Negative seller feedback stings, but not all negative feedback has to stay. Amazon has specific criteria for removing feedback, and knowing these rules can help you maintain a strong feedback score. The key is understanding what qualifies for removal and how to request it properly.
Feedback That Amazon Will Remove
Amazon will generally remove seller feedback that contains obscene or abusive language, includes personally identifiable information (phone numbers, email addresses, full names), is entirely a product review rather than seller feedback (e.g., "The product broke after a week" with no mention of seller service), or relates to FBA fulfilment issues where Amazon was responsible for shipping, handling, or customer service.
That last point is particularly important for FBA sellers. If a customer leaves negative feedback saying "Delivery was late" or "Package arrived damaged" and the order was fulfilled by Amazon, you can request removal because the fulfilment was Amazon's responsibility. Amazon will either remove the feedback entirely or strike it through with a note saying "This item was fulfilled by Amazon, and we take responsibility for this fulfilment experience."
How to Request Removal
Go to your Feedback Manager in Seller Central. Find the negative feedback entry and select "Request removal." You will be asked to specify the reason. Choose the most accurate reason — if it relates to FBA fulfilment, select that option. Amazon reviews the request and usually responds within a few days.
If the automated removal request is denied but you believe the feedback should be removed, you can escalate through Seller Support. Provide a clear explanation of why the feedback meets Amazon's removal criteria and include any relevant evidence.
When Feedback Cannot Be Removed
If the feedback is a legitimate complaint about something within your control — you sent the wrong item, your product description was inaccurate, or you were slow to respond to a customer message — Amazon will not remove it. The appropriate response in these cases is to reply to the feedback publicly (which you can do in Feedback Manager), acknowledging the issue and explaining what you have done to prevent it happening again. This shows future customers that you take feedback seriously and act on it.
Preventing Negative Feedback
The best strategy is prevention. Ensure your listings are accurate, your products are in the condition described, your prep is done properly so shipments arrive at Amazon without issues, and you respond to customer messages quickly and helpfully. Most negative feedback comes from preventable issues. Fix the root causes and the feedback takes care of itself.