Customer reviews play a crucial role in influencing buying decisions on Amazon. Listings with more positive reviews tend to rank higher, convert better, and attract more organic sales. However, getting reviews can be challenging, especially with Amazon’s strict guidelines against incentivized feedback.
If you’re struggling to collect reviews, this guide will help you build a legitimate review strategy while staying compliant with Amazon’s policies.
Why reviews matter on Amazon
More reviews can lead to:
- Higher conversion rates – Shoppers trust listings with more positive feedback.
- Better organic rankings – Reviews contribute to Amazon’s ranking algorithm.
- Lower advertising costs – Strong reviews improve ad efficiency, benefiting Amazon PPC Australia campaigns.
However, sellers must be careful when requesting reviews, as Amazon prohibits:
- Offering incentives, discounts, or free products in exchange for reviews.
- Asking only for positive reviews or discouraging negative feedback.
- Posting fake or paid reviews.
Amazon monitors review activity closely, and violating these policies can result in account suspension.
How to get more reviews the right way
- Optimize your product listing for a better customer experience
Before asking for reviews, make sure your product and listing meet customer expectations.
How to optimize for better reviews:
- Use high-quality images and clear descriptions.
- Highlight key features and benefits in bullet points.
- Ensure the product title and details match what customers receive.
A well-optimized listing reduces negative reviews and increases positive feedback. Many sellers use Amazon product listing services to refine their listings for better customer satisfaction.
- Use Amazon’s “Request a Review” button
Amazon provides a built-in tool for requesting reviews directly from customers.
How to use it:
- Go to Seller Central > Orders > Manage Orders.
- Find an order and click Request a Review (available 5-30 days after delivery).
- Amazon sends an automated review request on your behalf.
This is 100% Amazon-compliant and a great way to collect more feedback.
- Enroll in Amazon Vine (for brand-registered sellers)
Amazon Vine allows brand-registered sellers to send products to trusted reviewers in exchange for unbiased feedback.
How it works:
- You submit up to 30 units of a new product.
- Amazon Vine reviewers receive and test the product.
- They leave honest and unbiased reviews.
This is a great way to generate early reviews, especially for new product launches.
- Automate review requests with email follow-ups
Amazon allows sellers to send neutral, non-promotional follow-up emails requesting reviews.
Best practices for email requests:
- Keep the email short and polite.
- Do not ask for only positive reviews—just request honest feedback.
- Send the email a few days after delivery to give customers time to use the product.
- Using tools like FeedbackWhiz or Helium 10 Follow-Up can help automate this process.
- Provide excellent customer service
Happy customers are more likely to leave positive reviews.
Ways to improve customer satisfaction:
- Respond to buyer questions quickly.
- Resolve issues before they turn into negative reviews.
- Offer hassle-free returns and replacements.
A great customer experience naturally leads to more positive feedback.
What to avoid when requesting reviews
- Do not offer free products or incentives in exchange for reviews.
- Do not ask only for positive reviews or request customers to change negative feedback.
- Do not use fake accounts or third-party services to generate reviews.
Amazon has advanced systems in place to detect manipulation, and breaking the rules can result in listing suppression or account suspension.
Final thoughts
Building a strong review strategy is key to long-term success on Amazon. By optimizing your Amazon product listing services, using Amazon’s built-in review request tools, and delivering excellent customer service, you can increase reviews while staying compliant with policies.
For sellers running ads, positive reviews also improve conversion rates, making Amazon PPC Australia campaigns more effective and profitable. Focus on providing a great customer experience, and the reviews will follow naturally.
