Amazon Review Requests ads: what the US beta does and which products should skip it

The short answer

• What it is: Amazon Review Requests ads are a paid Amazon Ads campaign that invites recent buyers to leave a star rating or a written review while they shop on Amazon.
• When: Amazon says an open beta in the US starts in late October 2026. No other marketplace has a date.
• Who qualifies: registered sellers and vendors with an advertising console account in good standing and no active policy violations, on products with fewer than 1,000 total ratings and reviews.
• What is unknown: Amazon has not published pricing, a minimum bid or how many invitations a campaign will send. The three times result is internal Amazon data from a June 2026 closed beta.
• The risk: Amazon has not said it filters invitations by satisfaction, so a product with an open quality problem may collect low ratings faster.
• The test: record a baseline first, set the most you will pay per extra rating before you switch it on, and judge the result on extra ratings, not on ad sales.

On 29 September 2026 Amazon Ads announced Amazon Review Requests ads, a paid campaign that shows people who recently bought your product an invitation to rate or review it. Amazon says the US open beta starts in late October 2026, and that products in its closed beta received three times as many ratings and reviews per week as before.

If you have an ASIN stuck on a handful of ratings, that sentence is tempting. Amazon Review Requests ads are a paid way to have Amazon ask your own buyers for a rating. Three things are worth knowing before you spend on it: the three times figure is Amazon's own and no control group is disclosed, the price is not published yet, and Amazon has not said it filters invitations by satisfaction, so an unhappy buyer can be invited too.

This guide covers who qualifies, how it differs from the Request a Review button and Vine, which products I would keep out of it, and how I would test it so you can tell whether a rating was worth what you paid. Amazon's date is late October 2026, and as of 17 October I have found no seller reports of it running, so nothing below is a result. It is a reading of what Amazon and the trade press have published.

Three routes to a rating, and what each asks of you

1Request a Review button

Free. Sends an automated review request from an order's Order details page.

2Vine

Registered brand, FBA offer with stock, fewer than 30 reviews on the page. Amazon bills after the first Vine review is published.

3Review Requests ads

Paid campaign. Fewer than 1,000 ratings and reviews. Open US beta in late October 2026. Pricing not published.

Amazon US only. Review Requests is not open yet: Amazon says the US open beta starts in late October 2026 and has published no pricing.

What are Amazon Review Requests ads, and when do they open?

Review Requests is a new campaign type from Amazon Ads. According to Amazon's announcement of 29 September 2026, it reaches customers who recently bought a product and invites them to leave a star rating or a written review while they shop on Amazon. Written reviews can include video or images, and they are optional.

You create and manage the campaigns in Amazon Ads Agent, with the same bidding and budget controls as other Amazon Ads campaign types. They are also available through the Amazon Ads Unified API.

The timing is the part to hold loosely. Amazon says the product launches in open beta in the United States in late October 2026, and that additional marketplaces and Amazon properties are planned. PPC Land, in an article of 12 October 2026, notes that Amazon has not dated any expansion beyond the US.

One detail works in your favour. Amazon says the reviews stay on the product detail page, so the benefit reaches every shopper who visits it, not only the ones who saw the ad.

Which products can run Amazon Review Requests ads?

Amazon sets two tests, one for the account and one for the product.

• The account: registered sellers and vendors qualify if their advertising console account is in good standing and they have no active policy violations.
• The product: a product is eligible when it has "fewer than 1,000 total ratings and reviews". Amazon checks this when you create a campaign and while it runs, and a campaign pauses automatically once the product reaches 1,000.

The first test is easy to overlook. If an open warning is sitting on your account, Amazon requires no active policy violations, so I would clear any open issue first. Our guide to clearing Amazon policy warnings before they suspend you covers how those are read.

How is it different from the Request a Review button and Vine?

Amazon now offers three routes to ratings and reviews, and they overlap less than you might expect.

• Request a Review: a button in Seller Central that, per Amazon's Customer Reviews tool page, sends automated review requests from an order's Order details page. EcomCrew and PPC Land both describe it as the free option.
• Vine: per Amazon's Vine FAQ, you need a selling role of Brand Representative or Reseller in a registered brand, and the product needs an FBA offer with available inventory and fewer than 30 reviews already published. Amazon says it bills the enrollment after the first Vine review is published.
• Review Requests ads: a paid campaign for products under 1,000 ratings and reviews, which Amazon has not priced yet.

Put the two thresholds side by side and a gap appears. Vine counts reviews published on the page, while Review Requests counts total ratings and reviews. A product with 45 reviews is past Vine's limit of fewer than 30, and unless it carries many ratings on top of that it sits inside Review Requests' limit of fewer than 1,000. That gap is the sellers this product is aimed at, as far as I can tell. It is my arithmetic from the two pages, not something Amazon says.

One open question: PPC Land notes that Amazon does not explain how the ads interact with the free Request a Review option. Until it does, I would not assume the two can be stacked on the same order without a result you can read.

What has Amazon not said about Review Requests pricing and results?

Quite a lot, and it is worth listing before you build a plan on it.

• Price: Amazon's announcement states no pricing. EcomCrew says Amazon has not published a minimum bid, pricing benchmark or expected number of invitations. PPC Land says Amazon has not published a cost per review and does not say whether you pay per impression, per click or per submitted rating.
• The three times figure: Amazon says it is internal data from a US closed beta run from 3 to 21 June 2026, presented as early test data. Both trade articles point out that it compares each product with its own earlier pace, with no control group disclosed, and that Amazon has not said how many products took part or how much was spent.
• Placement and timing: PPC Land notes that "highest-traffic pages" is not defined and that "recently purchased" is not given in days.
• Reporting and labels: PPC Land notes that no reporting metrics are named, and that it is unclear whether reviews from the ads are labelled differently.

