Key takeaways:
- Amazon reviews strongly influence purchasing decisions by acting as social proof. They also impact search rankings, brand reputation, conversion rates, and even your chances of winning the Buy Box.
- No strategy can replace a valuable product. Selling a product that solves a real problem and meets customer expectations is the most reliable way to earn consistent, positive, and authentic reviews.
- Sellers can ethically increase reviews by using tools and strategies like the “Request a Review” button, review request automation, product inserts, email follow-ups, social media engagement, the Amazon Vine Program, and promotional campaigns.
- Review software such as FeedbackWhiz, FeedbackFive, Helium 10, and Jungle Scout can automate compliant review requests and help you monitor feedback, but it cannot replace a great product and customer experience.
- Avoiding black-hat tactics, such as incentivizing reviews, using fake review services, or asking friends and family, is crucial. Violating Amazon’s guidelines can lead to account suspension, loss of trust, and long-term damage to your business.
Product reviews are a major factor in how customers decide what to buy on the U.S. Amazon marketplace. In fact, nine out of ten shoppers check reviews before making a purchase.
Reviews on Amazon do more than build trust. They also impact how products rank in search results.
So, as an Amazon seller, how can you earn authentic reviews the right way?
This ePlaybooks guide will show you effective ways to get authentic Amazon reviews and how not to get them.
Why are product reviews important on Amazon?
Amazon reviews are important for several reasons. Firstly, Amazon reviews play a critical role in decision-making. According to Jungle Scout’s Consumer Trends Report, consumers are influenced to buy a product that has a positive Amazon rating and review.
Product reviews are one of the best forms of social proof, as they provide customers with a second opinion on the product. Nobody wants to buy a product they are not happy with. One way to prevent this is to find out if others are happy with using the product.
Secondly, Amazon reviews influence your ranking on the Amazon U.S. marketplace. Amazon prioritizes showing customers some of the best products at the most affordable prices. Amazon is likely to rank your product higher on search results if it has good reviews and ratings.
Thirdly, Amazon reviews directly affect your brand's reputation, influencing whether consumers perceive your brand positively or negatively. A high number of positive reviews can enhance your brand's credibility, while a significant number of negative reviews can harm your reputation.
Amazon reviews can significantly impact your product's sales and conversion rates. A product with high ratings and positive reviews is more likely to convert, as it appears more trustworthy to potential buyers.
Also, as a U.S. Amazon seller, your Amazon seller feedback can influence your Buy Box wins. By maintaining good customer satisfaction, you can increase your Amazon feedback rating and increase your chances of winning the Buy Box.
Lastly, Amazon reviews can be a powerful analysis tool for your Amazon product research. Through Amazon reviews, you can obtain useful market insights relating to your product.
15 ways to get authentic Amazon product reviews
Now we know how powerful product reviews are. How can you get authentic product reviews on your Amazon product listing? Let's look at fifteen ways you can get authentic product reviews on Amazon.
- Sell a valuable product
- Optimize your listing before asking for reviews
- Use the Amazon “Request a Review” button
- Automate your review requests
- Use product inserts
- Follow up with customers using emails
- Leverage social media
- Take advantage of the Amazon Vine Program
- Improve your shipping and fulfillment
- Attend to negative Amazon reviews
- Monitor your reviews regularly
- Provide great customer service
- Regularly offer discounts and special promotions
- Increase sales to get more review opportunities
- Avoid black hat tactics
Sell a valuable product
No matter how much advertising you do on your product, if you don't sell a great product or misinform customers about the benefits of your product, you are likely to get a swarm of negative reviews on your product. So, the first way to get a good review on your product is to sell a valuable product. Before choosing a product to sell, you want to carry out proper research to ensure your product solves a problem. Is it a product customers will love to recommend?
Also, ensure that the product provides all the information customers need to make a buying decision. You want to avoid creating confusion or misinforming your customers.
