I responded to a negative reviewer of my book on Amazon (Fade from the Truth). But I only responded to their thoughts that had really nothing to do with the book and were focused on their opinion on anything against the Watchtower. (The person was clearly a JW.) Ultimately, they pulled the review after some back-and-forth.
I wasn't interested in pulling the review, but was trying to help them see they were not being critical of a book, but were critical of anything that went against their religion. It would be like ignoring anything Sarah Palin wrote in a book and attacking liberals in a review.
But I get the idea that the author should stay above that. Regardless of how it looks to me, it could look like a tit-for-tat thing to others reading the reviews. I think the way I stated it in my above comment was gentle and not likely to be viewed as an attack on a negative review.