October 5, 2026
Amazon Review Requests Ads: What Sellers Should Know Before Using This New Campaign Type
Amazon is preparing to introduce Review Requests, a new Amazon Ads campaign type that could change how sellers think about review growth. Instead of advertising to shoppers who have not purchased yet, Review Requests is designed to reach customers who already bought the product and encourage them to share feedback.
For Amazon sellers, this is a major shift. Traditional Amazon Ads usually focus on discovery, clicks, and sales. Review Requests focuses on the post-purchase stage. A seller may be able to spend advertising budget to increase the chance that recent verified purchasers leave a star rating, written review, photo, or video.
That sounds powerful, especially for new launches. But it also needs to be understood carefully. Sellers are not paying for positive reviews. They are paying for Amazon to present a review request to eligible purchasers. The customer still decides whether to respond and what to say.
Amazon Review Requests Ads are expected to be paid campaigns that encourage recent purchasers to rate or review a product.
The basic journey is simple. A customer buys a product. Later, while browsing Amazon, that customer may see a native review prompt. The customer can submit a star rating quickly and may continue with written feedback, images, or video.
This is different from normal Sponsored Products or Sponsored Brands campaigns. Those ads try to win traffic and purchases. Review Requests Ads are meant to increase feedback from people who already bought the product.
That makes Review Requests a post-purchase advertising tool. It may help sellers turn real customer experience into more visible social proof.
Reviews play an important role in customer confidence. A product with very few ratings can struggle even if the listing content, images, pricing, and PPC campaigns are strong.
For new products, this is especially difficult. Sellers can launch PPC quickly, optimize keywords, improve A+ Content, and adjust offers. But genuine ratings and reviews take time because customers need to purchase, use the product, and decide to leave feedback.
Review Requests may help shorten that delay. Instead of waiting only for email requests or organic review behavior, sellers may be able to place review prompts in front of eligible customers while they are already active on Amazon.
Amazon has reported that its closed beta produced roughly three times as many ratings and reviews per week compared with the period before testing. That is encouraging, but sellers should not treat it as a guaranteed result. Performance may vary by category, product quality, customer satisfaction, pricing, and how many recent purchasers are eligible.
Based on Amazon’s announced direction, Review Requests is expected to be available first to registered Amazon sellers and vendors whose Amazon Ads accounts are in good standing.
The product itself also matters. Amazon has positioned this feature for products with fewer than 1,000 total ratings and reviews. Once a product reaches that threshold, the campaign is expected to pause automatically.
That means Review Requests will likely be most relevant for:
It is less useful for mature ASINs that already have thousands of ratings.
This is the most important point.
Review Requests Ads do not allow sellers to buy five-star reviews, positive reviews, written reviews, photos, videos, or favorable comments.
The customer remains independent. They can ignore the request, leave a low rating, leave a high rating, or provide detailed written feedback.
Amazon’s review policies still apply. Sellers cannot request only positive reviews. They cannot ask only satisfied customers. They cannot offer discounts, refunds, free products, gift cards, or other incentives in exchange for reviews. They also cannot try to suppress or remove negative feedback through manipulation.
A simple way to understand the feature is this: the seller may pay Amazon to distribute the request, but the customer owns the opinion.
For the right product, Review Requests may become a useful launch and growth tool.
A product with strong quality, accurate images, clear instructions, reliable packaging, and good customer satisfaction may benefit from more buyers being prompted to share feedback. If customers are already happy but not reviewing, this campaign type may help more of that satisfaction become visible.
That can support social proof. More ratings and reviews may help shoppers feel more confident before buying. Over time, that confidence may support stronger conversion, better PPC efficiency, and more stable ranking signals.
For example, if a product has 80 ratings, a 4.7-star average, low returns, and strong conversion, Review Requests may help accelerate review growth from a healthy base.
Review Requests can also create risk.
If a product has quality issues, misleading images, confusing sizing, poor packaging, high returns, or repeated customer complaints, asking more buyers for feedback may bring those problems into public view faster.
A seller should not think of this as a tool to “fix” a weak product. It does not improve the product experience. It increases the opportunity for customers to report that experience.
That means a poor product may collect poor reviews faster. A listing with inaccurate claims may receive more negative feedback. A product with weak packaging may see more complaints about damage or disappointment.
Before running Review Requests, sellers should check whether the ASIN is ready for more customer attention.
