Overview

Amazon has rolled out a new Direct Response tool that lets brand‑registered sellers reach out to shoppers who leave three‑star or lower reviews. The feature, launched this month, offers two distinct pathways—courtesy refunds or targeted product support—to turn a negative rating into a service opportunity. Sellers should care because the ability to intervene directly can protect product ratings, improve conversion, and strengthen brand reputation.

Key Points

• Eligibility limited to Brand Registry owners — Only sellers enrolled in Amazon’s Brand Registry can see and use the tool, ensuring that the outreach comes from verified brand custodians.
• Targeted outreach to ≤3‑star reviewers — The system flags any review of three stars or fewer on a registered product, allowing the brand owner to initiate a private message through Amazon’s internal messaging platform.
• Two resolution options — Sellers may either issue a goodwill refund or provide hands‑on product assistance such as troubleshooting steps, replacement shipments, or warranty claims.
• Access controlled by user permissions — Primary account holders can launch the tool from the Brands tab, while secondary users must be granted explicit permission in the account‑level settings.
• Strict compliance safeguards — Amazon’s anti‑manipulation policies remain in force; the tool cannot be used to solicit review deletions or pressure customers into changing their rating, and misuse can result in feature revocation or broader account penalties.

How Direct Response Tool Works

1. Review trigger detection — When a shopper posts a three‑star or lower rating on a brand‑registered listing, Amazon automatically adds that review to a “Critical Reviews” queue visible under the Brands tab. For example, a customer who rates a Bluetooth speaker 2 ★ for connectivity issues will appear in the queue within minutes.
2. Seller‑initiated contact — The brand owner selects the review and chooses either “Offer refund” or “Provide support.” Choosing a refund generates a pre‑filled goodwill refund request that the seller can approve and send instantly; selecting support opens a template where the seller can outline troubleshooting steps or arrange a replacement. Continuing the example, the seller might send a $10 refund for the speaker plus a link to a video guide on pairing the device.