Seller feedback is one of the most underrated performance metrics on Amazon. Many sellers focus heavily on product reviews, but forget that their overall seller rating is also a key factor in how customers perceive their business. Seller feedback influences account health, Buy Box share, and long term trust. It is a signal that tells both Amazon and shoppers whether your business delivers on its promises.
Despite its importance, most Amazon sellers do not have a structured process in place for collecting feedback. As a result, only a very small percentage of buyers leave seller feedback unless prompted. This is where automation becomes essential.
What Seller Feedback Actually Measures
Unlike product reviews, seller feedback reflects a buyer’s experience with the seller rather than the product. Feedback evaluates factors such as:
• Speed of dispatch
• Packaging accuracy
• Customer service quality
• Whether the order arrived as described
• Problem resolution
Amazon uses this data to determine seller reliability.
A strong seller feedback score signals that you run a dependable operation. A weak score signals risk.
Why Seller Feedback Matters For Amazon Sellers
Seller feedback impacts Buy Box eligibility
Amazon has confirmed that seller rating and overall delivery performance are factors in Buy Box rotation. Sellers with strong feedback are rewarded with higher Buy Box share.
In competitive categories, even a small dip in seller rating can reduce your Buy Box percentage significantly.
Seller feedback affects customer trust
According to multiple ecommerce studies, more than eighty percent of shoppers check seller ratings before purchasing from a non FBA or third party seller. Even FBA sellers benefit from strong feedback because it signals professionalism and reliability.
Seller feedback protects account health
Seller feedback contributes to key Amazon metrics such as:
• Order Defect Rate
• Cancellation Rate
• Late Dispatch Rate
If feedback trends downward, it can trigger warnings or even account restrictions.
Seller feedback identifies operational issues
Consistent feedback complaints highlight problems you can fix, such as:
• Packaging errors
• Poor labelling
• Slow dispatch processes
• Incorrect product variations
• Supplier quality issues
Feedback becomes a direct line of insight from your customers.
Higher feedback volume stabilises your score
Amazon weights recent feedback more heavily than older feedback. A single negative rating can disproportionately impact sellers with low feedback volume.
The solution is consistent feedback generation.
The Statistics Behind Seller Feedback
A variety of industry wide studies show how important seller feedback remains:
• Less than five percent of Amazon buyers leave seller feedback unless prompted.
• A seller rating below 95 percent significantly reduces Buy Box share.
• A seller rating above 98 percent increases customer trust and improves conversion rates for FBM sellers.
• Negative seller feedback is responsible for a high percentage of Order Defect Rate warnings, particularly for new sellers.
• Amazon internally considers a seller with less than thirty days of feedback activity as lacking performance history.
Most importantly, the data shows that sellers who request feedback consistently receive three to five times more feedback than those who do not.
Product Reviews And Seller Feedback Work Together
Product reviews influence ranking and conversion.
Seller feedback influences reliability and Buy Box access.
Both are essential for scale.
Many Amazon sellers mistakenly believe they are separate processes. In reality, the most efficient way to build both is through Amazon’s official Request a Review system.
How Amzigo Helps Sellers Build Strong Seller Feedback
When Amzigo sends a Review Request for an order, it triggers Amazon’s official Request a Review message. This message includes:
• A product review request
• A seller feedback request
Both are contained in a single compliant communication sent directly by Amazon.
There is no custom text, no risk of violating communication rules, and no manual effort.
Every order becomes an opportunity to increase both product reviews and seller feedback, which strengthens your seller reputation across the catalogue.
The benefits of automated feedback requests with Amzigo
• Ensures every eligible order receives a request
• Improves feedback consistency
• Reduces the risk of isolated negative feedback impacting your rating
• Strengthens Buy Box rotation through better seller metrics
• Builds long term trust with future buyers
• Complements your overall Amazon performance strategy
The key is consistency. Without automation, most sellers send very few requests. With Amzigo, the process happens automatically every day.
How To Improve Seller Feedback Beyond Requests
Maintain excellent dispatch performance
Ship orders on time, avoid late dispatches, and update tracking immediately.
Improve packaging accuracy
Feedback often drops when buyers receive wrong items or damaged items.
Resolve customer issues quickly
Responding fast to customer messages lowers the chance of negative feedback.
Review feedback trends monthly
Any recurring themes should be addressed with suppliers or fulfilment teams.
Use FBA where possible
Fulfilment by Amazon can dramatically reduce issues related to delivery performance.
Key Takeaway
Seller feedback is a critical part of a successful Amazon business. It influences Buy Box rotation, customer trust, and overall account health. Yet most sellers do not receive enough feedback simply because they do not ask for it consistently.
Amzigo solves this by automating Amazon compliant review and feedback requests, ensuring every order contributes to strengthening your seller profile. Over time this creates greater stability, stronger metrics, and better visibility across your listings.
A strong product and a strong seller rating together create the foundation of long term success on Amazon.
