Overview

Amazon has refreshed the Voice of Customer (VoC) dashboard in Seller Central, adding a product‑level CX Health rating that surfaces return‑rate trends. The upgrade also revises how feedback metrics are calculated and merges feedback from every marketplace a seller operates in. These tools give sellers a clearer early‑warning system to prevent listing suppression or account‑health penalties.

Key Points

• CX Health rating — A per‑ASIN score that reflects the current return‑rate pattern, letting sellers see at a glance whether a product is performing within Amazon’s acceptable return thresholds.
• Updated feedback formulas — New calculation methods filter out outlier incidents, so the dashboard highlights genuine product issues rather than statistical noise.
• Cross‑marketplace aggregation – Feedback from all Amazon stores and languages appears on a single screen, eliminating the need to log into each marketplace separately.
• Prioritized action items – The interface continues to suggest concrete steps based on the most pressing customer‑experience signals.
• Early‑risk detection – Because high return rates can trigger loss of Featured Offer eligibility or even removal from the catalog, the CX Health score acts as a proactive alert for sellers.
• Reduced false positives – Products that were previously flagged due to quirks in older calculations now show cleaner metrics, saving sellers time chasing non‑issues.
• Localized issue spotting – Consolidated data makes it easier to pinpoint problems that appear only in specific regions, such as translation errors or regional compliance gaps.
• Weekly monitoring recommendation – Amazon suggests a regular review cadence, especially for high‑revenue ASINs, to stay ahead of potential enforcement actions.

How the CX Health Rating Works

1. Data collection — Amazon aggregates return orders linked to each ASIN across all fulfillment channels and marketplaces, pulling the latest 30‑day return count. For example, a kitchen gadget sold in the US, UK, and DE will have its returns from each market summed into a single dataset.