What Review Requests is
A new product needs reviews to earn shopper trust, but they're slow to come: most buyers don't remember to review on their own. Review Requests targets that gap. It's a new Amazon Ads campaign type that reaches customers who recently bought your product and invites them to leave a star rating or a written review.
The campaign is created and managed in the Amazon Ads Agent, with the same bid and budget controls as other Amazon Ads campaigns. For teams working with integrations, Amazon says the feature is also in the Amazon Ads Unified API, as an extension of the campaign management endpoints.
How it works for the shopper
The invitation appears on Amazon's highest-traffic pages, such as the homepage. The flow has three steps:
- A customer who recently bought your product sees the Review Requests ad.
- They leave a rating with a single tap.
- If they want, they write a review and attach photos or video.
The review shows up on the product page like any other. In Amazon's words, these are the same authentic reviews customers already leave — just more of them, faster.
Who can use it, where and when
- Marketplace: United States only for now. Amazon says other marketplaces are planned for future releases, with no date.
- When: the launch page mentions an open beta in late October 2026; the unBoxed news post, published the same day, says November 2026. Expect it in the US between late October and November.
- Who can advertise: registered sellers and vendors with a regular advertising account and no active policy violation.
- Which products: those with fewer than 1,000 total ratings and reviews. Amazon checks this when the campaign is created and while it runs. When a product reaches 1,000, its Review Requests is paused automatically.
The 1,000 cap makes the focus clear: launches and products still building social proof. Products that already have thousands of reviews don't need it.
The results Amazon reported
In a closed US test from June 3 to 21, 2026, products received about three times more ratings and reviews per week than before the test, according to Amazon's internal data.
Read it with care: it was a three-week test, and Amazon didn't disclose how many products took part, which categories, or how much was spent. It's a good sign, not a guarantee for your product.
Why it matters
Reviews aren't a vanity metric. They live on the product page and weigh on the decision of every shopper who lands there, whether they came from organic search, an ad or outside Amazon. That's why the effect of Review Requests goes beyond the people who saw the ad.
One important detail if you watch profit: what you spend on Review Requests is a marketing cost for the product, and it goes into the math like any other ad spend. It makes sense at launch, when a thin review count holds back the conversion of the rest of your budget. On a product that already converts well, every extra dollar in this kind of campaign needs to pay for itself in sales.
If you sell in the US, you can get ready now:
- list the products with fewer than 1,000 reviews that suffer most from the gap (conversion below the account average, recent launches);
- decide what a review is worth for each, comparing today's conversion with similar products that already have more reviews;
- set aside a separate budget so you can measure cost per review without mixing it with your sales campaigns.
What you can do today
Until Review Requests reaches your account, the official route is still requesting reviews through Amazon's own channel: the Request a Review button on the order page in Seller Central sends the buyer Amazon's standard message, at no cost.
The hard part is doing it order by order, at the right time, without repeating. In EcomVision, Review Requests does that work for you: you set the rule (for example, 12 days after purchase) and which products are included, and the platform sends the request through the official channel as soon as each order enters the allowed window, never asking the same customer twice. Queues show what's waiting, what was sent, what wasn't eligible and what failed.
Asking for a review on every delivered order, for free, is the foundation. Amazon's paid Review Requests ad is a layer on top of that, to accelerate the products that need it most.
