Most sellers struggle to get more orders and improve their sales, while at the same time overlooking ways to reach that very goal. Some might think that review management is just a small part of the larger operation of an Amazon store; one that is not worth wasting money, energy, and time on. When you are stressing about a negative review and feeling helpless, however, you might start feeling quite differently about it. Customer review is, in fact, a key part of a well run Amazon store. Here, we will offer you the ultimate guide to review management, ranging from the importance of a good customer review to tips for dealing with the troubles that may arise from negative feedback.

Why reviews matter

“Customer reviews are one of the most valuable tools we offer customers for making informed purchase decisions.” said Chee Chew, the VP at Amazon. Indeed, according to a Local Consumer Review Survey, “84% of people trust online reviews as much as a personal recommendation and 74% of consumers say that positive reviews make them trust a local business more.” It can be reviewed, more than anything else, that will make the customer decide to purchase your product or not. Without a doubt, if your product listings are filled with negative reviews, this will damage the reputation of your store and directly affect the sales of your product.


Amazon reviews policy

Amazon has a relatively strict review management system. We must learn some rules and policies before we can make any changes. Here is a Q&A that you should know:

Q: Does Amazon allow customers to delete their reviews?

A: Yes. Amazon allows customers to delete or edit reviews.

Q: Are there any reviews that Amazon does not allow customers to post?

A: Yes. Here are some examples of reviews that Amazon does not allow:

  • A product manufacturer poses as an unbiased shopper to post a review of their own product.
  • A shopper, unhappy with their purchase, posts multiple negative reviews for the same product.
  • A customer posts a review in exchange for money.
  • A customer posts a review of a game in exchange for bonus in-game credits.
  • A family member of the product creator posts a positive review to help boost sales.
  • A shopper posts a review of a product after being promised a refund in exchange
  • A seller posts negative reviews on his competitor’s product.
  • An artist posts a positive review on a peer’s album in exchange for receiving a positive review from them.


How to handle negative reviews

1. Vote No for negative reviews

For every review you can vote, “Was this review helpful to you?” Please choose “No”, if the review is not true. According to Amazon, the more “No” votes a review gets, the less likely it is to appear on the first page.

2. Report Abuse

Report a buyer’s malicious comments to the Amazon team. You can click “Report Abuse” on the top of the comments. The Amazon performance management team will then deal with it based on the historical situation and correlation of the buyer’s account. These comments will not necessarily be removed so it is recommended that the seller describe the situation in detail and add reasons as clear as possible in the report.

3. Contact Seller Support

The Amazon seller support can help you too. Log in to your Amazon seller account, choose the order you would like to remove, and fill in the required information.

4. Contact customer

If the customer agrees to remove their negative reviews, they can remove the orders in their buyer account. We will offer some tips on how to contact the customer in the following section.


How to get customers’ contact information?

When you receive a negative review from a customer about one of your products then it is understandable that you would want to remove it. You do not have access to delete the review as you are the seller. Instead, you must find out who the customer is and contact them directly to edit or even remove their review. Here are two ways to get their contact information:

1. Find the customer by their user name

It is possible to search for the customer by their user name, but it can take a long time to find a specific customer. It is also possible, in some situations, for the customer to leave a review anonymously, which makes it even more difficult to find them.

2. Use review management tool

If you have enough of a budget then an easy-to-use review management tool is a great choice for you. AMZFinder can help you match your reviews to the corresponding order IDs, so that you can easily find the customers who have left negative reviews on your product.

Learn how to use AMZFinder:


Tips for responding to reviews

1. Respond quickly

When your customer leaves a review for your product, no matter if it is good or bad, you have to respond in a timely fashion. When your customer gives positive feedback, you can thank them for their purchase. If the reviews are negative, then apologize and, while keeping your patience, try to find out what their issues with the product were.

2. Solve your customer’s problems in a timely fashion

To have the best chance of successfully resolving the situation, you have to show that the problems have been addressed and that they will not be repeated in future. Here are some tips:

First and foremost, apologize. “I’m sorry, (Customer’s Name)”, goes a long way in diffusing any ill feeling. Next, address all concerns the customer expressed in the review. This may be explaining how to use the product or offering a refund or replacement. If they are upset about an incorrect product description, tell them you have corrected the mistake or politely direct them to where the accurate information is displayed. Be specific to the customer’s comments.

Make sure to assess whether the negative review was justified (misinformation on the listing, broken product, failure to work) or unjustified (the customer did not read the listings or instructions). If the customer is in the wrong, be delicate in pointing it out. Few potential customers will want to buy from someone riding a high horse.

If possible, offer a solution. Let them know they can contact you or that you can replace the item for them. Emphasize that customer satisfaction is important to you and always encourage the customer to reach out to you.
Thank them for their feedback and sign off as someone from customer support or your team.

3. Contact the customer directly

If you receive a negative review that is not qualified to be removed by Amazon, then your next step is to contact the customer once you receive their contact information. Although this takes a lot of your time and is fairly difficult, if you can get a good review then it’s worth it.

You cannot write or say directly, “Can you remove the review if we give you a refund?” That is against the rules of Amazon and will lead to your account being suspended. What you should do is apologize and offer a solution to the customer’s issue. If the customer agrees with your solution, you can politely suggest to them that they remove the review.