Product quality or product reality is at the core of most of your returns and low-star reviews. We all understand product quality, so over to you to work on that. However, does your product reality match your marketing? We find this is most often the driver of customer dissatisfaction.

Your listing is the only place you can try to mitigate this. Quite simply, don’t get too carried away!

Running in parallel is how you manage your coms with your customers when the wheels have fallen off.

Let’s run a quick checklist of the 5 key areas on listings that we know drive the most customer dissatisfaction. We’ll then cover a little known area to turn your listing into the ultimate Self-Help that we know can dramatically reduce your returns and stop lowstar reviews.

1- Images:

Images that don’t give a clear understanding of the actual size or shape of your product. The marketers go crazy with soft tones and shot angles that make it look better than reality, and on it goes. A great recipe for a return and lowstar review! You need to have other items that are associated with your product in some images so it is very obvious what it will look like when delivered to their door. Infographics help but are not the answer. A visual buyer may not scroll that far and even if they do, will they understand?

2- Bullets:

If you have data in your infographic, then it needs to be in a bullet as well. Text buyers like me will go for the detail. I need to read to understand. Quite simply, I’m not into pictures (don’t trust them lol).

In reverse, if you have data or selling points in your bullets, can you portray these in an image? You need to take a giant pause here and think of this through your customer’s eyes.

3- Description:  

Such a missed opportunity on many listings. Just a massive block of text to fill in the space. Have you formatted this so it is reader-friendly? Yes, you can use paragraphs to create some white space. No, you shouldn’t use bullets as there is plenty of research that suggests we don’t absorb bullets like a good story.

Hire a copywriter. Give them the key points you want to convey and ask them to create a mini story that is reader-friendly and packed with what you believe are the most important points you want to convey to your customers.

Tip: Your description content is already in your images and bullets. If you find yourself writing about something that is not in these two areas, go back! These three areas are intimately related. See it (image), read it (bullet), read it (description). Wherever a customer goes on your listing, they need to understand exactly what they are buying. So, these three areas should reinforce each other, not introduce new selling points where possible.

4- A+ Content:

Go for it but again, is this your marketing aligned with your product reality? Look at your content through your customer’s eyes and be very sure you can deliver on your marketing promise. Otherwise, you are just creating returns and being rewarded with lowstar reviews.

5- Product Videos:

If you don’t, someone else will! You must get your branded content here and don’t lose the opportunity for explainer-type videos…how to use, apply, put on, take off, assemble, etc.

These videos not only reinforce your product reality but also provide an opportunity for self-help. Video is an excellent way to provide this 24/7.

Assuming you now have these five areas in alignment, it’s time to focus on how to slow your returns and lowstar reviews for those customers that bought your product with their eyes closed!

Amazon Guides and Product Documents

These provide a great opportunity to minimize potential frustration, reassure, and guide customers without making them feel they are being patronized. If you have Amazon Brand Registry, you can get started with the Amazon Product Document Program by simply uploading documents (Seller Central login required) onto your listing.

It takes around a week for them to be approved and a further week for Amazon to publish these on your listing(s). Your document then appears in a new section called Product guides and documents. This is between the product information and product video section on your listing: 

Of course, it wouldn’t be Amazon without a whole set of rules around this. No, it’s not a backdoor way to ask for a review! Here’s the fine print:

Amazon Product Document Program Requirements

  •  Maximum file size: 10 MB
  • Include only one brand logo and only icons that help customers navigate through the text.
  • Logos and symbols from partner companies do not have to be used, but may be allowed if it is logical or beneficial to include them.
  • Do not include any shipping, pricing, promotional details or discounts, QR barcodes, or personal information.
  • No quotes or attributions may be made to individuals, customers, or other private figures. A maximum of 4 quotes or endorsements from publications, public figures, celebrities, and brand-named individuals is permitted.
  • Do not reference or compare products with competitors, regardless of how competitors are mentioned (i.e. specific names, described as “other” or “others,” or otherwise). This content is intended to build the brand and provide additional product details, not to discuss competitors.
  • Comparison charts may only compare the product to other products owned by the same brand. Comparisons made to other categories, like LED bulbs vs halogen bulbs, are acceptable and not considered competitive call-outs.
  • Specific pricing call-outs or quotes comparing the product are only allowed in comparison tables, against other products owned by the same brand.
  • Do not mention time-sensitive information such as: now, new, latest, yet, on sale now, the latest product, the best yet.
  • Trademarks and copyright symbols are acceptable if they are of reasonable size, and are either already included on product packaging or always displayed as part of the logo.
  • State the date when awards and endorsements were gained, and ensure that they are from verified and publicly recognized sources (proof, license number, authority, etc.). Do not mention awards received more than 2 years ago.
  •  The word “Amazon” is not allowed in any content (text or image). However, the term “Amazon” can be allowed with regard to AmazonBasics and Amazon-branded products.
  • Boastful claims such as “#1 rated” “top-rated” “best-selling” are not allowed in any form.
  • Claims regarding drugs, cosmetics, medical devices, beverages, food, and health products (including natural health products, vitamins, and supplements), as well as any general health claims, require substantiation.
  • Warranty or guarantee information is strictly forbidden, except in cases where the product itself is strictly a warranty card.

There are 30 types of documents you can upload!

There is an overlap that depends on your product niche. Amazon is very specific about what can be included in each PDF document so your starting point is to go through each PDF spec and choose the one that is the best fit for your product. You can’t change the name of the document that is displayed on your listing(s).

Here are our client favorites:

User Guide (PDF) and User Manual (PDF)
Instructions for Use (PDF) and Troubleshooting Guide (PDF) FAQ (PDF)
Compatibility Guide (PDF) and Application Guide (PDF)

Brochure (PDF)
Size Guide (PDF) and Specification Sheet (PDF)


These are not as popular but be sure to check on the PDF spec as they may be a great match for your product:
Certificate of Compliance (PDF)
Certificate of Analysis (PDF)
Product Documentation (PDF)
Fact Sheet (Provider) (PDF)
Fact Sheet (Patient) (PDF)
Safety Information (PDF)

There are other even more specific docs you will find in there. Just log into Amazon Product Documents (Seller Central login required) and work through each document so you create a very specific list to upload to your listing(s). Remember, your focus is to help your customer get the best use of your product. So don’t be wordy! They need specific, relevant, and actionable information to either help close a potential sale or to save the one already made.

Then, just make sure you’re ready and waiting for any customers who reach out despite all the information they need being in front of them. This is your make or break. Customers can and do change and delete their lowstar reviews when you provide the right level of help. Here’s proof!


So, don’t treat their outreach as an interruption to your day. They’re the reason you’re in business!

Bio: Greg Reynolds is the Founder/CEO of ZonSupport. They’re a team of US-based customer care experts who know how to relate to your customers. They read between the lines and engage with your customers as only a local can. Clients get an Account Manager plus a Support Manager who know your products as well as you do. No need to worry about covering for a VA when they’re on holiday or leave! Complete peace of mind 365 days a year.