Amazon Voice of the Customer (VoC): Replacing the Customer Reviews Dashboard in 2025
Amazon Retires the Customer Reviews Dashboard
On September 30, 2025, Amazon will retire the long-standing Customer Reviews dashboard in Seller Central. In its place, sellers will find the Voice of the Customer (VoC) dashboard, a tool designed to deliver proactive, AI-powered insights into the full customer experience.
This change goes far beyond tracking reviews. Amazon’s shift to VoC means sellers must prepare to monitor CX Health, NCX Rate, Root Cause Insights, and AI Fix Recommendations—metrics that go deeper into customer satisfaction and performance trends.
Why This Matters for Amazon Sellers
Sellers who adapt early will gain a clear advantage. Customer reviews have always influenced sales, but VoC integrates returns, refunds, and buyer messages into one experience score. Ignoring these signals could mean higher return rates, lower ratings, and lost sales.
Studies consistently show:
- An increase of just one star in reviews can boost sales by up to 26%.
- 82% of shoppers check reviews before purchasing.
Key Deadlines and Metrics
- Deadline: Customer Reviews dashboard disappears September 30, 2025.
- Replacement: The new Voice of the Customer dashboard becomes fully active October 1, 2025.
- Metrics to know:
- CX Health – Ranks performance (Excellent to Very Poor).
- NCX Rate – Tracks negative experiences (returns, refunds, claims, messages, reviews).
- Root Cause Insights – Identifies recurring problems (defects, mislabeling, packaging issues).
- AI Fix Recommendations – Suggests listing and product improvements.
Immediate Actions for Sellers
- Export all historical reviews before September 30 (screenshots or third-party tools).
- Learn the VoC dashboard and CX Health metrics to understand how Amazon will evaluate performance.
- Set up feedback alerts (tools like Seller Labs help automate this process so you can act faster).
- Monitor patterns and apply fixes consistently to address recurring issues before they escalate.
Potential Impact of Preparing Early
Sellers who act now are better positioned to:
- Reduce negative reviews by catching problems sooner,
- Lower return rates by addressing root causes, and
- Safeguard both sales and brand reputation through proactive issue management.
Why Amazon Is Making This Change
Amazon’s Voice of the Customer (VoC) dashboard is more than a simple replacement—it’s a strategic shift. Instead of focusing only on reviews, VoC gives sellers a 360-degree view of customer experience by tracking:
- CX Health – Measures listing performance compared to similar offers.
- Negative Customer Experience (NCX) Rate – Monitors returns, refunds, buyer messages, and reviews.
- Root Cause Insights – Identifies recurring issues such as defective items, mislabeling, or packaging problems.
- AI Fix Recommendations – Provides data-driven suggestions to improve listings and reduce negative experiences.
With these new tools, reacting to individual reviews is no longer enough. Sellers must now proactively monitor trends, identify recurring problems, and take action before small issues escalate into negative feedback or costly returns.
Step-by-Step: How Sellers Can Transition to Voice of the Customer
1. Archive Historical Reviews
Before September 30, preserve past reviews by taking screenshots or using a reputable third-party export tool. This ensures you keep data for benchmarking against new VoC metrics.
2. Get Familiar with CX Health
CX Health categorizes performance as:
- Excellent (green) — significantly better than similar offers
- Good (light green) — better than average
- Fair (yellow) — comparable
- Poor (orange) — worse than average
- Very Poor (red) — significantly worse
These ratings help prioritize which listings need urgent attention.
3. Monitor NCX Rate
NCX tracks negative experiences across:
- Returns
- Refunds
- Buyer-seller messages
- A-to-Z claims
- Product reviews
High NCX rates signal listings that need improvement. With Seller Labs, you can track trends across all ASINs, identify recurring problems, and act faster.
4. Use Root Cause Insights
VoC groups feedback into categories like:
- Damaged or defective items
- Incorrect labeling or descriptions
- Shipping or packaging issues
By addressing the root cause, sellers prevent repeated negative experiences and reduce returns.
