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How to Get More, Higher Quality Amazon Reviews

Feb 11, 2020 | Product Marketing

Reviews are the key to success while selling on Amazon, but if you solicit certain types of feedback, you can risk account suspension or closure. Amazon does much of the work, as it ultimately values the opinion and experience of those spending the money on the platform. So how do you get reviews faster and maximize the good ones that drive sales?

3 Steps to More Reviews

Both Amazon orders and your own customer list are fair game for reviews. However, there are some differences in the methods you can use. You have more freedom with your own non-Amazon derived customer list, as you must adhere to Amazon’s own rules when contacting Amazon buyers or risk a suspension on your account suspension. Here’s how to approach both in 3 simple steps.

Step 1: Understand Amazon’s Do’s and Don’ts

Amazon has very strict rules covering how sellers can ask for feedback from Amazon buyers:

  • Do: Contact buyers through your Seller Central Buyer Message system
  • Do: Customize messages sent through the using your Seller Central Feedback Manager
  • Don’t: Try to get Amazon reviews by offering incentives or coupons to buyers
  • Don’t: Specifically ask for positive feedback or a 5-star review
  • Don’t: Ask a buyer to change a negative review

Step 2: Use Amazon’s Automated Order Feedback System

Amazon makes it easy for you to get reviews from orders that came directly through Amazon. To make it easy, your Amazon seller account can be set up to automatically send feedback request emails following order delivery, like the one below.

Amazon Review Feedback Request

You can customize feedback requests in the Feedback Manager in your Seller Central dashboard, but keep in mind the do’s and don’ts. Stay away from language like:

  1. If you love your (product) be sure to leave us a good review.
  2. Thank you for buying (product)! If you’re thrilled with it, leave us a 5-star review.
  3. Leave us a 5-star review and we’ll send you a coupon.

These types of statements are a strict DON’T. But, you can ask for and encourage feedback using these types of phrases:

  1. Your opinion matters to us.
  2. We value your insight.
  3. Share your experience with other shoppers.

You have to use Amazon’s system to get feedback from your Amazon customers. However, if you sell on other platforms, such as your own website, you can use your own customer lists to gather Amazon reviews with some simple email marketing.

Step 3: Create Your Own Amazon Review Email Marketing Campaign

Amazon prohibits sellers from contacting Amazon buyers outside of their platform. However, you can ask customers of your own website for Amazon reviews. Done right, a 3-part email campaign is a simple way to gain a number of positive product reviews and maybe even make your customer service processes better in the process.

Part 1: Initial Contact

Email your non-Amazon customers a personalized customer satisfaction email using your usual email marketing solution. Mailchimp is an affordable option for businesses with simple ecommerce / automation needs while Klaviyo is more robust for integrated ecommerce tracking and complex segmentation. This approach tends to work best as a simple, personal email from someone at your company, for example:

Hello [Buyer Name],

My name is [Your Name Here] and I’m the [Owner/Founder/VP of Customer Satisfaction/etc…] of [Your Company/Brand]. I see that your order was delivered recently and I want to make sure you are completely satisfied with your new [Product].

We hope you’re happy that you chose to shop with us and that [Product] exceeded your expectations. If it did, would you mind sharing your opinion with others? You can leave a review and share any additional details here. [Link to the product review page for your product on Amazon]

If you have any issues whatsoever, please let me know via reply to this email and I’ll do whatever I can to make it right.

Once again, thank you for your order!


Yours Sincerely,

[Your Name]
[Your Title]

After sending, pay close attention to your email responses. Tag any emails from displeased customers. We’ll get to that next.

Now watch your Amazon review counts. You should see a bump up within a few days. Note that customers must have an Amazon account to leave a product review, but they can leave reviews even if they didn’t make the purchase on Amazon itself. If you’re worried, you can mention this in your email, but keep in mind that shorter emails are more likely to receive a response. It’s likely many have Amazon accounts and will know how to leave a review, but it’s also likely that most won’t bother—this is normal. If you get Amazon reviews from about 2% to 4% of your emailed customers, you’re doing well.

Part 2: Resolve Dissatisfied Customer Issues

Next, you’ll want to address any responses from dissatisfied customers. Fixing these problems is a twofold benefit for you. First, this outreach and problem-solving effort can help you keep an otherwise unhappy customer. Second, customers whose product complaints were resolved satisfactorily feel valued and are likely to leave positive reviews.

After you’ve resolved any product-related issues to your customers’ satisfaction, it’s time for the final step.

Part 3: Ask for a Review from Customers with Resolved Issues

In your final problem-solving follow-up email, ask for a product review from these customers and include the link to your Amazon product page. Remember, these are your customers, not Amazon’s, so you can be selective with these emails. Try to judge whether a customer will give you a positive review from the tone of their responses to your attempts at resolution. If it seems iffy, don’t request a review. It’s that simple.

Keep in mind that product review counts from these customers may be lower than the first bunch, but they might leave comments that commend your efforts to resolve product issues. These can be powerful in the overall makeup of your reviews since they paint a real picture, compared to having only near-perfect reviews which can look suspicious and fake.

Why Email Marketing Campaigns Work to Get Amazon Reviews

If you read the above and are now wondering if the email campaign we describe above is picking the low-hanging fruit for reviews, the answer is yes. But there’s absolutely nothing wrong with this method. Remember that customers that were completely dissatisfied have a way of finding your page and leaving a review all on their own. You might as well be proactive and try to get Amazon reviews from all of your buyers.

The above method is more than just review-harvesting. It’s a legitimate customer service campaign that thousands of companies use every day to gauge customer satisfaction and spot and remedy issues. While helping you get Amazon reviews, it also helps you learn what’s working, and what’s not—directly from your customers. This information is key to improving your products and your service as you look to not just get better reviews, but also drive higher growth.

How to Get Higher-Quality Reviews on Amazon

As mentioned earlier, Amazon restricts what you can say in your messages to buyers. You absolutely can’t outright ask for positive feedback or incentivize customers to give you a 5-star product review. But you can shoot for higher-quality reviews by encouraging customers to share their thoughts through words, pictures, or video.

Here are 3 examples of how you can ask for higher quality Amazon reviews (without breaking Amazon’s rules):

  1. Your opinion matters! Please share your thoughts and don’t be shy—the more information, the better.
  2. Pictures are worth 1000 words and you can include them in your review.
  3. Make your review come alive by uploading a video.

In truth, most happy buyers think that giving a quick 4 or 5-star review and a “works great” is more than enough. They don’t think to elaborate in words or show the products in images. It’s not against policy to let them know they can do this, as long as you don’t nudge your ask into positive-review territory.

The Bottom Line

Experts across the board agree that Amazon ratings and product reviews are a major sales-driving force. They influence everything from your Amazon search results to shoppers’ buying decisions on the platform. Managing the reviews side of your business is every bit as important as managing inventory, shipments, and accounts.

Remember that product reviews don’t have to come from Amazon buyers alone. You can tap into your entire customer base with a proactive email campaign and send them directly to Amazon to place the product review. This is how many small brands and businesses build a respectable star-rating that speeds up Amazon sales growth. Like many small business tasks, driving feedback and reviews takes planning and resources. But done right, the payoff can take your business to the next level.

… Ready to take your Amazon business to the next level? Inquire about Rainfactory’s Amazon services today. 

This article was adapted from Fit Small Business. Photo by Adam Jang on Unsplash.