The annoying part is that none of this blocks a launch. It just means the first sellers in the beta will be the ones who find out what a rating costs, and that is a reason to go in with a ceiling already set.

Which products should skip Amazon Review Requests ads?

This section is my reading, with EcomCrew's warnings behind it. Amazon has not published an exclusion list.

The mechanism is what matters. EcomCrew describes the invitation as letting a buyer leave a one-click star rating, which may be one star, five stars or none, with a written review on top if they choose. Nothing in the announcement says the invitation is sent only to buyers who are pleased. Amazon's own Vine page says feedback "can be positive or negative", and a paid campaign changes how many buyers are asked, not what they think.

So I would keep these out of a first test:

• An ASIN with an open quality complaint: a known defect, recurring damage in transit, or a page that promises more than the product does. A campaign cannot fix a product buyers dislike, as EcomCrew puts it, and more invitations mean more chances to hear it in public. Our guide to what you can and cannot control when a rating drops shows how slowly that kind of damage is undone.
• An ASIN that is low on stock: EcomCrew says to confirm inventory is available before you start.
• An ASIN with few recent orders: EcomCrew also advises a large enough recent order cohort. With a small pool of buyers, a few ratings either way will swing the result.
• An ASIN whose page is not ready: I would fix this before buying ratings, because a page that loses shoppers will lose them with or without stars. Our nine checks before you touch PPC is the place to start.

The best first candidate is the reverse of all four: a stable product that buyers already keep, that is in stock, and that has fewer ratings than its quality deserves. That is also the one that makes the test easy to read.

How should you test Review Requests ads without overspending?

EcomCrew's advice, which I agree with, is to test on one stable product and to treat spend as an experiment, kept separate from your proven campaigns. This is how I would order the work.

Decide what a rating is worth before the campaign exists

1. 1Pick one stable ASIN

   Under 1,000 ratings and reviews, in stock, with no open quality complaint.

2. 2Write down the baseline

   Ratings, star average, refunds, contacts, conversion and spend, before you start.

3. 3Set the ceiling first

   Decide the most you will pay per extra rating before you switch the campaign on.

4. 4Judge on extra ratings

   Compare with the earlier weeks and with a similar ASIN that did not run it.

Amazon US, Review Requests open beta from late October 2026. The measures in step 2 and the comparison in step 4 follow EcomCrew's suggested method; the order is AVA INC. guidance.

Two of those steps change how you think about the money.

The baseline. Without a record of how many ratings an ASIN collects in a normal week, you cannot say how many were extra. The same goes for the star average, refunds and customer contacts. A rating that arrives faster is only good news if the average holds and the refund rate does not climb with it.

The ceiling. EcomCrew suggests setting a maximum cost per incremental rating before launch, and I would write that number down where the person who sets budgets can see it. I am not giving you a figure, because Amazon has not priced the product and any number I offered would be invented.

On measurement, EcomCrew notes that standard ROAS math does not fully apply, because a review benefits shoppers who never saw the ad. My reading is that a total-sales view fits better than ad-attributed sales, which is the same logic as TACOS, the metric that shows whether you are actually growing. If your campaigns already read well on TACOS, you have the habit this test needs.

Can you send your own review messages alongside Review Requests ads?

This is where a good idea turns into a policy problem. EcomCrew warns against pairing Amazon's invitation with your own message that sends unhappy buyers to support and happy ones to review, and calls that review gating.

That matches the policy text. A copy of Amazon's Customer Product Reviews Policies, posted in Seller Forums, lists this among the violations: "A seller diverts negative reviews to be sent to them or to a different feedback mechanism while positive reviews are sent to Amazon." It also lists "A seller asks a reviewer to change or remove their review." That post was made by a seller and is eight years old, so read the current policy inside Seller Central before you rely on its wording.

Amazon's Customer Reviews tool page says the same thing more briefly: sellers must follow Amazon's community and communication guidelines, and Amazon says you cannot change reviews. The paid campaign is Amazon's own invitation. Anything you add on top of it is yours, and yours is what gets judged.

Keep the free Request a Review button and Vine on their own terms, and let the campaign run without a second message beside it.

Get the ASIN check done before the beta opens

The cheapest part of this test is the part you can do before Amazon opens the door: choosing the right ASIN, reading the returns and complaints behind it, and recording the baseline. The expensive mistake is spending on invitations for a product that was never ready for them.

At AVA INC. we look at the listing, the returns and the ad account together, so that the ASIN you choose is one that can actually use the ratings. If you would like that done, our listing optimization service starts with exactly that review. I cannot promise any number of ratings, because Amazon has not said what the campaign delivers, but we can tell you which of your ASINs are ready and which need work first. You can book a free audit and we will start from what is in your Seller Central.

Common questions about Amazon Review Requests ads

Sources

1. Review Requests announcement, Amazon Ads (29 September 2026)advertising.amazon.com
2. Vine frequently asked questions, Seller Central help (US)sellercentral.amazon.com
3. Customer Reviews tool page, Amazonsell.amazon.com
4. Amazon is turning review requests into a paid ad product, EcomCrew (third party)ecomcrew.com
5. Amazon to sell ads asking buyers to review products under 1,000 ratings, PPC Land (third party)ppc.land
6. Customer Product Reviews Policies, copy posted in Seller Forumssellercentral.amazon.com

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