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By Vanessa Hung · July 29, 2025 · Curated by George's Blog
The Customer Reviews page is going away.
For thousands of brands on Amazon, it reflects the loss of one of the clearest indicators of product health. Lately, I’ve seen more and more sellers voicing frustration, not just about losing a dashboard, but about losing something deeper: their sense of connection to the customer.
On September 30, 2025, Amazon will officially deprecate the Customer Reviews tool in Seller Central. The recommended replacement? Voice of the Customer.
The good thing: you don’t need to migrate anything.
The not so good part: these tools aren't interchangeable.
Customer Reviews gave sellers unfiltered feedback, chronological, accessible, and actionable. For many operators, it was a weekly habit: scan the page, catch issues early, adjust fast.
Voice of the Customer works differently. It analyzes return reasons. Interprets buyer sentiment. Flags SKUs with high defect risk. It’s a solid diagnostic tool. But it doesn’t show you new reviews in real time. It doesn’t give the same pulse.
Still, this shift might be setting the stage for something better.
Amazon is investing in structured buyer feedback. VOC already includes sentiment scores, return drivers, and customer anecdotes. The next logical step? A more unified feedback loop, one that could eventually bring back the ability to respond to reviews directly from Seller Central.
Until then, here’s what sellers should keep in mind:
If you’re a brand owner: Stay proactive. Monitor VOC weekly. Cross-reference it with direct product page reviews. Use third-party tools if needed to close the visibility gap.
If you manage catalog or ops: Understand how VOC scores work. Map them to your ASIN-level actions. Escalate repeat feedback patterns before they show up in your return rate.
#ecommerce #Customer