On a platform that has so much competition, you constantly need to stay on your toes and tread carefully. As an Amazon seller, that includes maintaining engagement and a high-feedback rating. Product reviews will attract more audience to your page, which will churn in more customers, in return. This is vital in e-commerce because a vast majority of the audience interested in buying your product will first look for reviews so as to judge how previous buyers received your product, whether it met their expectations or not, whether the product was true to the description and images you advertised, the quality and the list goes on. By scanning feedback ratings on Amazon seller profiles, buyers are able to determine which seller is the most reliable and efficient. Almost always, the buyer will prefer to give their business to the vendor with the stellar ratings, especially if they’re choosing between listings around a similar, competitive price range.
Reviews can make or break your sales. A single negative review can outweigh the five positive reviews you have on your page, ultimately tarnishing your sales. Negative feedback decreases the chances of winning the Buy Box; the box on a product detail page that permits the customer to feature the item to their handcart, instantly, resulting in your Amazon selling privileges being revoked.
Amazon measures an Order Defect Rate (ODR) as its seller performance criteria, which is the percentage of your orders that have received feedback along with other poor customer reactions.
One and two-star ratings fall under the category of feedback. However, Amazon only considers four and five-star ratings to be positive; any feedback that’s 3 stars or less is considered beneficial. Amazon is transparent about having an ODR of more than 1% could result in losing seller privileges, meaning that sellers who have 1% of orders with one or two-star ratings could potentially have their seller privileges removed.
As a seller, you’re also a customer for something or the other so always put yourself in the buyer’s shoes before you even launch your product to avoid as many upset customers as possible. You’ve probably heard the phrase, “the customer is always right”. This is the time to implement that phrase – build customer relations by having a sturdy customer service team. If you’ve received a negative review from a buyer, address it immediately. Reach out to the buyer and ask about the difficulties they faced while obtaining your product or service. If the problem at hand can be fixed, attempt to fix it, according to your seller policy. After leaving the customer satisfied, politely ask them to take down their review. Nine times out of ten, they’d not only be willing to remove their negative review but also replace it with a positive one.
Do NOT offer your customers a refund in exchange for feedback removal – this is often strictly against Amazon’s rules and you can even wind up having your seller account suspended.
Instead of the sellers throwing refunds out left, right and Centre, Amazon’s port-of-call is for sellers to take out the time to acknowledge, understand and address problems properly. Instead of immediately inviting feedback removal, reach out to the customer with an apology and probable concepts for resolving the difficulty. If you immediately invite feedback removal, you’ll give the customer the notion that you’re only interested in improving your ratings, it’s their review that bothered you and that you don’t actually care about their problem – and if that’s the case, they most probably won’t remove their feedback. Await their response before requesting feedback removal.
Amazon provides customers with the facility of getting rid of their seller feedback. However, you’ve gotta be on your tiptoes and address the problem as soon as possible because Amazon gives a 60-day window for the removal of feedback. If you procrastinate, you’ll end up missing out on that window of opportunity.