How to Get Reviews on Amazon in 2024


Ensuring that you have plenty of Amazon reviews is a huge part of being successful on the platform. Both the number and overall quality of your reviews—whether they be positive or negative—will directly influence product visibility, credibility, and the appeal your buyers will have for it.

Additionally, in the modern world, where even one product review has the power to make or break an item, possessing a large number of honest, positive reviews—including rare 5-star reviews—is incredibly important. On Amazon and other e-commerce sites like Walmart, the quality and authenticity of reviews, rather than the quantity, is the primary goal.

In the article below, we’ll talk about leveraging automated tools that’ll help you understand Amazon’s sometimes complicated guidelines and explore helpful tips that will elevate your selling experience. No matter if you’re working with a product that doesn’t have many reviews, or attempting to navigate the confusing, but possibly lucrative, waters of the Amazon Vine Program, we’ve got you covered!

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How to Get More Amazon Reviews 

  1. Use Amazon’s ‘Request a Review’ Button

One of the easiest—if not the easiest—ways to submit a review request on Amazon is by using the Review button found on your Manage Orders page. To get to this important page, head to the main menu, click “Orders”, and then click “Manage Orders.”

Manage orders

After you’ve arrived at the orders page, a button labeled Request Review will appear if your product is eligible for a review request. Additionally, a product is eligible for one of these reviews only after a certain number of days has passed since the product in question was shipped. This is to give the customer time to receive and use the product. After this initial time period has passed, sellers will be able to use this button to request a review. However, if a customer returns the product for any reason before the initial time period has passed, that product will not be eligible for a review.

Request review button
  1. Automate Review Requests With Helium 10’s Follow-up

However, if you find that you don’t want to spend the time on Amazon Seller Central requesting reviews, or if you have other business needs to attend to, it’s recommended that you automate the process using Helium 10’s Follow Up tool. This easy process has users login into their Helium 10 account, and then select “Follow Up” on the top menu once they’re logged in.

Follow up tool

After finding and entering Follow Up, you should now click on “New Automation” found in the upper right-hand area of the screen. Once here, simply click on “Request a Review.”

request a review

During this process, if you want to add a particular automation filter, you can easily do this by clicking “Add New Filter” (shown below), and then selecting the filter you wish to add. Keep in mind that you can skip this part if you do not want to add a filter.

Add automation filter

The final step is to click “Save and Exit,” again in the upper right-hand corner, ensuring that all your reviews will automatically be requested from your customers every 12 days.

Save and exit
  1. Enroll in Amazon’s Vine Program

A type of early reviewer program (also referred to as an incentivized reviews program), Amazon Vine is a great program that allows an Amazon-selected group of reviewers to, in turn, select products they want to review.

A seller will then pay for several reviews (up to 30 for each selected ASIN) for the products they select. Next, they’ll be requested to pay a fee determined by the number of reviews they initially requested.

Once this is done, an Amazon-selected reviewer will receive a request to review the product. They’ll then receive a free version of that product to try out, enabling them to give a completely honest review.

  1. Optimize Email Templates

When creating compelling emails to your customers, you should always customize your messages as much as possible with signs of gratitude and empathy in order for them to be effective. By discovering the correct tone of voice (and by keeping it concise and engaging), you’ll be able to create email templates that truly resonate with your audience while inspiring action.

Why Are Product Reviews Important on Amazon?

On Amazon, product reviews play a key role in the e-commerce environment by acting as a form of ‘social proof’. Product reviews wield the awesome power to sway potential customers and, if used wrongly by sellers, manipulate their future purchasing decisions. Also, positive Amazon reviews, and especially 5-star reviews, are crucial in boosting a product’s credibility and are also able to foster a good amount of trust while elevating the visibility of the product via the algorithm. This is important to note because, when your product has greater visibility on Amazon, it can lead to a huge uptick in sales, creating a powerful positive feedback loop that can make a seller’s business thrive.

However, there are other aspects to consider besides the desire for positive reviews; critical feedback for any product is most evident through the use of negative reviews. While they are definitely less-than-stellar product endorsements, they are still instrumental in providing sellers with a free collection of invaluable insights and opportunities for improvements that can then be translated into a top selling Amazon product that beats the competition. Remember that, in a marketplace where thousands of products are instantly available to the consumer, a healthy balance of good and bad reviews can serve as a guiding light that leads the buyer to your own product.

Finally, it’s not just encouraged but almost required that buyers and sellers alike participate in respectively writing and studying Amazon reviews, since it will promote both transparency and authenticity. No matter if you’re trying to figure out ways to get your customers to write reviews or seek other methods of collecting Amazon reviews, always keep in mind that the e-commerce landscape thrives on genuine reviews, ultimately leading to everyone’s benefit.

Why Am I Not Getting Any Reviews on Amazon?

If you’re having a tough time collecting reviews on Amazon, there may be a few factors you’re not considering. It’s a fact that Amazon customers most often need a gentle reminder or prompt to leave a review after they receive your product. While customers may not always respond to your urging, do not be discouraged; giving up completely will most likely lead to an even lower review rate, adversely affecting your product. Additionally, factors including the quality, relevance, and overall customer experience associated with each of your products play crucial roles when looking to acquire a large amount of reviews. This is why it’s important to also provide an effective and seamless post-purchase customer journey while consistently delivering items that exceed expectations. These factors will go a long way to incentivize each customer to leave a positive review.

Also, if you’re a new or lesser-known Amazon brand, it can be a difficult and demoralizing struggle to gather a good number of reviews. If this is the case, you may want to consider emphasizing proactive review strategies to help build a well-known brand image over time. A thorough understanding of these tactics and dynamics will go a long way toward strengthening your review acquisition rate while enhancing your visibility on Amazon at the same time. Work to steadily increase your review count by careful planning to eventually create a brand that customers not only leave reviews at but return to over and over again.