5. Apply AI Fix Recommendations
VoC shows you where problems are happening—then you can use Amazon’s Gen-AI tools like Enhance My Listing to:
- Update product listings
- Improve titles and descriptions
- Optimize return/refund reduction strategies
6. Set Up Alerts for Negative Feedback
Real-time alerts (via Seller Labs and other tools) let you respond instantly to complaints, protecting your star ratings and preventing small issues from escalating into reviews.
Amazon Customer Reviews → Voice of the Customer: Quick Reference
| Feature / Stage | Customer Reviews Dashboard | Voice of the Customer (VoC) | How Seller Labs Helps |
|---|---|---|---|
| Availability | Until September 30, 2025 | Fully active Oct 1, 2025 | N/A |
| Purpose | Monitor/respond to reviews | Full customer experience tracking | Monitor trends & alerts |
| Key Metrics | Star ratings, review counts | CX Health, NCX Rate, Root Cause Insights | Track trends, alerts by star rating |
| Data Analysis | Manual review filtering | AI-driven insights, issue detection | Trend monitoring, actionable alerts |
| Actionable Steps | Reply/export manually | Address root causes, fix listings | Respond faster, manage reviews proactively |
| Impact | Influences trust/sales | Directly affects CX, returns, performance | Support proactive review management, strengthen customer trust |
The Business Impact of Acting Early
Sellers who adopt VoC and implement fixes proactively can expect:
- Fewer negative reviews through early intervention.
- Lower return rates by addressing root causes.
- Improved buyer trust and higher search ranking.
- A stronger brand reputation built on consistent customer experience.
The difference between acting now and waiting until the last minute could be thousands in lost sales and a damaged seller reputation.
How Seller Labs Helps Sellers Stay Ahead
Even if you aren’t yet using VoC directly, Seller Labs empowers sellers to act fast and stay on top of customer feedback:
- Custom Feedback Alerts – Receive notifications for reviews based on the star ratings you choose, so you can respond immediately to potential issues.
- Trend Monitoring – Track changes in review volume and ratings over time to spot patterns and recurring problems.
- Proactive Issue Management – Identify potential problem listings before issues spread.
- Actionable Insights – Use alerts and trends to prioritize fixes, optimize listings, and protect your brand reputation.
By leveraging these tools, sellers can stay ahead of negative reviews, safeguard sales, and maintain brand trust—even as Amazon transitions fully to Voice of the Customer.
Don’t Wait—Prepare Now
The Customer Reviews dashboard is ending, but this isn’t a reason to panic—it’s a chance to get ahead. By acting now, learning VoC metrics, and using Seller Labs tools, you can:
- Reduce negative reviews
- Prevent returns
- Optimize listings
- Protect your sales
September 30, 2025 is the deadline. Every day you wait is a missed opportunity to safeguard your brand and revenue. Start preparing today.
Next Step: Log in to Seller Central, explore Voice of the Customer, and set up Seller Labs for immediate alerts and actionable insights.
FAQ: Amazon Customer Reviews Dashboard & VoC
Amazon will retire the Customer Reviews dashboard on September 30, 2025. After that, sellers will use the Voice of the Customer (VoC) dashboard for customer experience tracking.
Amazon’s Voice of the Customer (VoC) dashboard, which includes CX Health, NCX Rate, Root Cause Insights, and AI Fix Recommendations.
No. Amazon does not provide a native export option. To preserve reviews, take screenshots or use a reputable third-party export tool.
VoC assigns color-coded performance categories: Excellent, Good, Fair, Poor, and Very Poor—helping sellers see which listings need attention.
Negative Customer Experience (NCX) measures the percentage of orders with customer-reported issues (returns, refunds, claims, messages, or reviews).
Ready to stay ahead of Amazon’s changes — and protect your brand reputation?
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