July 11 news: Amazon recently informed sellers that the “Buyer Reviews” function under the “Brands” module in the backend will be officially discontinued on September 30, 2025, and will be replaced by the “Voice of the Customer” function.
This change not only involves a name change but also substantially affects the communication channels between sellers and buyers.
During the transition period until September 30, the most affected will be sellers of high-priced products and those in categories that rely on reviews.
Industry experts suggest that sellers should handle existing negative reviews as soon as possible during this window, optimize products to reduce negative feedback, use relevant tools to build after-sales service mechanisms, and back up historical data.
If the official completely cancels the communication channel, sellers may need to rely on third parties to obtain buyer information to handle negative reviews, thereby increasing the difficulty of operations.
