Your listing had 70 reviews on Monday and 35 on Wednesday. Or a new launch had nine, and now it has none. Often there’s no email or warning, and Seller Support can’t tell you why.
When Amazon reviews are deleted from a seller’s listing, it’s almost always one of five things: Amazon removed reviews from buyers it took action against, your variations stopped sharing reviews, the listing was merged or split, Amazon suspects the reviews broke policy, or a display delay. Each one looks different once you know where to check, and only two of them can be undone.
| What you see | Likely cause | Can you get them back? |
|---|---|---|
| A few reviews gone, maybe with an Amazon notice | Reviewers’ accounts were actioned | No |
| Count dropped on some variations, not others | Variation review split (2026 change) | Sometimes, by fixing the variation theme |
| Count dropped right after a variation or listing edit | Listing merged, split or a child detached | Often, by fixing the family |
| All or most reviews gone at once | Suspected review manipulation | Rarely |
| Reviews gone, then back within a day or two | Display delay | They return on their own |
Sellers have reported all of these in the last two weeks alone. A brand-registered seller watched four reviews drop to zero at once. Another lost about half of roughly 70 reviews on a best seller in two days, after using Vine and the Request a Review button. A seller on Amazon.de lost all nine reviews during a launch and opened four cases without an answer.
1. Amazon removed reviews from buyers it actioned. Amazon also checks the accounts of the people who leave reviews. Some sellers get a notice that starts “Amazon has taken an action to remove from your listings product reviews” and explains that Amazon “has launched an automated process to suppress product reviews associated with such buyers” (Amazon Seller Forums). This usually says nothing about you as a seller. Amazon says it blocked hundreds of millions of suspected fake reviews in 2025 (Amazon), and genuine buyers sometimes get caught in checks that large.
2. Your variations stopped sharing reviews. From 12 February to 31 May 2026, Amazon rolled out a change so that variations with significant functional differences no longer share reviews. Color, pattern, pack size, secondary scent and same-function size variations still share. Sellers were meant to get an email about 30 days before their category changed (PPC Land). If the count dropped on some children and not others, start here.
3. The listing was merged, split or a child was detached. Reviews follow the variation family. Move a child out, or have Amazon merge or split the family, and the count on the page changes with it.
4. Amazon suspects review manipulation. Incentivized reviews, reviews from friends, family or related accounts, and insert cards asking for positive reviews all break Amazon’s rules. When Amazon pulls every review at once, this is usually why, and it can come with an account health warning.
5. A display delay. Counts sometimes drop and recover within a day or two. Wait 48 hours before you open a case.
Most sellers find a review drop weeks later, when the date that explains it is gone. SentryKit emails you when a listing’s star rating or rating count drops, checked once a day per listing, and alerts you to every new review.
The hard part is step 4. Most sellers notice the drop days or weeks later, when the date that would explain it is long gone.
Skip the manual check: SentryKit’s Parent Product Change alert emails you when the parent ASIN, the list of child ASINs or the variation theme changes, so a variation change can’t hide behind a review drop.
Rarely, if Amazon removed them for policy reasons. Removals tied to actioned buyer accounts are final, and cases about them tend to close with a template answer.
Variation problems are different. If reviews stopped sharing because of how the family is set up, Amazon says they can share again once you update the variation theme to fit the rules, for example using color variations for color differences rather than quantity (PPC Land). The same goes for a child that was detached by mistake.
I’d work out the cause before opening a case. A case that names the ASIN, the date and what changed, for example a child ASIN that left the family on 3 November and took its reviews with it, gives Seller Support something specific to check. A case that only says your reviews disappeared usually gets a standard reply.
Keep getting reviews the compliant way: Request a Review, Vine for new products, and a good product. Our guide on how to get reviews on Amazon compares them, and if the problem is a sudden wave of 1-star reviews instead, see what to check first.
SentryKit emails you when a listing’s star rating or rating count drops, checked once a day per listing, plus every new review as it lands, so you see the drop the day it happens with the date attached. Plans start at $19/month with a 14-day free trial. See pricing, or see how it works for private label brands.
Once you know the date your count dropped, you can usually tell which of the five causes you’re dealing with, and whether a case is worth opening.
See a review drop the day it happens
SentryKit watches 50+ signals on your ASINs, from reviews and ratings to variation and listing changes, and emails you when one changes. Plans from $19/mo.
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Sometimes. Some sellers get a notice that Amazon removed reviews associated with buyers who violated its policies. Many removals come with no notice at all, which is why it pays to track your review count yourself.
When every review goes at once, the usual causes are a variation or listing change that moved the reviews, or Amazon suspecting review manipulation. Check whether the listing’s variation family changed on the same date.
Anyone can report a review, but Amazon decides whether it breaks the Community Guidelines. A report alone doesn’t remove a review that follows the rules.
Yes. Your star rating is recalculated from the reviews and ratings that remain, so removing several positive reviews can lower it.
Reviews that stopped sharing because of the 2026 variation change can share again once the variation theme fits Amazon’s rules. Reviews removed for policy reasons don’t come back.
Raghav Tiwari · Founder, SentryKit
Raghav is the founder of SentryKit. He spent years running his own Amazon storefronts before building it, and writes about Buy Box strategy, competitive intelligence, and the platform shifts sellers can’t afford to miss.
