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Originally published on April 19, 2017, updated January 26, 2023
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"What's your Amazon buyer feedback score?"
If a fellow Amazon seller asked you this question, what would be your response? Some might say 99% positive. Others might say 4.9 stars. Others may still choose to focus on their less than 1% negative rating.
To address this question, we need to first explain the difference between two key metrics: the Amazon negative feedback rate and the Amazon buyer feedback rating.
Amazon defines the negative feedback rate as follows: "the number of orders that have received negative feedback divided by the number of orders in the relevant period." Expressed as a percentage, the Amazon negative feedback rate is one of the three pieces of information that Amazon uses to determine the Order Defect Rate, also referred to as ODR. The other two are A-to-z guarantee claims and credit card chargebacks.
When it comes to negative feedback, Amazon obviously encourages sellers to aim low. However, achieving zero negative feedback (even if you routinely request feedback removals) is probably not realistic for most sellers. The simple truth is that some buyers are impossible to keep happy, no matter the quality of service you provide to them.
Amazon expects sellers to keep their ODR below 1%. An ODR above 1% can have serious consequences for your Account Health and could even result in account deactivation. Getting and maintaining healthy seller feedback is critical for your Amazon business.
ODR is measured by all orders with a defect (negative feedback, A-to-z Guarantee claim that is not denied, or credit card chargeback) as a percentage of total orders during a 60-day period.
To view your negative feedback rate in the Seller Central dashboard, look under Customer Service Performance in the Account Health tab. If you're an FBA seller, you'll notice that negative feedback is grouped into two camps: orders fulfilled by you and orders fulfilled by Amazon.
The "Amazon feedback rating" is probably what most sellers (and customers for that matter) think of when discussing this topic. Simply navigate to any seller profile page, and you'll see what I'm talking about. This rating is also displayed for each seller listed on the "Other Sellers on Amazon" section below the Buy Box for a given item.
Amazon displays the feedback rating in the form of a percentage over a 12-month period. A seller with a perfect negative feedback rate would likely also have an Amazon feedback rating that reads: "100% positive in the past 12 months."
What about neutral feedback? How does this impact your overall feedback rating? Good question. As Amazon points out here, your feedback score is calculated by the sum of positive feedback received divided by the sum of all feedback received in the past 30 days, 60 days, 90 days, and lifetime.
For a more concrete example, consider the following situation. Let's say over the previous 365 days, you've racked up the following stats:
In this scenario, your most visible feedback rating should say: "99% positive in the past 12 months." I say "most visible" because Amazon also exposes a more detailed breakdown of your feedback (further down your seller profile). Interested parties can also view the following stats:
In short, the ratio of positive to total feedback is highly visible. But, as you can see, other ratios are available to those who care to view them.
Regardless of Amazon buyer feedback terminology, one thing is definitely true: it's best to increase positive feedback while decreasing negative ratings. Using a tool like FeedbackFive by eComEngine can help you achieve both goals.
Our software offers a robust suite of features to save you time by automating feedback requests based on your criteria. You can set email timing, exclude refunded orders, create a branded request, and much more. We've helped customers successfully request and manage millions of feedbacks. Our Customer Success team is ready to help you start getting more Amazon buyer feedback today!
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