Amazon Request a Review: How It Works, When to Use It, and How to Automate It Safely
Amazon’s Request a Review button is a free, built-in tool that sends Amazon’s own standardized review request to buyers on your behalf—and it’s fully compliant.
The email asks buyers to rate the product and provide seller feedback. You can send it only once per eligible order and only within Amazon’s limited post-delivery window.
You can also automate the process if you manage a high order volume. However, not every automation method works the same way. Tools that use Amazon’s official Selling Partner API differ from browser extensions that mimic manual clicks.
In this guide, we’ll explain how the Amazon Request a Review button works, where to find it, when to use it, when not to use it, and how to automate requests safely.
What Is Amazon’s Request a Review Button? And What Does It Actually Do?
Amazon’s Request a Review button is a Seller Central feature that sends an Amazon-created, standardized email asking the buyer to review the product and rate the seller. Amazon controls the wording, design, subject line, and calls to action, so sellers cannot personalize the message, add branding, offer incentives, or influence the rating.
The message is sent from donotreply@amazon.com, not from the seller’s email address. Buyers receive an Amazon-branded message rather than a custom email written by the brand.
Amazon’s standardized email includes:
- The seller’s name
- The product title
- The product’s main image
- An option to rate the product
- An option to rate the seller
Amazon sends the review request in the buyer’s preferred supported language, so sellers do not need to prepare different versions for each marketplace.
The message is sent only to buyers who have not opted out of Amazon’s non-critical emails. If a buyer has opted out, they will not receive the request, and Amazon does not send the seller an error or separate notification.
The email asks for two different types of feedback:
- Product review: Feedback about the product itself
- Seller feedback: Feedback about the seller’s service and order experience
Amazon displays product reviews and seller feedback in separate sections. Product reviews are visible on the product page, while seller feedback can be found on the seller’s profile.
Sellers cannot add their logo, offer a discount, ask for five stars, or tell buyers to contact them before leaving a negative review.
Buyers can also leave only a star rating without writing a comment.
Since Amazon made written comments optional, only about 10–20% of buyers who respond leave a written review. Most provide a star rating without adding a comment. This means the button may be working even when your written-review count grows more slowly than your total rating count.
How to Request a Review on Amazon: Find and Use the Button Step by Step
You can send a review request manually from an eligible order in Seller Central.
1. Sign In to Amazon Seller Central
Log in to the Seller Central account connected to the marketplace where the order was placed.
2. Go to Manage Orders
Open the main menu and go to:
Orders → Manage Orders
This page shows the orders linked to your seller account.
3. Open the Order ID
Find the order you want to review and click the individual Order ID.
Before moving ahead, check that:
- The order has been delivered
- The order is within the eligible period
- A request has not already been sent
- Amazon still considers the order eligible
- The order is not a B2B or Amazon Business order
B2B exception: The Request a Review button does not appear for Amazon Business orders. B2B buyers use a separate feedback system, so these orders cannot follow the standard Request a Review process.
4. Find the Request a Review Button
On the order details page, look for the Request a Review button.
It appears near the top-right area of the page, next to the Issue a Refund button.
[SCREENSHOT: Seller Central order-details page showing the Request a Review button at the top right beside Issue a Refund. Blur the order ID and all buyer information. Alt text: Amazon Seller Central Request a Review button on an order-details page.]
5. Click and Confirm the Request
Click Request a Review and read the confirmation message.
Amazon will remind you that:
- Amazon sends the email
- The message cannot be edited
- The email asks for both a product review and seller feedback
- You should not send another review request for the same order
Confirm the request.
You can send only one official Request a Review message per eligible order. Once the request is sent, the button disappears from that order and cannot be used again.
The 4-to-30-Day Amazon Request a Review Time Window: Timing Strategy
The Request a Review button is available from the fourth day after confirmed delivery until day 30.
The timing starts from the delivery date. It does not start from the order date or shipment date.
Does It Work for FBA and FBM Orders?
Yes. The feature works for both Fulfillment by Amazon and Fulfilled by Merchant orders, as long as the order meets Amazon’s eligibility rules.
For FBA orders, Amazon manages shipping and delivery tracking.
For FBM orders, accurate tracking is more important. If the carrier has not confirmed delivery, the request may not become available.
When Is the Best Time to Send It?
For most standard products, day five to seven is the recommended starting point. This gives the buyer time to receive and use the product while the experience is still fresh.
Products that require setup, repeated use, assembly, or visible results may need more time.
