ChannelReply Blog

Why Amazon Feedback Requests Are Awesome

Published at Feb 06, 2017.

The idea of sending a customer an Amazon feedback request makes a lot of sellers nervous. What if you remind an unhappy buyer that they wanted to leave a negative rating? Is it really worth it?

We say yes. When done well, it will help you get more Amazon feedback and put you one step closer to winning the Buy Box. Here’s why it’s a good idea, plus how to do it right.

Last updated 7/25/2018.

Why Sending Feedback Requests Is Wise

1. The Risks Are Overblown

Man Armed with a Banana

It’s true that asking for feedback might provoke an unhappy customer to leave bad feedback when they normally wouldn’t bother. But what about all the happy people who would have forgotten to leave a positive rating?

As long as you pack your products well and ship on time, the overwhelming majority of your customers will have positive experiences. If 99% are happy, then 99% of responses to your feedback requests should be positive, just as long as you use your email well.

Why let that one bad rating keep you away from the 99 good ones you’re missing out on? It’s like refusing to go outside on sunny days because you’re afraid of sunburn. Take reasonable precautions and move past the fear.

2. Amazon Is Completely OK with It

Amazon is totally cool with you asking customers for feedback. That’s why the feedback request option exists!

3. The Impact Can Be Immense

Victoria Crater

Only a small percentage of customers typically leave feedback. It’s easy for them to see it as something inconsequential, and Amazon’s generic, impersonal feedback requests often go ignored.

However, if you can remind buyers that you’re a real person and rely on feedback, you’ll drive home the fact that their action (or inaction) makes a real impact.

People don’t stop littering just because someone tells them it’s naughty. They stop because they see birds caught in six-pack rings and understand the consequences.

Amazon’s feedback reminders are like someone saying “Littering is bad.” An email from the seller is a struggling bird. It’s a real connection that motivates people to act.

That’s not to say be all sad and pathetic in your request! Just hang on a little longer and we’ll get to how to actually write this thing.

4. A Good Feedback Request Can Prevent Negative Feedback

A well-written feedback request doesn’t just prompt positive ratings—it also preempts negative ones. Once again, it’s just a matter of how you write it.

OK, so How Do I Write a Great Amazon Feedback Request?


Simple: by focusing on the customer’s needs.

A good feedback request generally follows this outline:

  • Thank the customer for their purchase.
  • Ask them if they are happy with the item and state that you’re willing to help with any issues.
  • Ask them to leave feedback if they’re happy with the purchase.

So, a good request would look something like this:


Hi Jane,

Thank you again for buying ExtremeHamsterCo’s Super Hamster Palace.

Our tracking info shows that your package has arrived and we wanted to make sure it met your expectations. If there’s any reason you’d rate your experience lower than five stars, please let us know. We’ll do all we can to make it right ASAP.

If everything went to your satisfaction, we’d be grateful if you left us some nice feedback by following the link below. It makes a big difference for other buyers looking for trustworthy sellers.


Best regards,

Nancy & Jim from FacelessCorp


See what that does?

  • It tells buyers who were thinking about leaving bad feedback to contact the seller first, creating an opportunity to turn a negative rating into a positive one.
  • It puts the buyer’s needs above the seller’s.
  • It connects the buyer to people rather than just a faceless corporation.
  • It encourages the buyer to only leave positive feedback.

You can bet that if you use an email like that, it will prompt far more positive ratings than negative ones.

When Should I Send the Request?

Alarm Clock

It’s crucial to wait until the item is delivered. If the customer gets the email before the item, they might just leave a negative rating saying it didn’t arrive on time.

Send the message as close as possible to the time of delivery. The longer you wait, the more likely an unhappy customer will leave bad feedback rather than asking for help like your email suggests.

The buyer is also likely to be thrilled about their long-awaited item on the day they receive it. Catch them while they’re still elbow-deep in cardboard and they’ll often be glad to share their excitement with the world.

The Amazon feedback request is a great tactic when used effectively. Write an awesome email and send it at the right time, and you’ll be sure to get much more positive feedback.

Looking for more tips? Check out "3 Ways to Improve Your Amazon Seller Rating."

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