Overview

Amazon has refreshed the Voice of the Customer (VoC) dashboard in Seller Central, adding a richer set of remedial actions and a multi‑source key‑phrases engine. The changes went live this week and give sellers a faster way to pinpoint listing problems and act on them before health metrics suffer.

Key Points

• Expanded remedial actions — The dashboard now lists concrete steps such as linking to Amazon’s condition‑education videos, applying preparation checklists, using the new size‑chart editor, or accessing product‑lifecycle support, instead of only offering “edit listing” or “remove inventory.”
• Multi‑channel key phrases — Amazon aggregates verbatim snippets from product reviews, buyer‑seller messages, customer‑service chats, seller‑feedback scores, and A‑to‑Z claim notes, then surfaces the most frequent phrases for each ASIN.
• Health‑rating clusters — Listings are automatically grouped under “fair” or “poor” health buckets, allowing sellers to prioritize the most vulnerable items with a single glance.
• Size‑chart tool for apparel — Sellers of clothing, shoes, or accessories can edit sizing tables directly on the VoC page, eliminating the need to navigate to the inventory editor.
• Product‑lifecycle videos — For electronics, toys, or home‑goods, Amazon now suggests short instructional videos that can be attached to the detail page, helping buyers use the product correctly and reducing confusion‑driven returns.
• Preparation guidelines embedded — The dashboard presents step‑by‑step packaging and labeling tips next to each flagged listing, targeting the common complaint of damaged goods during transit.

How the Updated Voice of the Customer Dashboard Works

1. Open the VoC hub — From Seller Central’s main menu, click “Performance → Voice of the Customer”; the layout mirrors the previous version, preserving familiar navigation.
2. Identify health clusters — Listings appear under “Fair Health” or “Poor Health” headings; for example, a kitchen‑tool set with a 2‑star average but a surge in service tickets will show in the “Poor” column.