In a 2016 FBA survey, 43% of sellers were concerned about negative feedback or Amazon reviews from customers, but that drops to 26% for $1M+ sellers. PL sellers were more concerned about other sellers maliciously leaving negative feedback (51% compared to 31% of all sellers) and other sellers copying their items (41% compared to 26% of all sellers).
Amazon relies heavily on user trust – a key metric they value dearly:
“Customer satisfaction is one of the most important performance measures we use to determine how well you are doing as a seller on Amazon. The Customer Metrics page provides reports that give you greater insight into how you are doing with respect to customer satisfaction.”- Amazon
Since Amazon has stopped Incentive Reviews program and introduced Early Reviewer Program(ERP), sellers' best bet is to give customers a great shopping experience (including aspects like product price, clear and informative customer communication and shipping reliability) so they want to vouch on their own. Product reviews are getting all the attention of late, but what about seller feedback? The two are completely separate but often confused.
Seller Feedback plays a major role when deciding to award the BuyBox. This has resulted in a rise of using feedback tools to analyze and improve upon the data. In e-commerce, an unhappy customer is more likely to leave feedback than a happy one. However, receiving negative feedback doesn’t always have to be a bad thing. It could be an opportunity for sellers to improve an area of business where they are weak and provide a better customer experience.
PL sellers will be determined to have 4 or 5-star reviews for their products since more positive reviews will lead to more visibility on Amazon which leads to more sales. By using ERP to get more product reviews, excellent service so that buyers will leave a seller feedback and constantly monitoring negative product reviews, solving and requesting Amazon to remove them, sellers can optimize their product review section in order to have more sales.
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