1. Learn Amazon's feedback system and rules

As a world-renowned customer-centric brand, Amazon provides detailed guidance to third-party sellers on how to run their business. Reputation management is, of course, among them.

Although Amazon has a detailed list of "seller restricted activities", asking for customer feedback is allowed, and Amazon even encourages sellers to do so. Amazon publicly stated: "A high feedback rate is an important factor in a seller's success. Customers often browse feedback ratings to decide whether to place an order with a seller.

Amazon went on to say: "You can ask customers to leave reviews, but you cannot pay or otherwise incentivize customers to write or delete reviews. ”

2. Create an Action Plan

After researching Amazon’s guidelines, you’ve decided to protect your seller reputation by soliciting feedback. Before you send an email, come up with a plan and execute it

There’s a lot to do as an e-commerce person. With sourcing, managing inventory, processing orders, and billing priorities filling up your day, it’s easy for feedback management to fall to the bottom of your to-do list. To avoid this, create a recurring calendar reminder that you can actually commit to, starting with once or twice a week. When reminded, put in the time to do it, and don’t get frustrated by low feedback rates.

You should also develop tests Different email wording. Because email marketing masters will tell you that a slight change in wording can have a big impact on the response rate. Try to use matter-of-fact language and don't be too aggressive. Remember, you need to make sure that the customer is satisfied first.

3. Start soliciting feedback

It is quite direct to ask for feedback on the Amazon platform. Log in to the Amazon Seller Center, click "Order Management", and edit the date as appropriate. Select any order and you can start contacting customers. There is a drop-down menu in the email title bar, select the "Request Feedback" option. (If you are not sure whether soliciting feedback is useful, think of it as a way to get psychological comfort)

Next, you have to edit the message. Amazon recommends keeping emails brief and focusing on whether the customer is satisfied. When using Amazon's feedback management system, you can also teach customers how to leave feedback suggestions.

It is also wise to ask more experienced merchants in the seller forum for advice. Because you will soon learn that many sellers choose pre-built feedback templates rather than asking customers to write one by one.

4. Clear out negative reviews

Most people who are willing to write reviews are those who have had a bad shopping experience. Amazon provides a list of "situations to avoid", but you will definitely encounter some problems. A small negative review, if not corrected, can deal a major blow to your sales.

Fortunately, there is a program You can ask sellers to remove negative feedback. For example, if a customer uses uncivilized language, Amazon will delete their comments. In addition, if a customer has any doubts and accidentally leaves a review about the product (not intending to criticize the seller). In this case, Amazon will also delete their feedback.

There are many cases where Amazon cannot automatically delete reviews. For example, it is possible that you really made a mistake and sent the wrong goods to the customer. Before you find out, the customer has already posted a negative review. Amazon allows you to contact the buyer to correct the mistake. After the problem is resolved, you can ask the buyer to delete the negative review. Amazon customers can delete reviews within two months, so you'd better act quickly.

5. Find product reviews

Unlike eBay, where goods are sold by bidding, sellers on Amazon only need to try to get customers to put their products in the shopping cart. Therefore, in order to increase profits, sellers are better off working hard to increase the exposure of their products, even though their competitors are doing the same thing.

Many sellers solicit product reviews by actively asking for feedback. This is very helpful for companies that sell private label products.

6. Consider someone to manage reviews

As your business expands, it can be very tiring to spend time soliciting feedback and opinions. To reduce the burden, it would be wise to find an assistant to collect feedback and track negative reviews. But be very careful in doing so, because you are putting a valuable asset in the hands of someone else. Be cautious and make sure you know what you want from him in advance.

Another way to standardize the feedback process is to use automated software tools. Sellers have many options, so think carefully before making a decision. Seller reputation on Amazon is closely related to your business, but it is in the hands of others.

Successful merchants understand the importance of good Amazon reputation, and they expect customers to see this when comparing themselves to other merchants. It's time to take control of your seller reputation so that your online business can navigate