Reviews are one of the most powerful assets an Amazon seller can build. They shape buyer confidence, influence conversion rates, improve organic ranking, and directly affect long term sales performance. For shoppers, reviews act as a replacement for touching or testing a product in person. For sellers, they are the clearest signal of whether a product is meeting buyer expectations.
Yet getting reviews consistently remains one of the biggest challenges for Amazon sellers. Understanding how reviews work, how Amazon evaluates them, and how to request them correctly can be the difference between a product that struggles and a product that scales.
This guide breaks down what Amazon reviews actually are, why they matter, and how sellers can safely and effectively grow them using compliant automation.
What Are Amazon Reviews
An Amazon review is a customer’s public opinion of a product they purchased. Reviews can be written text, star ratings, images, or videos. They contribute to the overall star rating and help establish trust for future buyers. Amazon also includes simple star ratings without written text as part of a product’s total review count.
Not all reviews are treated equally. Verified Purchase reviews carry more influence because Amazon can confirm the transaction happened on its marketplace. Reviews that include text, photos, or videos also tend to carry more weight, both in Amazon’s algorithm and in shopper decision making.
It is important to understand that reviews are different from seller feedback.
Reviews are about the product itself.
Seller feedback is about the service provided by the seller, such as delivery accuracy, packaging, and communication.
Both matter, but they serve different purposes.
Why Reviews Matter For Amazon Sellers
Reviews influence ranking
Amazon’s algorithm rewards products with strong and consistent review activity. More reviews and a higher average rating increase your chances of appearing on page one of search results.
Reviews increase conversion
Shoppers trust other shoppers. A product with fifty reviews will usually convert far better than one with five. A product with five hundred is in a different league entirely.
Reviews improve your products
Every review is direct customer research. They reveal quality issues, packaging problems, sizing confusion, and opportunities for product improvement.
Reviews impact inventory planning
If a product is trending upward in review sentiment and volume, it is usually a strong indicator of growing demand. If reviews start declining, it may signal quality issues that need addressing.
Reviews strengthen your brand
A strong review profile helps you stand out among competitors and gives buyers confidence to choose your brand over alternatives. High review volume is one of the clearest signals of credibility on Amazon.
How To Request Amazon Reviews
Amazon allows sellers to request reviews as long as the message is neutral, policy compliant, and sent within 30 days of order completion. Sellers can request reviews in two main ways.
Manual requests through Seller Central
You can open each order and click the Request a Review button.
This is extremely time consuming and inconsistent, especially as order volume grows.
Automated review requests through Amzigo
Amzigo connects directly to the Amazon API to automatically send Amazon-generated review requests for every eligible order. This ensures:
• Consistent delivery
• Correct timing
• Full compliance
• No manual work
• Both product reviews and seller feedback requests are triggered
Consistency is what creates long term review growth. Automation makes it possible.
How To Get More Amazon Reviews
The foundation of review growth comes from a high quality product and a clear listing, but there are several actions sellers can take to support steady review activity.
Deliver a product that meets expectations
Most positive reviews come from products that work exactly as described. Clear sizing, accurate photos, and clean packaging reduce negative feedback.
Send a compliant review request every time
You will never get reviews consistently without asking for them.
Automated review requests through Amzigo ensure one request per order and full adherence to Amazon rules.
Use product inserts responsibly
You are allowed to include usage instructions, care details, and support information. You cannot offer incentives or direct buyers to leave a positive review.
Enrol in Amazon Vine if you are brand registered
Vine can generate detailed reviews early in a product’s lifecycle, but it is best suited for new launches and carries a cost per ASIN.
Communicate clearly
Accurate listing information and timely responses to buyer questions reduce confusion and negative ratings.
Improve your listing based on real feedback
If reviews consistently mention the same issue, update your images, bullets, or A plus content to address it.
Selling Internationally And Reviews
If you sell across multiple Amazon marketplaces, you need local reviews in each region. A product with two hundred reviews in the United States may have zero in Germany, which makes the listing appear unproven to local buyers. Review requests must be translated and sent in the buyer’s language, something Amazon’s own Request a Review message handles automatically.
Amzigo ensures international review requests are triggered correctly across all connected marketplaces, maintaining compliance and improving visibility in each region.
Understanding Amazon’s Review Policies
Amazon’s rules are strict because they protect the integrity of the review ecosystem.
Here are key principles every seller must follow:
• Never offer incentives or discounts in exchange for reviews
• Do not ask for positive reviews
• Do not review your own products
• Do not request removal of a review
• Do not send marketing messages inside review requests
• Do not attempt to manipulate reviews across product variations
Sellers can only request reviews in a neutral, non promotional message.
Amzigo’s automation ensures every request is fully compliant.
Monitoring And Managing Reviews
Staying on top of reviews allows you to respond to issues quickly.
Manually checking each ASIN daily is not scalable for most sellers.
Amzigo provides a simple, real-time view of review activity so you can track new reviews and understand how customers are responding to your products.
It is important to note that sellers cannot reach out to buyers to resolve negative reviews unless they are brand registered and using Amazon’s official Customer Reviews tool.
For all sellers, the best response is to:
• Improve the product or listing if patterns emerge
• Report abusive or guideline breaking reviews
• Maintain consistent review requests for future positive momentum
What To Do About Negative Reviews
Negative reviews are part of selling on Amazon. They can feel discouraging, but they often provide valuable insight. Identifying recurring issues allows you to improve your products, update your listing, or adjust packaging and instructions.
Amazon will only remove reviews that clearly violate community guidelines.
Sellers must never pressure customers to remove or edit their reviews.
The most effective way to dilute negative reviews is through steady, compliant review growth for future orders.
The Smarter Way To Grow: Automate Review Requests
Building a strong review profile takes consistency. That is why most successful sellers automate review requests rather than relying on manual work. Automation ensures that:
• Every order receives a review request
• Messages are sent at the correct time
• All marketplaces are supported
• Requests follow Amazon’s rules
• Growth compounds month after month
Amzigo’s Automated Review Centre is built for sellers who want to scale their review strength without the workload.
