Understanding the Amazon review policy is more than just compliance for sellers; it can pave the way toward a better reputation, improved ranking, and bigger revenue.
Without a doubt, online reviews have become the digital version of word-of-mouth. In fact,
A recent survey from Artios revealed that 50.27% of consumers read online reviews before making a first-time purchase from an unfamiliar brand.
Online reviews were the top source for consumers, scoring even higher than friends who bought the item before and social media buzz around the product.
This data only goes to show how valuable reviews can be in the digital space, especially in a crowded marketplace like Amazon.
But how can you make the most out of customer feedback without getting your account suspended or removed?
What is the Amazon Review Policy?
The Amazon review policy sets clear guidelines on how product reviews should be requested, posted, and managed. At its core, the policy is built to protect buyers from misleading information and ensure that reviews remain trustworthy.
According to Amazon’s official guidelines, sellers must never engage in review manipulation or what could be considered incentivized reviews. Instead, sellers are encouraged to ask for reviews in a neutral tone, without requesting specific ratings or using manipulative language.
The platform gives more weight to verified reviews—that is, feedback from customers who actually bought the product on Amazon. These appear with a special badge and are seen as more credible.
The latest findings from a survey by BrightLocal say 44% of respondents were confident they’d seen fake reviews on Amazon in 2025. That’s less than 49% in 2024 and 54% in 2023.
However, Amazon still has a long way to go when it comes to stepping up the trustworthiness of its reviews. After all, more respondents said they spotted fake reviews on Amazon compared to Google, Facebook and Yelp.
With the marketplace working harder than ever to rebuild trust in product reviews, it goes without saying that the Amazon review policy for sellers plays a critical role.
What’s Not Allowed Under the Amazon Review Policy
Whether you’re fulfilling orders yourself or relying on FBA, the Amazon FBA review policy and the broader Amazon review policy apply to all sellers equally. The goal is to maintain a review system that’s fair, trustworthy, and free from manipulation.
The Amazon new review policy outlines several clear violations that sellers must avoid:
- Offering compensation in exchange for reviews. This includes free products, discounts, refunds, or any type of reward, even after posting a review.
- Asking only for positive reviews. You’re not allowed to ask a buyer to leave a review only if they had a good experience, or to change negative reviews into positive ones.
- Using misleading or manipulative language. Sellers cannot request reviews with language that implies a rating preference (e.g., “Please leave a 5-star review”).
- Reviewing your own product or a competitor’s. Amazon strictly prohibits sellers, their family members, or employees from posting reviews on their own listings or negatively targeting competitors.
- Requesting reviews through buyer communities. Coordinated review efforts—especially from social media groups or external forums—are a violation of Amazon’s guidelines.
- Offering refunds or reimbursements after a review is posted. Even if the intent is to resolve an issue, any attempt to influence or alter a posted review is against policy.
- Asking buyers to remove or update reviews. Sellers may not reach out to customers asking them to change or delete their feedback, regardless of the content.
Violating these rules can result in serious penalties, from review removal to an Amazon account suspension.
How Amazon Monitors and Enforces Its Policy
Enforcing the Amazon review policy is an active, ongoing operation backed by both machine learning and human oversight.
Amazon uses sophisticated algorithms to scan for suspicious review activity, looking for patterns like sudden review spikes, repeated language, and unverified purchases that don’t match real order histories.
These automated systems are paired with manual investigations, especially when reviews are flagged by buyers, sellers or Amazon staff.
To support this effort, Amazon also encourages transparency through Amazon Review Checker tools. Many third-party platforms offer checker tools that analyze reviews for authenticity, giving consumers and sellers alike an extra layer of insight.
Strategies to Stay Compliant While Earning Reviews
Following the Amazon review policy doesn’t mean you have to sit back and wait for reviews to trickle in. Sellers can take proactive but compliant steps to gather feedback while building trust and long-term success.
“Request a Review” Button
Amazon created the “Request a Review” button to help sellers stay within the rules while still prompting customers for feedback. It sends a standardized, Amazon-branded email that includes both a product review and a seller feedback request.
