Negative feedback on Amazon can be a challenge for any seller. It can affect your performance metrics, impact your ability to win the Buy Box, and ultimately reduce your sales. Amazon’s system is designed to give customers a voice, but sometimes negative feedback is unjustified, unfair, or violates Amazon’s guidelines. Fortunately, Amazon provides a process for appealing negative feedback, and in some cases, you can have it removed.
In this comprehensive guide, we’ll walk you through everything you need to know about appealing negative feedback on Amazon. We’ll cover the types of feedback that can be appealed, how to submit an appeal effectively, and best practices for managing and preventing negative feedback in the future.
Understanding Amazon’s Feedback System
Before diving into the appeal process, it’s important to understand how Amazon’s feedback system works. There are two types of feedback that customers can leave:
- Product Reviews: These are related to the product itself—its quality, functionality, and whether it met the buyer’s expectations. Product reviews appear on the product page and are generally not eligible for removal unless they violate Amazon’s guidelines (e.g., abusive language or promotional content).
- Seller Feedback: This feedback relates to the seller’s performance, such as shipping speed, packaging, and customer service. Seller feedback appears on your seller profile and directly affects your overall rating and account health.
It’s crucial to differentiate between product reviews and seller feedback because only seller feedback can be appealed and potentially removed. If a customer mistakenly leaves a product review as seller feedback, you can request its removal.
Amazon’s Guidelines for Removing Negative Feedback
Amazon’s policies for removing negative feedback are strict, and they only remove feedback under specific circumstances. Here are the most common reasons Amazon may remove or strike through negative seller feedback:
1. Product Reviews Left as Seller Feedback
If a customer leaves a product review as seller feedback (e.g., commenting on the quality or functionality of the product itself rather than your service as a seller), you can request Amazon to remove it. Product reviews should not appear in the seller feedback section.
2. Inappropriate or Offensive Language
If the feedback contains inappropriate language, slurs, or any form of abusive content, Amazon will remove it. Amazon has a zero-tolerance policy for such language.
3. Shipping Issues Caused by Amazon Fulfillment
If you use Fulfillment by Amazon (FBA) and the negative feedback is related to delivery issues or packaging, Amazon will not remove the feedback entirely but will add a note indicating that the fulfillment was handled by Amazon. This note helps reduce the impact of the negative feedback on your seller rating.
4. Promotional Content or Solicitations
Feedback that contains promotional content, such as advertising another product, website, or seller, violates Amazon’s guidelines. If you encounter this type of feedback, Amazon is likely to remove it upon request.
Steps to Appeal Negative Feedback on Amazon
If you’ve received negative feedback that meets the criteria mentioned above, you can follow these steps to appeal the feedback and potentially have it removed.
Step 1: Review the Feedback
The first step is to carefully review the feedback you received. Determine if it falls into one of the categories that Amazon considers for removal:
- Is the feedback about the product rather than your service?
- Does the feedback contain inappropriate or offensive language?
- Is the feedback related to an FBA shipping issue?
- Does the feedback contain promotional or irrelevant content?
If the feedback fits one of these criteria, you have grounds to appeal it.
Step 2: Request Feedback Removal Through Amazon Seller Central
Once you’ve identified that the feedback meets Amazon’s removal criteria, the next step is to submit a removal request through Amazon Seller Central. Here’s how to do it:
- Log into Amazon Seller Central: Access your seller account using your credentials.
- Navigate to the Feedback Manager: Go to the Performance tab and select Feedback. This will bring up a list of all the feedback you’ve received.
- Locate the Negative Feedback: Find the specific feedback you want to appeal and click on the Actions button next to it.
- Select ‘Request Removal’: Amazon will review the feedback and, if it meets their criteria, remove it or strike through the text with an accompanying note.
Step 3: Monitor the Status of Your Request
Amazon typically reviews feedback removal requests within 48 hours. You can monitor the status of your request through the Feedback Manager in Seller Central. If the feedback is removed, you’ll receive a notification confirming the action. If Amazon decides not to remove the feedback, you can still take other steps to minimize its impact.
