Amazon has announced a new advertising solution called Review Requests Ads, giving eligible sellers and vendors a new way to encourage verified customers to share product ratings and reviews.
Announced on September 29, 2026, during Amazon unBoxed, the feature is scheduled to enter open beta in the United States in late October 2026, with Amazon’s broader announcement referencing a November launch.
This development could be particularly important for Amazon sellers launching new products or trying to build customer trust through authentic feedback.
According to Amazon, products participating in early testing received approximately three times as many ratings and reviews per week compared with the period before the test.
Let’s explore how the feature works, who qualifies, and what Amazon sellers should consider before launching a campaign.
What Are Amazon Review Requests Ads?
Amazon Review Requests is a new paid advertising solution designed to encourage customers who recently purchased a product to submit a rating or review.
Unlike traditional Amazon Sponsored Products campaigns, which focus on reaching shoppers and generating sales, Review Requests campaigns focus on engaging customers after they have purchased.
These ads can appear while previous customers browse Amazon, making it easier for them to provide feedback without searching for their order history.
Customers can submit a star rating with one click and optionally provide a written review, photos, or videos.
The goal is to make the review submission process more convenient while maintaining authentic and voluntary customer feedback.
How Do Amazon Review Requests Ads Work?
The process is designed to be straightforward.
Step 1: A Customer Purchases Your Product
A shopper completes a purchase on Amazon.
Step 2: The Customer Receives a Review Invitation
While browsing Amazon later, the customer may see a sponsored review invitation related to their purchase.
Step 3: The Customer Submits Feedback
The customer can submit a star rating directly through the review experience. Additional written feedback, photographs, or videos are optional.
Step 4: The Review Appears on the Product Listing
Submitted feedback follows Amazon’s normal review processes. Accepted reviews become part of the product’s customer feedback, helping future shoppers evaluate the product.
The advertising campaign encourages participation, but it does not guarantee that customers will submit reviews or provide positive ratings.
Who Is Eligible for Amazon Review Requests Ads?
Amazon has outlined several eligibility requirements for the initial rollout.
1. Supported Marketplace
Review Requests is initially launching in the United States. Amazon has indicated that additional marketplaces and properties are planned for future releases.
2. Product Review Threshold
Products must have fewer than 1,000 total ratings and reviews to qualify. Amazon checks eligibility during campaign creation and while campaigns are running.
Once a product reaches the 1,000 threshold, Review Requests for that product automatically pause.
3. Seller and Vendor Requirements
The feature is available to registered sellers and vendors with an Amazon Advertising console account in good standing and no active policy violations.
4. Campaign Access
Amazon identifies two campaign management options:
- Amazon Ads Agent
- Amazon Ads Unified API
Availability may depend on the rollout and access to these advertising tools.
Amazon’s Early Testing Results: 3X More Ratings and Reviews
One of the most notable findings in Amazon’s announcement was the performance observed during its early testing.
Amazon reported that products participating in its closed beta received approximately three times as many ratings and reviews per week compared with their previous results. The cited test period was June 3 to June 21, 2026, in the United States.
However, sellers should understand that these results represent early testing, not guaranteed campaign performance.
The outcome for an individual product will depend on factors such as customer engagement, purchase volume, product experience, and advertising investment.
Review Requests Ads vs. Amazon’s Existing Request a Review Feature
Amazon already provides a free Request a Review option through Seller Central. The new Review Requests advertising solution introduces a different approach.
| Feature | Existing Request a Review | New Review Requests Ads |
|---|---|---|
| Cost | Free | Paid advertising |
| Method | Order-based review request | Advertising shown to previous purchasers |
| Customer interaction | Amazon-generated review request message | Review invitation displayed while browsing |
| Campaign bidding | Not applicable | Bidding and budget controls |
| Review guarantee | No | No |
| Availability | Existing Seller Central functionality | Phased US beta launch |
Both approaches encourage authentic customer feedback. However, the advertising solution introduces additional campaign management and spending considerations.
Why Review Requests Ads Could Matter for Amazon Sellers
1. Supporting New Product Launches
New Amazon listings often have limited customer feedback. Even when a product begins generating sales, building a meaningful review history can take time.
Review Requests could help sellers encourage feedback from customers who have already purchased the product.
2. Encouraging Customer Participation
Not every satisfied customer remembers to review a product. By displaying invitations on Amazon’s high-traffic pages, the new advertising solution may make the process more convenient.
3. Building Product Credibility
Authentic customer feedback provides useful information for future shoppers. A stronger review history can help buyers make informed purchasing decisions, although it does not guarantee higher rankings or sales.
4. Creating Another Advertising Opportunity
Amazon advertisers already manage campaigns designed to increase product visibility, reach new customers, and generate sales. Review Requests introduces another potential campaign objective: encouraging feedback from existing purchasers.
This could lead to a more comprehensive advertising strategy that considers both customer acquisition and the post-purchase experience.
What Will Amazon Review Requests Ads Cost?
Amazon has confirmed that advertisers can use bidding and budget controls when managing Review Requests campaigns.
However, Amazon’s official announcement does not provide a universal minimum bid, standard daily budget, or guaranteed cost per review. Sellers should avoid assuming that the feature will generate reviews at a predictable cost.
Before investing, advertisers should review the available campaign settings, applicable billing rules, and reporting capabilities.
How Can Amazon Sellers Prepare?
At HexaEcom, we recommend preparing carefully rather than immediately allocating substantial advertising budgets.
Identify Eligible ASINs
Review products with fewer than 1,000 total ratings and reviews. Prioritize listings that already generate purchases but have limited customer feedback.
Review Product Quality and Customer Experience
Additional review invitations can encourage both positive and negative feedback. Ensure your products, descriptions, packaging, and fulfillment experience meet customer expectations.
Evaluate Advertising Costs
Once the feature becomes available, review the campaign bidding options and establish a controlled test budget.
Monitor Performance
Track the volume of new ratings and written reviews, advertising costs, and changes in customer feedback.
Maintain Amazon Policy Compliance
Review invitations must support authentic, unbiased feedback. Sellers should never assume that paying for Review Requests advertising means purchasing positive reviews.
Is Amazon Review Requests Worth Trying?
Review Requests may be a valuable addition to an Amazon advertising strategy, especially for products with a steady sales history and limited reviews.
However, sellers should evaluate the opportunity based on their business objectives, product performance, and available advertising budget.
The best approach is to identify suitable ASINs, test carefully after access becomes available, and measure results before expanding investment.
Final Thoughts
Amazon’s introduction of Review Requests represents a notable development in marketplace advertising.
For the first time through this new advertising format, eligible advertisers will be able to use dedicated paid campaigns to encourage recent buyers to leave authentic product feedback while browsing Amazon.
While Amazon’s early results appear promising, the feature should be treated as an opportunity for testing rather than a guaranteed solution for generating reviews.
At HexaEcom, we help ecommerce brands navigate marketplace changes, improve product listings, manage advertising campaigns, and build sustainable growth strategies across Amazon and other major marketplaces.
As Amazon continues introducing new advertising solutions, understanding when and how to use them will remain an important part of effective marketplace management.
Want to improve your Amazon advertising strategy? Get a free store audit or message the HexaEcom team on WhatsApp to explore campaign management, listing optimization and marketplace growth.