Quick answer: Buyers have 90 days to leave seller feedback, and Amazon removes it only in specific cases: profanity, hate speech, personal information, feedback about a different seller, feedback about a product you own the brand for or are an authorized reseller of, or a comment that is entirely a product review. Amazon strikes through feedback that is only about delivery on FBA orders or on orders shipped on time with Buy Shipping. You can request removal only through Feedback Manager and only within 90 days. Requests through other channels may lead to account deactivation, and offering incentives to change feedback is prohibited.
Negative seller feedback matters because it feeds your Order Defect Rate. Handling it the wrong way, by pressuring buyers or using the wrong channel, can do more damage than the feedback itself. This guide covers Amazon’s rules on feedback removal, public replies, and what you may and may not say to buyers.
Feedback Versus Product Reviews
Seller feedback rates your service: shipping, packaging, communication, and customer service. Product reviews rate the product. They follow different rules. When a feedback comment is entirely a product review, Amazon removes it from your feedback. When it mixes product and service comments, Amazon keeps it. For product reviews, see our guide on customer product reviews and suspensions.
When Amazon Removes or Strikes Feedback
| Situation | Amazon’s action | Effect |
|---|---|---|
| Profanity, obscenity, or inappropriate language | Removed | Removed from rating and ODR |
| Hate speech | Removed | Removed from rating and ODR |
| Personal information such as emails, full names, or phone numbers | Removed | Removed from rating and ODR |
| About a product sold by a different seller | Removed | Removed from rating and ODR |
| About a product you own the brand for or are an authorized reseller of | Removed | Removed from rating and ODR |
| The entire comment is a product review | Removed | Removed from rating and ODR |
| Entirely about delivery on an FBA order | Struck through with an Amazon statement | Impact removed |
| Entirely about delay or non-delivery on an order shipped on time with Buy Shipping | Struck through with an Amazon statement | Impact removed |
How to Request a Feedback Review
- Go to Feedback Manager.
- In the Recent feedback table, find the order ID and select Request review under Actions.
- Choose the reason that matches Amazon’s removal criteria and add comments explaining why the feedback does not meet its policies.
- Submit and track the request in the Manage Review Requests tab.
Amazon is explicit: requests must be made through Feedback Manager, within 90 days of the feedback. Using Contact Us or any other channel to request removal may lead to account deactivation. If you believe feedback is abusive, Amazon allows an additional review through Report a violation.
How to Post a Public Reply
When feedback does not qualify for removal, a public reply lets future buyers see your side. In Feedback Manager, choose Post a public reply from the Actions menu. Amazon’s rules for replies:
- Do not include private information about you or the buyer, such as names, emails, phone numbers, addresses, or payment details.
- A reply does not change your feedback score.
- Replies can be removed but not edited after you submit them.
- Do not ask questions or start a conversation; buyers cannot answer a public reply. Use Buyer-Seller Messaging instead.
- If the feedback is later suppressed, your reply is suppressed too.
Amazon also notes that if feedback reflects external disruptions, such as customs delays, you can post a public reply explaining that the delay was outside your control.
What You May Not Do
Amazon’s code of conduct and communication policy prohibit:
- Offering compensation, refunds, discounts, gift cards, or free products in exchange for positive feedback or for removing negative feedback
- Asking buyers to update or delete feedback
- Asking for feedback only from buyers who had a good experience, or telling unhappy buyers to contact you first instead
- Asking for feedback more than once per customer per order
- Contacting buyers outside Buyer-Seller Messaging
You may ask for unbiased feedback, once per order, through permitted messaging or Amazon’s Request Review feature.
Why Feedback Affects Account Health
Negative feedback is one of the three parts of Order Defect Rate, alongside A-to-z claims and chargebacks. Amazon expects sellers to keep ODR under 1%. Removed and struck feedback stops counting. Read our guide on how Order Defect Rate is graded.
Our Amazon account health maintenance service monitors feedback and requests removals that meet Amazon’s criteria. If ODR has already caused a suspension, our Amazon suspension and reinstatement team can help.
Frequently Asked Questions
Can Amazon remove negative seller feedback?
Yes, when it meets Amazon’s criteria, such as inappropriate language, personal information, or a comment that is entirely a product review. Otherwise Amazon keeps it.
How long do I have to request feedback removal?
Ninety days from when the feedback was submitted. The system prevents requests after that.
Can I ask a buyer to remove feedback?
No. Amazon prohibits asking buyers to remove or change feedback and offering incentives to do so.
Does a public reply change my feedback rating?
No. Amazon says a reply has no numerical impact on your feedback score.
What happens to FBA delivery complaints in feedback?
If the entire comment is about delivery on an FBA order, Amazon strikes it through and states that Amazon takes responsibility for the fulfillment experience.
Get Help With Feedback and ODR
Submit your case for a free assessment, or book a consultation.
Sources
- Amazon Seller Central, Can Amazon remove buyer feedback?
- Amazon Seller Central, Request feedback review
- Amazon Seller Central, Post a public reply
- Amazon Seller Central, Which tools are used to manage seller feedback?
- Amazon Seller Central, Communication program policy
- Amazon Seller Central, Order Defect Rate
