Inside Amazon’s Voice of the Customer Score: What It Means and How to Improve It
Introduction
Your product listings are live, your prices are competitive, and your inventory is moving—until suddenly Amazon suppresses your ASIN for a vague reason tied to buyer experience.
Welcome to the world of the Amazon Voice of the Customer score.
This often-overlooked metric directly affects your ability to stay visible, win the Buy Box, and avoid account health issues. In this post, we’ll break down what the Voice of the Customer (VoC) score is, how Amazon calculates it, why it matters in 2025 more than ever, and how to improve it before it costs you your listings—or your account.
What Is Amazon’s Voice of the Customer Score?
Amazon’s Voice of the Customer score is a performance metric that measures customer satisfaction based on post-purchase feedback and return data. It’s found in your Customer Experience Health Dashboard and is calculated at the ASIN level.
Score categories include:
Excellent
Good
Fair
Poor
Very Poor
If your ASIN is rated “Poor” or “Very Poor,” it may be automatically suppressed, harming your organic visibility and sales.
What Factors Influence Your VoC Score?
Your score is calculated from several inputs:
Return Rate
High return rates indicate product dissatisfaction or misleading listings.
Customer Comments
Negative buyer comments—even if they don’t result in returns—affect your score.
Buyer-Reported Issues
Frequent flags like “item not as described” or “used sold as new” hurt your score quickly.
Positive Reviews & Feedback
Positive signals help keep your score in “Good” or “Excellent” territory.
Why the VoC Score Matters in 2025
Suppressed Listings
Amazon will remove listings from the search catalog if your VoC score is too low, even without a formal policy violation.
Lower Buy Box Eligibility
Even if you remain active, Amazon deprioritizes low-VoC listings in Buy Box rotation.
Account Health Risk
Multiple suppressed ASINs can trigger performance warnings and push you closer to account deactivation.
How to Check Your Amazon Voice of the Customer Score
Log in to Seller Central
Navigate to Performance > Voice of the Customer
Filter by ASINs in “Poor” or “Very Poor” categories
Review feedback, return reasons, and suppression warnings
Tip: Bookmark this page and check it weekly—especially after launching a new product.
How to Improve Your Amazon Voice of the Customer Score
1. Improve Listing Accuracy
Double-check product titles, bullet points, and images. Ensure your listings match the item exactly, especially for size, quantity, and condition.
2. Use High-Quality Images
Include multiple product angles, close-ups, and packaging shots. This reduces returns from unmet expectations.
3. Monitor Returns for Patterns
If one ASIN gets returned repeatedly for the same reason (“didn’t match description”), revise the listing.
4. Respond to Negative Feedback
While you can’t always remove it, responding professionally to customers and offering replacements or explanations can lower complaint frequency.
5. Consider Removal or FBA for Problematic Inventory
If fulfillment issues cause poor packaging or damage, switch to FBA or inspect your warehouse and carriers.
6. File Appeals for Incorrect Suppressions
Sometimes ASINs are suppressed due to old or resolved issues. Submit appeals with supporting documentation like:
Product images
Packaging photos
Supplier invoices
When to Contact AmazonSellersLawyer.com
If you’ve tried fixing VoC issues and Amazon continues to suppress listings or issue performance warnings, it’s time to seek professional help.
At AmazonSellersLawyer.com, we help sellers:
Appeal unfair VoC-related suppressions
Draft escalation emails to Amazon performance teams
Address feedback loops leading to account health issues
Prevent suspensions tied to repetitive buyer complaints
Final Thoughts
Your Amazon Voice of the Customer score is more than a hidden metric—it’s a key factor in maintaining sales, account health, and long-term success. Don’t wait until you’re suppressed or warned. Monitor your VoC score, resolve common complaints, and take action to keep your account in good standing.
Need help fighting a listing suppression or warning? Visit AmazonSellersLawyer.com today.