Amazon Review Requests Ads: How to Pay for Reviews the Compliant Way

Amazon Review Requests ads open in beta for US sellers and vendors in late October 2026. For the first time, you can pay to show a review prompt to customers who recently bought your product, while they browse Amazon. For launches stuck on a handful of reviews, this could be the fastest compliant way to build social proof. Here is how Amazon Review Requests work, who is eligible, and how to budget for them.

What Changed

Amazon announced Review Requests at unBoxed on September 29, 2026, alongside Branded Conversations (Amazon Ads announcement). The Review Requests product page confirms the details:

• Who sees it: customers who recently bought your product, while they shop on Amazon.
• What they can do: leave a one-tap star rating, then optionally add a written review with photos or video.
• Eligibility: products with fewer than 1,000 total ratings and reviews. Requests pause automatically when a product reaches 1,000.
• Advertisers: registered sellers and vendors with an ad account in good standing and no active policy violations.
• Where: created and managed in Amazon Ads Agent, or through the Amazon Ads API.
• Budget: the same bidding and budget controls as your other Amazon Ads campaigns.
• Timing: open beta in the US in late October 2026, with more marketplaces planned.

What It Means for Sellers

Reviews have always been the slowest part of a launch. The free Request a Review button reaches each buyer once by email, and most ignore it. Vine works well early but stops being available as a product’s review count grows. Review Requests fills the gap: a paid, compliant way to reach real buyers at the moment they are already on Amazon.

For brands in launch mode, this pairs naturally with Vine. Use Vine to get the first reviews in, then Review Requests to keep building past the early stage. Our guide to Amazon Vine for private label brands covers the first half of that plan. Reviews also lift ad performance: more ratings usually mean better conversion, which lowers the cost of every PPC click.

What to Do About It

• List your eligible ASINs. Products under 1,000 ratings with steady sales are the candidates. New launches and products stuck at 20 to 100 reviews benefit most.
• Fix the product first. Paying to ask for reviews on a product with quality or listing-accuracy issues will speed up negative reviews, not positive ones. Check return reasons before you launch a campaign.
• Start with a small test. Run one or two ASINs for two to three weeks and track new ratings per week against your baseline.
• Calculate cost per rating. Divide spend by new ratings gained, then compare it with your launch budget and expected conversion lift. Our 90-day launch PPC plan shows where reviews fit into a launch.
• Keep it compliant. Review Requests ask neutrally. Do not pair them with inserts or messages offering anything in exchange for a review.

Frequently Asked Questions

When do Amazon Review Requests ads launch?

Amazon says Review Requests open in beta in the United States in late October 2026, with more marketplaces planned later.

Which products are eligible for Review Requests?

Products with fewer than 1,000 total ratings and reviews. The advertiser needs an ad account in good standing with no active policy violations. Requests pause automatically when a product reaches 1,000 ratings and reviews.

Is paying for Review Requests against Amazon’s review policy?

No. This is Amazon’s own ad product, and it asks verified buyers neutrally. What remains against policy is offering incentives or asking only happy customers to review.