Tips for Creating a Great Feedback Request Email

by Jonathan Tombes

Buyers have been talking to sellers since the first marketplace. Amazon sellers know how important it is to tap into that conversation and elicit positive feedback. But how best to do so? What makes for a great feedback request? Here are a few suggestions:

Follow the Rules

That is the first “Do.” As an Amazon seller, you are obliged to follow Amazon’s rules, which include several “Don’ts.” Although Amazon encourages buyers and sellers to communicate via email during an Amazon Marketplace transaction, the company asks that sellers “limit” that contact to courteous discussion of purchase details. Specifically prohibited activities include:

  • Offering incentives to provide or remove feedback; and
  • Providing your email address to buyers, or asking buyers for their e-mail addresses. (Amazon’s Buyer-Seller Messaging Service assigns unique Amazon-generated email addresses to both parties.)

Focus on the Customer

Dale Carnegie had it right long ago. The first rule of getting others to like you is to become “genuinely interested” in them. That applies here, too. Effective feedback requests are not primarily about asking for something, but rather about showing sincere concern that your customer is satisfied. FeedbackFive recommends this language: “We are contacting you to ensure that your expectations were met for your order…” It should happen rarely, but your customer might be unhappy. Better to capture and respond to a complaint via email than to hear about it first on a feedback rant. Most customers are satisfied. But like everyone else, they are busy, easily distracted and not thinking about you or your business. To improve your odds of winning their attention, respect those facts and follow these tips:

  • Be brief. This is a business note, not the annual holiday letter.
  • Look good. Add color, a simple image or logo to make the request more professional and easier on the customer’s eye.
  • Be specific. Include details of your customer’s purchase (as per Amazon’s rules) to underscore the business at hand.
  • Time it right. Avoid being early or late. A delay of 7-10 days works well, as does early morning email delivery.

Ask for Feedback

Last but not least, ask for feedback. Be sincere, but also keep this in mind: Asking is not begging or pleading or cajoling. Just ask. It also helps to make it easy by giving your customers a direct link to the relevant Amazon page. FeedbackFive has included these and other best practices in the automated and configurable Email Builder that is part of all of our plans. (For a free trial, click here.)

The system is simple and delivers results as seen in our customer accolades. Here’s one: “I wish I knew about [FeedbackFive] sooner! The templates are great and easy to customize. I set it up in a few minutes and haven’t had to check anything since! Not only did it double the amount of positive feedback I would normally receive, I frequently get emails from customers just to tell me how pleased they were with their experience.” FeedbackFive makes it easy. But whether you use our tools or do it yourself, follow these steps. First, adhere to Amazon policy. Second, focus on the customer. Finally, don’t forget to ask!

Originally published on January 17, 2013, updated July 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.