Why Positive Feedback Often Leads to Stellar Reviews

by Colleen Quattlebaum

Positive feedback and reviews often go hand-in-hand.

From a seller’s perspective, both are extremely useful data points. In addition to providing invaluable business intelligence, they also directly impact the merchant’s bottom line.

From an informed buyer’s perspective, feedback and reviews are important for holding the marketplace accountable for the quality of a product and the accuracy of its description.

In this post, we’ll discuss why positive feedback often leads to product reviews.

Positive Feedback is a Leading Indicator of Total Satisfaction

Let’s take a step back from your daily grind as an Amazon merchant to consider the average buyer. If you’re being honest, many (if not most) of your customers assume that they are purchasing from Amazon.com, Inc. (“Amazon”). Despite your best efforts to provide a great product for a fair price with unbelievable service, you rarely get credit from end users. It’s therefore understandable why less than 10 percent of Amazon customers take the time to leave feedback.

That’s OK, you tell yourself. Amazon is providing access to customers you could not otherwise reach. As long as Amazon keeps sending you business, everyone wins. Amazon is the face of the customer, and you’re a happy component in the supply chain.

While there is truth to these statements, taking a nonchalant attitude toward the value of seller feedback is a mistake. In fact, Amazon has consistently communicated the importance of a positive feedback score. The company also considers feedback as an important factor when determining its Amazon Seller Rating score. Poor ratings can lead to lost revenue, or worse, a quick exit from the world’s #1 eCommerce marketplace.

Why does Amazon place such an emphasis on seller feedback? There are likely two explanations. First, and probably most obviously, through your participation in the marketplace, you are indirectly representing the Amazon brand. If customers are regularly unhappy with your service, you’re harming the overall marketplace.

Second, and perhaps less obvious to sellers (but not to Amazon), feedback is a leading indicator of overall satisfaction. For this reason, customers who leave feedback are naturally more inclined to leave reviews. Remember, a minority of customers understand that they are buying from third-party sellers. Even a smaller fraction have ever left feedback. It’s therefore safe to assume that buyers who leave feedback tend to be highly engaged Amazon buyers. Highly engaged buyers live and breathe the Amazon experience and take every chance to share their opinions (be that via feedback or customer reviews). They also seek out merchants who take total satisfaction seriously.

“Big Data” & Automation’s Impact on this Trend

We now live in an era of “big data” and automation. And, best of all, you don’t have to be a multi-billion dollar corporation to benefit from such technology.

When we launched FeedbackFive back in 2009, our goal was to deliver an automated, data-driven application that makes it easy for merchants to build healthy seller reputations. (We’re proud to have helped sellers request millions of feedbacks.) Along the way, we’ve listened to customers’ needs and stayed committed to this original pledge by deploying value-added features.

Convert More Feedback to Reviews

Give FeedbackFive a try today and convert one-time buyers into highly engaged and satisfied customers.

Originally published on August 23, 2016, updated July 3, 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.