Five Proven Methods to Get Reviews on Amazon in 2018

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Are your conversion rates suffering big time due to lack of social proof? If your competitors have 500+ reviews, and you only have a handful, you can bet it is!

The bottom line: Amazon reviews are worth their weight in gold. And knowing how to get reviews on Amazon is a skill every seller needs to have to survive in this competitive marketplace.

While it’s not necessary to have the most reviews, having a solid base number of them can greatly affect your listing’s Click-Through and Conversion Rates. Reading positive experiences draws shoppers in and increases their confidence in buying.

Admit it! You can’t help but be intrigued by a product with 200 reviews over one with just 10. It’s human nature!

In addition to product reviews, seller feedback becomes increasingly important when there are multiple sellers for a single product. Although product price is still a factor, the social proof of having a significant number of excellent reviews can easily tip the scale in your favor.

It Can Be Hard To Get Reviews on Amazon, Unless You Think Ahead

It’s quickly becoming increasingly difficult to get Amazon reviews.

Since Amazon’s 2016 update of their Terms of Service (TOS) means incentivizing reviews is a big no-no. For this reason it’s essential to start using smart strategies to get reviews on Amazon. That way you won’t jeopardize your account and can continually build social proof with less effort.

To help you with this, we’re going to show you how to get reviews on Amazon using five proven methods.

How To Get Reviews on Amazon Method #1: Product Inserts

Product inserts are printed messages added inside the packaging of a product. It can include instructions, where they can contact you, or any other important information about the customer’s purchase, like how to leave an Amazon review.

Here are some quick tips for getting the most out of your Amazon product inserts:

  • Focus on a single objective; getting an Amazon review.
  • Be clear and concise; don’t overload them with information.
  • Ask them to contact you if they have a problem (instead of leaving a bad review).

Among all the different types of product inserts, we’re interested mainly in asking for a product review. It shouldn’t be the only thing you care about, but it should be your main goal for the purposes of this method.

And since Amazon doesn’t forbid this type of messaging, you should take advantage of it as it will help you get reviews on Amazon.

How to Create an Effective Product Insert

Frame the Ask Appropriately

The first thing you need to do is make sure you give your customer a good reason to leave an Amazon review. Simply asking for a review upfront doesn’t add any value to your customer’s life, neither is it effective.

Always remember to ask yourself ‘what is in it for them?’

The best way to frame your request for a review is by highlighting how your product has improved your customer’s life. If you frame ‘the ask’ this way, they might be more inclined to share their experience with the rest of the world and leave an Amazon review.

Have your Insert Professionally Designed

The most important thing to remember when designing your product insert is that it should be visually appealing with a clear message.

You want the customer to be able to understand in a few seconds what you’re asking for and the steps they need to take to leave a review. And an internet search will turn up lots of good marketing insert examples for e-commerce stores.

After you get the design done, you need to print it out and add it to your packaging. Ask your manufacturer if they can do this for you, if they’re also doing your packaging.

If, on the other hand, you have a separate manufacturer for packaging, they will most certainly be able to do the above for you.

It’s important to note here that offering a discount in exchange for a review is against Amazon’s terms of service. Make sure you’re not offering anything in exchange for a review.

Not a designer, or unsure where to get your product insert designed? Hire a top designer specializing in Amazon products on the Jungle Scout Market.

For even more tips on crafting an awesome product insert, check out this Amazon Product Insert Best Practice Guide.

How To Get Reviews on Amazon Method #2: Email Follow-up Sequences

Email follow-up sequences, also called “drip campaigns”, are a series of messages sent to your customers over a strategic period of time, after certain actions have been taken.

In 2018, they are the easiest, quickest, and most effective way to get reviews on Amazon.

Similar to product inserts, the goal of a great Amazon email post-purchase follow-up sequence is to provide value to your customers. This “value” can be defined as relevant information about the product purchased, customer support, useful guides related to the product, or any other type of content that makes your customer’s life better.

