Amazon Seller Feedback Update: Star Ratings Made Simpler (and Safer)
Starting August 4, Amazon is rolling out a new way for customers to leave seller feedback: star-only ratings, no written comments required. The goal is to drive more participation from satisfied buyers who previously skipped feedback.
Early tests suggest this update could increase the number of seller ratings and improve average scores, since buyers with smooth, issue-free orders are now more likely to leave a quick star rating.
What Sellers Should Know
- Star-only ratings are live: Customers can rate without writing a comment, removing friction from the feedback process.
- Low-star safeguards: Any rating below four stars will require the customer to select a reason. If the reason doesn’t relate to seller performance, Amazon will suppress it.
- Built-in protection: Amazon will automatically detect and remove abusive or irrelevant feedback. You can still report questionable feedback using “Report a Violation.”
Potential Benefits
- More feedback, faster: Expect a rise in total seller ratings, especially from silent but satisfied customers.
- Higher average scores: Increased participation from happy buyers may nudge your seller rating upward, improving buy box eligibility and buyer trust.
Risks and Ramifications
- Gaming the system: It’s possible that bad actors could use star-only ratings to manipulate feedback scores. For example:
- Competitors could still leave low ratings with minimal justification
- The lack of written context makes it harder to dispute ambiguous or vague feedback
- Review ambiguity: Without written comments, it’s tougher to learn from negative experiences or defend against unfair feedback
- False positives slipping through: While Amazon claims to filter out irrelevant low ratings, the automation may not always get it right, especially in fringe cases
What to Do Now
- Monitor your feedback closely in Feedback Manager
- If you see a sudden dip, check for unusual activity and flag it early
- Double down on post-purchase experience and shipping reliability, since those are the most common causes of negative seller feedback
This update simplifies the feedback process for customers, but sellers should keep a close eye on how this plays out, especially in categories prone to abuse or heavy competition.
Category Chaos: Handmade Sellers Crushed by Amazon’s Reclassification
Several handmade sellers were blindsided last week after Amazon reassigned their listings into unrelated or non-existent categories without notice. One of the hardest-hit groups appears to be vinyl and decorative sticker sellers, many of whom report sales dropping from $100 per day to zero within 48 hours.
Listings that once ranked high in “handmade decorative stickers” were silently moved into categories like “mailboxes,” “scrapbooking,” or “sticker machines.” Those new categories have no relevance to the original product and offer poor buyer visibility. Worse, sellers say the original category appears to be gone entirely.
“My entire sales ranks got yeeted in one day. I went from averaging 10 to 15 sales a day to zero. This is the worst week I’ve had in 7 years.”
What’s actually happening
- Amazon is running a category reclassification sweep affecting some Handmade and niche categories
- No emails or seller-facing alerts are being sent
- Some browse nodes have been deprecated or removed entirely
- Listings are being reassigned automatically to irrelevant categories
- Best Seller Rank data is wiped in the process, killing discoverability
Sellers using “GUILD_HOME” or other handmade item-type keywords are still seeing those labels on the backend, but their items are now buried under irrelevant parent categories with no traffic.
What this means for sellers
- Sales disruption: Even top-performing listings are seeing traffic dry up overnight due to category misalignment
- Zero recourse: If a category is removed, there is no way to revert or restore your previous rank
- Support dead ends: If you mention Handmade or reclassification in a case, it often gets denied or routed incorrectly
- Algorithm confusion: Ads underperform and organic rankings vanish when the listing’s category doesn’t match shopper expectations
Could this be abused?
Absolutely. While this issue is likely systemic rather than malicious, there’s room for exploitation:
- Competitors could report your listing or manipulate category mapping to trigger reclassification
- Star-only seller feedback combined with category mismatches could lower your seller rating or visibility without cause
- Once a product is mislabeled, it’s harder to recover because Amazon’s auto-mapping will continue reinforcing the wrong category
What you can do now
- Pull a Category Listing Report
Navigate to Reports, then Inventory Reports, and download the Category Listing Report. Look at the “Product Type” and “Item Type Keyword” fields. If they show outdated values or categories that no longer exist, you’ve been moved. - Open a support case the right way
Choose a call over email whenever possible. Use the “Connect Now” feature in Seller Central for urgent listing issues. Do not mention Handmade or reclassification. Ask to speak to a catalog specialist and explain that your listing was assigned to the wrong category and needs to be reviewed. - Map to the next best viable category
Ask the catalog specialist to list current options for sticker-related categories. You may not be able to get back what was lost, but you can move to something that at least restores discoverability. - Monitor all listings weekly
Make this a part of your regular operations. Check category assignments, especially if sales suddenly dip and nothing else changes.
