steps to remove negative amazon feedback

Navigating Amazon feedback can feel like a minefield – “doing this” is a policy violation, or “not explaining that” may result in a disgruntled customer. Before we jump into how to remove negative feedback on Amazon, let’s quickly review everything you need to know about Amazon feedback.

On Amazon, customers aren’t necessarily loyal to the seller. If your competitor has a rating of 100% and you have 98%- guess who they’ll buy from. It’s not always fair, and, it doesn’t always make sense. I remember when scoring a 98% on tests was exceptional and not second-rate, but shoppers and their behavior make the rules, and we have to listen and adjust our strategies to fall in line with how they actually buy.


Everything You Need to Know About Amazon Feedback

On average, sellers receive feedback for about 5-10% of their orders…meaning you are less likely to receive feedback on Amazon than on rival eBay.

Volume sellers with 100% feedback scores check feedback all day long, 7-10 times a day or hourly. But if you’re only receiving reviews 5-10% of the time, it’s a lot of stress for so little activity.

Amazon provides a great deal of information regarding feedback, but navigating Amazon’s seller central can be tedious. To eliminate time spent buried in the help pages, here are the basics about feedback on Amazon.

  • Feedback does erase after 12 months. If you receive a negative score, it will be eliminated after one year. Amazon considers this a “gift” of sorts, by offering sellers a fresh start.
  • Amazon sends a request for feedback 2 weeks after payment- there’s no opt out.
  • You can appeal negative feedback- but only under certain conditions.

What affects feedback? According to Amazon, the most common causes of negative feedback revolve around shipping. This includes:

  • Out of stock items
  • Late shipment
  • Messy or complicated return
  • Product not as described
  • Wrong size or product
  • Product quality
  • Customer service
  • Inaccurate feedback

Even though Amazon considers its 12-month turnaround of feedback is a gift of sorts, many sellers don’t have the luxury of letting a negative review stay that long.

When it comes to feedback, the best way to deal with it is, first and foremost, is to prevent it.


Get Ahead of the Game!

The most frequent reason a buyer leaves negative feedback is due in some part to the shipping process. It’s especially important to efficiently communicate and execute this portion of the online shopping experience for your buyers. In order to prevent any confusion with your product delivery process that could lead to a complaint, follow these steps.


Shipping vs Delivery

Make sure you set very clear expectations regarding your shipping process, and how it relates to actual delivery time. If your store page states you ship in 1-2 days, be sure to explain that means the item leaves your possession – and heads out to the mail carrier – in 1-2 days.

Some customers may confuse this as a promise of when the package will be delivered to their doorstep, and are upset when that is not realized.

If after shipment, delivery takes another 5-7 business days, be clear about this. You may even add both time frames together, just so customers are aware of the total amount of days it will take until their item arrives.

If it makes sense to set proper expectations for packages going through customs or any other irregular possible delays – do it!



This applies to all marketplaces, but it’s something that can prevent negative feedback. Take clear, well-lit photos of your products. If there are any details that could affect purchase (either positively or negatively, such as a dent or intricate details that add to it), document them and take a close-up of exactly what you’re trying to describe in the product details.

If you must use the images imported with the product UPC and the item in any way varies from the pictures, then you must be transparent about this in step 3.

If you are able to upload the actual product image showing the variance, then that is best. Use the product description to its fullest advantage – for both you and the customer.


Product Description

This is your opportunity to tell buyers every minute detail about your product- if it’s a table, what wood is it made of? If it’s clothing, is the fabric breathable? Does the color fade? Are there any discrepancies between the UPC based photo, and the specific item you are selling? Is there a story behind the product? Can you invent a humorous story to tell?

These details matter and create a sense of humanity.

It becomes harder to leave a nasty note when you know there are human beings behind the sale! Tell the customer everything.

The more you disclose, the better you can arm yourself against buyers who are unhappy with a purchase.



Another method to prevent a negative review is to respond to all customer emails within 24 hours (try to shoot for a 2 hour window if possible – that’s what we do at ecomdash).

This may seem like common sense, and for many of you sellers, you already know how to do this impeccably. If a customer reaches out to you after receiving the product, it is likely due to a concern with their order.

