How To Get Reviews on Amazon [Complete Guide for 2020]

How To Get Reviews On Amazon: The Complete Guide For 2019

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

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

Reviews are a huge pain point for almost every seller. Whether you’re launching your first product, or you have a number of established products on Amazon.

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

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

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Why Are Reviews So Important on Amazon?

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 the quality, and that 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 product 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. Especially on an uber-competitive marketplace such as Amazon.

For many products on Amazon, with pricing and product details so similar, reviews are how many people choose one over another.

Person viewing Amazon reviews on a laptop

How to Ask for Reviews on Amazon: 7 Proven Methods

  1. Amazon product inserts
  2. Amazon autoresponders
  3. Build an email list
  4. Messenger sequences
  5. Facebook retargeting
  6. Early reviewer program
  7. Seller feedback

It stands to reason, if you want to get reviews, you need to ask.

However, 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.

You can do this by implementing a few smart ways to reach out to each Amazon customer.

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

1. Amazon 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 Amazon 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).

[Further reading: How to Use Amazon Product Inserts for Reviews]

2. Amazon autoresponders

Every sale you get is a potential review. That’s why it’s good practice to use an Amazon 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 ask for reviews. 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 a few examples.

Amazon review and feedback tool Feedback Express

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

3. Build an email list

Amazon autoresponders on their own are not enough.

Customers can opt out of the Amazon 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 platform.

Autoresponders are also very impersonal. Any messages you send through this system come from an encoded email address (such as “”).

These messages 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.

But you can supplement these review requests with your own email list.

With an email list of your customers, you can send automated review requests that are more personal and feel more organic than those within Amazon.

How you can collect real emails, while staying within Terms of Service, is to start driving external traffic (traffic from outside of Amazon).

[See our full guide on how to drive off external traffic to Amazon product listings here]

Get in front of customers on channels like social media, blogs or Google Ads, and send them to a landing page. On this page, offer something like a discount coupon code in exchange for their email.

With an email list, you can ask for reviews 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. Meaning a much higher chance of success.

4. Messenger sequences

Facebook Messenger can be a very powerful tool for any Amazon seller.

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.

Compared to email, 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.

LandingCube Messenger review request flow

5. Facebook retargeting for Amazon reviews

Another alternative is using social media, specifically Facebook Ads, to target people who bought from you and ask for a review.

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

You can do this by sending customers through a landing page, and collecting Facebook Pixel info. 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 Amazon Terms of Service.

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 write (honest) reviews.

You will need to have Amazon Brand Registry 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 on Amazon.

7. Check your seller feedback

How would you feel if I said 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.

Amazon storefront displaying seller feedback

This is quite common because Amazon automatically sends a seller feedback request after every purchase, which results in a lot of feedback, much of which relates to products instead.

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.

How to Ask for Reviews: Review Requests

Asking is the first step. But if you don’t know how to ask, you won’t be getting as many reviews as you could.

Simply asking “please leave a review” works better than not asking at all. But since it takes some effort on the customer’s part, and there’s nothing to gain for them, a lot of the time this will get ignored.

A good email doesn’t come off as pushy, and helps build a positive relationship with your customer.

The fundamentals are the same if you’re asking for reviews with product inserts, Messenger sequences or Facebook retargeting, too.

Here are a few tips to take on board when asking customers for reviews.

Be down to Earth

You’re asking the customer to do you a favor by leaving a review. Your chances of success are a lot higher if you make a connection with your customer.

Do all you can to sound like a regular person, not a faceless business or a computer program.

Know your audience, and know how to talk to them.

Something like this is often quite effective: “Reviews really help our small family business, and other customers could really benefit by learning from your experience.”

You can change the tone depending on the audience, but this is a good place to start for a lot of Amazon sellers. It comes off as a wholesome, genuine request for the customer to do some good by leaving a review.

Pulling at the customer’s heartstrings is effective because it leads them to want to do a favor (writing a review) for you. A lot of customers don’t realize how valuable product reviews are for Amazon sellers.

Give thanks

Along the same lines, you want to make the customer feel valued.

This should always be a focal point of your business, since that business wouldn’t exist without your customers. But it’s even more crucial when you’re asking them to help you out.

A simple “thanks for your purchase” goes a long way. It flips the post-purchase feeling around for a lot of customers. Instead of feeling you’ve just taken a chunk of their hard-earned money, they now feel like they’ve done a good deed in helping out your business.

This creates a positive feeling that is really valuable when it comes to asking for a review (and getting a positive review).

Provide value

Be careful with this one.

This does not mean offering something for the customer to leave a review.

What a lot of people use to do is offer free products to people in exchange for a review.

That is an “incentivized review”, and is (now) firmly against Amazon’s Terms, which strongly target the problem of fake reviews on Amazon. You can learn more about incentivized reviews here.

Amazon's Prohibited seller activities and actions: misuse of ratings, feedback or reviews
An important excerpt from Amazon’s Prohibited seller activities and actions.

Even if you offered free products for an honest review (not specifically a positive review), this practice will now get you in trouble.

Instead, you want to do all you can to ensure your customer is getting value out of your product. That will improve the chances of the customer leaving a review (and a positive one!).

Here are some examples of this:

Help your customer out. The more value customers get out of your product, the more likely they are to leave a positive review.

Amazon Review Request Template

Remember, all brands are different, and ideally you want to infuse your own brand personality in your review emails. However, this template for an Amazon review request email should give you an idea of where to start:

//Subject line: How is your All-in-one Tool by Acme from Amazon?


Hey there! [change tone based on brand identity]

We at Acme hope you have enjoyed your All-in-one Tool!

Remember, this is the only tool that:

Does this [benefit]

Does that [benefit]

Without this and that [benefit]

Here are some awesome ways to use your All-in-one Tool:




It would mean the world to us if you could take 2 minutes and leave us a product review on Amazon. It really helps our small business, and other customers can really benefit by learning from your experience.

[Click here to leave an Amazon Review]

Thank you for doing business with us. We would not be able to provide these awesome tools if it wasn’t for our customers 🙂

Feel free to reach out to us for any reason. You can simply reply to this email or call us at ###-###-####.

All the best,

Acme Tools

Extra Tips to Get More Amazon Reviews

Using all these methods, but still not getting many 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. If your product is forgettable, who is going to bother writing a review?

The best way to ensure people write 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 product 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.

Selling a great product will not only help you get more reviews, but ensure you get more positive reviews.

Don’t go overboard with review requests

There’s a temptation when asking for reviews to send a bunch of emails or messages, until your 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:

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 channel art

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 Amazon 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

Every seller I talk to always asks how they can get reviews on Amazon, as if there is a super-secret hack to it.

Truth be told, 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 if you’re selling on Amazon, and Amazon seems to be getting more serious about faked or inauthentic reviews.

The good news is, a lot of Amazon 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 competition. Your sales and rankings will increase as a result.

Free Traffic Guide
Learn how to drive external traffic to Amazon to build your own list, rank on Page 1, get more reviews and leave your competitors in the dust! Download our step-by-step guide.
We respect your privacy.