Amazon Retires the Buyer Opinions Dashboard
On September 30, 2025, Amazon will retire the long-standing Buyer Opinions dashboard in Vendor Central. Instead, sellers will discover the Voice of the Buyer (VoC) dashboard, a instrument designed to ship proactive, AI-powered insights into the total buyer expertise.
This variation goes far past monitoring critiques. Amazon’s shift to VoC means sellers should put together to watch CX Well being, NCX Price, Root Trigger Insights, and AI Repair Suggestions—metrics that go deeper into buyer satisfaction and efficiency tendencies.
Why This Issues for Amazon Sellers
Sellers who adapt early will acquire a transparent benefit. Buyer critiques have at all times influenced gross sales, however VoC integrates returns, refunds, and purchaser messages into one expertise rating. Ignoring these alerts might imply increased return charges, decrease scores, and misplaced gross sales.
Research constantly present:
Key Deadlines and Metrics
- Deadline: Buyer Opinions dashboard disappears September 30, 2025.
- Alternative: The brand new Voice of the Buyer dashboard turns into absolutely energetic October 1, 2025.
- Metrics to know:
- CX Well being – Ranks efficiency (Glorious to Very Poor).
- NCX Price – Tracks adverse experiences (returns, refunds, claims, messages, critiques).
- Root Trigger Insights – Identifies recurring issues (defects, mislabeling, packaging points).
- AI Repair Suggestions – Suggests itemizing and product enhancements.
Rapid Actions for Sellers
- Export all historic critiques earlier than September 30 (screenshots or third-party instruments).
- Be taught the VoC dashboard and CX Well being metrics to know how Amazon will consider efficiency.
- Arrange suggestions alerts (instruments like Vendor Labs assist automate this course of so you may act sooner).
- Monitor patterns and apply fixes constantly to deal with recurring points earlier than they escalate.
Potential Influence of Making ready Early
Sellers who act now are higher positioned to:
- Cut back adverse critiques by catching issues sooner,
- Decrease return charges by addressing root causes, and
- Safeguard each gross sales and model repute via proactive problem administration.
Why Amazon Is Making This Change
Amazon’s Voice of the Buyer (VoC) dashboard is greater than a easy alternative—it’s a strategic shift. As an alternative of focusing solely on critiques, VoC provides sellers a 360-degree view of buyer expertise by monitoring:
- CX Well being – Measures itemizing efficiency in comparison with comparable provides.
- Unfavorable Buyer Expertise (NCX) Price – Screens returns, refunds, purchaser messages, and critiques.
- Root Trigger Insights – Identifies recurring points reminiscent of faulty objects, mislabeling, or packaging issues.
- AI Repair Suggestions – Supplies data-driven options to enhance listings and cut back adverse experiences.
With these new instruments, reacting to particular person critiques is now not sufficient. Sellers should now proactively monitor tendencies, determine recurring issues, and take motion earlier than small points escalate into adverse suggestions or pricey returns.
Step-by-Step: How Sellers Can Transition to Voice of the Buyer
1. Archive Historic Opinions
Earlier than September 30, protect previous critiques by taking screenshots or utilizing a good third-party export instrument. This ensures you retain information for benchmarking in opposition to new VoC metrics.
2. Get Conversant in CX Well being
CX Well being categorizes efficiency as:
- Glorious (inexperienced) — considerably higher than comparable provides
- Good (mild inexperienced) — higher than common
- Honest (yellow) — comparable
- Poor (orange) — worse than common
- Very Poor (crimson) — considerably worse
These scores assist prioritize which listings want pressing consideration.
3. Monitor NCX Price
NCX tracks adverse experiences throughout:
- Returns
- Refunds
- Purchaser-seller messages
- A-to-Z claims
- Product critiques
Excessive NCX charges sign listings that want enchancment. With Vendor Labs, you may observe tendencies throughout all ASINs, determine recurring issues, and act sooner.
4. Use Root Trigger Insights
VoC teams suggestions into classes like:
- Broken or faulty objects
- Incorrect labeling or descriptions
- Transport or packaging points
By addressing the foundation trigger, sellers forestall repeated adverse experiences and cut back returns.
