The 3 Classifications of Amazon Feedback

by Joanna Lupo

When you become an Amazon merchant, your potential customer base is huge. This obviously can bring a big addition to your yearly sales. At the same time, in the immortal words of Voltaire, “With great power comes great responsibility,” namely that Amazon expects its merchants to maintain a very high level of customer satisfaction.

One of Amazon’s merchant performance targets is an order defect rate (ODR) of less than one percent. According to Amazon’s website, ODR is defined as “the percentage of your orders that have received a negative feedback, an A-to-z Guarantee claim or a service credit card chargeback.” This combined score, of which feedback plays a large role, reflects a merchant’s overall performance.

All Amazon sellers strive for positive feedback, but what if some of yours isn’t as flattering as you would like? And what are best practices for handling all types of feedback? This article discusses the three classifications of feedback and reveals a powerful tool that can help manage your feedback and take your ratings to the next level as an Amazon merchant.

Positively Great!

There’s nothing like positive feedback, right? Listing your product accurately and shipping the correct item quickly are important keys to these top-notch ratings. Let’s take a look at a couple examples of good feedback for an Amazon merchant that sells cases for electronic devices:

The phone case was delivered in time that I expected and product was exactly as I saw it pictured. Thank you! -- 5/5

Item was as described. Item was received later than expected. -- 4/5

As you can see, the second score dropped slightly due to a slower shipment time, but the seller’s attention to correctly listing the product pleased the buyer enough to keep this feedback score on high side.

On the Fence

Although we wish all feedback landed in the 4/5 and 5/5 zone, sometimes it’s down a notch or two -- not outstanding, but certainly not bad, either. It’s the “neutral” 3 out of 5 ranking. A buyer’s experience may tend toward this rating when his or her expectations are not exceeded or if minor flaws exist with the product. They may also appear when customer service issues crop up but are efficiently addressed. Let’s take a look at several examples of neutral feedback left for the Amazon merchant mentioned above:

Came on time -- 3/5

Ordered an Iphone 6plus case and received the 6 case. Item was returned and credited back to my account. -- 3/5

Only thing that I didn’t like was that it came scratched? When I bought it new. -- 3/5

Not a Happy Camper

No matter how hard you try to please your customers, for one reason or another there are, as we’re sure you’re already aware, some that never seem to be satisfied. The ratings they give can slide from the 3/5 range like those just listed down to the negative 2/5 and 1/5. Among other issues, a majority of complaints often center on slow shipment times and also product descriptions that, in the customer’s opinion, didn’t accurately reflect the actual product itself. Using the same company again as an example:

Still waiting for the package -- 2/5

The next customer was even more disgruntled with delayed shipping, which garnered our Amazon merchant the lowest possible rating:

I haven't received the package and it has been 4 days past the expected delivery. I paid extra for overnight. 1/5

The following 1/5 resulted from a short-shipment coupled with additional customer service issues:

This seller only sent half my order. When I contacted them about the rest of it they provided me with a USPS tracking number...week later, I check to see where my other case is and USPS was only contacted about a possible shipment, the seller never actually sent my package off. They still have my money and the case I ordered. Will not be doing any more business with this seller. -- 1/5

Even with all your best efforts, these situations may happen occasionally. The bad news is that, although they may be a small percentage of your feedback scores, damaging rankings can have a large impact on your overall seller rating. The good news is that there’s a powerful tool to help you be proactive about all the feedback you receive.

Manage It All with FeedbackFive

Obviously, with Amazon’s (and online customers’) high standards, it’s important to keep on top of your seller reputation. But with large quantities of feedback coming in, how can you stay organized? Smart Amazon merchants turn to FeedbackFive as a “personal assistant.” This powerful but intuitive solution allows you to take charge of each facet of your feedback management plan, even down to excluding specific orders from receiving feedback requests by a per-order, per-customer, or per-product basis.

Users can also configure FeedbackFive to alert them (by email or even text message) to any negative or neutral feedbacks received so these can be addressed immediately. After resolving the issue with an order, FeedbackFive’s easy click-and-send feature allows users to create personalized emails requesting that customers remove negative feedback. These messages contain a link that sends the customer directly to the Amazon feedback removal page. After your customer follows the link and chooses the reason for removal, your negative feedback vanishes, and your seller reputation just went up.

Are you ready to take command of your Amazon seller rating? Then it’s time for FeedbackFive. Click here to start your free trial today.

Originally published on April 10, 2015, updated July 15, 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.