Amazon's official Request a Review button is the safe, compliant way to ask for reviews — and you can automate it for every eligible order. Here's exactly how it works and how to put it on autopilot.
Reviews are the single biggest lever on your Amazon conversion rate, and the safest way to get more of them is the one most sellers forget to use consistently: Amazon's own “Request a Review” button. It's compliant, it's free, and it works. The only problem is that clicking it by hand on every order, on exactly the right day, is the kind of repetitive task no busy seller actually keeps up with.
That's the entire case for automating it. Not a clever trick — just making sure the official request you're already allowed to send actually goes out, every time, on time.
What “Request a Review” actually is
In Seller Central, every order has a “Request a Review” button on the order detail page. Press it and Amazon sends the buyer a standardized message asking for both a product review and seller feedback. You can't edit the wording, you can't attach anything, and Amazon automatically translates it into the buyer's language. Because it's Amazon's own message, there's nothing in it that can break the rules — no incentives, no “please leave 5 stars,” no funneling.
Two limits matter: you can send it once per order, and only within a window of roughly 5 to 30 days after the order is delivered. Outside that window the button does nothing.
The API behind the button
Amazon exposes that exact action through the Solicitations API, part of the Selling Partner API (SP-API). The endpoint — createProductReviewAndSellerFeedbackSolicitation — does precisely what the button does, just programmatically. Software connected to your account through Amazon's official OAuth can check which orders are eligible and fire the request for each one automatically. Same message, same window, same one-per-order limit. Nothing gray-hat, because it's literally Amazon's own mechanism.
This is the important distinction: automating review requests through the Solicitations API is not against Amazon's terms. It's the gray-hat stuff around reviews — incentives, review gating, package inserts that beg for 5 stars — that gets accounts suspended. The official request avoids all of it.
How to set it on autopilot
- Connect your Amazon account once. A tool authorizes through Amazon's official OAuth (SP-API). You never share a password, and you can disconnect anytime.
- Pick a delay. The window opens around day 5, but a 7-day minimum is usually smarter — the buyer has actually used the product, so the review is more representative and less likely to be an early frustration.
- Choose which products participate. Per-product toggles let you turn requests on for your winners and off for anything you'd rather not solicit (a product with a known defect you're fixing, say).
- Let it run. From then on, every eligible order gets the official request on schedule, with a log of what was sent and when.
Why pair review automation with profit data
More reviews lift conversion — but conversion on a product that loses money just helps you lose money faster. The sellers who get the most out of review automation are the ones who also know their real profit per product after COGS, FBA fees, returns, and ad spend. That's how you decide which products are worth chasing more reviews on in the first place.
That's exactly what we built into the $19/mo Review plan: the official Request a Review on every eligible order, per-product toggles, plus real profit per product in the same dashboard. See how the Review plan works →