The bottom line: Amazon’s reclassification process is deeply flawed, and small businesses are paying the price. Sellers who built years of sales history are losing everything overnight due to silent backend changes. Until Amazon fixes this, vigilance is the only defense.
Amazon Seller Tip: Reduce Returns in One Simple Step
Amazon has rolled out a new feature inside the Voice of Customer dashboard called Return Reduction Recommendations. This tool helps sellers cut down on returns by surfacing real customer feedback and turning it into clear, actionable listing improvements.
Here’s what it offers:
- Detail page fixes based on Q&As and return reasons
- Smart content placement suggestions so buyers find the info they need before purchasing
- Insights into customer expectations to help prioritize which details to add
- Estimated financial savings from reducing return-related costs
- Category benchmarks to see how your listings compare to top performers
This is one of the simplest ways to protect margin without touching pricing or ads. If you haven’t checked your Voice of Customer dashboard lately, now’s a good time to do it. Look for the new recommendations tab and start making the changes Amazon is literally telling you buyers are asking for.
Walmart Makes a Play for Collectibles: Marketplace Debuts at The National
Walmart is making moves in the collectibles space, officially debuting its Marketplace at The National Sports Collectors Convention for the first time. The event is one of the biggest in trading cards and memorabilia, and Walmart showed up with serious intent.
This activation marks a new chapter for Walmart’s third-party marketplace strategy, signaling its interest in high-value, passion-driven verticals like sports cards, limited edition merchandise, and collectibles. The booth featured sellers like Dave & Adam’s Card World, Hit Parade, and Goldin, all of whom already list on Walmart.com.
Why this matters for sellers
- New growth channel: Walmart is actively recruiting collectible-focused sellers to bring more niche and enthusiast inventory online
- Vertical expansion: This is a clear step toward curating marketplaces by category, not just opening the floodgates
- Omnichannel opportunity: With Walmart’s retail muscle, sellers who succeed online could find themselves invited into stores, events, or other brand experiences
The takeaway
If you’re in the collectibles or hobby space, especially with authentication, limited runs, or licensed inventory, Walmart is opening the door. It’s no longer just an Amazon alternative for household staples. It’s becoming a real player in curated commerce.
Walmart Tightens Marketplace Rules with New Trust and Safety Vision
Walmart is stepping up its commitment to a safer and more trusted Marketplace with a sharpened focus on proactive enforcement, AI-powered detection, and transparent seller standards. In its latest announcement, Walmart outlined how it’s using data, automation, and partnerships to reduce fraud, elevate the customer experience, and hold sellers more accountable.
What’s new
- AI detection: Walmart has rolled out new tools to identify and remove problematic listings faster, especially in high-risk categories
- Seller scoring transparency: Expect more visibility into how Walmart evaluates seller performance, including metrics tied to product authenticity and order reliability
- Stricter onboarding and monitoring: New sellers face more scrutiny during setup, and existing sellers may see increased monitoring if flags are triggered
What this means for sellers
- Clean sellers benefit: If your listings are compliant and your metrics are strong, this push helps weed out bad actors and improve buyer trust
- No room for error: Misclassifications, vague titles, or poor fulfillment can trigger warnings or even suspension
- Be audit-ready: Keep invoices, product documentation, and brand authorization letters on file and ready to submit
Walmart isn’t just chasing growth anymore. It’s building a defensible marketplace by aligning with consumer trust and long-term seller quality. If you’re selling branded goods or products in sensitive categories, now’s the time to tighten your catalog and get ahead of any compliance blind spots.
Walmart Urges Sellers to Start Holiday Prep Now with New Summer Guide
Walmart is sounding the alarm early: holiday prep starts now. In its latest seller update, Walmart shared a summer checklist to help brands get ahead of the Q4 rush. With higher competition, tighter fulfillment windows, and a growing shopper base, sellers who wait until October will be playing catch-up.
Key prep areas Walmart is highlighting
- Optimize listings now: Make sure your top SKUs have quality images, rich copy, and correct categorization
- Align inventory early: Walmart recommends shipping peak-season inventory to WFS by mid-October
- Leverage deals: Prepare Lightning Deals and promotions now to secure approval and placement
- Enable expedited shipping: Faster shipping is proven to boost conversions during peak season
- Audit performance metrics: On-time shipping and order defect rates matter more than ever in Q4
What sellers should do now
- Review your catalog’s readiness inside Seller Center
- Submit holiday deal applications early
- Consider bundling or value-pack offers to stand out
- Test WFS now if you haven’t already—it’s Walmart’s preferred method for fast, reliable delivery
Walmart’s message is clear: Q4 winners are built in Q3. Start early, optimize now, and be deal-ready before the rush hits.
