Amazon Request Review: Amazon box and cell phone

Spotted: Is Amazon Introducing a ‘Request a Review’ Button for Sellers?

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On November 12, 2019, the Jungle Scout team spotted a new button on the ‘Order details’ screen in Seller Central labeled ‘Request a Review.’

NOV. 22 UPDATE: Since our initial report, we’ve received a ‘Request a Review’ email from Amazon. We’ve updated this article to reflect the latest information related to this feature.



What is Amazon’s “Request a Review” button?

Amazon’s ‘Request a Review’ button appears in a user’s Seller Central account in a unique order’s ‘Order details’ section. Upon clicking the button, Amazon presents sellers with this page:

It reads:

Request a Review

We don’t require you to request reviews because our systems already do that at no cost to you. However, if you prefer to request a review for this order, please use this feature instead of asking the customer via email or buyer-seller messaging.

When you use this feature, we will send the customer an email requesting product and seller reviews for this order. We automatically translate review requests to the customer’s preferred language.

Are you sure you want to request a review for this order?

After clicking yes, you get this final screen:

It reads:

Request a Review

A review will be requested for this order. (Note: We will suppress this request if a review has already been requested for this order)

Once the initial review request is sent, you cannot send a follow-up to that same customer. This is likely Amazon’s attempt to stop sellers from “spamming” customers. 

Note that some sellers are able to send requests for reviews within hours after an order is placed, while others receive a message informing them that they have to wait at least four days after delivery before sending a request.

What does the ‘Request a Review’ email look like?

We received Amazon’s ‘Request a Review’ email four days after purchasing fundraising bracelets from the online store. This is what we received:

Along with the links at the bottom of the email, two clickable 5-star graphics take buyers to their Amazon account where they can leave both a star-rating and a review. And above those, the copy of the email reads:

Did your recent Amazon order meet your expectations? Review it on Amazon

Your opinion matters!

Seller Scott Berget Designs requests you to share your experience for your recent order with other Amazon shoppers. Please take a moment to review your recent Amazon purchase.

Bontog Four-Pack Cancer Research Bracelets with Signature Stainless Steel Charm. Adjustable from 6″ to 11″ for Men, Women, Children. Waterproof Nylon.

Aside from the title of the product purchased, the email offers no customer-personalization. This is likely to ensure that all review requests contain the same information: the seller’s name, the product’s title, and a link to the shopper’s Amazon account.

How the ‘Request a Review’ button works

The ‘Request a Review’ button seeks to replace outside messaging systems and email contacts. 

In recent weeks, Amazon has totally removed contact information from Order Details, including last names and shipping addresses. At most, sellers are able to see the first name of the buyer and the city they live in.

And while sellers can still use tools such as Jungle Scout’s Launch to send customers customized messages (including requests for reviews), these are funneled through Amazon to protect customer contact information.

Also, the ‘Request a Review’ option is only available once per sale. Sellers must manually click to request a review for each order, rather than automating email requests to all customers. 

What does Amazon’s ‘Request a Review’ mean for sellers?

This new ‘Request a Review’ option indicates that Amazon prefers an in-house automated method for sellers to source customer reviews for their products — a notoriously difficult task

Currently, Amazon prohibits sellers from:

  • Incentivizing reviews: Before October 3, 2016, sellers could offer free or heavily discounted products in exchange for reviews.
  • Using manipulative language: In product inserts, emails, and any other seller-to-shopper communication, sellers cannot use manipulative language to seek reviews. Phrases like “we are a family-owned business” and “our products are made in the USA,” will get you in trouble with Amazon.
  • Cherry-picking: Sellers cannot seek reviews only from shoppers they know had positive experiences with their products.

The introduction of a ‘Request a Review’ button could mean a few different things for sellers.

On the one hand, the button could make it easier for sellers to receive hard-to-get product reviews. This is important because each review has the potential of increasing a product’s sales on Amazon — even if it means clicking a few more buttons to get there.

