There are few things as crucial to your Amazon business as your Seller Feedback rating.
Buyers use this rating to judge you against other sellers. If the rating is neutral or low, there are good chance shoppers won’t trust your business and make a purchase.
Beyond building buyer trust, your Seller Feedback rating is considered by Amazon’s algorithms to measure your performance—and whether your products should be more or less visible. The marketplace is more likely to place products in the Buy Box and rank them higher in search if their seller has high feedback.
Affecting how both Amazon and shoppers view your business, the Seller Feedback rating has a huge impact on whether your sales grow or plummet. At the same time, positive feedback is challenging to collect due to both resistant buyer psychology and Amazon’s marketplace restrictions.
We’ll cover these obstacles and explain how to overcome them with ways to collect positive feedback. With a higher rating, you’ll improve both shoppers’ and Amazon’s perspective of your business to help you boost your sales.
Why Positive Feedback Is Hard to Collect
Even if you’re doing everything right as an Amazon seller—you’re delivering on time, you resolve customer issues quickly—your rating might not be as high as you’d expect. Collecting positive feedback is difficult for a few key reasons.
According to psychologists, our brains are more focused on negative events than positive ones. Some argue that this is an evolutionary development—we’re more attuned to negative threats as a mechanism for survival.
With this negativity bias, Amazon shoppers are more likely to leave negative reviews than positive ones. According to Zendesk, shoppers are 15% more likely to share their negative customer review on social media than their positive feedback. The negative experience clearly has a stronger impact on the shopper. Feeling mistreated, they’re seeking some sort of a response—either an apology, possibly reimbursement, or maybe just reactions from other shoppers.
After a positive experience, though, buyers aren’t motivated to take action because everything is already going well. Why ruminate over the positive experience and leave feedback when there’s nothing left to be done? With this psychological tendency, you have to give shoppers an extra push to encourage good reviews.
Here’s the caveat: Amazon limits the ways you can request feedback from shoppers.
To preserve the authenticity of reviews, the marketplace restricts sellers from incentivizing positive ratings. Here’s their official rule on requesting feedback:
You may request feedback from a buyer, however, you may not pay or offer an incentive to a buyer for either providing or removing feedback.
With this rule in place, you can’t offer free samples or any sort of compensation in exchange for positive feedback. Shoppers’ ratings depend on the quality of the customer experience.
Likewise, Amazon doesn’t permit sellers to request specific types of feedback or actions on feedback—all requests must be neutral.
You may ask buyers to write a review in a neutral manner, but you may not ask for positive reviews, ask for reviews only from buyers who had a positive experience, or ask a reviewer to change or remove their review.
Between these restrictions and buyers’ negativity bias, collecting positive feedback is challenging as an Amazon buyer. You have to create shopping experiences that are stellar and seem remarkable enough for customers to leave a great rating.
How to Get More Positive Feedback
Getting positive feedback on Amazon requires a hybrid of tactics: You persistently yet gently request input from buyers while also doing everything to provide excellent customer service. Ideally, the latter strategy naturally encourages great seller ratings—your outstanding service sticks out enough to buyers to warrant a review. Realistically though, you should also have a system for reminding customers about feedback in case they don’t remember to leave a rating.
Combining both requests and high-quality customer service, here are six ways to get more positive feedback from Amazon buyers.
Email customers about feedback
Buyers with good shopping experiences are less motivated to leave reviews, so it’s helpful to give them an extra nudge with a request to leave feedback.
Amazon already technically asks buyers for feedback on their orders after they’re delivered, but the messages are impersonal. With a generic feel, these emails are easy to ignore as a shopper.
Instead, it’s better to send your own unique message through Amazon’s seller Messaging Service. Communicating with the shopper yourself not only gives you more control over feedback reminders but also adds a personal touch to your business that Amazon shoppers appreciate.
Here are three suggested messages for requesting feedback from buyers:
One email thanking them after they’ve placed their order.
Don’t request feedback just yet—use this email to let the customer know that you are there to help if they have any issues.
One email two days after delivery to request feedback.
Reiterate that you’re there to help if there are any product issues, ask in a neutral way for their feedback, and provide a link where they can leave a seller rating.
Not sure what to include in these messages? You can find templates for requesting feedback here.
Beyond exact wording, here are general suggestions for crafting these messages in a way that delights buyers:
Keep your message brief.
Anything beyond four to six sentences will probably lose buyers’ attention.
Stay courteous and helpful.
Be sure to express that you hope they had a good experience, and ask them to reach out if they experience any issues. Otherwise, your feedback request will seem self-interested and detract shoppers.
Don’t offer incentives; use a neutral tone.
Violating these rules could result in your message being reported to Amazon by buyers.
Don’t send more than two emails.
Sending more will annoy buyers and make them more likely to unsubscribe from your messages (yes, they can do that).
Be personable and be yourself.
Adding your brand logo, including unique fonts, and signing off with your name are ways to make your email feel a bit more human. These touches are rarely seen on Amazon’s corporate marketplace, so they can leave an extra-powerful impression on shoppers, helping them feel more connected with and trusting of your business.
Sending these email requests in the right fashion—courteously, quickly, not too frequently—will give buyers the extra push they need to leave positive feedback.
Automate email requests
Using Amazon’s Buyer-Seller Messaging Service for every feedback request might not seem too time intensive when your business is just beginning. Perhaps you’re selling only a few products, so you have the time to write each email.
But as your Amazon business grows, personally sending each message will become a time sucker. Instead, it’s more efficient to use an automatic feedback-request service. These platforms connect to your Amazon account so that reminders to leave feedback can be automatically sent to buyers.
Here’s a roundup of some of the top automatic feedback services:
Features: You customize the timing and frequency of soliciting feedback.