What Are Amazon’s Guidelines Around Requesting Product Reviews?

It’s important to note that Amazon has many specific guidelines for sellers who want to request product reviews from their customers. According to one of the official Amazon policies, sellers are always encouraged to find reviews by going through Amazon’s “Request a Review” button—which is available on the Order Details page in Seller Central. You’ll be manually able to request reviews, here.

Furthermore, this popular feature allows you and other sellers to request customer reviews from those who’ve made a purchase. This process also promotes honest reviews while adhering to Amazon’s stringent terms of use.

However, sellers should also be aware that any attempt to maliciously manipulate or change reviews, including soliciting fake reviews or trying to influence would-be reviewers, is prohibited and can result in account suspensions if not followed.

Because of this, it’s important that Amazon sellers walk a fine line between asking for more reviews and avoiding review manipulation since maintaining perfect compliance with these crucial guidelines is necessary to achieve success on the platform.

How Does Amazon Handle Fake Reviews?

As you might imagine, Amazon is very serious about fake reviews and employs a multifaceted approach in order to address and mitigate them wherever they appear within the platform. By leveraging a complicated pairing of advanced automated systems and manual moderation, Amazon tirelessly works to detect fake reviews, and then promptly remove them.

The Amazon algorithm does an excellent job of scrutinizing review patterns, behaviors, and irregularities it deems suspicious. This state-of-the-art algorithm can even detect fraudulent activities that occur within the site. That being said, Amazon still encourages its large community to report any suspicious reviews, just in case the algorithm mistakenly misses one.

Once a fake review has been successfully identified, Amazon then springs into action by immediately removing it from the product listing. Sellers who have been found to be complicit in these fake reviews will then face consequences that include warnings, account suspensions, and legal actions (although the latter is usually a last resort).

With its continued and steadfast support of fair and trustworthy reviews, Amazon curates an environment that is focused on maintaining its integrity, which helps ensure that honest reviews can guide the purchasing decisions of its customers.

How to Format Your Message to Inspire Positive Reviews

Another aspect of Amazon’s policy is that sellers are not allowed to reach out to their customers in an attempt to coerce or influence them to make a positive or negative review for any given product. This is simply because Amazon does not want its customers manipulated in any way by an Amazon seller who is requesting a review. Due to this policy, using a tool like Helium 10’s Follow Up—which allows you to customize and optimize product review emails to appropriately ask for reviews—allows you to remain perfectly neutral in both your language and wording. This will help ensure you never get penalized by Amazon.

How to Request to Remove Negative Reviews on Amazon

If one of your customers left a negative Amazon review on one of your product listings, there is really not much a seller can do. However, it can be removed if the author of the negative review violated one of Amazon’s review policies, but it is still difficult to remove the review even then.

Unlike a negative review, seller feedback is easier to get moved, and can be done by heading to Amazon’s main menu and going to “Performance,” and then “Feedback Manager.”

Feedback manager

Once in the Feedback Manager, you can then select both the order and rating you want removed.

On the right-hand side of the page, there is a drop-down menu. You’ll want to then on the drop-down menu and select “Request Removal.” After this is done, a box will appear on the screen that shows the situations when Amazon will work with you to remove a seller rating. If this feedback violates one of the reasons that are shown, click “Yes” and Amazon will review your request to remove the review.

Request removal

What’s a Good Sales to Review Rate?

On Amazon, an acceptable sales-to-review rate is usually between 5% and 15%. This important rate is calculated by simply dividing the total number of product reviews by the total number of units sold and then multiplying by 100 to get an accurate percentage (again, usually between %5 and 15%).

Keep in mind, though, that the ideal review rate can change depending on a variety of factors such as the product category, the specific nature of the product, and the target audience. Additionally, some product categories may have naturally occurring high review rates because of customer habits or expectations. When researching Amazon reviews, it’s always important to fully understand both the market and competition to effectively gauge an accurate sales-to-review rate for your product.

Also, by maintaining a healthy sales-to-review rate on Amazon, you’ll be improving your listing’s credibility and visibility at the same time. Furthermore, a higher review rate will also draw the attention of Amazon customers who, noticing that your product is popular, will likely check it out and, perhaps, buy it. By effectively and strategically balancing your sales and review acquisition strategies, you can help set your Amazon business up for success long into the future.


Frequently Asked Questions

For 94.7% of Amazon sellers, using “Request a Review” helps you ask your customers for a review. Additionally, the average number of reviews for sellers who used this rose to an impressive 25.9 reviews.

You can use the “Request a Review” button or Amazon Vine Program, use Helium 10’s Follow Up, create an email contact list, use product inserts, or mitigate negative reviews.

Yes, you can submit your own product feedback when you select a star rating. You can also add text, photos, or videos to your review as well. However, you’ll need to meet certain eligibility requirements before doing this.

It takes up to 72 hours for reviews to appear after posting, although it can sometimes take up to 4 or 5 days. If you’re experiencing difficulty with reviews, it’s recommended to contact Amazon directly.

No, only customers who have spent over $50 on Amazon within the last 12 months can submit both ratings and reviews. Additionally, before posting a review, Amazon checks to see if it meets their Community Guidelines.

To get a 5-star rating for your product, you’ll need to figure out the difference between your current product rating and 5 stars. If your current rating is 4.2, you’ll need to, on average, get around 20 to 30 more 5-star reviews to reach a perfect rating.


A dedicated copywriter with nearly 4 years of experience, Josh works with Amazon sellers and helps his clients succeed on the platform.

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