Choose a consistent timing rule based on:
- How long the product takes to use
- Whether setup is required
- How reliable delivery tracking is
- Common return or complaint patterns
- How long buyers normally need to judge the product
If the order is already on day 28–30, send the request urgently before the eligibility window closes permanently.
When NOT to Use the Request a Review Button: The Decision Framework
Most guides tell sellers to send a review request whenever the button is available. But there are situations where you should not use it—or should fix the customer’s problem first.
If the product arrived damaged, the buyer received the wrong item, or a complaint is still open, resolve the problem before asking for a review.
| Scenario | Use Request a Review? | Why |
|---|---|---|
| Standard order, product as described, delivered on time | ✅ Use it | Exactly what the button is designed for. No reason not to send. |
| Product arrived damaged or wrong item sent | ❌ Don’t use it | Resolve the issue first. A review request sent to a customer with a bad experience will produce a negative review. Contact the buyer, offer a replacement or refund, then decide. |
| Buyer contacted you with a complaint (even if resolved) | ⚠️ Use with caution | If the issue is fully resolved and the buyer seems satisfied, the button is safe. If any tension remains, skip it. A negative review after you’ve helped them looks worse than no review. |
| Order delivered very recently (within 4 days) | ❌ Don’t use it (yet) | The window doesn’t open until day 4 post-delivery. Sending earlier isn’t possible—the button is greyed out. Wait until day 5–7 for best response rates. |
| Order approaching day 28–30 post-delivery | ✅ Use it urgently | The 30-day window closes permanently. If you haven’t sent it yet, send now before eligibility expires. |
| High-value or complex product with known setup issues | ⚠️ Use with caution | If you know a subset of buyers struggle with setup, ensure you have good packaging instructions and a support contact before sending review requests en masse. |
| Product is under-performing with high return rate | ❌ Don’t use it | Fix the product or listing first. More reviews on a bad product = more documented negative reviews. |
| B2B (business buyer) order | ❌ Can’t use it | Button doesn’t appear on B2B orders. Use other feedback mechanisms for B2B accounts. |
These rules must be applied consistently. Do not send requests only to customers who appear likely to leave positive ratings. Selecting orders based on expected satisfaction can become review manipulation.
Never offer money, gifts, discounts, replacements, or other benefits in exchange for a positive review, an edited review, or the removal of a negative review.
Learn more about why compliance matters in our guide to the Amazon fake review crackdown 2026.
How to Automate Amazon Request a Review Safely—and What “Safe” Actually Means
Amazon’s officially supported way to automate Request a Review is through the Solicitations API within SP-API.
Tools that use this API are fully ToS-compliant because Amazon created the integration specifically for this purpose. Amazon explains the approved process in Amazon’s official Solicitations API documentation.
At scale, an approved tool can check eligibility, prevent duplicate requests, and trigger Amazon’s standard email through the API; Amazon still controls and sends the message.
SP-API Automation vs. Browser Button Clickers
Not all automation tools work in the same way.
SP-API automation uses Amazon’s official integration path. The tool communicates with Amazon’s system and submits the approved solicitation.
Browser automation uses scripts or extensions that copy a person’s clicks inside Seller Central. These tools do not use Amazon’s approved API path. They operate outside the formally supported integration method and carry a higher compliance and account-access risk.
| Tool | Automation Method | ToS Compliance | Best For |
|---|---|---|---|
| Manual button in Seller Central | Click the button for each order | Fully compliant | Low-volume sellers with fewer than 50 orders per month or sellers who want maximum control |
| FeedbackFive | SP-API integration | Fully compliant—official API | Mid-to-large sellers that need reliable automation and analytics |
| SageMailer | SP-API integration | Fully compliant—official API | Sellers that want simple, set-and-forget automation at a lower price point |
| Helium 10 Follow-Up | SP-API integration | Fully compliant—official API | Sellers already using Helium 10 for research and listing tools |
| Jungle Scout Review Automation | SP-API integration | Fully compliant—official API | Sellers already using the Jungle Scout ecosystem |
| Browser-extension button clickers | Browser automation or script | Higher risk—not using the official API | Not recommended because they operate outside Amazon’s approved integration path |
Tool features and integrations may change. Always check the provider’s latest documentation before connecting it to Seller Central.
For a full comparison of review management tools, see the best Amazon review management tools 2026.
Can You Send Amazon Review Requests in Bulk?
Yes. You can process eligible review requests at scale through software that uses Amazon’s supported API.
