Voice of Customer – 3 Critical Things for Sellers to Look At
One of the most useful dashboards in Seller Central, yet also most often ignored, is Voice of the Customer. Sellers dread going in here because its often going to include at least one bit of ‘day ruining' information. Things like your item is about to get the dreaded “Frequently Returned” badge. However, that doesn't mean you should ignore it.
In this article I'll give you a summary of the top 3 things you need to look at and monitor in voice of the customer.
Seller Central Link: sellercentral.amazon.com/voice-of-the-customer/
Voice of the Customer Dashboard Overview
Here's an overview of the important elements in the voice of the customer dashboard.
There's a few things you want to look at specifically in Voice of the Customer:
- Frequently Returned Badge Displayed. This is the most important thing to look at it. Quickly you can see which items have the “Sales Obliterator” badge (aka the Frequently Returned badge)
- See Details (of Return info for an Item). Opening this view will show you the exact return rate of your item (in 3/12 month increments) as well as the target rate.
- Download Data (CSV). This allows you to export all of the info for your items, especially useful if you have a large catalog.
How to Check Your Returns Handling Fee Threshold
We all know that getting the Frequently Returned badge will essentially tank your sales but there's one nefarious profit killer and that's the returns handling fee. If your item exceeds certain category returns thresholds you'll be charged a returns handling fee.
Above are some samples return rate thresholds for 2024. These are subject to periodic change and you can see current thresholds on Amazon here.