Amazon already has a free Request a Review feature inside Seller Central. Sellers can use it for eligible orders within Amazon’s allowed time window, and Amazon sends a standardized request asking for product feedback and seller feedback.
Review Requests appears to be different.
The existing Request a Review feature is tied to eligible orders and does not require an ad budget. Review Requests is expected to operate as a paid Amazon Ads campaign with budgeting and bidding controls.
That means sellers should not see Review Requests as a replacement for the existing tool. It is better understood as an additional review-acquisition channel that may reach recent purchasers through native Amazon placements.
Sellers should continue using compliant review-building practices while evaluating whether paid Review Requests campaigns make financial sense.
Review volume alone is not enough.
Once Review Requests becomes available, sellers should measure whether the campaign is actually creating incremental value.
The first metric is incremental rating and review volume. If a product normally receives 20 new ratings per week and receives 50 after launching Review Requests, the rough incremental lift is 30 additional ratings or reviews.
The second metric is cost per incremental rating or review. If the campaign costs $300 and produces roughly 30 additional ratings or reviews above the normal baseline, the estimated cost is $10 per incremental rating or review.
The third metric is rating quality. More reviews are not automatically good if the average star rating drops. Sellers should watch whether the campaign improves, maintains, or weakens the rating profile.
The fourth metric is downstream business impact. Sellers should check whether stronger social proof connects with better conversion, improved PPC performance, or more profitable sales.
Until real beta data is available, sellers should avoid assuming there will be a fixed “price per review.”
Sellers should prepare before spending on Review Requests.
Start with customer feedback. Read existing reviews, returns, buyer messages, product questions, and complaint patterns. If customers repeatedly mention the same issue, fix that issue before inviting more feedback.
Next, review listing accuracy. Make sure the title, images, bullets, A+ Content, size charts, variation structure, and product claims set the right expectations.
Then check product quality and packaging. If the item arrives damaged, feels different from the listing, or lacks clear instructions, Review Requests may expose the problem.
Finally, identify the best ASIN candidates. Look for products with low review counts, strong star ratings, healthy conversion, low returns, and enough recent sales activity to generate eligible purchasers.
We see Review Requests as part of a larger Amazon growth system.
Review growth should not be separated from listing quality, PPC, SEO, product experience, catalog health, and account compliance. A product with weak content and poor customer experience should not use review-request advertising as a shortcut. A strong product with slow review growth may be a better candidate.
For sellers, the practical question is not only “Can we run Review Requests?” The better question is “Which ASINs are ready for more customer feedback?”
This is where account strategy matters. Sellers should review ASIN-level data, product sentiment, PPC readiness, conversion rate, return reasons, and listing accuracy before campaign spend begins.
1. What are Amazon Review Requests Ads?
They are expected paid Amazon Ads campaigns that prompt recent verified purchasers to leave product ratings or reviews.
2. Can sellers buy positive reviews through Review Requests?
No. Sellers may pay for the request placement, but customers decide whether to respond and what rating or review to leave.
3. Which products may qualify?
Amazon has positioned the feature for eligible products with fewer than 1,000 total ratings and reviews.
4. Is the 3× review result guaranteed?
No. Amazon reported that result from closed beta testing, but individual seller results may vary.
5. Should every seller use Review Requests?
No. Sellers should first check product quality, return reasons, review sentiment, and listing accuracy before using the campaign.
Amazon Review Requests Ads may become an important new tool for eligible sellers, especially products with fewer than 1,000 ratings and reviews.
The opportunity is clear: sellers may be able to reach verified recent purchasers with native Amazon prompts and encourage more genuine feedback. For strong products, this may help build social proof faster.
But the risk is also clear. Review Requests does not create positive reviews. It creates more opportunities for customers to share real opinions. If the product experience is weak, sellers may simply pay to collect negative feedback faster.
The smartest sellers will prepare before launch. Review product quality, fix listing gaps, check customer complaints, measure baseline review growth, and choose only the ASINs that are ready for more visibility.
We can help Amazon sellers review their ASINs, PPC structure, listing content, catalog health, review sentiment, and launch strategy before new Amazon Ads features are used.
Schedule a strategy call with our team.
Follow Big Internet Ecommerce (BIE) on Instagram & LinkedIn to stay updated with the latest trends in Amazon selling.
Fill out the form and our experts will get back
to you within 24 hours.
.webp)
.webp)
.webp)
We respect your privacy. Your information is safe with us.