Analysis of Amazon’s evaluation system: the key differences and impacts of Feedback and Review

In Amazon’s seller management system, there are two independent but important evaluation systems that influence each other: Feedback and Review. These two systems are not only crucial to customer decision-making, but also profoundly affect sellers’ sales performance and account performance. Understanding the similarities and differences between these two evaluation systems will help sellers optimize their services and products, improve user experience, and thereby also promote sales growth.

Feedback

Feedback is one of the important indicators for evaluating seller account performance. After purchasing goods, customers will give feedback on the seller’s service quality based on their shopping experience, including delivery time and customer service. Amazon directly links feedback to the ODR (Order Defect Rate) of the seller account, which means that one-star and two-star feedback will affect the ODR indicator. When the ODR exceeds 1%, the seller’s account will be in danger. Therefore, sellers have the responsibility to continuously improve service quality to ensure good account performance.

The display location of Feedback mainly includes the Performance section of the seller’s backend and the homepage of the seller’s store. Buyers can quickly view Feedback data when entering the store. This system is not only an intuitive reflection of customer evaluations, but also a direct assessment of sellers’ service levels.

Review

Review, also known as “Product Review”, is an evaluation provided by Amazon users for a product listing. Unlike Feedback, Review focuses on the product itself and does not involve factors such as the seller’s service level and delivery time. Therefore, the quality of the Review will not directly affect the seller’s account security.

Any Amazon user with at least one purchase experience can leave a review for a listing of interest, regardless of whether they purchased the item. This means that Reviews not only reflect the popularity of the product, but also have a significant impact on the Listing’s exposure, search ranking, and conversion rate. Reviews will be displayed in each product listing, including the total rating and specific review content, making it easier for customers to make comparisons.

Conclusion

To sum up, both Feedback and Review are core elements in the Amazon ecosystem and have a profound impact on sellers’ operational strategies and customers’ purchasing decisions. Sellers should actively manage these two evaluation systems to improve their competitiveness and customer satisfaction.