When Not to Ask for Feedback

by Jonathan Tombes

Sometimes Asking for Feedback Can Hurt

Negative feedback can be devastating for Amazon merchants. Typically, buyers are more motivated to leave feedback when things go wrong. The last thing you want to do is increase that risk by asking for feedback when it's likely to be negative.

Knowing When You Should Not Ask

When is it a good idea to not ask for feedback? Below are several situations when you should consider refraining from soliciting feedback.

  • Cancelled orders - If the transaction fell through, asking for feedback could be potentially damaging. For FeedbackFive users, cancelled orders are automatically excluded from feedback solicitations. 
  • Late orders - In some cases, you may not have complete control over the on-time delivery of an order (due to shipping issues, etc.). However, the buyer has only you to blame. FeedbackFive users have the option of automatically excluding late orders from feedback solicitations.
  • Non-US orders - Shipping outside of the country (regardless of the country of origin) often lends itself to shipping delays, lost packages, etc., and may increase the chances of receiving negative or neutral feedback. FeedbackFive users have the option of automatically excluding orders shipped internationally.
  • Refunded orders - A refund usually indicates that something with the order didn’t go as planned. Asking for feedback in this case is probably not a good idea.
  • Customer calls or emails with a complaint - If the customer made the effort to call or email you with a complaint, there is a good chance that he or she may also leave you bad feedback. FeedbackFive users have the option of automatically excluding solicitations based on the order or the buyer.
  • Known issues with item or product – A buyer with a negative product experience is more likely to leave negative feedback. Although Amazon may remove negative feedbacks that are entirely product reviews, it’s best not to ask for feedback at all in this case. FeedbackFive users have the option of automatically excluding solicitations based on SKU.
  • Repeat customers that have left negative or neutral feedback in the past - While this is somewhat uncommon, it’s a good idea to avoid soliciting feedback from customers with a history of leaving negative or neutral feedback. FeedbackFive users have the option of excluding solicitations based on the buyer’s email address.
  • Customers who do not wish to receive solicitations – If a customer would like not to receive future email communications, it’s a good idea to respect those wishes. With FeedbackFive, the customer can simply click on the unsubscribe link at the bottom of the solicitation email and they will automatically be excluded from all future feedback solicitations.

How to Use FeedbackFive to Prevent Negative Feedback

FeedbackFive offers some additional automation tools to help manage certain unfavorable situations. Exclusions can be configured either manually or by using automated rules. On the Manage Feedback page you can:

  • Manually exclude any pending order by marking it as "Do Not Solicit." (on the Pending Emails Tab)
  • Set up automatic exclusion rules (on the Auto Exclusions tab)
  • Set up solicitation exclusions based on SKU (on the Auto Exclusions tab)
  • Bulk exclude by order numbers and/or email addresses (on the Pending Emails tab)

Achieving a 5-star rating on Amazon isn't something that happens overnight. But by combining a proactive feedback strategy and an automated tool like FeedbackFive, you’ll be on your way there.

Originally published on November 17, 2012, updated March 14, 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.