If you have already read our focus articles on the subject, you should already know that reviews on Amazon are a very important element for the success of any seller on the platform. Reviews are not just statistical numbers to celebrate. Each of them can directly influence
- the product visibility
- the conversion rate
- the brand credibility.
That’s why, in this in-depth guide, we will try to explore concrete strategies that comply with Amazon policies to increase reviews for your products. Let’s start immediately!
Why Reviews are Essential on Amazon
First of all, let’s try to understand why reviews are so important on Amazon (and, in general, in the e-commerce world).
It’s certainly not difficult to find out.
Reviews are social proof and as such can directly impact consumers’ purchasing decisions. About 90% of buyers read reviews before making a purchase. And, especially if very positive, they significantly increase trust in an unknown brand. However, the impact is not limited only to the social proof function. Accumulating a good number of reviews also helps with:
- A9 Algorithm: Amazon uses reviews as a ranking factor in its search algorithm. Products with more positive reviews tend to rank better in search results.
- Buy Box: a good rating and a high number of reviews increase the chances of winning the Buy Box, which is essential for maximizing sales.
- Virtuous cycle: more positive reviews generate more sales, which in turn lead to more reviews, creating a multiplier effect for your business.
So far, so good. But there’s a significant problem. Only 1-2% of Amazon customers spontaneously leave a review, making a proactive strategy necessary. But which one?
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Amazon’s “Request a Review” Button
To stimulate reviews, Amazon has helped sellers by introducing the request a review button in the order details section in Seller Central. This allows sellers to request reviews in a way that complies with policies. Manual use of the button is quite simple:
- Access Seller Central
- Go to “Orders” > “Manage Orders”
- Locate the order (the minimum period of 4-30 days from delivery must have passed)
- Click the review request button.
Small practical tip: create a weekly reminder to dedicate 30 minutes to manually requesting reviews. Filter orders by delivery date and systematically request reviews for all eligible orders. If you follow this approach, you can increase your review rate by 20-25%!
However, with sales volumes exceeding 50-100 orders per month, the manual process becomes unsustainable. And this is precisely where automation tools come into play.
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How to Automate Review Requests
Various software allows you to completely automate the review request process, saving precious time and ensuring that no customer is overlooked.
However, their use is not always as simple and effective as some promise.
That’s why, before investing in a paid tool, it’s good to carefully evaluate its features, perhaps by reading the opinions of customers who have already purchased it. Furthermore, we advise you not to limit yourself to activating automation with the default settings. Instead, personalize the strategy by acting on:
- Timing: set the sending after 7-10 days from delivery for everyday products, 14-21 days for products that require time to be evaluated (e.g., vitamins, seasonal products).
- Segmentation: configure different rules for recurring vs new customers.
- Exclusions: automatically exclude orders with returns or negative feedback.
- A/B Testing: if the tool allows it, test different timings to optimize the response rate.
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Amazon Vine Program: Reviews for New Products
When talking about reviews on Amazon, one must also mention the Amazon Vine program.
Amazon Vine is indeed a program reserved for registered brands, which allows you to obtain reviews from verified reviewers (Vine Voices) for products with less than 30 reviews. To access it, you must:
- enroll in the Brand Registry;
- bear a small cost per ASIN. However, if you do not receive reviews within 90 days, the program does not charge any cost,
- have a minimum rating of 3.5 stars, if already present.
Given these characteristics, our advice is not to waste Vine on best-selling products that are already selling. Instead, it is better to use the program for
- new product launches
- products with potential but stalled due to few reviews
- variants of existing products that are struggling to take off.
Remember, however, that Vine reviews can also be negative. So, first make sure the product is actually valid!
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How to Optimize Listings to Encourage Reviews
Most negative reviews come from unmet expectations. That’s why a well-optimized listing drastically reduces this risk. But how do you do it?
First of all, focus on quality images. Include at least 7 professional images from different angles and with different use contexts. Add infographics for complex products and size comparisons with common objects. Then, focus on the detailed description. Include clear and informative bullet points, complete technical specifications, indications on dimensions, weight, materials, specific use cases, and instructions.
We also recommend analyzing the negative reviews of your competitors to identify common disappointed expectations in your sector. Then, in your listing, address these critical points proactively.
