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Great Feedback Can Score You the Buy Box

By Tami Ben-David December 4, 2013
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About the Author

A British ex-pat, Tami been writing and content-strategizing for Israeli tech start-ups for the last 5 years. When she's not writing nerdy content, you can find Tami on open water charity swims or traveling to far-flung countries.

If you spend long enough perusing through Amazon product pages, you’re bound to discover some hilariously random and utterly useless offerings. Things like banana-shaped banana slicers, UFO detectors and bottle openers attached to a deer’s rear! Even more bizarre, you’ll be surprised to find that many of these product prices are disproportionately high for what the item is. Who on earth would spend $60 on a horse head mask? Or, better yet, $200 on a book about how to avoid huge ships?!

The funny thing is that people are actually buying these products and even paying extortionate prices for them. Incredibly, this is only because the items skyrocketed in popularity following a steady stream of entertainingly facetious customer reviews. Take this review of How to Avoid Huge Ships by Captain John W Trimmer, for example. “As the father of two teenagers, I found this book invaluable. I’m sure other parents here can empathize when I say I shudder at the thought of the increasing presence of huge ships in the lives my children.”

Or this one about the banana peeler; “I tried the banana slicer and found it unacceptable. As shown in the picture, the slices are curved from left to right. All of my bananas are bent the other way.”

So apparently, selling obscure items that are ripe for parody can do wonders for your online business success.

While I’m not suggesting you sell something odd just so it goes viral, attracts lots of tongue-in-cheek feedback and makes loads of sales, it most certainly is worthwhile enhancing your Seller Feedback Score.

Seller Feedback Score

Seller Feedback Score is a rating of how customers feel about you as a seller. It has little to do with the product and everything to do with the service you?ve provided them. Your score is imperative because on Amazon a high Seller Feedback Score will improve your chances of winning the Buy Box for every one of your items. The more recent (last 30 days), positive seller feedback you gather from all of your sales put together, the more likely you are to win the Buy Box in general. (For more information about how to win the Buy Box, see our Buy Box Bible.)

Not only does a consistently high Seller Feedback Score impact the Buy Box, but it also builds up customers’ trust in you. As Amazon themselves say, ?Your feedback rating is one of the most important measures buyers use when making purchasing decisions. To be a competitive seller, you must build up your feedback score.

Therefore, sellers must do whatever they can to keep their feedback score high as it impacts all their items and all their sales. In addition, it’s extra important to impress a buyer, simply because they aren’t required to leave feedback on Amazon at all  rather, it is left to their individual preference. In fact, Amazon claim that most sellers only receive feedback on 10-20% of their sales. This means that buyers are far more likely to complain and leave negative feedback when they encounter a problem, than leave positive feedback just because they?re happy. However, if you impress them enough, they?re sure to want to express their thanks in the form of positive feedback.

So how do you keep your Seller Feedback Score high

Here’s a list of Dos and Don?ts based on Amazon’s own advice. Following these will not only prevent you from receiving negative feedback, but will hopefully also encourage an upsurge in positive feedback:

  • DO respond to customers promptly
  • DO explain why you need to cancel an order
  • DO list your items correctly so that customers receive what they are expecting
  • DO provide tracking information for the package you have sent
  • DO NOT package the item insecurely
  • DO NOT pester buyers for feedback

There you have it’s a few simple ways to score you some great feedback. Alternatively, you could just sell Uranium ore online and hope that it tops Amazon’s greatest hits chart!

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