10 strategies on how to get feedback on Amazon

Darrin Levine

10 Strategies On How to Get Feedback On Amazon

In the United States, online shopping is the go-to retail experience that allows customers access to a huge volume of choices right from the comfort of their own home. Any brick-and-mortar store now needs an online distribution channel in order to stay competitive in an increasingly digitized world.

But here’s the thing:

Establishing an online store also means this greater exposure comes with immediate customer feedback and reviews on products that are sold. Now, customers can review your product and let other potential buyers know whether it’s a good fit or not. 

This is a good thing for companies with successful products, but for companies with poor products, you can tank quickly. Getting no reviews can also negatively affect your business. 

That’s why we here at ASDAL, an online retail software company created to solve the infrastructure gap via marketplaces like Amazon, help your online teams excel in areas like feedback management, and customer service.

Amazon demonstrates how customer feedback affects buyer perception and, as a result, the sale of products. Before strategizing on how to get positive customer feedback on Amazon, let’s take a look at Amazon as an e-commerce platform.

Amazon’s e-commerce model

Amazon began in 1994 when Jeff Bezos sold books in his garage. Since then, it’s certainly come a long to become the behemoth it is today. Amazon has branched into selling every product conceivable from household goods, computers, and clothing to outdoor products and everything in between.

Large retailers like Nordstrom and Target use Amazon to sell products, but the e-commerce company is also a vital resource for small traders and specialty sales companies. The Amazon e-commerce model allows entrepreneurs to sell their products on Amazon.com as well as on their own company websites. 

For many, Amazon is a supplemental outlet to sell more of their products. After all, makes up nearly 50% of all online shopping done today. 

The platform allows brands to sell both new and used goods through various channels, including:

Brands on the Amazon Marketplace offer their goods at fixed prices while Amazon Auction allows traders to sell to the highest bidder.

In order to actually be successful, you have to optimize your online presence to gain excellent customer feedback. Then, you need to use this feedback to improve your goods and services. Because Amazon doesn’t allow you to incentivize customers in order to get good reviews, you have to use other tactics to encourage people to share their thoughts. 

Unfortunately, less than 5% of buyers on Amazon leave feedback. While this makes gaining customer insight difficult, it also means that building a stellar reputation online is the only reliable way to differentiate yourself among other vendors.

Here are some of our proven methods to get customer feedback on Amazon and maintain an excellent reputation to boost sales.

Learn the rules of e-commerce

We believe in starting at the beginning. Amazon is a buyer’s market. Because they gear towards customers rather than sellers, they have strict rules and guidelines about how to conduct business.

Some of the prohibited activities on the platform include giving inaccurate information about products to customers and Amazon and attempting to influence reviews, ratings and feedback from customers. 

You’re also not allowed to send unsolicited communication to customers. 

Following these rules and guidelines is actually beneficial to your reputation because it ensures that customers have no reason to blemish your reputation. It also ensures that online businesses will be judged primarily on the quality of their brand and product rather than through coercive means. To succeed at getting positive feedback on Amazon, you need to start with a clean slate.

Have a plan for your brand

Despite the fact that Amazon protects customers from being harassed by sellers for feedback, they do allow you to simply ask for feedback. The key distinction is that the customer should not feel obligated to leave comments.

So, do ask for feedback and establish a feedback management plan. This plan should incorporate data processing tools and workflows that make it easy to automatically request customer insight and track any comments that customers leave.

Email customers

It’s time to take the plunge and send off the emails. 

Remember this rule of thumb – happy customers rarely give feedback. So, pay attention to getting their positive stories on your reviews by reminding them to share their experience.   

Amazon allows you to send only one request message to accompany their own feedback request message sent after a customer purchases a product. Sending any more messages violates the platform’s feedback request policy. For instance, mass-produced marketing campaigns are another feedback solicitation method that’s against Amazon’s policy.

It’s crucial to note that you can’t ask for POSITIVE feedback; your request must be neutral. You cannot suggest to the customer what kind of feedback you’re hoping for.

You can either send one email immediately when the package is sent or wait for two days before sending the email. Either way, you only get one shot to ask for feedback.

Track negative feedback

Remember, we just cautioned against asking for positive feedback. It’s more likely that you’ll get negative feedback because unhappy customers tend to share their thoughts more than satisfied customers. Amazon has tried to be helpful by offering several avenues to resolve conflicts with customers and or using ASDAL platforms ensures you never miss negative feedback. 

