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How to Get Reviews on Amazon in 2021 – 8 Proven Methods

Ecommerce underwent an incredible surge in 2020 as consumers shifted from shopping in-store to online. By the end of the year, 71% of consumers believed the majority of consumer shopping would happen online in the future. 

We know reviews are a key influencer in consumer decision making and how much sellers value them. In fact, 52% of sellers say that getting reviews is a challenge on Amazon. That’s why we’re providing the latest on how you can earn more for your business in 2021.

Product reviews can make or break a new Amazon FBA seller. According to a 2017 study performed by G2 and Heinz Marketing, 92% of customers are more likely to purchase a product after reading a positive review.

When you launch a product this year, it’s important that you know how to get reviews on Amazon — and how to get them quickly and legally.

In this article, we’ll cover the eight most effective ways to get product reviews on Amazon. This list includes Amazon programs and features, as well as seller strategies off-Amazon that third-party sellers can use to seek and gain reviews.

Important: As of this writing, all of the methods listed below are viable ways to get product reviews and do not violate Amazon’s terms of service.

 

How to get reviews on Amazon in 2021

Gaining new reviews on your listings is hard but not impossible. Let’s go over eight effective ways to grow your review count on Amazon!

1. Use Jungle Scout’s Review Automation feature

This feature inside Jungle Scout is the easiest way to request reviews from your Amazon customers. Jungle Scout’s Review Automation feature takes a “set it and forget it” approach to earning product reviews. 

This first-of-its kind, Amazon ToS-approved feature sends automated review requests to customers who have purchased your product. While you can manually request reviews in bulk with Jungle Scout Chrome Extension, this in-app tool streamlines the process by automatically doing it for you. It eliminates the tedious task of manually requesting reviews from buyers in Seller Central so you can save time, and invest it back into your business. 

You can easily see the status of review requests and track how much time you’ve saved on your Review Automation dashboard. Never miss an opportunity to earn a review — simply turn on the feature, and you’re good to go. 

 

Jungle Scout subscribers can also take advantage of other multiple tools that allow you to get more Amazon reviews.

The Review Automation tool is available through the Jungle Scout Suite and Professional plans.

 

2. Use Amazon’s “Request a Review” button

Amazon’s “Request a Review button allows you to manually request reviews for each of your orders in Seller Central within four to 30 days of purchase.

 

This is an incredibly powerful feature that can exponentially increase your chances of receiving a review. 

Here’s some proof: prior to the release of the “Request a Review” button on March 8, 2020, the average review increase for orders was 3.6 reviews. For 94.7% of sellers who used “Request a Review” after it was released, the average increase jumped to 25.9 reviews. That’s a massive difference!

 

Of course, going through each and every order to click the “Request a Review” button can be tedious and time-consuming. This is where Review Automation and our next solution come into play.

Bulk Request Review 

If you have Jungle Scout’s Extension, you can request reviews for your Amazon FBA orders in bulk, rather than sending a request for each individual order. 

On your Amazon Seller Central order page, click on the button for Jungle Scout’s Extension. It will then open and ask you to add additional permissions. Once you agree to the permissions, a new “Request Reviews on This Page” button will appear on the far right on your orders list. When the requests are done sending, the button will change to say “Finished Requesting Reviews.”

 

 

Select a date range (we recommend between four and 30 days as that is the time period during which Amazon allows you to request reviews) and click the button. All of the orders on that page that qualify for the “Request a Review” button will then be sent review requests. 

You can also submit individual requests without clicking on the orders. That way you won’t have to go through each individual post.

Bulk Requests in the Extension is available with all Jungle Scout plans. 

 

3. Enroll your product in the Amazon Vine Program

 

Get reviews on Amazon: Seller Central page

Amazon’s Vine Program is open to sellers who have Amazon brand-registered products and fewer than 30 reviews.

In the Vine program, a seller submits 30 units of inventory. Vine reviewers then receive the product for free, test the product out, and write a review. 

In many ways, it is similar to the incentivized review programs banned by Amazon in late 2016. The only difference now is that the reviewers in the program are being vetted by Amazon.

According to Amazon, “25% of reviews received occur within 5 days of the order, while 99% of reviews received occur within 35 days of the order,” so (naturally) this is a game-changer, as it helps newly registered products get reviews fast.

Currently, Vine is free for third-party sellers. However, we suspect that Amazon may start charging fees to enroll or participate at some point. As of this writing, we do not know what the cost will be. To find out how to enroll, check out our guide.

 

4. Use third-party automated email responders

In addition to Amazon’s internal automated responder, many sellers use third-party responders to send messages through Amazon’s seller messaging system. 

