Amazon's New Review Request Ads: Can Brands Get More Customer Reviews in 2026?

You've launched a new product on Amazon.

Your listing looks great. Your images are professional. And your advertising campaigns are bringing shoppers to the page.

But there's one problem.

Your product has very few customer reviews.

And when shoppers compare your product with a competitor that has hundreds of reviews, winning their trust can become difficult.

So, how do you encourage more customers to share their experiences?

Amazon has announced something interesting for 2026.

It's called Review Requests, a new advertising solution designed to make leaving authentic reviews easier for customers who've already purchased your product.

Let's understand how it works and what it could mean for your business.

🔎 What Are Amazon's New Review Requests Ads?  

At unBoxed 2026, Amazon introduced Review Requests as a new way for advertisers to invite recent verified buyers to leave product ratings and reviews.

Instead of waiting for customers to return to their order history, eligible shoppers can see a review invitation while browsing Amazon.

For example, imagine a customer purchases your wireless headphones.

A few days later, they visit Amazon again.

They may see a Review Requests advertisement inviting them to rate the product they've purchased.

One tap allows them to submit a star rating.

They can also provide a written review, with optional images or video.

The idea is simple.

Make leaving feedback more convenient without changing the requirement for authentic customer opinions.

1. How Is This Different From the Existing Review Request Button?  

Amazon already offers a Request a Review feature in Seller Central.

That tool lets sellers send Amazon-generated review requests through the order management process.

The new advertising format works differently.

Review Requests appear through advertising placements on Amazon, including high-traffic pages such as the homepage.

Campaigns are created and managed through Amazon Ads Agent, with access also available through the Amazon Ads Unified API.

Unlike the existing order-level review request, this is an advertising campaign with bidding and budget controls.

The difference is where and how customers encounter the invitation.

2. Can Review Requests Actually Generate More Reviews?  

Here's where Amazon's announcement becomes interesting.

During its US closed beta in June 2026, Amazon reported that participating products received approximately three times as many ratings and reviews per week compared with their earlier rate.

That's a promising early result.

But there's something important to understand.

Three times more reviews is not a guaranteed result for every seller.

Performance may vary depending on purchase volume, product satisfaction, customer participation and campaign setup.

And more reviews don't automatically mean more positive reviews.

Customers must remain free to share their genuine experiences.

3. Who Can Use Review Requests Ads in 2026?  

According to Amazon's launch guidance, the initial rollout focuses on the United States.

Eligible advertisers include registered sellers and vendors who have advertising accounts in good standing and no active policy violations.

There is also a product-level requirement.

Your product must have fewer than 1,000 total ratings and reviews.

Amazon checks eligibility during campaign creation and while campaigns are running.

Once a product reaches the threshold, its Review Requests automatically pause.

The first US open beta is planned for late October 2026, with Amazon's wider announcement referring to November availability.

UK sellers will need to watch for future marketplace expansion.

4. Is This a Better Alternative to Amazon Vine?  

Not necessarily.

Amazon Vine and Review Requests serve different purposes.

Vine allows eligible sellers to provide products to selected reviewers who share independent feedback.

Review Requests, meanwhile, invite customers who have already purchased a product to leave their own review.

For brands launching new products, both may have a role.

However, availability, costs and eligibility requirements differ.

You can explore the official Amazon Vine programme for more details.

5. Five Things Sellers Should Prepare Before Using Review Requests  

Before creating a campaign, check these five areas:

1. Product eligibility: Confirm the product meets the review-count requirement.

2. Account health: Make sure there are no active policy violations affecting eligibility.

3. Customer experience: Review product quality, descriptions and delivery performance.

4. Advertising budget: Decide what you can reasonably spend testing the new format.

5. Performance tracking: Monitor review growth alongside advertising costs and product performance.

And remember, collecting feedback isn't just about increasing a number.

It's about helping future customers make informed buying decisions.

6. How RootAMZ Helps Brands Build Stronger Product Launches  

At RootAMZ, we understand that product launches involve more than running advertisements.

Your listing content, customer experience, account health and advertising strategy all influence marketplace performance.

Our support includes Amazon PPC management, product listing optimisation, catalogue management, account health reviews and launch planning.

We help brands review their marketplace readiness, assess new Amazon advertising opportunities and build structured strategies around business objectives.

Because long-term growth should be built on genuine customer trust, not artificial review counts.

Ready to Improve Your Amazon Product Launch Strategy?  

Don't let a weak launch strategy hold back a promising product.

Book Your Amazon Marketplace Strategy Call and explore how RootAMZ can support your next steps.

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