It’s no secret that Amazon.com Inc. is hyper-focused on customer experience, as highlighted in the company’s mission statement: “Our vision is to be earth’s most customer-centric company.”

Retailers and brands that sell products on Amazon’s marketplace too are motivated, and even forced, to provide above-par customer service to shoppers. Good customer service is key to getting positive feedback on products and merchant accounts, which contributes to better visibility in search results, and consequently garners sales. But Amazon hasn’t made it easy for sellers to develop relationships with customers: It doesn’t provide customer data such as email addresses to merchants, or allow sellers to solicit positive reviews and ratings. Sellers have had to find ways to provide service that’s up to Amazon’s standards, while working within its parameters.

“Amazon customers expect Amazon-level customer service even from [marketplace] sellers,” says Andrew Jacobs, chief operating officer of online retailer Jam Paper & Envelope, which generates about 25% of its revenue through Amazon’s marketplace. Two areas Jam Paper focuses on are managing product feedback and Jam Paper’s seller account ratings. The retailer monitors the feedback manager page in its Amazon seller account, which shows a seller’s rating over the past 12 months, along with the number of ratings and reviews it has received in the last 30, 90 and 365 days, Jacobs says. The page categorizes reviews by positive, neutral and negative, and shows the 10 most recent reviews.

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