Sellers speak up on Amazon's "rigged" feedback system

They say, in life, we don’t need to handle everything—even the negatives. But on Amazon? You either handle it… or it handles you.

Last week, a seller confessed to shipping 3,000 orders and receiving just 33 reviews. This week, what started as a simple seller question turned into a firestorm of feedback fails, hijacked listings, and ghosted resolution messages.

Today’s SellerBites Inbox dives into a system that many sellers say feels downright broken. Let’s get into it. 👀

• Sellers hit with unfair reviews 💬
• How to hit 8-figures 💰
• Thought of the Day 🍴

SELLER INBOX

An Amazon representative opened a discussion: “How do you handle negative feedback?”

At first, it sounded like a basic question—something about customer service and maybe winning back unhappy buyers. But the thread quickly took a turn. Instead of feel-good recovery stories, it became a chorus of frustration about Amazon’s feedback system itself.

😤 The struggle is real

Many sellers said they’re doing everything right—fast shipping, responsive messages, quality products—but still get dinged by things out of their control.

Here’s what they’re dealing with:

• Late deliveries blamed on the seller—even when it’s Amazon FBA, USPS or UPS at fault
• Hijacked listings where sellers get bad reviews for products they didn’t even send
• Silent customers who ignore resolution messages but leave harsh ratings
• Review removal requests that vanish into the void or get auto-denied

One seller put it simply: “We bend over backward to fix things, and 90% of buyers never even reply.”

✨ A few bright spots

Still, not every comment was doom and gloom. A few sellers said they’ve turned feedback into a chance to stand out.

• One shared: “We treat reviews like free advertising. Even if it’s unfair, we respond. Future buyers see that we care.”
• Another said their approach is to always reply, always try, and let the public response speak louder than the star rating.

🛠️ The seller wishlist

Tired of playing defense, sellers shared what they wish Amazon would fix:

• Auto-5-star reviews when buyers don’t leave one (like Mercari)
• Only verified purchases can leave feedback
• Separate product and seller reviews, especially important for FBA
• Fair review removal rules, like one request per 2,000 orders
• Give weight to repeat customers when evaluating seller trustworthiness

The core message? Don’t just fix the feedback. Fix the system.

THOUGHT OF THE DAY

Sellers don’t mind being held accountable—but they do want a system that’s fair. One that reflects effort, context, and actual experience.

Until then, every review is a gamble.

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BITES OF THE WEEK

• Replay the Summit: It's not too late. You can still purchase the live stream replays of the Billion Dollar Sellers Summit. 
• Webinar Wednesday: Become proficient in B2B pricing strategies and account health management with Amazon's webinars.
• Market with TV: Register now to learn how to leverage connected TV (CTV) ads and more!