Partner Spotlight: Increasing Profits by Increasing Reviews with Henson Wu from FeedbackWhiz


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Hey, thanks for tuning in to another Partner Interview at EcomBalance. At EcomBalance, we’re all about creating win-win partnerships where we are able to grow with other companies in the eCommerce space.



In this exclusive interview, we interview Henson Wu from FeedbackWhiz an Amazon software and tools provider in the US.


Henson Wu is the CEO and co-founder of FeedbackWhiz, an Amazon seller software that enables sellers to manage products, reviews, email campaigns and accounting on one platform. Wu has a background in electrical engineering and over 15 years of selling experience on Amazon, eBay and other ecommerce platforms.


We hope that you enjoy the interview and that it brings value to you as an eCommerce business owner. 


Connor: Hey Henson, thanks for taking the time to chat with us here. We love getting to know our partners better so that our community can benefit from what our partners are offering and doing in the industry. To get started, can you give us a high level overview of FeedbackWhiz and how it got started? 


Henson: Thanks for having me and hello to your audience! FeedbackWhiz is an automation and management software that specializes in helping Amazon sellers increase profits, drive more product reviews and seller feedback, and enhance brand reputation. In short, it’s an all-in-one Amazon seller solution.


Connor:: That’s awesome! Can you dive a bit more into the products and services that you offer? I’m sure our audience would love to know exactly what problems you could solve for them. 


Henson: Absolutely! Our solutions empower Amazon sellers to automate communication to their customers using customized Buyer Seller Messaging (BSM) emails or Amazon’s Request a Review button. Users can easily set up scheduled campaigns based on triggers such as refunds, shipment, delivery, feedback, and repeat buyers to maximize review conversion and prevent the wrong buyer from being asked for a review. 


Monitor, manage and create your own customized alert thresholds on all your reviews and listings changes for your products so you can quickly respond to negative reviews or critical events such as hijackers, buy-box loss, listing issues, etc. With our renowned profits tool, clients can efficiently measure and track profits for their entire business with the Amazon selling metrics that matter most to them. FeedbackWhiz offers unparalleled degrees of customization: create notes, custom labels, filter, and download data in our dashboard to save time and increase productivity. Aggregate financial data into customized product groupings of your choice to easily compare between categories, brands, types, and marketplaces.


Connor: Jumping off of that…if there was one problem you’d say that FeedbackWhiz solves best for your clients, what would it be? Why? 


Henson: All of our products and solutions are top notch, but if I had to pinpoint one problem for our clients it would be brand reputation protection. Our review request automation tools – whether you choose customized BSM emails or Amazon’s Request a Review button – are well known as the industry leaders. Our customers are seeing much higher review rates than the 1% industry standard and improved feedback and review ratings. Organic reviews go a long way to help scale smaller businesses and third party sellers and it’s why our customers trust us so much.


Connor: As the company continues to grow over the next year, what are your plans for expansion? Any new products or offerings or enhancements to your current products?


Henson: Great question! We’ve got some things cooking in the kitchen. Without delving too deep, we intend to launch a complete business insights alerts tool – critical events concerning everything from reviews and feedback to product profitability and brand updates – that will completely change the way brands, companies, and agencies run their day to day operations. And we’re looking to branch out into other ecommerce platforms outside Amazon.


Connor: And how specifically would you say that FeedbackWhiz and your team is different from other similar businesses in the industry?


Henson: We’re the only Amazon seller solution that is connected to all 20 Amazon Marketplaces. And – besides already being Amazon TOS compliant – we were just invited to join the Amazon Seller Central Partner Network Software Partner. There’s only a handful of Amazon seller solutions that have that well-earned Partner Badges, and we’re proud to say we are. Finally, we offer a free 30 day trial, whereas most of our competitors offer 7 or 14 day free trials. We truly believe in our product.


Connor: What made you decide to get involved in the space? What’s your starting eCommerce story? From what we’ve found, a lot of business owners in the space have fun stories of how they first started…


Henson: I used to be a full time engineer and always had interest in e-commerce. I started selling items via retail arbitrage on Ebay in 1999, and transitioned to Amazon in 2013 where I launched multiple brands products. I noticed there was a need for software tools for Amazon and at that time there weren’t many options. I got together with my friend and co-founder Arons and started to build simple tools for my business. It then transitioned into something more and we decided that we could start a business. After a year of development, we launched FeedbackWhiz in 2017 and quit our full time jobs to pursue helping Amazon sellers scale their  business.


Connor: Love it! Talking more about the eCommerce industry, where do you see it going in the next 1-2 years? Any unique predictions that you could share? Or trends that you’re seeing that eCommerce businesses should keep an eye out for?


Henson: There’s been so much change over the last year, let alone 3 years that it’s hard to say [ha ha]. One area I think is ripe for disruption is how Brands are starting to diversify their business outside of Amazon and opening storefronts on Walmart, Etsy, Shopify, Target.  I think due to covid they realized there was tremendous risk selling only on Amazon. Amazon has become more strict with policies and the risk of getting a disruption in your business is higher than ever. I do think Amazon will still be the preferred shopping platform for the foreseeable future, but other platforms like Walmart are catching up quickly and becoming attractive for sellers to list their products.


Connor: Giving you an open mic for a minute, what is something you’d want the EcomBalance audience to hear?


Henson: Just want you guys to know that I’ve known Connor and Nathan back when they were at Freeeup and they’re both incredible people that really understand this marketplace.  I am happy and blessed to continue a great relationship with EcomBalance and hope FeedbackWhiz Profits software can complement with Ecombalance to really help Amazon sellers simplify their financial duties.


Connor: Changing gears a little bit…When it comes to bookkeeping and accounting, what do you think the biggest pain points for business owners are? Feel free to speak from personal experience as well. 


Henson: Wow that’s a tough question. Most Amazon sellers would *probably* say understanding taxes or lack of knowledge. But in my experience, hands down human error is the number one problem. Most sellers are using multiple tools and spreadsheets to organize their finances, but unfortunately that leaves too many variables to be left out when trying to complete taxes every year.


Connor: As we close this out Henson, I just have one more question. Where is the best place to find and follow you and FeedbackWhiz online? Also, if you have one, is there any special offer that you’d like to offer to the EcomBalance community today?


Henson: Thanks so much! You can always find us at and across all major social channels (Facebook, Twitter, LinkedIn, YouTube, Instagram, TikTok) @feedbackwhiz. We’re also excited to give your audience 50% off the first month of any paid plan (after your 30 day free trial of course). Simply reference this article to [email protected] and we’ll get you set up. 


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Connor Gillivan

CMO and Founder of EcomBalance. Founded FreeUp (acquired in 2019). Founder of Outsource School. Published Author. Investor.

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