Your next Amazon ad won't sell your product. It will ask for a review. With Review Requests, announced at unBoxed on September 29, Amazon lets brands pay to invite recent buyers to rate a product in one tap, right from the homepage. The result announced in testing: about three times more ratings per week. It starts in the US. Here's how we're getting ready before it reaches Europe.
The format in 30 seconds
The idea: an ad shows your product to verified buyers who recently purchased it, and invites them to rate it.
The action: a one-tap star rating, with an optional written review, photos or video. The review is published on your product page.
The condition: fewer than 1,000 ratings and reviews. At 1,000, the campaign pauses automatically.
The timeline: US open beta announced for late October 2026. Other countries will follow, no date yet.
Move 1: list your eligible products
Pull the list of your products under 1,000 reviews. These are often your new launches and the products stuck for lack of social proof. They have the most to gain.
Move 2: only push products that deliver on their promise
You pay to ask the question, not to pick the answer. A disappointing product will also collect its bad ratings faster. Check your return rate and recurring negative reviews before spending a single euro.
Move 3: align your listing with reality
Accurate photos, clear sizing, a promise you can keep. A listing that overpromises produces three-star reviews. Now is the time to clean it up.
Move 4: work out your cost per review
Billing details haven't been published yet. Once they are, divide your spend by the number of reviews you get, and compare it with the conversion gain on your Sponsored Products. Example: if new reviews lift your conversion rate from 3% to 5%, every click you pay for elsewhere earns more, and the cost per review pays for itself quickly.
Move 5: watch your rating, not just the volume
Track your average rating every week. More reviews with a falling rating is a bad deal.
Checklist
List your products under 1,000 reviews.
Rule out those with a high return rate.
Fix the listings that overpromise.
Set an acceptable cost per review.
Track your average rating every week.
For the first time, reviews have an ad budget. Spend it on the products that deserve it.
Want us to get your products ready before Review Requests reaches Europe? Talk to the Kroogads team.