I’ve been thinking of the topic of feedback lately and how it affects sales for online booksellers. I’ve been selling books online for about 2 years now and have maintained a solid 98-99% feedback rating. However, I don’t necessarily know if this has affected sales in any way. I see all kinds of huge sellers with feedback ratings in the 80th percentile that have huge feedback numbers which leads me to believe that they are still making tons and tons of sales. Do these buyers not care about feedback numbers and are just plowing through as many books as possible?
I see two different types of business models here that directly reflect feedback.
1. Large volume sellers – High feedback numbers are generally met with less than perfect ratings mostly because of the huge quantity that these sellers go through. These sellers are also subjected to more buyers which increases their chances of snagging those picky buyers that will give negative feedback for a dog-eared page. At the same time, the larger the operation gets, the less they describe the book which, in turn, will also leave some buyers dissatisfied.
2. Specialized sellers – These are the small sellers that have relatively few feedback numbers but, if care is taken, have almost 100% feedback ratings. I think this is because they take the time to accurately describe the books that they have and also have time to pay attention to details such as proper packaging.
I’m sure we have seen these two different types of sellers on Amazon so I’m asking you, as a buyer, if you pay attention to feedback ratings when choosing a book.