Customer feedback is the normal way of checking out the seller. Trust is gained or lost immediately with feedback. For this simple reason, feedback is important. Better feedback results in better sales conversion.
It is a fact that 90% of Amazon customers fail to leave feedback. Most of the time customer are good and leave positive feedback but there are some portion who are dissatisfied and it is always good to pay attention to these customers. Always communicate with customers clarifying the problems. Let them know what is expected. Most of the time negative feedback is received when unexpected things happen. If order processing is delayed, explain why. If there is a faulty item offer a refund or replacement. It is best to do so as soon as the problem is reported. Do not wait till you get the faulty item back. It is obvious that you get positive feedback when you satisfy your customers. I am not denying that you will always get odd ones who leave negative feedback before contacting you regarding the problem. However, you can always reply to their feedback professionally.
Amazon feedback is important to win “buy box”. The “Buy Box” is the box on a product detail page where a customer starts the purchase process by adding an item to their shopping basket. Even if your price is higher you will win the buy box provided that you have better feedback. Your sales are maximised! I came across Amazon Service called “FeedbackFive” which is clever enough to request your customers to leave feedback. Proactive communications can also let your customers know that you care about their buying experience, and can give you the opportunity to address issues before they become a larger problem.