What is Amazon Buyer Voice? Amazon Buyer Voice Review

policy

“Starting October 1, 2018, we will replace the existing page with a more useful and detailed page to better help you monitor your account health. We are also removing the Customer Service Dissatisfaction Rate, Contact Response Time, and Refund Rate metrics to better align our seller performance policies with the detailed metrics on the Seller Account Health page.”

While deleting the above three indicators, two new audit indicators, "Customer Experience" (CX) and Customer Experience Negative Review Rate (NCX), were introduced.

grade

It is divided into five levels, from very poor, unqualified, average, good to excellent.

Excellent (green): Your listing is performing significantly better than similar products.

Very Good (light green): Your listing is performing better than or as well as similar products.

Average (yellow): Your listing’s performance is comparable to similar products.

Poor (orange): Your listing is performing below similar listings and may be at risk of being removed due to buyer dissatisfaction.

Very Poor (red): Your listing is performing significantly worse than similar products and may have been removed due to extremely high customer dissatisfaction rates.

Backstage screenshots

The Voice of the Customer dashboard will display seller account health and buyer reviews.

The CX Health Indicator will provide sellers with information based on their recent orders and customer feedback, helping them understand how they perform relative to similar sellers. Sellers can use this indicator to identify problems and poorly performing products.

NCX = Number of orders where customers reported product or listing issues / Total number of orders. Amazon explains: “We learn about customer feedback through returns, refunds, and product reviews.”

Influence

Currently, neither CX Health nor the negative customer experience rate (NCX) will affect account performance. However, Amazon will compare the performance of each seller based on this information, which may affect the seller's ranking to some extent.

What should sellers do?

1. Develop the habit of checking the "Voice of Buyers" and make it an essential part of your daily work. If you find any bad reviews, you should make edits to the listing based on the details of the "Voice of Buyers" or control the product quality more strictly;

Second, put easy-to-understand instructions or warm and sincere after-sales service cards in the product packaging to prevent problems before they happen. When customers have doubts about the quality of the product, they will not contact Amazon customer service first, but contact us. Once customers can contact us directly, the problem will be easier to solve. Once the contradiction is resolved, customer complaints will naturally decrease, and the negative indicators in the "Voice of Buyers" will naturally decrease;

3. Make good stocking and inventory plans to prevent a situation where a product performs poorly but has a large inventory, and to avoid a situation where the profit earned is not enough to cover the inventory after the product is taken off the shelves.

References

• 1. When sales dropped significantly, did you check your Amazon "Voice of Buyers"? : Sohu [cited date 2019-08-14T16:00:00.000Z]
• 2. Amazon launches "Voice of Buyers", be careful of listing being removed from shelves! : Cross-border Eye [cited on 2019-02-28T16:00:00.000Z]