seller
- What changed
- Buyer ratings of seller service, separate from product reviews
- When
- Updated October 2026
- Who it affects
- All third-party sellers, FBA and FBM
- What to do
- Check Feedback Manager weekly and request removal within 90 days
Key takeaways
- Seller feedback rates your service, not your product, and negative ratings count toward order defect rate.
- Amazon removes feedback only for set reasons, requested through Feedback Manager within 90 days.
- Never offer anything in exchange for removing or changing feedback.
Seller feedback vs product reviews
| Seller feedback | Product reviews | |
|---|---|---|
| Rates | Seller service | The product |
| Shown on | Seller profile | Detail page |
| Affects ODR | Yes, 1 to 2 stars | |
| Removal route | Feedback Manager | Report on detail page |
| Seller can remove | Only if criteria met |
What is Amazon seller feedback?
After an order, buyers can rate the seller from 1 to 5 stars and add a short comment. Amazon's seller forum guidance says buyers have 90 days from the order to leave feedback, and 60 days to remove feedback they have left. Ratings appear on your seller profile, and a strong percentage of positive feedback helps buyers trust your offer when several sellers compete on one listing.
Seller feedback is about the seller, not the product. A complaint about product quality belongs in a product review, and that difference is the basis of most successful removal requests.
Seller feedback vs product reviews
The two systems are often confused, but they work differently. Product reviews describe the item and live on the detail page. Seller feedback describes service and feeds into account health. For product review rules and reporting, see our guide on how to remove reviews from Amazon.
How negative feedback affects account health
Negative feedback is one of the three parts of the order defect rate, alongside A-to-z Guarantee claims and credit card chargebacks. Amazon expects sellers to keep order defect rate under 1%. A seller with a high order defect rate can lose the Buy Box, face restrictions and, in serious cases, account deactivation. Protecting your Amazon account health therefore means watching feedback every week, not every quarter.
Because the rate is a percentage, low-volume sellers feel each negative rating more. A handful of unhappy buyers in a quiet month can push the rate up quickly.
- Negative feedback: 1 or 2 star ratings
- A-to-z Guarantee claims
- Chargeback claims
- Target: order defect rate below 1%
Which feedback will Amazon remove?
Amazon does not remove feedback because it feels unfair or because the issue was later resolved. It does remove or strike through feedback that meets specific criteria. When a request is granted, the feedback no longer counts toward your rating or order defect rate.
- Obscene or profane language
- Seller personal information such as names, emails or phone numbers
- Comments that are entirely a product review
- Feedback about an order fulfilled by Amazon, where Amazon handled delivery (struck through)
- Late or undelivered orders shipped with Amazon Buy Shipping on time (struck through)
How to request feedback removal, step by step
Removal requests must go through Feedback Manager. Amazon's forum guidance warns that requests sent through other channels may not be accepted, and requests should be made within 90 days of the feedback being left.
- Go to Performance, then Feedback, in Seller Central
- Find the order in the Recent Feedback table
- Choose Request removal from the actions menu
- Answer the questions about why the feedback qualifies
- Submit and check the result; Amazon decides most requests quickly
- If declined, decide whether to reply publicly or contact the buyer
- 1Performance menu
Open Feedback Manager
- 2Recent Feedback
Find the order
- 3Request removal
Answer the questions
- 4Check result
Reply or contact buyer if declined
Contacting the buyer the right way
You may contact a buyer through Buyer-Seller Messaging to solve the underlying problem. If the buyer then chooses to remove the feedback, that is their decision. You must not offer refunds, gifts or anything else in exchange for removing or changing feedback, and you must not pressure the buyer. Doing so breaks Amazon policy and can put the account at risk.
How to get more positive seller feedback
The most reliable way to improve your rating is to remove the causes of bad feedback and make it easy for happy buyers to respond.
- Ship on time and upload valid tracking for FBM orders
- Use FBA or Seller Fulfilled Prime for consistent delivery
- Answer buyer messages within 24 hours
- Describe products accurately so expectations match
- Package fragile items well to prevent damage
- Use Amazon's Request a Review button, which asks for both a review and seller feedback
- Fix repeat issues shown in Voice of the Customer
Feedback, deals and restricted categories
Feedback affects more than your profile. Many Amazon programs check account health before approving you. Deal eligibility checks seller performance, and some Amazon restricted categories look at metrics like order defect rate. A clean feedback record keeps those doors open, including Amazon Lightning Deals during peak events.
How PPC Spider helps
PPC Spider's account health service monitors feedback and order defect rate for each client, files eligible removal requests and flags fulfillment problems behind repeat complaints. SpiderOS alerts the team when metrics move, so issues are fixed before they reach a warning. Start with a free Amazon audit to see where your account stands.
Sources
- Amazon Seller Forums: Navigating the feedback landscape, a guide to the Feedback Manager (sellercentral.amazon.com/seller-forums/discussions/t/abb44e6b-d186-4d96-9c20-c34f740978d0)
- Amazon Seller Forums: So you want to remove a customer review? (sellercentral.amazon.com/seller-forums/discussions/t/8a04c583-85e7-4971-a147-002722bfefa0)
- PPC Land: Amazon shuts Black Friday deal submissions for sellers on October 20 (ppc.land/amazon-shuts-black-friday-deal-submissions-for-sellers-on-october-20/)
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