Amazon Seller Feedback Update 2025: Star-Only Ratings

On August 4, 2025, Amazon rolled out a significant update to its seller feedback system, allowing customers to submit star-only ratings—without requiring written comments. Previously, feedback required text. Now it’s optional. Customers can now leave feedback with just a click, making it easier to find and submit ratings. Amazon says this simplified feedback submission will boost total rating volume and help customers make informed buying decisions more quickly.

Key highlights of the launch of star-only Amazon seller feedback:

• Customers can now choose to submit only a star rating (1 to 5 stars), with written feedback optional. To leave feedback, customers simply find the Amazon Seller Feedback page and click the desired star rating.
• In preliminary tests, Amazon found that many positive experiences—previously given no written feedback—did start generating ratings, potentially improving average seller ratings.
• Customers giving ratings below four stars must now select a reason from a dropdown, with Amazon filtering out product-related issues when assigning seller feedback.
• Star-only ratings cannot be appealed via Amazon’s Feedback Manager. Instead, sellers must use the “Report a violation” process if they feel feedback is abusive.
• Sellers should learn about the new feedback process to adapt quickly and ensure they are monitoring their ratings effectively.

Why Amazon Is Making This Change

Lowering the Barrier for Customer Feedback

Amazon’s primary goal appears to be increasing the quantity of seller feedback by lowering friction:

• Many customers skip feedback simply because writing a comment feels like a chore.
• A simpler system encourages more rapid, spontaneous ratings.

Bright Side: Better Representation of Positive Experiences

Amazon’s tests suggest a growth in ratings from previously silent happy customers, which could improve your overall feedback profile.

Amazon Seller Concerns and Potential Pitfalls

Despite Amazon’s optimistic framing, many sellers fear this change may backfire—particularly for those relying on detailed feedback to troubleshoot or contest negative feedback issues when they file a claim with Amazon support.

No Context = No Clarity

Without written feedback, sellers may not understand why a customer rated them poorly. Was it late shipping? Packaging issues? Product dissatisfaction? Suggestions are making the rounds, but clarity is disappearing.

Harder to Appeal Unfair Ratings

Until now, sellers could contest unjust negative feedback, especially when unconnected to seller performance (like FBA mishaps). Star-only reviews remove that context—and the ability to appeal via Feedback Manager is disabled

Buy Box Impact & Performance Metrics

Seller feedback is a key performance indicator for metrics like Buy Box eligibility and Order Defect Rate. More unexplained negative feedback could hurt sales and rankings.

Greater Vulnerability to Abuse

Without commentary, malicious or mistaken low ratings become harder to detect and dismiss. Sellers fear automation and bots now wield more influence.

Seller Frustration & Backlash

While feedback volume is expected to rise, unsolicited star-only negatives may be harder to address, and could stay on the record indefinitely. Therefore, forums are alight with seller anger:

“This is terrible… how can you call this feedback when there’s no clue what happened?” (The Sun)

“All our 1- and 2-star feedback came from FBA issues we appealed successfully—now it stays.” (EcommerceBytes)

Sellers in Seller Central have decried the move as arbitrary, unfair, and opaque.

5 Strategies Sellers Can Use to Mitigate Risk

While the change is live, sellers aren’t powerless. Consider these proactive tactics:

1. Encourage Written Feedback

Use your brand’s voice via off-Amazon communications (e.g. packaging inserts, post-purchase emails) to encourage thoughtful reviews—even if they're off-platform.

2. Monitor Trends Closely

Track sudden increases in negative star-only feedback and cross-reference with other metrics (e.g. returns, tickets, ASIN activity) to spot potential issues.

3. Report Patterns of Abuse Proactively

Though individual star-only ratings can’t be appealed via Feedback Manager, you can still report suspected abuse via “Report a violation.” Accumulated evidence (e.g. multiple disjointed one-stars in a short time) may trigger review.

4. Lean on Third-Party Tools

Utilize third-party feedback automation tools found in the Amazon Selling Partner Appstore to help with solicitation and reputation monitoring.

