Overview

Amazon's Contact Customer tool gives brand-registered sellers the ability to reach out directly to buyers who have left critical reviews on their products. Available through the Brands dashboard in Seller Central, this feature allows sellers to offer full refunds or request additional details from dissatisfied customers, providing a structured way to address negative feedback and improve the post-purchase experience.

Key Points / What Sellers Need to Know

• Only for brand-registered sellers — Your brand must be enrolled in Amazon Brand Registry and linked to your Seller Central account in good standing to access this feature.
• Limited to critical reviews — The tool only works for 1-star to 3-star reviews. You cannot use it to contact customers who left 4-star or 5-star reviews.
• Seller of record requirement — You can only contact customers on orders where you were the seller of record for the transaction that generated the review.
• Two response options only — When contacting a customer, you must choose between offering a full refund or requesting permission to communicate further for additional order details.
• Templated messages — All outgoing messages use Amazon's pre-written email templates. Sellers cannot customize or modify the message content.
• Verified purchase reviews only — The review must be tied to a verified purchase, and the order must have been placed within the last 12 months.

How It Works

The Contact Customer feature is accessed through the Brands dashboard in Seller Central. After navigating to the Customer Reviews section, sellers can filter reviews by star rating, brand (if managing multiple brands), or other criteria using the left navigation bar. When a critical review appears and the seller qualifies as the seller of record for that order, a "Contact Customer" button becomes available in the top-right corner of the review card.

Clicking the button presents two contact reason options. The first is "Full Refund," which triggers an automated email to the customer offering a complete refund on their order. The second option, designed for situations where the seller needs more information before resolving the issue, sends an automated email asking the customer for permission to be contacted through Amazon's Buyer-Seller Messaging system. If the customer agrees and replies, a standard buyer-seller message thread is created within the Buyer-Seller Messaging page in Seller Central.