Review Requests Ads: How to Get More Authentic Amazon Reviews
Reviews decide whether a new product gets a fair chance on Amazon. A listing with a handful of ratings struggles to convert, even with strong advertising behind it, and most happy customers never think to leave a review on their own. Amazon Ads has introduced Review Requests, an ad format that invites recent buyers to rate your product while they are shopping on Amazon. Used alongside the tools Amazon already allows, it gives sellers a compliant way to build reviews faster.
What Review Requests are
Review Requests is an Amazon Ads solution that reaches customers who recently purchased your product and invites them to leave a star rating or written review while they browse Amazon. The customer can submit a rating in one click and can add an optional written review with photos or video. The resulting reviews are ordinary customer reviews, shown on your product detail page like any other.
The format launched in open beta in the United States in late October 2026. Amazon reports that in its closed beta, products received three times as many ratings and reviews per week compared with the period before the test. Additional marketplaces are planned.
Who can use it
- Registered sellers and vendors with an Amazon Ads account in good standing and no active policy violations.
- Products with fewer than 1,000 total ratings and reviews. Eligibility is checked when the campaign is created and while it runs.
- Campaigns pause automatically for a product once it reaches 1,000 ratings and reviews.
Campaigns are created and managed in Amazon Ads Agent, or through the Amazon Ads Unified API, using the same bidding and budget controls as other Amazon Ads campaigns.
Why it matters more than it looks
Review count and rating affect almost every other number on your account. More reviews tend to lift conversion rate, and a higher conversion rate lowers your advertising cost of sale and helps organic ranking. Because reviews stay on the detail page, every review gained helps every future shopper, not just the person who saw the ad. For new launches, reaching your first meaningful set of reviews sooner can shorten the expensive early period when you are paying for traffic that does not convert well.
How it fits with other review tools
Review Requests adds to the options Amazon already permits. It does not replace them.
Request a Review button
In Seller Central, you can send Amazon's standard review and feedback request for an individual order from the order details page, between 5 and 30 days after delivery. Amazon allows one review request per order, whichever method you use, so if you send this request you should not ask the same buyer again through buyer-seller messages.
Amazon Vine
Vine lets brand-registered sellers give units to trusted Amazon reviewers in exchange for honest reviews. It is the only approved way to provide free product for reviews. Vine is most useful before or at launch, when a product has few or no reviews.
Product inserts and packaging
Inserts may thank the customer and point them to support, but they must not offer incentives for reviews or ask only for positive reviews.
A practical review plan for a new product
- Before launch: enroll the product in Vine if eligible, so early reviews arrive in the first weeks.
- From the first sales: send the standard review request for each order, manually or through an approved tool that uses Amazon's own solicitation feature.
- Once sales are steady: add a Review Requests campaign with a modest budget, and track how ratings per week change against your baseline.
- Every week: read new reviews, look for repeated complaints and fix the listing or product. More reviews only help if the product earns good ones.
Setting budgets and judging results
Treat Review Requests as a launch and growth investment rather than a direct sales campaign. The right measure is the change in ratings and reviews per week and, over the following weeks, the change in conversion rate on the product. Start with a small daily budget on the products where reviews are the main barrier, such as new launches or variations with far fewer reviews than the parent, and increase spend where you see clear gains. Watch your total advertising cost against total sales, which we explain in ACoS vs TACoS, so review spending does not hide inefficiency elsewhere.
Stay inside Amazon's review rules
Amazon enforces its customer review policies strictly, and violations can lead to removed reviews, suppressed listings or account suspension. Never:
- Offer money, refunds, free products or discounts in exchange for reviews outside Vine.
- Ask only satisfied customers to review, or ask customers to change or remove a review.
- Review your own products, or have friends, family or employees review them.
- Use services that sell reviews or trade reviews between sellers.
Review Requests, the Request a Review button and Vine all work within these rules because they ask verified buyers for honest feedback without conditions.
What this means for sellers
Review Requests gives sellers a compliant, scalable way to ask recent buyers for ratings at the moment they are already on Amazon. Combine it with Vine at launch and the standard review request for each order, judge it by ratings gained per week and conversion rate, and keep fixing whatever your reviews tell you. For the wider picture of how reviews, conversion and ad cost connect, read our Amazon PPC Guide.
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Sources
- Amazon Ads: "Accelerate authentic reviews with Review Requests" (September 29, 2026), advertising.amazon.com
- Amazon Ads: "What's new with Amazon Ads", advertising.amazon.com