We focus on negative feedback ratings as a percentage of total feedback ratings (the "Negative Feedback Rate") as an indicator of seller performance. Our very best sellers have a close to 0% Negative Feedback Rate.
Amazon's Performance Targets state that, "the number of negative feedback entries should be less than 5% of the total feedback entries received". If your negative feedback rate is greater than the 5% performance target, you may want to review your business practices and adjust to the demands of your customers.
Why don't I have much feedback?
If you don't receive feedback quickly, don't be discouraged. Most Amazon sellers receive feedback on 10% - 20% of their sales. Please know that leaving feedback is an individual's choice, not a requirement for using our site. Amazon cannot compel buyers to leave feedback.
You'll also notice that much of the feedback you receive comes after Amazon sends our feedback reminder email 30 days after the purchase is completed.
The seller stars displayed for buyers is an average rating calculated using the following formula: SUM (all feedback star values) / SUM (all feedback ratings). For averages over 4.76, all 5 stars are shaded; 4.26 to 4.75 = 4 1/2 stars, 3.75 to 4.25 = 4 stars, and so on.
Even that 10% is hard to get/keep. My products are consistently delivered 2 to 3 days after the purchase date, and I'm hovering at 12%. I stick friendly letters customized to the buyer's name and product asking for feedback with the feedback url in every purchase, but nothing.
The Amazon prime option for one of the products I sell was taken away three days ago. I sold the equivalent to what usually takes three weeks for me to sell in just two days. This sounds like a good thing, but I try to keep my revenue under $700 a month. Since I blasted past that, that account is now under review with an feedback of only 9%. I went ahead and sent a begging email to previous customers, but nothing so far. Everything else is positive about the account, a few customer returns because they did not buy the right size they needed, but I'm still wary of whether or not the account will come out alive after the review process.
low feedback rate 
