Reviews are Amazon's currency of trust. Products with more reviews rank higher, convert better, and attract more clicks. But Amazon's policies on reviews are strict — break them and you risk account suspension.
What's Allowed
- Amazon Vine: Amazon's official programme where trusted reviewers receive your product in exchange for an honest review. Costs £170 per parent ASIN.
- Request a Review button: In Seller Central, you can click "Request a Review" on individual orders. Amazon sends a follow-up email to the customer.
- Product inserts: You can include a card in your packaging thanking the customer and asking for feedback — but you cannot offer incentives, ask for positive reviews, or direct to specific platforms.
- Follow-up emails: Via Amazon's Buyer-Seller Messaging (within guidelines) or using tools like FeedbackWhiz.
What's NOT Allowed
- Offering free products, discounts, or refunds in exchange for reviews
- Asking family or friends to leave reviews
- Buying reviews from review groups or services
- Asking specifically for positive or 5-star reviews
- Retaliation against negative reviews
Practical Tip
The single best review strategy: make a great product and deliver a great experience. Happy customers leave reviews voluntarily. Invest in product quality and packaging over review manipulation tactics.
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