How Amazon sellers can optimize feedback and ratings to improve store credibility
Seller Rating
Seller rating is one of the important indicators to measure seller service quality on the Amazon platform. It can help sellers discover shortcomings in service and thereby improve customer service quality. The calculation formula for seller rating is as follows:
[ text{Sum of gain and loss points for all orders in the last year} ÷ text{All orders in the last year} = text{Average} ]
This average is the seller’s rating score, and the performance of the seller’s account can be judged based on the range of the average.
Order points deduction
When there is a problem with an order in a certain link, points will be deducted from the order. Different factors have different impacts on the order quality score. If there are multiple issues in an order, the order’s score will only be calculated on the most important factor.
Order bonus points
If the order provides an excellent service to the customer, the order can receive an additional 10 points. But to receive bonus points, certain conditions must be met.
Customer Feedback
Buyer feedback refers to the buyer’s overall evaluation of the seller’s store based on the shopping experience after purchasing the product. Buyers can submit feedback information once for each order. According to the 5-star evaluation system, the feedback information is divided into three levels.
The importance of feedback
Positive feedback has a positive impact on the weight of a seller’s account. Research shows that 79% of people believe online reviews are as important as personal recommendations, and 91% read online reviews when making business decisions. Additionally, positive feedback affects a seller’s chances of winning the shopping cart.
The impact of feedback
From the perspective of the Amazon platform, feedback not only has a great impact on the gold shopping cart, but also affects the seller’s chance of being recommended to customers when all conditions are consistent. From the perspective of off-site traffic drainage, some large deal websites have clear regulations on the feedback star rating and quantity of Amazon sellers. From a customer’s perspective, the quality of feedback can also influence their decision to purchase.
How to get feedback
Passive increase feedback
- Increase the number of uploaded products
- Improve product quality
- Improve product packaging
- Use FBA to process orders as soon as possible and shorten transportation time
Proactively seek feedback
- Place sticky notes in product packages to encourage buyers to leave feedback
- The best time to request reviews via e-mail is 1 to 3 days after the customer receives the product
- Use Amazon Feedback Intelligence Software
Respond to feedback
To respond to 4-star and 5-star feedback, especially to 5-star feedback, sellers can politely reply: “Thank you for the feedback and looking forward to more business with you!”
Remove negative reviews
In order to maintain a 99% positive rating, sellers need to remove feedback below 3 stars. Feedback that complies with Amazon’s negative review removal policy can be removed directly from Amazon; if the problem is the seller’s own, the seller should contact the customer as soon as possible to solve the problem.
How to view feedback
Click the “Customer Feedback” tab on the “Customer Satisfaction” page to view the buyer’s feedback on the order.
Feedback score calculation
The buyer feedback score calculation method is:
[ text{Buyer feedback rating} = frac{text{Total number of positive reviews}}{text{Total number of reviews}} × 100% ]
The total number of reviews is calculated based on the number of reviews accumulated in the last 30 days, 90 days, 365 days, or all time.
Amazon account feedback
Account feedback is different from comments. It is mainly the buyer’s evaluation of the store. Good feedback not only improves your store’s reputation, but also helps you stand out from the competition. Buyers can see the seller’s feedback by clicking on the seller’s name on the product details page.
Summary
Seller ratings and buyer feedback are two important evaluation indicators on the Amazon platform. They not only affect sellers’ performance on the platform, but are also directly related to customers’ purchasing decisions. Therefore, sellers should actively optimize these two indicators to improve the overall performance of the store.