What to Do if Amazon Denies Your Request
Sometimes, Amazon may reject your request for feedback removal. If this happens, don’t panic. Here are some additional steps you can take:
1. Respond to the Feedback Publicly
Amazon allows sellers to leave a public response to customer feedback. This is your opportunity to address the feedback professionally and show potential buyers that you care about customer satisfaction. When responding, keep these tips in mind:
- Be Professional: Always maintain a professional tone, even if the feedback feels unfair.
- Acknowledge the Issue: Acknowledge the customer’s concern and express your commitment to resolving it.
- Offer a Solution: If appropriate, offer a solution or invite the customer to contact you directly to resolve the issue.
By responding professionally, you can demonstrate your dedication to customer service, which may help mitigate the impact of the negative feedback.
2. Contact the Customer Directly
If Amazon denies your removal request, you can reach out to the customer directly through Amazon’s messaging system. Politely ask if there’s anything you can do to resolve the issue and request that they consider revising or removing their feedback.
Important Notes When Contacting Customers:
- Be Polite and Courteous: Always be respectful, even if the customer’s feedback seems unfair.
- Do Not Offer Incentives: Amazon strictly prohibits offering incentives in exchange for feedback removal. Violating this policy can result in account suspension.
3. Improve Your Performance Metrics
While you may not be able to remove every piece of negative feedback, maintaining strong overall performance metrics can help offset the impact of isolated negative comments. Focus on improving the following key areas:
- Order Defect Rate (ODR): Keep your ODR low by addressing customer concerns promptly and minimizing issues like cancellations or returns.
- Late Shipment Rate: Ensure orders are shipped on time to reduce complaints about delays.
- Customer Service: Provide excellent customer service by responding to inquiries quickly and professionally.
By maintaining high performance standards, you can improve your overall seller rating and minimize the impact of occasional negative feedback.
Best Practices for Preventing Negative Feedback
While appealing negative feedback is important, the best strategy is to prevent it from happening in the first place. Here are some best practices to help you minimize negative feedback and build a strong seller reputation:
1. Offer Accurate and Detailed Product Descriptions
One of the most common reasons for negative feedback is when customers receive products that don’t match their expectations. To prevent this, ensure that your product listings are accurate and detailed. Include high-quality images, dimensions, material information, and any other relevant details that customers may need to make an informed purchase.
2. Use Amazon FBA for Reliable Fulfillment
If you struggle with shipping issues, consider using Fulfillment by Amazon (FBA). With FBA, Amazon handles your order fulfillment, packaging, and shipping. By using FBA, you reduce the likelihood of shipping-related complaints, and if any issues do arise, Amazon may take responsibility.
3. Maintain Clear and Responsive Customer Communication
Clear communication with customers is crucial for preventing misunderstandings and complaints. Respond promptly to customer inquiries and address any issues as soon as they arise. This proactive approach can help prevent negative feedback from being left in the first place.
4. Package Products Securely
Ensure that your products are packaged securely to prevent damage during shipping. Packaging plays a crucial role in customer satisfaction, so take extra care when preparing orders. For fragile or delicate items, use appropriate packing materials and double-check that the product is secure before shipping.
5. Monitor Performance Metrics Regularly
Amazon’s Account Health Dashboard provides real-time insights into your performance metrics, including your Order Defect Rate (ODR), Late Shipment Rate, and customer feedback. Monitoring these metrics regularly can help you identify potential issues early and take corrective action before they impact your account health.
6. Encourage Positive Feedback Through Excellent Service
While Amazon prohibits incentivizing reviews, you can still encourage positive feedback by providing exceptional customer service. When customers have a great experience, they are more likely to leave positive feedback. Consider following up with customers after they receive their orders to ensure they are satisfied and offer support if needed.
Conclusion
Dealing with negative feedback on Amazon can be challenging, but understanding how to appeal feedback and prevent it in the first place can help you protect your seller reputation and maintain strong performance metrics. By following Amazon’s guidelines, staying proactive, and providing excellent customer service, you can minimize the impact of negative feedback and build a successful and compliant Amazon business.
If you need expert assistance managing your Amazon account or appealing negative feedback, Marketplace Valet is here to help. Our team specializes in Amazon marketplace management and can provide the guidance and support you need to succeed on Amazon. Contact us today to learn more!