It’s important to note, however, that Amazon limited the quantity and types of messages that can be sent via its Seller Messaging System. From Amazon

“You may send proactive Permitted Messages for the following reasons: resolving an issue with order fulfillment, requesting additional information required to complete the order, asking a return-related question, sending an invoice, requesting product review or seller feedback or both, scheduling the delivery of a heavy or bulky item, scheduling a Home Services appointment, verifying a custom design, or any other reason where the contact is required for the buyer to receive their purchase.”

Permitted Messages do not include any of the following message types (in many cases we are already emailing customers with this information on your behalf):

  • Order or shipping confirmations 
  • Messages that say only “Thank you” or that you are here to help if buyers have any problems
  • Marketing or promotional messaging, including coupons
  • Language that either incentivizes or persuades the buyer to submit positive product reviews or seller feedback, including by offering compensation, money, gift cards, free or discounted products, refunds, rebates or reimbursements, or future benefits
  • Language that requests removal or an update of an existing product review
  • Language that requests a product review only if they have had a positive experience with the product
  • A repeat request (per order) for a product review or seller feedback”

Basically, you can only send permitted messages to request for a review/feedback or where contact is required. You can no longer send shipment updates, thanks for ordering, etc.

 

5. Create a contact list for emails

Since the seller messaging system and third-party automated responders have become limited, you will need to find other ways to communicate with your shoppers.

Remember: as long as they’re buying your products via Amazon, they’re Amazon’s customers. To get past this hurdle, you will need to build your brand off Amazon and one of the best ways to do that is by building your own email list. 

Thankfully, there are a number of ways to create an email list. You can build one through social media. Or you can create a blog that asks for people to subscribe. Another popular method is to add product inserts into existing products, encouraging people to join your list.

Once you have a mailing list, you can request reviews from those who have purchased from you. 

 

6. Utilize product inserts

Easily, the most popular way to encourage shoppers to leave product reviews on Amazon is through the use of product inserts. Many sellers insert a card into their packaging, asking shoppers to leave a review. 

However, product inserts have recently caught the attention of Amazon. They’ve noticed that some sellers have been breaking the “guidelines” described in the “Don’t forget to follow the rules” section of this article.

The example picture below is against Amazon’s terms. You cannot divert negative reviews or tell people to email you instead of leaving a negative review.

Get reviews on Amazon: BBQ gloves' insert

Here are some best practices for product inserts:

  • Ask for product reviews, but remain neutral. Telling people to leave you a five-star review — or even showing a picture of five-stars — is against Amazon’s guidelines.
  • Give useful information about the company and the product. Make sure people have ways of contacting you if an issue comes up. Good customer service goes a long way to prevent negative product reviews.
  • Incentivize in other ways. While you can’t financially incentivize reviews with a product insert, you can incentivize people to join your email lists or to follow you on social media. This will help you in the future.

7. Mitigate negative reviews

You can mitigate poor reviews of your products proactively by ensuring that your product is top-notch and worthy of a commendable review. Reactively, you can address any customer service issues that may arise.

Plus, by using a tool like Jungle Scout’s Alerts, you can be notified whenever you get a poor review. Please note, however, that Amazon is removing the feature that allows sellers to comment on reviews.

Update: Previously, Amazon did not allow sellers to reach out directly to customers who left negative reviews. Currently, however, sellers who are enrolled in Brand Registry can now contact customers who left a criticial (1 to 3-stars) review for a product they purchased. This new feature can help you improve the customer’s experience with your brand, giving you a chance to have them remove their negative review, or even better — change it to a positive one.  

 

8. Launch products using Promotions

 

Many sellers launch new products on Amazon promotional markets like Promotions. And, thanks to the money-saving promotions offered by these sites, some shoppers feel an obligation to leave positive feedback with the Amazon sellers.

Keep in mind, however, that an Amazon promotional marketplace cannot ask a shopper for feedback in exchange for a product. Therefore, getting a review from a heavily discounted or free product is not guaranteed.

 

Don’t forget to follow the rules

Amazon takes its product reviews very seriously. In fact, many sellers are suspended from the platform due to review manipulation.

When you’re trying to get reviews on Amazon, it’s important that you understand the difference between legal methods and black hat tactics (which can get your business suspended from Amazon).

Here are some essential Amazon product review rules you should know — and follow:

You can’t incentivize reviews

As recently as 2016, you could offer products at a low price — or even for free — in exchange for a product review. It was a strategy that helped countless sellers build up their reviews and gain popularity.

