Amazon Ads announced on September 29 that Review Requests enters open beta in the US in late October. The campaign type shows review invitations to recent verified buyers while those customers are browsing Amazon's highest-traffic pages.

This is not the free Request a Review button attached to an order in Seller Central. It is an advertising product with bidding and budget controls. You are paying to reach people who already bought from you, and you are not buying a positive rating.

Who Qualifies for the Review Requests Beta

The beta is US-only. Registered sellers and vendors need an advertising console account in good standing with no active policy violations.

Products qualify while they have fewer than 1,000 total ratings and reviews. Amazon checks eligibility at campaign creation and during the campaign, then pauses automatically once a product hits the threshold.

Campaigns are created in Amazon Ads Agent and can be managed through the Unified Campaign Management API. Amazon says the same bidding and budget controls from other campaign types apply, but has not published a minimum bid, pricing benchmark, or expected volume of invitations.

That gap matters. A $5 request producing one additional rating has different economics from a $50 request producing the same result, and neither tells you whether the rating helps or hurts conversion.

What Amazon's 3x Result Actually Measures

Amazon says products in its closed beta received about three times as many ratings and reviews per week compared to before the test. The footnote identifies an internal test running June 3 through June 21, 2026.

That is a signal, not a forecast for your catalog. Amazon has not disclosed the number or type of products, spend levels, bid amounts, shopper frequency, or whether a randomized control group existed. The comparison is against each product's own prior pace.

The ad asks verified purchasers for authentic feedback. A customer can leave one star, five stars, or nothing at all. Sellers with a weak product, confusing instructions, or a recurring damage problem may accelerate negative evidence rather than social proof.

The customer flow is a one-click star rating, with an optional written review that can include video or images.

Why Standard ROAS Math Doesn't Apply Here

A Sponsored Products campaign can be judged against attributed orders and contribution. Review Requests creates an asset on your detail page that influences future shoppers who never saw the ad.

Start with a capped experiment on one stable product below the 1,000-review limit. Record weekly review count, average rating, written-review share, refund rate, customer contact rate, conversion, and campaign spend before launching. Compare a fixed test period against the prior period and a similar eligible ASIN not running the campaign.

Do not pick an ASIN only because its review count is low. Confirm inventory is available, detail page claims are accurate, and the recent order cohort is large enough to produce a measurable result. A campaign cannot repair a product buyers dislike.

Standard PPC bid and budget discipline still applies. Set the budget before enabling anything and keep experimental spend separate from proven acquisition campaigns.

Keeping Review Requests Policy-Compliant

Amazon controls the invitation and limits it to recent buyers, which separates this from off-platform review clubs. The existing compliant methods, including the free Request a Review button and Vine, have different rules and costs.

Document who can create campaigns and change bids. Do not follow Amazon's invitation with your own message asking satisfied buyers to review while routing unhappy buyers to support. That review gating creates a policy problem even when the Amazon ad itself is compliant.

Before the beta opens, pick a few eligible ASINs, export their baseline metrics, and set a maximum cost per incremental rating you are willing to test.