Amazon Seller Feedback: Everything You Need to Know
Amazon seller feedback is a critical component in building trust, boosting sales, and standing out in a competitive marketplace.
Whether you’re a new seller or a seasoned pro, understanding how to manage and optimize your feedback can make all the difference.
This guide will walk you through actionable strategies to improve your seller feedback, grow your business, and maintain a stellar reputation on Amazon.
What is Amazon seller feedback?
Amazon Seller feedback focuses on the customer’s buying experience rather than the product.
Whereas product reviews appear on the product listing and customers share their opinion and experience with the product itself, seller feedback relates to the fulfilment experience.
For example, customers can review whether or not the product matches the description, how quickly the product shipped, the efficiency and delivery experience, and how they found the experience with the seller overall.

After a customer makes a purchase, they’re encouraged to rate the seller with 1-5 stars, 1 being the lowest and 5 being the highest.
Where customers can view the Seller Rating
Customers can find the seller information on a product listing under the “Sold By”. If they click on the hyperlink, you’ll be taken to the seller’s info page which includes the seller feedback.

How is seller feedback calculated?
Seller feedback on Amazon is calculated using a weighted average system, where each rating you receive plays a role in determining your overall feedback score. But not all ratings are treated equally. Here’s a breakdown of how it works:
The rating system: Buyers can rate their experience with your store on a scale of 1 to 5 stars:
- 5 stars = Excellent
- 4 stars = Good
- 3 stars = Neutral
- 2 stars = Poor
- 1 star = Awful
Recent reviews matter more: Amazon gives more weight to recent feedback. A 5-star review from last week is going to count for more than a 4-star review from a year ago. This helps your score reflect how you’re doing right now instead of punishing past mistakes.
Percentage-Based Calculation: Your feedback score is displayed as a percentage of positive ratings. It’s calculated by dividing the number of positive ratings (4 or 5 stars) by the total number of ratings received, then multiplying by 100. For example:
- If you’ve received 80 positive ratings out of 100 total ratings, your feedback score would be 80%.
Rolling averages: Amazon often calculates feedback over specific time periods, like the past month, 3 months, 12 months or lifetime. This allows buyers to see your performance trends at a glance.

Exclusions: Amazon excludes certain feedback from your score, such as ratings related to issues outside your control (e.g., delivery delays caused by the carrier) or reviews removed through the feedback removal process.
The goal of this system is to give buyers a clear picture of what they can expect when shopping from you, while giving sellers a chance to improve their scores over time. If you’re actively providing excellent service, your feedback score will eventually reflect that.
Why is positive seller feedback important?
Receiving positive seller feedback is crucial for several reasons.
Builds trust
Positive reviews build your brand’s reputation on Amazon, showing that you’re reliable and trustworthy. The more positive feedback you have, the more likely customers are to purchase from you.
Increases sales
When shoppers are deciding which product to buy, they’ll often check the reviews and are more likely to buy the ones with higher ratings. The same goes for seller feedback. If the choice is now down to deciding between 2 sellers of the same product, they’re more likely to choose the one with the higher ratings.
Improves rankings in search
Amazon’s algorithm favors sellers with good feedback. If you show consistent positive customer experiences, you have more potential to appear higher in the search results.
Increases eligibility for the Buy Box
Amazon awards the Buy Box to sellers with the best customer experience. Making sure your customers are happy and leaving good reviews of the buying experience can only help your chances of winning the Buy Box, which can boost sales significantly.
Provides valuable insights
Whether positive or negative, each rating you receive is a chance to help you look at how you’re performing and help you improve. Checking your seller feedback scores can provide a new or different perspective and uncover areas for improvement.

Maintaining positive seller feedback is essential for building trust, increasing sales, and growing your business on Amazon.
How to manage Amazon Seller Feedback in Seller Central
To access the Feedback Manager, select the hamburger menu in the top left corner of Seller Central, hover over Performance, and select Feedback Manager.

Here you’ll see your customer service insights and your overall feedback rating.

You’ll also be able to see recent feedback and the possible actions to take in response to the ratings and comments.
How to remove negative seller feedback in Seller Central
If you feel you’ve wrongly received a negative seller rating, you can request its removal.
Amazon will remove feedback if it:
- Contains obscene language
- Includes seller-specific personally identifiable information
- Is just a product review (and doesn’t mention the fulfilment experience)
- Pertains to an order fulfilled by Amazon (FBA)

From the Actions dropdown, select “Request removal”.

Amazon may automatically strike-through feedback left on purchases that were fulfilled through the Amazon warehouse.

How to minimize negative seller feedback
The best way to avoid receiving negative feedback is by being proactive and prepared for all types of comments and situations.
Offer top-notch customer service
Exceptional customer service is key to minimizing negative Amazon seller feedback. Respond quickly to inquiries, keep buyers informed about their orders, and handle complaints with empathy.
Try to react proactively if you encounter any issues – customers will be less frustrated when they’re notified in advance about delays or fulfilment problems. When customers feel valued and supported, they’re more likely to leave positive feedback and less likely to voice frustrations publicly.
Ship quickly
Customers often give negative feedback when their orders arrive later than promised. The best thing you can do is under promise and overdeliver.
To improve shipping experiences, consider using Fulfilment by Amazon (FBA). By having your products shipped from their warehouses, Amazon will often take responsibility for packages arriving broken or opened.
You might notice that they’ll strike through a negative review automatically taking responsibility for the negative experience.

Make sure your product listings match the product
There’s nothing worse than expecting something only to receive something completely different. What a great way to shatter trust.
Setting customer expectations with accurate product descriptions results in happier customers. Include all specs, stats, and features of your product and present them well to prevent customers from complaining about promising something they can’t deliver.
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Respond to all reviews, even the positive ones
Responding to all reviews promptly shows that your customers are important, no matter what they have to say.
If you receive negative feedback, take a moment to digest the message and consider the customer’s point of view. Is it possible you messed up? It’s best to admit your mistake and take it as a learning experience for the future.
Keep an eye on inventory
Many of the negative seller reviews and feedback come from shipping issues. Try to mitigate any shipping problems by keeping a close eye on your inventory, and making sure you have enough in stock, especially when you’re ramping up on advertising or have promotions running.
Key takeaways
Amazon seller feedback impacts your reputation, sales and even Buy Box eligibility.
To improve your overall seller feedback, consider:
- Regularly monitoring feedback in the Feedback Manager and addressing issues promptly
- Encouraging positive feedback by offering fast shipping, accurate listings, and requesting reviews
- Providing excellent customer service to prevent negative reviews
- Using the feedback insights to improve your business, build trust and grow your success on Amazon