Amazon Seller Central Voice of the Customer Report
Comprehensive tracking of customer experiences and product health metrics for improved satisfaction
The Voice of the Customer Report provides complete visibility into Negative Customer Experiences (NCX) and product health metrics for every item in your catalog. This automated report captures customer satisfaction data including returns, negative reviews, feedback, and other quality indicators. Understanding these metrics is essential for maintaining high customer satisfaction, avoiding product suppression, and preventing High Return Rate ASIN (HRRA) penalties.
Each product record includes detailed NCX rates, return patterns, review scores, concession rates, and health status indicators. Monitor these metrics to identify problematic products before they impact your account health or result in listing suppressions.
Key Data Fields
NCX Rate
Negative Customer Experience rate showing the percentage of orders resulting in customer dissatisfaction.
NCX Return Rate
Percentage of orders that result in returns, indicating product quality or expectation alignment issues.
Display Rating
Current customer review rating displayed on the product page, affecting conversion rates and Buy Box eligibility.
HRRA Risk Status
Whether the product is at risk of High Return Rate ASIN penalties that could result in listing suppression.
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Most Common Return Reason
The primary reason customers return this product, such as “performance_or_quality_not_adequate”.
Concession Rate
Percentage of orders requiring refunds, replacements, or other customer concessions.
Product Health Status
Overall health indicators including ADDQR (Additional Quality Review) and PCX (Product Customer Experience) status.
Order Count
Total number of orders for the product, providing context for the significance of the NCX metrics.
Amazon’s Voice of the Customer Dashboard
Available at:
Seller Central → Performance → Voice of the Customer
Recommended Monitoring Frequency & Actions
How Often to Check This Report
Weekly Monitoring
Review Voice of the Customer data weekly to identify trends in product performance and customer satisfaction before they become critical issues.
High-Risk Products
For products with elevated NCX rates or HRRA risk, monitor 2-3 times per week to catch deteriorating metrics before Amazon takes enforcement actions.
Required Actions Based on Report Data
- Address High Return Rate Products
Improve product descriptions, images, or quality for products with elevated NCX return rates - Monitor HRRA Risk Products
Take corrective action for products at risk of High Return Rate ASIN penalties - Analyze Return Reason Patterns
Fix underlying issues causing common return reasons like quality or performance problems - Improve Product Listings
Update titles, descriptions, images, and specifications to better set customer expectations - Quality Control Improvements
Address product quality issues identified through negative customer experiences - Customer Communication Enhancement
Proactively contact customers with poor experiences to resolve issues and prevent negative feedback
Automate Your Voice of the Customer Monitoring with Cajari
Cajari automatically collects this Voice of the Customer Report from your Amazon Seller Central account and delivers structured data to your systems through API endpoints or webhooks. Our platform handles the complex authentication and navigation, then provides detailed product health and customer experience metrics that integrate seamlessly with your product management tools, quality control systems, and business intelligence dashboards. Stop manually tracking product performance and start identifying customer satisfaction issues faster with automated monitoring and early warning alerts.
Book a personalized demo with our team and discover how we can transform your agency’s workflow.
Have questions or need support? Our team is here to help with onboarding, technical issues, and any inquiries about Cajari.