Customer services

Customer (Experience) Is The King : A Checklist With Regards to Amazon CX

“Customer is the king” is something that online marketplaces swear by, and Amazon is no exception. To enhance CX, Amazon has asked sellers to review and apply changes to their product titles by 15th July. Product listings that do not comply with title guidelines are susceptible to suppression 22nd July onwards.

Amazon believes that title guideline violation leads to poor customer experience. Thus, the marketplace has decided to subdue all titles from search results that disregard the guidelines.

This sudden development surely calls for a quick decision.

  • Product titles should not exceed 200 characters in total and should be in title case.
  • Keyword spamming should be avoided at all costs.
  • The title should not carry non-readable characters. Emoticons or other such characters should not be included.
  • Use of promotional keywords such as “100% Guarantee”, etc is a big no-no.
  • Product identifying information is a must.

Recent studies show that 32% of customers stopped purchasing goods from sellers after having a single bad experience. This does not end here. Bad mouthing is a powerful practice that most angry buyers resort to after an unpleasant experience.

Considering this and other related issues, Amazon has also recently launched the new version of the “Voice Of The Customer” dashboard which highlights its customer-centric approach. It displays customer feedback about the refund, returns, and customer service details to a seller. The dashboard can help a seller perform the following duties:

  • Sellers can analyze offers and promotional activities based on recent customer feedback and order history.
  • Tasks such as identifying product and listing issues can be easily managed.
  • By evaluating the negative customer feedback, you can take action to fix issues accordingly.

Amazon’s endeavors to enhance customer experience showcase its customer-centric approach. Sellers outsourcing their listing requirement or having an in-house team should audit and edit their product titles according to the guidelines. Sellers who do their product listings themselves should also proceed with auditing.

Enhance Customer Experience

With Amazon giving priority to customer satisfaction, you should follow suit. Few pointers that you must take into consideration to improve customer experience, and rank higher in Amazon search results:

  1. Respond To Feedback Quickly

Respond To Feedback Quickly

Even if it is a negative one, respond to customer feedback religiously. Unattended reviews can create an adverse effect on your overall ranking. It’s always better to find out the shortcomings and resolve the issues. This also helps in building a healthy buyer-seller relationship.

  1. Understand Your Customers’ Needs

As many as 76% of customers want the brands to understand their needs and resolve their queries efficiently. It is very important for a seller to know what his audience is looking for. Providing the most genuine products for your buyers can help you cut through the noise. Manage your inventory and keep an eye on your products for quality assurance.

  1. Get Rid Of ‘Out-Of-Stock”

Planning and managing inventory is a profound core task for every seller and should be done with utmost responsibility. If your listing flashes “out of stock” on a regular basis, it is likely your ranking will downgrade. Such core tasks can be gigantic to manage. Ask your inventory management.

  1. Keep Your POP Rate Higher :

Keep Your POP Rate Higher

POP stands for Perfect Order Percentage. Amazon keeps a check on the sellers who have managed to deliver orders perfectly. If your POP rate is high, your ranking on Amazon will automatically increase.

  1. Lower Your ODR

ODR stands for Order Defect Rate. This includes shipment problems, negative feedback on products, refund requests, etc. Sellers with higher ODR are most likely to appear low in the search results leading to low conversion and sales.

  1. Increase Your Order Processing Speed

64% of customers value purchasing experience over the price of a product. In the era of one-day prime delivery, sellers have to be very efficient in terms of the order processing speed. Delayed orders can be very hazardous for a seller’s overall image.

  1. Create The Reverse ROPO Effect

ROPO stands for research online, purchase offline, in which customers tend to search for a product online but make the actual purchase offline. Creating a highly adequate product listing can make a reverse ROPO effect for your eCommerce. Offer unique and trendy products that can attract customers to make a purchase there and then.

  1. Stick To The A9 Algorithm

Stick To The A9 Algorithm

Just like Google, Amazon also ensures that every query meets the most relevant result. To rank better, sellers are advised to maintain the keyword density and provide the most relevant product descriptions. Listings should neither be stuffed with keywords nor miss out on the important ones. Amazon listing optimization can help you achieve high sales and an escalated CX rate.

  1. Price Your Product Realistically

A high priced product range is one of the biggest factors turning most buyers away. Pricing your products realistically will help win the buy box, ultimately leading to higher conversion rates.

CX is not just business jargon but a long term investment that sellers should make. Following a customer-centric approach is the only way you can succeed in a marketplace like Amazon.

Negative feedback will decrease the ROI for the sellers manifold and will create trouble surviving in the marketplace. More than anything, CX is of paramount importance to Amazon and it will be beneficial for the sellers to follow the same.


Customer experience has always been crucial to Amazon. The recent title guidelines, “Voice of the customer dashboard” and consumer-specific guidelines are an advocate of the fact. Is your product listing CX centric? Auditing is fundamental right now.

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