Reviews drive clicks and sales on Amazon, but most buyers never leave one unless they're asked. Amazon gives sellers several ways to ask that are fully within its rules. Here's what works, and what can put your account at risk.
Ask every buyer with Request a Review
Every order in Seller Central has a Request a Review button. It sends one standard email, written and translated by Amazon, asking the buyer to rate the product and rate you as a seller. Because Amazon writes it, it can't break Amazon's communication rules, and it works for both FBA and FBM orders.
The catch is effort. The button only works 5 to 30 days after delivery, once per order, and you have to open each order to click it. Most sellers ask for some orders and miss the rest. Asking for every eligible order is the biggest lever you control.
Ask at the right moment
Inside the 5 to 30 day window, timing matters. Products people use straight away, like phone cases or kitchen tools, can be asked early. Products that take time to show results, like supplements, skincare or garden products, do better later, once the buyer has actually tried them.
Make the product and listing worth reviewing
- Set accurate expectations: images, sizes and bullet points that match what arrives.
- Package for the journey, so items don't arrive damaged.
- Include clear instructions for anything that needs assembly or setup.
- Answer questions on the listing quickly. Confused buyers leave low ratings.
- Read the reviews you get and fix what keeps coming up.
Use Amazon Vine for new products
If your brand is registered, Amazon Vine lets you give units of a new product to reviewers chosen by Amazon, who post honest reviews marked as Vine reviews. It helps a new listing get its first reviews. Amazon may charge an enrollment fee depending on the marketplace, so check the current terms in Seller Central.
What not to do
Amazon can remove reviews, suppress listings or suspend accounts for review manipulation. None of these shortcuts is worth that risk.
- Don't offer anything for a review: discounts, refunds, free products or gift cards.
- Don't ask only happy customers, and don't ask for a positive review.
- Don't ask buyers to change or remove a review.
- Don't review your own products, or have friends, family or employees do it.
- Don't use review groups or services that sell reviews.
Automate the asking
Asking is the part most sellers skip, so it's the easiest part to fix. Tools built on Amazon's Selling Partner API, like SellerEcom, press Request a Review for every eligible order at the time you choose. No order is missed and nothing is sent twice.