Amazon Ads has introduced Review Requests, a new ad format that asks recent buyers of your product to leave a rating or review while they shop on Amazon. It was announced on September 29, 2026, with an open beta in the United States from late October 2026.
According to Amazon Ads, products in a closed beta received about three times as many ratings and reviews per week as before the test.
What exactly is changing?
Who it reaches: Customers who recently bought your product, shown the request while they browse Amazon.
What customers can do: Leave a one-click star rating, or add an optional written review with photos or video.
Eligibility: Registered sellers and vendors with an ad account in good standing and no active policy violations. Products must have fewer than 1,000 ratings and reviews.
Auto pause: Requests pause automatically once a product reaches 1,000 ratings and reviews.
Where to run it: Through Amazon Ads Agent or the Amazon Ads Unified API, with the same bidding and budget controls as other campaigns.
Availability: US only for now, with more marketplaces planned.
Why does this matter for sellers?
Reviews are the biggest hurdle for new products. A listing with 12 reviews struggles to convert against a competitor with 2,000, which makes every other ad you run more expensive. Until now, sellers relied on Vine, the Request a Review button or follow-up emails. Review Requests gives you a paid, policy-compliant way to speed that up, and reviews appear on the detail page for every shopper, not just those who saw the ad.
What should sellers do now?
Shortlist eligible ASINs: Focus on new launches and products stuck at a low review count.
Fix product issues first: More reviews on a product with quality or listing problems will drive more negative ratings, not fewer.
Set clear budgets: Treat it as a launch cost and measure cost per new review and the lift in conversion rate.
Keep using Vine and Request a Review: Review Requests adds to these tools rather than replacing them.
eStore Factory Tip: Pair Review Requests with a strong listing and your launch campaigns, so the reviews you earn turn into faster conversions. Want help building a review and ads plan for a new launch? Talk to our Amazon advertising specialists.