New eCommerce Tools for Sellers: July 2025 Roundup
Practical Ecommerce released its latest monthly roundup of tools, spotlighting platforms and services designed to help brands boost conversions, improve content, and streamline backend operations.
Here are a few highlights worth noting:
Top tools featured this month
- LoudCrowd’s Shoppable UGC
Helps brands turn TikTok and Instagram content into on-site shoppable galleries, with direct links to product pages - AI Listing Enhancers from Epinium
Automates title, bullet, and backend keyword creation using real-time Amazon data and SEO best practices - Storfund’s Instant Payment API
Gives Amazon and marketplace sellers access to daily payouts instead of waiting for the standard payment cycle - Tagshop’s TikTok Shop integration
Makes it easier for DTC brands to link products and build storefronts directly inside the TikTok ecosystem - Channext’s Partner Marketing Hub
Enables manufacturers and wholesalers to provide marketing content directly to distributors and retail partners
Why it matters
As tools get more niche and AI-driven, the edge often comes from stacking the right mix. Whether you’re improving PDPs, reducing cash flow strain, or expanding into social commerce, there’s likely something in this roundup to test this quarter.
Amazon’s Ad and Cloud Growth Leaves Retail in the Dust in Q2
In Q2 2025, Amazon’s advertising and AWS cloud divisions once again outpaced the company’s core retail growth, highlighting where the real momentum lies.
Amazon reported an 8 percent increase in total net sales, but advertising revenue jumped 17 percent and AWS climbed 13 percent. In contrast, physical store and eCommerce sales were relatively flat, showing that Amazon’s real growth engine is no longer traditional retail.
Why this matters for sellers
- Advertising is driving profit
Amazon is prioritizing ad revenue, which means more Sponsored placements, new formats, and likely higher CPCs in the near future - Retail is no longer the lead story
The company’s focus is shifting to monetized services and infrastructure rather than pure product sales - Smarter tools are coming
With AWS and Ads both growing fast, expect deeper integration between campaign tools, automation, and data insights
The takeaway is clear. Amazon is evolving into more of a platform company than a pure retailer. Sellers who lean into performance advertising and invest in differentiating their content will be better positioned as the marketplace becomes more pay to play.
Why the eCommerce Disruption Era Is Over
According to new insights from Colliers and Retail Dive, the era of eCommerce as a disruptive force is no longer the central story in retail. Physical stores still account for more than 76 percent of core retail sales, and their role is expanding, not shrinking. While online sales remain important, the idea that digital would completely replace brick-and-mortar has not panned out.
This doesn’t mean eCommerce is stalling, it means it’s now part of a broader omnichannel strategy rather than an upending force.
Confirmed trends and takeaways
- In-store fulfillment is driving eCommerce growth
In 2024, more than one-third of online sales were fulfilled via stores, such as through curbside pickup or ship-from-store models. That figure is expected to rise above 36 percent in the next five years. - Returns are an operational headache
Returns reached $890 billion in 2024, around 17 percent of total retail sales. In-store returns may boost additional purchases, but they also tie up staff and reduce revenue per square foot. Retailers are balancing in-store, outsourced, and hybrid return solutions. - DTC brands are embracing physical retail
Once digital-only brands are now opening stores or selling wholesale through legacy retailers. Even Nike had to walk back its DTC-first strategy in favor of channel diversification. - Brick-and-mortar expansion is real
Between 2018 and 2023, the U.S. saw more than 18,900 store openings. Burlington alone acquired 45 Joann leases to support aggressive growth. Shopping center occupancy hit a ten-year high in Q1 2025 with a national vacancy rate of just 4.2 percent. - Tariffs and inflation are reshaping retail economics
Rising global costs and consumer price sensitivity are pressuring margins. Retailers are exploring new revenue streams beyond product sales—such as monetizing store space, launching retail media, or offering services—to stay competitive.
Additional trends worth noting
- Experience matters more than ever
Physical stores are being reimagined as brand experiences. Design, customer service, and integration with digital touchpoints are critical to loyalty and conversion. - Landlord leverage is back
With low vacancy rates, retailers have less negotiating power on leases than they did during the pandemic. Selective rent relief may still happen, but mostly for small or discretionary tenants. - Store closures are not about eCommerce
Retail bankruptcies and closures are now more tied to poor operations or oversaturation—not digital disruption. Brands failing today are typically those that lacked agility or relevance, not simply those with too many stores.