To get reviews on Amazon successfully using email, make sure you’re following these key guidelines:
  • Keep things simple. It’s tempting to tell customers every last detail about your product and why they should review it. But if you make it easy and actionable for them, your chances of getting a review increase.
  • Be creative with your subject lines! How will you get customers to leave reviews if they don’t open your emails? Try different  subject lines that include your customer’s name, emojis, or a question that peaks their curiosity. According to Yotpo, using a question in your subject line can increase your success rate by up to 30%, depending on your product’s category.
  • Match your customers’ style. Knowing your market and customers well is vital to your success as an FBA seller. Carry this principle through to your email marketing too. You must adapt your writing style to suit your audience. Use terms familiar to them, and by showing them a personality they can relate to you’ll build their trust.
  • Don’t spam your customers. Nothing upsets people more than receiving too many useless messages. Make sure your messages are valuable! If Amazon believes that too many customers are receiving spam, they may stop allowing email follow-up sequences in the future, significantly hurting your ability to get reviews.

How to Implement Email Follow-up Sequences To Get Reviews on Amazon

In order to implement a successful email follow-up sequence, your timing and message need to be spot on. The words don’t matter as much as the moment in which the customer receives the message, and what they’re being asked to do in that moment.

Just like asking for a review as soon as a customer purchases a product isn’t effective, neither is taking too long.

Because of that, I would like to share three follow-up emails you can borrow for your own email campaigns. Just make sure you modify this structure to suit your own product and company’s message.

Typical steps in an email campaign.

*Download two bonus templates you can using today!

How to get reviews on Amazon Email #1 : Purchase Confirmation

Goals: Introduce yourself, establish communication, and give them tips related to the product purchased.
Trigger: Immediately after the product’s been shipped.

Subject line: Hi {{Buyer First Name}}! Your order is on the way!

Hello {{ Buyer First Name }},

This is {{ Your Name }} from {{ Your Brand }}!

The available tracking information shows that your item is out for delivery today and you should be receiving it shortly.
When you receive your item, please make sure to verify that it was not damaged in transit.

We went through great lengths to make sure that our product is made of the best quality material and exceeds your expectations. We hope you’ll enjoy it!

Some things that may help you enjoy our product better:

In the meantime, you can check up on your order’s progress here: {{Order Link}}.

We will follow up with you soon to make sure everything is going well with your new product. If you do have any questions or issues, make sure to contact us at: {{Contact Link}}!

{{ Brand Name }}

How to get reviews on Amazon Email #2: Purchase Follow-Up

Goal: Make sure they received the product in good condition, offer help if they had any problems, and ask for a review.
Trigger: 2-10 days after Delivery.

Subject line: Hi {{Buyer First Name}}! I have a quick question for you!

Hi {{ Buyer First Name }},

It’s {{Your Name}} from {{Your Brand}} again! According to our records, {{Product Name}} was delivered a few days ago.

One simple question: What do you think?

As you know, Amazon and the community rely on people like yourself for feedback on products so that others can also be informed about what they are buying. A little of your time and a few brief words goes a long way! Be sure to review our product here:
{{Product Review Link Stars}}

Also, if there was anything wrong with your order, don’t forget to let us know directly at {{Contact Link}} so we can fix it!

Your name

How to get reviews on Amazon Email #3: Product Review

Goal: Help them with any problem they may have, and ask for a review.
Trigger: 5-14 days after Delivery.

Subject line: Hi {{Buyer First Name}}! What do you think?

Hi {{Buyer First Name}}!

It’s been a little while since you received our product, {{Product Name}}. We hope you have been enjoying it, and also found some fun ideas in the free ebook we sent over.

A little of your time and a few brief words would go a long way to helping other customers make a decision!

If you have not already left us a review, it would help us tremendously if you took a few minutes to do so. Simply click on the stars below to leave a review:{{Product Review Link Stars}}

Again, if there was anything wrong with your order, remember that you let us know directly at {{Contact Link}} so we can fix it!

