Sunday, 21 September 2014

Amazon deletes negative feedback that it doesn’t agree with - how can anyone trust a company that behaves that way?

Amazon has been lowering customer service standards for quite a while. Despite being a company that in the past has wisely avoided self-harming behaviour like spamming and ripping off customers, lately they seem to have Jumped The Shark. My recent experience with them demonstrates a Google-level degree of cynicism in their dealings with customers.

This month I purchased a couple of running tops from This is’s Amazon storefront. You may, like I was, be impressed by the 4.8 out of 5 stars averge review that other consumers had apparently given this vendor. You may also be particularly surprised to compare it with this 2.1 out of 5 stars rating from another popular independent review site. (Something I really wish I had done before foolishly trusting Amazon’s own ratings at face value.)

How did those ‘customer ratings’ get to be so different?

After receiving my running tops, in short order I received the following unsolicited email from SpamShoes (as I now think of them) -

OK, as First World Problems go, it’s right up there. But, avoiding annoying spam like the above begging for feedback and further business is one of the main reasons I’ve used Amazon in the past. Amazon has a setting in their user options that allows you to opt in to receiving reminders about leaving feedback, if you want to. Like most people, I have that option set not to bother me. I don’t use Amazon to help people build their business. I use it as a consumer for my own convenience. Period. So, when an individual vendor decides to ignore my preference and contact me anyway, that rankles.

So, I sent a response back to the vendor saying that I didn’t appreciate their spam, and reminding them that Amazon themselves will send us an email reminding us to leave feedback if we have agreed to receive one. The vendor doesn’t need to know what my preference about receiving feedback reminders is, only that I have one and would have received a reminder already if I’d asked for one. This is the response I received:

Thank you for your email,

I am very sorry that you feel aggrieved by our email, this is an automated email sent to all our customers. It's a courtesy follow up email to our customers mainly to say thank you for ordering and we hope you're happy with the purchase. But it's also a chance for any customers who may have had a problem to contact us so that we can resolve this. We are not begging for your feedback, it's just a polite reminder for you to leave some if you wish. The setting you refer to on your buyer profile, I can only assume to be for Amazon fulfilled orders only as we are unaware of any settings on your profile.

We received your negative feedback for your order, however contacted Amazon regarding this as we felt it was unfair as no spam emails have been sent. They have agreed with us, and removed the comment as they have acknowledged no spam emails were sent.

Finally, I can assure you we're a very professional vendor with a vast customer base. As I'm sure you can see from our feedback ratings, we generally do a good job which is reflected within the percentages. We'll continue to provide the service we are currently on both Amazon and our website.

Please be assured, you'll receive no further emails from our company.

Kind Regards,

Spammer doesn’t want to recognise they're a spammer shocker. Those perpetrating the act rarely choose to recognise they're doing anything wrong. No apparently doesn't mean "no" for these people. It means you must have misunderstood their intentions. Whilst they undoubtedly know deep down that they're behaving badly, they completely fail to recognise how pathological and self-defeating their behaviour is. You made a purchase from them once. So they feel entitled to invade your inbox whenever they like. They're the date rapists of the marketing world. It's no wonder they need to pay a third party like Amazon to be able to do something as simple as communicate with potential customers.    
This alone would not keep me up nights - plenty of businesses do dumb things that alienate their customers, without ever recognising how dumb or self-defeating they are. (Even when, as in this particular case, their business model is so fundamentally flawed that they actually need to sell their goods through a third party website, the only benefit of which is that it allows consumers to withhold their real address from the vendor!)

The part that does surprise me, and I believe should surprise any consumer that uses Amazon, however is that part in red where the vendor boasts about having been able to easily remove my negative feedback merely by asking Amazon to delete it.

Here is Amazon’s advice to Vendors about when feedback can be deleted. My review (which I don’t have a copy of since it was deleted) didn’t breach any of these rules. It merely stated my opinion that I had received unsolicited email from the vendor that I considered to be spam, and that as a consequence I was glad I hadn’t exposed my real address to them.

Looking around the internet, it seems like I’m not the only one that’s had a problem with their reviews and feedback being deleted. (There are plenty of other examples of negative reviews of both vendors and products that you can Google on your own if you wish.) In my case, I contacted both Amazon Customer Services and Amazon CEO Jeff Bezos to ask what their policy actually is about deleting reviews they merely disagree with (as opposed to any that breach their published rules.) In both cases, I specifically asked which of Amazon’s feedback guidelines my feedback had breached? And if none why was it deleted anyway? Customer Services merely restated that the vendor didn’t agree with my review. In Jeff’s case, there was no response at all. 

So, I’m forced to conclude that Amazon’s customer feedback ratings are nothing more than a sham. If the vendor in question ( hadn’t been dumb enough to send me further unsolicited email bragging about how easily Amazon had agreed to remove feedback they didn’t like I wouldn’t even know the review had been deleted since Amazon themselves didn’t even have the courtesy to tell me.

So, next time you’re perusing Amazon, have a think whether that ostensibly-5-star vendor you’re reading other consumers’ opinions about might really be a 2-star Del Boy outfit that’s just playing the system. And next time you’re considering whether to leave feedback about one of your purchases, positive or negative, to help other consumers. Stop to think whether you’re contributing to an honest feedback system that actually helps fellow consumers make better purchasing decisions, or merely lending validity to an artificially-whitewashed feedback system that has no credibility whatsoever.