5. Apply AI Repair Suggestions
VoC exhibits you the place issues are occurring—then you should use Amazon’s Gen-AI instruments like Improve My Itemizing to:
- Replace product listings
- Enhance titles and descriptions
- Optimize return/refund discount methods
6. Set Up Alerts for Unfavorable Suggestions
Actual-time alerts (through Vendor Labs and different instruments) allow you to reply immediately to complaints, defending your star scores and stopping small points from escalating into critiques.
Amazon Buyer Opinions → Voice of the Buyer: Fast Reference
| Characteristic / Stage | Buyer Opinions Dashboard | Voice of the Buyer (VoC) | How Vendor Labs Helps |
|---|---|---|---|
| Availability | Till September 30, 2025 | Totally energetic Oct 1, 2025 | N/A |
| Goal | Monitor/reply to critiques | Full buyer expertise monitoring | Monitor tendencies & alerts |
| Key Metrics | Star scores, overview counts | CX Well being, NCX Price, Root Trigger Insights | Monitor tendencies, alerts by star score |
| Knowledge Evaluation | Guide overview filtering | AI-driven insights, problem detection | Pattern monitoring, actionable alerts |
| Actionable Steps | Reply/export manually | Handle root causes, repair listings | Reply sooner, handle critiques proactively |
| Influence | Influences belief/gross sales | Immediately impacts CX, returns, efficiency | Help proactive overview administration, strengthen buyer belief |
The Enterprise Influence of Performing Early
Sellers who undertake VoC and implement fixes proactively can anticipate:
- Fewer adverse critiques via early intervention.
- Decrease return charges by addressing root causes.
- Improved purchaser belief and better search rating.
- A stronger model repute constructed on constant buyer expertise.
The distinction between appearing now and ready till the final minute may very well be hundreds in misplaced gross sales and a broken vendor repute.
How Vendor Labs Helps Sellers Keep Forward
Even in the event you aren’t but utilizing VoC instantly, Vendor Labs empowers sellers to behave quick and keep on prime of buyer suggestions:
- Customized Suggestions Alerts – Obtain notifications for critiques based mostly on the star scores you select, so you may reply instantly to potential points.
- Pattern Monitoring – Monitor adjustments in overview quantity and scores over time to identify patterns and recurring issues.
- Proactive Situation Administration – Determine potential drawback listings earlier than points unfold.
- Actionable Insights – Use alerts and tendencies to prioritize fixes, optimize listings, and defend your model repute.
By leveraging these instruments, sellers can keep forward of adverse critiques, safeguard gross sales, and preserve model belief—whilst Amazon transitions absolutely to Voice of the Buyer.
Don’t Wait—Put together Now
The Buyer Opinions dashboard is ending, however this isn’t a cause to panic—it’s an opportunity to get forward. By appearing now, studying VoC metrics, and utilizing Vendor Labs instruments, you may:
- Cut back adverse critiques
- Forestall returns
- Optimize listings
- Shield your gross sales
September 30, 2025 is the deadline. Day-after-day you wait is a missed alternative to safeguard your model and income. Begin getting ready at the moment.
✅ Subsequent Step: Log in to Vendor Central, discover Voice of the Buyer, and arrange Vendor Labs for instant alerts and actionable insights.
FAQ: Amazon Buyer Opinions Dashboard & VoC
Amazon will retire the Buyer Opinions dashboard on September 30, 2025. After that, sellers will use the Voice of the Buyer (VoC) dashboard for buyer expertise monitoring.
Amazon’s Voice of the Buyer (VoC) dashboard, which incorporates CX Well being, NCX Price, Root Trigger Insights, and AI Repair Suggestions.
No. Amazon doesn’t present a local export possibility. To protect critiques, take screenshots or use a good third-party export instrument.
VoC assigns color-coded efficiency classes: Glorious, Good, Honest, Poor, and Very Poor—serving to sellers see which listings want consideration.
Unfavorable Buyer Expertise (NCX) measures the proportion of orders with customer-reported points (returns, refunds, claims, messages, or critiques).
Prepared to remain forward of Amazon’s adjustments — and defend your model repute?
Flip Amazon’s new Voice of the Buyer insights into actual progress with Vendor Labs.
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