By Lauren Carter

The Importance of Seller Feedback and How to Get It

The Importance of Seller Feedback and How to Get It


Whenever you buy something from a third party seller on Amazon you are given the opportunity to leave feedback on the seller. Anecdotally, only around 10 – 20% of customers actually do leave feedback. The reasons for this number being so low are debatable. Many sellers would argue that Amazon doesn’t push buyers to do it enough or that the process needs to be made easier for shoppers. Whatever the reason, most shoppers just don’t bother to leave seller feedback. If you’ve been selling on Amazon for a while you’ll know that seller feedback is actually very important. The amount of feedback you have as well as your average rating has an impact on your ability to win the Buy Box and the visibility of your offerings.

You can see in the example below that between the two sellers the one with 100% positive reviews appears above the one with only 94% positive. You want your offer to be as high up the list as possible to make sure customers see you before they see your competitor.


Amazon want the very best sellers to be the most visible to customers, if there is solid evidence that you provide great customer service then you are more likely to win the Buy Box. What better evidence can there be of this than great reviews from happy customers? Having a positive feedback score is secondary to providing great customer service. If you dispatch all of your orders on time, sell good quality products which are in the advertised condition and handle refunds/returns quickly and effectively the positive feedback should follow naturally.

Having positive reviews makes shoppers more likely to trust you as a seller, research from 2013 showed that 73% of consumers say positive customer reviews make them trust a business more and 79% trust online reviews as much as personal recommendations. Shopping online can be scary for some people, many shoppers are worried about having a bad experience or ending up with dodgy goods. Every positive review is a reassurance that they’re in safe hands.

The reality is that it can take a while to build up a decent amount of feedback with so few shoppers taking the time to do so. Amazon will send an email to your customers after the date they should have received their order inviting them to leave feedback but you can do your bit to encourage shoppers too. Amazon allows you to send one message to your customer requesting feedback per order. Amazon doesn’t want you to hassle customers with constant messages which is why you are only allowed to send the one. It’s worth taking the time to send out these messages particularly when you are starting out and need to start building up some feedback.

Send an honest message out to your customer, thank them for their order and encourage them to contact you with any queries. Explain that you are a new business and it’s important for you to get feedback to grow your business. A friendly, open and honest message should encourage people to take the time to leave you feedback. Don’t try to bribe the customer into leaving feedback or tell them they can only leave positive feedback as this is not only against Amazon’s rules but it might annoy the customer into leaving negative feedback which you definitely do not want in the early stages.

If you are shipping orders yourself you might wish to include a business card or a thank you note for your customer. You can request feedback this way with instructions on how to do so. Be careful with this though as Amazon do not allow you to include promotional materials etc. in your packages.

There are software solutions designed to help you get more feedback by sending out automated messages to your customers. Make sure you take the time to read about how these work, make sure the process is compliant with Amazon’s terms and conditions so you don’t put your account at risk.


In next week’s post we’ll look at how to handle negative feedback, steps you can take to prevent it and the circumstances under which you can have it removed. In the meantime we’d love to hear about any successful ways you’ve managed to get more feedback, get in touch via Facebook or Twitter.