Amazon UK Seller Feedback and Product Reviews: What Resellers Can and Can't Do
Feedback and reviews look similar but do different jobs. One is about you as a seller and counts towards your account health. The other is about the product and is shared with every seller on the listing. Mixing them up leads to wasted effort and, at worst, breaking Amazon's rules and UK law.
Seller feedback rates your service and affects your account health. Product reviews rate the product and belong to the listing, not to you. You can ask for both in neutral ways, such as Amazon's Request a Review button, but you must never pay for, reward, filter or fake them. Since April 2025, UK consumer law has specific rules on fake reviews.
Feedback vs reviews
| Seller feedback | Product review | |
|---|---|---|
| About | Your service: delivery, condition, communication | The product itself |
| Belongs to | Your seller account | The listing (shared by all sellers) |
| Affects | Account health, including order defect rate | Conversion for every seller on the listing |
| Matters most for | Resellers and FBM sellers | Brand owners and private label |
For resellers on shared listings, seller feedback is the one you own. Negative feedback counts towards your order defect rate on the Account Health page in Seller Central. Our AHR customer service points guide covers how Amazon scores the FBM side.
Asking within the rules
- Use Request a Review in the order details in Seller Central. It sends a standard Amazon message asking for both seller feedback and a product review, within the time window Amazon sets after delivery.
- Or send one neutral message through Buyer-Seller Messaging, if you prefer, following Amazon's communication guidelines. Do not send both for the same order.
- Ask every customer the same way. Asking only happy customers, or asking for a positive review, is review manipulation.
What you must never do
- Offer money, refunds, discounts, free products or gifts in return for a review or for changing feedback.
- Review your own products, or ask friends, family or staff to review them.
- Join review swap groups, or buy reviews from any service.
- Put inserts in the box asking for positive reviews only.
- Pressure a customer to remove or change feedback.
The Competition and Markets Authority published its fake reviews guidance (CMA208) on 4 April 2025, alongside legal changes from April 2025 (read 28 October 2026). Fake and hidden-incentive reviews are a consumer law issue in the UK, not only an Amazon account risk.
Handling negative feedback
- Read it properly. Is it about your service, the product, or Amazon's delivery?
- Check whether it qualifies for removal. Amazon may remove feedback that is really a product review, contains obscene language or personal details, or is about an FBA order's fulfilment, which Amazon takes responsibility for. Request removal from the feedback manager in Seller Central.
- Fix the problem. Contact the customer through Buyer-Seller Messaging and solve the issue. Do not attach conditions to a refund.
- Reply publicly if it helps, briefly and politely. Future customers read the reply, not just the comment.
- Look for a pattern. Repeated complaints about the same ASIN can mean condition or authenticity problems with a supplier. Our return and recovery insights guide shows where else that shows up.
What this means for resellers
On shared listings, product reviews are mostly outside your control, so focus on what you own: fast dispatch (or FBA), accurate condition, quick replies and a steady flow of neutral review requests. Good seller feedback supports your account health, which protects everything else. When you choose products, read the reviews too. Poor reviews mean returns, and returns cost money. See FBA partial refunds by return reason.
The free UK FBA Starter Framework includes the account health basics, and the £29 Amazon FBA Playbook covers the weekly admin routine, including feedback checks.
Sources
Competition and Markets Authority, Fake reviews (CMA208) (read 28 October 2026). Amazon Seller Central UK help pages on customer product reviews policy, feedback removal, Request a Review and communication guidelines (login required). Policies change; Seller Central shows the current rules.