Reviews on Amazon: How to communicate with a customer according to the rules

Last updated: 17.02.2026

Reviews are one of the key factors influencing sales, and at the same time, it is an area subject to strict restrictions. Every seller must precisely know the limits of permitted communication, as violating Amazon's policy in this regard can lead to serious consequences, including the suspension of the seller account.

Why does Amazon take such a rigorous approach to this? Reviews are the foundation of trust on the platform. If customers stop believing in their authenticity, the entire platform will lose credibility. These rules were introduced to protect consumers and ensure fair competition among sellers.

Table of Contents:

1. Permitted forms of acquiring reviews

2. Consequences of violations and the role of Brand Registry

3. Sellers with Brand Registry

4. How to ethically gain reviews?

You will read this article in 4 minutes.

Permitted forms of acquiring reviews

According to Amazon's policy, communication regarding reviews is permissible only when conducted in a neutral manner. There are specific tools and scenarios that are considered safe.

Safe request: „Request a Review”

The safest method to obtain feedback is the "Request a Review" feature available in the Amazon Seller Central panel.

• Characteristics - this is an automated message with predefined content that the seller cannot edit. It is worth clarifying that this tool sends a double request - the system prompts the customer to submit a product review and a seller feedback average at the same time (these are two different ratings).

• Timeframe - it is sent once, typically between 5 and 30 days after the product delivery.

• Limit - this function can be used only once per order. Using it guarantees full compliance with Amazon's policy.

Contact after a negative review

If a customer rates a product 1-3 stars, the seller has the opportunity to intervene using the "Contact Customer" tool in the Brand -> Customer Reviews section. It should be remembered that in this section we only have access to product reviews, and it is from this level that we contact the customer to resolve the issue.

• First step - sending an automated Amazon template (which cannot be edited) that offers a refund, discount, or product replacement. Typically, we have the option to offer a full refund or sometimes simply standard manual contact to clarify and resolve the problem.

• Second step - after sending the template, one additional, individually customized message can be sent (e.g., requesting photos of the damage).

• Restrictions - if the customer does not respond, further contact is prohibited. Repeated attempts may result in a warning.

In practice, effective communication after purchase often requires a swift and efficient response in the customer's language, which is why many sellers choose professional customer service in local languages, allowing them to resolve issues in line with Amazon guidelines while building a positive shopping experience.

Seller Feedback Management

Feedback concerning the seller directly is checked in the Feedback Manager tool. From this level, we can take several actions: report feedback that we believe violates Amazon's policy and post public responses to present our perspective to other buyers. We can also send a request for feedback modification through "Contact Customer", where a dedicated template encourages the customer to update their rating if the issue has been successfully resolved. Attempts to make contact in order to fix an error can be made directly through the order page (if the customer consented to marketing communications/notifications) or via Buyer-Seller Messaging if the customer reached out to us regarding a given order first.

Request to update a review

After resolving the customer's issue (e.g., after a refund or replacement), the seller has the right to politely ask for a review update. However, it must be remembered that the decision lies solely with the customer, and putting pressure on them to change a review is prohibited.

What to avoid?

Amazon takes any attempts to manipulate reviews very seriously, even if they are indirect.

• Review Gating - asking only satisfied customers for reviews is prohibited. Formulations like "if you are satisfied, leave 5 stars" are treated as an attempt to weed out negative reviews.

• Offering benefits - offering discounts, free products, gift cards, or refunds in exchange for leaving a review is not allowed. Even the promise of a gift constitutes a violation of the rules.

• Requesting the removal of a review - a seller cannot ask for a review to be deleted or changed to positive, even if they offered a solution to the problem.

• Contact outside the Amazon system - all communication must take place through the Amazon system. Contact via email, phone, or social media regarding reviews is prohibited and may result in account suspension.

• Spamming - after sending one follow-up message (and possibly one restricted reminder), further solicitation of the customer is treated as abuse.

