Amazon's latest major update - Reviews become more important

Amazon's latest major update - Reviews become more important

September 6, 2023
Author: GuoJie

AMZ123 has learned that according to Insider Intelligence's forecast, US holiday season retail sales will grow by 4.5% this year, reaching $1.317 trillion. It can be foreseen that this year's peak season promotion will bring many explosive opportunities for sellers.

In order for Amazon sellers to get a share of the pie, they also need to keep an eye on the platform's changing trends at all times before formulating strong promotional strategies, so as to better prepare for the peak season in a timely manner.

As far as AMZ123 knows, Amazon has recently redesigned its product detail pages.

Amazon has significantly moved up the display position of product reviews

Recently, AMZ123 mentioned that Amazon made adjustments to the display of the five-point description on product detail pages. Whether on desktop or mobile, the five-point descriptions of many products are now collapsed.

At that time, many sellers felt confused and puzzled by this update.

Recently, many sellers have noticed that in some product detail pages, a new section has appeared below the original position of the five-point description: "Customer ratings by feature". This section displays customer ratings based on specific product features.

As shown in the following image, on desktop, the "Five-point description" of the product is still hidden under "About this item", and is replaced by the newly expanded "Customer ratings by feature" section.

On mobile devices, the "Customer ratings by feature" section is also significantly moved up and placed below the collapsed portion of the "About this item" section. This change allows users to access customer ratings based on specific features more easily.

Through the "Customer ratings by feature" section, consumers can visually see the high-rated features of a product when they visit the product detail page. They can even access all the reviews of the product through the "See all reviews" option below the section.

It is evident that with this update, Amazon has given more weight to "product reviews" in influencing consumer purchasing decisions compared to the previously hidden five-point description that required clicking "See more" to expand.

AMZ123 has observed that as of the time of writing, the front placement of the "Customer ratings by feature" section has appeared on product categories in various Amazon sites such as the US and UK. However, at the same time, there are still some categories where this update has not been implemented.

Based on this, it can be speculated that this update is still in the testing phase, and it is yet to be determined whether it will be implemented across all categories in the future.

In addition, it is worth noting that this is not the first time Amazon has made adjustments to the display of reviews.

The increase in the weightage of star ratings is a significant boost, benefiting sellers with high-quality products

Apart from the pre-review section, many sellers have previously discovered that Amazon's front-end has made adjustments to only display star ratings without showing the number of reviews. At the same time, Amazon's AI summary review function has also been implemented in some product categories, and the newly added "Customers say" section also summarizes the pros and cons of the product for display.

Therefore, frequent changes to review rules have also sparked discussions in the cross-border community.

Based on the discussions among sellers, AMZ123 speculates that there are two main reasons behind Amazon's recent significant increase in the weightage of reviews:

  • From a consumer perspective, Amazon aims to increase customer stickiness and prevent customer churn.

The external competitive pressure from fast-growing competitors like Temu and SHEIN has made Amazon increasingly concerned about customer retention. As a result, Amazon is dedicated to optimizing its platform and creating a superior customer experience.

Through recent updates, Amazon has made product advantages and reviews more visually appealing and objective. This allows consumers to conveniently compare products, enhancing their shopping experience and reducing the time they spend considering their purchases. These efforts ultimately aim to increase the conversion rate of products.

  • From the perspective of platform sellers, the recent frequent updates need to be viewed dialectically from two aspects.

On one hand, Amazon will lean more towards sellers who focus on launching new products and those who prioritize product quality.

Whether it's the adjustment of the pre-review section or the reduced visibility of the review count, with only the display of star ratings, it undoubtedly benefits sellers who are launching new products or have high-quality products.

For sellers who focus on product quality, having more objective positive reviews is crucial. This helps maintain a high star rating and a positive feedback loop for product conversions. In contrast, low-quality products with low ratings will be eliminated.

For sellers launching new products, the reduced weightage on review count means that once a new product receives a five-star review, it has the opportunity to rank higher than older listings with numerous reviews but not all five-star ratings. This provides more chances to stand out and gain visibility.

