Amazon is currently testing a new feature on a small scale that publicly displays store age on the front end: showing sellers’ total orders over the past year and store age in the places buyers can see most easily. It has not yet been officially announced for a full rollout.

📌 Feature Test Status

The feature is being advanced through backend questionnaires. On product detail pages, below the Add to Cart and Buy Now buttons, a new small blue "Selling Company" entry is added.

Buyers can hover over this entry to directly view the store’s age and total order volume over the past year.

Canadian and European sites saw the first test samples, followed by buyer-side screenshots from the US site. It is currently in a small-sample grayscale research phase.

⚖️ Impact on Different Sellers

Good for established stores: for compliant accounts with years of operation and stable order volume, store age becomes a natural trust signal, giving a clearer conversion advantage in homogeneous competition.

New stores under pressure: cold start difficulty for new sellers increases. At the same price, buyers will naturally prefer stores that have operated longer, making it hard to offset the trust gap with low prices alone.

Competitor benchmarking becomes easier: among similar products, you can see rivals’ store age and order volume, and your pricing, stocking, and advertising strategies can be inferred more easily by competitors. Pay more attention to supply chain and brand moats that are "visible but hard to replicate."

Some also believe that most buyers add to cart and pay quickly, and likely will not proactively open this entry, so the impact on actual conversion may be limited.

💡 Seller Response Suggestions

First, check product detail pages on your own site to see whether this test feature has appeared. Progress varies by site and account.

Pay attention to account lifecycle management, and turn stable store age, order volume, and good performance into long-term reusable traffic assets.

Small sellers should avoid going head-to-head with large stores on volume, and focus on product differentiation, video, Q&A, A+ pages, and other dimensions to make up for weaker store age with product value.

As of today, Amazon has not issued an official announcement. The display format and covered sites may be adjusted or even taken offline. Monitor and plan ahead, but do not immediately overhaul your supply chain.

Going forward, those who survive and keep improving will not be players skilled at exploiting information gaps, but sellers who can withstand data scrutiny.