When should you remove negative feedback on Amazon?

 

Getting negative feedback on Amazon can be a frustrating experience. You, as a seller, spend a ton of time finding the right product, listing it, maybe sending it to FBA even, and now you have an unhappy buyer.

So what do you do?

Amazon does have some ways for you to remove negative feedback. Still, there are rules, and not every situation may warrant attempting removal.

What are the rules for removing negative feedback?

Let’s start by describing what feedback is meant to do vs. what it is not. Feedback is intended for buyers to critique the buying experience with the seller and explain any problems with customer service, fulfillment, or item condition. Feedback is NOT for a product review—the actual review of a product’s efficacy, style or use. That’s what product reviews are for!

So, when does Amazon remove buyer feedback? The most common scenarios are:

• The feedback is abusive or threatening
• It is a product review
• It is for the wrong order, for an entirely different seller
• A buyer is promoting another brand or company
• A buyer exposes the personal information of another person
• A buyer leaves a negative rating but the feedback is positive

If you get negative feedback for any of these cases above, it’s usually worth asking Amazon to remove it. Remember that if your orders are FBA, Amazon will also remove feedback related to customer service or fulfillment since they technically own those on behalf of its FBA sellers.

When should I try to get negative feedback removed?

As aggravating as negative feedback is, it’s essential to consider these situations with a big-picture view. In recent years, Amazon has grown more reluctant to remove feedback for fear of harming the buyer experience. This has put many sellers in the position of feeling unheard and victimized by buyers who do not understand how damaging it is for a seller to receive negative feedback.

But is every negative feedback an account killer? Definitely not. So, when should you ask for feedback to be removed?

1. When it impacts your performance. You should consider asking Amazon to remove feedback if it’s affecting your Order Defect Rate (ODR). ODR is the primary metric by which sellers are mentioned. If you’re struggling with it, removing negative feedback can further buffer against the metric rising.
2. When the feedback is inflammatory. If you’re concerned that a buyer’s comments are damaging your business and the feedback meets the criteria for possible removal, ask Amazon to do so.
3. When it’s FBA. If the order was fulfilled by Amazon, never hesitate to ask them to strike it when warranted.

When should I not try to get feedback removed? There are times when you should not attempt to get negative feedback removed.

One of those times is when the rating is neutral, but the context is ambiguous. Removing neutral feedback could hurt your Order Defect Rate (ODR). Why? Because each rating 1-5 has a mathematical weight. Removing neutral feedback–based on the weighting–makes negative ratings more prominent and can drop your score. If your ODR is already struggling, do not try to remove the feedback.

We also suggest that you not remove negative feedback when Amazon has warned you against excessive case filings, especially if the filings relate to negative feedback. Amazon has gotten more aggressive at suspending sellers it thinks are abusing the case system in Seller Central.

What else can I do if removal isn’t possible or gets denied?

If getting negative feedback removed isn’t possible for whatever reason, you still have the option of using the Seller Response feature. This lets you publicly respond to the feedback and tell your story. But remember, a seller must abide by the same rules of an Amazon buyer when it comes to feedback. Some dos and don’ts:

• Do keep it short and sweet
• Don’t blame the buyer, even if they screwed up
• Do let them know you’re willing to help resolve their concern, and they can contact you (applicable if there is indeed anything you can do)
• Don’t use profane language, share their tracking or other private info, or otherwise “yell.”

Like many things in life, knowing when to act and when to step back is vital. Making decisions about your account performance doesn’t have to be frightening when you know the rules and know that there are ways to address the inevitable challenges, including negative feedback.

How do you keep your account healthy and make sure all the ins and outs are managed daily? If you’re overwhelmed, we have the experts to help you, protect your account and ensure optimal performance. Contact us!

 

How do you win the Amazon Buy Box?

 

There is so much mystery about the Amazon Buy Box and how sellers can ensure they win it every time. Winning the Buy Box depends on Amazon’s algorithm, which makes the “best” offer to Amazon buyers. The algorithm considers numerous factors such as shipping speeds, times, costs and the cost of one item compared to other offers. It also factors in a seller’s reputation, and more.

