[UPDATE 6/7/23: public replies to reviews are no longer supported by Amazon]

Today’s episode is the second in a two-part series about Customer service on Amazon. Listen to Part 1 first!

Show outline:

1. The next touch points of customer service on Amazon and tips/insights for each.
2. Download our free Amazon-friendly message templates: customer service email templates (PDF).

Subscribe & review on iTunes | Stitcher | Google Play | Spotify.

Product Reviews

• Perhaps the most important due to many sellers using FBA. It’s a strong indicator for ranking and has been the center of controversy.
• Customer product reviews. “Amazon encourages buyers to review the products they like and dislike to help customers make informed decisions about the products they purchase.”

“If you decide to ask a buyer to leave a review, you may not ask for a positive review or ask for reviews only from buyers who had a positive experience, nor may you ask customers to change or remove their review, or attempt to influence the review. For example, you may not offer any compensation for a review, including money or gift cards, free or discounted products, refunds or reimbursements, or any other future benefits.”

Answers to Questions about Product Reviews.

• Sellers can post public responses to reviews “Seller badge” – Rep. Man.
• Amazon Vine. “Amazon Vine invites the most trusted reviewers on Amazon to post opinions about new and pre-release items to help their fellow customers make informed purchase decisions.”
  • “Amazon Vine is an invitation-only program.”
• Best practices + tips/insights.
  • Respond to all reviews.
  • Use Amazon-compliant language.
  • Use your Amazon storefront “Contact” link.
  • Don’t stress about a poor review – offer help and make sure other buyers see your desire to help and improve. A mix of reviews exudes Authenticity.
  • Tip: Contact shoppers to offer help.
  • Never ask buyers to change their comments
  • Never be combative.

Seller Feedback

There’s a “Feedback Manager” in your SC account.

“Use the Feedback Manager to track buyer satisfaction with your service. You can view short- and long-term metrics, as well as detailed feedback entries, including buyer e-mails and Order IDs.”

“Buyers have 90 days to leave feedback and 60 days to remove it. Amazon will remove feedback only when it meets the criteria specified in our policy.”

Amazon (“About Feedback Manager”)

• Review Vs. Feedback
  • Seller Feedback matters more for MFN vs. FBA.
  • A story about packing coasters.
  • Opportunity for future reviews.
• Selelr feedback best practices + tips/insights.
  • Contact shoppers to offer help
  • IF FBA:
    • Request for removal of negative feedback that is actually a product review. Leave 4-5 star feedback as is.
    • Public post (transparency for other shoppers).
    • Direct message (offer help).
    • Thank buyers for their feedback. Possible opportunity for a light request about leaving a review. Don’t SPAM.
  • If MFN (Seller-fulfilled):
    • Offer buyers help and do what you can to improve their experience.
    • Use a public post and direct message.
  • Offer an excellent resolution.
  • Never ask buyers to change their comments.
  • Never be combative.

Customer Questions & Answers

Amazon “Customer questions & answers” is a public way for shoppers to get connected to answers already submitted.

We recently published, Amazon Seller’s Guide to Customer Questions & Answers, check it out for more about this customer service touchpoint.

• Shoppers or the seller may respond (Seller badge).
• Amazon sends notifications when these are posted.

• Customer Questions & Answers best practices + tips/insights.
  • “Seller” stamp when responding from an authorized user account
  • This is a publicly viewed forum. Take this as an opportunity to show buyers that you’re a dependable and helpful seller. Truly answer the question, anticipate future questions.
  • Answer quickly -> Your answer could make the difference in whether or not a shopper goes through with their purchase.
  • You can delete, but NOT edit a response.
  • Use this information for future iterations of your listing, product images or packaging.

Customer Experience Quote:

“The way to gain a good reputation is to endeavor to be what you desire to appear.”

– Socrates

Do it!

• Download our free Amazon-friendly message templates: customer service email templates (PDF).
• Subscribe to the podcast!
• Chat with us/share your story? >> keepsmiling(at)sellersmile.com

Next time on Keep Smiling…

Michale and I discuss “Essentials for your Web Store Customer Service.”

Thanks again, and Keep Smiling!