E-Commerce Strategies
Nov 24, 2025
Amazon sellers face strict rules for requesting feedback. Violating these guidelines - like offering incentives or using biased language - can result in account suspension. Since August 2025, buyers can leave star ratings without written comments, making it harder for sellers to manage negative feedback. With fewer than 1% of buyers leaving feedback and positive ratings dropping from 92% in 2020 to 84% in 2025, ethical practices are more important than ever.
Key Takeaways:
Amazon's Policies: No incentives, neutral language, and one feedback request per order.
Star-Only Ratings: Introduced in August 2025, these lack context and can't be appealed.
Best Practices: Deliver excellent service, send timely and compliant feedback requests, and monitor ratings closely.
Tools to Use: Amazon's "Request a Review" button and Solicitation API ensure compliance.
Focus on service quality to naturally encourage positive feedback while staying within Amazon's rules. Violations can have long-term consequences, so ethical practices are non-negotiable.
7 (Ethical) Ways To Get Reviews On Amazon
Amazon's Policies on Feedback Requests
Amazon makes a clear distinction between seller feedback - which evaluates shipping, service, and order accuracy - and product reviews, which focus on the quality of the item itself. Missteps in requesting feedback, such as manipulating or pressuring customers, or offering incentives, can lead to serious consequences. These range from feedback removal to formal warnings, and even account suspension or removal from the platform.
Rules for Feedback Solicitation
Amazon's feedback solicitation rules are simple but strictly enforced. Sellers are allowed to ask customers for feedback, but there are clear boundaries:
No incentives: Offering discounts, gifts, refunds, or anything else in exchange for feedback is prohibited.
Neutral language only: You cannot ask for positive feedback or direct customers to leave feedback outside Amazon.
Professional tone: All messages must comply with Amazon’s Communication Guidelines, focusing on relevance and professionalism.
A compliant message might look like this:
"Thank you for your purchase. We value your feedback and would appreciate it if you could leave a review of your experience."
However, a message like the one below violates Amazon’s policies because it attempts to manipulate the feedback process:
"If you had a positive experience, please leave us a 5-star review. If not, contact us for a refund."
Additionally, sellers can only send one feedback request per order. Messages must remain focused on the customer experience and avoid any language that could be interpreted as coercive or biased.
Since Amazon’s update on August 4, 2025, customers can now leave star-only ratings without needing to write a comment. These ratings, however, cannot be appealed through the Feedback Manager. For ratings below four stars, customers must select a reason from a dropdown menu, and Amazon automatically excludes product-related complaints from seller feedback. This change highlights the importance of following the rules, as Amazon’s automated systems are quicker to flag violations.
To simplify compliance, sellers can turn to official tools designed for feedback requests.
Amazon-Approved Tools for Feedback Requests
Amazon provides helpful tools to ensure sellers stay within policy boundaries when requesting feedback. Two key options include:
"Request a Review" Button: Found in Seller Central, this feature sends a standardized, neutral message to customers. It asks for both seller feedback and product reviews while adhering to Amazon’s guidelines.
Solicitations API: This tool is ideal for sellers managing large volumes, allowing automated, policy-compliant feedback requests for specific orders. It integrates with existing systems to streamline the process while maintaining neutrality.
For those seeking additional automation, third-party tools like Repricer.com offer features to send compliant feedback requests and monitor responses in real time. However, it’s crucial to ensure any third-party tool is Amazon-approved to avoid potential violations.
These tools not only simplify compliance but also handle critical details like message timing, formatting, and frequency. They can even distinguish between seller feedback and product reviews, providing analytics to track response rates. By using these tools consistently, sellers can promote ethical practices and maintain a customer-first approach - key ingredients for long-term success on Amazon. For tailored advice, consulting experts like eStore Factory can help fine-tune your feedback strategies.
The August 2025 Star-Only Feedback Update and Its Impact
On August 4, 2025, Amazon made a significant change to its feedback system, allowing customers to leave star ratings without the need to write a review. While this update simplifies the process for buyers, it introduces new hurdles for sellers who depend on feedback management to maintain their business performance. Let’s break down how this change is reshaping feedback strategies.
Star-Only Ratings: What’s Different?
The key change is that customers can now leave a star rating without adding written comments. Previously, a written review was required alongside the rating, giving sellers essential insights into the buyer’s experience. Now, written feedback is entirely optional.
For ratings below four stars, buyers must select a reason for their dissatisfaction from a dropdown menu. However, they’re not required to provide any further details. This adjustment aims to streamline the feedback process and encourage more customers to participate, but it limits the depth of information sellers receive.
