VOC - Voice of the Customer

The VOC dashboard is available in Seller Central and Vendor Central, and it aggregates insights from reviews, returns, customer service contacts, and other feedback channels. Amazon uses VOC to highlight problematic ASINs where customers report a poor experience, enabling vendors to take corrective action.

How It Works:

• Amazon collects feedback from multiple sources:
  • Product reviews and ratings
  • Return comments
  • Customer service interactions
  • Post-purchase surveys
• Each ASIN receives a VOC health rating (e.g., Very Poor, Poor, Fair, Good, Excellent).
• Vendors and sellers can analyse root causes (e.g., “Product smaller than expected,” “Damaged in transit,” “Battery life shorter than advertised”).
• Corrective actions (improved packaging, updating detail page info, fixing defects) improve VOC scores.

Benefits for Vendors/Sellers:

• Early warning system: Identifies ASINs with rising return or dissatisfaction trends.
• Actionable insights: Helps adjust product design, quality, or listing content.
• Improved customer trust: Higher VOC scores boost Buy Box competitiveness and conversion rates.
• Reduced returns & costs: Fixing root issues lowers return rates and negative reviews.

Benefits for Amazon:

• Ensures customers have a consistent and satisfying shopping experience.
• Reduces operational costs linked to returns and customer service.
• Protects Amazon’s reputation by holding vendors accountable for product quality.

Challenges:

• Vendors must invest time and resources to investigate and act on VOC insights.
• Negative VOC ratings can lead to reduced search visibility or suppression of ASINs.
• Some issues may be beyond vendor control (e.g., carriers damaging goods in transit).

Why It Matters:
VOC is one of the most customer-centric tools Amazon provides to vendors and sellers. It directly links customer perception to operational accountability, making it a critical lever for long-term success on the platform.

Example:
A seller notices their new wireless earbuds have a VOC rating of Poor. Upon review, the main issue is “Charging case stops working after a week.” The vendor investigates manufacturing defects, improves QC, and updates the product. Within two months, the VOC rating improves to Good, and return rates drop.

In short:
VOC (Voice of the Customer) is Amazon’s feedback system that measures how customers perceive products, providing vendors with insights to fix quality, content, or delivery issues and improve overall customer experience.