Using Amazon feedback requests is a great way for online sellers to grow their positive reviews and ratings in a fiercely competitive environment.

But have you recently been suspended from sending feedback request messages?

Don’t worry, we’ll explore what’s changed, what hasn’t, and our recommended approach for online sellers who use this highly effective tactic to maximize their Amazon reviews and ratings.

What’s changed in Amazon’s feedback request policy?

The short answer is…nothing! But before you relax and get back to building your ratings, please note that Amazon is enforcing its current feedback request policy more stringently.

Why is Amazon enforcing its feedback request policy more strictly?

Amazon’s recent introduction of a new ‘Request Review’ button in Seller Central is likely the reason behind the increased focus on your usage of feedback request software.

This new feature doesn’t mean that you won’t be able to use tools like xSellco Feedback and, as we’ll explore later in the article, third party feedback review software is still a more flexible and effective tool for online retailers.

You will have to be extra careful that you’re on the right side of Amazon’s Ts and Cs, however. As one of the few vendors that’s part of Amazon’s marketplace developer council, xSellco is perfectly positioned to guide you!

What are Amazon’s rules for sellers sending feedback requests?

Be careful when using [Important] in your email subject line. Only use “important” or “urgent” when it’s relating to someone’s order.

Sending links or attachments that are not necessary to the order. That means no marketing materials, no links to your website, social pages or other product pages (including Amazon listings).

Do not include your personal email address in any communications. It will be automatically stripped from the email.

Avoid sending excessive emails and asking for the same review repeatedly. You can use conditions in xSellco Feedback to prevent you from sending reviews to buyers who have already left a review.

Ensure you’re not exceeding Amazon’s daily email limit. This is equal to 5 times your average daily order volume, plus an additional 600 messages.

Don’t send marketing or promotional emails. Sellers are not permitted to offer promotional offers in order to influence a buyer’s feedback.

Never incentivize or attempt to influence feedback and reviews. Amazon is very careful to prohibit this. Never attempt it and be careful with your wording to ensure your messages can’t be misinterpreted as incentivizing or influencing feedback.

  • You can’t request positive feedback, nor can you limit feedback requests to customers who have had a good experience.
  • Asking customers to contact you before leaving a negative review is considered a violation as it is influencing your feedback.

Do not provide instructions or guidelines. Instructions or guidelines will be regarded as unlawfully influencing feedback by Amazon

For more information on Amazon’s feedback request policy and to find out how to see if you’ve been suspended from sending feedback requests, check out our knowledge base article here.

What is Amazon’s ‘request a review feature’?

The ‘Request a Review’ button is located in the ‘Order details’ area in Seller Central. Once you click the button, you’ll be asked to confirm you’d like to send the message, then off the email will go!

Amazon request a review button

The email does not offer an opportunity for personalization beyond the title of the product itself and the name of your store. The email copy is as follows:

Subject line: Did your recent Amazon order meet your expectations? Review it on Amazon

Title: Your opinion matters!

Main body: Seller [Seller Name] requests you to share your experience for your recent order with other Amazon shoppers. Please take a moment to review your recent Amazon purchase.

[Product name] [Link to product listing on Amazon]

The ‘Request a review’ feature can only be used once per sale, meaning you don’t have the opportunity to follow up with buyers who haven’t yet left a review. It’s also impossible to automate the process, which means you have to click the button every time you’d like to send a review request to a buyer.

Should sellers use Amazon’s ‘Request a Review’ Feature or Third-Party Feedback Review Software?

Amazon’s new ‘Request a review’ button is certainly something sellers should be aware of. The fact that Amazon is turning its attention towards review solicitation means you have to ensure you’re clearly playing by the rules and adhering to their best practices or else you’ll be at risk of suspension.

This doesn’t mean that you should rely on the ‘Request a review’ button for your feedback requests though. Let’s have a look at Amazon’s new feature compared with third-party feedback request software.

The positives of using Amazon’s ‘Request a Review’ feature

No need to worry about account suspension: Without the ability to write the message yourself, or send more than one review at a time, you can be sure you will be onside regarding Amazon’s regulations.

The email is sent from Amazon: By using the sender name ‘Amazon’ you would be leveraging the strength of their brand, which could influence the response rate.

The positives of using Third-Party Feedback Request Software

Multiple integrations: For online retailers who sell on multiple marketplaces, having to log in to different programs to send review requests is very time-consuming. With xSellco Feedback you have everything you need in one place

Automation: Logging in to Seller Central and pressing a button every time you want to ask for a review is a very inefficient way of building your ratings. Software such as xSellco Feedback automates the process, allowing you to concentrate on selling!

Greater personalization: The ability to add a personal touch to your emails rather than the slightly wooden and impersonal copy used by Amazon is definitely a positive.


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