Amazon Ads launches Review Requests for newer products
A new ad format asks recent buyers to rate or review your product while they browse Amazon. It targets the single biggest barrier for new listings — a thin review count against established competitors. Open beta in the US from late October 2026.
What exactly is changing
- Shown to customers who recently bought your product, as they shop on Amazon.
- Buyers can leave a one-click star rating, or add a written review with photos or video.
- Open to 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; requests pause automatically at that threshold.
- Runs through Amazon Ads Agent or the Unified API, with the same bidding and budget controls as other campaigns.
- Amazon reports closed-beta products collected roughly three times as many ratings and reviews per week.
Why this matters for sellers
Reviews are the hardest gap to close on a new listing — a product with a dozen ratings converts badly against a competitor with two thousand, no matter how good the creative is. A paid channel that puts a rating prompt in front of people who already bought is a direct attack on that problem, and the closed-beta numbers Amazon quotes are substantial. Worth testing early while competition for the placement is low.
What to do next
- 1Check whether your ad account is in good standing with no active policy violations.
- 2Identify launches sitting under 1,000 ratings — those are the only eligible products.
- 3Budget it separately from your sales campaigns; the return shows up as conversion lift later, not as immediate ROAS.
- 4Make sure the product itself is solid before you ask for reviews at volume — this accelerates whatever sentiment already exists.
This summary is written from Amazon's own Seller Central and Amazon Ads announcements and is general guidance, not advice on your specific account. Amazon revises policies, dates and fees regularly and terms differ by marketplace — confirm the current rule in Seller Central for your store before acting on it.