Amazon is always evolving, and sellers who keep up win. In 2025, one of the most talked-about updates is something small—almost unnoticeable at first glance—but it could have big implications:
Instead of showing “X+ orders in the past month” on search result pages, Amazon is now testing “X+ customers reorder this item.”
If you’ve seen this, you’re not alone. Amazon appears to be running an A/B test across different categories, swapping out the familiar order volume indicator for a new focus: repeat purchasing behavior.
So what does this change mean? Is Amazon shifting its priorities? And how should sellers respond?
In this blog post, we’ll unpack:
- What the reorder count display is and where it appears
- Why Amazon might be running this A/B test
- How reorder count could influence shopper behavior
- Implications for seller strategy and listings
- What to monitor if you’re part of the test
- What you should be doing right now
Let’s get into it.
🔍 What’s Changing in Amazon Search Results?
For years, Amazon has displayed a subtle but powerful piece of social proof in search results:
“1K+ bought in past month” or “500+ purchased in last 30 days.”
This metric gave shoppers a fast and easy way to assess a product’s popularity and credibility.
But now, some sellers are noticing a new phrase in the same place:
“X+ customers reorder this item.”
It’s still positioned beneath the listing title and above the star rating, but the language and intent are different.
Here’s a side-by-side comparison:
| Old Metric | New Metric |
|---|---|
| “1,000+ bought last month” | “1,000+ customers reorder this item” |
Amazon is essentially swapping volume-based social proof with loyalty-based social proof.
And that tells us something important.
🧪 Why Is Amazon Testing Reorder Counts?
This isn’t just a cosmetic change. It reflects a strategic shift in how Amazon wants shoppers to perceive product value—and how sellers should think about performance.
Here are three likely reasons behind the A/B test:
1. Amazon Wants to Highlight Long-Term Value
By showcasing reorder counts, Amazon is pushing the idea that repeat purchases = trust.
A product that’s frequently reordered likely:
- Delivers on its promise
- Provides consistent quality
- Satisfies a recurring need
- Keeps customers coming back
This aligns with Amazon’s broader focus on customer lifetime value (CLV) and repeat purchases—especially for FBA, Subscribe & Save, and replenishable goods.
2. It Could Combat Fake or Inflated Order Volume
Let’s face it—some sellers have used shady tactics to inflate order counts, including giveaways, rebates, or artificial traffic. But reorder counts are harder to fake.
This new metric gives Amazon (and shoppers) a more reliable indicator of product trust and loyalty, rather than just initial hype.
3. It Encourages Sellers to Focus on Quality and Retention
If reorder data becomes a key performance signal, sellers will be encouraged to:
- Improve product quality
- Deliver excellent post-purchase experiences
- Use better packaging and follow-up
- Launch subscription-friendly SKUs
This is good for Amazon’s long-term reputation—and ultimately for sellers who play the long game.
🧠 How Might This Change Shopper Behavior?
So how does a switch from “orders” to “reorders” affect what buyers do?
Here are a few possible impacts:
✅ Builds More Trust for Consumables
Shoppers buying food, supplements, cleaning products, or beauty items will feel more confident seeing “5,000+ customers reorder this item.”
It signals the product is not only good—it’s good enough to buy again.
✅ Prioritizes Loyalty Over FOMO
Instead of triggering impulse buys based on recent spikes, Amazon might be steering customers toward longer-term value.
“Lots of people are buying this” becomes
→ “Lots of people keep buying this.”
That’s a powerful mindset shift.
✅ Changes How We Think About Social Proof
Social proof is all about trust. But not all forms of trust are equal. A high “bought in last month” count can come from a viral trend or aggressive ads. A high reorder count implies real, earned loyalty.
Expect shoppers to start valuing the latter more, especially in 2025 as eCommerce becomes more relationship-driven.
📊 Seller Implications: What This Means for Your Strategy
If this test rolls out platform-wide, it could have serious ripple effects on how sellers launch, advertise, and measure success.
Here’s what to keep in mind:
🔄 1. Reorder Rate Might Become a Key Metric
Today, most sellers focus on conversion rate, ACoS, and session volume.
But if Amazon starts emphasizing reorder counts in search, sellers may need to optimize for repeat purchase rate as well.
Track how many customers come back to buy again. Start analyzing lifetime value (LTV)—not just first-time ROAS.
💬 2. Product Reviews and Quality Matter More Than Ever
A product with 3.5 stars and a bunch of refunds is unlikely to generate reorders. In fact, if reorder data becomes public, it will penalize low-quality products even harder.
Make sure you’re:
- Addressing negative feedback
- Updating packaging/instructions
- Offering post-sale support
- Using product inserts (within TOS) to encourage retention
🛒 3. Subscribe & Save Just Became Even More Important
If Amazon is shifting focus to reorders, Subscribe & Save sellers have the upper hand.
Start thinking:
- Can I bundle this for a 30-day supply?
- Should I launch a Subscribe & Save offer?
- How can I retain monthly customers?
Reorders + subscriptions = high visibility in this new model.
📸 4. Listing Content Needs to Emphasize Loyalty
If reorder count becomes a selling point, you should highlight your repeat buyer appeal in your content.
For example:
- Use bullet points like: “Loved by over 10,000 repeat customers”
- Include lifestyle photos showing long-term use
- Add testimonials from loyal customers in A+ Content
This builds trust and aligns with Amazon’s direction.
🎯 5. PPC Might Need Adjusting
If reorders influence visibility or conversion rates, PPC bidding strategies may need to adjust.
Products with higher reorder rates may:
- Perform better on long-tail, high-intent keywords
- Win more placements at lower bids (due to better conversion history)
- Require less spend to maintain visibility once a reorder loop is established
Keep a close eye on your search term report and advertising analytics to see what changes over time.
🧪 What to Do If You’re Seeing This A/B Test
Some sellers are already part of this A/B test—whether they know it or not.
Here’s what you should do:
✅ Take screenshots of your listings in search
✅ Compare visibility vs. listings still showing “orders”
✅ Track changes in click-through rate (CTR) and conversion
✅ Monitor feedback from customers and reviews
✅ Ask yourself: “If reorder count becomes permanent, how does that affect my product lineup?”
🛠️ How to Prepare Now—Even If It Hasn’t Hit Your Niche Yet
You don’t need to wait for this test to go global. Proactive sellers can start positioning today:
- Focus on customer retention
- Launch bundles or variations that encourage repeat purchases
- Use Amazon Brand Analytics to understand buyer behavior
- Start tracking reorder rate manually with repeat purchase analysis
- Incorporate “trust language” into your listing copy (“Over 5,000 loyal buyers,” etc.)
✍️ Final Thoughts: Reorders > One-Time Orders?
Amazon’s move from showing “orders” to “reorders” in search results isn’t just a UI change—it’s a strategic signal.
Amazon is telling sellers and customers alike:
It’s not just about what sells fast—it’s about what sells again.
This subtle shift could:
- Reward higher quality products
- Boost long-term-focused brands
- Help Amazon build a more trusted marketplace
- Make fly-by-night sellers and low-quality listings less competitive
If you’ve been playing the long game, this is great news.
If not—it’s time to start thinking retention, not just acquisition.
Need help adapting your Amazon strategy to the latest changes?
At Marketplace Valet, we help brands optimize for what matters most—whether it’s visibility, conversion, or now, retention.
📩 Let’s talk about future-proofing your Amazon strategy.
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