Overview

Amazon provides Brand Registered sellers with a dedicated Customer Reviews dashboard inside Seller Central that consolidates all recent product reviews in one place. This tool gives brand owners the ability to monitor customer feedback, respond directly to negative reviews, and report review abuse — all from a single interface. Understanding how to use this feature effectively can help sellers protect their brand reputation and improve customer satisfaction.

Key Points / What Sellers Need to Know

• Brand Registry required — This feature is exclusively available to sellers who have been assigned a brand representative role through Amazon's Brand Registry program. If you don't see the option in Seller Central, you may need to enroll or verify your permissions.

• Reviews appear within 48 hours — New customer reviews are published to the dashboard within 48 hours of appearing on the product detail page and remain visible for 90 days.

• Contact Buyer feature for critical reviews — Brand owners can directly reach out to customers who left one- to three-star reviews, offering either a courtesy refund or customer support through Amazon's Buyer-Seller Messaging system.

• Review abuse reporting — Sellers can flag reviews that violate Amazon's review policies directly from the dashboard, which links to the customer-facing detail page for reporting.

• AI-powered review highlights — Amazon's AI feature generates summary paragraphs on product detail pages that highlight common themes across customer reviews, giving both shoppers and sellers a quick snapshot of overall sentiment.

How the Customer Reviews Dashboard Works

The Customer Reviews dashboard is accessible from the Brands tab in Seller Central. Once there, sellers can view all recent reviews across their brand's product catalog. The dashboard includes filtering options by star rating, brand (for sellers managing multiple brands), and time period. Sellers can also mark individual reviews as "done" to remove them from the default view, helping keep the workspace organized. Any review marked as done can be restored within a 30-day window by toggling the "marked as done" filter.