Amazon currently displays reviews left for products across all of their variations, even when the variations have significant differences in features or specifications. Beginning February 12th, it will no longer do that, in order to “improve accuracy and help customers make more informed purchasing decisions.”
Next month, Amazon will only share reviews between variations with minor differences that don’t affect functionality, it announced on Wednesday. “Reviews will no longer appear on variations with significant differences which may affect your products’ overall star ratings and review counts.”
Reviews will continue to be shared for the following variations:
- Color or pattern variations of the same product.
- Size variations that maintain the same function, like king-sized and queen-sized bedding.
- Pack size or quantity variations.
- Secondary scent variations for non-scent-focused products, like lemon-scented vs. unscented cleaning products.
- Different model fitments for the same product type, like phone cases for different models.
Amazon said it would roll out the changes gradually between February 12, 2026, and May 31, 2026, and will send an email notification to sellers who are impacted 30 days before any changes impact them.
Amazon advised sellers to review their variations in Manage All Inventory to ensure that they accurately reflect product differences (for example, use color variation for color differences, not quantity variation).
In response to a seller skeptical who said it was “just another way to increase advertising spend,” an Amazon moderator wrote, “With this change, reviews will only be shared between variations with minor differences that don’t affect functionality. Reviews will no longer appear on variations with significant differences which may affect your products’ overall star ratings and review counts.”
Another seller said they found conflicting information about the changes – in one place, it stated chocolate vs vanilla shakes would share reviews, while in another place, Amazon stated chocolate protein powder vs vanilla protein powder would not be eligible for review sharing.
In one place they found the following verbiage:
“Examples of when reviews will be shared across variations: Flavor, Ingredients, or Formulation: Different taste or composition in food, drinks, or supplements (like protein shakes in chocolate vs vanilla or pet food with chicken vs salmon).”
In another place, they found the conflicting verbiage:
“See the following examples of products in a variation and whether they’re eligible for review sharing: Chocolate protein powder vs Vanilla Protein Powder – Eligible for review sharing: NO – Explanation: Flavor directly impacts customers experience and satisfaction; reviews for one flavor can’t represent the other.”
Go to the announcement to keep track of Amazon moderator updates and clarifications.
