This data mainly reflects the after-sales situation, including refunds, returns, and claims. Through this data, we can know whether the user experience is good and whether the seller has done a good job in after-sales and customer service. The relevant data includes the following.
Number of refunded items (Units Refunded): The number of items that the seller was asked to refund during a specific period of time, that is, the number of returns.
Refund rate (Refunded Rate): The proportion of refunded items during a specific period of time. The calculation formula is as follows.
Refund rate = number of refunded items/number of ordered items × 100%
Number of feedback received (Feedback Received): The total number of feedback left by verified purchasers received by the seller during a specific period of time, including positive and negative reviews.
Number of negative feedback received (Negative Feedback Received): The number of negative reviews left by verified purchasers received by the seller during a certain period of time, including 1-star and 2-star negative reviews. The fewer negative reviews, the better.
Received Negative Feedback Rate: The ratio of negative reviews to the total number of feedbacks, that is, the number of negative feedbacks received divided by the total number of feedbacks received.
Approved Amazon Marketplace Transaction Guarantee Claims (A-to-Z Claims Granted): Buyers who are dissatisfied with the seller’s products or services are likely to initiate an A-to-Z claim, which will be counted once it is established. A-to-Z claims have a negative impact on sellers, and sellers should try to avoid A-to-Z claims.
Claims Amount: The amount of the claim filed by the buyer. Of course, the smaller the amount, the better.
If the seller’s after-sales and customer service are good, the number of returns, refund rate, and negative feedback rate will be relatively low.