Customer feedback is key in any industry. Social Proof is one of the top things potential new customers look for, and it’s the thing they usually check first. In the case of Amazon, Seller Feedback — while sometimes considered less important than product reviews — plays multiple roles.

From driving customer perception, to its subtle influence on winning the Buy Box, improving your Seller Feedback rating can have cascading effects.

Never has what people are saying about you been more important.

Customer Perception

managing seller feedback is crucial to winning the buy box

Managing seller feedback is a crucial aspect to winning the Buy Box.

Typically reviews, not feedback, are one of the first things a customer checks. In fact, the product review star-count is one of the very first things they see — and pay attention to. Reviews are on the Amazon search results, along with the product main image, and potential buyers see them before they even click through to the main listing.

Feedback requires a deeper look. Ultimately, however, it’s one of the most important metrics when it comes to the customer perception of you, your company, your brand, your Amazon business.

Seller Feedback is where your customers leave their comments as to their experience, which builds your image as an Amazon seller. Beyond product reviews, Seller Feedback is how you will be judged.

It can also have an impact on your winning the Buy Box.

Winning The Amazon Buy Box

If you’re an Amazon seller, you’re no doubt acutely aware of what the Buy Box is, and you live by it every day.

The Buy Box is that white box on the right side of the Amazon product detail page. The place where customers can add items for purchase to their cart. More than three-fourths of all sales (over 80%) go through the Buy Box, and the percentage is even higher for mobile purchases.

Technically, winning the Buy Box depends on your overall price plus the shipping, the fulfillment method, handling time and other delivery options. Additional services such as gift wrapping also play parts.

Negative feedback can also affect the Buy Box. The items above are much more important in winning the Buy Box — FBA, speed of delivery and pricing being the main ones — but feedback is important.

A few negative feedbacks shouldn’t be an issue, but with the vital nature of the Buy Box you want to see to as many factors as you can.

Only … how do you directly influence something as seemingly esoteric as Seller Feedback, which is driven primarily by the fickleness of your customers?

How to Improve Your Seller Feedback Rating

In the short term, you can start by encouraging them to leave feedback. Are they willing to come on and share their experience?

Programs like ManageByStats and their SellerMail tool give you resources to help solicit feedback.

But how can you ensure the feedback is good?

Unfortunately there is no shortcut where this is concerned, no real way to “ensure” people say kind things about your brand and business. There are, however, tried-and-true actions you can take that make their positive feedback more likely.

Call it the classic approach to customer satisfaction, and it may be more critical now than ever. In short, to build customer satisfaction — which then reflects in your Seller Feedback — get back to basics.

Things like:

  • Caring for your customers. Really caring. Focus on what you can do for them, not what more they can do for you.
  • Giving more. Send them things, and not just coupons. Send them valuable info, newsletters — things that help them, and for which you ask nothing in return.
  • Go easy on your follow-up emails. Thank them for their purchase, inform them of shipping info, give them cool things, like maybe a cookbook, a tips guide, etc., and remind them you’re there to help.
  • Make your messages clean and clear. Communicate something that invites participation, if possible — and this doesn’t have to be a direct request for feedback, though that can be part of it.
  • Have a great logo and theme, and use it.
  • When it comes to the emails, subject line. This is one of the most important things for open rates. A good subject can dramatically affect response. You can use A/B testing in SellerMail to test subject lines.

In essence, this formula: fanatical customer service leads to positive customer feedback and future sales.

Operating by that is a great way to build positive momentum for your brand.

The Long Game

Not to suggest any of us have entirely forgotten these principles in our haste, but let’s face it: It’s hard to ignore the impulse to get instant results, instant sales, and the way we’ve done that in the past bordered on badgering, heading toward an overload or disconnect with our customers.

Yes, the classic approach takes a little more time, but once you begin to build that critical mass your customer feedback will routinely be more positive, more consistent, and in the long run your sales, and your success, will show it.