Overview

Amazon maintains strict policies governing how sellers can request product reviews, handle seller feedback, and communicate with customers. Understanding these rules is essential for every seller, as violations — whether committed by the account holder, employees, or third-party partners — can lead to account suspension or termination. This reference guide breaks down what is and isn't allowed when it comes to reviews and customer outreach.

Key Points / What Sellers Need to Know

• Neutral review requests are permitted — Sellers may ask customers for reviews, but all requests must be neutral in tone and cannot attempt to influence the outcome in any way.
• No incentives allowed — Offering compensation of any kind in exchange for reviews or feedback is strictly prohibited, including money, gift cards, discounts, refunds, or future benefits.
• All communication must stay on Amazon — Customer service interactions, including responses to negative reviews, must be conducted exclusively through Amazon's Buyer-Seller Messaging system.
• Account-wide responsibility — Sellers are held accountable for the actions of their employees, business partners, and any third parties acting on their behalf.
• Package inserts are allowed with restrictions — Cards or notes included in product packaging may request reviews, but must do so in a neutral manner without incentives or attempts to redirect communication off-platform.

Approved Methods for Requesting Reviews

Amazon provides several sanctioned channels through which sellers can solicit product reviews and seller feedback. The most straightforward option is the "Request a Review" button available in Seller Central, which sends a standardized review request email directly to customers. It is worth noting that customers can opt out of receiving these solicitation emails. Sellers may also participate in the Amazon Vine program, where available, to receive reviews from selected Amazon customers. Beyond these built-in tools, sellers can use Amazon's Buyer-Seller Messaging channel to request reviews, provided they have not already used the "Request a Review" feature for the same order. Including a neutral review request card inside product packaging is also permitted.