3 Terrifying Feedbacks...& What to Do About Each

by Colleen Quattlebaum

It's 2:04 am, and you frantically awake from your slumber.

The eerie glow from the full moon illuminates your entire bedroom. As you toss and turn, you can't stop thinking about your Amazon business. Did you ever finish that important FBA shipment? Should you bite the bullet and finally get a repricing tool? Why is your newest private label brand not taking off as you planned?

With so much on your mind, you finally give in to the temptation and check your phone. To your absolute horror, you learn that three negative feedbacks have arrived since you went to bed. Now, you're really going to have a hard time sleeping!

Get the coffee brewing - it's time to take action.

#1: The Customer Slanders You (& Reveals Your Personal Info)

After firing up the laptop, you log in to your Seller Central account to assess the damage. Your eyes are immediately drawn to the one-star rating containing the longest comment. Apparently, this particular customer believes that you personally ruined his grandmother's 100th birthday party. Earlier in the week, the customer had purchased a limited edition, leather-bound scrapbook. He opted for next day shipping; and, unfortunately, the carrier failed to deliver (pun intended).

Now, you're stuck dealing with this feedback comment from the buyer:

"Wow, what a total disaster. DO NOT EVER BUY FROM THIS MERCHANT! My dear grandmother's birthday was completely ruined, thanks to this jerk. I paid for next day shipping, but the package didn't arrive until well after the party was over. I think this merchant intentionally delayed the shipment just to mess with me. Clearly, he knew that this was a gift. I have already complained to Amazon, and so should everyone who reads this comment. I ask fellow Amazon shoppers to join me in getting this guy banned (for life) from Amazon. His name is Matt and his phone number, email address, and other contact details can be found by clicking on this link..."

Yikes! Someone needs to take a chill pill.

As the clock passes 3:00 am, you sip your coffee and ponder what to do about this situation. Then, genius strikes. Just last week you were reading this blog post on the topic of Amazon feedback removal. After tracking down the article once again, you begin to feel a glimmer of hope. Your research concludes that the customer violated Amazon community guidelines by revealing your personal details, which means the rating could be eligible for removal.

So, as a next step, you decide to submit a removal request with Amazon seller support (click here for a refresher on how to do that). One problem solved...for now anyway.

#2: The Customer Besmirches Your Top-Performing Product (Only)

On to negative feedback number two.

Ironically, this feedback relates to the exact same product as the first rating - but, it came from a completely different customer. The two-star rating reads like this:

"Cheap leather - clearly not genuine. I was expecting better quality for a $30 product. If I wanted something like this, I would have gone to a flea market or something. Waste of money!"

Now wait just a minute. Where is the "seller feedback" part of that rating? Obviously, the customer doesn't understand the difference between reviews and feedback. Or, perhaps she just got confused. Either way, leaving a product-focused rating as a seller feedback is grounds for removal by Amazon.com, Inc ("Amazon").

Once again, you file another removal request with Amazon. Two feedbacks down, one to go.

#3: The Customer Slams Everything About Your Service (without Violating any Rules)

You saved the best (and probably the most difficult to resolve) for last. Much like the first two customers, this shopper is very unhappy with you. Trouble is, this customer didn't break any rules when posting feedback. You're going to have to resolve this one the old-fashioned way:

"I'm an avid scrapbooker, and I've purchased from this merchant before. Usually, they provide excellent service. This time, something went seriously wrong. My package arrived about a week later than expected. When it finally showed up, the packaging was partially opened and damaged. I have no idea what happened, but I'm pretty frustrated. I probably won't buy from this seller again."

Ouch. Those words hurt - especially from a repeat customer.

Your first step is to set a reminder to chat with your shipping manager. 99% of your orders arrive on or ahead of schedule, so you'll definitely want him to investigate what went wrong here. Next, you decide to reach out to the customer personally. (Note: Amazon actually encourages sellers to take a proactive approach for resolving negative feedback. Customers may remove negative seller feedback, but you'll first need to make things right.) To your surprise, the customer responds within minutes of your follow-up message. Apparently, your scrapbooking customer is a very early riser (it's not quite 4 am)! After exchanging a few more messages with the buyer, you're able to rectify the situation. The customer seems happy with your proposed solution, and you breathe a big sigh of relief.

There's one last thing to address - that is, the one-star feedback. Now's probably the right time to ask for removal; just don't apply too much pressure. Remember, the customer holds all the cards in deciding to remove such feedback. Asking too frequently or too forcefully can annoy the customer and decrease your chances of removal. Instead, maintain a professional and friendly tone. (You might even provide brief instructions that explain how to remove feedback. Make it super easy for your customers!)

Get a Better Removal Workflow

If you find yourself dealing with "terrifying" feedback more than occasionally, you should consider signing up for a FeedbackFive free trial. FeedbackFive monitors your seller reputation, alerting you via text and/or email when negative feedback strikes.

In addition, our feedback removal tool helps you efficiently follow up with Amazon and/or unhappy customers. Add notes and track feedback removal requests within our intuitive cloud-based platform.

Best of all, FeedbackFive softens the impact of negative feedback by boosting the number of positive ratings that you receive. Our tool automatically nurtures your customers, prompting them to leave Amazon feedback. Customize your solicitation templates, campaign rules and timing sequences to build an optimal solicitation workflow.

Sound good? Give our Pro plan a try today, enable your alerts and minimize the impact of "terrifying" feedback.

Originally published on October 23, 2017, updated June 10, 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.

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