Amazon seller guides

Amazon Voice of the Customer: Why Your NCX Rate Is High and How to Fix It

Last updated October 2026

Say you open Seller Central on Monday and your phone stand shows red in Voice of the Customer. The listing is closed. Account Health is still green.

NCX is the share of your recent orders where the buyer reported a problem with the product or the listing. Amazon grades it against similar offers, and a Very Poor listing can be closed. Your account isn't affected. Read the buyer comments on that listing, fix the cause, then click Resolve issue and relist.

Where do I find Voice of the Customer?

Menu > Performance > Voice of the Customer. Amazon shut down the old Customer Reviews page on September 30, 2025, so this is where buyer feedback on your products lives now. Listings with recent orders get a CX Health grade and an NCX rate.

Start with the ones graded Poor or Very Poor:

"Review offers with poor or very poor CX Health ratings."

Amazon, Improve Customer Satisfaction with the Voice of the Customer Page, Seller Forums post by Sakura_Amazon_

How is the NCX rate calculated?

"The NCX rate is the number of orders for which the customer reported a product or listing issue divided by total orders."

"Amazon listens to customer feedback across returns, refunds, customer service contacts, and product reviews."

"Negative customer experiences stemming from delivery problems don’t affect the CX Health of your offers."

Amazon help page text, as reposted by a seller in Voice of the Customer - New Amazon Metric, Seller Forums, 2018

A package that shows up late or not at all doesn't count. A return counts when the buyer's reason is about the product or the detail page, like a case that doesn't fit the phone it's listed for.

The rate covers recent orders only, so on a slow seller one bad order moves it a lot. A seller whose stock ran out wrote that "my NCX % is sharply increasing due to the 30 rolling average."

Why is my listing Very Poor when the NCX rate looks low?

"CX Health is determined by comparing your offer’s negative customer experience (NCX) rate with those of similar offers."

"Very poor (red): Your offer is performing significantly worse than similar offers" ... "may already have been closed because of a high rate of negative customer experiences."

Amazon help page text, as reposted in Voice of the Customer - New Amazon Metric

The grade is relative. Next to similar offers that get returned often, your rate can look normal; next to ones that rarely do, the same rate is Very Poor. Amazon hasn't published the cutoffs for any grade.

What happens if my NCX rate is too high?

"we may close offers if the negative customer experience (NCX) rate on recent orders is considerably higher"

"that product will not be available for purchase until you review and address the customer feedback"

"The NCX rate of your offers and the closure of offers will not have any effect on your seller account."

Tiff_Amazon, NCX increasing due to inventory running out, Seller Forums

Higher here means higher than similar products, the same comparison as the grade. The listing doesn't reopen on its own: it stays closed until you go through the steps below.

How do I lower NCX and reopen a closed listing?

1. Open the listing in Voice of the Customer and read the recent buyer comments. Amazon's forum post names the usual causes: mislabeled, damaged or defective items, and detail pages that aren't accurate.
2. Fix what the comments point to. An inaccurate detail page means changing the size, the compatible models, or a photo that shows something the box doesn't contain. Damage means better packaging and a removal order for the damaged units in stock. Defects go to your supplier, with the batch number.
3. Click Resolve issue next to the listing and relist it.

"click the Resolve issue button next to the offer on the Voice of the Customer dashboard"

"You can then edit your listing, fix issues, and relist your offer"

Tiff_Amazon, Seller Forums; Amazon help page text, as reposted in Seller Forums

One seller says of their closed listings: "Ours are always reinstated in a few days." If the cause is still there, new orders bring the rate back up.

Hear from more of your buyers

The comments in Voice of the Customer come from buyers who returned the item, asked for a refund, contacted customer service or wrote a review.

With Aftermesh you set up a care link for the product: a page under your own brand, with a QR code to print on its insert card. A buyer who scans tells you, in their own language, how the order went, and you read it in your dashboard; at the end, the page invites them to leave a review on Amazon. It doesn't connect to your seller account.

Set up a care link

FAQ

Where is Voice of the Customer in Seller Central?

Under the Performance menu. The old Customer Reviews page was shut down on September 30, 2025.

Does a Very Poor CX Health hurt my account health?

No. Amazon staff have said on the seller forums that NCX and closed offers have no effect on the seller account. Only that listing is closed.

Do late deliveries count toward NCX?

No. Delivery problems are left out of CX Health. Problems with the product or the detail page are what count.

What NCX rate is too high?

Amazon doesn't publish a number. Each listing is graded against similar offers, so the cutoff differs from product to product.

How do I reopen a closed listing?

Fix what buyers complained about, then click Resolve issue next to the listing in Voice of the Customer and relist it.

Further reading: Dealing with negative Amazon reviews | Removing negative seller feedback | What to put on an insert card's QR landing page

This article reflects our own view and isn't platform or legal advice.