Feedback vs. Product Reviews: What’s the Difference?

by Colleen Quattlebaum

As a seller on the Amazon marketplace, you know that feedback and product reviews both add value to your business, but do you know the difference between them? And are you satisfied with how you manage both? If so, great! You can save yourself some time and skip this article.

But if you’re a new seller or simply need a refresher on Amazon feedback and reviews, look no further. We not only break down the difference between the two here, but also tell you why it matters.

Feedback vs. Reviews (Quick & Dirty)

Feedback is like a “report card” from customers regarding the buying experience. A product review is just what the name implies--a review of the item purchased, not the seller or the purchasing experience.

Feedback can:

  • Help buyers decide whether or not to make a purchase from you based on average feedback score ratings (positive feedback scores typically lead to increased sales, while a negative feedback score can cause buyer hesitation)
  • Impact a seller’s ability to win the Buy Box
  • Cause a seller to be suspended or expelled by, Inc. (“Amazon”) (if the average feedback rating goes below Amazon’s standards)

Amazon uses a 1 to 5 star rating system for third-party sellers, making it easy for customers to leave feedback. Five star feedback is the highest you can receive. Your average star rating will appear next to your name on your Amazon seller profile.

Product reviews:

  • Are a review of the specific product sold
  • Have nothing to do with seller performance or shipping
  • Are included on the item’s product detail page on the Amazon marketplace

Like feedback, Amazon uses a 1 to 5 star rating system. Product reviews appear on each item’s product detail page.

Feedback: It’s All About You

Customers have the ability to leave feedback about their experience purchasing items from your store. This includes:

  • Packaging/shipping
  • Work quality
  • Seller professionalism and customer service
  • Whether or not the buyer would choose to purchase items from you again 

Buyers also have the opportunity to share what could be done to improve their buying experiences. Feedback provides key information for your business. Positive feedback affirms what’s going well, while negative feedback shows where improvements can be made to increase customer satisfaction. Amazon may remove feedback that isn’t directly related to the purchase experience or that violates a company guideline. Feedback containing any of the following may be removed at Amazon’s discretion, as per their guidelines:

  • Promotional content
  • Obscene or abusive language
  • Personal information
  • Product reviews

If you receive feedback that does not fall within Amazon’s guidelines or isn’t related to the buying experience, FeedbackFive can facilitate the process of having that feedback removed.

Additionally, Amazon will strike through feedback for FBA orders if it is related mainly to the fulfillment experience. The feedback will still be there, but it will appear in strike-through text and does not count toward your overall feedback score.

Some sellers rely on FeedbackFive, a leading feedback management tool from eComEngine, to enhance their feedback strategies. FeedbackFive allows you to build customizable email campaigns that solicit feedback for you. You can even set up text or email alerts to be sent to you immediately if you receive negative feedback, allowing you to respond to your client and work to resolve the issue right away. Your feedback dashboard gives you all of the information you need in the same place, including the Amazon order number, order date, comments added, and more.

Reviews: It’s All About the Stuff You Sell

Product reviews are simply reviews of the product, not the seller or the purchasing experience. On some types of items, buyers have the chance to leave additional Customer Ratings that include information about specific attributes of a product, such as battery life.

Product reviews are important for your eCommerce business because consumers often rely on online reviews when making purchasing decisions. Online shoppers trust Amazon because the company works hard to make sure that reviews are legitimate and not manipulated.

Reviews provide you with information to help make future stocking decisions. By paying careful attention to reviews of your products, you can get insight into customer concerns and preferences. Product reviews also provide your customers with a place to share issues about the product rather than attacking the merchant.

You can create customizable email campaigns to request product reviews. Requesting product reviews increases your odds of receiving them, which in turn increases your sales potential.


Manage Feedback

Smart sellers make it a habit to monitor their feedback and product reviews regularly. FeedbackFive saves you time by compiling all of the most important information you need for managing feedback in the same place. Try it today!

Originally published on May 9, 2016, updated August 2, 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.