How to manage your brand reputation on Amazon

June 22, 2020

Reviews and Amazon brand reputation are probably two of the most significant factors when it comes to Amazon determining your listing place on their platform. Product’s with higher reviews receive higher recognition from Amazon’s A9 algorithm and those that receive poor feedback can get pushed to the bottom, showing how upholding a good Amazon brand reputation is going to pay off. Big time. The most obvious ways to ensure your brand reputation remains stellar in the eyes of Amazon is to sell a good quality product and always provide good customer service – but there are other ways in which you can improve your efforts of Amazon reputation management and therefore protect your brand. Here’s a few.

Monitor negative product reviews

No matter how good your product is, or how many good reviews you’ve received from happy shoppers, you’re most likely going to receive a negative review at some point. There are two ways in which you can deal with negative reviews of your products which are; ignore it totally, after all they don’t know that they’re talking about, right? Or, address it, respond publicly to your unhappy buyer and apologise for any inconvenience they have been caused. You can even attempt to resolve the situation by telling them you’ll send out a new product or otherwise deal with the issue. Clue: the right answer is the latter. Amazon allows brands to publicly respond to negative reviews, so use this feature to your advantage by recognising your unhappy customers and offering to help – you’ll look highly engaged and quick to respond to new potential buyers!

Maintain a strong seller feedback rate

Seller feedback rates the seller, not necessarily their product, so in order for users to trust your brand, this is an essential part of Amazon brand reputation management. Although not as high profile as the reviews of your products, seller feedback can still be considered by potential buyers and moreover, it can help control the Buy Box. A good seller feedback rating will ensure your content and your branding show up on the listings, so it’s definitely worth trying to manage this. It’s also worth noting that, should you meet certain criteria, Amazon can remove your negative seller feedback (if you have any) which can definitely help to protect your Amazon brand reputation.

Monitor your account health

Your account health measures how well your seller’s account is adhering to the performance criteria. Keeping a close eye on this can help to uphold your Amazon brand reputation and keep you in Amazon’s good books! Understandably, Amazon wants to make sure every customer that shops on their platform has a positive experience, so may begin to take action on poor performance metrics if they’re not complying with targets. Seller accounts with very poor performance may risk getting deactivated. Account health is measured on a few different things including order defect rate (your ability as a brand to provide a good customer experience), cancellation rate (how many times you as a seller have cancelled an order) and a late dispatch rate (the amount of times a seller has dispatched an order after the stated dispatch date, therefore making it late for the customer). These factors are simply a few ways in which Amazon will monitor your performance as a seller on their platform and adhering to these regulations is crucial in maintaining a good Amazon brand reputation – not only if you want to keep your customers happy but also if you want to maintain an active Amazon account.

Upholding a good Amazon brand reputation can sometimes be difficult. If you would like more help with your Amazon reputation management or would like some further advice relating to any of the points below, get in touch with the team at Molzi.


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Anja Bilas


Anja Bilas

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