How to Get More Reviews on Amazon

In the world of Amazon selling, standing out as a brand and building lasting customer relationships is crucial for long-term and sustainable growth. One powerful but often overlooked strategy is reviews. They build trust with potential customers that are viewing your products, improve your product’s visibility in search results, and directly impact your conversion rates. 

In this guide, we’ll explore the different methods for collecting reviews on Amazon, from leveraging Amazon’s own programs to using compliant marketing strategies that encourage organic feedback.

Why Reviews Are More Critical Than Ever: The Impact of the Amazon Rufus

The launch of Amazon Rufus, Amazon’s AI-powered shopping assistant, has changed how customers discover and evaluate products on the platform. This conversational AI tool helps customers find products, compare options, and make purchasing decisions by analyzing vast amounts of product data - with customer reviews playing a central role in its recommendations.

Rufus doesn't just show customers products based on keywords; it actively analyzes review content to understand the product strengths and weaknesses. This means your reviews directly influence whether Rufus recommends your product to potential customers.

When customers ask Rufus questions like "What are the best wireless headphones for running?" or "Which coffee maker is easiest to clean?", the AI draws heavily from review content to provide specific, detailed answers. Products with comprehensive, detailed reviews are more likely to be featured in these responses.

What This Means for Sellers

Sellers should strongly consider improving their review content strategy. You want customers to leave detailed, specific reviews that highlight unique product features and benefits. You cannot directly solicit specific content, so you want to provide excellent product and customer experiences, which will naturally lead to more detailed feedback.

Ensure your product descriptions and features align with the types of detailed information customers typically include in reviews, creating consistency that Rufus can easily identify.

How to Collect More Reviews on Amazon

The Amazon Vine Program

Amazon Vine is an invitation-only program where Amazon invites their most trusted reviewers to receive free products in exchange for honest, unbiased reviews. These reviewers have established credibility through their history of writing helpful, detailed reviews that other customers find valuable.

Sellers can enroll eligible products in the Vine program through their Seller Central account. Not all products qualify, and Amazon has specific criteria for participation. You cannot directly choose which reviewers receive your products. 

Vine reviewers receive your product at no cost and are expected to provide honest feedback within 30 days, and these reviews are clearly marked as “Vine Customer Review” to main transparency. Sellers pay a fee for each product enrolled in the program!

The Vine Program is great to help build that early momentum for new products, and can quickly accumulate a total of 30 reviews. 

Automatic Review Request

In the individual orders that you receive, sellers can click the “Request a Review” button. This will send a review request email to customers after their order is delivered. This email comes from Amazon (not directly from you) and simply asks customers to share their experience with the product. 

This is completely free to use, which is a cost-effective way to collect more reviews. 

Package Inserts

Package inserts can be used by sellers but the key is understanding what’s compliant and what’s not when it comes to including materials in your shipments. 

Well-designed inserts that provide value, such as care instructions or helpful tips can lead to organic reviews. Inserts that tell your brand story or express genuine appreciation are also common. 

You cannot ask customers to leave reviews, especially positive reviews, as this could be interpreted as soliciting reviews that are one-sided.

This is where GetReviews.ai comes in! They help you collect more reviews from customers via package inserts, QR codes, and surveys that is designed to stay within Amazon’s policy guidelines. To learn more, check out their website here or schedule a demo call with their team here.

Collecting reviews on Amazon requires a strategic, patient approach that prioritizes product and customer satisfaction. The most successful sellers focus on this from day 1, rather than trying to game the review system. 

The review landscape on Amazon will continue to evolve, but the fundamental principle remains constant: earn reviews by earning customer satisfaction. Master this approach, and your Amazon business will have a strong foundation for long-term success.