How to get more Amazon product reviews to build customer trust and grow your business.
Chapter 7

How to Craft Amazon Review Emails

Whichever software tools you use for Amazon review emails, the key is to provide value to the customers. In this chapter we’ll walk through crafting emails for Amazon reviews.

How to Write Amazon Review Emails

To be effective with the email follow-up series for product reviews, it’s very important to pay attention to the details of how and when you ask. That is, in order to actually get more product reviews, what you send and when you send it is very important.

Just as in the physical inserts, you want to frame the customer experience in a positive light. This increases the chances that they will leave a positive review.

In the email follow-up series, you should be accomplishing the following things:

  1. Thank customers for doing business with you
  2. Help customers get more value out of your product
    • Instructions on using the product
    • Tips, mistakes to avoid, ideas, etc
  3. Display brand personality

You want to be careful in how and when you ask for the review. Don’t overburden your customers. And time your communications to make it easy for customers to leave reviews. 

How to Ask?

You want to strike a good balance between providing enough, valuable information and keeping emails simple. Help your customers, but don’t overburden them.

Some sellers might find success in sending one, simple follow-up email asking for a review. Something like:

Subject: How’s your [product]?


We hope you are enjoying your [product]. 

Can you take a couple minutes and write a product review? It would go a long way in helping our small business grow to continue serving people like you. It would also help other customers make more informed decisions.

  • Product 1: [Leave Review Button]
  • Product 2: [Leave Review Button]

Feel free to reach out to us for any reason. Just reply to this email. 


Amazon Product Business”

This is straight to the point. However, it’s still asking a lot from customers. In order to extract value from customers, you should probably give something in return. Provide value to get value.

The ideal review request email series would do the following:

  • Show your appreciation
  • Remind customers of the unique benefits of your product
  • Provide real value
  • Ask for a review (appeal to helpfulness & make it easy)

Show your appreciation

Thank customers for doing business with you. After all, you would have no business without them.

Highlight the unique benefits of your product

Use this email series as an opportunity to remind customers of why they bought your product. They could have bought from any of your competitors. Or they could have gone without the product entirely. This is a chance to minimize buyer remorse and highlight the unique value and benefits of your product.

Provide real value

If you expect customers to leave a review, you should give them something of value first. Like what? Anything that will help your customers get more value out of your product. Examples:

    • Tips on how to maximize your product’s effectiveness. If you sell a food ingredient or kitchen appliance, include a list of recipes. If you sell exercise equipment, include a list of workouts.
    • The most common misconceptions about your product, or the most common mistakes made by people who use your product. For instance, a brain health supplement won’t be as effective if you don’t eat healthy, get decent sleep and exercise regularly.
    • Additional uses for your product.

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

Ask for a review

Finally, you have to actually ask them to leave a review. Enough beating around the bush. Just ask. When asking, appeal to their nobler motives to be helpful. You are a small business and reviews go a long way. And reviews help other customers make more informed decisions.

Make it very easy for them to leave a review. Include instructions to leaving a review. Or better yet, include a call to action button with a link that goes directly to the review page for your product.

amazon review request template - reviews

The link would follow this format:[insertASIN]#

You just need to replace insertASIN with the actual ASIN number of your product.

Infuse brand personality:

Don’t just rehash Amazon’s automatic follow-up emails. Put some personality into each and every communication you have with customers. Especially emails.

You want to strike a balance between personal and professional. Ideally, your brand will have a unique identity you can infuse into these emails. Stories (if they are brief and relevant) and humor usually go well.

Make the experience memorable, and keep the focus on relationship building.

Review Email Template

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:

  • way 1
  • way 2
  • way 3

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

How many emails to send?

There’s different perspectives on this. It really depends from business to business. Some customers are more prickly – they don’t like to be annoyed with several emails.

On the other hand, it many take several touch-points to get the customer to take action and leave a review.

You can include all of this in one email, or break it up across several emails. Use your discretion.


You want to time your email follow-ups according to the delivery and use of your product. You don’t want to ask a customer to leave a product review until they have had time to use the product. They need time to determine if the product has met their needs and expectations.

  • Upon delivery: You can send an email upon delivery of the product. However, it’s best not to ask for the review in this email. You can simply thank them for doing business with you, remind them of the (unique) benefits of your product, and maybe provide some tips. This email may be a great time to ask for Seller Feedback, if you are seeking that.
  • A few days after delivery: This is probably the safest timeline for many products. If a customer buys a product, they may not use it immediately. But most likely in the first few days they’ll take the time to use it and will get a good sense of whether it met or exceeded their expectations.
  • A week or more after delivery: Some products, however, take longer. Books for instance. Many people take a week or even months to read a book. Health supplements too – people will likely wait until the bottle is almost used up to decide whether the product was effective or not.

Again there’s a balance to strike. Don’t ask so soon that they haven’t used the product enough to know if it was good or bad. But don’t wait too long. Strike when the positive experience from using the product is at it’s peak. 

A few more things to keep in mind for Review Emails

Make a good product

You can search online for tricks and gimmicks on getting more Amazon reviews. But the best strategy is to make an awesome product worth reviewing. No tricks. No gimmicks. Just good business.

If you don’t make a unique product and target it to a specific audience, the chances of gaining traction on Amazon are slim. Maybe 5 years ago it was easier. Now it is much harder to game your way to the top.

Sure, there are games you can play to get an edge, but those are the cherries on top, not the cake itself.

Give good customer service

Customer service technically falls under Seller Feedback. But customers inevitably associate their experience with you as a seller (be it positive or negative) with the product itself.

Provide excellent customer service, answering questions and comments promptly and thoroughly. Less angry customers, less nasty reviews.

Be engaging (but not annoying) and guide customers through the buying process. They will be more likely to leave a generous review.

Don’t break the rules

When crafting your email follow-up for product reviews, be sure not to break Amazon’s rules.

Here’s a short list of things that are against Amazon’s Terms:

  • Asking friends and family to leave reviews.
  • Paying freelancers to leave reviews.
  • Posting in Reddit/Quora/other forms requesting reviews in exchange for reimbursement/discount/commission.
  • Posting in Facebook groups requesting reviews in exchange for reimbursement/commission.
  • Asking for positive reviews either explicitly, or by suggesting they contact you and not leave a review if they had a negative experience.

Someone actually messaged me on Facebook in March to leave him a review. Not sure if he knew this was explicitly prohibited by Amazon, or not…

You can use Facebook groups, Reddit and other forms, and Quora answers to promote your product. And if someone buys your product from these sources, you can ask them to leave a review. But you can’t incentivize the review. The discount/freebie cannot be dependent upon a review.

Using promotional landing pages is a great way to get around this. Offer a discount. Collect an email. Get a sale. Then email the buyer to leave a review.

Amazon Review Emails: In Summary

In this chapter we discussed writing emails for Amazon reviews, what to include in the email, how to time them and other details to increase the odds that your customers will actually leave reviews.

In the next chapter, we’ll discuss a more advanced strategy- using retargeting ads to get more reviews.

Chapter 8: Facebook Retargeting for Amazon Reviews2 minLearn how to get more reviews by targeting past customers with Facebook Ads.

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