Overview

Amazon's seller feedback system is one of the most important performance indicators for third-party sellers on the platform. This Seller Central Help Hub reference page covers the fundamentals of seller feedback — what it is, how it differs from product reviews, and why actively monitoring it is essential to maintaining a healthy seller account. Understanding and managing feedback effectively can directly influence your Buy Box eligibility, account standing, and overall sales performance.

Key Points / What Sellers Need to Know

• One feedback per order — Buyers are limited to submitting a single feedback entry per order, which means every transaction counts toward your overall rating.
• 90-day submission window — Buyers have up to 90 days from the order date to leave feedback, so issues can surface well after fulfillment.
• Feedback is not the same as a product review — Seller feedback evaluates your service and fulfillment quality, while product reviews assess the item itself.
• FBA orders have different feedback rules — When Amazon handles fulfillment, certain negative feedback related to shipping or packaging may be eligible for removal since Amazon bears responsibility for those aspects.
• Your feedback score affects visibility — A strong feedback rating builds buyer trust and can improve your competitive positioning on product listings.

How Seller Feedback Works

Seller feedback is a rating and comment system that allows buyers to evaluate their purchasing experience with a specific third-party seller. After completing an order, buyers can navigate to their order history and submit a rating along with optional comments about the transaction. The rating typically uses a five-star scale, and the aggregate of all ratings forms your overall seller feedback score, which is displayed publicly on your storefront and product listings. This score is calculated over different time periods — 30 days, 90 days, 12 months, and lifetime — giving potential buyers both recent and long-term performance snapshots. Because each buyer can only leave one feedback entry per order, maintaining high quality across every single transaction is critical.