Amazon is currently testing a new feature on its e-commerce marketplace that showcases seller ratings in product search results. This new “seller rating” feature elevates the visibility of seller ratings on Amazon’s platform, making it easier for customers to make informed purchase decisions. While customer reviews and ratings have always been crucial in online commerce, this new element brings a new aspect to Amazon’s online shopping experience, as customers typically had to navigate through several clicks to view a seller’s rating. The experiment aims to provide customers with more transparency regarding the sellers they are purchasing products from.
The star rating system for products on Amazon is not a simple average of all reviews, but rather utilizes “machine-learned models” that factor in various elements such as the recency of the rating and the verified purchase status. It is unclear whether the same methodology is being used for seller ratings. Amazon has long grappled with the issue of fraudulent customer reviews for products, but the extent of fake reviews left on seller profiles remains unclear. Third-party sellers make up over 60% of the units sold on Amazon, and the tech giant has been expanding services and products for them, including generative AI tools in recent months. Revenue from third-party seller services accounted for nearly 25% of Amazon’s total revenue in the second quarter, underlining the importance of these sellers on the platform.
Amazon’s experimentation with displaying seller ratings in search results is a part of its ongoing efforts to enhance the customer shopping experience on its platform. The company is constantly innovating and testing new features to provide customers with more transparency and information when making purchasing decisions. The inclusion of seller ratings in search results is a significant change that aims to help customers evaluate sellers before making a purchase. Amazon has previously tested different ways to display product ratings on search pages, such as showing the star rating and the percentage of reviews that gave a certain rating, rather than the actual quantity of reviews. Additionally, the company has introduced AI-generated review highlights to further assist customers in making informed decisions.
The decision to include seller ratings in search results comes at a time when online reviews and ratings play a crucial role in driving consumer purchasing decisions. According to a study by Northwestern University’s Spiegel Research Center, nearly 95% of shoppers read online reviews before making a purchase. By showcasing seller ratings more prominently in search results, Amazon is catering to the growing demand for transparency and authenticity in online shopping. The company’s commitment to providing customers with accurate and reliable information will likely strengthen customer trust and loyalty, ultimately leading to a better shopping experience for all users of the platform.
While the impact of the new seller rating feature on Amazon’s platform is still being evaluated, it is clear that the company is focused on providing customers with the tools they need to make confident purchasing decisions. By experimenting with different ways to display ratings and reviews, Amazon is staying ahead of the curve in online commerce and setting new standards for customer experience. As the e-commerce landscape continues to evolve, features like seller ratings in search results will become increasingly important in building customer trust and driving sales. Amazon’s innovative approach to integrating technology and customer feedback will likely shape the future of online shopping and set new benchmarks for the industry as a whole.