Although Amazon strongly encourages utilizing the systemic "Request a Review" feature, sending private messages to the customer to request feedback is also practiced (e.g., via one's own automation within external software). However, we must strictly adhere to the mentioned rules: no compensation, no incentive focused solely on positive rating, and a neutral tone. Furthermore, once we have used the "Request a Review" option, we should not send any other, additional feedback requests.

Note! Using external software for automatic message dispatch comes with high risks if they are not fully compliant with the Communication Guidelines. Any message extending beyond essential order handling can be blocked by Amazon if the customer has opted out of receiving such communications.

Product Inserts

Sellers can include instructions, warranty information, or after-sales support contact details in package inserts. However, there are two key conditions:

1. No links or QR codes leading directly to a review submission page may be included.

2. It is forbidden to suggest leaving feedback in exchange for any benefit.

Consequences of violations and the role of Brand Registry

Violating the above rules does not end with just a warning. Amazon has the right to:

• Remove manipulated reviews.

• Block the possibility of receiving new reviews.

• Impose restrictions on the account or suspend it entirely.

In the case of suspension, the seller may be forced to prepare a Plan of Action outlining the mistakes made and the processes introduced to avoid them in the future.

If you want to make sure your communication with customers is fully compliant with Amazon's policies, check out what professional Amazon sales support looks like.

Sellers with Brand Registry

Sellers registered in Brand Registry have access to additional tools in the Brand Dashboard section. They can use the "Contact Customer" feature and Automated Customer Messaging for post-purchase contact. However, it is crucial that the goal of these messages remains solely to solve the customer's problem, rather than to influence their rating.

How to ethically gain reviews?

The most important component of success is focusing on product quality and professional customer service. Genuine value and efficient help translate into positive feedback without the need for risky begging. The safest path remains the systematic use of the "Request a Review" function and replying to every review (positive and negative) in a public and professional manner.

Managing reviews on Amazon requires transparency and strict adherence to communication rules. Every action should be aimed at improving the customer's shopping experience, rather than direct star manipulation.

In practice, effective feedback management is part of a broader brand development strategy on Amazon - see how we help brands scale sales internationally.

FAQ - Frequently Asked Questions about reviews on Amazon

Is it permissible to ask customers to leave reviews on Amazon?

Yes, Amazon allows review requests, provided that the communication remains neutral and does not suggest a specific rating. The safest option is using the "Request a Review" function, which sends an automated message compliant with the platform's policy.

Is it allowed to offer a discount or gift in exchange for a review?

No. Offering any kind of benefits—such as discounts, free products, or refunds—in exchange for reviews violates Amazon's rules and can lead to the removal of reviews or suspension of the selling account.

Can a seller contact a customer after a negative review?

Yes, but only in specific situations and via tools provided by Amazon. Contact should serve solely to resolve the customer's problem, not to influence the content or score of the review.

Can you ask a customer to change their review after the problem has been solved?

A seller can politely inform the customer that they have the option to update their review, but the decision always remains with the buyer. Putting pressure or hinting at a positive rating is prohibited.

What is review gating and why is it banned?

Review gating is the practice of asking for reviews exclusively from satisfied customers or directing unsatisfied users away from the review system. Amazon treats such actions as manipulation and a violation of fair competition principles.

Can you contact a customer outside of the Amazon system?

No. Communication regarding orders and reviews must take place solely within the Amazon system. Contacting via email, phone, or social media regarding reviews can result in sanctions against the account.

How to safely increase the number of reviews on Amazon?

The best strategy is to ensure high product quality, efficient customer service, and to regularly use the "Request a Review" feature. A positive shopping experience naturally converts into a higher volume of authentic feedback.

What are the consequences of violating review rules?

Amazon can remove reviews, restrict the ability to register new ones, impose limitations on the seller account, and in extreme cases, completely suspend trading until a Plan of Action is submitted.