September 12, 2025
by Greg Thompson
SEATTLE – Changes are coming later this month with Amazon officials transitioning to a Voice of the Customer (VOC) section on Seller Central. The updates integrate more data, leveraging AI for analysis, and phasing out the older Customer Reviews dashboard. The full transition from the old dashboard is scheduled for Sept. 30, 2025.
- The Customer Reviews product on Seller Central is being replaced by the Voice of the Customertool. Sellers must migrate to the new dashboard to continue monitoring product reviews.
- Between Sept. 2 and Nov. 30, 2025, Amazon will remove irrelevant or outdated variation themes from product templates. Sellers must update any listings that use themes marked as “Deprecated: Do Not Use” or risk issues with their listings.
- Amazon is deprecating significant parts of its legacy API and language infrastructure. This affects third-party service providers that have not upgraded their systems, potentially causing operational problems for sellers who use their tools.
Corey D. Brown, founder and CEO of buffaBRAND, contends that updates to Amazon’s VOC are a definitive step toward clarity for Amazon Sellers. “Specifically, the layered breakout surrounding returns will be a welcomed addition for sellers who have previously struggled with the ‘Frequently Returned Item’ badge of doom,” says Brown. “With the new layout of VOC, Sellers can see short-term and long-term return rates and current badge status, though no definitive metric threshold is supplied giving Amazon dominion over badge appearance.”
Brown adds: “Separating the Return Metrics from NCX [negative customer experience] allows for a more holistic view of a product’s long-term health trend. Furthermore, the deeper access to recent customer feedback is a helpful glimpse into issues facing your brand and specific products. Overall, the new adjustments to VOC will be welcomed insights for sellers that are in tune with their brand.”
The changes are not without criticisms. “This change introduces a risk,” writes Kevin Sanderson at My Amazon Guy, “as failing to adapt quickly could mean missing the feedback that directly impacts your sales and search ranking.”
“Customer review pages are going away and everything will be in the Voice of the Customer page,” adds Liz Downing, brand director, Prosper Show. “This impacts sellers and brand owners in that the customer reviews dashboard gave them chronological lists of their reviews and VOC doesn’t show you new reviews in real time, impacting your short window to address problems and spot fake negative reviews.”
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