Negative feedback can have several adverse effects on sellers:
(1) Decreases the likelihood of winning the Buy Box.
What to do if an Amazon store receives negative feedback from buyers? (Specific operational steps included)
The Buy Box, located at the top right corner of a single product page, is the most convenient purchase position visible to buyers while shopping.
Winning the Buy Box means maximum visibility for a seller's products. As multiple sellers can offer the same product on Amazon, there is often competition to win the Buy Box.
Amazon designates the seller who wins the Buy Box based on the customer experience provided by the seller. Hence, seller ratings are crucial.
According to Amazon's rating system, a seller with significant negative feedback almost has no chance of winning the Buy Box, and their ability to attract buyers will be greatly diminished.
(2) Negative feedback may lead to Amazon revoking your selling privileges.
The Order Defect Rate (ODR) is an indicator Amazon uses to measure the health of a seller account.
ODR = Number of 1 or 2-star rated orders (within a certain period) / Total orders (within a certain period) * 100%
As per Amazon's policy, sellers with an Order Defect Rate exceeding 1% will lose their selling privileges. This means that if your Order Defect Rate goes above 1%, your selling privileges will be revoked.
(3) Neutral feedback can also harm seller sales.
Any feedback rated 3 stars or lower can damage a seller's image.
Amazon doesn't solely measure a seller's average star rating; it also calculates the percentage of positive feedback received by the seller in the last 12 months. Since Amazon only considers 4 and 5-star ratings as positive, a 3-star rating falls into the category of negative feedback.
