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Amazon feedback tools are a more direct way to drive traffic and sales for a particular product. Since about 70% of customers trust or somewhat trust Amazon product reviews, you want to ensure you get positive feedback, hopefully at the 5-star level.

5-star ratings make it more likely for an Amazon listing to get a better Best Sellers Rank or BSR since it uses sales as a basis.

The question is, how do you choose the best Amazon feedback tool for your products?

We considered about a dozen Amazon tools and zeroed down on two to compare — High5 by xSellco and FeedbackFive.

Key Takeaways

  • Approximately 63 percent of online buyers rely on product reviews and feedback to make purchasing decisions
  • About 70 percent of Amazon buyers trust product reviews
  • High5 is now xSellco Feedback, part of the eDesk solution
  • FeedbackFive focuses solely on feedback acquisition and is an affordable choice for new sellers with just a few products; it also has a free version
  • xSellco Feedback focuses more on improving sales through positive feedback; it’s easy to use with better automation but comes at too high a cost for new sellers

Why Are Product Reviews Important?

Product reviews are critical for online retail businesses, on and off Amazon. About 63% of online shoppers rely on product feedback and reviews to make a purchase decision.

Reactions in the form of ratings and reviews are a trusted source of feedback for Amazon customers and help sellers stay engaged with customers and also address negative feedback as and when they occur.

A big part of those reviews have to do with customer service. The right customer relationship management software can help foster retention and loyalty, thus increasing the chances of getting positive feedback.

Freshworks CRM, for example, focuses on improving customer engagement. It automates the collection of offsite data on new and current customers.

Freshworks CRM Image
Source: Freshworks

Freshworks helps sellers figure out how to connect with customers for feedback by reaching out to them in a personalized way.

What Is xSellco?

xSellco is an e-commerce customer service software suite offering three solutions: eDesk, Repricer, and Feedback. xSellco offers different price tiers for all three and clicking on any of the plans for eDesk and Feedback sends the user to the eDesk site. The implication is that xSellco is rebranding gradually as eDesk.

Curiously, clicking on any plan for Repricer doesn’t send the user to an eDesk page. Instead, it remains under the xSellco brand.

xSellco image
Source: xSellco

What Is High5?

xSellco Feedback, previously known as High5, is now part of eDesk, one of xSellco’s solutions. It’s an e-commerce help desk with integrations and artificial intelligence (AI)-enabled features to support Amazon and eBay sellers better and help them sell more.

In terms of functionalities, it is similar to many of the most popular help desk software.

LiveAgent image
Source: LiveAgent

With the eDesk dashboard, sellers can view all customer interactions across multiple channels and address pre- and post-sales issues from a single place.

The dashboard also gives customer support agents access to all information in real-time. The AI-enabled software suggests multiple answers based on an analysis of the customer’s message and previous responses for similar issues.

Feedback is a reputation management feature of eDesk. It automates feedback requests on several major marketplaces, including Amazon, eBay, DINAC, and Cdiscount. Feedback also handles feedback requests for online stores outside of Amazon to help with product positioning.

While Feedback is part of eDesk, it has separate price tiers, making it a little confusing for first-time users.

xSellco Pricing
Source: xSellco

What Is FeedbackFive?

FeedbackFive is a feedback tool by eComEngine specific to Amazon sellers to help monitor and manage seller reputations and product ranking. FeedbackFive automates feedback and review acquisition by requesting your customers through Amazon-compliant messages.

FeedbackFive can also help you:

  • Track reviews using your and competitor Amazon Standard Identification Numbers (ASINs)
  • Follow up requests for feedback with buyers
  • Automate Amazon request scheduling
  • Exclude orders
  • Analyze feedback acquisition campaign performance based on feedback, ratings, and reviews received

The price tiers for FeedbackFive address the varying needs of different clients. While it does offer Basic ($9.99) and Pro plans ($29.99), you can decide on a combination of functionalities by using the price slider.

FeedbackFive Pricing
Source: eComEngine

You can also choose to simply monitor your ASINs or those of your competitors to review trends and see what’s working. Product Review Monitoring also provides a detailed history of customer ratings for each ASIN.

Product Review Monitoring
Source: eComEngine

How Do They Compare?

Between eDesk Feedback and FeedbackFive, there’s not much to choose from in terms of functionality or price at a certain level.

For example, the lowest tier for xSellco Feedback will set you back $109 a month and includes:

  • 25,000 automated seller and product feedback requests per month from unlimited marketplaces
  • Templates and snippets
  • Negative feedback management
  • Feedback report analytics
  • Sales dashboard
  • Email support

Meanwhile, a similar package with FeedbackFive will set you back $99.99 and includes:

  • 20,000 requests through unlimited campaigns and on multiple marketplaces
  • 10 ASIN tracking
  • Unlimited users
  • Premium support
  • Personal onboarding
  • Advanced automation
  • Auto-exclusions
  • Text and mail alerts

FeedbackFive is more flexible when it comes to pricing because it allows you to dictate the number of automated requests you want to send. For example, if you only sell a few products on Amazon, you can choose to send 1,500 requests through 10 campaigns and track five ASINs for $29.99 a month. You get everything else, such as advanced automation, auto-exclusions, or text and email alerts.

FeedbackFive also has a free version that lets you send 50 requests a month through three email campaigns and track two ASINs. The free version is a good place to start if you’re new to feedback acquisition.

While eDesk Feedback doesn’t have a free version, it offers a 28-day free trial and no credit card. Since the trial includes full functionality, it’s easier to decide on the plan you need (or don’t) for your Amazon business.

Our Choice for Best Overall Amazon Feedback Tool

FeedbackFive: Best for Small Businesses

Overall, we choose FeedbackFive for small businesses with less than 10 products on Amazon because of the price point. The free version gives it a definite edge for new sellers. FeedbackFive will require some fiddling to set up, but it might be worth it, especially for sellers selling exclusively on Amazon.

xSellco Feedback: Best for Midsize to Large Enterprises

For Amazon sellers with more than 10 products and selling on several platforms, xSellco Feedback is the better choice. Its analytics and customer response features on multiple platforms might just be what you need.

How We Made Our Decision

When comparing xSellco Feedback and FeedbackFive, our problem was deciding where to draw the line between functionality and cost. Both tools have negative review management and are Amazon compliant, so that isn’t a consideration.

FeedbackFive is a winner when it comes to affordability and flexibility, and the ASIN tracker is a nice touch. However, it’s rather barebones in terms of functionality, especially if you want to improve sales through customer engagement.

There’s also a learning curve for setting it up and a limit to the number of products it’ll track. It is, first and last, a feedback acquisition tool for specific products.

xSellco Feedback is much more useful in improving sales through feedback acquisition. It enables the user to develop personalized and targeted messages to customers, increasing the likelihood of getting positive feedback. For example, you can choose to send feedback requests exclusively to repeat and happy customers. Most people find it easy to use and configure, so that’s a definite plus.

What To Do Next?

Try before you buy. If you’re a new Amazon seller and embarking on your first product, use the free version of FeedbackFive to get a feel for feedback acquisition. Once you have a better idea of your needs, you might want to try their paid versions to see if they add any value to your business.

You can also sign up for the free trial of xSellco Feedback so you can compare the two tools. Chances are you’ll become a loyal advocate of one or the other by the time you have to choose to pay for the service. Here are more Amazon seller tools to consider to be standout as an e-entreprenuer in this e-commerce platform.