Recency matters after a formula, flavor, or packaging change because customers are evaluating the product they can buy now.
Older feedback may still be useful. It may show long-term product history, common objections, or why people bought the product in the first place.
But when the product changes, older feedback may not answer the current shopper’s question.
The current product needs current signal
Amazon says overall star ratings are not a simple average and that recency is one of the factors its model can consider.
That is useful public context. It means recent customer feedback should not be treated as cosmetic.
If a brand changes flavor, formula, serving format, packaging, count size, or instructions, the recent customer layer becomes more important because it reflects whether the new version is landing the way the listing says it should.
Flavor and formula changes are not small details
Amazon’s 2026 review-sharing announcement says reviews should continue to be shared only across minor variation differences that do not affect functionality. In a related Seller Forums reply, Amazon clarified that flavor, ingredients, and formulation fall on the significant-difference side of that policy.
For supplement, hydration, pet, food, and personal-care brands, that is a practical warning.
The customer may experience a new flavor or formula as a different product, even when the brand thinks of it as a variation.
Packaging changes can also change expectations
Packaging changes can affect customer perception in quieter ways.
A new pouch, scoop, serving count, bottle, label, or shipping format can create new customer questions. If older reviews mention a prior package, shoppers may wonder whether the feedback still applies.
That does not mean every packaging change needs a dramatic plan. It means teams should check whether the review base still reflects the version being sold.
The practical takeaway
After a formula, flavor, or packaging change, recency is part of listing readiness.
Teams should look for current customer signal, monitor whether new feedback matches the intended product experience, and avoid assuming old review strength fully carries the changed product.
For products heading into launch traffic, retail media, or event exposure, that recency gap can matter before the ads start.