When it comes to Amazon, your reviews are your reputation. Shoppers rely on them. The algorithm uses them. And your competitors are watching them. That’s why Amazon review and management and Amazon reputation management aren’t just side tasks — they are business-critical functions.
This guide breaks down what Amazon reputation management on Amazon really means, how to do it ethically and effectively, and what to avoid.
Before buyers read your product description, they scan your reviews. Here’s why reviews are one of the most powerful elements on Amazon:
Both Amazon Review Management and Amazon Reputation Management are ongoing processes that ensure your product:
There are two primary kinds of reviews we keep managing for our clients on Amazon:
1. Product Reviews
2. Seller Feedback
1. Use Amazon’s Request a Review Button
In Seller Central, every order has a “Request a Review” button you can click once per order. It sends an Amazon-generated email to the buyer asking for a product review and seller feedback.
2. Automate Review Requests
Tools like Jungle Scout, FeedbackWhiz, Helium 10, and Seller Labs allow sellers to automate the review request process, staying within Amazon’s terms of service (TOS).
3. Enroll in Amazon Vine
If you’re brand registered and have fewer than 30 reviews on a product, Vine lets you send free units to trusted reviewers. Amazon distributes your product and gathers honest reviews in return.
4. Follow-Up Post-Purchase (TOS-Compliant Only)
You can use tools to send polite, neutral messages through Buyer-Seller Messaging, asking for honest feedback — without offering incentives or steering the tone.
5. Deliver an Exceptional Experience
Ultimately, the best way to earn great reviews is to:
Amazon has strict rules on review generation. Breaking them can get you flagged, delisted, or even banned.
We advise our clients to avoid:
Incentivized Reviews
No offering discounts, free products, or gifts in exchange for a review period.
Review Manipulation
Don’t ask only satisfied customers to leave reviews. You can’t filter, pre-screen, or suggest positive ratings.
Off-Amazon Review Requests
Using external platforms (email, social, packaging inserts) to ask for reviews can violate TOS, depending on the wording and method.
Fake Reviews
Paying for fake reviews or using friends and family is against Amazon’s policies and is detectable by their algorithm.
Inserting Requests in Packaging
Including cards that ask for a “5-star review” in your product packaging can get your ASIN flagged.
If in doubt, always check Amazon’s Community Guidelines or consult Seller Support.
You can’t stop bad reviews entirely. But how you respond to them, and what you learn from them, matters.
We have helped our clients with the following:
Step 1: Identify the Root Cause
Is the issue:
Step 2: Respond Publicly (When Allowed)
It happens. Competitors leave fake 1-stars. Bots drop spam reviews. Angry customers exaggerate wildly.
Here’s what we help our clients with:
1. Report Violations
Reviews are just one part of your overall brand reputation on Amazon. We advise our clients to broaden their strategy by focusing on:
1. Brand Storytelling
Use A+ Content and Brand Story to build trust and communicate your values.
2. Customer Service
Even as an FBA seller, be quick and helpful in buyer messages. Amazon tracks response time and quality.
3. Quality Control
Ensure your product and packaging are consistently high quality. One bad batch can tank your listing.
4. Proactive Problem Solving
If you know something might go wrong (delays, supply issues), get ahead of it. Transparent messaging builds credibility.
We help our clients with all of the above.
The key to lasting success isn’t hacking the system—it’s building a sustainable flywheel of positive customer experiences.
Here’s what the pros do:
Reviews aren’t a one-time fix. They’re a living asset that must be nurtured over time.
To measure your review and reputation efforts, monitor:
You can track these manually or with tools like:
Amazon review management and Amazon reputation management are not optional. They are central to your success. Your star rating can determine your conversion rate, your ad performance, and your organic ranking.
Done right, a strong review strategy:
Don’t cut corners. Don’t chase shortcuts. Build a review system that aligns with Amazon’s rules and your customers’ expectations—and the results will compound over time.
Need help with Amazon review management or Amazon reputation management?
