Walmart Expands Access to Review Accelerator for 2025
What’s New:
Walmart’s Review Accelerator, once limited to a few select vendors, is now more broadly available to both Sellers and Vendors through the Brand Registry. This program allows brands to pay a $100 fee per ASIN to request up to 25 verified purchase reviews quickly after launch.
How It Works:
- Eligible products must have fewer than 30 reviews.
- Walmart sends post-purchase review requests to customers who have already purchased the product.
- Brands are charged the $100 fee once the first review is posted — even if fewer than 25 reviews are collected.
Impact for Sellers:
- Faster review generation on new listings, helping to build early social proof.
- Boosted product credibility, potentially improving conversion rates earlier in a product’s lifecycle.
- Ideal for new launches, product refreshes, and slow-starting ASINs.
Actionable Tip:
If you’re launching new products or revitalizing underperforming listings, Review Accelerator can be a strategic tool to speed up traction — but budget wisely, as it’s a flat fee whether you get 1 or 25 reviews.
US Amazon Prime Membership Hits New High: 196 Million
What’s New:
According to CIRP’s March 2025 survey, US Amazon Prime membership has grown to an estimated 196 million individual users — a 9% increase from 180 million in March 2024. Despite previous predictions that Prime growth had plateaued, Amazon continues to expand its Prime user base steadily.
Key Highlights:
- 196 million US customers now use Amazon Prime (up from 180 million YoY).
- 75% of Amazon shoppers are Prime members — holding steady compared to last year.
- Growth is fueled by positive churn (existing customers rejoining) and overall online shopping expansion.
Impact for Sellers:
- Prime reach is stronger than ever, meaning fast shipping expectations, brand loyalty, and Prime-exclusive promotions (like Prime Day) remain critical levers.
- Opportunities for sellers who prioritize Prime eligibility, participate in Prime events, and build marketing strategies around Amazon’s most loyal customer base.
Actionable Tip:
Ensure products are Prime-eligible whenever possible, and start preparing for Prime Day 2025 — the audience is larger than ever.
Amazon’s Seller Bereavement Support Policy Sparks Strong Seller Reactions
What’s New:
Amazon recently outlined its updated Bereavement Support Process for Seller Accounts. If a seller passes away, Amazon requires that pending orders, customer messages, and outstanding payments continue to be managed during the verification period for account access transfer. Family members or estate representatives must submit formal documentation to take control of the account.
Key Seller Reactions:
- Frustration and outrage: Sellers heavily criticized Amazon on the forums, calling the policy “heartless” and questioning if “customer obsession” now takes priority over basic human compassion.
- Concerns about burden: Many sellers emphasized that grieving family members should not be expected to handle pending Amazon orders or customer service while mourning.
- Recognition of need for clarity: Some sellers, while sympathetic to the burden, appreciated Amazon’s step-by-step clarity to help families navigate account recovery during a difficult time.
Impact for Sellers:
- Sellers must proactively plan account succession to avoid additional stress on loved ones.
- Pending business obligations do not pause automatically — meaning customer experience standards and financial responsibilities continue even after death until account ownership is transferred or closed.
- Without clear preparation, family members could face delays, financial penalties, or reputational damage to the Amazon business.
Actionable Tip:
Take time now to secure your Amazon business:
- Document your login credentials, banking details, and account setup.
- Assign secondary users with limited access for operational continuity.
- Outline a succession plan in your legal documents (will or POA).
- Prepare a Business Continuity File to guide your loved ones if needed.
Final Thought:
While Amazon’s policy highlights important operational realities, the seller community’s emotional response shows the human cost behind eCommerce operations — and why proactive preparation is critical.
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