How To Get Reviews on Amazon [Complete 2019 Guide]

Do you wish you could get 1000s of legitimate Amazon reviews?

How about if you could easily get a steady stream of 5-star reviews whenever you launch a new product?

Reviews (especially Amazon reviews) are a huge pain point for all sellers. Whether you’re launching your first product with no reviews, or you have an established product.

In this guide, we’re going to give you all the information you need to get more reviews, and get an edge over your competition.

No matter how long you’ve been selling, this guide features content that will help you increase your products’ review count, and as a result, your sales.

Why are reviews so important?

Product reviews are a form of “social proof”, essential when selling something online.

Since the customer can’t see or feel the product for real, you need some way to verify it is what you say it is. Hence, you need previous buyers to provide “proof”.

Does it really make a difference?

Studies say yes. 79% of consumers take online reviews as seriously as personal recommendations, as per this study by BrightLocal.

In another study, 85% of participants state they check reviews “often or very often” before buying something online.

If you don’t have any reviews, or just one or two, it’s hard to have the same level of trust as a product with a lot of reviews.

When a shopper compares your product with another, the reviews are more often than not what makes the difference.

Customer shopping reviews on Amazon

How to Ask for Reviews on Amazon

Most people don’t like writing reviews. This is why it is such a huge pain point for Amazon sellers.

A normal Amazon review rate is around 1-2% (meaning you should get 1 or 2 reviews for every 100 sales). The good news is that many sellers don’t really have a strategy in place for following up and getting reviews.

So if you’re able to increase your rate to around 3-5%, you’re going to be ahead of many of your competitors.

Here are seven white-hat methods you should use to ask for Amazon reviews.

Method 1: Product inserts

Product inserts are a great low-friction way to get reviews.

The insert can be a small card or sheet of paper put in with your packaging, that your customer sees when they open your product.

Include a design on the insert that shows off your branding, a thank you message, and a polite request for a review. It’s a small thing that can help you look more professional, and is likely to be seen by all your customers.

Product inserts and packaging are under-utilized by a lot of sellers. Putting some work into these can go a long way towards giving the customer a great unboxing experience (which we’ll touch on a little later).

[Learn more about creating effective Amazon Product Inserts for Amazon reviews.]

Method 2: Email autoresponders

Every sale you get is a potential review. That’s why it’s good practice to use an autoresponder software that follows up each sale. These tools integrate with Amazon’s buyer-seller messaging system, sending a message to the buyer based on a specific trigger.

It’s become commonplace to use autoresponders to send review requests. Just write your email copy, and you’ve got a low-effort way to reach out to every single customer.

There are many tools that handle this for you – FeedbackExpress, FeedbackFive and Jumpsend are just several examples.

amazon feedback reviews tool

Prices and features can vary greatly. However, if you’re a new seller, something basic should suffice.

Method 3 : Collecting emails for review requests

Amazon autoresponders are not as effective as they once were.

Customers can opt out of the messaging system, meaning your review request emails won’t get through.

Plus, what you can say in these emails is limited since they are sent within Amazon’s system.

Another reason autoresponders are not the best, is that they are quite impersonal. Any messages you send through this system come from an encoded email address (such as “1234abcd@marketplace.amazon.com”).

Messages from an address like this are easy for customers to ignore or disregard. They end up pushed away with all the other spam and promotional messages people get every day.

For a better solution, you may want to get in front of your customers in channels outside of Amazon and collect real emails.

With a list of actual customer emails, you can send automated review requests that look and feel more organic and more personal.

A way to do this, while staying within Terms of Service, is to drive traffic from Facebook to a landing page to collect emails.

Having collected an email, you can send review requests using LandingCube’s email follow-up feature to your customer’s real email.

These emails are more likely to be seen than those sent within Amazon, and are significantly more personal.

Method 4: Messenger sequences

Email sequences are a good low-cost option. However, low open rates and engagement rates are a bit of a problem.

Messenger offers a solution to this problem. Email has, on average, open rates around 21% and click-through rates of 3-4%. Messenger campaigns routinely see open rates in the 80%-90% range.

In terms of engagement, some tests show click-through rates of 44%. Well above the average email sequence.

There’s a better chance your Messenger sequences are going to be seen, and thus, a better chance that people decide to click through to Amazon and leave a review.

You won’t be able to add people to a Messenger sequence after they’ve bought from you on Amazon. So the best method is to run promo code campaigns with LandingCube’s Messenger chatbots. Then you can send a review request in a follow-up Messenger sequence.

Method 5: Facebook retargeting for Amazon reviews

Another alternative is using Facebook ads to target people who bought from you, asking if they will post a review.

Since you’re paying for ads, it will cost you more than email or Messenger campaigns, but it should have higher visibility (your emails/messages may not even be opened).

