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According to Insider Intelligence's forecast, US retail sales will grow 4.5% to $1.317 trillion during this holiday season. It can be predicted that this year's peak season promotion will bring many opportunities for cross-border sellers to make huge sales. If Amazon sellers want to get a piece of the pie, they must always pay attention to changes in the platform before formulating strong promotional strategies, so as to adapt to policy changes in a timely manner and better prepare for the peak season. As far as we know, Amazon has recently revised its product details page again. Amazon reviews are significantly more prominently displayed Not long ago, in the article "Amazon has made another revision! The five-point description of the listing is folded!", it was mentioned that Amazon has adjusted the display of the five-point description on the product details page. Whether on the computer or on the mobile terminal, the five-point description of many products has been folded. At that time, many sellers felt very helpless and puzzled about this revision. Recently, many sellers have discovered that on the detail pages of some products, a new section has appeared below the original five-point description: Customer ratings by feature. As can be seen from the figure below, on the computer side , the product's "five-point description" is still all hidden under "About this item", and is replaced by the newly added "Customer ratings by feature" . ▲ The picture comes from Amazon US On the mobile side , the position of “Customer ratings by feature” has also been significantly moved forward, to below the “About this item” which is mostly folded. ▲ The picture comes from Amazon US Through the "Customer ratings by feature" section, consumers can click on the product details page to intuitively see some of the product's higher-rated functional advantages . They can even go directly to all reviews of the product through the "See all reviews" button at the bottom of the section. It is obvious that after this revision, Amazon has given "product reviews" greater weight in influencing consumers' purchasing psychology than the five-point description that requires clicking "See more" to expand and display. It was observed that as of press time, the "Customer ratings by feature" section had already appeared in product categories on multiple Amazon sites, including the United States and the United Kingdom. However, at the same time, some categories have not yet seen the above-mentioned revision. Based on this, it can be inferred that this revision is also in the testing phase , and it is still unclear whether it will be implemented in all categories in the future. In addition, it’s worth noting that this isn’t the first time Amazon has adjusted the display of reviews. The star rating of reviews has been greatly increased, which is beneficial to sellers with high-quality products.
In addition to the front-end review section, many sellers have previously discovered that Amazon’s front-end has been adjusted to “only show the star rating of the review, not the number of reviews .” At the same time, Amazon’s AI review summary function has also been implemented in some categories, and the newly added “Customers say” section also summarizes the advantages and disadvantages of the product for display. Therefore, frequent revisions to review rules have also sparked heated discussions in the cross-border circle. By summarizing the discussions among sellers, we speculate that the reason why Amazon has significantly increased the weight of reviews recently is mainly due to the following two aspects: 1. From the consumer's perspective, Amazon aims to increase customer stickiness and prevent traffic loss: The external competitive pressure from the rapid growth of Temu and SHEIN has made Amazon feel a sense of crisis about consumer retention, and it continues to be committed to optimizing the platform and creating a high-quality customer experience. Through the recent revision, a more intuitive and objective display of product advantage reviews allows consumers to compare products more conveniently, promotes the improvement of consumer shopping experience, shortens consumers' order consideration time, and promotes the improvement of product conversion rate. ▲ The left is the front section of the review star rating, and the right is the AI summary review section 2. From the perspective of platform sellers, the recent frequent revisions need to be viewed dialectically from two aspects: On the one hand, Amazon will be more inclined to favor sellers who promote new products and sellers who focus on products. Whether it is the front-end review section or the adjustment of the front-end review, only displaying the review star rating and reducing the presence of the number of reviews will undoubtedly be more beneficial to sellers who promote new products and sellers with high-quality products. For sellers who focus on products , high-quality products will inevitably have more objective positive reviews, thereby maintaining high star ratings and many positive reviews, forming a virtuous circle of product conversion, and other low-quality and low-rated products will be eliminated. For sellers who promote new products , the reduction in the weight of the number of reviews means that once a new product has a five-star review, it has the opportunity to have a higher ranking and more opportunities to "stand out" than old links with a large number of reviews but not all five stars. ▲ The picture comes from the seller communication group On the other hand, Amazon may subvert traditional traffic configuration and promote fierce advertising competition. As the weight of review star ratings increases, new product links begin to rise, which means that the traffic of old links decreases . According to recent feedback from many sellers, Amazon's review revision has begun to take effect, with the traffic of new product links increasing significantly, while the sales of many old product links have begun to decline. However, some sellers also said that as more and more sellers realize Amazon's support for new links, the iteration of new products will be accelerated, and the platform's natural traffic will be limited, which will further increase the competition for advertising on the site , thereby further increasing advertising costs. At that time, doing a good job in advertising operations may become the key.
In addition, it is worth mentioning that Amazon also seems to be working to expand the traffic pool for sellers' products. Recently, several sellers have observed that Amazon has added a new section called "Add an Accessory" on the right side of the product detail page for some categories. By clicking on this section, sellers can select complementary products or variations and add them to the shopping cart. ▲ The picture comes from the seller communication group It can be seen that for many sellers, this is a new traffic entrance. According to feedback from some sellers, this section can be added for free by uploading it through Amazon account managers or opening a case with customer service, but the success rate is still limited. It is not known whether Amazon will use this section for advertising profit in the future. In general, Amazon's recent revisions have not yet been implemented on all categories of the platform. Whether it can achieve advancement through major revisions in the future remains to be seen. But what is certain is that in this era of overseas expansion with limited traffic and product dominance, only building a competitive barrier with products as the core can be the long-term driving force for steady development.
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