Best wishes,

{{Brand Name}}

More Emails?

If you want to add more emails to your email sequence, you can do it. However, I wouldn’t recommend it. That could be considered spammy by Amazon and annoying for your customers. Also, if you combine product inserts with email follow-up sequences, your chances of getting more reviews on Amazon will increase considerably.

How to Get Reviews on Amazon Method #3: Bundle Products – Include a Freebie or Build-a-Set

How to Get Reviews on Amazon Hack #1: Bundle Products

Bundling products together can offer two key advantages for Amazon sellers:

  • Higher Perceived Value – Bundling complementary products together, or including a small freebie, is a great way to provide greater value to a customer. It also provides an opportunity to separate yourself from your competition and attract more sales.
  • Greater Customer Satisfaction – Including an additional product can improve the experience of the primary item and is a sure way to boost overall satisfaction.

Bundling products together can improve your customer’s experience, attract more sales and ultimately lead to more Amazon reviews than sellers who don’t go the extra mile. Get this right and you’ll really stand out!

Amazon’s Detailed Bundle Guidelines states that bundles must consist of products that, when packaged together, enhance or ease the overall customer experience.

How to Get Reviews on Amazon Method #4: Free Content and eBooks

How to Get Reviews on Amazon Hack #2: Free Content and eBooks

Many sellers have been seen using ebooks to increase their product value, improve customer experience and attract more sales. This works reasonably well, but what about surprising them after the sale?

Merely offering a free ebook may give you a slight advantage on the front-end, but surprising buyers after the sale can have a stronger emotional effect. After all, we love to get more than what we bargained for!

This powerful spike of emotion and surprise can be a driving force for getting reviews on Amazon. It’s really not hard to pull off either:

  1. Create a free eBook. Help customers get the best out of your product and provide additional value. If you’re too busy to make your own, you can find a freelancer on the Jungle Scout Market to help design your eBook or PDF.
  2. Use Jungle Scout to set up automated email delivery of this ebook for every new customer. Learn how to send great Amazon follow up emails to your customers in this blog post.
  3. Let the Amazon reviews roll in.

Want a simpler way to get reviews on Amazon?

Get instant access to five FREE review-generating email templates that you can use to send to your customers today!

How to Get Reviews on Amazon Method #5: Prioritize Quality So You Can Have a “Review Worthy” Product

How to Get Reviews on Amazon Hack #4: Prioritize Quality So You Can Have a "Review Worthy" Product

This is probably the most crucial step to get reviews on Amazon: having a high quality product! After all, how can you expect to get positive reviews for a product that doesn’t exceed customer expectations?

If your product provides a sub-par or merely average experience, what will they have to rave about?

Source High-Quality Products

Focus on sourcing and selling high-quality products from the beginning. Ask yourself if you would be happy to receive and use these products. If the answer is no, look to upgrade or update your product.

Awesome products will magnetize reviews on Amazon. Even if customers forget, reminders will be far more effective.

Demonstrate Product Superiority

What problem(s) does your product solve? What makes it desirable and delightful for customers?

Once you know the answers to those questions, reiterate them in your product listing, packaging, inserts, and follow-up emails. Customers will pick up on these naturally, and will write reviews based on these statements.

Let’s say you’re selling natural lip balm. You could talk about how great their lips will look and feel while using it. You could go further to say how it will boost their confidence or even improve their love life.

Customers pick up on these emotional feelings and bring them through into their reviews.


Let’s not kid ourselves. Getting reviews on Amazon is still one of the biggest challenges FBA sellers face. But even though it has gotten more difficult, it’s still very achievable by implementing these five strategies into your overall business plan.

Everyone is in the same boat so it’s a level playing field. However, you can gain a great advantage over your competitors by putting in a little extra work up front. Better yet, continue to receive product reviews and seller feedback while you sleep!

Have any more ideas for attracting organic amazon reviews? We’d love to hear about your experiences in the comments below.


