Amazon has rolled out a simplified Seller feedback experience – but what impact might it have for your brand?
As of 4 August 2025, buyers can leave star-only ratings for Sellers, without needing to write a comment (though they can if they wish).
Amazon says the change is designed to boost participation and help Sellers gather more ratings, more quickly by giving customers a quicker and easier way to mark their experience, separate from the product itself.
Anything that helps Sellers grow their ratings is a good thing, in our opinion.
But, like all things Amazon, there are some things you’ll need to monitor too – let’s take a deeper dive…
The Upside
- Get more ratings, faster – a simpler process is likely to see more customers taking the time to rate, especially if their experience with you was smooth and uneventful.
- Increased visibility because Seller ratings contribute to trust and can influence Buy Box outcomes – especially important in categories with high competition.
- A better picture of recent performance – more frequent ratings can help flag patterns in customer experience faster, even if some don’t have the written context behind them.
The Watchouts
- You’ll likely get less context when things go wrong – a low star rating with no explanation can be harder to act on or fix.
- There’s no appeals process for star-only feedback – unlike written comments, these ratings can’t be disputed through Feedback Manager. Amazon says that only violations reported via “Report a Violation” will be considered.
- Customer trust could take a hit if you get a string of unexplained low scores – this may impact how shoppers perceive your service, even if your product reviews are positive.
What Sellers Should Do Now
- Start monitoring your seller rating closely because, with the potential for more incoming feedback, any changes in average rating may happen faster.
- Strengthen your post-purchase service – your delivery speeds, comms and issue resolution procedures are now more exposed than ever before.
- Continue to encourage written feedback where possible – even incentivising it, if possible – because even a brief comment still adds context and credibility, and helps potential customers make better-informed choices.
The Bottom Line
Amazon wants more seller feedback – and this update is a clear step in that direction, and something that could really benefit your account.
But though the volume of ratings is likely to rise, the lack of written context brings new challenges for brands trying to protect their reputation and showcase their service standards.
Smart sellers should take this as an opportunity to benefit from the uptake in feedback while they tighten operations to keep customer experience sharp, especially as peak season approaches.
Love an expert eye on your customer experience process, procedures and incentives?
Our team is on hand to approach your account with our customary commercial rigour, focus and clarity – get in touch today to learn more.