How to Get (and Manage) Reviews on Amazon: 5 Proven Methods

Which one would you choose?  

Product 1: Rated 4.8 stars with glowing reviews highlighting how fun it is, though it is considered a bit pricey.

Product 2: Has a lower 3.9-star rating with mostly positive feedback, but also includes some critical reviews, and it is priced more affordably.

Most likely, you’d go with the better-reviewed option, even at a higher price point. Strong product reviews are a critical part of a brand’s ecommerce success, often influencing purchase decisions. A study by PowerReviews found that 98% of customers rely on reviews when shopping, and 94% consider ratings and reviews their top factor while purchasing.

Yet, while brands recognize the importance of reviews, earning them isn’t always easy. Marketplaces have tightened regulations on how reviews are acquired and managed, making it harder to build credibility. In this article, we break down the process of getting reviews on Amazon and how to manage them effectively.

How to Get Reviews on Amazon

1. Product Inserts: Adding a non-incentivizing product insert to your packaging can be an effective way to encourage customer reviews while providing value. A small insert, about the size of a business card, can thank customers for their purchase, share usage tips, include customer support details, and politely request a review. For new sellers, this approach can help build credibility. However, when using this tactic on platforms like Amazon, ensure compliance with their Communication Guidelines. Avoid promotional language, leading statements, or conditional phrasing.
2. Request a Review: Amazon’s "Request a Review" button is a powerful, built-in tool within Seller Central that allows brands to send automated, Amazon-compliant review requests to customers who have recently purchased their products. Using this review tool consistently can significantly increase the volume of verified product reviews, especially for new or low-review products. Brands can streamline this process by using automation tools, such as Helium 10 or Jungle Scout, which allow bulk requests for eligible orders rather than manual, individual submissions.
3. Amazon’s Vine Program: Amazon’s Vine Program enables brands to send products to trusted reviewers in exchange for detailed and honest feedback. Vine reviewers are selected for their history of providing organic, detailed reviews, offering brands a strong opportunity to receive quality feedback—especially if the product meets customer expectations. Note that brands are responsible for the cost of the product and getting it to the customer, along with a possible nominal fee for the service.
4. Post-Purchase Email: Using Amazon’s Buyer-Seller Messaging to send personalized, guideline-compliant follow-up emails can encourage satisfied customers to leave reviews. These messages are also a great way to create buzz before a product launch. By engaging your audience early and sharing the product link at launch, you can turn loyal customers into enthusiastic early adopters who are eager to provide feedback—a straightforward yet often overlooked strategy.
5. Subscribe & Save: Amazon’s Subscribe & Save program is a powerful tool for ecommerce brands looking to drive repeat purchases, build customer loyalty, and increase the likelihood of organic product reviews. This program allows customers to subscribe to regular deliveries of essential products at a discounted price, ensuring they never run out of their favorite items. By enrolling products in Subscribe & Save, brands benefit from a more predictable sales cycle while fostering long-term customer relationships. Since subscribers receive the product on a recurring basis, they develop greater familiarity with it, making them more likely to leave a genuine, detailed review.

Amazon Product Review Management

Getting reviews is just the beginning. What you do next can make all the difference. Thoughtful review management builds customer trust and unlocks valuable insights that can drive repeat business. Turn feedback into a powerful growth tool with these expert tips on managing and responding to reviews effectively.

1. Monitor and Respond: Engaging with customer feedback, both positive and negative, shows your brand’s commitment to customer satisfaction. Thank customers for positive reviews and professionally address concerns in negative ones, offering solutions when possible. Negative reviews are inevitable, but the goal is to resolve issues and reduce their frequency over time. Striving for a perfect 5-star rating isn’t realistic, especially as review volume grows; instead, focus on consistently improving customer experience and building trust.
2. Create a Process: Review management can easily fall by the wayside, but assigning a dedicated team member and setting a consistent schedule helps keep it a priority. Aim to respond to reviews at least two to three times per week to address concerns promptly. Establishing a structured tracking system, whether through spreadsheets or automated tools like Helium 10 and FeedbackFive ensures feedback is analyzed regularly. Categorizing reviews by sentiment, product issues, or recurring themes provides valuable insights to refine products and marketing strategies.
3. Listen and Improve: Customers leave reviews when they feel they have something valuable to share. Positive feedback is great, and brands should be sure to acknowledge any specific praise and express appreciation. Negative reviews, on the other hand, can reveal important insights. Before responding, take the time to fully understand the concerns. Common complaints often highlight opportunities to improve product design, packaging, or descriptions, ultimately reducing negative feedback and enhancing customer satisfaction.
4. Amazon’s Brand Registry: Amazon’s Brand Registry empowers registered brand owners to protect their intellectual property, enhance product listings, and manage their reputation. A key benefit is its ability to help sellers identify and address fraudulent or misleading reviews, ensuring fair and accurate customer feedback. Enrolled brands gain access to the Brand Registry Support Team, allowing them to report policy-violating reviews—such as fake negative feedback from competitors, irrelevant comments, or those containing offensive language or unverified claims. If a review is deemed in violation, Amazon can remove it, safeguarding a product’s reputation.

By implementing these strategies, you can kickstart customer reviews and gain valuable insights to refine your products. Then, as your product gains traction, increased visibility will lead to more sales and even more reviews. Managing these reviews across multiple marketplaces takes time and effort, making a dedicated approach essential for long-term success.