How Do I Handle Bad Reviews on Amazon (Amazon Reviews 2021 Part 1)?

How Do I Handle Bad Reviews on Amazon (Amazon Reviews 2021 Part 1)?
October 13, 2021
Bad Reviews on Amazon

At some point, every seller will get bad reviews on amazon. It isn’t the end of the world, but it should definitely be taken seriously and handled promptly.


The best way to resolve a customer complaint and to turn an unhappy customer into a happy one is to directly communicate with them. 


However, Amazon has very specific policies surrounding contact between customers and sellers, and navigating this can feel like a minefield.

How Do I Contact Customers Who Leave Bad Reviews on Amazon?

For the longest time, Amazon sellers could respond directly, and publicly, to negative reviews. This allowed them to add clarity or context and to show willingness to “make things right” with an unhappy customer.


Amazon then revoked this functionality. This, combined with Amazon’s policy of not sharing customer data, left sellers unable to offer assistance or provide clarity. Amazon giveth. Amazon taketh away.


With the new Contact Customer feature for brand owners, the lines of communication have been reopened, allowing for a better customer experience and a more well-rounded reviews system.


What Is Amazon’s Contact Customer Feature for Brand Owners?

Launched in October of 2021, the Contact Customer feature acts as a way to fill the communication gap between sellers and customers as sellers can no longer respond directly to reviews. 


Sellers may now contact customers who have left a 1-3 star review and may either offer a refund or request more information in an effort to resolve the complaint.


To access the Contact Customer feature: 

  1. Log into Seller Central
  2. Go to the Brands tab
  3. Click Customer Reviews 


As always, sellers are not allowed to ask for a customer’s direct contact information. This remains a violation of Amazon’s Terms of Service


Can A Customer Change Their Review on Amazon?

Yes! Customers have the ability to return to old reviews and update them, so using the Contact Customer tool is the perfect way to improve your ratings.


Keep in mind that customers are not obligated to change their reviews or ratings, but your best shot at an improved star rating is by genuinely resolving any outstanding issues your customers may have, and keeping an open line of communication with them.


Be on the lookout for part two of our blog series on Amazon Reviews in 2021. 


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About Mike Zagare

He is the owner and founder of PPC Entourage, one of the original amazon ad software and management companies. Mike started off as a physical therapist in 2015 and just knew there had to be a better way so he started his ecommerce journey. Using the power of Amazon Ads, he built a 7 figure brand in less than one year. Now he helps other sellers do the same with free valuable education, PPC Entourage software and the ad agency. He is also the author of the Amazon Ads Playbook series.

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