Amazon is testing a major change: reviews may no longer be visible in search results. Why has the e-commerce giant decided to potentially remove one of the key tools for customers? What will this mean for shoppers and sellers, and is it a step forward – or a risky experiment?
Imagine the situation: you've worked hard for years to ensure your products meet customer expectations. Your efforts are paying off - you've received thousands of positive reviews, and high ratings, and your sales are growing. Thanks to attractive photos, competitive pricing, and, most importantly, a high number of positive customer reviews, your products feature prominently in Amazon search results. But what if Amazon decided to return to "Day 1" and level the playing field for all sellers? Such a move could fundamentally change the position of your products in organic search results and affect the success of your Amazon Ads campaigns. Will it bring more benefits or will there be disappointment?
Recently, significant changes have been noticed on the Amazon platform, which have raised concerns among both sellers and customers. In some product categories, reviews have stopped appearing in search results. This change is currently visible on certain accounts, both on the web version and in the mobile app. The previously displayed yellow stars, numerical ratings, and review counts have disappeared, making products appear as if they have fewer reviews. Customers now need to click on the product page to see this information. Amazon has confirmed that this is a "limited test" affecting only a small number of products. The change applies exclusively to search results—reviews are still visible on individual product pages. The purpose of this test is to determine the role reviews play in the purchasing process and whether their absence can influence customers' decision-making.
Amazon's goal - easier shopping or more complications for the customer?
Amazon explains that these tests aim to simplify the shopping process. The marketplace aims to make search results more compact and allow for quicker browsing of various product options. Amazon spokesperson Maria Boschetti told Fortune: "We are conducting a limited test on a small number of products to refine which product information, including reviews and other attributes, is displayed in search results. The goal is to make them more concise, allowing customers to quickly and easily browse different product options."
However, many customers may view the absence of reviews as a barrier, as reviews are a key factor in purchase decisions. Customers are used to using reviews as an indicator of product quality and often choose products based on the opinions of other users. The lack of this information could lead to increased uncertainty and a longer shopping process.
What does this mean for retailers?
For sellers, the removal of reviews from search results is a serious challenge. Without visible ratings, products may appear less attractive, which could lead to a decrease in conversion rates. Many sellers are concerned that customers will now click more often on products that may not necessarily meet their needs, which could increase advertising costs and reduce the effectiveness of PPC campaigns.
On the other hand, removing reviews from search results could help combat fake reviews, which have been a long-standing issue on the Amazon platform. Fake reviews are often used to artificially inflate product ratings or to lower the ratings of competing products. Hiding these reviews in search results could limit the effectiveness of these unethical practices, which could improve the quality and credibility of search results.
How does Amazon calculate ratings using stars?
An important element in understanding this change is the way Amazon calculates product ratings using stars. The platform does not rely on a simple average of ratings but uses advanced machine learning (ML) models. This means that even the same number of ratings with different star counts can lead to different final results.
Factors influencing ratings on Amazon:
🆕 Recency of reviews: Newer reviews have a greater impact on the rating to account for changes in product or service quality.
🛒 "Verified purchase" status: Reviews from individuals who have purchased the product on Amazon carry more weight. The goal is to increase the credibility of the ratings.
🧐 Credibility of reviews: Amazon uses various criteria to verify the authenticity of reviews. Based on this, some reviews may be excluded from the overall rating.
Amazon’s star rating system also does not take into account reviews from users who did not purchase the product on the platform, unless the review includes additional information such as text, photos, or videos. The goal is to minimize the impact of fake reviews on the product’s overall rating.
What does the future hold?
Will Amazon’s current tests become permanent changes? It’s hard to predict. Amazon is known for constantly experimenting and optimizing its features, which often leads to the introduction of controversial changes. Only time will tell whether removing reviews from search results will be a step in the right direction or a setback for both sellers and customers.
For sellers who rely on reviews, this change may require adjustments to their sales and advertising strategies. For customers, it could mean a new reality where they will have to make purchasing decisions based on other criteria. One thing is certain – Amazon is once again betting on innovation, even though it may bring some controversy to the e-commerce market.
☝️ Did you receive a review on Amazon that you consider unfounded or unfair? Contact us through this form or via email at CEO@expan.do, and we will look into options for its removal.
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