by Assaf Sternfeld, CEO, Cabilly & Co.
NEW YORK – If you sell on Amazon, you’ve likely noticed more discussions in seller communities about sudden Amazon seller suspensions linked to review manipulation. This isn’t a passing trend – Amazon has increased enforcement, and even sellers with good track records are finding themselves suspended.
After many existing and new clients have reached out to us with this issue, we decided to write this guide to explain why Amazon is taking a harder stance, what counts as review manipulation, and how you can protect your account.
What counts as review manipulation? Amazon defines review manipulation very broadly, and considers many activities that are not explicitly specified in its policies to fall under this violation. It covers any action that influences reviews in an unnatural way, including:
- Offering incentives like refunds, discounts, or free items in exchange for a review – even if you don’t ask for a positive review, or only ask for an “honest” review.
- Asking only satisfied customers for reviews while diverting unhappy ones elsewhere – simply saying “if you are dissatisfied with your order or have any concerns, please contact us at [email address] will be considered a violation.
- Generating reviews or sales through friends, family, or paid services, including online services that claim to be fully compliant with Amazon policy.
- Using any third-party company that sends buyers to your listings and then refunds or discounts the buyers outside Amazon, even if no review is requested and they claim to be fully compliant with Amazon policy.
Amazon is taking an almost zero-tolerance stance and even first-time violations can lead to permanent account deactivation.
Why Amazon Review Manipulation Suspensions are On The Rise?
Several factors drive Amazon’s increased enforcement:
Protecting Customer Trust
Shoppers rely heavily on reviews when making purchasing decisions. Any hint of fake or biased reviews can damage Amazon’s reputation, so the company has adopted a zero-tolerance policy.
Regulatory Pressure
Authorities in the U.S., UK, and EU are pushing for stricter action against fake reviews. In the U.S., proposed penalties could reach tens of thousands of dollars per fake review, creating added urgency for Amazon to act.
Smarter Detection Systems
Amazon’s algorithms can now detect unusual review activity, such as sudden rating spikes, repeat reviewers, or coordinated posting patterns.
High-Profile Account Bans
Amazon has permanently removed major brands for review manipulation, proving that enforcement applies to everyone – regardless of sales volume.
How to Avoid a Review Manipulation Suspension
Read and Understand All Relevant Policies
Ensure that all individuals involved in managing your account are familiar with all relevant policies, including but not limited to: Selling Policies and Seller Code of Conduct, Customer Product Reviews Policies, and Communication Guidelines. Do not rely solely on the letter of the law and err on the side of caution. Amazon interprets these policies very broadly, so even if a practice is not explicitly prohibited by policy, it may still be banned in practice.
Use Amazon’s Official Tools
The “Request a Review” button in Seller Central sends an Amazon-approved message to buyers, ensuring compliance with review policies.
Avoid Review Requests on Product Packaging, Inserts or via Buyer Seller Messaging Entirely
As a precaution, it’s best not to ask for reviews except via the approved tool. This eliminates any risk of messages being flagged for compliance issues.
Never Offer Incentives
Small gifts, free products, discounts, or coupons for future orders in exchange for a review – even if a positive review is not mentioned – can trigger a suspension.
Avoid Third-Party Services that Promise Sales or Reviews
Avoid “guaranteed review” services, review exchange groups, or any third party service that sends buyers to your listings and refunds or discounts them outside of Amazon. Many services claim to be fully compliant with Amazon policy, however as mentioned above, Amazon interprets its own policies very broadly, and many practices not explicitly mentioned in the policies are in fact strictly prohibited.
Focus on Product Quality
High-quality products and excellent customer service naturally lead to positive reviews – no risky shortcuts required.
Be Smart, Avoid the Temptation to Ask for a Review
The current rise in Amazon seller suspensions for review manipulation is a clear warning to sellers: Amazon is serious about keeping its review system clean. By understanding the rules and operating within them, you can safeguard your account and business. If your account has already been suspended, acting quickly with a strong, well-structured appeal is crucial.
Legal Disclaimer: This article is for informational purposes only and does not constitute legal advice in any form. It is not intended to be a substitute for professional legal counsel. For any legal matters, it is essential to consult with a qualified attorney who can provide advice tailored to your specific situation. Reliance on any information provided in this article is solely at your own risk.
Assaf Sternfeld is CEO of Cabilly & Co. Cabilly & Co. is scheduled to exhibit (Booth #531) at Prosper 2026, scheduled for March 10-12 at The Wynn Las Vegas.