Overview

Maintaining strong seller feedback and ratings is one of the most important aspects of running a successful Amazon business. Your feedback score directly influences your Buy Box eligibility, customer trust, and overall account health. Amazon provides several tools and best practices within Seller Central to help sellers monitor, manage, and improve their feedback profile from day one.

Key Points / What Sellers Need to Know

• Feedback score matters for Buy Box eligibility — Amazon's algorithm weighs your seller feedback rating when determining which seller wins the Buy Box, making it a direct lever on your sales volume.
• Customer experience drives ratings — Accurate listings, fast shipping, responsive communication, and proper packaging are the foundational elements that lead to positive feedback.
• Negative feedback can be removed in certain cases — If feedback violates Amazon's guidelines (contains product reviews, profanity, or personal information), sellers can request removal through Seller Central.
• Proactive monitoring is essential — Regularly checking your feedback dashboard allows you to identify issues early and respond before they escalate into account health problems.
• Order Defect Rate ties directly to feedback — Your ODR includes negative feedback as one of its three components, and exceeding the 1% threshold can trigger account suspension.

How Seller Feedback Works

Amazon's feedback system allows buyers to rate their purchasing experience on a scale of one to five stars, along with optional written comments. These ratings are aggregated into your overall seller feedback score, which is visible to every potential customer browsing your listings. The score is calculated over rolling time periods — 30 days, 90 days, 12 months, and lifetime — giving buyers a snapshot of both your recent and long-term performance. Feedback is distinct from product reviews; it specifically evaluates the seller's service quality, including shipping speed, item condition, and communication. Understanding this distinction is critical because product-related feedback left in the seller feedback section can often be successfully removed upon request.