Overview

Amazon's Voice of the Customer (VOC) page in Seller Central serves as a centralized hub where sellers can monitor customer feedback, track the health of their product listings, and take corrective action when problems arise. The dashboard aggregates buyer complaints, returns data, and customer comments into a single view, giving sellers a clear picture of how their offers are performing from the customer's perspective.

Key Points / What Sellers Need to Know

• Customer Experience (CX) Health Rating — Each of your active offers receives a CX health score based on recent customer feedback and return data. This rating helps you quickly identify which products need attention.
• Customer Comments Feed — The VOC page surfaces actual buyer comments and reasons for returns, giving you direct insight into what customers are experiencing with your products.
• Actionable Issue Identification — The dashboard flags specific product and listing issues such as inaccurate descriptions, defective items, or shipping-related complaints so you can prioritize fixes.
• Direct Resolution Tools — From the VOC page, sellers can take immediate action on flagged issues, including editing listings, updating product information, or removing problematic offers.
• Impact on Account Health — Poor CX health scores can contribute to account health warnings and, in severe cases, listing suppression, making regular monitoring essential.

How Voice of the Customer Works

The Voice of the Customer dashboard collects and organizes data from multiple customer touchpoints, including product reviews, return reasons, buyer messages, and A-to-Z Guarantee claims. Amazon processes this information and assigns each offer a Customer Experience (CX) health status that ranges from "Excellent" to "Very Poor." Sellers can filter their offers by CX health status to quickly surface the products that need the most urgent attention. The page also provides trend data so sellers can see whether their customer experience metrics are improving or declining over time. This consolidated view eliminates the need to check multiple reports and dashboards separately.