Starting from February 12, 2026, Amazon will change how reviews are shared across product variations. In the future, reviews will only be shared between variations with minor differences. This change will be rolled out gradually until May 31, 2026; sellers will be notified by email 30 days in advance.
What do sellers & vendors need to consider?
Check product variations: Analyze which of your products are affected by the new guidelines. Identify variations with significant differences that will be subject to separate reviews.
Adjust variation schemes: Adapt your variation schemes to ensure they are applied correctly. A careful review can determine whether reviews will continue to be aggregated for all variants.
Consider conversion rate: Prepare for possible changes to your conversion rate. If the overall rating or the number of reviews drops, your conversion and click-through rates could also be affected.
