Amazon is officially changing how reviews work across product variations, and it’s a big deal for sellers who have relied on parent-level social proof. Starting February 12, 2026, review sharing will become more limited, pushing brands toward cleaner variation structures and more accurate reviews and trust signals.
What is Review Sharing Across Variations on Amazon?
Review sharing across Amazon variations has traditionally allowed customer reviews to flow between parent and child ASINs within a variation family. This means that all variations display a shared star rating and combined review count. This practice enables sellers to use stronger, legacy variations to prop up newer or weaker ones.
How is Review Sharing Across Amazon Variations Changing?
Beginning February 12, 2026, Amazon will only allow reviews to be shared between variations that have minor differences and do not impact product functionality. Examples of this include color, pattern, size, or quantity differences.
Amazon reviews will no longer be shared when differences affect how a product performs or is experienced by the customer. This includes changes in performance, flavor, scent, and fit. Amazon stated that this change is intended to improve review accuracy, help customers make more informed decisions, and increase trust.
Will Changes in Review Sharing Across Variations Impact Amazon Sellers?
Sellers who rely on hero variations to carry the heavy weight in terms of positive reviews will suffer the most. Listings that relied on inflated parent-level ratings may see an immediate drop in visibility, reviews, and star ratings, which can significantly impact conversion rates.
On the flip side, this change rewards listing accuracy and strong product fundamentals. Variations that deliver value can now stand out without being diluted or misrepresented. This means your highest-rated products will have even better star ratings, without the lesser-performing variations dragging the average down.
How Should Amazon Advertisers Prepare for the Variation Reviews Change?
For advertisers, this shift should prompt a strategy revisit, as it’s possible you are bringing traffic towards a lesser-performing variation, leading to lower conversion rates. It makes sense to audit your campaigns once this goes into effect in February, to ensure that you’re focused on highly rated variations to promote better conversion rates.
With the constant updates in online marketplaces, it’s important to stay up-to-date with the latest changes. If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
For more updates on marketplaces, visit our full Marketplace Updates content gallery
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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