Key Takeaways:
- Amazon Review Requests ads invite recent buyers to rate products but don’t guarantee positive reviews.
- Products must have fewer than 1,000 total ratings and reviews to qualify for the open beta.
- Early testing showed triple the weekly reviews compared to pre-campaign activity, according to Amazon’s internal data.
Amazon has introduced a paid advertising format designed to help sellers collect more customer feedback. Review Requests ads invite recent buyers to leave a rating or review while they shop on Amazon, according to Amazon Advertising. The tool entered open beta in the United States in late October 2026.
Unlike traditional review-generation methods, this format places an invitation directly in front of a buyer’s browsing experience rather than relying on post-purchase emails or product inserts. Sellers who want to use the ads need to understand both the mechanics and the limitations before committing a budget.
How Do Amazon Review Requests Ads Work?
The ad format shows an invitation to recent purchasers as they browse Amazon. Customers can submit a star rating with one tap and optionally add written comments, photos, or video, per Amazon Advertising.
Sellers pay for the ad placement itself, not for favorable outcomes. Amazon’s review policies still prohibit compensation in exchange for positive feedback, and buyers remain free to leave critical reviews.
During a closed beta held from June 3 to June 21, 2026, Amazon reported three times as many weekly ratings and reviews compared to the period before the test, according to internal company data. Amazon noted that results will vary by product and seller.
Who Qualifies for Amazon Review Requests Ads?
Eligibility is limited to sellers and vendors with active advertising accounts in good standing and no active policy violations. Products must have fewer than 1,000 total ratings and reviews to launch a campaign, and Amazon checks eligibility both at campaign creation and while a campaign runs.
Once a product reaches 1,000 reviews, Amazon automatically pauses review requests for that listing. The threshold positions the tool as an option primarily for newer products or those still building a review history.
How Does This Differ From Other Amazon Review Tools?
Seller Central’s Request a Review button remains free and can be used once per order between five and 30 days after delivery. Amazon Vineoffers free products to Amazon-selected reviewers in exchange for honest feedback, with its own separate enrollment criteria.
Review Requests ads represent a third option: a paid placement that still leaves the final decision, and the content of any review, up to the buyer.
What’s the Best Way to Test a Campaign?
Sellers considering the format should first review existing feedback and address recurring product issues before paying to generate more reviews. Setting a budget ceiling and recording baseline sales, ratings, and written reviews before launch allows for a clearer before-and-after comparison.
Tracking star ratings and written reviews separately, rather than combining the two, helps avoid misattributing results to the campaign. Comparing performance against similar products not running ads can also account for outside factors like concurrent promotions.
What’s the Takeaway for Sellers?
The format may suit products with established sales but limited reviews, or newer listings that meet the eligibility threshold. Sellers who treat a campaign as a measured test, with defined budgets and separate tracking for ratings and written reviews, can judge whether the tool fits their overall strategy.
(Note: AI assisted in summarizing the key points for this story.)