Amazon Seller Feedback: What It Is, How Your Seller Rating Is Calculated and How to Get More Feedback Inside the Rules

Amazon seller feedback is a 1 to 5 star rating on your performance as a seller, shipping, condition on arrival, and customer service, separate from product reviews. It feeds your seller rating, which affects Buy Box eligibility and account health. The one rule that governs requesting it: ask neutrally, once per order, through an approved route inside the Communication Guidelines. This guide covers how the rating is calculated, what a bad one costs, how to request feedback inside policy, and ten templates that pass.

Seller feedback vs product reviews

Our guide to Amazon review management covers both systems side by side.

How the Amazon seller rating is calculated

Customers can leave seller feedback for up to 90 days after their order, from their orders page, rating one to five stars and answering simple yes-or-no questions (on-time arrival, matched the listing, positive service if they contacted you). Five and four stars count as positive, three as neutral, one and two as negative.

Amazon tracks your feedback percentage across 30-day, 90-day, 365-day and lifetime windows side by side. To see it, go to Seller Central, Performance, Customer Satisfaction, then the Customer Feedback tab. The percentage is the share of ratings that were positive: if 100 customers left feedback in the last 30 days and 90 gave four or five stars, the 30-day score is 90%, whether the other ten were neutral or negative. A small number of recent negatives can move the 30-day figure sharply even while the lifetime figure barely shifts.

Your feedback percentage feeds Order Defect Rate alongside chargebacks and A-to-z claims, and ODR in turn is a factor in Buy Box eligibility.

What a bad rating costs

A seller feedback percentage that slips affects Buy Box share directly, and Buy Box eligibility drives the large majority of Amazon sales for most third-party sellers. The rating is also shown to shoppers who click through to compare other sellers of the same item, so a weak percentage costs sales even where the Buy Box is not in play. A feedback rating trending down is one of the signals Amazon reviews when assessing overall account health, alongside ODR and shipping metrics.

How to get more seller feedback

Three approved routes: Amazon's Request a Review button sends both a review and a feedback request in the same standardised email. A neutral message through Buyer-Seller Messaging, sent once per order, works within the Communication Guidelines. A compliant packaging insert can also ask for honest feedback without specifying a rating.

Timing: send 3 to 7 days after delivery for most products, giving the customer time to actually use the item while the experience is still fresh. Wait longer, 7 to 10 days, for made-to-order or personalised items.

Which orders to ask: delivered, no open support ticket, no return in progress. Asking a customer mid-dispute reads as tone-deaf and rarely produces good feedback.

Automation rules: one request per order, hard stop, and exclusions for any order with an open ticket or an active return. A buyer who has opted out of unsolicited messages does not get a request at all; that applies however the request is sent.

The request only works if the experience behind it was good. The three things that generate positive feedback on their own are orders that arrive on time or early, returns that are easy, and listings accurate enough that the item matches what the buyer expected.

Ten feedback request templates that pass policy

Each stays neutral, asks once, and never specifies a rating or offers anything in return. All of them must stay inside the Amazon Communication Guidelines.

1. Post-delivery thank you (use 3 to 7 days after delivery)

Thank you for your recent purchase with us. We hope your order arrived in good condition. If you have a moment, we'd appreciate your feedback about your experience.

Why it stays inside policy: neutral, no rating specified, no incentive.

2. The helpful seller follow-up

Your order has been delivered. If everything arrived on time and met your expectations, we'd love to hear your feedback. Your experience matters to us.

Why it stays inside policy: acknowledges specifics without dictating the rating.

3. Repeat customer appreciation

Thanks again for your continued support. If you have a moment, we'd be grateful if you could share your feedback with the Amazon community; it helps other customers make informed decisions.

Why it stays inside policy: frames the ask around helping other buyers, not the seller's metrics.

4. Customer service resolution follow-up (use 2 to 3 days after resolving an issue)

We're glad we could help resolve your concern. If you're satisfied with the outcome, we'd appreciate a feedback rating when you get a chance. Thank you for giving us the chance to make things right.

