Amazon sellers often misunderstand the difference between product reviews and seller feedback. While both impact a seller’s reputation, they serve distinct purposes and influence different aspects of an Amazon business.
The Key Differences
Product Reviews: These are evaluations of the product itself. Customers leave product reviews to share their experience with an item’s quality, performance, and whether it meets expectations. Reviews appear on the product listing page and affect conversion rates, search rankings, and customer trust. See example below for Snap Circuit.
Seller Feedback: This reflects the buyer’s experience with the seller rather than the product. It covers order accuracy, shipping speed, packaging, and customer service. Seller feedback impacts a seller’s account health, Buy Box eligibility, and overall reputation within Amazon’s marketplace. See example below for Naked Nutrition. 
A common mistake: A buyer loves the product but gives a seller a one-star rating because their order arrived late. This is an issue with fulfillment, not the product itself. If this occurs, sellers should request Amazon to remove the feedback if fulfillment was handled by Amazon (FBA). If the seller fulfilled the order (FBM), they may need to resolve the issue with the customer directly.
Keep up with the latest Amazon and Walmart news updates and subscribe to our BellaVix newsletter 👇👇👇
The Impact on Your Amazon Business
- Product reviews affect conversions. A product with a strong review profile will sell better than one with limited or poor reviews.
- Seller feedback affects your ability to win the Buy Box. Higher positive feedback scores improve a seller’s standing in Amazon’s algorithm.
- Both impact customer trust. Customers check product reviews for quality assurance and seller feedback for reliability before purchasing.
Managing Product Reviews
- You cannot remove or respond to product reviews publicly. Amazon only removes reviews that violate its policies (e.g., offensive language, spam, or incentivized reviews).
- Encourage legitimate reviews through Amazon’s Request a Review button. Sellers cannot ask for only positive reviews or offer incentives in exchange for reviews.
- Monitor reviews for trends. If multiple customers highlight the same issue, update the product description or improve the product to prevent further negative reviews.
Managing Seller Feedback
- Negative seller feedback can be removed in some cases. If the feedback is about the product (not the seller), contains offensive content, or concerns an FBA order, Amazon may remove it.
- Use Amazon’s Feedback Manager. Monitor and address feedback to maintain a high positive feedback percentage.
- Respond to customers professionally. If feedback is negative due to a service issue, attempt to resolve the matter before requesting a revision.
Key Takeaways
- Product reviews focus on product quality; seller feedback evaluates service.
- Product reviews impact sales and ranking; seller feedback affects seller performance and Buy Box eligibility.
- Both should be monitored, but sellers have more control over addressing seller feedback.
- Use Amazon’s tools (Feedback Manager, Request a Review) to maintain a strong reputation.
Understanding and managing both product reviews and seller feedback effectively ensures a stronger Amazon presence, higher sales, and better customer trust.
Struggling to Keep Reviews and Feedback From Hurting Your Amazon Growth?
Too many Amazon sellers miss out on sales—and the Buy Box—because they don’t fully understand the difference between product reviews and seller feedback. One hits your conversions, the other your account health. And both can quietly sabotage your momentum if not managed correctly.
At BellaVix, we help brands take back control.
Our team builds customized strategies to protect your reputation, strengthen review profiles, and keep your account health in the green—so you can focus on growing your business, not fighting fires.
Whether you’re dealing with inconsistent feedback, low review counts, or missed Buy Box wins, we know what to look for—and how to fix it fast.
Let’s Build a Stronger Reputation Strategy—Together
Fill out the form below, and one of our Amazon experts will reach out to discuss your business. No hard sell—just practical insights to protect your store and boost your performance.
Your next level of growth starts with the right foundation. Let’s lock it in.