Overview

Amazon’s Voice of the Customer (VOC) dashboard aggregates buyer‑generated data across every ASIN you sell, alerting you to returns, complaints and negative feedback before they trigger listing suppression. The tool is especially valuable for sellers with large catalogs or recurring quality issues, because it turns reactive firefighting into a proactive quality‑control routine.

Key Points

• Unified view of buyer sentiment — All return reasons, A‑to‑Z claims and negative comments appear on a single screen, letting you spot a problem ASIN in seconds.
• Customer‑experience health score — Each active offer receives a rating derived from return frequency, complaint volume and feedback trends; a score below “Good” flags the item for immediate review.
• Aggregated comment clusters — Instead of reading hundreds of individual notes, the dashboard groups similar buyer remarks (e.g., “size runs small”) so you can identify the dominant pain point.
• Action recommendations from Amazon — For every flagged listing the system suggests concrete steps such as “update main image” or “request supplier inspection.”
• Relative performance benchmarking — Scores are compared against peer products in the same category, meaning a 2 % return rate may still be poor if competitors average 0.5 %.
• Direct impact on account health — Persistent low scores feed into the overall Account Health Rating, influencing Buy Box eligibility, advertising access and, in extreme cases, suspension.

How the VOC Dashboard Works

1. Data ingestion — Amazon pulls post‑purchase signals (returns, A‑to‑Z claims, negative feedback) for each ASIN and stores them in the VOC repository. Example: ASIN B07XYZ123 records 45 returns in the past 30 days, each tagged with the buyer‑selected reason “item not as described.”
2. Health‑score calculation — The platform combines return rate, complaint frequency and feedback sentiment into a weighted score ranging from “Excellent” to “Poor.” Example: The same ASIN receives a “Fair” rating because its 4.5 % return rate exceeds the category average of 1.2 %.