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This article applies to selling in: United States

Improve your feedback rating

Positive buyer feedback improves your Feedback Rating, and good feedback often starts with a good buyer experience. Visit the Feedback Manager to see your most current feedback and ratings.

If you receive negative feedback, you should try to determine the cause of the problem and work toward a resolution.

To learn more, see Resolve or respond to buyer feedback.

If you're concerned about incorrect feedback, see What can I do about incorrect negative feedback?

Buyers can remove feedback, but it is at their discretion. For more information, see When buyers want to remove feedback.

Note: You can't offer discounts or other kinds of incentives in exchange for positive feedback or the removal of negative feedback. See Prohibited seller activities and actions for more information.

Best practices

This table outlines the best practices for identifying and resolving potential problems that can lead to negative feedback.

Problem Possible Causes Solutions
Stock-out Inventory is not available
  • Do not list backordered items.
  • Maintain a minimum threshold of inventory.
  • Remove offerings that are consistently out of stock.
Inventory quantity is not accurate
  • Send inventory update feeds as frequently as orders arrive from non-Amazon channels, up to every 15 minutes.
  • Ensure that you process Amazon orders quickly.
  • Set aside dedicated inventory for Amazon orders.
  • If you use text files, you can simplify inventory updates by setting update-delete to partial update, and then use only the SKU and quantity data. The rest of the columns can be left blank.
Drop-shipper inventory isn't up to date
  • Monitor availability and ship times closely.
  • Synchronize your back-end systems to monitor availability and ship times.
Late shipment Product takes longer to ship than promised
  • If you use text files, set an accurate lead-time-to-ship for each SKU.
  • If you use the Add a Product feature, use the handling time field for this purpose.
  • If you use XML, use the fulfillment latency element.
  • Notify buyers of any errors as early as possible, and cancel the product or order by default.
  • Upgrade automatically to an expedited shipping method if you're shipping an order late.
  • Remove offerings that are consistently shipped late.
Buyer missed shipment notification
  • Send tracking information with your fulfillment feed.
Messy or complicated return Your return policy restricts full refunds before 30 days
  • Provide full product refunds for a standard 30-day period.
Your returns policies are complicated, vague, or burdensome
  • Rigorously review and clarify the language of the returns policy in your online Amazon Help pages.
  • Streamline and simplify complex returns processes wherever possible.
Product not as described Product image doesn't accurately depict its features
  • Provide clear images at the maximum allowed image size.
  • Offer multiple views of a product for thoroughness and accuracy of detail.
The size or material is different than expected
  • Provide custom sizing charts.
  • Fully fill out the description and product dimension fields.
Wrong size or wrong product Incorrect product shipped
  • Check your packing, picking, and shipping processes for issues that cause errors.
  • Check that your SKU matches to the right product on Amazon.
Product quality Buyer not satisfied with product quality
  • Describe your product carefully. Don't use phrases like "high-quality" for a product whose best attribute is its low price.
  • Remove products that consistently cause negative feedback.
  • Include usage instructions on the product detail page and in shipment.
Customer service issue Buyers can't reach your customer service department
  • Make sure that your customer service phone number and email address are correct in your online Amazon Help pages.
  • Use short, easy-to-type email addresses for customer service.
  • Adjust your spam filter to ensure that incoming buyer messages are not categorized as junk.
Buyers aren't getting timely responses
  • Acknowledge every phone call and email within 24 hours.
Inaccurate feedback Happy buyers aren't motivated to leave feedback
  • Send the buyer no more than one polite request for feedback after the shipment has been received.
Incorrect feedback
  • Contact buyers with no more than one polite request to remove the feedback after resolving their problem.
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