Amazon Customer Feedback: Seller Feedback vs Product Reviews Explained

Amazon has two distinct feedback systems that sellers often confuse: Seller Feedback and Product Reviews. Understanding the difference matters because they affect different things and have different policies. Seller Feedback: ratings (1-5 stars) buyers leave about the seller entity (you) rather than the product. Covers: shipping speed and accuracy, packaging quality, customer service, and whether the item matched the description. Visible on your Seller Profile page. Affects: your Order Defect Rate (which includes negative feedback rate), Buy Box eligibility, and your overall performance metrics. Product Reviews: ratings and written reviews buyers leave about the specific product on the product detail page. These reviews appear publicly on the listing. Affect conversion rate, search ranking, and listing quality score. They are tied to the ASIN, not the seller. Key difference: a product review that actually complains about the seller (shipping delay, wrong item sent) can be removed by Amazon because it is feedback about the seller, not the product — this is one of the few cases where Amazon will remove a product review. Conversely, you cannot use the "Request a Review" button to solicit seller feedback specifically — it requests both seller feedback and product review in a neutral way. Negative seller feedback: respond professionally and resolve the underlying issue. If the feedback is about something outside your control (Amazon FBA delivery delay, for example), you can request removal of FBA-related feedback since Amazon is responsible for the fulfillment. Go to the Seller Feedback page in Seller Central and use the "Remove" option to flag FBA-related feedback for removal.