Amazon launches the “delete review” feature. Is it for sellers or for itself?

Recently, Amazon announced that brands and sellers can now selectively handle reviews with three stars or less to enhance brand loyalty and customer engagement. This rule applies to both its US and European sites .

According to the announcement , sellers can contact buyers who leave critical comments or negative reviews for their products through courtesy refunds , or use the Buyer Reviews feature in Seller Center to contact them .

Sellers can see buyer reviews under the Branding option in Seller Central , but only the primary account holder can access buyer reviews. If a secondary account user would like to access buyer reviews, please request permission from the primary account holder via Settings > User Permissions > Manage Permissions > Advertising > Buyer Reviews.

Sellers have different opinions on this new feature launched by Amazon.

Many sellers agree that it can greatly improve their store ratings and show the positive reviews of their products to more users.

However, some sellers think this is a new round of exploitation by Amazon. Opposing buyers believe that it is precisely because of the temptation of refund compensation that many buyers may maliciously give low ratings in order to get the product for free; some sellers even think that Amazon does not care about the lives of sellers in order to improve its own reputation ...

Some sellers also said that if Amazon really wants to provide brand protection for sellers, it can launch a feature that " allows brand owners to choose to publicly respond to negative reviews . "

Previously, Amazon also announced on its European site that sellers can access the Amazon Brand Registry directly from the Seller Center to manage and protect their brands .

It is reported that this is a free service provided by Amazon that allows brand owners to register intellectual property and access tools to promote and protect their brands on Amazon.

Additionally, sellers registered with Amazon’s Brand Registry can get free Premium A+ Content during an extended promotional period , which can help increase sales by 20%.

Amazon seems to have been balancing the interests of sellers and buyers. Although there have been various voices, the above two items on brand protection are undoubtedly tailor-made for sellers. However, Amazon’s new return measures have really hit some sellers.

In early August, Amazon announced on its US and European sites that it would automatically approve buyers' return requests for some products .

The announcement shows that starting from August 31, 2022, Amazon will automatically authorize policy-compliant return requests on behalf of sellers . The authorized products include: goods classified as "dangerous goods" by Amazon , professional medical and dental supplies , groceries and wine , goods classified as " hygiene " , etc.

Sellers also complained about this, because if grocery products have been opened, they must be discarded, and some medical supplies may not be able to be sold again after being returned due to issues such as hygiene standards.

Although sellers always criticize Amazon, for cross-border sellers, its traffic and market cannot be ignored, so many rules have to be accepted.

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