A few weeks ago, without an official announcement, Amazon added a new “Request a Review” button in Seller Central. The button is now available to all sellers and is on an order details page. So what is this button and what to expect from it, let’s try to solve this mystery.

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Amazon “Request a Review” button – facts and features

On the detailed order page, the sellers have begun to see a new “Request a Review” button, it appeared next to the traditional buttons “Print Packing Slip” and “Refund Order”. The button appears with different time intervals and depending on the type of your product or category, it can appear from several hours to 5 days after the completion of the order.

Amazon request a review

It’s logical that many sellers so far haven’t risked clicking on this button due to the lack of any information from Amazon. But if you still click on it, the button will simply disappear and Amazon will send an automated review request.

Amazon request a review button

Why the new button does not appear in my Seller Central

This may happen for several reasons. This user may have already left a review about your product and Amazon does not want to send a duplicate letter. Another reason is that the seller uses third-party feedback management service and has already sent a review request through it.

If you are one of those sellers for whom this button is not yet displayed, don’t be upset, it’s just a matter of time. Large platforms like Amazon often test new features on a small cluster of users to gather the necessary information. So you can expect this feature to be rolled out shortly.

At the moment, the innovation is available on the US and European marketplaces and shortly it’ll become clear whether Amazon is going to launch a new feature globally. It all depends on the information that the platform will collect on the most active marketplaces.

What are the implications of using the “Request a Review” button

In one of our last articles, we already said that recently Amazon has begun to more strictly monitor seller accounts for TOS compliance. In many forums, sellers complain that Amazon has restricted them to contact their customers indefinitely for very vague reasons. And now, this review request feature, sanctioned by Amazon, brings even more suspicion.

Due to this, Amazon has updated its communication guidelines to clarify the policies and confirm that no major changes have occurred.

Amazon review button

You can still use the Buyer-Seller messaging system and 3rd party services to send product and feedback requests. And you can still use the links to direct buyers to leave a review or feedback.

At the same time, don’t forget the rules that must be strictly followed to comply with Amazon Terms of Service. We decided to briefly go over the main points disclosed in our article Temporarily restricted from initiating contact with buyers: How to Request Product Reviews Safely that you should avoid when messaging your buyers:

  • Any manipulation of reviews is prohibited. That is, you cannot ask the buyer to leave only a positive review or to convince them to change a review. This includes requests to contact a seller in case of any problems with their order before leaving a review or any phrases such as “if you like your product, please leave a review.”
  • Offering discounts, coupon codes, gifts or free items in exchange for reviews. Sometime in 2016, Amazon allowed sellers to offer free products or discounts in exchange for a review, but these times are long gone. Now for such an action, you can easily get account suspension.
  • Inserting certain links. Amazon rules prohibit the insertion of external links outside of Amazon or links to detailed product pages or storefronts in the messages.
  • Sending advertising or promotional messages. Communication with customers should be limited to their recent purchase. Sellers cannot advertise their other products, new items or send buyers to ane third-party websites, including the brand’s homepage.

Should I use the “Request a Review” button

Considering the enormous impact of reviews on product ranking, as well as sales conversion, most sellers consider it their main goal to establish a stable mechanism for receiving new reviews. Amazon’s new feature offers a quick solution that is suitable for sellers who have very little time or for sellers who haven’t got any strategy for getting feedback.

How does the Amazon-generated review request look like

Amazon review request

Let’s figure out all the nuances this new Amazon function has.

Firstly, if you receive a large number of orders every day, you simply don’t have enough time to manually open the order details page and press the button. However, using 3rd party Amazon feedback services, you can automate the “Request a Review” button for thousands of orders in just a minute.

Secondly, you cannot manage the content of the letter, which limits your ability to create branded and customized letters. But at the same time, you can be sure that your requests are always 100% compliant with all Amazon policies.

Thirdly, with “Request a Review” button, you don’t need to worry about opt-out buyers or buyers who already left a review since Amazon will handle this for you and simply won’t send requests to such buyers. Moreover, Amazon will also automatically translate a letter to a buyer’s language that may increase the conversion of requests.

And last but not leastadvantage of official Amazon requests is their credibility to the buyers. That’s to say, buyers are more likely to share their opinion when Amazon asks them compared to a seller they have known recently.


Final thoughts

If you have a small business with only a few orders per day and you have not set up email automation yet, then the new Amazon feature is just what you need, just click a button and your customers will receive a review request.

But for sellers who want to to experience the power of official Amazon rating requests, SageMailer has launched a new feature that automates new Amazon “Request a Review” button and you can try it by yourself with free 1-month trial, no card required.