How Do I Handle Bad Reviews on Amazon (Amazon Reviews 2021 Part 1)?

At some point, every seller will get bad reviews on amazon. It isn’t the end of the world, but it should definitely be taken seriously and handled promptly.


The best way to resolve a customer complaint and to turn an unhappy customer into a happy one is to directly communicate with them. 


However, Amazon has very specific policies surrounding contact between customers and sellers, and navigating this can feel like a minefield.

How Do I Contact Customers Who Leave Bad Reviews on Amazon?

For the longest time, Amazon sellers could respond directly, and publicly, to negative reviews. This allowed them to add clarity or context and to show willingness to “make things right” with an unhappy customer.


Amazon then revoked this functionality. This, combined with Amazon’s policy of not sharing customer data, left sellers unable to offer assistance or provide clarity. Amazon giveth. Amazon taketh away.


With the new Contact Customer feature for brand owners, the lines of communication have been reopened, allowing for a better customer experience and a more well-rounded reviews system.


What Is Amazon’s Contact Customer Feature for Brand Owners?

Launched in October of 2021, the Contact Customer feature acts as a way to fill the communication gap between sellers and customers as sellers can no longer respond directly to reviews. 


Sellers may now contact customers who have left a 1-3 star review and may either offer a refund or request more information in an effort to resolve the complaint.


To access the Contact Customer feature: 

  1. Log into Seller Central
  2. Go to the Brands tab
  3. Click Customer Reviews 


As always, sellers are not allowed to ask for a customer’s direct contact information. This remains a violation of Amazon’s Terms of Service


Can A Customer Change Their Review on Amazon?

Yes! Customers have the ability to return to old reviews and update them, so using the Contact Customer tool is the perfect way to improve your ratings.


Keep in mind that customers are not obligated to change their reviews or ratings, but your best shot at an improved star rating is by genuinely resolving any outstanding issues your customers may have, and keeping an open line of communication with them.


Be on the lookout for part two of our blog series on Amazon Reviews in 2021. 


Need More Help?

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Mike Zagare

Mike Zagare Founder, PPC Entourage Michael Zagare is a serial entrepreneur, a recovering physical therapist, and the founder of PPC Entourage. Mike has an unquenchable thirst for knowledge in all things Amazon, and loves sharing that knowledge with other sellers to help them take steps towards personal and financial freedom.