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This article applies to selling in: India

Voice of the Customer Dashboard

The objective of Voice of the Customer dashboard is to help you understand the customer feedback on your products. You can use this dashboard to review customer comments on seller controllable returns, identify product related issues, and take action to resolve them.

Seller controllable returns refer to orders that were returned by the customer or were refunded by Amazon owing to product related issues such as:

  • Customer receiving a defective/damaged product.
  • Customer faced size and fitting issues.
  • Quality of the product is not as per customer’s expectation.
  • Inaccurate and incomplete information is provided on the product detail page.

Sections in Voice of the Customer dashboard

1. Seller Controllable Return Status Breakdown:

Seller Controllable Return Status helps you understand how your listings are performing in terms of returns, relative to that of similar listings in the category. Your listings are categorised as excellent, good, fair, poor, or very poor. Number of your listings corresponding to these categories can be seen in ‘Seller Controllable Return Status Breakdown’ section. Individual status is explained as below:

  • Excellent (green): Seller controllable returns on your listing are significantly lesser than similar listings.
  • Good (light green): Seller controllable returns on your listing are as well as or lesser than similar listings.
  • Fair (yellow): Seller controllable returns on your listing are comparable to that on similar listings.
  • Poor (orange): Seller controllable returns on your listing are higher than that on similar listings and your listing maybe at the risk of closure.
  • Very poor (red): Seller controllable returns on your listing are significantly higher than that on similar listings and your listing maybe at the risk of closure or may already have been closed.

We recommend reviewing all products with ‘Poor’ and ‘Very Poor’ status to understand and resolve problems by clicking See Details button.

2. Listing level returns detail:

This section provides you listing level details on seller controllable returns. The Seller controllable return status of each listing is determined by comparing your listing’s Seller Controllable Return Rate (SCRR) with those on similar listings.

Seller Controllable Return Rate (SCRR) is calculated as a percentage as given below:

SCRR = Number of orders returned or refunded due to product related issues / Total shipped orders.

SCRR is calculated for the 30 day period before the date when there was either an order or a return/refund on your product. SCRR is available only on listings that have had a recent sale. If a listing is new or if there have been no recent sales, you will not see SCRR or corresponding status. Issues not related to products such as issues with delivery, returns due to change of mind etc. will not be taken into account to calculate your SCRR.

Other columns in the Voice of the Customer dashboard are explained below:

  • Seller Controllable Return Orders: Orders for which customers have raised return/refund request. It is calculated for 30 day period before the date when there was either an order or a return/refund on your product.
  • Top return reason: Top chosen return reason code for a particular listing.
  • Last Updated: Date when there was either an order or a return/refund on your product.
  • Status: Seller controllable Return Status of your listing (explained above).
  • Actions: Click the button to see customer feedback and actions that can be taken to resolve the issues raised by the customers.

Actions to reduce Seller Controllable Returns

Monitoring Seller Controllable Return Rate (SCRR) of your products can enable you to serve customers better and reduce seller controllable returns. You can review customer comments on the dashboard to identify product issues that are impacting customers. We recommend reviewing all products with ‘Poor’ and ‘Very Poor’ status to understand and resolve problems by clicking See Details button. Based upon customer comments, you can:

  • Edit your listings.
  • Fix product related issues.
  • Relist your product after issues are addressed.
  • If you sell your product through Fulfillment by Amazon (FBA) — you can submit an order to have inventory removed. This might include removing damaged, defective, or mislabelled inventory or updating your detail page.

For more information, see Resolve Product Related Issues. SCRR is based on product’s historical performance. It might take several weeks for actions you take to be reflected in those metrics.

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