How This Impacts Feedback Management
This update puts sellers in a tough spot, emphasizing the need to deliver top-tier service to avoid negative ratings altogether. The star-only system makes feedback management more challenging, especially since ratings without written context cannot be disputed. This means even unfair ratings can stick, potentially lowering feedback percentages and affecting a seller’s Buy Box eligibility.
Historically, over half of the low-star ratings successfully appealed by sellers were tied to issues like Amazon FBA fulfillment problems or product defects - issues unrelated to the seller’s own performance. Now, these ratings remain on record, directly impacting seller metrics.
Adding to the difficulty, feedback trends were already on a downward slope. By 2025, fewer than 1% of buyers were leaving seller feedback, and the percentage of positive feedback had dropped from 92% in 2020 to 84%. The star-only system could worsen this trend, as it makes it easier for dissatisfied customers to leave a quick, negative rating while satisfied buyers may skip leaving feedback altogether.
Sellers now face a shift from reactive to proactive feedback management. The days of relying on written feedback to appeal unfair ratings are over. Instead, the focus must shift to preventing negative feedback through outstanding customer service and proactive communication. Partnering with experienced consultants like eStore Factory can help sellers navigate this new reality and refine their strategies.
Another challenge lies in understanding customer experiences. Written feedback once provided detailed insights into operational issues and service gaps. Without this context, sellers need to find new ways to identify and address problems in their fulfillment processes. Exploring alternative tools and methods will be essential in adapting to this feedback system overhaul.
Best Practices for Ethical Feedback Requests
With the August 2025 star-only feedback update making it harder to remove negative ratings, sellers need to focus on delivering outstanding service and using feedback strategies that align with Amazon’s policies. The goal? Request feedback ethically while boosting the chances of positive responses.
Timing and Frequency of Feedback Requests
Send your feedback request 3–7 days after delivery, when the customer has had time to evaluate their purchase but the experience is still fresh.
Stick to one request per order. Amazon explicitly prohibits sending multiple feedback requests, as it can annoy customers and even lead to complaints or policy violations.
To streamline the process, use Amazon's Solicitation API or approved third-party tools. These tools ensure your requests are sent on time, prevent duplicate messages, and help maintain consistent communication. As your orders grow, manual tracking becomes impractical, making automation a smart way to stay compliant.
Writing Compliant Messages
Your feedback messages should be polite, neutral, and free from any language that could be seen as manipulative. A compliant message thanks the customer and invites honest feedback without pushing for a specific rating.
Here’s an example of what works:
"Thank you for your recent purchase. We hope you are satisfied with your order. Please leave feedback about your experience on Amazon."
This message is straightforward, expressing gratitude and asking for feedback without any bias. Another effective option:
"Your opinion matters to us. Please let us know how we did by leaving feedback on Amazon."
This version highlights the importance of their honest opinion while keeping the tone neutral.
Avoid language that suggests you’re only looking for positive feedback. Phrases like “If you had a positive experience” or “We hope you’ll leave us a great review” can violate Amazon’s policies and harm your account standing.
Keep your messages short and to the point. Customers are more likely to respond to concise requests that make the feedback process quick and easy.
Avoiding Common Mistakes
Even with the perfect message, there are common errors to watch out for to ensure compliance:
Never offer incentives. Discounts, free products, or refunds in exchange for feedback are strictly prohibited by Amazon and can result in account suspension.
Don’t ask for only positive feedback. Requests like “Please leave us a 5-star rating” or “If you’re happy with your purchase” violate Amazon’s neutrality rules. Always welcome honest feedback, regardless of the customer’s experience.
Avoid external links or off-platform requests. Keep all communication within Amazon’s system. Don’t ask for social media follows, contact information, or visits to your website.
Don’t tie feedback to customer support. Suggesting that feedback is required for assistance or warranty service violates Amazon’s policies and creates distrust with customers.
Proofread your messages. Errors in grammar, spelling, or formatting can make your business appear unprofessional and reduce response rates. Regularly review and update your templates to ensure they’re polished and up-to-date.
Clarify the difference between product reviews and seller feedback. This helps prevent confusion and misplaced negative ratings. However, avoid explicitly asking for product reviews - focus solely on seller feedback.
If you’re unsure about crafting compliant messages, consider working with experts like eStore Factory, who can help you develop strategies that align with Amazon’s policies while encouraging positive responses.