Bottom line: The eCommerce gold rush is over, but the channel is still a pillar of retail strategy. The winning playbook now combines physical stores, flexible fulfillment, clear return processes, and a differentiated brand experience across all customer touchpoints.
TikTok Takes Over the Mall—Out of Your Phone and Into Real Life
TikTok is making its way from phone screens to shopping centers. In a new partnership with Rockbot and Westfield, TikTok content will now be displayed on big screens in select malls across the country. The goal is to bring trending TikTok content into real-world retail environments to engage younger shoppers and create buzz for brands.
What’s happening
- Westfield malls across the U.S. will now stream curated TikTok videos in common areas and food courts
- Content will include viral creators, product highlights, and culturally relevant clips
- The programming is powered by Rockbot, which already handles audio and visual experiences for major retail locations
- TikTok says the move is designed to bridge digital and physical shopping behavior
Why it matters for brands and sellers
- TikTok commerce is growing fast
TikTok Shop and affiliate selling are already on the rise. This new activation adds another layer of visibility for products and creators tied to trending content - Brands with TikTok presence could see IRL halo effects
If you have creator partnerships or viral products, there’s now a chance they could show up in malls and influence shoppers in real time - TikTok is building lifestyle presence, not just app engagement
This signals a shift from platform to ecosystem, which could drive more social commerce adoption across age groups
The takeaway: TikTok is becoming more than a digital channel, it’s becoming part of the real-world shopping experience. For sellers investing in creator partnerships, affiliate links, or organic content, this opens up a new layer of discovery and brand building that extends beyond the screen.
Grainger CEO Doubles Down on Digital as Key to Long-Term Growth
While many B2B distributors are slowing investments, Grainger is leaning in. On its latest earnings call, CEO D.G. Macpherson made it clear that digital remains central to the company’s long-term strategy even as industrial sectors face pressure from inflation and global uncertainty.
Key takeaways from Grainger’s digital focus
- Over 80 percent of U.S. revenue now flows through digital channels, including eCommerce, EDI, and eProcurement
- Grainger continues to invest in performance enhancements like faster site speed, improved search relevance, and automated tools
- The company is expanding personalization efforts, tailoring content and recommendations based on customer type and behavior
- Macpherson emphasized that digital self-service tools are improving buyer satisfaction and driving repeat orders across all customer segments
Why this matters beyond B2B
- Digital convenience is now standard
Buyers expect frictionless search, fast checkout, and easy reorder flows, no matter the category - Tech investment improves both front and back end
Grainger’s digital upgrades reduce buyer friction while increasing operational efficiency behind the scenes - Omnichannel applies to everyone
Grainger blends its field reps, inside sales, and digital touchpoints into one cohesive customer experience
Bottom line: Digital is not a side project—it’s the foundation. Grainger’s success proves that long-term growth comes from investing in tech infrastructure that meets modern buyer expectations. Whether you’re in B2B or DTC, now is the time to build smarter systems that serve customers better and scale more efficiently.
Kroger Centralizes Retail Media Under 84.51° to Boost Advertiser Value
Kroger is consolidating its retail media and data science units to unlock more value for advertisers. The company announced that Kroger Precision Marketing (KPM) will now operate entirely under its 84.51° data science division, bringing media and analytics together under one roof.
What’s changing
- KPM, previously a standalone entity, is now fully integrated into 84.51°
- The move is meant to improve how advertisers access targeting, measurement, and campaign insights
- This consolidation aims to strengthen closed-loop performance visibility, a key selling point in retail media
- Kroger plans to increase investment in AI-driven audience segmentation and predictive analytics
Why this matters for brands
- Retail media is getting more sophisticated
Brands will benefit from deeper insights, more accurate targeting, and cleaner attribution when advertising on Kroger platforms - Data and ad strategy are no longer separate
This integration sets a standard for other retailers to follow as media networks mature and advertiser expectations rise - More pressure on smaller marketplaces
As giants like Kroger improve their retail media stack, emerging platforms will need to match targeting precision and measurement capabilities to stay competitive
The takeaway: Retail media is moving from test and learn to scaled performance. Kroger’s play to fuse media and data into a single operation signals where the market is heading. For brands, this means better tools, clearer results, and a growing expectation to allocate more budget into retailer ecosystems that offer measurable return.
Amazon’s Ad Business Surges 22 Percent to $15.7 Billion in Q2
Amazon’s Q2 ad revenue hit $15.7 billion, marking a 22 percent year-over-year increase and solidifying advertising as one of the company’s most powerful growth engines. It’s now a larger contributor to profits than Prime, physical retail, or even international sales.
