Amazon seller rating stars: 7 things you need to know about the new rating rule

Table of contents

1. What has changed in the seller rating?
2. Why is Amazon abolishing text comments?
3. What effects does this have on sellers?
4. Advantages & disadvantages of pure star rating
5. What does this mean for the buy box and visibility?
6. How can retailers still use customer feedback?
7. Alternative evaluation strategies outside of Amazon
8. FAQ: Common questions about the review change
9. Conclusion: What sellers should know and do now

Amazon seller rating stars — the new rating system raises many questions.

Amazon has secretly, quietly and quietly changed the rules of the game for retailers. From now on, a click on the stars is enough — without comment, without context. But what does that actually mean in practice? Does this gamble away trust? And above all: What can you do now as a merchant to avoid ending up in the valuation fog?

In this article, you'll get answers — understandable, specific and practical.

What has changed in the seller rating?

Amazon has streamlined the rating system for sellers. Customers can now only use a Star rating (1—5) submit — without additional text.

An overview of the new features:

• Ratings now consist only of stars.
• No more free text field for customer feedback.
• Valid only for seller reviews, not for products.

From when?

Since July 2025 Is the change in force — across all European marketplaces.

Why is Amazon abolishing text comments?

Amazon's reason:

Officially, it's called: They want the rating for customers “faster, more intuitive and smoother” design.

And unofficially?

Let's be honest — comments were also a risk factor for Amazon:

• Spam and bot reviews
• Violations of law, insults, damage to reputation
• Moderation effort

By only awarding stars, the rating becomes more measurable. For Amazon — but also for retailers? That's where it gets tricky.

What effects does this have on sellers?

1. Less control over the evaluation picture

Without comments, you can no longer recognize why A customer rated you with just one star. Was it shipping? The tone of the message? A misunderstanding?

A real blind flight for everyone on constructive feedback Set.

2. Loss of customer trust

Many buyers rely on the texts under reviews to get an idea. Now all they have left is the naked average.

3. No dialog options

Retailers used to be able to react to misunderstandings. today? Radio silence.

Advantages & disadvantages of pure star rating

advantages:

• Easier for buyers
• Higher participation rate potential
• Unified data structure → better evaluability for Amazon

Disadvantages:

• No differentiation in case of complaints
• No customer contact about the rating system
• lack of transparency for retailers

Interim conclusion:

What Amazon sells as a simplification is a real tightrope for retailers — without a network.

What does this mean for the buy box and visibility?

The big question: How do star ratings affect the buy box?

Rating as a ranking factor

Yes — Amazon takes the seller rating into account when Buybox allocation. The better your average, the higher your chances.

But: Other factors also count

• Delivery speed
• response times
• Cancellation and return rate
• Value for money

Tip: Keep an eye on your KPIs — for example via Metaprice performance dashboard.

How can retailers still use customer feedback?

Wondering how you can still get feedback? Very simple — You're shifting the stage.

1. Internal strategies

• Follow-up emails with review reminders
• Automated querying for feedback
• Proactive solution for support requests

2. Collect reviews outside of Amazon

Use tools, CRM systems or customer surveys — this is how you can get feedback beyond platform limits generate.

Alternative evaluation strategies outside of Amazon

Trustpilot, Google & Co — your new best friend?

Many successful sellers have long been using external evaluation platforms. They let customers evaluate them specifically after ordering — e.g. via Trustpilot, ProvenExpert or Google.

You can even display these reviews on your website — strengthening your standing outside the Amazon world. As with many providers in Google Shopping visible.

More options:

• Thank you email with review link
• Loyalty programs with feedback function
• Evaluation reminder after delivery

The goal: Create trust — where you can control it.

FAQ: Common questions about the review change

What exactly was changed in the Amazon seller rating?

Amazon has disabled the comment function for sellers. From now on, there are only Star ratings without text possible.

Does the change also affect product reviews?

No — remain product reviews unmodified. Only the rating system for retailers has been adjusted.

As a retailer, can I respond to a star rating?

Only indirectly. In Seller Central, you can create a Request a reviewif you think the review is unfair

Why does Amazon refrain from textual comments?

Amazon wants the rating system simplify and reduce misuse — especially through bots, spam and fake comments.

Are seller ratings affecting my Buybox opportunities?

Yes, the evaluation average is included in the decision. The better your stars, the higher your visibility.

How can I collect feedback outside of Amazon?

Through CRM systems, email marketing, and external tools. Metaprice offers you suitable solutions for this.

Which tools help me with reputation management?

Tools such as Metaprice, Trustpilot, Google Reviews or your internal ERP system help you to record reviews in a structured way.

Are there any legal risks associated with anonymous star ratings?

Not usually — as long as there is no defamation or insult. However, you should regularly check and document.

Conclusion: What sellers should know and do now

Amazon has radically simplified the rating system — and in the process a important interface with customers cut. Retailers who want to continue to rely on customer feedback must now break new ground.

One thing is clear: stars alone say little. If you don't act proactively, you run the risk of slipping in the rating rankings — without knowing why.

✅ Key messages at a glance:

• Amazon replaces text reviews with pure stars
• Less transparency for retailers in case of negative feedback
• Buybox performance is indirectly affected
• New ways of customer communication needed
• External reviews are becoming increasingly relevant
• Email marketing & CRM strategies become indispensable
• Proactive reputation management becomes mandatory

👉 Action impulse:
Review your evaluation strategy now. Use tools such as Metapriceto build alternative feedback channels and maintain your reputation control

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