Amazon Voice of Customer: How to Use It to Fix Listings

Amazon Voice of Customer (VoC) is a report in Seller Central that aggregates customer feedback about your products — specifically the negative feedback that leads to returns, refunds, and low ratings. Go to Performance > Voice of the Customer. The dashboard shows each ASIN with a Customer Experience (CX) Health rating from "Excellent" to "Very Poor" based on the ratio of negative feedback. Types of feedback shown: "Product not as described" (indicates listing accuracy issues — your listing promises something the product does not deliver), "Quality not as expected" (actual product quality issue), "Arrived damaged" (packaging or carrier issue), and "Wrong item received" (fulfillment or labeling error). How to use VoC data: products rated "Poor" or "Very Poor" require immediate attention. First, read the actual customer comments by clicking on the rating to see sample negative reviews. Determine whether the issue is a listing problem (images or descriptions do not match the product) or a product problem (the product itself needs improvement). For listing problems: update images to accurately represent the product; revise bullet points to be honest about what is and is not included; add a size chart if sizing is the issue; improve product photography to accurately represent colors and scale. For product problems: identify the most common complaint and work with your manufacturer to address it in the next production run. Ignoring VoC data with "Poor" or "Very Poor" ratings eventually results in listing suppression.