Sell on Amazon Sign in
This article applies to selling in: Canada

Voice of the Customer

The Voice of the Customer dashboard is a hub where you can use feedback from customers to optimize your products and listings. From this dashboard, you can review the customer experience (CX) health of your offers, read customer comments, identify product and listing issues and act to resolve problems.

Customer experience health

Customer experience health is a metric that helps you understand how each of your offers perform relative to similar offers. It is based on your recent orders and customer feedback about your products.

Knowing your offers’ customers experience health will help you identify issues such as mislabelled, damaged or defective products as well as inaccurate or incomplete detail pages. If you identify problems, you can act to fix them. Negative customer experiences stemming from delivery problems don’t affect the customer experience health of your offers.

Your offers’ customer experience health is categorized as excellent, good, fair, poor or very poor. To understand and resolve problems, review all offers with poor and very poor customer experience health.

  • Excellent (green): Your offer is performing significantly better than similar offers.
  • Good (light green): Your offer is performing well or better than similar offers.
  • Fair (yellow): Your offer is performing comparably to similar offers.
  • Poor (orange): Your offer is performing worse than similar offers and may be at risk of closure because of negative customer experiences.
  • Very poor (red): Your offer is performing significantly worse than similar offers and may already have been closed because of a high rate of negative customer experiences.

When there’s a high rate of negative customer experiences, your offer gets suppressed. You’ll see !Action required! under the date of closure in the Last offer closed date column. Click Resolve issue to review recent customer feedback to understand if there are systemic issues with your product or listing. You can then edit your listing and relist your offer or, if you sell your product through Fulfilment by Amazon (FBA), submit an order to have inventory removed or disposed of.

Offers will display a customer experience health of Insufficient Feedback when there are not enough customer comments to support a poor or very poor rating.

If you’ve deleted a listing on your Manage Inventory page, you’ll see Listing deleted under customer experience health. These listings will display the last customer experience health and customer feedback received before you deleted them. The listings will appear indefinitely in the Voice of the Customer dashboard after deletion.

How your customer experience health is determined

Customer experience health is determined by comparing your offer’s negative customer experience (NCX) rate with those of similar offers. The negative customer experience rate is the number of orders for which customers reported a product or listing issue divided by the total orders. Amazon listens to customer feedback across returns, refunds, customer service contacts and product reviews.

All negative customer experience feedback and customer comments that you see in the Voice of the Customer dashboard are tied to items sourced by your business. However, if you participate in the Manufacturer barcode program, they may not have been sold by you.

Negative customer experience rates and customer experience health are available only on offers that have had a recent sale. If an offer is new or if there have been no recent sales, you won’t see a negative customer experience rate or customer experience health. The Last updated date for each offer shows the last date on which there was either an order or a negative customer experience.

Customer experience health and negative customer experience rates don’t result in any account-level action.

Improve your customers’ experience

Monitoring your offers’ customer experience health can help you to better serve your customers. Review comments on the dashboard to identify issues affecting customers. Once you identify a problem, you can act to remedy it. This might include removing damaged, defective or mislabelled inventory or updating your detail page. For more information, go to Resolve your customer experience health issues.

The negative customer experience rate and customer experience health are based on an offer’s historical performance. Depending on your order volume, it may take several weeks for actions that you take to be reflected in these metrics.

Sign in to use the tool and get personalized help (desktop browser required). Sign in


Reach Hundreds of Millions of Customers

Start Selling on Amazon


© 1999-2022, Amazon.com, Inc. or its affiliates