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Amazon has announced the discontinuation of its backend 'Customer Reviews' feature, scheduled for September 30, 2025. This feature previously facilitated direct communication between sellers and buyers who left reviews of 3 stars or below, enabling discussions regarding refunds or further explanations. In its place, Amazon introduces the 'Voice of the Customer' feature, accessible under the 'Performance' module. This new feature assesses product satisfaction on a five-point scale but, at present, solely offers data analysis without maintaining direct communication channels. This shift has stirred apprehension among sellers, who fear it will complicate the management of negative reviews. Industry experts are urging Amazon to maintain the core capability of reaching out to customers who post unfavorable feedback.
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