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.
Most negative customer experiences start before the first unit ships: the wrong product, a weak supplier, or a listing that overpromises. This free checklist helps Bubba Academy students choose products carefully, vet suppliers, and prep a clean first FBA shipment.
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.
Amazon's help content, quoted in a Seller Forums thread on the NCX rate, explains why some ASINs are missing or still showing:
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:
CX Health compares your NCX rate with similar offers, so the rating is relative to your category.
Amazon groups offers into five color-coded ratings:
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.
Beyond the overall NCX rate, the dashboard breaks out two sub-metrics:
Both use only feedback received after January 2024 and are color-coded against a benchmark based on similar products' historical performance.
A rating tells you something is wrong. Newer features, announced on the Seller Forums, help explain why:
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.
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 News_Amazon announcement added return-badge tools to the Voice of the Customer dashboard:
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.
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.
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.
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.
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.
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.
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.
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:
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.
Bubba Academy trains sellers on product research, supplier quality, Brand Registry, listings, FBA inventory, and ads, so customers get what they expect and your ratings keep working for you.
Join Bubba Academy Today →In Seller Central, go to Menu, then Performance, then Voice of the Customer.
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.
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.
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.
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.