5. Advocate for Change as a Seller Coalition

Public pushback from seller communities may influence Amazon to refine policies—e.g. reinstate appeals for star-only ratings or more clearly distinguish product vs. seller feedback.

What This Means for the Amazon Seller Community

Amazon’s shift to star-only seller feedback is just one more piece in the evolving puzzle of platform control vs. seller autonomy. While Amazon frames it as a customer-focused simplification, the ramifications for sellers—especially third-party merchants relying on feedback signals to drive performance—are significant.

If you’re feeling blindsided, you’re not alone. The change happened after a single forum announcement, with minimal warning and little policy documentation. It’s a jarring reminder that as Amazon evolves, sellers must evolve too—be more agile, more proactive, and more vigilant.

I hope you find this information helpful as you navigate the new Amazon seller feedback landscape.

Amazon Feedback: Final Words of Advice

• Don’t wait—start encouraging feedback, monitoring metrics, and protecting your reputation now.
• Amplify your voice—partner with tools, third-party providers, or seller coalitions to gain leverage.
• Document everything—if your metrics or performance suddenly tank, you'll want credible data to support any escalation.

Amazon may have simplified the feedback form—but for sellers, meaningful feedback just got harder to come by.

Amazon Seller Feedback FAQs

1. What is Amazon seller feedback?

Amazon seller feedback is a rating and review system where buyers evaluate their overall experience with a seller. It typically includes aspects like shipping speed, packaging quality, and customer service—not the product itself.

2. How is Amazon seller feedback different from product reviews?

• Seller Feedback reflects the buyer’s experience with the seller (e.g., order fulfillment, communication).
• Product Reviews focus on the quality and performance of the actual product.

Amazon has strict policies to prevent confusion between the two.

3. Why is Amazon seller feedback important?

Seller feedback impacts:

• Account health – Poor ratings can trigger performance warnings or suspensions.
• Buy Box eligibility – Higher feedback scores improve your chances of winning the Buy Box.
• Customer trust – Good feedback builds credibility and encourages repeat purchases.

4. How is Amazon seller feedback scored?

Buyers can rate sellers from 1 to 5 stars:

• 5 stars = Excellent
• 4 stars = Good
• 3 stars = Neutral
• 2 stars = Poor
• 1 star = Very poor
  Amazon calculates your Feedback Rating (%) based on recent ratings, typically over 30, 90, and 365 days.

5. How can Amazon sellers request feedback from customers?

Amazon allows sellers to request feedback using:

• “Request a Review” button in Seller Central.
• Amazon-approved automation tools for messaging (following TOS).
  Important: You cannot offer incentives or manipulate feedback.

6. Can negative Amazon seller feedback be removed?

Yes, but only in specific cases, such as:

• The feedback violates Amazon’s guidelines (e.g., mentions product review instead of seller experience).
• It contains abusive language or personal information.
• The order was fulfilled by Amazon (FBA) and the issue was shipping-related.

You can submit a removal request through Seller Central.

7. How often should I monitor my Amazon seller feedback?

Regularly—ideally daily or weekly. Monitoring ensures you:

• Catch negative feedback early.
• Respond quickly to resolve customer issues.
• Maintain strong account health metrics.

8. How can I improve my Amazon seller feedback score?

• Ship orders on time (or use FBA for better reliability).
• Provide accurate product listings to avoid order issues.
• Offer responsive customer service to resolve problems quickly.
• Use quality packaging to prevent damage during transit.
• Get more tips to improve your Amazon seller ratings.

9. Does Amazon seller feedback affect my Buy Box eligibility?

Yes. A strong seller feedback rating increases your chances of winning the Buy Box. Amazon considers performance metrics like feedback score, shipping reliability, and customer service when awarding the Buy Box.

10. How long do buyers have to leave Amazon seller feedback after they make a purchase?

Buyers can submit only one feedback per order. They have 90 days from the order date to leave their rating and comments.

11. How long does Amazon seller feedback stay on my account?

Seller feedback typically remains visible for 365 days, but your rating is calculated based on different time windows (30, 90, and 365 days) to reflect recent performance trends.