Reviews are the grease that keeps the wheels of the Amazon machine moving. Product reviews are a vital factor in the decision-making process for the majority of shoppers. Research shows that a product with five reviews is 270% more likely to be purchased compared to a product with no reviews. This likelihood of purchase is even higher for high-priced items.

Then there’s the behind-the-scenes benefits: Amazon’s algorithm prioritizes products with good reviews in its search results rankings. If you want your products to appear higher up on the list, you need positive reviews and lots of them.

The real question here is not about the usefulness of Amazon reviews, but rather how to acquire them. However, due to the significant impact of reviews, Amazon has implemented strict guidelines on what sellers can and cannot do to obtain them. This is because Amazon aims to maintain the reliability of reviews for the benefit of all shoppers.

In this in-depth guide, we will explore the latest updates on Amazon's review policy for 2023. Additionally, we will reveal proven techniques to acquire top-notch reviews that you can seamlessly integrate into your current strategy.

In order to maintain a fair and trustworthy marketplace, Amazon has specific guidelines in place regarding what you cannot do with Amazon reviews. It is important to be aware of these guidelines to avoid any violations that could potentially lead to penalties or account suspension.

You are prohibited from offering any incentive whatsoever in exchange for reviews. Incentives include discounts, gifts, payment, or any other compensation. This rule also applies outside of Amazon, like with third-party services or deals made through external websites and social media.

No, you can’t give yourself a glowing review, even from your personal Amazon account. That goes for your competitors, too. Never attempt to blast the competition with bad reviews, as tempting as that may seem. It can get you into big trouble! This policy also extends to your friends, family members, and employees, so don’t try anything sneaky.

According to the Seller Code of Conduct on Amazon, you must only request reviews “in a neutral manner.” That means you can’t explicitly request a positive review. You must be extremely careful about wording your review requests, avoiding words and phrases like “good,” “great,” “positive,” or “five stars.”

You can’t request that unhappy customers take down their bad reviews, or even edit them. However, if the customer chooses to modify their review voluntarily, that’s fine. If you’re willing to work with the customer to correct the problem that led to the bad review, you must go through the proper channels (more on that below).

As an Amazon seller, there are several things you can do with Amazon reviews to maximize their impact on your business.

Sellers have the right to ask customers for reviews, but there are specific Communication Guidelines to follow. You can send one request per sale within 30 days of the order being completed.

It is important to send the request in the buyer's preferred language and avoid including any links that redirect the buyer to another website. Additionally, promotions for other products or any marketing messages should not be included.

There are a few ways to ask for reviews inside Amazon’s Seller Central interface. Many sellers (around 55% based on our research) utilize Amazon's Request a Review feature, which allows you to send a message requesting a product review and seller feedback. This message is sent from Amazon on your behalf and cannot be edited. It complies with the marketplace's review policies, ensuring that you stay within the guidelines.

Alternatively, some sellers prefer to use Buyer-Seller Messaging to send dedicated review and seller feedback requests. However, you must automate these requests using software that connects to Amazon's API. You also need to be careful to follow Amazon's review policies when creating custom Buyer-Seller Messaging requests to avoid inadvertently violating any rules.

Amazon works amicably with third-party review software as long as it’s verified. These software solutions can be easily accessed through Amazon’s Selling Partner Appstore. However, it is important to note that even if you are using a verified service, you must still adhere to the guidelines outlined in the Amazon review policy. Be sure to do your homework before you choose a service as you will be held responsible if something goes wrong.

Amazon no longer allows you to publicly comment on your product reviews. However, it has added a feature that allows brand-registered sellers to contact customers who have left 1-3 star reviews in an attempt to rectify the situation. Through a templated message created by Amazon, you can either offer a refund or a replacement item. You also have the option to contact the buyer to discuss the issue.

While you cannot ask customers to remove a bad review themselves, you can appeal to Amazon to remove the review if it breaks the rules. Specifically, Amazon can remove a review if it uses profanity or obscene language or discloses personal information like names, addresses, emails, and telephone numbers.

As if getting reviews wasn’t hard enough, staying compliant with all of your review requests can be just as difficult to manage. Luckily, you don’t have to do it alone.

As we mentioned above, one strategy is to use third-party software to automate review requests for you. For years, sellers have found this method to be the most successful.

FeedbackFive by eComEngine automates review requests using both Amazon systems: Request a Review and Buyer-Seller Messaging. It allows you to exclude specific orders, create personalized messages for each SKU, and schedule messages at the optimal time for your products. It also monitors reviews, notifying you of any negative ratings so you can take action quickly. Don't forget to use our special code, Partner60 to get a 60-day free trial of FeedbackFive or RestockPro.

Additionally, eComEngine provides a variety of product alerts to keep you informed of changes in your listing status, Buy Box ownership, and content. We’ll also let you know if the number of sellers on your offer has changed, signaling possible hijacker activity. All of these alerts empower you to take control of your products and prevent any loss in sales.

See for yourself how this software can improve your Amazon business with a free trial of FeedbackFive.