Amazon has two separate review systems and many sellers — especially newer ones — confuse them. Understanding the difference matters because they affect different aspects of your business and require different strategies to manage.
Product Reviews
Product reviews are left on the product listing itself. They rate the product — its quality, functionality, value, and whether it matches the listing description. These reviews appear on the product page and directly influence conversion rates. A product with a 4.5-star rating and 200 reviews will outsell the same product with a 3.5-star rating and 20 reviews, all else being equal.
Product reviews belong to the ASIN, not to any individual seller. If multiple sellers are selling the same product, they all share the same reviews. This is why selling products that already have positive reviews (common in arbitrage and wholesale) is advantageous — you benefit from social proof without having to generate reviews yourself.
Seller Feedback
Seller feedback rates your performance as a seller — shipping speed, packaging quality, communication, and overall buying experience. For FBA sellers, seller feedback is somewhat less critical because Amazon handles fulfilment. If a customer leaves negative seller feedback that relates to FBA fulfilment issues (late delivery, damaged packaging by Amazon), you can request removal because the issue was Amazon's responsibility, not yours.
Your seller feedback score contributes to your Buy Box eligibility and overall account health. A high feedback score signals to Amazon and customers that you are a reliable seller.
When Customers Leave Feedback in the Wrong Place
It is common for customers to leave a product review as seller feedback (e.g., "Great product, works perfectly" as seller feedback) or seller-related complaints as product reviews (e.g., "Arrived late and was damaged" as a product review when it was an FBA issue). You can request removal of misplaced feedback in both directions — Amazon generally cooperates when the content clearly belongs in the other system.
Managing Both Proactively
For product reviews, focus on product quality and listing accuracy. Most negative product reviews stem from a mismatch between what the customer expected and what they received. For seller feedback, ensure your processes run smoothly — stock gets prepped correctly, shipments arrive at Amazon on time, and customer messages get answered promptly. Both systems reward consistency and competence over time.