Optimize your listing before asking for reviews
Requesting reviews will not help if your listing creates unrealistic expectations. Customers who receive something different from what they expected are far more likely to leave negative feedback. Before you focus on reviews, make sure your listing accurately represents your product with high-quality images, A+ Content, detailed bullet points, precise dimensions, and clear usage instructions. Our guide to optimizing your Amazon listing covers what to fix first.
Use the Amazon “Request a Review” button
With the Amazon “Request a Review” button, you can easily request a review for your orders through your Amazon Seller Central account between 5 and 30 days after the order is delivered.
With this feature, you can potentially increase your chances of getting a review of your product.
You can find the “Request a Review” button on the details page for each buyer's order on your Amazon Seller Central.
Once you click the button, an email is sent to the customer requesting them to leave a review on your product. The downside to this process is that you have to go through every order to click on the button. However, this can be easily solved using Amazon review tools like Jungle Scout's Extension. With this tool, you can make bulk requests. Keep in mind that you cannot send follow-up messages after the initial request has been sent, and the message cannot be customized.
Automate your review requests
As your business grows, clicking the Request a Review button for every eligible order becomes time-consuming. Amazon-compliant tools such as FeedbackWhiz, FeedbackFive, and Helium 10 can trigger Amazon's native review request automatically for every eligible order. Automation saves time, removes missed opportunities, and keeps your review requests consistent.
Use product inserts
Another easy way to encourage users to drop reviews on your product is through product inserts. You can insert a card in your product packaging encouraging customers to leave a review. Get creative with your messaging and ensure your design stands out. However, it is important to follow Amazon's guidelines when using product inserts.
Here are some Amazon product insert guidelines to keep in mind:
- Avoid asking customers to leave a five-star review on your product. Instead, simply remain neutral.
- Include useful information about your product and company.
- Ensure customers can contact you if an issue arises. However, don't request that customers contact you outside the Buyer-Seller Messaging platform.
Follow up with customers using emails
It is important to point out that as long as customers are buying products on Amazon, they are Amazon's customers. To build a relationship with customers and build your brand, you will need to do so off-Amazon. You can create an email list through your website or social media. Once you have your mailing list, you can easily request a review through email.
Some customers will be happy to leave a review, but do not think it is important. Communicating with your customers will help them understand the importance of leaving a review on your product. It is also an excellent way to build a relationship with them and increase your customer retention.
Leverage social media
Today, nearly everyone around the world is on social media. In fact, many consumers use social media to search for products.
Through social media, you can promote your products, advertise your promotions, and request that customers leave an honest review after they make a purchase. You can collaborate with reputable influencers or product reviewers in your niche to showcase your products to a broader audience. Authenticity is paramount, so work with influencers who genuinely resonate with your brand and are likely to provide unbiased feedback to their followers. Keep any review request neutral, and never ask your followers specifically for positive reviews.
Take advantage of the Amazon Vine Program
Launched in 2007, the Amazon Vine Program is an Amazon review program that helps businesses and brands get reviews for their products from trusted Amazon reviewers.
All you need to do is send your product to Amazon, and Amazon will give it to reviewers for free. Vine is available to Professional sellers with Brand Registry and FBA listings, and a product must have fewer than 30 reviews to enroll. Enrollment fees depend on how many units you offer, from free for one or two units up to $200 for up to 30 units per parent ASIN. Many sellers enroll at or before launch.
Through the program, you can get helpful feedback that can increase conversion rates. However, keep in mind that there is no guarantee of getting positive reviews. Reviewers or Vine Voices will be critical of your product and leave authentic reviews. So, before you enroll your product for the Vine program, ensure it is of high quality.
Improve your shipping and fulfillment
Even an excellent product can receive poor reviews if it arrives late or damaged. If you use Fulfillment by Amazon (FBA), you benefit from Amazon's fast shipping network and streamlined returns. If you fulfill orders yourself, prioritize secure packaging, accurate tracking, and on-time delivery. The smoother the delivery experience, the more likely customers are to leave positive feedback.
