New Rules for Amazon Review Sharing Across Variations
Amazon is updating how customer reviews are shared across product variations to improve accuracy and help shoppers make more informed purchasing decisions.
What’s changing?
Starting February 12, 2026, Amazon reviews will only be shared across variations with minor differences that do not affect functionality. Reviews will no longer be shared across variations with significant differences, which may impact star ratings and review counts.
Reviews will still be shared for:
- Color or pattern variations
- Size variations with the same function (e.g., queen vs. king bedding)
- Pack size or quantity differences
- Secondary scent variations for non-scent-focused products
- Different model fitments of the same product type (e.g., phone cases)
Timeline:
This change will roll out gradually by category from February 12 to May 31, 2026. Sellers will receive an email notification 30 days before their products are affected.
What you should do now:
Review your variation themes in Manage All Inventory to ensure they accurately reflect product differences. Proper variation setup will help ensure eligible Amazon reviews continue to be shared.
Source:
Amazon Seller CentralÂ
