Recently, Amazon launched a new feature enabling their Amazon Brand Registry participants to address negative Product Reviews with thee stars and less. Affected merchants will be able to reach out to buyers directly and offer them full refunds and support.
This move sounds really shocking to some Amazon Sellers, since Amazon was always strictly prohibiting incentivizing Buyers to revise or remove their ratings in exchange for refunds or free items.
Obviously, what else will be the outcome of having a seller contact a buyer who negatively impacted their livelihood with a Product Review? It is highly unlikely that a Brand Owner will offer to issue a full refund or ship out a new product to a dissatisfied customer without expecting to have the negative review revised or entirely removed. Similarly, no Amazon Buyer will remove his negative Product Review without negotiating with the Seller about an incentive.
Here you can view a screenshot of Amazon’s Seller Central announcement regarding the matter:
Here is a copy of the full wording in English:
| Now brand owners can address critical reviews Drive brand loyalty and customer engagement by responding to customer reviews with three or less stars. Brand owners can reach out to customers who have left critical reviews on their products with courtesy refunds or provide support directly through the Customer Reviews feature in Seller Central. Customer Reviews is available to brand owners under Brands tab on Seller Central. Only a primary account holder can access Customer Reviews. If you are a secondary account user, reach out to the primary account holder to request permissions though Settings > User permissions > Manage permissions > Advertising > Customer Reviews. For more information, go to Customer Reviews. |
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