How to Respond to Amazon Negative Reviews

Sarah Abel

July 27, 2021

Negative Amazon reviews are painful–they can bring down your overall rating, damage your brand reputation, and thwart future customers. But they also feel inevitable, because every buyer will come with different expectations. So how do you deal with negative reviews?

Previously, Amazon allowed sellers to provide a custom response to any and all reviews to help mitigate this pain. A brand’s response appeared as a comment in a public thread on the initial review on the product listing page. This gave brands a way to support the customer further, while showing future customers that the brand was aware of the feedback, was working to make improvements, and cared about each customer’s experience.

Unfortunately, buyers weren’t regularly responding to seller comments trying to help the experience, meaning the feature wasn’t necessarily driving better customer support or resolving unfavorable reports.

In a bittersweet way, the ability to comment directly on reviews was retired by Amazon in December 2020. Bitter because removing the feature left brands feeling deflated and hopeless against resolving negative reviews and the issues causing them. Sweet because it paved the way for Amazon to launch a Contact Customer feature under the Customer Reviews tools.

You heard it right, Amazon provides a feature allowing sellers to respond directly to negative reviews to get more information from the buyer, offer a replacement, or offer a full refund.

What is the Contact Customer feature of Customer Reviews?

The Contact Customer feature allows brands to respond to negative reviews in seller central using a templated email. Brands have the option between 2 Amazon created templates: One that offers a replacement or refund, and another that asks for more information.

2 contact customer response options

The templated emails are not customizable, but offer a starting point to allow sellers to contact unhappy buyers. If the customer chooses to respond to a seller’s initial email, the response will show in the messages section of seller central and the seller can then respond freely, no templates necessary.

This feature can help drive results because sellers are reaching out to buyers directly via email, instead of hoping a customer checks their previous negative reviews for responses.

What counts as a negative review?

Any review that received a 1, 2, or 3 star rating is eligible for the Contact Customer feature. If a review is eligible it will show in the right hand corner of the review in the Customer Reviews section of seller central.

Contact Customer

If a review received 4 or 5 stars, a message will be displayed in the right hand corner letting sellers know the review is not eligible for the feature.

Great job! Reply not needed message

Are there any restrictions on the Contact Customer feature?

To access this feature you must be a registered brand with Amazon. Adding yet another benefit to the analytics, advertising, A+ Content, and more of Brand Registry. (If Brand Registry is your only barrier to the feature, get in touch today to see how we can help)

Brands are also only able to respond to negative reviews that occurred within the last 6 months, so checking reviews and responding in a timely manner is a must.

What are the pros of the Contact Customer feature?

The ability to contact customers directly has the potential to benefit sellers greatly. Responding to an unhappy buyer and resolving their issues may result in that buyer removing their negative review, or even better, changing it into a positive one.

Since you can’t remove negative reviews, helping the customer to have a better experience and rethink their negative review is your best option. And, because Amazon is the gatekeeper of customer contact information there is no way for sellers to reach out to disgruntled buyers outside of the feature.

But even if the buyer doesn’t change or remove their review–and even if they don’t respond to your message–if the buyer sees the email attempting to provide a solution for their grievance this can positively impact the way they view your brand going forward, which boosts your brand reputation.

What are the cons of the Contact Customer feature?

While emailing buyers is a more direct approach to solving their problems, emails can be easily lost or ignored in our digital age. On top of that, these emails are not public, so even when you do your best to resolve the issues raised in the negative review, future customers won’t know.

Previously, when sellers could comment on reviews, prospective customers could see how a brand responded to any down-sides mentioned in a negative review and weigh the brand’s response against the criticism. Now the resolution is between the buyer and seller alone.

Amazon customers also have the option to opt out of all communications from sellers. So, if a buyer has opted out of these communications then the option to contact the customer will not be available. And, unfortunately, there is a good percentage of customers who have opted out.

Unable to Contact Customer Message

How to send a response using the Contact Customer Feature

To use the Contact Customer feature open the main navigation in Seller Central and select brands and then Customer Reviews.

Customer Reviews Navigation

Once on the customer reviews page you can sort reviews by star rating and select 1, 2, and 3 stars.

Select Star Rating

After you have sorted by stars you will see all reviews that have the potential for the Contact Customer email. The feature availability will be displayed in the top right corner. If the customer has opted out of messaging you will see ‘Unable to Contact Customer’ and if the review is 4 or 5 stars you will see ‘Great job! Reply not needed.’

But if the option is available, you will see ‘Contact Customer’ which you can click to select which email template you’d like to send.

Contact Customer

2 contact customer response options

If you select the Courtesy refund you will see a templated email offering a replacement or refund, depending on the customer’s request in their response.

Courtesy Refund Email

If you select the Customer review email you will see a templated email letting the customer know you’d like to address their concerns.

Customer Review Email

Once you have decided which email to send, you simply click ‘send’ in the bottom right corner. It’s that easy!

Is this a better way to manage negative reviews?

While every consumer can have a unique perspective on how they want their concerns handled, Amazon offering more options for buyer-seller communications is a win in itself.

Looking for help managing your reviews and customer experience? We’d love to set you up with a brand manager who can help manage your marketplace information, optimize your listings, and handle negative reviews and customer support.

Get in touch today

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Global Ecommerce Weekly News: 27th September 2022
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Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

How an Amazon SEO Agency Should Be Serving Your Brand
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How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Global Ecommerce: Weekly News (20th September 2022)
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Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)