Amazon Review Practice - The Difference Between Feedback and Review

In Amazon's evaluation management, Feedback and Review are two independent but mutually influential evaluation systems.

Feedback is one of the indicators for measuring the performance of a seller's store. After a customer purchases a product in a store, the buyer can comment on the store based on his or her actual shopping experience. The quality of the service, the speed of delivery, etc. are all content that can be expressed in the buyer's Feedback. In order to make sellers pay attention to the importance of Feedback, Amazon directly links Feedback with the ODR (Order Defect Rate) of the seller's account performance. One-star and two-star Feedback are directly counted into the ODR , and the quality of ODR directly determines the safety of the seller's account. When an account's ODR indicator exceeds 1%, the account is in danger. In this way, sellers cannot relax and must work hard to provide good services, satisfy customers, reduce the receipt of low-scoring Feedback, and maintain the good performance of the account in order to ensure their long-term operation on the Amazon platform.

Review , which we sometimes also call Product Review, refers to the evaluation left by Amazon users on the product listing itself. Review evaluation is only for the product itself and does not affect the safety of the store. But precisely because Review is an evaluation of the product listing, it has a crucial impact on the sales of the listing. A good Review can play a very good role in boosting the sales of the listing, and can quickly promote the increase in sales. It is an indispensable boost to creating a hit product. A bad Review can also make the sales of a listing fall to the bottom instantly . I believe that many sellers have experienced the situation where the sales of a hot-selling product plummeted due to a bad Review, which also reflects the importance of Review to sales.

Next, we will analyze the differences between Feedback and Review from four perspectives: conditions of occurrence (evaluation subject), attribution object , comment content , and impact .

Feedback: I prefer to translate it as "evaluation" literally.

Feedback occurs under the following conditions:

The customer's evaluation is based on the order they purchased. That is, the evaluation subject must be the customer who wants to purchase the product in order to leave feedback .

Feedback belongs to:

It is the seller’s store directly, and it will be reflected in the Feedback in the seller’s backend Performance as shown in the figure below.

Of course, you can also directly see the seller’s store feedback by searching the listing on the homepage , as shown in the figure below.

Feedback evaluation content:

Compared to Reviews , Feedback evaluations cover more dimensions, such as product quality, service level, delivery time, and consistency with product descriptions.

The quality of Feedback (score) directly affects the seller’s account level and changes in the store’s ODR indicators .

Review: From a literal meaning, I prefer to translate it as "leave a comment"

Conditions for Review to occur

There are not too many restrictions, any Amazon platform user can comment on the product listing . To be clear, any Amazon user, that is, as long as you have a registered Amazon buyer account, can comment on the listing you are interested in .

Of course, a prerequisite is that you have had at least one purchasing experience on the Amazon platform.

Who should the Review belong to:

It is the listing itself, which is displayed directly below the listing , as shown in the figure below.

Review content:

It only applies to the product itself and has nothing to do with the seller's service level or logistics timeliness.

The quality of reviews will only affect the exposure and ranking of the listing, thereby leading to a decrease in orders, and will not have any impact on the store.

Normally, Amazon will not proactively remove Feedback without intervention from the buyer or seller . However, in order to objectively and truly reflect the accurate information of the listing , the Amazon platform has a self-inspection system that will randomly test product reviews. The system will automatically delete any reviews that violate the rules .

(Compiled from: Cross-border e-commerce Kevin, Cross-border e-commerce Winners Club)