“Amazon (AMZN) is experimenting with removing customer ratings from its product search results page, a test that the retailer says could make it easier for shoppers to scan its vast selection of products.

The “limited test” affects only a small set of products, the company told Fortune on Thursday, and only affects the search results page, with star ratings and review count totals still available on individual product pages.”

Amazon completely killing reviews in search results? No way.

We often tell our clients that only thing that matters on an Amazon listing is the price, reviews and pictures in the carousel. Whilst that isn’t entirely true, Amazon has the most rabid customer eCommerce has ever seen. Conversion rates can be 2-10x better than other competing product detail pages on other eCommerce sites.

I do believe Amazon will continue to test but I can’t see Amazon rolling this out across all searches UNLESS the entire category has a low overall product rating. Remember when Neflix killed rating and shifted to thumbs up/thumbs down? This was clearly a move to “hide” lower reviews as their content splurge started to hit the site. Amazon is no Zalando who in 2023 killed all reviews but don’t be surprised to see some of your searches hiding a few where it will be to their advantage.