Dear Amazon Seller Support and Fellow Sellers,
I am writing to express deep concern regarding the recent changes to Amazon's "Request a Review" email template, specifically the reordering that places the seller feedback section above the product review prompt. This adjustment has had a significant negative impact on our ability to gather product reviews, which are critical for building customer trust and driving conversions.
Key Issues:
1. Decrease in Product Reviews
Since this change, we’ve seen a notable drop in product reviews across multiple ASINs. We rely heavily on these reviews to launch and grow high-quality products. The current structure of the email discourages customers from leaving a product review, instead funneling them toward seller feedback.
2. Product Reviews Are Being Misplaced
Perhaps the most damaging effect is the misplacement of product reviews into the seller feedback section.
Most of the comments we've received through seller feedback in the past 8 months are clearly related to the products themselves — not to our brand or fulfillment performance.
This confusion leads to:
• Reviews not being shown on the product detail page, where they are most useful.
• Skewed seller metrics, as seller feedback is being flooded with comments about flavor, packaging, and results — rather than delivery or customer service.
• An overall decline in the accuracy of Amazon’s feedback system, which hurts buyers and sellers alike.
3. Challenges for New Products
For new product launches, gathering early reviews is vital for visibility and sales. The current template blocks the natural flow of feedback by misdirecting customers. The impact is especially severe for smaller or emerging brands that rely on early feedback to establish credibility.
Community Feedback:
This isn’t just our problem — many sellers are speaking up:
"This has caused far less product ratings on the actual product page and a huge increase of product related reviews on the seller feedback rating page."
— SellerCentral Forum (source)
"If anyone from Amazon's staff is reading this, can you simply switch your template for the review requests and have the product review box FIRST and the seller review box second? Would make a world of difference."
— SellerCentral Forum (source)
Request for Action:
We respectfully urge Amazon to:
1. Reorder the sections in the Request a Review email to place the product review first, where customers expect it.
2. Provide an optional customization feature for sellers to prioritize the type of feedback that best supports their product and brand.
3. Monitor seller feedback misuse and allow for easier removal or reassignment of misplaced product reviews.
4. Communicate any future changes more transparently to sellers so we can adapt our post-purchase engagement strategies accordingly.
Amazon’s current email layout — however well-intentioned — is causing customer confusion, misreporting of feedback, and lost opportunities for sellers. Reversing or correcting this layout would be a simple yet powerful improvement that aligns with Amazon’s mission of delivering the best customer experience.
Thank you for considering this matter with urgency.
