Amazon to Retire "Buyer Reviews" Feature on Sept 30, 2025

Amazon recently announced that it will discontinue the “Buyer Reviews” feature in Seller Central starting September 30, 2025. This tool has long been a crucial resource for sellers to manage negative reviews by allowing them to directly contact customers who left ratings of three stars or below to offer refunds or resolve issues.

The new replacement tool, “Voice of the Buyer,” now appears under the “Performance” section. It categorizes product satisfaction into five levels: Excellent, Good, Fair, Poor, and Very Poor. However, the new tool currently provides only analytical data, lacking any option to directly communicate with buyers who leave negative feedback.

This transition has sparked significant concerns among sellers. Without the ability to reach out to dissatisfied buyers, sellers may face heightened challenges in managing negative reviews, potentially harming their reputation and sales. Industry experts are urging Amazon to preserve the direct communication functionality during this migration process, emphasizing that removing it would deprive sellers of a vital customer service channel.

In-Depth Summary

Amazon's plan to retire the “Buyer Reviews” feature marks a pivotal shift in how sellers handle negative feedback on the platform. Historically, the ability to contact customers who left poor ratings helped sellers quickly address issues, improve satisfaction, and protect their store ratings. The introduction of the “Voice of the Buyer” tool signals Amazon's intent to streamline feedback analysis, but the absence of direct buyer communication raises serious concerns. Without this capability, sellers risk accumulating unresolved negative reviews, potentially impacting both their sales performance and brand credibility. As the e-commerce landscape grows increasingly competitive, maintaining effective feedback resolution channels is essential.

For sellers navigating these changes, partnering with an experienced international freight forwarder like Forest Shipping can offer valuable support. Forest Shipping specializes in shipping goods from China to the U.S., providing reliable logistics solutions that help Amazon sellers deliver products on time and maintain customer satisfaction—now more important than ever as review management becomes more complex.