It’s important to keep track of negative feedback because sometimes it’s not your fault. The sooner you notice this and raise the alarm, the faster the feedback is removed and your good standing remains intact. 

Remove negative feedback

Once you’ve resolved the issue to the customer’s satisfaction, you can ask the customer to remove the negative feedback. That’s right, customers have the opportunity to remove negative feedback within a  60 day window, so it’s best to get head of any negative feedback and resolve it promptly.  

Amazon also protects vendors by deleting feedback from hostile customers who use abusive or derogatory language. The customer isn’t always right, and Amazon does a good job of protecting the seller too!

Automate feedback request emails

You’ll find it’s easy to send the first few feedback request emails when you have a few clients to attend to. 

But when your business begins to grow and more people are buying, you may not be able to keep up with sending them manually. 

Automate emails to send out on a specific day of the week.  Here, at ASDAL, we have efficient feedback tools that only send emails following tracking information from your package carrier like UPS, FedEx, etc. Our platform makes it possible for you and your buyer to engage after they’ve received their products in order to improve their buying experience and avoid negative feedback.

Leave messages on packing slips

Messages on packing slips can help remind customers to leave Amazon reviews. They can help communicate with the customer immediately after they receive the package so that they read your suggestion to give feedback.

We find that handwritten notes are much better than emails. They’re more personable and appear more genuine since it takes time and effort to write notes by hand. Packing slip notes work well with very personal products, like vases, books, picture frames, or crafts. That’s because these items are also handcrafted, so buyers are naturally inclined to appreciate handwritten notes. A personal touch like this suggests that you’ve put some thought into it, so they’re more likely to return the favor.

Generic items like laptops or kid’s toys may not be the best products with which to include a handwritten note. An email will seem more professional with such items.

Have exceptional customer care

This includes the basics, like responding promptly to messages and making things right when they go wrong.  Amazon happens to be a very trusted site, meaning half the work is already done for you. You need to keep up with the culture of reliability to earn positive feedback from customers. Customers have been conditioned to expect slow responses from online stores so respond fast and stand out. 

If you have a lot of customers, a response may be the last thing on your mind.  In such cases, connect to a help desk or platform to manage customer service and data on Amazon. Not only will customer support be taken care of, chances are those customers will be extremely satisfied.

Here are two rules to stick to when it comes to customer service.

        • Try and respond in under 12 hours.
        • Leave no messages by the end of business.

Amazon helps you track your customer service metrics through Seller Central so you can see how well you’re doing.


Selling is the best way to increase customer confidence and get more people buying from you. It’s simple psychology. The shoppers look for the vendor who gets out the most products because this indicates high-quality products.

Vendors with poor sales continue to struggle because they have not generated customer confidence in their products. And the more you sell, the more people you have to request for feedback. If your product is great, the feedback will start rolling in.

Nail the shipping 

A lot of negative feedback on Amazon is usually a result of poor shipping. 

Shipping is a crucial part of e-commerce. Poorly handled shipping can result in negative feedback for you. Therefore, it’s essential to use reliable shipping companies and methods. 

For example, most standard deliveries by land freight give an estimated number of days for sending the product to be 2-8 days. Imagine if your customer receives their package well before the eighth day, say on the second or third day. This reflects very well on your services and your prompt delivery system will encourage customers to continue shopping with you. 

Also, when the buyer receives the product sooner, their shopping experience is still fresh in their memory. But there’s a catch: you can’t go from prompt delivery to late deliveries. That standard has to be maintained.

Resolve issues once and for all

Recurring issues are a sure way to chase away loyal customers and keep away potential new ones. If a customer’s feedback cites one issue that has been recurring with their shipments or your products – you have a problem. 

This shows unreliability and laziness in resolving the underlying issue.

The truth is it isn’t hard to identify the culprits making your processes difficult. They could range from an unreliable shipping company to sloppy staff.

So to mitigate such problems, invest in inventory management software. Also, choose a new shipping company or choose a premium service that expedites shipping. And finally, personalize responses to cut out sloppy responses by staff.

Feedback helps you to prioritize the crucial areas in your business that are causing losses. The feedback helps you collect pain points and find ideas to streamline your business and improve the overall customer experience. 

For example, if feedback says, “My shipment was late by a day after being promised that I would have it within eight business days,” modify the shipping promise to a larger time window or examine your operations to determine whether or not this eight day window can be met.

Always keep in mind that for every problem you do not remedy, your competition has resolved it and is taking your share of customers away from you as a result. Get started with ASDAL to improve your Amazon performance today.

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