Amazon is changing how reviews are shared and combined across product variations. For years, sellers have relied on shared reviews across variations to help new listings gain traction and to help support weaker listings. This will no longer be allowed under Amazon’s new review sharing guidelines. This change matters because some listings may show fewer reviews or a lower star rating, which can hurt conversion rates and increase ad costs. Amazon is implementing this change to improve customer trust by ensuring reviews actually match the product being viewed. This improves the shopping experience by removing misleading or irrelevant feedback. In this post we’ll cover the changes to Amazon’s review sharing guidelines, ways sellers can confirm if their variations will be impacted, and steps sellers should take with their variations.