Amazon updated the Feedback Manager tool in Seller Central, explaining that sellers can now see their seller-fulfilled customer service performance across three critical insights: contacts, response time, and buyer sentiment.
“These updates can help you identify opportunities for customer service improvement through Buyer-Seller Messaging and trends for the prior four-week period, on a rolling basis,” Amazon explained, and listed the three metrics as follows:
- Preventable contacts
- Average contact response time
- Buyer dissatisfaction rate
“These performance insights are intended to be educational only,” Amazon said. “Your account health won’t be affected.”
In November 2023, a seller and consultant posted the following video on YouTube showing how the feature worked and recommended that sellers check Amazon Feedback Manager every day to make sure their accounts stay in good health:
Sellers responding to Amazon’s announcement this month said they were not immediately able to see the changes. One seller had an intriguing suggestion to help sellers gather insights into reasons behind returns:
“I wish there was a way to get more detailed/actionable feedback from customers for the purposes of product improvement. One idea is to allow sellers to create a list of a few standard questions for customers to answer at the time of product return. Amazon can maintain control by curating the questions and displaying them as one of the return steps. Return insights which exist today provide no actionable value to us. Neither do 99% of comments left by customers.”
