Product Reviews, Seller Feedback and Customer Questions
Transcription
Brands have a lot of competition on Amazon. They have to entice over 500,000 prime members to buy their products above all others on the e-commerce platform. They have to leave the customer with no reason to look elsewhere when searching for a solution to their need. If a brand wins over the customer and influences that customer to buy their product.
show moreAnd if their brand is the only selling outlet on Amazon. It’s a win-win scenario, but what if the same product from the same brand is sold from multiple suppliers? What if the customer has options in selecting an easy tailor to purchase from how does a customer determine which seller to choose?
Oftentimes a well-known house brand is competing against other resellers or distributors for the sale of the same branded price. It would be logical to think their price is the main driver in this situation, the seller with the lowest price wins the sale. However, that is not always the case. Seller ratings and feedback are important metrics and provide customers with proof that their brand or reseller is a trusted seller and one worth doing business with.
So what is seller ratings and feedback?
Seller ratings and feedback are different, but oftentimes use interchangeably. Seller ratings is a measurement of your performance as a seller. It provides a numerical measure of your worth and success as a seller, as rated by Amazon. Whereas seller feedback is ratings and comments posted by customers about your level of service.
Let’s look at this example, we can see here, the average seller ratings of 4.5 out of five stars. And if we look below here, we can see individual comments by the customer and they’re posted ratings.
In this video, we’ll dig deeper into seller ratings. This rating is based on a numerical score between zero and a hundred with zero being the worst and 100 the best. Each order fulfilled is graded individually and provided a score based on various metrics decided by Amazon. We’ll go through a list of known areas that will negatively affect a seller’s ratings.
The first is shipping time was a product delivered to the customer in the advertised timeframe. The second is order cancellation. What’s the customer’s order canceled before fulfillment. The third is charged back. Was there any unauthorized purchases on the credit card? The fourth is customer inquiry.
Did the customer inquiry receive a response in a timely manner? The fifth is seller feedback that the customer posts a negative review. The sixth is a to Z claim. Did the customer open a claim with Amazon? The seventh is refund rate was a refund issue due to dissatisfaction. The eighth is returned to satisfaction rate was a customer unhappy with how the refund was handled.
The ninth was ordered defect rate where there are many problems with the order. The 10th is the tracking rate was a customer aware of the shipment, location and timeframe. The 11th is customer support. Dissatisfaction rate was the customer problem solved. The 12th is negative feedback rate or many orders associated with negative feedback.
The 13th, his pre fulfillment cancellation rate was the item in stock and available for fulfillment and the 14th. The last one is a perfect order percentage. Did the order meet a score of 100%? This list is extensive and not all areas apply to each order, but from a high level. We can see that Amazon reviews a lot of areas to ensure customers are satisfied with an order and seller’s performance.
Amazon uses a weighted system to provide a score. So all areas are not weighted equally. Seller rating is based off of borders within the last 365 days. So if over the last 365 days, you sold 1000 items, each of those 1000 items are given an individual score or scores or added together and divided by the total number of items to obtain a rating average.
The seller feedback and rating system is rather complex in order to be successful on this enormous selling platform. Sellers must maintain a high feedback rating to stand apart from the competition and win the sale each and every time.