2024-08-03 · 9 min read
Amazon Review Strategy 2024: Getting Reviews Without Violating Policy
Legitimate methods for getting more Amazon reviews, what is against policy, and how to protect your existing review count.
Reviews are one of the top factors in Amazon purchasing decisions. Listings with 50+ reviews consistently outperform similar listings with fewer reviews, regardless of price. Here are the legitimate methods for building your review count.
The "Request a Review" button
Seller Central has a built-in review request button on every order. Go to Manage Orders, find an order, and click "Request a Review." Amazon sends the customer a non-customizable, policy-compliant review request email. You can send this 5-35 days after the order date.
You can automate this using third-party tools that hit the same Seller Central API. Tools like Jungle Scout's Review Automation or Helium 10's Follow-Up automatically request reviews for all eligible orders.
Amazon Vine
Brand-registered sellers can enroll ASINs with fewer than 30 reviews in Amazon Vine. You provide free units to Amazon's Vine community — verified reviewers who receive products and write honest reviews. You pay a fee per ASIN ($200 for 30-199 reviews, $0 for new ASINs under the new pricing as of October 2023).
Vine is the fastest way to build initial reviews on a new product. The reviews come from verified buyers (a special "Vine Voice" badge appears on them) and carry high trust with other customers.
Early Reviewer Program (discontinued)
Amazon discontinued the Early Reviewer Program in 2021. It is no longer available, though some legacy products still show early reviewer badges.
Insert cards
You can include a paper insert in your product packaging asking customers to leave a review. The insert must not offer incentives, discounts, or free products in exchange for reviews. It must not direct customers only to leave positive reviews. A neutral request like "Enjoying your purchase? Share your experience on Amazon" is permitted.
What is prohibited
Offering incentives for reviews: giving free products, discounts, gift cards, or cash in exchange for a review. This includes Facebook groups that organize review swaps.
Purchasing reviews from review services.
Asking friends or family to review (unless they genuinely purchased and used the product).
Requesting that customers only leave positive reviews, or asking them to change or remove negative reviews.
Bulk messaging customers outside the approved Seller Central tools.
Amazon detects unnatural review patterns and routinely strips reviews and suspends accounts for policy violations.
Protecting existing reviews
Do not merge ASINs unless you are certain the products are identical. Merging non-identical products violates policy and Amazon may remove all reviews from the merged listing. Report review abuse (reviews that are clearly fake or for a different product) through the "Report abuse" link on each review.