Overview

Amazon has launched a new Customer Feedback API (version 2024‑06‑01) as part of the Selling Partner API suite. The endpoint delivers the same review‑ and return‑related insights that appear in the Voice of the Customer (VoC) dashboard, but in a structured, machine‑readable format. Sellers and developers can now pull these signals automatically, enabling continuous product‑health monitoring across large inventories.

Key Points

• Programmatic access to reviews and returns — Sellers receive aggregated sentiment and return‑reason data without manually opening each product’s VoC page.
• ASIN‑level detail — Feedback is broken out per individual ASIN, allowing pinpoint identification of problem items such as a specific model of kitchen gadget that generates a spike in “broken on arrival” complaints.
• Category‑wide aggregation — The API also groups insights by browse node, so a seller can see that the entire “Outdoor Gear > Camping Tents” segment is experiencing higher-than‑average negative feedback.
• Parity with Seller Central — All metrics shown in the VoC dashboard (e.g., negative‑review rate, return‑reason frequency) are reproduced exactly, ensuring no loss of information when moving to an automated workflow.
• Standard SP‑API security — Access follows the existing SP‑API authentication flow, meaning developers can reuse existing credentials and token‑refresh logic.
• Rate‑limit awareness — The service enforces throttling, prompting large sellers to design efficient polling and caching strategies to stay within quota.

How the Customer Feedback API Works

1. Authenticate via SP‑API — A developer registers the application, obtains a refresh token, and exchanges it for an access token.
   Example: An aggregator managing 12,000 ASINs uses its existing SP‑API client library to request a token that is valid for one hour before refreshing automatically.

2. Request feedback for a target scope — The call can specify a single ASIN, a list of ASINs, or an entire browse node. : To monitor a new line of Bluetooth headphones, the seller sends a request with the ASINs and ; the response returns review sentiment scores and top return reasons for each.