Attend to negative Amazon reviews
Sometimes, you can get a negative review slapped on your product. While getting a negative review can be a bit nerve-racking, you can turn that negative review into a positive one. You are not permitted to request that customers remove the negative review. Instead, focus on addressing the problem and remain courteous in your approach.
Use your negative reviews as an assessment tool to find out what you are doing wrong and improve those areas. You can use a review tool to notify you when you get a negative review of your product.
Monitor your reviews regularly
Your reviews can reveal problems long before they affect your sales. Track your average star rating, new review volume, common complaints, and recurring product defects. Brand Registered sellers can also use the Customer Reviews and Voice of the Customer insights in Seller Central to spot trends. If several reviews mention the same issue, such as poor packaging, confusing instructions, or incorrect sizing, fix it at the source.
Provide great customer service
Some customers may ask a question concerning your product. Perhaps they want to know how to use your product. It is important to respond to these questions promptly. Answer all questions politely, no matter how unreasonable the customer may sound, and apologize for any mishaps that may have happened.
Also, ensure your products are delivered to your customers promptly as promised.
Providing great customer service will reduce your chances of getting a negative review and also increase your chances of getting a positive review.
Regularly offer discounts and special promotions
Offering discounts and special promotions can encourage customers to try your products and leave reviews. Shoppers who feel they got good value are often happy to share their experience. Consider offering introductory discounts to your email subscribers, but never make a discount conditional on leaving a review.
Increase sales to get more review opportunities
Only a percentage of customers leave reviews, so more orders naturally create more opportunities for feedback. Invest in what drives sales, such as Amazon SEO, PPC campaigns, better product images, competitive pricing, coupons, and major shopping events like Prime Day. Even if your review rate stays the same, growing sales will steadily increase your review count.
Avoid black hat tactics
Resist the temptation to resort to black hat tactics such as buying fake reviews or using review manipulation services. Not only do these practices violate Amazon's policies, but they also erode trust in your brand and can lead to severe consequences, including account suspension or delisting. Uphold ethical standards in your pursuit of reviews, focusing on genuine interactions and fostering trust with your customers.
How to not get product reviews on Amazon
Amazon takes product reviews very seriously, and going against Amazon's product review rules can get you suspended. Now you know how to get authentic product reviews on your product. Here are some ways not to get product reviews on Amazon:
| Allowed | Not allowed |
|---|---|
| Using the Request a Review button | Paying for reviews or using review services |
| Automating Amazon's native review request with approved tools | Offering discounts, refunds, gifts, or free products for reviews |
| Enrolling eligible products in Amazon Vine | Asking only happy customers for reviews (review gating) |
| Neutral product inserts with setup and support information | Asking for five-star reviews or a positive rating |
| Responding to negative reviews and fixing the problem | Asking customers to change or remove negative reviews |
| Reporting reviews that break Amazon's guidelines | Reviews from friends, family, employees, or fake accounts |
You are not permitted to incentivize reviews
Before 2016, sellers could offer products at a low price or for free in exchange for a product review. However, this led to over-inflated reviews, and this was banned in 2016. Today, you are not permitted to incentivize reviews. Incentivizing reviews can get your account suspended.
You are not permitted to ask family and friends for reviews
Amazon prioritizes authentic reviews and wants reviews to give customers accurate and unbiased information about a product. So, your family and friends are not the most reliable sources. If Amazon notices any unusual activity on your account, it could get restricted.
Avoid using fake third-party review services
Many third-party review services fake 5-star ratings for a price. This is highly prohibited on Amazon. While buying fake Amazon reviews may seem like a viable option, this can backfire quickly. Creating multiple buyer accounts to review your own products is also prohibited, and Amazon uses automated systems to detect suspicious review patterns. If you are caught faking reviews, your account could be suspended. Directing customers to external sites for purchases or savings is also not allowed.
