In 2022, online shopping was a lifestyle mainstay: 48% of consumers shop on Amazon at least once per week, and 61% of consumers say they’re influenced by the product with the best ratings and reviews.
We know reviews are a key influencer in consumer decision-making and how much sellers value them. In fact, one of the most common Amazon seller challenges is getting product reviews. That’s why we’re providing the latest on how you can earn more for your business in 2023.
Product reviews can make or break a new Amazon FBA seller. According to our Consumer Trends Report, the majority of consumers are influenced to purchase a product that has the best reviews and ratings.
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 within Amazon’s TOS.
In this article, we’ll cover the eight most effective ways to get product reviews on Amazon. This includes Amazon programs and features, as well as off-Amazon strategies 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 2023
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 earn 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 the 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.
Review Automation also allows sellers to skip review requests for orders or specific products, delay review requests for orders, and create a more detailed and customizable order table.
If you do not want Review Automation to send a review request for a specific order or product, you can turn on the skipping feature, and review requests will not be sent.
- Skip Review Requests for Orders: The ability to skip review requests for specific orders based on the user settings. The user can select an Amazon order ID and Review Automation will not send out a review request.
- Skip Review Requests for Products: The ability to turn off review requests for a specific product or products. Select the ASINs that don’t require a review request.
Review requests will not be sent for the order if it contains a product whose product settings are set to “Do not send review request.”
The delay feature allows sellers to customize when review requests are sent out. These time delays can be set at three different levels.
- Marketplace: Change the send time for all ASINs and orders in a marketplace.
- Product: Change the send time for all orders of a specific product.
- Order: Change the send time for an individual order.
This feature can be very useful for products that need more time for a consumer to use and evaluate, such as a bottle of daily vitamins. If a review request is sent the day after the vitamins are delivered, the customer will not have had enough time to use the product and evaluate how it has worked for them.
This feature makes it easier for sellers to customize the Review Automation dashboard. These new widgets provide more insight into how many reviews are getting set out and provide a more accurate estimate of how much time you are saving with the tool.
- Redesign of the Order Table: New columns added showing the orders, product name, and images
- New Review Request Status: More detailed statuses for each order in the table
- Request Cancelled: Seller cancels the review request for an order
- Scheduled: Scheduled to be sent
- Request Sent: The review request was sent for the order
- Amazon Issue: When there is any syncing issue, Review Automation will try to resend the request three times
- Refunded Order: If an order is refunded, a request will not be sent
- Ineligible: When an order is canceled or Amazon doesn’t allow the request to be sent
- *If the product is outside of the 5-30 day window
- Bulk Operations: Change the request status of orders in bulk
- Filter by Status: The ability to filter the results in the table based on status
- Updated Widgets: Shows important stats related to reviews (Time Saved, Request Sent, etc.)
Jungle Scout subscribers can also take advantage of other multiple tools that enable 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. Amazon will then automatically send review requests to all of the orders on that page that qualify for the “Request a Review” button.
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
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 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.
Once the first Vine review is published on your listing, you will be charged a $200 enrollment fee. If your product does not receive any reviews within 90 days, you will not be charged an enrollment fee.
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, and so on.
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.
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.
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 your company and 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.
- Never ask a customer to contact you outside of the Buyer-Seller Messaging platform in Seller Central. Good customer service goes a long way toward preventing negative product reviews.
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.
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, 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. Offering back-end discounts for positive reviews will likely lead to suspension.
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 2023
Hopefully, the information in this article has given you good ideas for how to get Amazon product reviews in 2023. 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.
Hi Brian: Read your updated post and we have a question: We are a retailer of a number of different brands owned by other wholesalers, so, honestly, we don’t care about asking for product reviews. What we DO care about, and have seen a significant decrease in volume of over the past few years, are customers leaving feedback for us as sellers (i.e. Merchant order feedback). A lot of the tips in the article seem skewed to garnering product reviews of the item sold- and even the Request a Review button more prominently asks for a product review with the seller review request further down the email, almost as an afterthought- a practice which does not encourage customer reviews of the merchant. In general, my fear is that Amazon stresses to its customers the importance of product reviews over seller reviews, to our detriment.
We use JungleScout to request reviews from all of our Amazon.com customer orders, but is there anything we can do to better highlight the merchant order feedback we want, as opposed to a review of the item(s) they purchased (which is not really helpful for our purposes)? Thanks!