Why it stays inside policy: connects to a resolution without asking for any specific outcome.

5. Order arrived early

Your package arrived ahead of schedule. If you're happy with your order, we'd appreciate your feedback about your experience.

Why it stays inside policy: leads with a factual positive without asking for a rating.

6. Quality assurance check-in (high-value items)

We take pride in the quality of our products. Your order has been delivered. If everything looks and works as expected, we'd appreciate your feedback.

Why it stays inside policy: neutral quality framing, no rating request.

7. Bulk order thank you

Thank you for this order. If you're happy with your purchase, your feedback helps us continue serving customers like you.

Why it stays inside policy: acknowledges order size without pressuring for a specific response.

8. New seller building trust

We're building our presence on Amazon and value customer feedback. Your honest feedback helps us improve and helps future customers decide confidently.

Why it stays inside policy: honest framing, no incentive, no rating specified.

9. Seasonal or holiday order

Thank you for your order. We hope it arrived in great condition and brought some joy. If you're happy with your experience, we'd love your feedback.

Why it stays inside policy: seasonal tone without pressure or incentive.

10. Post-return inquiry (only if no case was opened against you)

We received your return and processed it according to Amazon policy. If you'd like to share feedback about your experience, we'd appreciate it. Your input helps us serve you better next time.

Why it stays inside policy: no defensiveness, no pressure, appropriate only when no dispute is open.

Fixing the causes of negative feedback

Most negative feedback traces back to a handful of causes: late shipping, poor or damaged packaging, the wrong item or a listing that oversold it, or an unanswered pre-purchase message. Tag each piece of negative feedback by cause and route it to whoever owns that part of the business: listing accuracy to the catalogue owner, packaging to fulfilment, response times to support. A pattern across several pieces of feedback is a process problem worth fixing, not bad luck to wait out.

When feedback can be removed

Feedback qualifies for removal when it is actually a product review misplaced as feedback, contains obscene language or personal information, or is fulfilment or customer-service feedback on an order Amazon itself fulfilled through FBA. There is a limited window after feedback posts during which removal is possible. A positive product review left as feedback can stay where it is; only the negative misfiled ones are worth a request.

Our guide to Amazon feedback removal has the full removal procedure and the current window.

Automating feedback requests from the support inbox

Sending the request on the right day for every eligible order, automatically, and skipping anything with an open ticket or an active return, removes the two most common ways a manual process slips: a request sent too early or too late, and a request sent to a customer mid-complaint.

Feedback tracked beside the buyer's message history means a request and a support conversation about the same order do not work at cross purposes. A rating-trend report by ASIN or by cause surfaces a slipping pattern before it shows up as a Buy Box problem. eDesk's Amazon feedback software runs this from the same inbox as buyer messages; our Amazon helpdesk software page has the full setup across marketplaces.

Frequently asked questions

What is Amazon seller feedback?

A 1 to 5 star rating on your performance as a seller, shipping, item condition, and customer service, separate from product reviews. Customers can leave it for up to 90 days after their order.

How is the Amazon seller rating calculated?

Amazon tracks your feedback percentage, the share of ratings that were four or five stars, across 30-day, 90-day, 365-day and lifetime windows, visible side by side in Seller Central. It feeds into your account health alongside Order Defect Rate.

How do I ask for seller feedback on Amazon?

Through an approved route: Amazon's Request a Review button, a neutral one-time message through Buyer-Seller Messaging, or a compliant packaging insert. A tool like eDesk can automate the request at the right time for every eligible order.

Does seller feedback affect the Buy Box?

Yes. Your feedback percentage feeds Order Defect Rate, which is a factor in Buy Box eligibility, and the rating is shown to shoppers comparing sellers of the same item.

Can I remove negative seller feedback?

For a defined set of reasons and within a limited window after it posts. See our full guide to feedback removal for the current reasons and steps.

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