Sell on Amazon Sign in
This article applies to selling in: United Kingdom

Best practices to maintain positive feedback and rating

This table outlines the best practices for identifying and resolving potential problems, which may lead to positive ratings.

Problem Possible Causes Solutions
Stock-out Inventory is not available
  • Do not list back-ordered items.
  • Maintain a minimum threshold of inventory.
  • Remove offerings that are consistently out of stock.
Inventory quantity is not accurate
  • Send inventory update feeds as frequently as orders arrive from non-Amazon channels, up to every 15 minutes.
  • Ensure that you process Amazon orders quickly.
  • Set aside dedicated inventory for Amazon orders.
  • If you use text files, you can simplify inventory updates by setting update-delete to partial update, and then use only the SKU and quantity data. The rest of the columns can be left blank.
Drop-shipper inventory isn’t up to date
  • Monitor availability and dispatch times closely.
  • Synchronise your back-end systems to monitor availability and dispatch times.
Late dispatch Product takes longer to dispatch than promised
  • If you use text files, set an accurate lead-time-to-dispatch for each SKU.
  • If you use the Add a Product feature, use the handling time field for this purpose. .
  • If you use XML, use the fulfilment latency element.
  • Notify customers of any errors as early as possible, and cancel the product or order by default.
  • Upgrade automatically to an expedited delivery method if you are dispatching an order late.
  • Remove offerings that are consistently dispatched late.
Buyer missed shipment notification
  • Send tracking information with your fulfilment feed.
Messy or complicated return Your return policy restricts full refunds within 30 days
  • Provide full product refunds for a standard 30-day period.
Your returns policies are complicated, vague or burdensome
  • Rigorously review and clarify the language of the returns policy in your online Amazon Help pages.
  • Streamline and simplify complex returns processes wherever possible.
Product not as described Product image does not accurately depict its features
  • Provide clear images at the maximum allowed image size.
  • Offer multiple views of a product for thoroughness and accuracy of detail.
  • Ensure that the images meet all the requirements. For more information, refer to Product image requirements.
The size or material is different to what was expected
  • Provide custom sizing charts. For more information, refer to Create custom help pages.
  • Fully fill in the description and product dimension fields.
Wrong size or wrong product Incorrect product dispatched
  • Check your packing, picking and dispatch processes for issues that cause errors.
  • Check that your SKU matches the right product on Amazon.
Product quality Buyer not satisfied with product quality
  • Describe your product carefully. Do not use phrases like ‘high-quality’ for a product whose best attribute is its low price.
  • Remove products that consistently cause negative feedback.
  • Include usage instructions on the product detail page and in shipment.
Customer service issue Buyers cannot reach your customer services department
  • Make sure that your customer services phone number and email address are correct on your online Amazon Help pages.
  • Use short, easy-to-type email addresses for customer services.
  • Adjust your spam filter to ensure that incoming buyer messages are not categorised as junk.
Buyers are not getting timely responses
  • Acknowledge every phone call and email within 24 hours.
Removal of feedback Incorrect feedback

Sign in to use the tool and get personalised help (desktop browser required). Sign in


Reach Hundreds of Millions of Customers

Start Selling on Amazon


© 1999-2020, Amazon.com, Inc. or its affiliates