If your seller account is not in good standing, the likelihood of getting the Buy Box is virtually zero. “Good standing” can mean just about anything, but it usually means the Buy Box is not likely if there’s any potential for an account-level action. Available stock is also a significant determinant. Issues like a high Order Defect Rate, recurring negative Voice of the Customer comments or ongoing policy violations and poor seller performance are definite elements that stymie your Buy Box position. Simply put, if you know there’s something awry in your account, fix it. If you don’t know, get help to review and assess your account health.

Here’s what you need to know to improve your chances to win the Amazon Buy Box.

 

Do the math

I sound like a motivational speaker here, but the advice is true. Examine the numbers, i.e., know your price plus your shipping costs. This is the first step to getting the Buy Box. If your item is more expensive than your competitor’s and you offer free shipping, does this equation cover the difference? You can’t simply offer a lower price (and then charge more for shipping), then expect to land the Buy Box. The first step is to offer the best price, which is the sum total that customers will be charged, usually not including tax.

Plan for “Prime”

When Amazon rolled out Prime, it changed online shopping forever. Customers expect 1- to 2-day shipping. For you, that means logistics are now key to winning the Buy Box. Setting your shipping lead times gets you closer to the end-game. The “fastest” is the bestest.” When there are two identical offers, the Buy Box winner is the one who can ship the product the fastest.

Shipping history also is a factor. While an item or ASIN is weighted heavier than other items, your overall shipping metrics will impact the Buy Box.

Adhere to the “secret of consistency”

Sellers attempt to secure the Buy Box by experimenting with product price. It’s a bad idea. Price consistency is a plus. In fact, ongoing price changes may actually hurt your chances for the Buy Box. It’s rare for Amazon to acknowledge or admit, but price consistency is a true metric. That’s why new sellers have no chance to get the Buy Box. They have no selling history.

What about pricing automation? Sellers that constantly change and adjust their prices multiple times a day through automated processes are less favored than those that manage their pricing in a slow, routine process. Amazon is able to know pricing changes and processes per item. It knows your items, offers, history, general categories and sub-categories.

Be consistent with pricing. Adapt, as needed.

Manage “the mix”

Amazon adds more mystery to the mix when it comes to winning the Buy Box. It’s a mix of activities and history on your products, what you sell and how you sell them. It’s about depth, breadth and spread.

It seems Amazon is crunching the data. It is examining practices and data showing:
• How long does it take you to sell the product?
• What’s your history with other products?
• What is the entered quantity on item?
• What other information do we know about this product?
• How are you – as a specific seller – related to the product?

It seems reasonable that Amazon prefers one seller vs. another on such criteria. For example, doesn’t Amazon prefer a seller who works directly with a brand to win the Buy Box vs. a 3PL that may have legitimate but indirect channels for sourcing the products?

If your account has thousands of SKUs where you only have 1-3 units each, you will have to work harder to win the Amazon Buy Box on many of the SKUs. However, your history will mean a lot for the times when you are wider in products than you are deep. Depth will help show you can fulfill these items for the next several weeks or months, based on current sales trends. For items like personal care and groceries, being the one that has the stock to cover for a long time is a good thing for the customer. Remember, Amazon mostly cares about what is good for the customer.

These factors (and much more, we presume) are on Amazon’s radar. While these are all good to ensure a positive buyer experience, it certainly muddles efforts to find the magic formula for winning the Buy Box.

Work to win

We all know there’s only one winner. One Buy Box. To win it is a fight that doesn’t stop and start with pricing changes and other techniques that “guarantee the Buy Box.” Winning is hard work. It takes persistency and consistency. I’ve seen sellers try to sell at a loss, simply to get the Amazon Buy Box. You may get it, you may increase sales but it’s getting you nowhere.

The best advice for every seller seeking the Amazon Buy Box is to diligent and consistent, know your products inside and out, keep track of your pricing, and the pricing of others (know the numbers) and keep your account healthy and strong.

A healthy account and executing an effective, consistent plan is the road to Buy Box victory.

Be sure to stay informed about the critical issues and insights facing Amazon sellers.