Overview

Amazon will shut down the legacy Customer Reviews dashboard in Seller Central on September 30 2025 and replace it with the Voice of the Customer (VoC) dashboard. The new interface moves sellers from a simple chronological list of reviews to an AI‑driven analytics hub that fuses reviews, returns, refunds, A‑to‑Z claims and buyer messages into composite performance scores. Sellers who rely on the current review feed for daily monitoring need to adjust their processes now to avoid losing visibility into fresh feedback.

Key Points

• Dashboard retirement — The traditional review feed that displayed every new customer comment in time order will be completely removed after the September 30 2025 deadline, meaning the page will no longer be accessible in Seller Central.
• Unified analytics — VoC aggregates five separate feedback streams—product reviews, return reasons, refund requests, A‑to‑Z claims and buyer‑seller messages—into two headline metrics, giving sellers a single performance snapshot instead of multiple isolated reports.
• CX Health scoring — Each listing receives a color‑coded CX Health rating (green, yellow, orange or red) that reflects how its overall customer experience stacks up against the median performance of comparable items in the same category.
• Negative Customer Experience (NCX) rate — A new NCX percentage measures the share of orders that generated any issue, from a returned item to a negative review, and serves as the primary driver behind the CX Health calculation.
• AI‑powered issue clustering — Machine‑learning models scan the textual content of all feedback sources, automatically grouping similar complaints such as “size runs small” or “packaging arrived damaged,” which helps sellers spot recurring problems without manual tagging.
• Loss of real‑time review feed — Because VoC does not surface individual reviews the moment they are posted, sellers will experience a lag in detecting fresh negative comments, potentially delaying corrective actions that affect rankings and conversion.
• Actionable recommendations — The dashboard’s AI engine not only flags problem areas but also suggests concrete changes—like updating a product image, revising a bullet point or adjusting packaging specifications—based on the patterns it uncovers.