However, Amazon discovered that, more-often-than-not, this led to over-inflated reviews. So, because far more products were receiving a 4-5 star rating than were warranted, Amazon banned this practice in 2016.

Some sellers still offer discounts and rewards on the back end for positive product reviews. This is a black hat practice, though, and could get you suspended.

You can’t cherry-pick reviews

Another thing Amazon has put a stop to within the last couple of years is “cherry picking” reviews. In other words, sellers cannot ask for reviews from customers they know had a good experience while ignoring those who’ve had neutral or negative experiences. 

 

Good luck with reviews in 2021

Hopefully the information in this article has given you good ideas for how to get Amazon product reviews in 2021. And, as things change, we will be sure to update this material.

At the minimum, use Amazon’s methods, as they are 100% free of any “gray areas”. And always make sure to play by Amazon’s rules. Remember: a few extra sales garnered by using a black hat tactic isn’t worth putting your entire seller account in jeopardy.

To learn more about Amazon’s terms of service be sure to read our breakdown of Amazon’s product review terms of service.

You can also read about what happens to sellers who incorporate “black hat” tactics in their selling strategies.

 

52 comments on “How to Get Reviews on Amazon in 2021 – 8 Proven Methods

  1. Hi

    Do you know if manually clicking the Request a Review button has a higher conversion versus using the Review Automation? I was having an agency click through it manually in each order for a while and it seemed like the review conversion was much higher than my automated review messaging.

    1. Hi Elizabeth,

      Review Automation just automates the request a review button. Manually clicking or doing it automatically shouldn’t make a difference.

  2. You said to submit products for Vine reviews? Vine was killed in 2017. The archive was deleted in 2019….
    Either the publication date on this page is faked, or you really have not updated the information.

    1. Hi Marco,

      That is not true, the Vine program still exists. We have products currently enrolled in the program and are getting new reviews from it.

      You need to be brand registered to enroll in the program.

  3. Nowadays getting feedback, reviews or ratings from the customer is a hard job for Amazons sellers.Looking at the Product reviews is the most first and crucial step in when customers are making sale decisions so businesses must include an appropriate reviews section to their site and maintain it well.
    Thanks for this helpful Article This Will help a lot.

  4. Hello, we started selling a new product on Amazon. We would like to put a 6th glove as a gift in a box of 5 so that our product glove can receive more comments. Is this against amazon policies?

  5. Looking at the Product reviews is the most first and crucial step in when customers are making sale decisions so businesses must include an appropriate reviews section to their site and maintain it well. Proceeding to update your site for reviews please do give this article read guys for better understanding. Amazing write-up!

  6. Looking at the Product reviews is the most first and crucial step in when customers are making sale decisions so every business must include an appropriate reviews section to their site and maintain it well .this article can be a great help when proceeding to update your site for reviews

  7. Hey hope all is well by you,
    I’ve been selling on amazon for about 2 year now.
    I believe I’ve got my head over everything with in the system besides for maintaining positive reviews.
    I’ve tried vine, early review program and a couple of other things but I still have not been able to figure it out,
    If there’s any chance that you’d be able to give me a couple of minutes to figure this out it would mean the world to me.
    If you charge a fee to speak that is totally fine.
    I would do anything to get over the one issue.
    My phone number is 732-278-8895.
    Please feel free to call whenever is best for you.

    Best regards,
    Yehuda

    1. Hi Yehuda,

      The best thing for maintaining positive reviews is really just selling a quality product. You cannot force positive reviews by using reviewer programs such as Vine or ERP. What are your customers saying about your product? Any way you can improve it to help limit the amount of negative reviews?

  8. What about choosing a random review to give a prize to?

    Like, if I tell my Facebook followers that I’m going to choose a random Amazon review (and that person must also follow my FB page) to give a free paperback to, is that breaking Amazon’s rules?

  9. Can you send your product to people for free from your own list and do the following: tell them to review the product if they wish and to include language in the review that says they received the product for free but were under no obligation to write a review?

  10. “you can incentivize people to join your email lists or to follow you on social media” I thought ToS says you can’t direct Amazon customers to other off-Amazon sites, including your own website, social media or email.

    1. Hi Leonard,

      Good question. Here’s a clarification on that. You can’t do that in emails to your customers. But through your product packaging it’s fine. At least for now! Amazon may change their policy on this, of course, but that seems unlikely as there are plenty of large companies out there that thrive on this.

  11. 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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  13. 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.”

    Thanks,

    Eivind

  14. 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?

  15. 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.

  16. […] 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 […]

  17. 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.

  18. 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.

      Cheers,
      Kym

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