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How Your Seller Reputation Affects Your Amazon Ads

eComEngine is a software company devoted to helping Amazon sellers succeed. Our tools help sellers automate segments of their business including reputation management, inventory forecasting, pricing and product research.

Amazon advertising is big business. After all, Amazon ad revenue topped $3.5 billion last quarter and shows no signs of slowing down.

As an Amazon seller, advertising your products can help increase visibility and sales, especially if you are selling in an ultra-competitive niche. However, advertising costs money, and a failed advertising effort can negatively impact your profitability, especially when you factor in Amazon fees, employee costs, and other overhead.

To make the most of your advertising dollars, you need to have a solid Amazon seller reputation. In this article, we’ll discuss how your reputation impacts your sales and what you can do to make sure that your account stays in great shape.

Seller Feedback: Strive for Excellence

Amazon customers can rate your service as a seller on a scale of five stars, with five-stars being the highest rating. This is averaged into your overall seller feedback rating, which is a metric that Amazon relies upon to make sure that you are providing service that meets or exceeds customer expectations.

Negative ratings can be very detrimental to your overall reputation on Amazon. If your feedback score is too low, you won’t be able to participate in programs like Seller-Fulfilled Prime. You may even find that your ability to run Amazon ads is restricted. To run Sponsored Product ads, for example, your product must be eligible for the Buy Box. Seller performance metrics such as your feedback score and order defect rate can directly affect your Buy Box eligibility.

Item packaging, on-time shipping, and customer service are all factors in your feedback rating. If you regularly receive negative feedback, something needs to change. Look at the comments left by customers to find out what’s going on. Avoiding future negative ratings could be as simple as adding some extra customer service training for your team or working with your supplier to change packaging to prevent damaged items.

You can learn how to get more feedback and what to do about negative feedback in this guide.

It’s All About Reviews

You can spend a lot of money on ads, but at the end of the day you need to have a great product. Savvy shoppers may click on your ad as a part of their comparison shopping but your likelihood of converting that click is low if your star rating is lower than competing products’ star ratings. Since buyers can’t physically handle your items to check quality, the opinions of other customers are key. Product reviews impact your seller reputation by increasing buyer trust in your business and helping customers make informed purchase decisions. Alongside an accurate listing and helpful images, reviews can help reduce the likelihood that a buyer will be unhappy with your product. These candid ratings directly from people who have purchased your item are invaluable for shoppers preparing to make a purchase decision.

Maintaining a good star rating for your product can also give you a competitive advantage in your actual Amazon ad. In display ads available through DSP and Sponsored Display you are only eligible to include a customer review if the product has at least a 3.5-star average and a minimum of 15 customer reviews. Sponsored Products and Sponsored Brands always include the star rating and having a good rating is an important component of achieving a high click through rate.

Getting reviews for your Amazon products isn’t easy, but it is worth it. If you’re selling a quality product, simply requesting reviews can help you get more ratings. This is important because reviews impact your organic search rankings on Amazon. Good reviews help shoppers feel confident about purchasing your item after clicking over from an ad. Note that there are strict communication guidelines you should follow when requesting Amazon reviews. For example, you cannot ask customers to leave you a positive review or incentivize reviews in any way. You can learn how to get more reviews the right way here.

Proactive Reputation Management

The best way to have a great seller reputation is to actively work on it. Start by providing exceptional customer service and running your business effectively. Build your reputation by asking for feedback and reviews, either through Seller Central or with a third-party tool like FeedbackFive. Take the time to read and understand Amazon’s Communication Guidelines and be sure to stay up to date with any changes to Amazon policy. 


As the Managing Content Editor for eComEngine, Becky Trowbridge works to bring you the latest eCommerce industry news as well as tips for running a successful Amazon business. When she’s not writing or managing content, she enjoys spending time outdoors, trying new recipes and reading.