Amazon’s “Customers Say” Review Summary: How to Fix What It Says About You

Scroll to the reviews on almost any Amazon product and the first thing you’ll see is a short paragraph under the heading “Customers say.” Amazon’s AI writes it from your reviews. For a lot of shoppers, it’s the only part of the reviews they read.

If it says your product “runs small” or “stopped working after a month,” that’s what shoppers walk away with. And now Amazon’s shopping AI repeats the same themes when it answers questions about your product.

How Amazon writes it

Amazon has explained the basics. It only uses written reviews from verified purchases, and it only creates a highlight when multiple customers share the same opinion. Underneath the paragraph, it adds tappable topics like “Ease of use” or “Durability” that filter the reviews.

So it isn’t random. If something shows up in “Customers say,” more than one customer said it.

Why sellers get frustrated

Since the feature launched, sellers have complained that it overweights a handful of negative reviews and leaves a skewed impression. Some of that is fair. A few loud reviews can dominate the summary.

But here’s the honest version: in most of the accounts I’ve looked at, the summary is pointing at something real. It just says it more bluntly than the seller would.

You can’t edit it. You can change it.

There’s no button to rewrite the summary. What you can do is change what the reviews say.

1. Find the theme. Read your 1, 2 and 3 star reviews and tap the topics under “Customers say.” Look for the complaint that repeats.
2. Decide what kind of problem it is.

• Expectation problem. The product is fine, but customers expected something else. “Smaller than expected” usually means your images and bullets don’t show the size clearly. Fix the listing.
• Instruction problem. Customers are using it wrong. Fix the insert, the packaging or the setup steps, and add the answer to your bullets.
• Product problem. The lid really does break. Fix the product. No listing copy will outrun it.

1. Get more recent reviews. New reviews about the fixed version push the old theme down over time. For new or updated products, Amazon Vine helps.
2. Report clear errors. If the summary says something that isn’t true of your product, Amazon has said sellers can contact Seller Support about it. Keep it factual and show the reviews.

The bigger point

The summary is just Amazon’s AI reading your reviews out loud. The fix is the same as it’s always been: give customers what the listing promised. Brands that treat reviews as product feedback, not a reputation problem, win this one.

Source: Amazon: how review highlights work

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Written by

Troy Marchand, CEO

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