Amazon FBA
Seller Central
Amazon Sellers
Holiday orders bring more returns, customer messages, and reviews, and each one can tell you something about your product or listing. Amazon collects that feedback in one place in Seller Central: the Voice of the Customer dashboard.
The dashboard rates each offer's Customer Experience (CX) Health by comparing its negative customer experience (NCX) rate with similar offers. It also shows NCX return and review rates, root-cause insights, and frequently-returned-item badge warnings. Amazon says it may even close an offer if its NCX rate on recent orders is considerably higher than the rate for similar products.
This guide explains each metric, what happens when an offer is closed, and a weekly routine for fixing problems at the source, using only what Amazon has published.
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What the Voice of the Customer Dashboard Is
Amazon describes the Voice of the Customer page as a hub where you can use customer feedback to optimize your products and listings. On it you can review recent updates to the page, check the CX Health of your offers, read customer comments, identify product and listing issues, and act to resolve problems. You can find it in Seller Central under Menu > Performance > Voice of the Customer, according to Amazon's Voice of the Customer seller guide on the Seller Forums.
It is not the same as Account Health. In its launch FAQ, Amazon explains that the Account Health Dashboard covers policy compliance and deactivations, while Voice of the Customer is an insight dashboard about customers' experiences with your product. Amazon states that the CX Health of a product listing does not affect your overall account health. For the policy side, see our guide to the Amazon Account Health Rating.
Which Offers Appear on the Dashboard
Amazon's help content, quoted in a Seller Forums thread on the NCX rate, explains why some ASINs are missing or still showing:
- NCX rates and CX Health are available only for offers that have had a recent sale. New offers, or offers with no recent sales, won't appear.
- If you delete a listing on Manage Inventory, it may stay on the page for a few months, showing the last CX Health and feedback received.
How Amazon Calculates CX Health and the NCX Rate
Everything on the dashboard comes from one ratio. Amazon defines the NCX rate as the number of orders for which a customer reported a product or listing issue, divided by total orders. To find those issues, Amazon says it listens to customer feedback across:
- Returns and refunds
- Customer service contacts
- Buyer-seller messaging
- Seller feedback
- A-to-z Guarantee claims
- Product reviews
CX Health compares your NCX rate with similar offers, so the rating is relative to your category.
The Five CX Health Ratings
Amazon groups offers into five color-coded ratings:
- Excellent (green): performing significantly better than similar offers
- Good (light green): performing well or better than similar offers
- Fair (yellow): performing comparably to similar offers
- Poor (orange): performing worse than similar offers
- Very poor (red): performing significantly worse than similar offers
An offer shows Insufficient feedback when there aren't enough customer comments to support a rating. Amazon recommends reviewing every offer rated Poor or Very poor to understand and resolve the problems.
NCX Return Rate and NCX Review Rate
Beyond the overall NCX rate, the dashboard breaks out two sub-metrics:
- NCX Return Rate: returned orders where the customer reported a product or listing issue, divided by total orders (not all returns).
- NCX Review Rate: 1- and 2-star reviews reporting a product or listing issue, divided by total orders (not all reviews).
Both use only feedback received after January 2024 and are color-coded against a benchmark based on similar products' historical performance.
Root-Cause Insights, Trends, and Feedback Detail
A rating tells you something is wrong. Newer features, announced on the Seller Forums, help explain why:
- Root-cause insights: Amazon uses a machine-learning summarization technique to group customer concerns into root causes and show how often each one appears. For a damaged-item issue, Amazon's example breaks it into product spoilage, packaging problems, and damaged products.
- Trends: monthly NCX Return and Review Rate charts against the benchmark, plus, per Amazon's trend update, 12 weeks of overall NCX rate on each listing's detail page.
In a News_Amazon post on the European Seller Forums, Amazon also announced Return Rate and Star Rating metrics on the dashboard. Return Rate is the overall percentage of returns initiated in the past 12 months. Star Rating shows the product's star rating as it appears on the detail page.
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Turn Customer Feedback Into Better Products
Reading Voice of the Customer comments is easy. Knowing whether to fix the listing, the packaging, or the product itself takes practice. Bubba Academy's step-by-step program shows Amazon sellers how to build listings, source quality products, and protect ratings as they grow.
- → A clear roadmap from listing to first sales
- → Listings, images, and product quality done right
- → Learn from sellers who have launched real FBA products
The Frequently Returned Item Badge
A News_Amazon announcement added return-badge tools to the Voice of the Customer dashboard:
- A list of ASINs that show the frequently returned badge on their product detail pages
- A warning for ASINs at risk of getting the badge
- Three-month and 12-month return rate data
- A suggested return rate to prevent or remove the badge
To find them, go to Performance > Voice of the Customer, look for the Return badge displayed column on the right side of the table, and click See details for an ASIN. In a forum reply, Amazon staff explained that an ASIN is marked as frequently returned by comparing its return rate with the return rates of similar ASINs. The return rate is based on shipped units for which customers started a return.