By responding quickly and with every intention of solving the issue fairly, you communicate to them that their concern is yours as well. If they feel like you are on “their side” so to speak, they will not feel the itch to leave a negative review.

e suggest setting a policy for your business that you can post on your store page- something that lets the customer know that within 2 hours (during business hours), you will get back to them.

If you’ve followed these steps, and you still find yourself in a situation where you need to have negative feedback removed, don’t fret. Here’s what to do next.


Steps to Remove Negative Feedback on Amazon


Work Fast

Contact the customer as soon as you see the feedback. Make sure you remove all emotion from the correspondence.

This can be difficult – we know that you care about your business, and it can be hurtful to have words jeopardize your success. But if you become emotional during the exchange, even if it is only to express sorrow, you can make the customer uncomfortable, and they will be less cooperative.

Email templates are helpful with this, because they are premade before an issue arises in which you may feel emotionally charged. Contact them first via email and offer to correct the situation as appropriate.


Take Trigger Words Off the Table

Relationship psychologist Dr. Kristen Davin suggests taking certain “trigger words” off the table in conversations in relationships. Do the same with your shoppers.

Trigger words are phrases that could possibly incite more emotional animosity out of a situation, phrases that aren’t solution oriented. Here are some words and phrases you should consider banning from your customer communication.

  • “No returns.”
  • “No refunds.”
  • “You made the mistake.”
  • “I’m sorry.” (Some say “I apologize” is a much stronger option, as saying you’re sorry suggests a state of being rather than a response to an individual situation.)
  • “No one ever complains about that.”
  • “That’s not my responsibility.”


Don’t Play the Blame Game

The blame game is a defense mechanism caused by a fear of being open and vulnerable enough to admit you were wrong. Psychologist Dr. Lisa Firestone points out that poise, compassion, and an openness to feedback can stop the blame game in its tracks. What does that look like for sellers?

  • Poise – Do not play the blame game with the buyer. This is a game that needs two players, and if you don’t opt in, you can’t be dragged down an unwinnable path. Stay calm and professional.
  • Compassion – Acknowledge and validate the feelings of the buyer. Tell them you apologize that their item didn’t arrive how they imagined it, and that you understand why they’re upset. The customer who was ready to do battle is now disarmed by your kindness.
  • Openness to feedback – Really listen to the customer and reflect on the process. Maybe, just maybe, you weren’t clear enough in your product descriptions. Maybe there were better descriptors you could’ve used. What is the customer asking for? A refund? An exchange? Be open to delivering it. 95% of customers who ask for a return will buy from you again if the return is painless.


Use the Phone

If they don’t respond through email, call them. Say you’re so-and-so with “the product they bought.” They won’t remember your store name, but they will remember the book, vase, or any other item they ordered that didn’t meet their expectations.

Work with them to find a solution, and once you do, it’s fitting to kindly request an update to the negative review. However, you may not offer any incentive to a buyer for either providing or removing feedback. Doing otherwise will result in a policy violation. You may offer a free product in exchange for an unbiased review, but it must be clear that it is not for a biased positive review. If you offer a free product in exchange for review, the product must be provided in advance, with no refunds. You cannot ask for a buyer to remove negative reviews if they found the product unsatisfactory.


Send a Letter

If, after working through the above suggestions, they have not edited the negative review affecting your ratings, contact them the old fashioned way – snail mail.

Send a thoughtful (yet professional) handwritten request. It’s very non-confrontational and reminds them of all the actions you took to make things right.

They may have simply forgotten about the bad review, and will promptly login to fix it for you at that time…you never know.


Appeal It

Regardless of where you are in the process of getting rid of negative feedback, we encourage sellers to always appeal it. Even if you are denied, you still have the above suggestions to guide you through asking the customer to remove it.

Bear in mind, we’ve heard that you have a better chance of winning an appeal if you’re using FBA (or use other Amazon paid services), or the customer bought through Prime.

Escalate each case to a supervisor, and submit it for review. You really only have a few days to successfully ask a customer to remove feedback, but Amazon allows 60 days to appeal. I

f the negative feedback is related to shipping or delivery (which, as we found out, they often are), you are 50% more likely to win an appeal.


We understand why you value your metrics deeply – in an online realm where there is no face-to-face, that ranking is your entire reputation. While you may not be able to remove all your negative feedback, you can work on requesting more positive feedback to balance it all out!



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