Classification of Amazon Seller Feedback


Seller feedback is as important as reviews, as feedback impacts sellers’ ratings and can influence their sales. This is what customers think of a store or a seller. Other customers can learn more about a brand and the level of customer service by reading seller feedback. We are here to tell you what types of feedback are there and to show you Amazon seller feedback examples.


You might know that Amazon updated guidelines say that a shopper who hasn’t bought something worth $5 or more can’t leave feedback on Amazon. eCommerce giant fights against fake reviews. Non-genuine feedback is no good for both sellers and shoppers, as they don’t lead to the best customer experience.

That is true about product reviews, Amazon controls that for the already long time. And what about seller feedback?

Amazon Feedback

Amazon cares about customer experience and loyalty the most. Lots of positive seller feedback increases the chances of getting the Buy Box and getting to the top of search results.

However, this is already a rule that customers are more likely to leave negative feedback than positive. Nevertheless, receiving this type of feedback doesn’t always mean that your business will fall down. On the contrary, negative feedback shows you what should be improved and which areas you should pay attention to.

You might wonder how Amazon calculates seller feedback rating. They take into account all feedback received by a seller over 12 months. Having 95%+ rating increases chances of obtaining the Buy Box. You should do something quickly if your rating is under 90%.


Product Reviews VS Seller Feedback

Many newbies confuse these 2 terms. When looking for a product on Amazon, you can notice several gold stars and the number of reviews for this product.


Let’s start with finding product reviews.

Here is an example from Amazon sold by This book from the Harry Potter cycle has 5-star rating and more than 28K customer reviews.



When you hover your mouse over the stars, Amazon will show you all the reviews the product has. For example, here is what we see for this book:



Customers can find out what most positive and most negative was said about the product.


Seller feedback is more difficult to find, as it is not so obvious. You should select the seller’s name (store name) in the box on the right and go to their page.

Feedback ratings will be right there.



So, this means that people tell other customers about the seller and their service, not some product. There are a lot of different Amazon seller feedback examples, especially positive buyer feedback examples. You can browse and look for more.

Finally, we have come to our today’s topic: 3 types of feedback!


Types of Feedback on Amazon

All sellers strive to receive only positive feedback, but what if not all of it is so good? Here is extensive information about all feedback types with Amazon seller feedback examples.


Positive Feedback

For Amazon sellers, positive feedback is everything. It is always great to know that your products and services are of the highest quality and people notice your care about them. Here are some examples of positive feedback (both product reviews and seller feedback):

  • The case for my phone was delivered just in time, everything was as I expected, the product is of great quality. Many thanks! - 5/5
  • Item was exactly as described, however, I received it a bit later than expected. - 4/5

As you have already noticed, the second review has just 4 stars due to a slight shipment delay, however, this is not critical, as 4/5 can be called ‘positive’ too. These positive buyer feedback examples are wide-spread across Amazon, so you won’t be surprised when finding a review like this.



After 4/5 and 5/5 zone comes 3-star zone. It is ‘neutral’ feedback. Here are buyer feedback examples:

  • The product has come on time - 3/5
  • The case I ordered for iPhone 6 was returned and I got my money back - 3/5
  • I ordered a new item and received a scratched one - 3/5

So, these reviews and feedback may contain just facts or some complaints. You should pay much attention to them, as they may be the key to improving customer experience.


Negative Feedback

Some customers don’t like their experience with brands and stores, so it is not surprising that they write their concerns in reviews. If 3/5 reviews are neutral, 2/5 or 1/5 can be called ‘negative’.

In most cases, people complain about slow shipment or incorrect product descriptions. Sometimes, they write about the product quality and damages.
Here are several examples of negative buyers’ feedback:

  • I am still waiting for my package - 2/5
  • Almost 5 days have passed and my package is not here yet. - 1/5
  • I have received only half of the entire order. Seller gave me USPS number, they say that the seller hasn’t sent my package at all. I want to get my money back and won’t have any business with this store! - 1/5

It is not always that the problem lays on the seller’s side. Sometimes, such situations happen occasionally, but you should be ready for them.

If your customers leave negative product reviews or seller feedback on Amazon, think of what could be done to improve customer experience.



Closing Thoughts

In general, all feedback rating can be scored as:

⭐️⭐️⭐️⭐️⭐️ = Excellent

⭐️⭐️⭐️⭐️ = Good

⭐️⭐️⭐️ = Fair

⭐️⭐️ = Poor

⭐️ = Awful


If you get feedback, respond to it asap. Usually, customers wait for answers in the 24-hour period. Don’t mark messages as they don’t need any response. Write answers even for the positive feedback, tell your customers that you appreciate their choice, show clients that you care about their shopping.

Pay attention to negative feedback as it may contain useful ideas for future improvements. You can also turn unsatisfied clients into brand advocates if you work well with them. In any case, be ready to hold the dialogue.

If you do everything right, you’ll improve your ratings and win the Buy Box!