Voice of the Customer on Amazon – What It Is and How to Improve Yours
Amazon’s “Voice of the Customer” (VoC) dashboard is one of the most overlooked tools by sellers—yet it holds the power to make or break your product listings. Whether you're a beginner or seasoned seller, understanding and improving your VoC score is essential to stay competitive and compliant on the marketplace.
What Is Amazon's Voice of the Customer?
Amazon's Voice of the Customer dashboard reflects how buyers perceive your products, based on post-purchase feedback such as returns, refunds, reviews, and survey responses. It assigns a Customer Experience (CX) Health rating to your ASINs—ranging from Excellent to Very Poor.
This metric helps Amazon identify listings that may be underperforming in terms of buyer satisfaction. If your products fall into the Poor or Very Poor category, they risk being suppressed, delisted, or even permanently removed from the platform.
Where to Find It
Navigate to your Seller Central dashboard:
- Go to Performance > Voice of the Customer.
- You’ll see a color-coded summary of your product listings based on their CX Health.
- Click on any ASIN to view detailed metrics and buyer feedback.
This dashboard helps sellers spot issues like quality complaints, misleading listings, incorrect images, or defective products.
Why It Matters
Amazon’s algorithm is obsessed with customer satisfaction. The VoC score doesn’t just affect the health of your listing—it’s tied to:
- Buy Box eligibility
- Listing visibility in search results
- Account health and potential suspensions
- Your long-term seller performance rating
Failing to address VoC issues can hurt your brand reputation and sales, fast.
Key Metrics Amazon Uses for VoC
Amazon evaluates several factors when assessing your listing’s Customer Experience Health:
- Return rate and reason for return
- Negative customer feedback
- Survey responses collected post-purchase
- Reported product defects
- Misleading or incorrect content on the listing page
Even if you have a solid review rating, consistent returns or complaints can trigger a red flag.
How to Improve Your Voice of the Customer Score
Improving your VoC score means proactively managing product quality, expectations, and listing accuracy. Here's how to do it:
1. Optimize Product Listings
Ensure your product title, images, bullet points, and descriptions are crystal clear. Avoid overpromising or using misleading keywords that inflate buyer expectations.
2. Use Actual Product Images
Don’t use mockups or unrealistic photos. Ensure your images clearly reflect what the customer will receive, including packaging and scale references if needed.
3. Monitor Returns and Reasons
Keep a close eye on return trends. If customers frequently cite “item not as described” or “poor quality,” it’s time to update the listing—or the product.
4. Conduct Quality Checks
Work with your supplier to conduct inspections before shipping inventory to FBA. Amazon customers expect prime quality—anything less will cost you.
5. Encourage Honest Reviews
While you can’t ask for positive reviews, you can use tools like Amazon’s Request a Review button or product inserts to nudge customers toward leaving feedback.
6. Resolve Negative Feedback Promptly
Respond to any negative reviews or feedback with empathy and a resolution. Quick communication shows Amazon you’re serious about customer satisfaction.
7. Use Tools to Monitor Listing Health
Use tools like SentryKit to automatically monitor your listing quality, detect suppressed listings, and catch content changes or hijackers that might negatively impact VoC.
How Amazon Acts on Poor CX Health
Amazon may take the following actions based on poor VoC scores:
- Suppress the listing temporarily until the issue is resolved
- Remove the ASIN from your catalog
- Flag your account for potential review or suspension
- Require proof of compliance or quality improvement (e.g., test reports, packaging changes)
If Amazon removes a product, you can usually appeal by resolving the root cause and submitting a plan of action—but it’s best to prevent this scenario entirely.
Final Thoughts
Amazon’s Voice of the Customer dashboard isn’t just a vanity metric—it’s a direct insight into how real shoppers feel about your product. Sellers who take the time to monitor and improve their CX health enjoy higher Buy Box wins, fewer returns, better reviews, and long-term success on the platform.
Don't wait until Amazon suppresses your listing. Stay one step ahead with a proactive approach—and let tools like SentryKit help you monitor, optimize, and protect your brand on autopilot.