Why Do I Need Seller Feedback on Amazon?

by Colleen Quattlebaum

"Why do I need Amazon feedback?"

Believe it or not, we still occasionally get this question from third-party merchants. While the value of seller feedback on Amazon has been well documented, some sellers (large and small) are still skeptical.

In this post, we'll share three of the biggest reasons we can think of.

1. Amazon Feedback Helps You Monitor Customer Satisfaction

Until recently, most transactions were made in person. Vendors opened their doors, welcoming customers to physically walk in, browse and check out. This process offers immediate feedback to both parties. The consumer can closely evaluate and compare his options before deciding to buy. The merchant can see the customer's body language and hear the spoken accolades.

As an Amazon merchant, you do not have the luxury of chatting with your customers beforehand. Instead, customers do their homework by reading plenty of product reviews and posting questions. They can then click the Buy Box or compare offers from competing sellers.

In a virtual ecosystem such as this, seller feedback on Amazon is a merchant's best way to measure satisfaction. In addition to the star rating (one to five stars), customers can also leave open-ended remarks about the buying experience. Unlike product reviews, which are focused on the customer's opinion of the item itself, feedback helps sellers measure the service they provide. Specifically, merchants can expect to be graded on:

  • Packaging
  • Shipping
  • Quality of service
  • Issue resolution (if something went wrong)

Amazon customers tend to be highly engaged, which means the feedback you do receive could be very detailed and helpful. With this information, you can identify bottlenecks and look for ways to improve your offering.

2. Seller Feedback on Amazon Helps You Win the Buy Box

Every seller wants to win the Buy Box more often. To accomplish this goal, you need to meet a number of performance-based requirements set forth by Amazon.

While only Amazon knows its Buy Box algorithm, it's clear that seller feedback rating is an important consideration. In fact, it appears that Amazon considers both negative and positive feedback when promoting sellers' listings to Buy Box status. As pointed out here, Amazon's criteria (among other factors) may include:

  • Order defect rate, which is influenced by negative feedback
  • Customer shopping experience (including delivery speed and shipping, which are both determinants of feedback)
  • Other seller performance metrics, which likely includes seller feedback

With this in mind, it's obvious why the largest sellers also tend to have the best feedback histories. Excellent service (combined with proactive solicitation) leads to awesome feedback, which leads to a greater share of the Buy Box. Greater share of the Buy Box, in theory, leads to more feedback, thus compounding a merchant's success.

3. Amazon Feedback Establishes You on the World's Greatest Marketplace

Amazon is growing at an unbelievable pace. With more than fifty million Prime members and millions of other non-Prime users, the company shows no sign of slowing down.

Unlike word-of-mouth referrals, which offer a one-to-one value proposition, your feedback rating has a one-to-many relationship. Once published, a single feedback lives forever on the world's greatest eCommerce marketplace. Over time, your feedback score represents a small, yet important portrait of who you are as an online retailer.

By building a best-in-class Amazon feedback reputation, you're positioning yourself to capitalize on the rising tide.

Take Control of Your Feedback

If you're ready to take your feedback reputation to the next level, consider trying our FeedbackFive tool (free trial). We've been serving thousands of Amazon merchants just like you since 2009.

Originally published on October 18, 2016, updated June 24, 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.