Do not ask only satisfied customers for reviews
Amazon prohibits "review gating", which means filtering customers by satisfaction before asking for a review. For example, you cannot ask happy customers to leave a review while directing unhappy customers to contact you privately instead. Every customer must get an equal chance to share an honest opinion.
Do not try to influence star ratings
You may ask customers to leave a review, but you cannot ask for five stars or suggest a positive rating. Statements such as "If you're happy, give us five stars" violate Amazon's review guidelines.
Avoid removing negative reviews unfairly
Resist the temptation to report or request the removal of negative reviews unfairly. You cannot request specific types of reviews, such as positive ones, or ask customers to remove negative feedback. Amazon prioritizes the authenticity of reviews, and attempting to manipulate or remove legitimate feedback can result in penalties.
Avoid pressuring or harassing customers for Amazon reviews
You want to avoid pressuring or harassing customers to leave reviews, as this can create a negative experience and lead to resentment towards your brand. Respect customers' autonomy and allow them to leave reviews voluntarily.
Do not send excessive review requests
Repeatedly asking the same customer for a review, sending spam-like follow-ups, or contacting customers outside Amazon's approved channels for reviews is prohibited. Use the Request a Review button or compliant buyer-seller messaging, and ask once.
Avoid violating Amazon’s guidelines
Amazon reserves the right to suspend or terminate a seller's account if it finds that the seller has violated community guidelines. This can result in the removal of the seller's products from the platform and the loss of any sales made through the account. In some cases, Amazon may take legal action against sellers who engage in fraudulent practices, including the use of promotional reviews. This can result in fines, penalties, and further damage to the seller's reputation.
Also, if you violate Amazon's guidelines, you can lose the trust of your customers and other sellers. This can have long-term effects on your business, including reduced sales and difficulty attracting new customers.
Amazon review software tools for US sellers
The best Amazon review software automates Amazon-compliant review requests, monitors customer feedback, and helps you spot product issues early. Here are four tools to consider:
FeedbackWhiz
FeedbackWhiz combines review management with listing monitoring, so you can automate compliant review requests and get alerts when new reviews arrive or your listing changes.
- Automated review requests
- Product review monitoring
- Negative review alerts
- Listing change notifications
- Email campaign analytics
- Performance reporting
FeedbackFive
FeedbackFive is one of the longest-standing Amazon review tools. It automates Amazon's official Request a Review process and monitors product reviews and seller feedback across multiple marketplaces.
- Request a Review automation
- Product review and seller feedback monitoring
- Instant alerts for new reviews
- ASIN monitoring
- Reputation reporting
Helium 10
Helium 10 includes review request automation through its Follow-Up tool, alongside keyword research, listing optimization, PPC management, and competitor research. It suits sellers who want an all-in-one platform.
- Compliant review request automation
- Customer follow-up workflows
- Keyword research and listing optimization
- PPC management
- Product and competitor analytics
Jungle Scout
Jungle Scout is best known for product research, but it also offers review insights and review request automation. It helps you understand customer feedback, monitor competitor reviews, and find product improvement opportunities.
- Review request automation
- Customer and competitor review insights
- Product and keyword research
- Sales estimates
Pricing for these tools changes often, so check each provider's website for current plans. Avoid any software that promises guaranteed positive reviews or incentivized feedback, as these practices put your account at risk.
See also: How to Remove Amazon Reviews
Final thoughts
As we've already established, product reviews are critical to selling on Amazon. By implementing these strategies, you can significantly increase the volume of positive reviews for your products and enhance your product's visibility and credibility on Amazon. You can go through our article above to get ideas on how to get authentic product reviews on Amazon. Remember to follow Amazon's rules to avoid losing your rights to sell on Amazon.
If you need professional help getting reviews on your product and navigating the competitive Amazon marketplace, you can work with experts at ePlaybooks.
