The Amazon Customer Reviews Dashboard will be fully deprecated on September 30, 2025, with Voice of the Customer as its replacement.
Customer reviews are a direct line to your revenue, with a single-star increase capable of boosting sales by 26%. Since 82% of shoppers check reviews before buying, effectively managing this feedback is not an optional task for sellers.
Next month, Amazon is deprecating the standard tool for this process, the Customer Reviews dashboard. This change introduces a risk, as failing to adapt quickly could mean missing the feedback that directly impacts your sales and search ranking.
Understanding the new Voice of the Customer dashboard is now a critical task for all sellers before the September 30 deadline.
Deprecation of Amazon Customer Reviews Dashboard Confirmed
Becky Trowbridge, eComEngine"By keeping track of what buyers are saying about your top competitive ASINs, you can identify feature gaps and get an even better understanding of what shoppers are searching for."
Amazon has officially announced the end date for its long-standing Customer Reviews tool. If you recently accessed the Customer Reviews dashboard in Seller Central, then you have most likely seen a notification confirming the change.
The official alert provides sellers with the final deadline and next steps.
How Sellers Used the Customer Reviews Dashboard
The Customer Reviews Dashboard was a centralized tool that allowed sellers to view and respond to product reviews directly in Seller Central. Engaging with customer feedback through this feature often helped strengthen product reputation and build trust with buyers.
Marketplace Valet explained that the process began in Seller Central under the Brand section. Sellers would navigate to Build Your Brand, then to Improve Your Consideration Programs, and select Customer Reviews.
Once inside, sellers could access the Get Started with Customer Reviews feature to view all recent feedback. The dashboard allowed filtering by:
- Date
- Star rating
- Specific products
This made it easier to prioritize responses and focus on reviews that needed attention. Acknowledging both positive and negative reviews signaled to customers that their input mattered and reinforced a seller’s commitment to improving the overall buying experience.
With the upcoming deprecation of this dashboard, sellers will need to adopt the Voice of the Customer tool for managing and addressing feedback. This change shifts the focus from simple review monitoring to a broader view of customer experience.
Getting Started with Voice of the Customer
To get accustomed to the new review management tool, sellers can start reading the FAQ page on Amazon Seller Central about the Voice of the Customer. This resource outlines how the tool works and provides guidance for resolving customer-related issues.
The Voice of the Customer page serves as a hub for analyzing customer feedback and product performance. It allows sellers to review updates, monitor Customer Experience (CX) Health, and address recurring problems with listings or products.
CX Health is a central metric that compares an offer’s performance against similar listings. Ratings are categorized as:
- Excellent (green) – Means it is significantly better than similar offers
- Good (light green) – Means it’s performing well or better than similar offers
- Fair (yellow) – Comparable to similar offers
- Poor (orange) – Signifies that it is performing worse than similar offers
- Very Poor (red) – Shows it is performing significantly worse than similar offers
If there is not enough buyer feedback, a listing will show “Insufficient data” until more information is collected. Even deleted listings may still appear for a time, showing their last available CX Health and customer comments.
CX Health is based on the Negative Customer Experience (NCX) rate, which tracks the percentage of orders with issues compared to total sales. Amazon calculates NCX by combining data from returns, refunds, buyer-seller messages, A-to-Z claims, and product reviews.
Additional metrics provide more detail for sellers. The NCX Return Rate measures orders returned due to listing or product issues, while the NCX Review Rate tracks negative reviews tied to customer experience problems. Both are benchmarked against similar products for greater accuracy.
The dashboard also highlights the most common issues customers face, such as defective items, mislabeling, or damaged packaging. This feature helps sellers quickly identify problems that need immediate action.
Another capability is root cause insights, which groups customer concerns into main categories and reveal the leading drivers behind complaints. These insights use machine learning to help sellers pinpoint and solve problems at their source.
By tracking trends, reviewing color-coded performance ratings, and addressing problem drivers, sellers can use the Voice of the Customer to improve product quality and customer satisfaction. Acting on these insights early can help protect both sales and brand reputation.
Amazon Adds AI-Powered Fix Recommendations to Voice of the Customer
According to a recent LinkedIn post from Muhammad Mustafa, this feature introduces a new layer of AI-driven analysis for sellers.
The tool is designed to analyze customer feedback and proactively identify opportunities for improvement. Its primary functions include:
- Using AI to analyze customer comments, reviews, and return data.
- Identifying specific issues in listings and descriptions that lead to returns.
- Providing strategic guidance and concrete suggestions for listing improvements.
- Showing data-driven predictions on how the suggested fixes could reduce returns.
For sellers, this new tool can significantly reduce negative feedback and lower return rates. Highlighting specific areas to fix helps build customer trust and saves time by removing guesswork from listing optimization.
The AI provides the data, but the strategic application of these changes is still crucial for brand consistency and growth. A skilled Amazon agency can use the insights from this tool to implement comprehensive listing updates as part of a wider brand management strategy.
Sellers can access this new functionality directly within the Voice of the Customer dashboard in Seller Central. The process involves opening the Fix Recommendations tool, reviewing the AI suggestions, and applying the updates to the relevant listings.
By using this AI, sellers can create smarter listings that more accurately meet customer expectations. The ultimate goal is to improve customer satisfaction, which in turn leads to fewer returns and stronger sales.
Brian Connolly, Jungle Scout"By analyzing this feedback effectively, sellers can refine their product listings, address recurring issues, and enhance marketing strategies to better connect with their target audience."
