Overview

Amazon has rolled out a major upgrade to the Voice of the Customer (VoC) dashboard in Seller Central. The enhancement adds a larger menu of remedial actions for flagged listings and introduces a key‑phrases analysis that pulls feedback from reviews, buyer‑seller messages, service chats, and A‑to‑Z claims. Sellers who rely on the VoC dashboard now receive clearer diagnostics and concrete steps to fix issues before they affect listing health or account metrics.

Key Points

• Expanded remedial menu — Sellers can now choose from educational resources, FBA preparation tips, size‑chart updates, and product‑life‑cycle support instead of only editing listings or pulling inventory.
• Cross‑channel phrase analysis — The new tool scans language from multiple customer‑touch points, surfacing recurring complaints that may not appear in product reviews.
• Health‑rating grouping — ASINs are automatically sorted by health score, allowing sellers to prioritize the most critical items first.
• Automatic activation — All active sellers receive the new features without any opt‑in or additional configuration steps.
• Actionable insights for large catalogs — The phrase engine aggregates data at scale, helping sellers of hundreds of SKUs identify hidden pain points without manual monitoring.
• Potential impact on metrics — Early adoption can lower Order Defect Rate (ODR), reduce return costs, and help avoid listing suppressions linked to poor customer experience.

How the Updated Voice of the Customer Dashboard Works

1. Flag detection — When Amazon’s monitoring system identifies a customer‑experience problem (e.g., repeated returns, negative feedback, or A‑to‑Z claims), the affected ASIN appears in the VoC dashboard under its health rating category.
2. Action recommendation generation — The dashboard matches the complaint type with a set of pre‑built solutions. For a “product arrived damaged” issue, it may suggest the FBA prep guidelines; for “size doesn’t match description,” it offers a direct size‑chart edit link.