Monitoring and Managing Feedback Properly
Keeping a close eye on feedback after sending out requests is crucial for maintaining compliance and improving performance. By monitoring responses carefully, sellers can uphold ethical practices and strengthen customer relationships. This has become especially important since the August 2025 update, which introduced star-only ratings and limited the ability to appeal negative feedback. Sellers now need to pay even closer attention to their ratings.
Tracking Feedback
The Feedback Manager in Seller Central remains your go-to tool for keeping tabs on incoming feedback. This dashboard provides a clear view of all ratings, including star-only scores and any accompanying written comments. You can sort feedback by date, order number, or rating level, making it easier to spot patterns or sudden shifts.
With fewer than 1% of buyers now leaving feedback, every rating carries significant weight. Establish a daily routine to check your Feedback Manager - ideally each morning - to address any issues promptly. For businesses handling a high volume of orders, consider using approved tools that send instant alerts and offer consolidated feedback views to streamline the process.
To get to the root of recurring issues, compare feedback trends with recent operational changes. For instance, if you see a rise in low ratings after introducing a new product, switching suppliers, or dealing with shipping delays, document these connections. In cases where star-only ratings lack written context, aligning the timing of feedback with specific events can help identify potential problems. Keep a detailed log that includes order dates, product details, fulfillment methods, and any related issues to track recurring patterns.
Spotting negative trends early is the first step to addressing them effectively.
Responding to Negative Feedback
Once you’ve identified negative feedback through regular monitoring, responding quickly and professionally is key to maintaining strong service standards. For feedback that includes written comments, use Amazon’s messaging system to reply promptly. Show empathy, offer clear solutions, and keep your tone constructive. For example, if a customer mentions a shipping delay, acknowledge the issue and explain the steps you’re taking to prevent it from happening again.
Star-only ratings, however, don’t allow for direct communication with the customer. In these cases, review the order details - like shipping dates, product variations, or past customer service interactions - to identify potential issues. This limitation highlights the importance of proactively improving your service to minimize negative ratings.
Since the August 2025 update, the appeal process has become more restrictive. More than half of the low-star ratings that were previously eligible for appeal involved product issues or Amazon shipping problems. Now, appeals are no longer an option for ratings without written comments, making it harder to challenge unfair feedback.
That said, feedback removal is still possible if the comments violate Amazon’s guidelines. For example, you can request removal for feedback that includes inappropriate language, appears to be a product review, or addresses issues beyond your control. However, this option is only available for feedback with written context, which underscores the importance of focusing on prevention by delivering top-notch service.
If you’re managing multiple sales channels or complex operations, partnering with experts like eStore Factory can help you create a thorough feedback monitoring and response strategy. These strategies can ensure you stay aligned with Amazon’s evolving policies while protecting your account health.
Building Customer Relationships for Long-Term Success
The move toward star-only feedback shows that great service speaks louder than constant requests for reviews. Instead of chasing customers for feedback, successful sellers focus on delivering experiences so outstanding that customers naturally feel compelled to share their satisfaction. This approach encourages businesses to refine every aspect of their service.
Creating meaningful connections with customers requires a shift in perspective. Each transaction should be seen not as a chance to gather feedback but as an opportunity to exceed expectations. By doing so, you not only encourage genuine positive ratings but also build a loyal customer base that returns and spreads the word about your business.
Interestingly, positive feedback rates have fallen from 92% in 2020 to 84% in 2025, reflecting the rising bar for customer satisfaction. Sellers who prioritize service quality over volume of feedback are better positioned to succeed in this increasingly demanding environment.
Improving Service and Fulfillment Standards
A strong customer relationship starts with reliable order fulfillment. This means shipping orders on time, keeping inventory accurate, and ensuring products arrive just as promised. Packaging also plays a key role - it’s the first tangible interaction customers have with your brand. Use sturdy materials to protect items during transit and consider adding personal touches like thank-you notes or clear instructions to make the unboxing experience memorable.
Transparent communication throughout the buying process is equally important. Send order confirmations immediately, provide tracking details as soon as they’re available, and notify customers promptly about any delays. If issues arise, address them openly and offer clear solutions. Responding quickly and thoughtfully to customer questions - even minor ones - helps prevent misunderstandings and reduces the likelihood of returns or negative feedback.
Adapting to Declining Feedback Rates
With feedback rates on the decline, sellers need to rethink their strategies. Focus on quality over quantity when it comes to customer reviews. A few honest, enthusiastic ratings from genuinely satisfied customers carry far more value than a flood of generic, solicited feedback.
