Overview

Amazon has added a new “Contact Customer” capability inside the Customer Reviews dashboard, enabling brand‑registered sellers to reach out directly to shoppers who leave low‑rating (1‑3 star) feedback. The tool supplies ready‑made email templates and lets sellers either issue a full refund or ask for more information, giving sellers a proactive way to address problems before they snowball. This change matters because it turns a passive review system into an active service channel, potentially reducing negative sentiment and improving product ratings.

Key Points

• Eligibility limited to Brand Registry members — Only sellers enrolled in Amazon’s Brand Registry can see and use the new contact option, ensuring that the feature is restricted to verified brand owners.
• Targeted at 1‑3 star reviews — The interface highlights reviews with one to three stars, allowing sellers to focus on the most critical feedback rather than sifting through all comments.
• Two predefined response paths — Sellers may select a “full refund” template for clear defects, or a “request more details” template when the review lacks specifics.
• Built‑in compliance templates — Amazon supplies pre‑approved email wording that meets marketplace communication policies, reducing the risk of policy violations.
• Messaging stays within Amazon’s system — All outreach is routed through Amazon’s internal messaging, keeping buyer contact information private and preserving the platform’s security standards.
• Immediate access from the Reviews hub — The feature appears as a button next to each qualifying review inside the Customer Reviews section of Seller Central, eliminating the need to navigate away.
• Automatic logging of interactions — Each outreach attempt is recorded in the seller’s review management log, enabling easy tracking of follow‑up actions and outcomes.
• No extra fees or subscription — The contact function is provided at no additional cost to Brand Registry participants, unlike third‑party reputation‑management services.