What is the most frustrating thing when launching new products on Amazon?

I believe many sellers will answer: "Reviews!" New products without reviews are like fighting alone, with frustratingly low click-through rates and pitifully low customer traffic, making it extremely difficult to get orders.

However, some sellers recently discovered that Amazon is quietly testing a new feature - removing the star rating and rating of products on the search results page! 😱

Star rating and number of reviews are not shown in search results

Amazon's updated search interface will no longer display the star rating and number of reviews of products, but will instead show consumers the sales data of the products in the past month , as well as labels identifying best-selling products, Amazon's Choice recommendations, and popular brand selections.

In other words, in the future, when you search for products on Amazon, you may only see basic information such as the product name, price, and sales volume in the past month, but no longer be able to intuitively see the familiar little stars and number of reviews. To understand the rating, you have to click on the product details page to see it.

This update has been officially confirmed by Amazon!

Although Amazon did not disclose the test results or specify how long the test will last, this reform will undoubtedly have a significant impact on sellers' operating strategies.

Sellers have had a variety of reactions to this new test:

"The ratings for many products nowadays are so good that it's unbelievable, which is meaningless."

“Removing the star rating display may increase click-through rates for low-star products, but at the same time reduce conversion rates and increase advertising costs.”

“Without being able to see the star rating, buyers can only judge based on the main image. After clicking on it and seeing a low rating, they will leave. This cycle repeats itself, causing buyers to spend longer on the platform and sellers’ advertising costs to increase.”

But we have to admit that Amazon’s move is not without reason; product ratings do affect conversion rates, but what really determines whether buyers buy it is the quality of the product itself.

This change by Amazon is also aimed at guiding sellers to return to the essence of their products, improve product quality, and enhance user experience.

On the other hand, Amazon is also working hard to reduce the impact of "brushing orders" on the platform; even if the platform cracks down harder, there are still sellers who "insist on brushing orders."

Through this adjustment, Amazon attempts to reduce the impact of ratings on sales and encourage sellers to focus on the product itself rather than spending time on fake orders.

In general, this reform is good news for sellers with high-quality products, especially "white hat" sellers. For all sellers, they must quickly adapt to this change and adjust their operating strategies in order to remain invincible in this transformation. 💪

Dear sellers, it’s time to improve product quality, seize the opportunity of Amazon’s changes, and meet new challenges!