Stay ahead of what’s next.

Amazon has announced a major update to how reviews are shared across product variations. Beginning February 12, 2026, reviews will only be pooled when differences between variations are minor and do not affect performance or customer experience. When variations meaningfully change functionality, specifications, or usage, reviews will no longer be shared. This change may impact visible star ratings and review counts at the variation level, affecting conversion and advertising performance. Brands should review their variation structures now to ensure they accurately reflect product differences before the phased rollout concludes on May 31, 2026.