How to Safely Request Reviews on Amazon

Amazon reviews are always a hot topic as these ratings benefit sellers in a number of ways but getting them can be challenging. In fact, earlier last year, a rash of Buyer-Seller Messaging restrictions raised questions about how to correctly interpret and follow Amazon’s guidelines for requesting reviews. Here we’ll cover why reviews are such a contentious topic for Amazon sellers, explain how to ask for reviews without breaking the rules, and introduce you to Amazon’s Request a Review button.

The Customer Review

Why’s the customer review so important to your Amazon business? “Consumers rely on these ratings to help them evaluate products and make purchasing decisions. Sellers use reviews to get their products noticed on Amazon. The way it works is that Amazon’s search algorithm considers the number of reviews a product has received, as well as the recency of those ratings. Product reviews can also reveal issues with listing descriptions, ideas for improving products, and much more. In other words, reviews provide many benefits for buyers, FBA, FBM sellers, and Amazon.” – Becky Trowbridge, Content Editor at eComEngine, software provider for internet retailers

Review Restrictions

When Amazon began issuing Buyer-Seller Messaging restrictions last year, the email sent to sellers who received restrictions provided some insight into how Amazon is looking at messages sent through Buyer-Seller Messaging. Asking for the same review repeatedly, sending links or attachments that are not necessary for completing the order, and an excessive number of customer complaints about your messages were all items listed as reasons for restriction. However, those policies are not explicitly outlined in the Amazon Communication Guidelines or product review policies. Additionally, Amazon has a zero-tolerance policy for review violations. If Amazon detects attempts to manipulate reviews, consequences range from immediate (and permanent) withdrawal of Amazon selling privileges to legal action against the seller. However, there is an easy way to request reviews on Amazon that is always completely compliant with all guidelines. Read on to find out how it works!

Enter Amazon’s Request a Review Button

The Request a Review button is a new way to send review requests directly from Amazon to the buyer on your behalf. The message includes a review request with an image of your product as well as a seller feedback request. It cannot be edited, and since it’s generated by Amazon, you can be confident that your message is always compliant with all Amazon policies. You can send a Request a Review request from the Order Details page in Seller Central for each of your eligible orders. You can also automate this process with FeedbackFive, a tool that allows you to set timing rules and schedule automation for the Request a Review message. The request can only be sent between 5-30 days after the order is delivered. In addition, you cannot send a follow up request. Here is an example of the message that buyers receive: The Request a Review message is automatically translated into the recipient’s preferred language. If you sell in multiple marketplaces, this feature offers a great way to request product reviews and seller feedback without the need for a professional translator.

Know the Communication Guidelines

You can still send review requests with Buyer-Seller Messaging or with a third-party tool like FeedbackFive, but it’s important to follow Amazon’s Communication Guidelines when doing so. Based on those guidelines and the email that restricted sellers receive, your message cannot include:

• Multiple requests for a review or seller feedback
• Language that incentivizes buyers to leave a rating with promises of compensation, reimbursement, coupons, free products, etc.
• Language that manipulates a rating or diverts an unhappy buyer to a different location
• Marketing or promotional messaging
• A link to opt-out of messaging
• Links or attachments that are not necessary for completing the order
• Logos that show your URL or link to your website

If the message is not necessary to complete the order, do not use “[Important]” in the subject line. If you are sending your message in Seller Central, you cannot include any content that is different from the contact reason you chose on the Contact Buyer page. Never ask buyers to leave positive ratings in any format. This includes packaging and printed product inserts. If you are requesting a rating with your own messaging, make sure that your language is neutral and do not include if/then statements.

Bottom Line

As an Amazon seller, requesting reviews properly and safely is vital to your business as many of your consumers will rely on these reviews when making a purchase. Follow our guidelines above to ensure you’re requesting reviews correctly.