What’s fueling the growth
- Sponsored Products and Sponsored Brands continue to drive strong ROI for sellers and vendors
- New tools like Performance+ and AI-generated video are making it easier for brands to scale creative and media
- Brands are moving more budget to Amazon due to its closed-loop attribution and direct-to-cart intent
Why this matters for sellers
- Competition is heating up
With more brands bidding on ad placements, cost per click is rising. Precision targeting and content quality are now non negotiables - Ad tech is evolving fast
Amazon is becoming a full-stack ad platform, with self-serve tools, real-time optimization, and integrated audience insights - Pay to play is the norm
Organic visibility continues to shrink. If you want traffic, ads are the toll booth
The takeaway: Amazon ads are no longer a side hustle, they’re the main driver of platform profit. For sellers, that means strategy, creative, and budget allocation around advertising need to be sharper than ever. Ignore it, and you’ll get left behind.
Walmart Hits the Road with New Campaign Focused on Value and Local Pride
Walmart is rolling out a new national campaign called “Walmart: On Your Side”, spotlighting local communities and affordability as it heads into the back-to-school season. The campaign includes a mobile tour that will visit multiple U.S. cities, featuring giveaways, local artists, and brand activations aimed at reinforcing Walmart’s everyday value promise.
What’s included in the campaign
- A branded Walmart bus tour stopping in cities like Atlanta, Houston, and Los Angeles
- In-store events, TikTok influencer partnerships, and bilingual storytelling
- A focus on school essentials, household goods, and local small businesses
- Digital and streaming ads highlighting Walmart’s role in helping families stretch their budgets
Why this matters for marketplace sellers
- Brand halo effect
National campaigns like this build broader trust and visibility. If your products are listed on Walmart.com, this initiative could help drive indirect traffic and lift overall conversion - Localized storytelling is back
Walmart is tapping into regional identity and consumer pride—something DTC brands and marketplace sellers can mirror in creative and targeting strategies - Increased attention during seasonal peaks
With back to school and holiday just around the corner, this tour signals Walmart’s intent to own the value narrative nationwide
The takeaway: Walmart isn’t just competing on price—it’s investing in connection. Sellers should pay attention to how this campaign blends community, content, and commerce to drive relevance where it counts most: at the local level.
Target Partners with Tot Squad to Launch Baby Concierge Services
Target is teaming up with Tot Squad, a wellness services platform for parents, to offer “baby concierge” appointments that help new and expecting parents navigate everything from car seat safety to feeding routines and sleep training. The service is now live and integrates with Target’s baby registry and product assortment.
What’s included in the concierge program
- One-on-one virtual consultations with child development experts
- Guidance on choosing products from Target’s baby assortment, including registry picks
- Support on parenting topics like sleep schedules, feeding methods, gear recommendations, and more
- Integration with Target’s existing baby product ecosystem, making it easy to shop recommended items directly
Why this matters for marketplace and DTC baby brands
- New path to product discovery
Expert recommendations can drive meaningful traffic and conversion for featured items in Target’s assortment - Trust building through services
This program adds a high-touch layer to the shopping experience, giving brands a chance to align with credibility and care - Increased registry influence
If your product is registry-eligible and optimized, this program could push it into more carts through personalized guidance
The takeaway: Target is doubling down on blending expert service with curated commerce. For baby brands on Target’s marketplace or shelf, now’s the time to ensure listings are optimized and registry-ready. This is not just about selling products—it’s about being part of a trusted experience for new parents.
Instacart Launches Back-to-School Hub with Freebies and Exclusive Deals
Instacart is getting in on the back-to-school action with a seasonal shopping hub designed to help families save time and money. The campaign includes free products, limited-time discounts, and a curated selection of school supplies, groceries, and essentials from retail partners like Walmart, Walgreens, and Dollar Tree.
What’s in the promotion
- Free product giveaways with select brand purchases
- Category-specific discounts on snacks, lunch supplies, personal care, and paper goods
- A curated Back to School hub inside the Instacart app and web platform
- Participation from top CPG brands and national retailers
Why it matters for brands and sellers
- High-traffic visibility
The seasonal hub gives participating brands front-and-center placement during a peak shopping window - Collaborative promotions
This is a chance to pair your product with larger CPG campaigns to boost trial and cross-sell opportunities - Quick access to conversion
The one-click purchase experience on Instacart shortens the path from inspiration to checkout
The takeaway: Instacart is positioning itself as more than a grocery delivery service. It’s becoming a back-to-school discovery engine. For CPG brands and grocery-linked products, tapping into these campaigns is a smart seasonal play to drive volume and visibility.
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