The introduction of Amazon’s star-only feedback system in August 2025 benefits sellers who emphasize service excellence. By removing the need for written reviews, this system makes it easier for happy customers to leave ratings. A simple star selection allows them to show their approval without the effort of crafting detailed comments.
In a landscape where feedback is harder to come by, exceptional service becomes your standout feature. Consistently delivering top-notch experiences sets you apart, especially when mediocre service can quickly lead to visible negative ratings. Over time, this commitment to quality creates a competitive edge and drives steady growth in positive feedback.
For businesses juggling complex operations across multiple platforms, partnering with experts like eStore Factory can provide valuable support. Their expertise in account management and customer service optimization helps sellers maintain high standards while adapting to Amazon’s evolving feedback environment.
Conclusion: Ethical Practices for Long-Term Growth
Achieving success on Amazon hinges on ethical feedback practices that prioritize customer satisfaction and strict adherence to platform policies. With fewer buyers leaving detailed written feedback - less than 1% as of 2025 - every interaction with a customer becomes a critical opportunity to understand and address their concerns. This shift highlights the importance of focusing on prevention through top-notch service.
The numbers paint a clear picture: positive feedback rates have dropped from 92% in 2020 to 84% in 2025. This decline emphasizes the need for ethical and proactive approaches to feedback. Following Amazon's guidelines is key. Tools like the "Request a Review" button allow sellers to seek feedback without violating policies, while maintaining good standing means avoiding incentives or suggestions for specific ratings. A simple thank-you note inviting honest feedback after a purchase goes a long way in building trust.
When negative ratings arise and lack clarity, the best defense is prevention. Delivering exceptional customer service and ensuring flawless order fulfillment can help minimize dissatisfaction before it even occurs. Consistently meeting - and exceeding - customer expectations naturally leads to positive, organic feedback. Over time, this reduces the need for active feedback solicitation, as happy customers are more likely to share their experiences through Amazon's simplified star rating system.
For sellers navigating the complexities of running operations across multiple channels, seeking expert guidance can be a game-changer. eStore Factory offers account management and compliance consulting services to help businesses stay aligned with Amazon's evolving policies. Their expertise ensures sellers can maintain ethical standards, adapt to changes, and safeguard their accounts, all while positioning themselves for long-term growth.
FAQs
What are the best practices for Amazon sellers to request customer feedback without breaking the rules?
Amazon sellers can ask for customer feedback in a way that aligns with the platform's rules by following these simple steps:
Use Amazon's 'Request a Review' button in Seller Central. This tool is officially approved and ensures your request complies with Amazon's policies.
Avoid offering incentives like discounts, free products, or refunds in exchange for positive reviews. Doing so is against Amazon’s rules and could risk your account.
Keep your communication neutral and professional. Focus on asking for honest feedback rather than steering customers toward leaving only positive reviews.
Sticking to these practices helps you earn customer trust and keeps your seller account in good standing. For more tailored advice on improving your Amazon strategy, you might want to reach out to a professional agency like eStore Factory.
How does Amazon's star-only feedback system affect sellers' ability to handle negative reviews?
Amazon's star-only feedback system streamlines the review process for customers by allowing them to rate products quickly. However, it presents a challenge for sellers. Without written comments accompanying low ratings, it’s tough to pinpoint the exact reasons behind customer dissatisfaction, making it harder to address and resolve issues effectively.
To tackle this, sellers should prioritize top-notch customer service, keep a close eye on feedback patterns, and proactively address any recurring concerns. By consistently delivering quality and engaging with customers when opportunities arise, sellers can reduce the likelihood of negative ratings and strengthen their reputation over time.
How can Amazon sellers ethically encourage more customer feedback despite declining feedback rates?
To encourage customer feedback on Amazon the right way, focus on creating a great shopping experience and sticking to Amazon-approved methods for requesting reviews. Following Amazon's policies is key to avoiding any penalties.
One effective approach is to send polite, personalized follow-up messages through Amazon's Buyer-Seller Messaging system. Use these messages to thank your customers for their purchase and kindly ask for feedback. Just remember: offering incentives or specifically asking for positive reviews is against Amazon's rules. Another option is to use Amazon's Request a Review feature. This tool sends an automated, policy-compliant review request directly to customers, making the process simple and within guidelines.
By being transparent and following Amazon's rules, you'll not only stay compliant but also build trust with your customers, increasing the chances of receiving genuine reviews.