The way to do this is sending customers through a landing page, and collecting Facebook Pixel info. You then create a list of people who claimed a coupon and clicked through to Amazon, and create a lead-based custom audience on Facebook.

Otherwise, you can create a custom audience from the list of customers in your Amazon-Fulfilled Shipments report. But be warned, this is a grey area with Amazon’s Terms of Service, as you’re showing ads directly to Amazon customers.

When creating your Facebook ad, you want to keep the copy simple. Write something like:

“Hi, did you enjoy your [product]? If so, please leave us a review.

It really helps our small business gain traction. And it helps other customers make more informed purchase decisions.

Click to go to Amazon & leave a review.”

Include a picture of the product, with a big “Thank You”.

You may even want to make a short video that does the same thing – expresses your thanks to the customer, reminds them of the product’s main benefits/value, and then asks (and explains how) to leave a review on Amazon.

Appeal to their nobler motives (“It really helps our small business gain traction”), but make sure you don’t offer any incentive to leave a review, as this will put you in violation of TOS.

Method 6: Early reviewer program

Sending review requests that conform with Amazon’s TOS can be tricky. So why not use something from Amazon themselves?

The Early Reviewer Program is made to help sellers get the first few reviews for their products. You can enroll products in this program that don’t have any reviews yet, and Amazon will reach out to customers, offering small incentives for people to leave (honest) reviews.

You will need to be brand registered to enroll. The program costs $60 per product and goes on for 12 months, or until your product gets 5 reviews (whichever comes first). This works out to $12 per review, which is a very fair price to pay for your first reviews.

Reviews you get from this program will have a badge, similar to Verified Purchase reviews, that says “Early Reviewer Rewards”.

Early Reviewer Rewards tag on a product review

The Early Reviewer Program is obviously not a sustainable way to ask for reviews, as it stops after 5 reviews, but it’s a great way to get the first few you need for your product to get traction.

Method 7: Check your seller feedback

What if I told you that you had more product reviews than you think, but they’re just in the wrong place?

Customers often make mistakes when trying to leave a review, and end up leaving it in the seller feedback area instead.

Seller Feedback in a seller storefront

You should regularly take a moment to look through your seller feedback. See if any positive comments left seem to be related to a product, instead of you, the seller.

If so, reach out to the customer, thank them for their kind comment, and politely ask whether they can add the comment as a review on the product listing.

It won’t work all the time, and if it doesn’t, don’t worry. But you may be missing out on some positive reviews by ignoring this.

Extra Tips to Get More Amazon Reviews

Using all these methods, but still no reviews?

It may be your product is not optimized to get the most reviews. There are a few things, outside of asking for reviews, that will have a big impact:

Sell a good product

It’s not exactly rocket science.

The best way to ensure people leave reviews is to sell something people like. Do your homework when sourcing and checking samples, and don’t cheap out and put out flimsy or low-quality products.

A great idea when sourcing is to check out your competitors, and see what customers mention in their negative reviews.

If there’s a common thread, you’ve got an idea to improve on the product when you put out a version of your own.

Don’t go overboard with review requests

There’s a temptation when sending review requests to send a bunch of emails or messages, until the customer finally gives in and writes a review.

Don’t do this.

You’re already asking a favor from your customer, to give their time to post a review for you. The last thing you want to do is turn the customer against you by pestering them over and over, asking for a review. Several things could happen:

  • The customer doesn’t leave a review
  • They don’t buy from you again
  • Their experience turns bad, and they post a negative review or seller feedback

Best practice is to send ONE email request or Messenger request. If the customer doesn’t want to leave a review, that’s fine.

Think about your unboxing experience

Did you know there’s a Youtube channel called Unbox Therapy, with over 1500 videos that are essentially a guy taking products out of their box for the first time? That channel has over 13 million subscribers!

Unbox Therapy youtube banner

These numbers go to show that people love the experience of buying something new, opening it up and using it for the first time. It’s a rush, and it’s also the first impression someone has of your actual product.

You only get one chance to make a first impression.

Give your customer a positive feeling when opening their package, and there’s a higher chance they leave a good review. Even if you don’t have a “sexy” product like fashion or high-value electronics, you can still package it nicely, so that it:

  1. Shows off your brand
  2. Makes your customer feel like they bought something high-end

If you received something in a plain cardboard box or clear plastic bag and nothing else, the first impression is going to be that the product is sub-standard. It’s not something you write a 5-star review about.

How to Get Reviews on Amazon: In Summary

It’s a struggle to get more Amazon reviews and a higher rating than the next person. And it’s not going away any time soon.

It’s always going to be an issue, and Amazon seems to be getting more serious about faked or inauthentic reviews.

The good news is, a lot of sellers aren’t following the steps outlined in this guide. They are not proactive in getting reviews and they don’t handle them in a professional manner.

Take this advice on getting Amazon reviews into practice, and there’s a good chance you’ll stay a step ahead of the game.