However, bulk automation should not mean sending requests without checking order eligibility.
A reliable system should verify delivery and solicitation eligibility, prevent duplicates, record outcomes, and avoid overlap with another review-request process.
Before turning on automation, check that no employee, agency, software tool, or messaging campaign is already sending review requests for the same orders.
Common Issues: Why Is the Amazon Request a Review Button Greyed Out or Missing?
The button is usually unavailable because the order does not meet Amazon’s current eligibility rules.
Here are the five most common reasons.
1. The Order Is Outside the 4-to-30-Day Window
The button is unavailable before day four and after day 30 from confirmed delivery.
Check the delivery date, not the order date or shipment date.
2. A Request Was Already Sent
Amazon allows only one Request a Review message per order.
Once it is sent, the button disappears and cannot be used again.
3. It Is a B2B Order
The Request a Review button does not appear on Amazon Business orders because B2B buyers use a different feedback system.
4. FBM Delivery Has Not Been Confirmed
For Fulfilled by Merchant orders, valid tracking must show confirmed delivery before the eligibility window can begin.
Check that:
- The tracking number is correct
- A supported carrier was used
- The carrier recorded delivery
- Seller Central shows the order as delivered
5. The Product Category Has Review Restrictions
Some restricted products or categories may not support the standard review-request process.
Check the current category rules or contact Seller Support if an otherwise eligible order does not show the button.
Request a Review vs. Other Compliant Review Channels: Which Should You Use?
Request a Review is the better option for routine post-purchase requests. Amazon Vine is better for eligible new products that need early review coverage.
| Channel | Best For | Main Advantage | Main Limitation |
|---|---|---|---|
| Request a Review | Routine requests for eligible delivered orders | Free, easy, Amazon-controlled, and available for both FBA and FBM orders | No personalization or follow-up |
| Amazon Vine | Brand Registry sellers launching eligible FBA products with fewer than 30 reviews | Can generate more detailed early reviews | Limited eligibility, enrollment requirements, fees, and inventory cost |
Amazon Vine may be a better choice when a Brand Registry seller is launching an eligible FBA product with limited reviews. Sellers can also use an Amazon early reviews tool to support a broader review strategy for new product launches.
Request a Review is better suited to regular post-purchase solicitation across eligible delivered orders.
Learn more in SalesDuo’s Amazon Vine program guide.
For the full multi-channel strategy, read our complete Amazon review strategy guide.
Final Thoughts
The button cannot fix product defects, poor instructions, delayed deliveries, or weak customer support. Review requests should work alongside product-quality checks, return monitoring, complaint analysis, and account management.
The button should be one part of a broader, compliant review plan. For the full multi-channel approach, read our complete Amazon review strategy guide. You can also explore the Amazon Request a Review guide for additional review tactics beyond the button.
An Amazon account management agency can include Request a Review eligibility checks in daily account routines, without selecting buyers based on expected feedback.
Book a 1:1 growth call with SalesDuo.
Frequently Asked Questions About Amazon Request a Review
Where Is the Request a Review Button on Amazon?
Go to Orders → Manage Orders in Seller Central. Open the relevant Order ID and look for the Request a Review button at the top right of the order details page, next to the Issue a Refund button.
How Long Do I Have to Request a Review on Amazon?
You can send the request from four to 30 days after the order’s confirmed delivery date.
The timing is based on delivery, not the order date or shipment date.
Can I Automate Amazon Review Requests Safely?
Yes. Use a properly authorized tool that connects through Amazon’s official Solicitations API.
Tools that use SP-API follow Amazon’s approved integration path. Browser scripts and extensions that copy manual clicks do not.
Why Is My Amazon Request a Review Button Greyed Out?
The order may be outside the four-to-30-day window, already solicited, missing confirmed delivery tracking, linked to a B2B order, or part of a restricted category.
Check the delivery date, request history, order type, tracking status, and category rules.
Can I Send a Request a Review to Every Order?
You can send one request for every order that Amazon marks as eligible.
Use consistent rules for all eligible orders. Do not select buyers based on whether you expect them to leave a positive review.
About the Author
Meet Mamta Mathe, an Associate Content Writer at SalesDuo who specializes in creating practical, research-backed content for Amazon sellers. She enjoys simplifying complex eCommerce topics and helping brands make smarter growth decisions through clear, actionable insights. Outside of work, she loves reading, exploring new ideas, and staying updated on digital marketing trends.