Amazon doesn't publish one universal badge threshold, so use the suggested rate shown for each ASIN. To cut return reasons at the source, our guide to Amazon FBA returns and the returns processing fee covers the listing and packaging fixes in more depth.
When Amazon Closes an Offer for High NCX
In a Seller Forums reply, Amazon staff wrote that Amazon may close offers when the NCX rate on recent orders is considerably higher than the rate for similar products. If you're notified that an offer was closed for a high NCX rate, that product can't be bought until you review and address the customer feedback that caused it.
To resolve it, Amazon says to click the details link in the notification. You can also click Resolve issue next to the offer on the Voice of the Customer dashboard, then click Resolve issue again on the details page. Amazon also stated that the NCX rate of your offers and the closure of offers won't affect your seller account.
Why Timing Matters
Amazon notes that NCX rate and CX Health are based on an offer's historical performance. Depending on your order volume, it may take several weeks for your fixes to show up in the metrics.
How to Fix the Root Cause, Not Just the Score
Amazon's help page Resolve your CX Health issues lists the main fixes available for most offers. Match the fix to what customers are actually saying.
When the Listing Is Confusing: Update the Detail Page
If comments show that customers find the detail page confusing, Amazon recommends updating it. Common problems it names are missing compatibility details, incorrect size charts, and poor-quality images. Use Edit listing to change the title, bullet points, product description, or images. See our guides to image requirements and A+ Content, and test changes with Manage Your Experiments.
Amazon's listing optimization guide adds that its shopping assistant, Rufus, searches product details, reviews, and Q&A, and recommends answering frequently asked questions in descriptions. Your Voice of the Customer comments show which questions to answer first.
When Customers Get the Wrong Item: Remove and Relabel
For FBA sellers, if comments show customers received the wrong item, Amazon recommends removing the inventory for that ASIN and relabeling it. If units were lost or damaged inside Amazon's network, our guide to FBA reimbursements explains how to recover what you're owed.
When the Product Is Damaged or Defective: Remove or Dispose
If comments show the product was damaged because of poor internal packaging, is defective, or doesn't work as advertised, Amazon recommends removing or disposing of the inventory. For defect feedback, Amazon also points sellers to a defective product compliance training on Seller University that covers its defective product policy and the most common customer complaints.
A Weekly Voice of the Customer Routine
Amazon's own seller guide on the forums recommends checking the page weekly, and acting right away on any notice that CX Health is declining. A simple routine:
- Sort by CX Health. Start with every offer rated Very poor or Poor, as Amazon recommends.
- Check badge risk. In the Return badge displayed column, open See details for any ASIN that is badged or at risk, and compare its 3-month and 12-month return rates with the suggested rate.
- Read the comments and root causes. Decide whether the issue is the listing (expectations), the inventory (wrong or damaged units), or the product itself (defects).
- Apply the matching fix. Edit the listing, create a removal or disposal order, or take the issue back to your supplier.
- Log what you changed and when. Results can take several weeks, so a change log shows which fix worked.
Putting It Together
Voice of the Customer turns scattered returns, messages, and reviews into one NCX rate per offer, rated against similar offers. Fix the listing when expectations are wrong, and fix the inventory or product when the item itself is the problem. Watch the return-badge warnings, and act early, because improvements can take several weeks to show up. For more on how ratings drive conversions, see our playbook on getting your first Amazon reviews and our guide to winning the Featured Offer.
Your next step: Open Voice of the Customer today, filter to Poor and Very poor offers, and pick the single most-reported issue on your top-selling ASIN to fix this week.
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Join Bubba Academy Today →Frequently Asked Questions
Where do I find the Voice of the Customer dashboard?
In Seller Central, go to Menu, then Performance, then Voice of the Customer.
What is the NCX rate on Amazon?
Amazon defines the negative customer experience (NCX) rate as the number of orders for which a customer reported a product or listing issue, divided by total orders.
Does a poor CX Health rating affect my seller account?
Amazon states that the CX Health of a listing doesn't affect your overall account health, and that NCX rates and offer closures don't affect your seller account. Amazon may still close an offer with a considerably higher NCX rate than similar products.
How is the frequently returned item badge decided?
Amazon compares an ASIN's return rate, based on shipped units where customers started a return, with the return rates of similar ASINs. The dashboard shows a suggested return rate to prevent or remove the badge.
How long does it take for CX Health to improve?
Amazon says NCX rate and CX Health are based on an offer's historical performance. Depending on your order volume, it may take several weeks for your fixes to show up in those metrics.