- Actionable Tip. Build a routine to click this button manually 5–7 days after delivery, ideally after the customer has had time to experience the product. You can also automate this through third-party tools that comply with Amazon’s review policy update.
Stay Informed on Amazon Review Policy Changes
The Amazon review policy isn’t static. Over time, Amazon has updated its rules to address fake reviews, off-Amazon solicitations, and even the language sellers use. Ensure that you’re informed of any Amazon review policy update to avoid unintentional violations.
- Actionable Tip, Subscribe to Amazon Seller forums, Seller Central updates, or trusted blogs that announce major changes.
Explore Amazon Vine
The Amazon Vine program is one of the few officially approved ways to gather early reviews on new products. It enables selected reviewers―known as Vine Voices―to receive your item at no cost in return for providing honest feedback.
Since Amazon nanagesthe entire process, it fully aligns with the current Amazon review policy. Check if you’re eligible and join the program to get an early review.
- Actionable Tip. Use Vine for new ASINs that need a credibility boost. Just make sure your listing is retail-ready, with polished images, clear bullets, and ample stock to handle a potential increase in visibility.
Keep Review Requests Neutral and Compliant
Sellers can request feedback from customers, but the message must be neutral, meaning no biased language or suggestions for 5-star reviews. Asking only satisfied buyers to leave reviews is one of the review policy violations many overlook.
- Actionable Tip. Create a neutral follow-up message such as: “Thank you for your purchase! We’d love to hear your thoughts—your feedback helps us improve.” Avoid using language that suggests a specific rating, like “If you’re happy, please leave us 5 stars,” as this violates Amazon’s guidelines.
Monitor Listings for Unusual Review Activity
Even if you’re doing everything by the book, your listing could still fall victim to a review hijacker. These are people who attach unrelated or suspicious reviews to your ASIN to either damage or manipulate its ranking.
According to the Amazon FBA review policy, it’s your responsibility as a seller to identify and report any suspicious or abnormal review activity linked to your listings.
- Actionable Tip. Use review checker tools to track your reviews. Set alerts for sudden spikes in negative feedback or a surge in reviews that don’t match the actual product details.
Deliver Outstanding Post-Purchase Support
The most natural way to gain verified purchase reviews is by consistently delivering a customer experience that goes above and beyond expectations. Fast shipping, clear instructions, helpful follow-up emails, and quick problem-solving lead to natural reviews—no ask required.
- Actionable Tip. Include a simple thank-you insert in your packaging with your support contact and a message like, “We’re here if anything goes wrong.” This proactive approach encourages positive ones.
Amazon Review Policy FAQs
What are the rules for Amazon reviews?
Amazon requires all reviews to be honest, unbiased, and based on a genuine experience. Sellers cannot offer incentives, request only positive feedback, or manipulate the review process in any way.
Is being an Amazon reviewer legal?
Yes, it’s legal to be an Amazon reviewer as long as the reviews are authentic and not influenced by compensation or incentives that violate Amazon’s policies.
Is it against Amazon rules to pay for reviews?
Yes, the Amazon review policy strictly prohibits policy paying for reviews—whether directly or through gifts, discounts, or reimbursements. Non-compliance may result in account suspension or review removal.
The Lowdown
The Amazon review policy is a roadmap for building long-term trust, credibility, and customer loyalty. For sellers, this means never offering incentives in exchange for reviews and staying updated on policy changes to avoid unintentional violations.
When in doubt, ask yourself: “Is this something I’d be comfortable sharing directly with Amazon?” If the answer is no, it’s best to steer clear of that tactic and stick to Amazon-approved strategies.
Looking for expert support to maintain compliance and stay ahead of the competition? Work with the professionals at AMZ Advisers—they stay ahead of every policy change so you don’t have to.
Author
Carla Bauto Deña is a journalist and content writer producing stories for traditional and digital media. She believes in empowering small businesses with the help of innovative solutions, such as ecommerce and digital marketing.
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