Tips for Improving Your Feedback on Amazon


Over 90% of Amazon buyers typically fail to leave feedback. Having said that, Amazon customers with a negative experience are more motivated to leave feedback. Every seller should have a strategy for getting more feedback on Amazon. Here are some of my best tips to help improve your feedback on Amazon.

Convert to FBA — One of the biggest tips I can give you to improve feedback is to sell through FBA.  It is a fact that FBA sellers on average have better feedback scores than merchant fulfilled sellers.  One big reason for that is if an item is shipped or received late or in damaged packaging, Amazon will take responsibility for the feedback and remove it from your score.

Use a Feedback advisory service – There are several third-party companies that integrate with the Amazon API and actively send out email messages through the Amazon system to actively solicit feedback.  I have used two of the most well known – Feedback Genius and Feedback Five.  Both of them are excellent.

The key to making the service successful is the content of the email that goes out.  Here is the text of the email that I use:

Thank you again for your order of “[[product-link]]”.

[[order-link:View Order on]]

The available tracking information shows that your item was delivered.

When you receive your item, please take a moment to verify that everything is perfect. If anything whatsoever is wrong, or if there is any reason that you wouldn’t rate this as a 5-star experience, please [[contact-link:let us know]] right away and we guarantee to make it right. If there is anything wrong with your order, send us your phone number and we will be happy to call you on our dime.

If everything looks fine, we’d appreciate it if you could take a few seconds to click the link below and rate this transaction.

[[feedback-link:Leave Feedback for Summerdale House]]

Thank You
Skip & Karen McGrath

The text inside the brackets automatically creates hyperlinks in the email the customer can click on and go right to your order.  Please feel free to copy my email for your use if you want to or create your own.

Actively Attempt to Fix Feedback – Look, it’s going to happen.  We all get the occasional neutral or negative feedback that was our fault.  In some cases, the feedback is completely undeserved or caused by something beyond your control. But when this happens it is critical that you not argue the point.  Whether it is my fault or not –When this happens to me I immediately email the customer as follows:

Dear ___________

I just saw your feedback comment and wanted to apologize for the poor buying experience.  We are small sellers on Amazon and our feedback is important to us.  I know it cannot make up for the frustration and inconvenience you suffered, but by way of apology I would like to send you a $10 Amazon Gift card to help make up for the experience in a small way.  So please watch your email for your gift card, which should arrive shortly.

Skip & Karen McGrath

Summerdale House on

Notice in the email I did not ask for, or mention removing the feedback in exchange for the card..  If you make an offer of any kind in exchange for removing feedback, that is a violation of Amazon policy and can get your account suspended.  Instead what I do is wait a couple of days (or sooner if the person replies to my email, which usually happens) and then I send something along these lines:

Dear ____________

I see that you received your gift card (you know this because Amazon sends you an email saying its been delivered) and wanted to reach out to you with a request.  Since we are small independent sellers our feedback is critical to our business.  I was not able to fix the underlying problem so I sent you a gift card by way of apology.  Therefore, I am wondering if you would consider removing or changing your feedback comment.  If you agree it only takes about one minute to do so.  Here are the instructions:

Go to

Under “Personalization,” in the “Community” column, click “Seller Feedback Submitted By You.”

A list of all of the feedback left by you will be displayed. Click the “Remove” link next to the feedback would like to remove or change.

Every once in a while the customer simply takes the gift card and ignores you, but most of the time this does work and the customer changes the feedback.  I find this works about 90% of the time.

Understand and USE the Amazon Feedback Removal Service — As a general rule, Amazon does not remove buyer feedback even if it is unwarranted or the issue has been resolved. For more information about resolving and responding to buyer feedback, see Using the Feedback Manager.

Amazon will, however, remove feedback  in the following cases:

  • The feedback includes words commonly understood to be obscene or profane.
  • The feedback includes seller-specific, personally identifiable information, including e-mail addresses, full names, or telephone numbers.
  • The entire feedback comment is a product review.  (completely about the product — and not related to your service).For example:

The Be-sharp Knife sharpener was delivered slowly and lacks the sharpness and speed of other sharpeners

This feedback comment mentioned your service is only partly a product review.  This feedback would not be removed:

 The Be-sharp lacks the sharpness and speed of other sharpeners.

  • This comment is about the product only and would be removed by Amazon.

For orders shipped by FBA – such as. “The item was poorly packaged and arrived late.”

  • The entire feedback comment is regarding fulfillment or customer service for an order fulfilled by Amazon. Feedback reviewed and determined to be relating explicitly to fulfillment and customer service for an order fulfilled by Amazon will not be removed, but a line will appear through the rating with the following statement:

This item was fulfilled by Amazon, and we take responsibility for this fulfillment experience.

Amazon strongly suggests that you work with buyers to resolve negative feedback. However, if you believe that the feedback you received meets any of the criteria above, just go to Feedback Manager and click on the feedback at issue. Follow the instructions that pop up to fix –or address – the feedback. Amazon will evaluate the feedback and make a decision whether to remove the feedback. If the feedback was due to a product review, or FBA issue, this will often happen immediately.

So, bottom line, use all these strategies and you will see your feedback score improve in both total numbers of feedback and positive feedback percentage.

Leave a Reply

Your email address will not be published. Required fields are marked *