Amazon's philosophy has always been "focusing on products, not stores". In order to constrain sellers to provide high-quality products and services during the sales process on the platform, Amazon has developed two evaluation systems: Feedback (buyer feedback) and Review (product review) to measure sellers' products and services.
Regarding Reviews, last week we shared: Amazon products don’t have 5-star reviews? These few tips will solve it! This time, let’s talk about some practical tips on Feedback. How does the rating calculation work? How do sellers handle negative feedback?
Feedback score is calculated as:
Ratio of good/average/bad reviews = total number of good reviews/total number of reviews*100%
The total number of reviews here is calculated based on 30, 90, 365 days or cumulatively. There is a saying in the industry that the number of feedbacks from a store in 30 days can be used to estimate the store's daily orders, that is, the daily order volume is about 4 to 5 times the number of feedbacks in 30 days.
For sellers, if a product has more than 5 natural feedbacks every day, they can increase the sales of the product in a timely manner. After all, the more sales, the more feedback, and vice versa. However, the feedback of some products in different time periods of the year may vary slightly due to the holiday characteristics of the products, popularity, etc.
In addition, when selecting reference stores for distribution, we can pay attention to those stores that have thousands of feedback growth every month. On the contrary, we can give up on those stores that only have 10-20 feedback growth every month. Because the number of feedback is not only an indicator of sales volume, but also reflects whether the store is growing healthily.
It should be noted that in order to attract sellers’ attention to its services, Amazon has deliberately linked Feedback directly to the ODR (Order Defect Rate) shown in the seller’s account.
One-star and two-star feedback are directly counted into ODR, and the quality of ODR directly determines the safety of the seller's account. When an account's ODR index exceeds 1%, the account will be in jeopardy. That is to say, there can only be one one-star or two-star out of a hundred feedbacks. However, for a store that has just placed orders and has not accumulated enough feedback, a bad feedback is enough to be fatal.
Sellers can rest assured if they receive 4-star or 5-star feedback, but sellers should start to remove products anxiously if they receive less than 3 stars. There are two ways to remove Feedback: contact the customer and ask them to remove it after solving the problem; ask Amazon Seller Help to remove it.
The first step when receiving negative feedback is for the seller to analyze whether the review is caused by problems with the product itself or the service. If it is completely unrelated to the seller’s service, in some cases it can be deleted without contacting the customer;
Comments containing personal attacks and abusive language
Disclose the seller’s or buyer’s personal information, such as email, phone number, name, etc.
A review that focuses entirely on the product and does not mention the seller's service
Complain about logistics issues to sellers using FBA logistics services
If the problem is related to the customer's own use, you can also ask Amazon to remove it directly. The seller needs to briefly state "the negative feedback is not caused by me" in the Additional information of the removed feedback to "exonerate" himself. If the removal is not successful, then Report A Violation or Make A Suggestion through other means. If it still cannot be removed, try opening a case with Amazon and continue with a sharp "excuse" statement.
Of course, if it is the seller’s problem, communicate with the buyer in time to modify the negative review or delete it directly. This approach should still be preferred.
Feedback Notes
✦Consumers can submit one and only one feedback three days after confirming the order. The feedback can be modified later but cannot be filled in a second one.
✦Buyers can provide feedback within 90 days, but the removal period is within 60 days. If the buyer does not leave feedback, Amazon will send a feedback reminder within two days after the deadline, or within 22 days of the order being placed.
✦The seller also has one and only one opportunity to submit a reply to the seller's feedback. It can be deleted but cannot be edited again.
✦If the buyer deletes or modifies their feedback, the seller's response will also be deleted.
✦If the buyer modifies their feedback, the seller can submit a new response.
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This is the end of the information about Feedback in this issue. If you want to get more information about Feedback, please pay attention and we will continue to answer your questions~
