Overview

Amazon made its Customer Review Insights tool available within Opportunity Explorer, giving brand-registered sellers automated analysis of customer feedback at scale. The tool aggregates review and return data from the past six months, categorizing feedback into topics and tracking sentiment trends. This eliminates the need to manually read hundreds or thousands of individual reviews.

Key Points

• Automated feedback categorization — Tool organizes six months of review history into actionable topics, tracks how frequently each topic appears
• Niche and ASIN views — Niche view aggregates reviews from top products in a category, ASIN view focuses on individual product feedback
• Positive and negative sentiment sorting — Toggle between positive and negative feedback to see what customers love and what frustrates them, organized by frequency
• Returns data integration — Combines return reason data with review insights for complete picture of customer satisfaction issues
• Cross-ASIN topic linking — View where same feedback topic appears on competitor ASINs for benchmarking

Data Visualizations

• Ratings impact chart — Shows how specific feedback themes correlate with product ratings for a niche or individual product
• Topic frequency graph — Tracks how often feedback themes are mentioned over time, identifies if issues are improving after product revisions
• Trend analysis — Reveals if customer priorities in a category are shifting over months
• Filter and toggle options — Compare different metrics to understand which product attributes have strongest influence on star ratings

Practical Applications

• Product development — Use Niche view to understand what features buyers expect in a category before committing to product design
• Listing optimization — Identify language and topics customers care about most, highlight frequently praised features in listing copy and A+ content