buy Box share. How? Well, as you learned as a little child, not all Christmas presents are created equal. Santa's toys are a lot more enjoyable than what your Aunt Myrtle brings (usually argyle socks).

The same is true for feedback.

Judging by your stellar feedback score, most customers know how to give the perfect gift: a five-star feedback with glowing comments. However, a handful of buyers have followed Aunt Myrtle's lead, providing less-than-great ratings. You even had one customer provide a 1-star feedback (on second thought, you deserved that one).

Luckily, you've recently enabled FeedbackFive's feedback monitoring tool, which notifies you of negative feedbacks. This makes it easier to take action faster, thereby reducing your collection of argyle socks - I mean, negative feedback.

Feedback Has a Return Policy (Sort of)

Much like your Aunt Myrtle, who was at least thoughtful enough to provide a gift receipt, negative feedback can also be "returned," so to speak. Negative feedback is not final. Amazon.com, Inc. ("Amazon") allows shoppers to remove negative ratings within 60 days of leaving feedback. Although you can't exchange the negative feedback for a positive one, you can at least get it off your seller reputation.

There are a couple of options for getting bad feedback removed:

1. Get Amazon to remove it: Click here for a quick guide for achieving a removal by Amazon.

2. Get the customer to remove it: Click here for more information about buyer removal.

Keep in mind that you should never pressure customers (or Amazon) to remove a rating. Asking is one thing, but never be annoying or too aggressive. Be polite, and always seek to solve the buyer's core issue. In doing so, you might even create a lifelong advocate for your Amazon business.

Know What's Under the Tree (Faster)

If you're tired of manually checking for Amazon feedback, it's time you sign up for FeedbackFive. Our Pro plan gives you everything you need to create a more automated workflow.

Give yourself the gift of FeedbackFive this holiday season!

Originally published on December 12, 2017, updated June 4, 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.