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Feedback FAQ

What is a good feedback score?

We focus on negative feedback ratings as a percentage of total feedback ratings (the "Negative Feedback Rate") as an indicator of seller performance. Our very best sellers have a close to 0% Negative Feedback Rate.

Amazon's Performance Targets state that, "the number of negative feedback entries should be less than 5% of the total feedback entries received". If your negative feedback rate is greater than the 5% performance target, you may want to review your business practices and adjust to the demands of customers.

To read more about our Seller Performance Targets, visit our Seller Performance Plan help topic.

How can I get feedback removed from my account?

Amazon will remove feedback only in the following cases:

  1. The feedback includes words commonly understood to be obscene or profane.
  2. The feedback includes seller-specific personally identifiable information, such as e-mail addresses, full names, telephone numbers, etc.
  3. The entire feedback comment is a product review, such as "The Acme Super-Widget lacks the sharpness and speed of the Acme Ultra Widget." However, if the feedback comment is only partly a product review but ALSO contains feedback about the seller's service, such as "Seller's shipping service was very slow, and the Acme Super-Widget lacks the sharpness and speed of the Acme Ultra Widget," then the feedback would NOT be removed.
  4. The entire feedback comment is regarding fulfillment or customer service for an order fulfilled by Amazon. Feedback reviewed and determined to be relating explicitly to fulfillment and customer service for an order fulfilled by Amazon will not be removed, but a line will appear through the rating and the statement, "This item was fulfilled by Amazon, and we take responsibility for this fulfillment experience" will be added.

That said, customers can remove feedback they have left within 60 days from the date the feedback is created. We encourage you to work with buyers to resolve any issues regarding your transactions. A buyer could then remove the feedback if they feel it would be appropriate. Note that pressuring a buyer to remove feedback is a violation of our policies.

See the below question "How can I respond to my negative feedback?" for more tips on how to deal with negative feedback.

How can I respond to negative feedback for an order?

Most sellers will eventually receive some negative feedback. When you receive negative feedback, put it in perspective. A 0-2% negative feedback rate is great. If your negative feedback rate is greater than 5%, you may want to review your business practices and adjust to the demands of your customers.

When you receive a negative or neutral feedback, there are several ways that you can respond:

  1. Learn from it and let it go: Each negative feedback is a great opportunity to learn about and improve your operational practices. When you are signed in and viewing your Profile page, you will see the buyer's name and the associated order number. In many cases, it's best to look at the order which received the negative feedback, fix any underlying problems in your business, and let your good record stand for itself.
  2. Ask the buyer to remove the feedback: If you want to respond to negative feedback, the best option is to work with the buyer to improve the situation that led to the negative feedback. Then, ask the buyer to remove the feedback. To do this, contact the buyer with concern over the problem, and remedy it if possible. If you develop a positive relationship, ask the buyer to remove the feedback. Instructions can be found on our buyer Help page, Remove Third-Party Seller Feedback. When contacting a buyer, always keep in mind that pressuring a buyer is unacceptable and a violation of our policies.
  3. Leave a response to the feedback. If you cannot work with the buyer to remove the feedback, leave a professional and positive comment in response to the feedback, and move on. To do this, go to your Seller Account and click "Manage your Ratings and Feedback" under the Reports heading. When you find the feedback you would like to respond to, click the button to respond to the feedback. You'll be able to remove the response later if you would like to, and if the buyer eventually decides to remove the feedback they left, your response will automatically be removed.

A buyer wants to remove feedback. What instructions should I give?

Here are simple instructions to give to buyers. They are also available on our buyer Help page, Remove Third-Party Seller Feedback.

  1. Go to
  2. Under "Personalization," in the "Community" column, click "Seller Feedback Submitted By You."
  3. A list of all of the feedback left by you will be displayed. Click the "Remove" link next to the feedback would like to remove.
If there is no "Remove" option next to a comment, this means the 60-day removal period has expired.

How long do buyers have to leave feedback?

Buyers have 90 days to leave feedback. From the date they leave feedback, they have 60 days during which they can remove it.

Why doesn't all my feedback appear on my account?

When viewing your nickname on the Offer Listing Page, buyers see your average feedback rating as calculated for the last twelve months. The text will read like "95% positive over the past 12 months. (790 ratings)" The twelve month period is a sliding window of time, starting with the current date and looking back 365 days. As the window slides one day forward each day, feedback left on day 366 will "fall off".

Buyers can click on your nickname to view your lifetime feedback as well as feedback for all three sliding windows (30 days, 90 days and 365 days) using your At a Glance Feedback page. From this page, buyers can also view your last five feedback comments, including your own remarks. They can also click a link to view all of your seller feedback.

If a seller has less than 10 ratings over the last 365 days, the lifetime rating will be displayed instead.

Feedback ratings which are not included in computed feedback scores:

A seller's feedback calculation will only include ratings left for them as a seller. Ratings earned as a buyer will not be included in the rating display on the Offer Listing Pages or the Member Profile. Comments and ratings from other sellers will still be visible, but such ratings will be excluded from the overall calculation.

Feedback will only be displayed in the marketplace where the feedback was left. For example, if you primarily sell in the UK, you will not be able to use your UK feedback as part of your seller reputation in the US or in Germany. Likewise, a negative feedback score in Germany will not harm your reputation as a seller in the US. There are many reasons why we have adopted this policy:

  • Many sellers perform less well in their non-dominant marketplaces.
  • The selling environment varies by marketplace.
  • Shipping within a country takes much less time than shipping to a different country.
  • It creates opportunity for local sellers in new marketplaces.
  • Most of our sellers sell in a single marketplace today.

Why didn't the buyer leave feedback?

It's a buyer's choice whether or not to leave feedback. However, sends reminder e-mails to buyers suggesting that they provide feedback. These e-mails are typically sent within 2 days of the maximum estimated delivery date of an order or within 22 days of the order being placed (whichever comes first) if the buyer hasn't already left feedback. Buyers have 90 days to leave feedback.

Can a person I refunded leave me feedback?

Yes. We allow customers to leave feedback after you've accepted a return and/or refunded them money. This allows customers who had a great experience with your return and refund processes to express their opinions. It also allows buyers who felt confused or angry by a refund to express their opinions.

Why don't I have much feedback?

If you don't receive feedback quickly, don't be discouraged. Most Amazon sellers receive feedback on 10% - 20% of their sales. Please know that leaving feedback is an individual's choice, not a requirement for using our site. Amazon cannot compel buyers to leave feedback.

You may notice that much of the feedback you receive is left after we send feedback reminder e-mails to buyers. These e-mails are typically sent within 2 days of the maximum estimated delivery date of the order or within 22 days of the order being placed (whichever comes first) if a buyer hasn't already left feedback.

A Buyer may not leave feedback on an Amazon order while the order is still pending. You need to make sure you have confirmed the shipment, so the order moves on to status complete.  If a buyer is having any difficulty leaving feedback, please ask them to contact A buyer must be logged into their account to leave feedback.

I have been selling a few items on Amazon for the last month. Why is my rating still 'new'?

We display the text "Just Launched" next to all sellers who have never received a feedback on a purchase where they were a seller. As soon as you receive your first feedback, your feedback rating will look like other sellers' feedback ratings.

Seller Support

Please use the e-mail address associated with your Seller account.