Seller feedback is a 1–5 star rating customers can leave on a seller's account (not on the product). It reflects the buyer's experience with order handling, shipping speed, packaging, and seller communication — not the product itself.
Seller feedback is visible on the seller's storefront and in the "Sold by" section on product listings. It is also a key factor in Amazon's Buy Box algorithm.
Seller Feedback vs. Product Review
| Seller Feedback | Product Review | |
|---|---|---|
| What it rates | Fulfillment and service | The product itself |
| Visible on | Seller storefront | Product detail page |
| Who it affects | Seller account health | ASIN performance |
| Typical count | Much lower | Much higher |
| Removal rules | Yes — strict rules | Yes — policy-based |
A customer who rates 1 star because "the product was defective" is leaving the wrong type of feedback. If the review is clearly about the product (not the selling experience), you can request Amazon remove it from your seller feedback.
Why Seller Feedback Matters
Buy Box eligibility: Amazon's algorithm uses seller feedback rating and count when allocating the Buy Box. A rating below 95% (Positive % = 4 and 5-star ratings / total ratings) signals service quality issues.
Account health: Orders with negative seller feedback contribute to your Order Defect Rate (ODR). ODR above 1% puts your account at risk of suspension.
Trust signals for new buyers: On smaller, less-reviewed listings, seller feedback count and rating influences purchase decisions.
Improving Seller Feedback
- Ship fast and track: Late shipments are the #1 cause of negative feedback on FBM orders. FBA eliminates this risk — Amazon handles shipping and takes responsibility for its errors.
- Proactive communication: Message buyers if there's a delay before they contact you.
- Respond to negatives: Use the Public Reply field to address concerns professionally. Amazon does not allow removing feedback via response, but a professional reply mitigates buyer trust damage.
- Request removal for eligible negatives: Feedback that is entirely about the product, contains profanity, or includes personal information can be flagged to Amazon for removal.
FBA and Seller Feedback
For FBA orders, Amazon takes responsibility for fulfillment. If a customer leaves negative feedback about an FBA shipment delay or packaging damage, Amazon typically removes it from your feedback rating because the fulfillment was Amazon's responsibility.