eBay users take feedback very seriously and a there are a lot of written and unwritten rules regarding the use of feedback.  I've written a guide about general feedback rules which you can find by clicking a link to my guides.  Recently, eBay made changes to their feedback form, and I would like to share some of the written and unwritten rules regarding the new feedback system.

Buyers can now rank sellers on a scale from one to five stars on several key factors.  These factors are:

Item As Described
Communication
Shipping Time
Shipping And Handling Charges

I've experienced this new system both as a buyer, a potential buyer and as a seller.   I've also had extensive discussions with other eBay sellers and here are some general observations:

SELLERS WOULD LIKE TO GET AS HIGH A RANKING AS POSSIBLE.  The stars they receive today will affect their business in the future.  For many, it's also a point of pride.  The actual number of stars they've received is not as important to them as the strength of the ranking.

ALL FEEDBACK IS OPTIONAL, AND THE STAR RANKINGS ARE DOUBLY SO.  -  You don't have to leave any feedback if you don't want to.  Buyers should not feel compelled to fill out the star form just because it's there.  If a seller really stands out in your mind on an attribute (good or bad), buyers should feel free to express themselves.  Buyers can pick and choose which attributes they rank.  For instance, you could leave 5 stars for "item as described" and no stars for the other 3 attributes.

MOST SELLERS WOULD PREFER RANKINGS OF FIVE STARS OR NONE AT ALL -  You aren't doing a seller a favor by leaving them 4 stars on a metric, as it will just lower their average, or make it harder for them to increase their average later on.  If you can't leave 5 stars for a certain factor, most sellers would prefer that you leave it blank.  If you leave 5 stars for those factors which you truly feel the seller has earned 5 stars, and leave blank those factors which you can't, in good conscience, give 5 stars, most sellers would be thrilled.

SOME SELLERS ARE INSULTED BY ANY RANKING LESS THAN 5 STARS - I myself do not feel this way, but buyers should be aware that there is a fairly substantial number of sellers who fume at getting even 4 stars from a customer.  This is particularly the case where they have made an effort to provide good customer service.  For example, I know sellers who provide free shipping, yet their "Shipping and Handling Charges" ranking is 4.8 or 4.9.  Some of them bristle at the notion, and some take it in stride.  But that sort of thing can be discouraging to a seller.

DIFFERENT BUYERS HAVE DIFFERENT CRITERIA FOR HIGH RANKINGS - Sellers who are inclined to be insulted at sub-5 marks should be aware that some buyers have different ideas about what "5 star service" truly is.  Some buyers will not leave 5 stars for communication unless they have a tracking number for their package.  Some buyers will not leave 5 stars for shipping and handling unless they are charged actual postage or less.  Some buyers will not leave 5 stars for anything at any time, either because they are disinclined to use the stars system or because they don't remember which seller was which.

SELLERS ARE NOT RESPONSIBLE FOR SHIPPING TIMES - A seller IS responsible for the amount of time it takes to pack and ship once payment has cleared, but the actual transit time is up to the post office.  If you receive a package late and are tempted to leave a seller low marks as a result, it's best to double check the postmark to see if the seller is at fault.    If a seller is really negligent about their shipping time, then leaving a low mark could be appropriate.

COMMUNICATION IS A TWO WAY STREET - If you have questions about an item, would like additional pictures, or are unclear about a seller's policy, most sellers are very happy to answer those questions in advance.  If there is a problem with your order, most sellers would want to know about it so they can have the opportunity to help you.  If a seller is really trying to hide something important about their item (for instance, it has a huge scratch that they are unwilling to disclose), or if the seller will not answer your emails at all, then low marks on "item as described" or "communication" might be considered.

POSTAGE COSTS ARE NOT ALWAYS UP TO THE SELLER -  Postage costs have risen dramatically in recent years.  Quality packing takes time and packing materials cost money.  Most eBay sellers do not make a profit on postage and handling.  Some eBay sellers will hand deliver their items to the post office, which takes time and gas money.  Even if a seller does charge 50 cents or $1 more than actual cost of postage and material, the actual amount of "profit" is likely to be a fraction of minimum wage.  If a seller is really gouging on postage, that would warrant a low grade on Postage and Handling.

IT IS OFTEN CONFUSING WHICH SELLER A BUYER IS DEALING WITH - Many buyers look at hundreds of items per week, buy dozens of items a month and have other things going on with their lives.  A package arrives at the door.  The buyer does not immediately remember how the item was described, whether the seller sent them email, how much they were charged for postage, or when the item was shipped relative to the time that payment cleared.  Sellers who are inclined to fume at sub-5 star rankings should take this into account before fuming.

I realize this guide has been hopelessly seller-centric, but I wanted to communicate some of the issues which are important to sellers regarding this important change in eBay feedback.  Feedback is a useful tool for providing a happy trading environment.  However, as with other tools, you can poke your eye out with that thing if you're not careful.  Good luck!