Nobody likes bad ratings on your Amazon product page, and of course the best way to "remove" them is not to get them altogether.
However, should you want to remove bad ratings from Amazon, the first thing you should to is contact the reviewer to try and resolve the issue, whether it was a faulty item, the wrong item or faulty shipping.
If you can resolve the issue to the customer's satisfaction (without violating Amazon's guidelines, such as offering additional compensation), it's very likely the customer will remove the bad rating.
If that doesn't work, the only way to remove ratings is if they violate Amazon rules - if it is really out of order negatively - profanity and such, and/or is against Amazon's T&C. Or, it is obvious that the "rating" is from a competitor out to badmouth you...in these cases, you can contact Amazon customer service and request them to remove the bad rating.
One thing you cannot do is get friends to downvote your product's negative ratings - that's an easy way for you to get your account suspended.
Here is the link to the full guidelines: https://sellercentral.amazon.com/gp/help/external/201972140?language=en-US&ref=mpbc_201976240_cont_201972140
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