Overview

Amazon has refreshed the way seller feedback is collected and displayed, a change that took effect in early 2024. The new rules lengthen the request period, tighten removal criteria, and add automated nudges, all of which influence a seller’s reputation, Buy Box eligibility, and long‑term sales. Sellers who ignore these updates risk losing visibility and conversion opportunities.

Key Points

• Extended request window — Sellers may now ask for feedback up to 14 days after delivery, double the former 7‑day limit, giving buyers extra time to test products before responding.
• Two‑step removal requirement — Amazon mandates that sellers provide documented proof of issue resolution before a negative rating can be erased, curbing arbitrary deletions.
• Buy Box threshold — Dropping below a 4.5‑star average can disqualify a seller from the Buy Box in most categories, turning each feedback point into a competitive factor.
• Optional automated reminders — An opt‑in email reminder can be scheduled to ping buyers who haven’t left a review, a feature that has lifted average feedback rates for active sellers by a noticeable margin.
• Visibility cap of 100 entries — Only the most recent hundred feedback items appear on the storefront, encouraging a steady stream of positive reviews to push older negatives out of view.
• Seller‑added public comments — Sellers can now attach a public note to any feedback entry, offering context or proof of resolution that future shoppers can read.

How Amazon Seller Feedback Works

1. Order marked as delivered — Once the carrier confirms delivery, Amazon flags the order as complete; for instance, a seller who shipped a Bluetooth speaker on March 12 sees the status change at 09:45 AM PST.
2. Feedback request activation — After the delivery timestamp, the seller can trigger a pre‑written request any time within the 14‑day window; a typical message might read, “We hope you love your new speaker—please share your thoughts.”
3. — The customer follows the link, selects a star rating from 1 to 5, and may add comments; a 2‑star rating that mentions a cracked case appears on the seller’s profile within minutes.