If you're an Amazon seller, there's a major shift coming your way: Amazon is officially deprecating the Customer Reviews tool in Seller Central on September 30, 2025.

For many brands, this isn't just the loss of a dashboard, it’s the loss of a direct line to their customers. The Customer Reviews page has long been one of the most relied-upon features for tracking product performance, identifying early issues, and maintaining a competitive edge.

Now, that tool is going away.

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Why Is Amazon Removing the Customer Reviews Page?

According to Amazon, the Customer Reviews feature is being replaced by the Voice of the Customer (VOC) dashboard. VOC is designed to provide deeper insights into customer sentiment, return reasons, and perceived product defects.

Unlike Customer Reviews, which offered raw, chronological feedback from buyers, VOC uses structured data and scoring systems to surface issues that may affect product health and customer satisfaction.

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Why Sellers Are Concerned

Many sellers have voiced frustration, not just because a familiar tool is disappearing, but because it signals a deeper issue: losing visibility and control over the customer relationship.

The Customer Reviews tool gave operators direct access to the “pulse” of their listings. It was simple to scan, easy to interpret, and actionable without delay. In contrast, VOC scores can feel removed from the raw customer voice and are often harder to interpret in real time.

But It’s Not All Bad News:

The Voice of the Customer dashboard does have real value. For sellers focused on scaling or managing large catalogs, VOC offers automated diagnostics that help identify patterns across ASINs and reduce guesswork in operations and customer service.

Amazon is clearly moving toward a more structured, scalable feedback system—and it’s likely this is just the beginning. VOC already includes:

• Sentiment scores
• Return reason clustering
• Customer anecdotes and comments
• Defect flagging by SKU

A logical next step? Enabling sellers to reply to reviews or feedback directly from within VOC—a feature sellers would welcome with open arms.

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What Should Amazon Sellers Do Now?

With this shift just around the corner, here’s how sellers can stay ahead:

For Brand Owners:

• Monitor VOC weekly to identify spikes in negative sentiment or returns.
• Cross-check VOC scores with actual reviews on product detail pages.
• Use third-party tools to fill visibility gaps.
• Stay active on forums and seller communities to track platform updates.

For Operations & Catalog Managers:

• Understand how VOC calculates scores and how it affects product health metrics.
• Link VOC trends to ASIN-level actions like content updates, packaging changes, or inventory holdbacks.
• Escalate repetitive customer issues before they trigger performance warnings or account health flags.

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What This Change Signals About Amazon’s Direction

Amazon is shifting toward structured feedback loops, using AI and data scoring to surface trends and automate actions. While this benefits sellers at scale, it can make small-to-midsize operators feel even more removed from the customer.

But that’s where the opportunity lies.

Sellers who invest in independent feedback channels, build off-Amazon communities, and take VOC seriously will be in a stronger position, both in managing account health and in building brand trust.

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Final Thoughts

The deprecation of the Customer Reviews page marks a turning point.

Amazon took the first step by evolving its tools. Now it’s up to sellers to adjust their strategies, stay alert, and start treating VOC as the new standard.

Because the reviews aren’t disappearing.

But the ability to hear them clearly? That’s already changing.