Overview

Amazon's seller feedback system is one of the most important metrics influencing your visibility and credibility on the platform. Buyers rate their order fulfillment experience using a 5-star scale, and those ratings are aggregated into a public-facing score that directly impacts your ability to win sales. Understanding how this system works — and how your scores are calculated and displayed — is essential for every Amazon seller.

Key Points / What Sellers Need to Know

• Star rating scale — Buyers rate sellers on a 1-to-5 star system where 4 and 5 stars count as positive feedback, 3 stars is neutral, and 1 or 2 stars is negative.
• Feedback includes comments — Beyond the star rating, buyers can select from pre-defined reasons and leave free-form text comments describing their fulfillment experience.
• Score calculation is straightforward — Your feedback percentage is simply the total number of positive ratings divided by all ratings received, calculated across multiple time windows.
• Rounding can cause minor discrepancies — Because Amazon rounds percentages to the nearest whole number, your positive, neutral, and negative totals may add up to 99% instead of 100%.
• Display format varies — What buyers see on your storefront depends on how many feedback ratings you have received in the past 12 months.

How Your Feedback Score Is Calculated

Amazon uses a simple formula to determine your feedback score: the sum of all positive feedback divided by the sum of all feedback received. This calculation is performed across four time windows — 30 days, 90 days, 365 days, and lifetime. For example, if you received 100 total ratings and 90 of those were 4 or 5 stars, your positive feedback score would be 90%. Only ratings of 4 or 5 stars count as positive in this calculation; a 3-star rating is neutral, and anything below is negative. As new feedback arrives and older feedback moves into different time-range buckets, your aggregated star rating and positive percentage will shift accordingly.

How Feedback Is Displayed to Buyers

The way Amazon presents your feedback score to potential buyers depends on the volume of ratings you have accumulated. If you have received more than 10 buyer feedbacks over the previous 12 months, shoppers will see your 12-month feedback rating alongside your lifetime total ratings in the format: "XX% positive over the past 12 months (YYYY total ratings)." If you have fewer than 10 feedbacks in the past year, or if all of your ratings fall within the last 12 months, Amazon instead displays your lifetime feedback rating and lifetime total in a simpler format: "XX% positive (YYYY total ratings)." This distinction matters because newer sellers or those with low volume may see their lifetime stats displayed rather than a rolling 12-month window.