Launching a new product on Amazon can be both exciting and challenging. One of the biggest hurdles sellers face is generating those crucial first 20 reviews. Reviews play a vital role in building trust, improving conversion rates, and increasing organic rankings. But how can you secure them quickly and legally without violating Amazon’s strict policies?
In this guide, we’ll walk you through proven strategies to get your first 20 reviews efficiently while ensuring compliance with Amazon’s Terms of Service. Let’s dive in!
Why Are the First 20 Reviews So Important?
1. Builds Trust and Credibility
When a customer sees a product with multiple positive reviews, they feel more confident in making a purchase. Reviews serve as social proof that your product is reliable, functional, and worth the money.
2. Improves Organic Ranking on Amazon
Amazon’s A9 algorithm considers product engagement, including sales velocity and reviews, when ranking products. More positive reviews mean better search rankings and greater visibility.
3. Increases Conversion Rates
Products with reviews tend to convert better than those without. Customers often check reviews before making a final decision, and even a few positive ones can tip the scales in your favor.
4. Enhances Amazon PPC Performance
If you're running Amazon PPC (Pay-Per-Click) ads, having reviews improves your ad performance. Shoppers are more likely to click on and buy from listings with reviews, leading to a lower cost per acquisition and a higher return on investment.
How to Get Your First 20 Amazon Reviews the Right Way
1. Enroll in the Amazon Vine Program
Amazon Vine is an invite-only program for sellers enrolled in Brand Registry. It allows you to distribute free products to trusted Vine reviewers who provide detailed, unbiased feedback.
Why Amazon Vine Works:
- Reviews come from verified Amazon buyers.
- Vine reviewers write in-depth, high-quality reviews.
- Completely Amazon-compliant, reducing the risk of policy violations.
- Helps jumpstart new listings with organic visibility and credibility.
How to Join Amazon Vine:
- Enroll your product in the Amazon Brand Registry program.
- Go to Seller Central > Vine and add your product.
- Pay the enrollment fee (if applicable) and submit up to 30 units for review.
Pro Tip: Amazon Vine reviewers are honest and critical, so ensure your product is of high quality before enrolling.
2. Use the 'Request a Review' Button in Seller Central
Amazon provides an easy way to request reviews from customers who have purchased your product.
How to Use It:
- Go to Seller Central > Orders > Manage Orders.
- Find an order that has been delivered.
- Click the Request a Review button.
- Amazon will send an automated review request email to the buyer.
Benefits:
- 100% Amazon-compliant.
- No manual outreach needed.
- Works within Amazon’s 5-30 day review request window.
Pro Tip: Use this feature regularly to maximize your review collection rate.
3. Leverage Email Follow-Ups (Amazon-Compliant Approach)
While Amazon limits direct review solicitation, you can send helpful, value-driven post-purchase emails to customers.
What to Include in Your Emails:
- A thank-you message for their purchase.
- Helpful tips on how to use the product.
- A gentle reminder that their feedback helps improve the product.
What NOT to Do:
- Do not ask for only positive reviews.
- Do not offer incentives or discounts in exchange for reviews.
- Do not pressure customers to leave a review.
4. Launch a Discounted Promotion (Without Violating Policies)
Running a limited-time discount can boost early sales, increasing the chances of receiving organic reviews.
How to Do It the Right Way:
- Use Amazon Coupons or Lightning Deals to attract price-sensitive buyers.
- Share discount codes with your social media followers, email subscribers, and influencers.
- Do not require a review in exchange for a discount.
Pro Tip: Buyers who get great deals are more likely to leave reviews naturally.
5. Drive External Traffic (Social Media & Influencers)
Promoting your product outside of Amazon can increase your sales and review opportunities.
Effective External Traffic Sources:
- Facebook & Instagram Ads: Run paid ads targeting your ideal customers.
- Influencer Marketing: Partner with micro-influencers to showcase your product.
- YouTube & TikTok: Collaborate with content creators for unboxing and review videos.
Pro Tip: Direct influencers to purchase through Amazon to keep reviews verified.
6. Provide Exceptional Customer Service
A seamless buying experience increases the chances of happy customers leaving a review.
Best Practices:
- Provide detailed product descriptions and images.
- Ship orders promptly and pack items securely.
- Offer a hassle-free return or replacement policy.
- Quickly respond to customer inquiries and resolve issues professionally.
Pro Tip: Follow up with customers to ensure they are satisfied before they consider leaving a review.
7. Optimize Product Packaging & Inserts (Carefully)
Amazon allows product inserts, but they must not pressure customers to leave reviews.
What You Can Include:
- A thank-you message expressing gratitude.
- Helpful usage tips or product care instructions.
- Customer support contact information.
- A subtle mention that feedback is appreciated.
Pro Tip: Inserts should enhance the customer experience without soliciting reviews directly.
What NOT to Do When Collecting Reviews
Amazon has strict policies against manipulative review practices. Avoid these at all costs:
- Paying for reviews or offering refunds for reviews.
- Asking only for positive reviews.
- Using fake accounts or review farms.
- Posting reviews from family or friends.
- Incentivizing reviews in any form.
Violating these rules can result in account suspension or permanent banning from Amazon.
Final Thoughts
Getting your first 20 reviews may take some time, but by using these Amazon-approved strategies, you’ll build a solid foundation for long-term success. Focus on delivering value, providing top-notch customer service, and leveraging ethical review collection methods.
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