Interesting take and a great point. I will bring this up with our team to see if this is something we can incorporate into the tool.
Thanks for this article. It has alerted me to take advantage of this feature on Jungle scout which I was not aware since I subscribed as a customer.
That is great! Thanks for reading.
I think sellers are still manipulating reviews, especially in the books section. The writer either shares free books with readers/influencers or pays them to write a positive review. I’m not saying everyone is doing it. But a few certainly are. They are using social media to reach out to these reviewers. I first heard this on Instagram. This is a grey zone that writers are playing with. It is technically paying for reviews.
Yes, you are correct. There are still sellers out there that use these grey/black-hat tactics to gain product reviews. Amazon cracks down on these sellers eventually.
Can I pay for a service to either discount my product or give it away in hopes of getting some reviews? if so, what service does this? Amazon said the item was not eligible for the vine.
Do not do that. That is against Amazon’s TOS and can only be done using Vine. Why was your product not eligible?
Great advice. Reviews are so important.
Amazing blog, very useful article, Thank you for sharing.
very very useful, thanks for sharing
Is jungle scout can be applied on vendor central also? I only get PO from Amazon not direct orders from the customers I’m not working on marketplace module
Jungle Scout only syncs with Seller Central.
There are various practices by which you can gain product reviews. I recommend you to use the organic ways that they offer. Do not challenge the rules or get ready to be suspended.
Good advice! Thanks for reading, Alice.
hi i am selling books on kdp does this app work for kdp sellers also or only for seller central
Review automation will only work with accounts connected to Seller Central.
Hi, thank you for those pieces of information! I’d have a question, is it allowed to translate reviews from German to English for a book translation? We got a lot of reviews for our german book and still have none under our English version of this book.
Thx for your answer !
You’re not able to transfer reviews over to another listing like that.
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.
Review Automation just automates the request a review button. Manually clicking or doing it automatically shouldn’t make a difference.
Thanks for putting this information together. Getting reviews is my clients top priority this article helps with the Do’s and Don’ts.
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.
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.
Thank you. This was very helpful. 🙂
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.
Have a superb product and 5 star reviews will happen automatically. Get back to work.
Thanks for this helpful Article This Will help a lot.
This will help me to increase my amazon Product reviews
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?
That would be ok
am looking to get review and feedback on my Amazon account
Did you read through this post? What questions do you have specifically?
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!
Thanks for reading!
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
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.
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?
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?
Yes, because you are incentivizing people to leave you a product review. I would advise against that.
I am a new sealer. I am not brand regestre, How can i get sone reviwes
Read through this whole post! We give you a few ideas for non-brand registered sellers.
Great content honestly.
Looking to get more feedback and reviews for our customers
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?
I would not recommend having them include any language like that.
Very good and useful.
“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.
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.
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.
May I know Which tool are you using for the SEO audit. which one best for it and how to check backlinks for website. Could you tell us?
Hellօ! Dօ you know if theу makᥱ any plugins to safeguard
ɑgainst hackers? I’m kinda paranoid ɑbout losing еverything
Ӏ’ve worked ɦard οn. Any recommendations?
Appreciating tһe dedication уou рut іnto youг blog and detailed іnformation ʏou present.
ӏt’ѕ nice to comе acгoss a blog eveгy ⲟnce in ɑ whiⅼe
that isn’t the samᥱ outdated rehashed material. Wonderful
гead! Ι’vе bookmarked үour site and Ι’m adding үⲟur RSS feeds to my Google account.
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.”
I am a new jump send member. How can I check and make sure my emails are being sent out after a sale?
What if I have a new product like this Pest control mouse repeller https://www.amazon.co.uk/dp/B07DZKT9WZ
And I can’t afford a vine program so how do I go about building reviews for new shop
Hi Qas! We have some additional tips here in a more recent article!
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?
[…] is old news by now, but over a year ago Amazon changed the rules about “incentivized reviews.” This meant that as a seller, you could no longer giveaway products in exchange for a […]
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.
[…] 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 […]
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.
Hi Caroline! We actually updated the post to reflect that. Thank you!
Just talked to Amazon SC, and they confirmed that the suggested Marketing Insert is not allowed in ToS.
[…] Amazon […]
How can a long link to into a note with the product? I would be a separate email with a link I think.
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!
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.
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.
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.