On the other hand, Amazon may disrupt traditional traffic allocation and promote intense advertising competition.

With the increased weightage on star ratings, new product listings are rising, which means a decline in traffic for older listings. According to recent feedback from many sellers, Amazon's review updates have started to take effect, with significant increases in traffic for new product listings, while sales for many older product listings have started to decline.

However, some sellers have also expressed concerns that as more sellers become aware of Amazon's support for new listings, the iteration of new products will accelerate, and the limited natural traffic on the platform will further increase internal advertising competition, leading to higher advertising costs. In such a scenario, effective advertising operations may become critical.

In addition, it's worth mentioning that Amazon seems to be making efforts to expand the pool of traffic for seller products.

Recently, several sellers have observed that Amazon has added a section called "Add an Accessory" on the right side of some product detail pages. By clicking on this section, sellers can choose complementary products or variants and add them to their shopping cart.


It can be seen that for many sellers, this is a new source of traffic. According to some sellers' feedback, the "Add an Accessory" section can currently be added for free through Amazon customer managers or by opening a case with customer service, but the success rate is still limited. It remains to be seen whether Amazon will use this section for advertising revenue in the future.

Overall, Amazon's recent updates have not been implemented across all categories on the platform, and it remains to be seen whether they can advance through significant updates. However, it is certain that in this era of limited traffic and product dominance, creating a competitive barrier centered around products is the long-term driving force for stable development.

Are there better methods to help us adapt to Amazon's rule changes?

Adapting to Amazon's rule changes can be challenging, but here are some methods that can help you navigate and adjust to these changes more effectively:

  1. Stay informed: Keep yourself updated with the latest news and announcements from Amazon. Regularly check their seller forums, blogs, and newsletters to stay informed about any rule changes or updates that may impact your business.
  2. Understand the changes: Take the time to thoroughly understand the rule changes and their implications for your business. Read the guidelines provided by Amazon and seek clarification if needed. This will help you identify the specific areas where you need to make adjustments.
  3. Seek expert advice: Consider consulting with experts or professionals who have experience in selling on Amazon. They can provide valuable insights and guidance on how to adapt to the rule changes and optimize your business strategies accordingly.
  4. Analyze data and metrics: Monitor and analyze your sales data, customer feedback, and performance metrics regularly. This will help you identify any patterns or trends that may be affected by the rule changes. Use this information to make data-driven decisions and adjust your selling strategies accordingly.
  5. Diversify your sales channels: Relying solely on Amazon can make your business vulnerable to rule changes. Consider diversifying your sales channels by exploring other e-commerce platforms or establishing your own website. This can help mitigate the impact of any sudden rule changes on your business.
  6. Build a strong brand presence: Focus on building a strong brand presence and customer loyalty. Invest in marketing efforts, customer service, and product quality to differentiate yourself from competitors. This can help you maintain a strong customer base and mitigate the impact of rule changes on your sales.

Remember, adapting to rule changes requires flexibility, proactive monitoring, and a willingness to adjust your strategies. By staying informed, seeking guidance, and diversifying your sales channels, you can better navigate the evolving landscape of selling on Amazon.

Shulex VOC -- the #1 ChatGPT tool for Amazon Review Analysis

Shulex VOC helps sellers(brands) to identify market opportunities and define winning products by leveraging sentiment analysis & AI/ChatGPT technology. With Shulex VOC, you can quickly obtain a comprehensive analysis of Amazon reviews, compare with competitors, and download data. By analyzing user feedback, you can understand the strengths and weaknesses of your products, consumer preferences, and usage scenarios, which can help you make better product selections, advertising decisions, and drive business growth.

The core functions of Shulex VOC:

With Shulex VOC, you can quickly obtain a comprehensive analysis of Amazon reviews, compare with competitors, and download data. By analyzing user reviews, you can understand the strengths and weaknesses of your products, consumer preferences, and usage scenarios, which can help you make better product selections, advertising decisions, and drive business growth.

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