Well, speaking of the devil, there will be occasions in your Amazon selling journey when you'll come across unhappy customers or as I like to call them "Angry Birds". For whatever reason they'll give you a low star rating and perhaps a long negative review. Once this happens it is imperative that you do not panic. It is time for you to start assessing viable options available to you. The plan of action could include, but is certainly not limited to:

1. Commenting publicly on the review.

·        Apologize for any mistakes that you may have done and ensure them that you'll do anything and everything in your power to fix this issue while ensuring them that their satisfaction is your ultimate goal. When commenting, take this opportunity to insert keywords in your responses - this helps with indexing/boosting ranking on your listing.

·        Publicly commenting also shows that you’re proactive with customer service.

2. Once you fix the customer’s problem, do NOT ask for a five star review (or to change a negative review).

·        You can message a week or so later and ask vaguely: “We appreciate your feedback; if you’d like to update feedback, here’s a link” with Amazon.com/ryp (review your product link).

·        NEVER incentivize them to change their review - you WILL be suspended. Amazon is very strict about this.

·        Never ask for positive reviews in any communications.

·        You CAN ask for reviews, just don’t mention ‘positive’.

3. Try to figure out who the buyer is - this isn’t always possible as reviewer names don’t always match the buyer name (the buyer can set a different reviewer name).

·        If you can figure out who it is, you can privately message them through Amazon’s buyer-seller messaging system.

·        Send them a replacement, and have them NOT return the defective one (so that a customer return doesn’t negatively affect your seller metrics).

·        You can manually request Amazon to fulfill orders, so request them to directly send a replacement at your expense (this does not count as a return); it’s recommended to spend extra on fast shipping to prevent the dissatisfied customer from writing a negative review.

·        Send the replacement right away; don’t delay.

One course of action you must never undertake is asking customers to change reviews, or incentivizing positive reviews. This will lead you to more trouble than you can possibly handle.