4 Email Templates for Requesting Feedback on Amazon (and When to Use Them)

Here’s the easy way out:

Step 1: See a Seller in your category (or for your exact same product) who’s absolutely killing it…with 97% positive feedback and over 12,000 lifetime ratings.

Step 2: Think it’s not worth it and give up.

Don’t take the easy way out. If you want your Amazon business to be a lasting source of income, you can’t afford to give up on improving the amount and quality of your Seller ratings.

Why you should improve your feedback score

A high feedback score on Amazon gives you authority in more ways than one. First off, you’ll look more trustworthy to customers. They’ll be able to see whether or not you ship quality items and at what speed.

While the casual Amazon customer might just purchase from whomever Amazon recommends without looking into it further, diehard Amazon fans (especially those who love to leave feedback and product reviews) will certainly be reading the most recent comments and comparing Sellers.

Plus, that high Seller rating is going to help you show up in the Buy Box (the coveted piece of CTA real estate that drives tons of sales).

How to request feedback on Amazon

According to Amazon, these are the approved ways to request feedback:

• Contact the buyer directly with “Feedback Request” as the subject
• Write a request for feedback on your packaging slip

Amazon even offers the following sample text for you to use:

Thank you for purchasing our products on Amazon.com. We strive to offer you the best value and service possible. Please take a moment to rate us as a seller on the Amazon.com website.

That’s a pretty dull feedback request. Will it really work?

Maybe, but there are more lively ways to go about it. Remember that customers are humans, so if you sound like a human (not a robot), you’ll get better feedback, and more often.

Templates for requesting feedback

For the most part, Sellers using FBA can only request feedback via email, because they can’t stuff little slips or announcements in the box. However, if you have a private labeled item, you could put a small piece of paper inside the product box. In that case, you’ll likely ask for a review of the product, not the Seller.

These templates are for FBA Sellers using the email method, and they’re the top templates for requesting feedback on Amazon. Pick the one to help you best appeal to your customers and send it out about 5 days after the order was received.

The Small Business

This template helps you appeal to small business lovers as a small business owner. Maybe you’re a mom and pop who started on Amazon to supplement your store’s income, or you consider your Amazon business to be a small business and you treat it with the same level of care and attention.

In this case, you can work the angle with something like:

Thank you for supporting us on Amazon. The Amazon Seller Rating is a make-or-break metric for small businesses on Amazon, so we would greatly appreciate your continued support with positive feedback.

The Let Us Fix It First

What’s any Seller’s worst nightmare? Getting negative feedback without a chance to fix it. If the customer would have contacted you directly, you would have helped out right away! This template can stop that frustration before it starts.

Thank you so much for your recent order. We wanted to check if the order met your expectations and see if you are completely satisfied.

If there are any concerns with the order, please let us know directly before leaving feedback so we can more quickly address them.

If the order met or superceded your expectations, please take a moment to leave us positive feedback.

When using Amazon FBA, you can bring Amazon-caused negative feedback comments to light by contacting Seller Support to have the review struck through or removed. Just be sure to only do this when you know the issue was caused by FBA (not you or your product). Otherwise you’ll make an enemy out of Seller Support.

The Explainer

Make the process sound quick and easy. No fuss no muss–explain how simple the process is and hope that this easy-peasy angle generates more feedback for your account.

Thank you so much for your recent order. To leave us positive feedback head to Your Orders and select Leave Seller Feedback. We greatly appreciate your time!

The Help a Seller Out

You don’t have to frame your feedback request as coming from a small business. You can simply make it sound like it comes from you. If you’re a one-woman or one-man business, then simply describe yourself as a Seller.

Here’s a perfect example from Amazon expert Cynthia Stine:

Hi XXX,
Thank you very much for your recent order. I hope you are enjoying your copy of XXXX. If you have a moment, I would greatly appreciate your feedback on whether or not the book arrived on time and as you expected it.
Feedback helps me to be a better seller and lets other customers know what to expect from me. It also gives me a chance to address any unexpected issues that might come up during the warehousing and shipping process. Thanks again.
Warm regards,
Cynthia Stine

Mixing templates for maximum success

Notice how the above example also has some elements of “The Let Us Fix it First” template? There’s a reason for that. You’ll likely want to pick a couple elements to bring together for the perfect template.

You can test what works, the type of responses you receive, and also make some guesses based on your product and who its target customer might be. No matter what, be brief and polite.

You can manage your feedback requests by automating them and reusing your most successful template.

Can you give something at the same time?

Remember: you can’t bribe people for feedback.

If you’re using the email method, it’s against Amazon’s rules to give a bonus or a coupon inside of the feedback request, but that doesn’t mean you can’t send out your deal at the same time.

People are hard-wired to want to reciprocate. If you offer a coupon when you ask for feedback, you might find your audience more willing to play along.

Some Sellers swear by giving bonus gifts and coupons without asking for feedback. The mentality goes that if you offer superior customer service (giving them bonus items, thank you cards, or coupons), you will great feedback without having to ask for it.

But how does this work with FBA? If you’re doing the hybrid method (some FBA and some self-fulfillment), then you’ll want to really step it up on customer service for your self-fulfillment customers to get great feedback that will affect the rest of your business.

Now you know the ins and outs of successful requesting feedback via email. Get to typing!

Curious about RefundsManager can streamline your business processes for handling FBA returns? Learn more here.

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