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Amazon Voice of the Customer: The Ultimate Guide

Amazon voice of the customer

Amazon Voice of the Customer: What You Need To Know

When Amazon introduced the VOC dashboard, they had a simple idea in mind: They wanted customers to get the best possible experience from a product, and sellers to be able to create a product like that.


VOC does this by gathering feedback from your customers and then presenting that feedback using a simple scoring system. Using this feedback, you can improve your products and listings. Once improved, your listing will naturally receive better reviews and ratings, which in turn will help your products reach higher in search results.

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In this guide, we’ll cover everything you need to know about this dashboard. Let’s get started!



What Is the “Voice of the Customer” Dashboard?

Amazon voice of the customer


Amazon Voice of the Customer, or VOC, is a dashboard on Seller Central that displays customer feedback on your products. It points to issues that caused a low feedback score and negative reviews in the form of a scoring system. Not just that, it also gives you information on what action you can take to improve the scoring.



Why Is the VOC Dashboard Important?


Amazon is known for being a customer-centric company. If customers regularly express dissatisfaction with a particular product through negative feedback or low ratings, Amazon may suppress the listing altogether. That’s why keeping an eye on the VOC dashboard is crucial. It helps you understand your customers’ needs better and prevents any potential suppressions.



What Can You Do With the VOC Dashboard?

The VOC dashboard is your go-to for valuable insights as a seller. Its purpose is to provide you with crucial information that can help you identify potential issues that may result in lower feedback, negative product reviews, or even suspended listings. Here’s what you can do with it:


– You can check the health rating for every product in the form of color codes: excellent (green), good (light green), fair (yellow), poor (orange), and very poor (red).


– You can find out how Amazon became aware of these issues.


– You can read customer comments for each of your products.


– You can see your best and worst-performing listings.


– You can identify customer issues and problems with your product.


– You can download all this information as a .csv file.


– You can create removal and disposal orders and even edit listings as needed.



How Does the Voice of the Customer Dashboard Work?


The VOC Dashboard operates on two metrics: CX Health and NCX Health. 


The NCX Health Score or the Negative Customer Experience Health score is calculated by dividing the number of recent orders with reported product or listing issues by the total number of recent orders.


Product or listing issues are reported through post-sale data like returns, refunds, customer service chats and calls, buyer-seller messages, and customer reviews and ratings. Delivery issues do not impact your NCX Health score. The score is shown as a percentage. A lower percentage means fewer negative experiences, which is better for your business.


On the other hand, CX Health, or Customer Experience Health, gives you a comparison of your negative customer experiences against similar products from other sellers. This metric is visually represented using color codes: green for excellent, light green for good, yellow for fair, orange for poor, and red for very poor. Pay special attention to products in the poor and very poor categories. These are performing significantly worse than similar offerings and might be suppressed due to their performance.



How Does a High Return Rate Impact the Voice of Customer?

Amazon voice of the customer

When customers frequently return a product, it usually means they’re not satisfied. This dissatisfaction often shows up as negative reviews and low ratings, which can lower your NCX Health score. If you notice a pattern of increased returns and your NCX Health score is dropping, this could negatively impact your overall CX Health rating. A lower CX Health rating might lead to your product listings being suppressed, making them less visible to potential buyers.



What Can You Do to Reduce High Return Rates?


To reduce high return rates on Amazon, consider doing the following:


1) Read Customer Comments


When customers return a product and leave honest feedback, take the time to read their comments. These are real people who bought, used, and returned your products because they weren’t satisfied. Look for any common issues or concerns they mention.


2) Determine the Root Causes


Identify the main reasons for the high return rate of your products. This could be due to product defects, mistakes in your product listings, lack of customer support, or other factors. Address these issues to improve your overall service.


3) Improve Product Descriptions


Make sure your product descriptions are clear, detailed, and accurate. Include all the important features and specifications of the product. This helps customers know exactly what they’re buying, which can prevent returns caused by misunderstandings or unmet expectations.


For example, if you’re selling a camera, don’t just list its megapixels. Include details about the lens type, zoom capabilities, battery life, whether it’s suitable for indoor or outdoor use, and any special features like waterproofing or Wi-Fi connectivity.


4) Check Your Packaging 


Lastly, pay close attention to the packaging of your products. Make sure that it’s secure, protective, and representative of the actual product. Damage during shipping and misleading packaging are common reasons for returns.



How to Resolve High NCX Health Issues


If you receive a notification or email stating that your listing has been suppressed due to a high NCX rate, the affected product will temporarily be unavailable for purchase until you address the problem. If the ASIN has been flagged with this violation, here are some steps you can take to resolve the issue:


Step 1: Go to the Voice of the Customer page and locate the affected ASIN that has been categorized as ‘Poor’ or ‘Very Poor.’ These categories indicate that the product is performing worse in comparison to similar products on the platform. Click on See Details to view additional information.



Step 2: On the next page, you will see a Take Action button. Click on it to review the customer feedback that resulted in the high NCX rate.



Step 3: Once you have reviewed the feedback, click on the Relist button. This will relist the ASIN and initiate the process of resolving the high NCX rate. Give the system some time to remove the complaint from the AHD (Amazon Health Dashboard) and reactivate the ASIN.


Note: Depending on the type of reviews you’ve received, you may need to do bin checks. However, the above steps should remove the violation and reactivate the ASIN.


Here’s a detailed SOP of the process: 




By implementing these strategies, you can reduce your return rates, improve the Voice of the Customer, and become more successful on Amazon. Remember, satisfied customers are loyal customers, and they’re more likely to leave a positive review that boosts your product’s visibility and sales.


Are you an Amazon seller looking to maximize your success? At Enso Brands, we specialize in providing guidance to sellers like you, ensuring your journey toward greater profits and unparalleled success is seamless. Contact us today to learn more about our services and how we can assist you.

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40 Pages of Amazon Ultimate listing and Design Templates

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40 Pages of Amazon Ultimate listing and Design Templates

Transform Your Amazon Presence: Unlock Sales and Dominate with Our Ultimate Listing and Design Templates!

  • Expert advice and insider tips on creating a perfect Amazon listing​
  • Product Insert Template
  • Product Packaging Template
  • Amazon Posts Template