Overview

Amazon has broadened its Voice of the Customer (VoC) dashboard to surface more types of buyer feedback and to suggest concrete actions for listings that trigger problems. The changes go live this month and give sellers a clearer way to prioritize and remediate issues that could affect account health.

Key Points

• Expanded action recommendations — The dashboard now proposes targeted fixes such as updating size charts, adding instructional videos, or adjusting product condition notes, moving beyond the earlier limited options of editing the listing or pulling inventory.
• New feedback channels — Data from customer‑service interactions, buyer‑seller messages, seller‑feedback scores, and A‑to‑Z Guarantee claims are merged with traditional product reviews to create a fuller picture of buyer sentiment.
• Health rating segmentation — ASINs are grouped by severity (critical, moderate, low) so sellers can instantly see which products need immediate attention.
• Integrated educational resources — On‑screen guidance walks sellers through preparation steps for issues like expiration dates, product condition, or packaging requirements.
• Size‑chart editing tool — A dedicated widget lets sellers modify size‑chart details directly from the VoC interface, eliminating the need to navigate to the product detail page.
• Lifecycle support assets – Sellers can attach short videos or link to live‑chat support within the dashboard to help customers understand product use, thereby reducing confusion‑driven returns.

How the Updated Voice of the Customer Dashboard Works

1. Access the dashboard — Sellers click the “Voice of the Customer” link under the Performance menu; the landing page now displays a health‑rating bar that categorizes all active ASINs.
2. Review aggregated feedback — For each ASIN, the dashboard lists recent review excerpts, flagged customer‑service tickets, and any A‑to‑Z claims, all timestamped for quick reference.
3. Identify severity group — Products are color‑coded (red for critical, orange for moderate, green for low) based on the combined weight of negative signals, allowing sellers to sort by urgency.