For example, if competitors receive complaints about small sizes, include comparative photos and clearly specify the measurements in centimeters.
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Packaging Inserts
A very sensitive topic when it comes to methods for encouraging reviews is packaging inserts. With these small additions, you can certainly create a direct channel with the customer, but be careful: they require great caution to avoid violating Amazon policies. In particular, we remind you that you must not:
- offer incentives (discounts, free products) in exchange for reviews
- ask for only positive reviews
- divert negative feedback outside of Amazon
- include direct contacts to bypass the Amazon messaging system.
The risk of facing account suspensions in case of violations of these rules is quite high. What you can do instead is:
- thank for the purchase
- provide instructions for use
- include a QR code to the product page (without incentives)
- request honest and neutral feedback
In this sense, our suggestion is to create a minimalist but quality insert. You can, for example, insert a simple professional thank you note with the brand logo, accompanied by a phrase like “Your opinion matters: if you have a moment, share your experience on Amazon!”. Instead, avoid exaggerated designs or overly insistent messages, which could be counterproductive.
Managing Negative Reviews
Even if you do your best for your customers, some negative reviews are inevitable. The difference between a good seller and one who might run into difficulties is instead made by the proactive management of this non-positive feedback, capable of transforming negative reviews into opportunities. But how?
There are some tactics that will allow you to eliminate a good part of the negative reviews. First of all, set up a tool that allows you to be immediately alerted when you receive new negative reviews.
Quickly analyze the problem complained about and check if it can be resolved promptly. Then, contact the customer offering concrete solutions and keep track of all interactions to look for any recurring patterns in the negative reviews. We also advise you to create draft responses for the most common types of negative reviews such as shipping delays, a damaged product, or unmet expectations.
Of course, you will still have to personalize and avoid copy/pasting. However, having a solid basis will allow you to respond within 24 hours, which is the time frame in which the customer is most open to dialogue. In some cases, you can also request Amazon to remove negative reviews. However, be aware that the marketplace removes reviews only in specific cases such as:
- offensive or vulgar language
- sensitive personal information
- reviews that are clearly false or manipulated
- reviews of wrong products.
Email Marketing and External Channels
Another channel you can use to request reviews from your most loyal customers is to use newsletters and social media, provided you comply with the policies we briefly mentioned.
For this reason, include a section in monthly newsletters inviting those who have purchased to leave feedback, publish periodic posts on social media with links to the product page, and activate targeted email campaigns for recurring customers.
We also suggest you effectively segment your email list. Customers who have already purchased multiple times are certainly more likely to leave positive reviews. Create a specific quarterly campaign for this segment, with a personalized message that acknowledges their loyalty.
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Optimizing Customer Service
Optimized, timely, and reliable customer service spontaneously motivates customers to leave positive reviews, even without explicit requests. Therefore, try to implement some operational standards such as:
- response within 24 hours to all pre- and post-sales questions
- simplified and clearly communicated return policy
- proactive problem resolution before dissatisfaction grows
- follow-up after resolution to verify satisfaction.
When you resolve a problem for a customer, wait 3-5 days and then send a review request using the Amazon button (do not ask directly via email). Customers whose problems have been effectively resolved often become your best advocates, leaving reviews that explicitly mention the quality of your service.
Monitoring and Success Metrics
|
KPI to monitor |
Goal |
|
Review conversion rate (Reviews received / Total orders) × 100 |
5-15% |
|
Average rating |
≥ 4.3 stars |
|
Average response time to negative reviews |
< 48 hours |
|
Percentage of “Verified Purchase” reviews |
> 95% |
To monitor these metrics, you can also create a simple spreadsheet (or use integrated dashboards in automation tools), to check at least weekly. Identify negative trends before they become critical problems.
For example, a sudden drop in the review conversion rate could indicate quality or delivery problems. Better to intervene immediately!
Our Opinion
As you have seen, growth on Amazon is based on authenticity and strategy, not shortcuts. Don’t just hope for positive reviews: actively build your success! Start immediately implementing an automated request system, prevent negative feedback by optimizing your listings, and revolutionize your customer service.
Do you want to automate excellence and transform reviews into the real engine of growth for your business? Don’t waste time with manual management.
Click here to access the tools that allow you to integrate automation and strategy, guaranteeing constant results and compliance with Amazon policies. Start growing today!
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