What Is Seller Feedback?

Seller Feedback is a separate rating system from product reviews. When a customer leaves seller feedback, they're evaluating you as a seller — how fast you shipped, whether the item was well packaged, how you handled any issues — not the product itself. Feedback is scored on a 1–5 star scale and contributes to your overall seller rating, which is visible to buyers and monitored by Amazon.

Why It Matters More Than Most Sellers Realize

Your seller feedback score directly influences your Buy Box eligibility. Amazon uses it as one of the signals to determine whether you're a reliable seller worthy of the featured placement. A consistently low feedback score can suppress your Buy Box win rate, reduce visibility in search, and in serious cases, trigger account performance warnings. For FBM sellers especially, it carries significant weight.

Product Reviews vs. Seller Feedback — Know the Difference

One of the most common issues sellers face is customers leaving product complaints in the seller feedback section. If a buyer leaves feedback about the product itself rather than the seller experience, you can request its removal through Amazon — this is one of the few cases where Amazon allows feedback to be struck through or removed. Key things to know:

• Feedback about product quality or description belongs in product reviews, not seller feedback — and is removable
• Feedback mentioning fulfillment issues for FBA orders can often be removed since Amazon handles fulfillment
• Aim to maintain a positive feedback rate above 95% to stay in good standing
• Respond to negative feedback professionally — it signals to future buyers that you take service seriously