Amazon have made it possible to address a negative review, defined as three or less stars on their marketplace. Brand owners can contact customers who have left critical reviews on their products with courtesy refunds or provide support directly through the Customer Reviews feature in Seller Central.
Customer Reviews is available to brand owners under Brands tab on Seller Central. This does open up the question as to what happens if another merchant left a negative review that the brand owner wishes to address – Amazon haven’t made it clear if brand owners can only work with customer who purchase directly from the brand owner or if they can also attempt to rectify reviews left when a purchase is made from an authorised retailer selling on Amazon.
This is really interesting as offering refunds or support when negative reviews are left isn’t something generally available on third party marketplaces through an approved channel – generally it’s something left to the seller to deal with through back channels – normally through casual marketplace messaging. An approved channel to contact disgruntled customers and hopefully get a review revised is a step many might welcome.
To address critical reviews, you’ll need to be the brand owner. Also, only a primary account holder can access Customer Reviews. If you are a secondary account user, you’ll need to contact the primary account holder to request permissions though Settings > User Permissions > Manage Permissions > Advertising > Customer Reviews.