Ivan KreimerIvan Kreimer is a freelance content marketer that helps SaaS business increase their traffic, leads and sales. Previously, he worked as an online marketing consultant helping both small and large companies drive more traffic and revenue. He is also an e-commerce store owner, and a world traveler. 

Want to start getting more reviews on Amazon?

Try Jungle Scout and send review generating emails today!


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23 coments on “Five Proven Methods to Get Reviews on Amazon in 2018

  1. Off course, its good idea to use some software for sending emails to your customers…

    Nowadays getting feedback, reviews or ratings from the customer is a hard job for Amazons sellers. Stat said that 98% of Amazon customers are not giving feedback…

    And even Amazon seller is not getting time to acquire Feedback, Reviews, and ratings organically from the customer. So using some software to send an email and to promote their products is the best idea.

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  3. Thanks for a helpful article.

    – How do you send an email with your own subject line? Amazon only lets you choose from a few standard subject lines.

    – Where do you find the order link that you suggested in the article? In the Amazon email client is further states “Please do not include HTML or links (URLs) in your message.”



  4. Hi, any updates for 2018? I’m interested in joining the vine program but I have a question regarding your article. Do you have to join vendor express in order to be considered for vine? Will joining vendor express guarantee that you will get vine?

  5. Sometimes it seems that customers only want to leave a review when they are unhappy. Don’t they realize that they are killing our business. Why not call us first so that we can take care of the issue.

  6. […] you should always strive to get higher reviews through quality and service and employ some kind of customer review strategy. Having reviews and good star-ratings appear on your search results inside Google goes a long way […]

  7. Hello, Considering purchasing Jump Send but am a bit confused.

    One of the email follow-up templates in this blog says “If our product has met or exceeded your expectations, please help us spread the word by leaving a review.”

    Surely this would be against Amazon’s TOS because we are asking people to leave a review IF they like the product, thus initiating only positive reviews? Thank you.

  8. Just talked to Amazon SC, and they confirmed that the suggested Marketing Insert is not allowed in ToS.

  9. How can a long link to into a note with the product? I would be a separate email with a link I think.

  10. Thanks for the awesome article! It is great to be able to setup these emails as I launched my first product a couple weeks ago and these emails are starting to go out with each purchase.

    But here is an issue that has come up now that Incentivized reviews are no longer allowed…

    I have been using promo codes to give out a good amount of product at the launch to drive of sales, and then following up with these emails that you mentioned, but today I received a review from someone and they added the ***I received this product at a discount in exchange for a review*** at the end of the review.

    I used these exact emails and never said anything about them having to leave a review. I don’t want my new seller account to get banned, especially since I was trying to do everything right.

    My guess is that this is a reviewer that does not know about the new rule changes. Should I contact the reviewer and let them know about the change and explain that we were not expecting a review in exchange for the discount?

    I don’t want to break other terms of service by asking the user to take down the review. What would you do about reviewers who maybe don’t know about these new changes? Thanks for the great articles!

    1. Amazon tracks gift cards and promo codes now, which means his product review will not show up anyway. You wont get banned, you just wont get the review, especially since they added the fact it was incentivized.

    2. I don’t think that you have to worry.

      There’s an old saying “Truth is the best lie”. I’ve heard of several people complaining about this but haven’t heard of anyone being penalized by Amazon for it.

      Just as me and you understand that you did it the right way then Amazon does as well.

      But I would refrain from contacting the reviewer because then you can open a can of worms. Leave it as is and don’t worry about it.

      That’s my thoughts.

    3. Hey Matt,

      Kym from the Jump Send team here. Did the review get through and displayed on your product?

      Sounds like the customer was still under the impression that discounted products meant you had to leave an incentivized review. Perhaps they just weren’t aware of it. As mentioned by others in this thread, if you didn’t break the rules I wouldn’t worry too much.

      If you did want to take any action, rather than reaching out to the customer, I would recommend reaching out to Amazon support.


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