5Recently, Amazon announced a major policy adjustment:FromFebruary 12, 2026 to May 31, the reform of the rules for sharing reviews of variant products will be implemented in phases.
This means that sellers who rely on shared reviews to support high ratings and high sales may facethe dilemma of "returning to square one overnight"—a product that originally had 4.8 stars and 2000+ reviews may wake up to only 200 reviews, or even fewer.
Image source:amazon seller central
Core of the new rule: Only"truly similar" variants can share reviews
According to Amazon's current review mechanism, different child variants under the same parent,regardless of whether there are obvious differences in function or specifications,their reviews and star ratings are usually displayed in a merged way.
This leads to situations where consumers browsing may see a4.8-star high rating based on feedback from a high-end model, but actually order a different version with slightly inferior functions, easily causing a gap in expectations, which in turn leads to negative reviews and returns.
At the same time, a poor review from an underperforming child variant can also"drag down" the overall rating of other high-quality variants.
The new rule completely changes this situation.
In the future, only variants with no substantial differences in function, user experience, and core specifications will be allowed to share reviews.
Simply put, in the past, buyers might see a4.4-star "laptop" with thousands of reviews, but in fact, these reviews may come from sub-models with different memory and configurations, which is misleading.
After the new rule takes effect, reviews for variants with significant functional differences will be"split" and displayed separately, ensuring that the reviews consumers see are highly matched to the specific product they want to buy.
Image source:amazon
What can be shared? What must be separated?
According to Amazon's official explanation, the following situations can usually still share reviews:
Appearance differences: such as the same style ofT-shirt in different colors, or canvas bags with different prints.
Size/measurement changes: for example, three-tier and five-tier shelves, or bed sheets and quilt covers of different sizes (provided the function is consistent).
Quantity/packaging differences: such as 250ml and 500ml of the same shampoo, or 10-pack and 50-pack cleaning wipes.
Minor scent distinctions: such as lemon-scented and unscented floor cleaners, but the core function of the product is not mainly based on scent.
Multi-model compatible accessories: the same phone holder compatible withiPhone or Samsung models; different camera mount versions of the same lens cap.
Surface finish adjustments: such as matte and glossy versions of the same thermos cup.
In the following cases, due to core functions or user experience, reviews are very likely to be displayed separately:
Performance and configuration differences: such as laptops with different memory sizes, or drills with different power ratings.
Home appliances where size is directly related to core function: such as waffle makers that make different numbers of waffles, or air conditioners with different cooling capacities. The platform specifically points out that if size changes lead to changes in key parameters such as power or capacity, it is considered a functional difference.
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Platform's original intention and seller response strategies
Amazon stated that the core purpose of this reform is to improve the accuracy and credibility of reviews, help consumers make more informed purchasing decisions, and in the long run, reduce negative reviews and returns caused by products not matching expectations, creating a healthier shopping environment.
Faced with irreversible policy changes, sellers must take the initiative to adjust and turn challenges into opportunities:
Immediately self-check and rectify existing variants:Conduct a comprehensive review of all variant combinations in the store, and judge according to the new rules which ones may be split. Immediately correct incorrect variant attribute settings to ensure accurate classification.
Optimize product detail pages:Clearly and prominently state the core functional differences between different variants in the title, bullet points, and description, actively guiding consumers to choose and avoiding confusion.
Pay attention to platform notifications and plan ahead:Amazon will notify affected sellers by email at least30 days before the rule takes effect. Be sure to pay close attention, and based on the notification content, adjust advertising strategies, inventory plans, and page optimization directions in advance.
Shift to refined and compliant operations:The new rule forces sellers to focus more on the quality, user experience, and precise promotion of individual products. Building a solid system of genuine positive reviews is more important than ever.
Image source: Internet
Conclusion
The tightening of Amazon's variant review rules is another important step for the platform to continuously optimize the shopping experience and promote ecosystem compliance. It takes back some"review bonuses", but also points out an operational direction that focuses more on the product itself and genuine feedback. The buffer time left for sellers is running out. Only those who adapt proactively and adjust quickly can consolidate their position and win sustained competitiveness under the new rules of the game.