Overview

Amazon has introduced a new Customer Review Insights panel inside Seller Central that automatically parses review text and surfaces feature‑level feedback. Launched in early 2024, the tool lets sellers see which product attributes are boosting or dragging their star ratings, compare performance with top‑selling competitors, and make data‑driven improvement plans.

Key Points

• Automated feature extraction — The system scans every customer comment, isolates mentions of specific product attributes (e.g., “battery life,” “size,” “packaging”) and groups them by sentiment. A seller of a wireless charger, for example, will see a separate list for positive remarks about fast charging and a separate list for negative remarks about the charger’s heat.
• Frequency ranking — Each identified attribute is ranked by how often it appears across all reviews, so the most talked‑about issues rise to the top. If “color fading” appears in 12 % of reviews for a fabric tote, it will be highlighted ahead of less common topics such as “zipper squeak.”
• Impact scoring — Amazon assigns a numeric score that estimates how much each attribute moves the overall rating up or down. In a test case, a kitchen gadget with a +0.15 impact score for “easy assembly” and a ‑0.22 score for “plastic durability” showed that fixing the durability issue could raise the average rating by roughly two‑tenths of a star.
• Category benchmark — Sellers can line up their attribute scores against the averages of the best‑selling ASINs in the same category. A home‑office chair that scores 4.2 on “lumbar support” while the category leader scores 4.8 signals a clear gap to address.
• Scalable across catalog sizes — The insight panel works for a single product or an entire portfolio; a brand with 150 ASINs can pull a consolidated view that highlights the top three recurring complaints across the whole line.
• Accessible via Growth menu — The tab lives under the “Growth → Product Analytics” dropdown, and sellers can search by keyword, ASIN, or SKU to generate a report in seconds.
• Video walkthrough available — Amazon provides an internal tutorial video that walks users through the interface, filter options, and export functions, reducing the learning curve for new adopters.