Overview

Amazon has introduced a new Customer Review Insights tool inside Seller Central, available only to brands enrolled in the Amazon Brand Registry. The feature delivers sentiment tracking, unified review summaries for product variations, and a benchmark that pits a seller’s star rating against the category average. Sellers who rely on reviews to drive conversions can now act on feedback faster and allocate resources more strategically.

Key Points

• Six‑Month Sentiment Tracker — Shows how positive or negative sentiment shifts over the past half‑year, letting sellers spot emerging quality issues before they affect overall ratings.
• ASIN‑Level Aggregation — Pulls reviews from every child ASIN into a single view, eliminating the need to open each variation separately.
• Parent‑Level Sentiment Dashboard — Provides a consolidated sentiment score for the entire product family, streamlining analysis for listings with multiple sizes, colors, or bundles.
• Category Star Rating Benchmark — Places a product’s average rating side‑by‑side with the category mean, giving an instant sense of competitive standing.
• Brand Registry Exclusive — Only sellers who have completed Amazon Brand Registry can access the tool, reinforcing the platform’s incentive to register trademarks.
• Built‑In Analytics — Removes the dependence on third‑party review‑analysis services by delivering native sentiment and benchmarking data within Seller Central.

How Customer Review Insights Works

1. Data Collection Window — Amazon aggregates all new reviews posted in the last 180 days for each ASIN.

   • Example: A seller of a multi‑color t‑shirt line sees 250 reviews across five child ASINs, all captured automatically for analysis.

2. Sentiment Scoring Engine — Natural‑language processing assigns a positive, neutral, or negative label to each review, then calculates a rolling sentiment index.