Furthermore, if the message comes from Amazon, rather than a specific seller, customers may view the request as more credible. That could, potentially, increase the likelihood that a customer will leave a review.

However, it could also mean Amazon wants to tighten its grip on seller-to-customer communications. Or even to remove seller-to-customer communication altogether. 

In the meantime, sellers can continue to use services such as Jungle Scout’s Launch to contact buyers to leave seller feedback and a product review. 

Is it in all markets yet?

At this point, we have only noticed this button on the U.S. market. All of the sellers on our team appear to have the button as do our counterparts in China.

So, it may be that Amazon is only testing this in limited markets. There is no guarantee that this is a feature Amazon will roll out across the board.

Alternatives to Amazon’s ‘Request a Review’ button

While Amazon has this straightforward new feature for sellers to contact customers about leaving reviews, there are multiple alternative contact methods you can use to encourage reviews (including — shameless plug — Jungle Scout Launch).

Some features that might be important to sellers included with Launch that Amazon’s ‘Request a Review’ button does NOT have:

  • Send unlimited messages. The ‘Request a Review’ button only allows for one message to be sent to a customer, whereas Launch allows you to send as many requests as you like (although we don’t recommend more than two or you risk irritating your customer).
  • Customize the messaging. With Amazon’s ‘Request a Review’ option, you have no say in the messaging being sent to the customer. Launch lets you customize your message based on your Amazon business, products, or brand, or you can use one of Launch’s built-in templates.
  • Review your statistics. Launch offers statistics on the types of communications you’re sending, as well as how often you’re sending them.



Follow us as we learn more

As this story develops, the Jungle Scout team will provide you with more information and insight into this potential new feature from Amazon.


Follow us on Twitter and Facebook for immediate updates. And don’t forget! If you have any thoughts on how a ‘Request a Review’ button could impact your Amazon business, let us know in the comments below. We’d love to hear from you!


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11 coments on “Spotted: Is Amazon Introducing a ‘Request a Review’ Button for Sellers?

  1. So, won’t using an automated service like Launch eventually become disagreeable to Amazon as well? It seems to be where this is going.

  2. I’m confused as to why you state “that sellers cannot use manipulative language to seek reviews. Phrases like “we are a family-owned business” and “our products are made in the USA,” will get you in trouble with Amazon.”

    How is family-owned and made in the USA manipulative language?? Where does is actually state that in the Amazon TOS?

    1. While it doesn’t say that you can’t use phrases like “we are a family-owned business” and “our products are made in the USA” specifically, when we reviewed their Terms of Service with expert Chris McCabe (who used to work at Amazon and is now an Amazon suspension specialist), he made it clear Amazon is cracking down on sellers using that type of language. Here’s a link to our TOS blog that breaks down Amazon’s TOS:

      I hope this helps, Raylene.

  3. As amazon is clamping down on seller to customer contact (I noticed that they removed last name and address of customer) — how do you still have the ability to email the customer with Launch?

    1. Great question, Steve! When it comes to Launch, we use Amazon’s Buyer-Seller messaging system to send your customers emails. That way the customers’ information is anonymized, and all communication with those shoppers remains contained within Seller Central.

  4. Interesting, as the new communication guidelines make it very clear, that you are to never send more than ONE email request for seller and/or product review feedback.
    I’d be super careful w/ the marketing point there, guys, when you say:

    “Send unlimited messages. The ‘Request a Review’ button only allows for one message to be sent to a customer, whereas Launch allows you to send as many requests as you like (although we don’t recommend more than two or you risk irritating your customer).”

    In my consulting and Amazon account management firm, I’ve already seen several accounts suspended from using buyer-seller messaging for 30 days for violating this.

    1. I’m glad you asked, Geri, as we did receive an Amazon review request email and updated the post to reflect that new information. Hope it helps!

    1. While you can’t actually track the request, Sam, once you click the ‘Request a review’ button, you won’t be able to send a follow-up to that same customer — indicating that Amazon sent the review request email. I hope this helps. 🙂

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