How to Get Amazon Verified Purchase Reviews

by Kristen Hicks

When a customer goes looking for a product on the Amazon marketplace, they’re faced with a lot of options. With pages and pages of results to consider, how do they narrow down their choices to the one item they’ll buy? For many customers, a big part of the decision is based on ratings and reviews.

For sellers, getting a high number of positive reviews is one of the best ways to differentiate yourself in the marketplace. But not all reviews are created equal., Inc. (“Amazon”) categorizes some as Verified Purchase Reviews.

What is an Amazon Verified Purchase Review?

Verified purchase reviews must meet two main criteria:

  • The buyer bought the item through the Amazon marketplace.
  • The seller didn’t offer a significant discount on the product. Amazon doesn't specify what qualifies as a significant discount, but it appears that only products with a discount of less than 20% are counted as verified.

Amazon wants reviews to be a useful tool for customers weighing their options. Fake reviews left by competitors are misleading rather than helpful. Customers that get a deep discount on a product in exchange for a review may feel pressure to be more positive than they really feel.

Adding the Verified Purchase label to reviews they know are both real and earned signals to customers they’re more worthy of trust. In addition to adding the label, Amazon puts these reviews at the top of the reviews section. That way customers see them first, and are more likely to consider them in their purchasing decision.

How Not to Get Verified Purchase Reviews

Obviously, earning verified purchase reviews on Amazon is important. Getting customers to review your products can be tricky in any context though. You need busy people to take time out of their day for something that doesn’t have much benefit to them.

With Amazon, you face additional challenges. The company has strict policies governing the ways sellers can interact with customers. Breaking their rules can get you kicked off the Amazon marketplace entirely. For businesses that depend on Amazon, the stakes are too high to get this wrong.

Amazon’s prohibited seller activities and actions outlines specific tactics to avoid. When it comes to getting product reviews, this includes:

  • Paying customers for reviews.
  • Offering incentives for reviews.
  • Reviewing your own products.
  • Asking close friends and family to review your products.
  • Requesting only positive reviews.
  • Offering large discounts.

What You Can Do to Get Amazon Verified Purchase Reviews

Now that you know all about what you can’t do, the obvious question is: what can you do? Many customers who are happy with your product simply won’t think to head back to Amazon to leave a review. A basic reminder can go a long way toward nudging some of them into action.

Amazon’s rules definitely put limitations on how you can interact with your customers. One of the types of communication they do allow is review requests. You can reach out to customers after a purchase to ask them to leave a review. You just have to be careful in your wording to make sure you stay within their guidelines.

To write review requests that stay within Amazon’s rules and increase your chances of getting a response:

    • Either use Amazon’s Buyer-Seller Messaging Service to send the message, or to identify the encrypted email address to contact them with.
    • Encourage them to leave a review, but be careful not to specify anything about it being positive. Your request has to remain neutral.
    • Emphasize how quick the process is. You’re just asking for two minutes out of their day.
    • Include a link telling them where to go. Make it as easy as possible for them.

Not every customer will respond to your request, but every one that does makes your product more attractive to future visitors. That makes the effort well worth it.

How to Make the Process Easier

Writing up a message like this for every purchase would obviously be time consuming and tedious. Good thing there are shortcuts you can take.

To start, you can use a review solicitation template to make writing the message easier. And for businesses that process hundreds or thousands of reviews a month, a tool like FeedbackFive lets you scale your efforts by automating the process. Set your template up to go out automatically after every purchase. Then sit back and let the product do the work for you.

Originally published on June 20, 2019, updated July 7, 2019

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.