Direct answer: Amazon Ads announced Review Requests on September 29, 2026 for a U.S. open beta planned for late October. The ad format invites recent verified buyers to rate or review a product while they browse Amazon. Eligible registered sellers and vendors can manage it through Amazon Ads Agent or the Unified API, subject to account and product requirements. For an established brand, the right first move is a small, measured test on a product that needs more authentic customer feedback, rather than a blanket rollout across the catalog.
Who and what qualifies?
Amazon says the advertiser needs an advertising console account in good standing and no active policy violations. A product must have fewer than 1,000 total ratings and reviews; eligibility is checked at setup and while a campaign runs, and Review Requests pause for a product at the threshold. The announcement gives a planned beta window, but it does not establish that every qualifying account has the option visible today. Confirm access in your own Ads account or with your Amazon Ads team before committing a launch calendar.
This is an ad, not a purchased positive review
The buyer is invited to leave a star rating or written review, with optional media. The buyer chooses what to say. The brand pays for an advertising campaign, not for a particular sentiment or a guaranteed rating. Amazon reported a higher weekly count of ratings and reviews in its closed beta, based on internal June 2026 data. That test is not a forecast for your ASINs. Avoid describing the feature as buying reviews or promising a review lift in campaign planning.
Build a controlled brand test
Choose a product with sufficient recent orders, sound quality metrics, and a clear reason to seek more customer feedback. Record its starting review count and rating distribution, and note other promotions running at the same time. Set a bounded budget and compare incremental ratings and written reviews with spend over a defined period. Look at the content and sentiment of new reviews, not only the count. These are Etail Rocket's test recommendations; Amazon does not prescribe this measurement plan in the launch notice.
Keep normal product quality and customer-service work in place. More requests can surface criticism as well as praise, which may be valuable operational feedback. If the product has unresolved defects, fix those before spending to amplify review invitations.
What to check before scaling
- Confirm the beta is available to the account and the target product is eligible.
- Define spend limits and a baseline for review volume and quality.
- Watch eligibility as the product approaches 1,000 total ratings and reviews.
- Review the actual campaign result before extending to other products.
Etail Rocket can help assess whether Review Requests fits a broader Amazon Ads and product-launch plan through a focused account audit.