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This article applies to selling in: United Kingdom

Customer product reviews policies

Customer reviews are an integral part of the customer shopping experience on Amazon. Customers use these reviews to learn more about the product, assess whether it fits their needs, and make informed purchasing decisions. Customer reviews also help sellers understand their customers’ sentiments about their products, what features or aspects of the products customers like, and what areas need improvements. Reviews also provide sellers with ideas on how to improve their products. In order for customer reviews to continue to provide these benefits to customers and sellers, they have to remain a true and authentic reflection of customers’ experiences with the products.

Amazon has specific policies that are meant to protect the authenticity of Customer Reviews, and we ask you to comply with these policies and report any violations that you might notice. We have provided links to our policy pages below. Note that Amazon has a zero-tolerance policy towards any customer reviews violations. If we detect any attempts to manipulate customer reviews, we take immediate actions that could include, but are not limited to:

  • Withdrawal of selling privileges on Amazon.
  • The removal of all the product’s reviews and preventing the product from receiving future reviews or ratings.
  • Permanent delisting of the product from Amazon.
  • Legal action against the seller.
  • .

We ask you to thoroughly review Amazon Customer Reviews policies and correct any violating actions. It is important that you educate your business partners, employees and any third-party partners that you work with (for example, such as advertising agencies) about these policies as well any infractions by your business partners, employees or third-party agencies may result in enforcement actions, even if they happened without your knowledge or consent.

Please see examples of violations to Customer Reviews below:

  • A seller posts a review of their own product or their competitor’s product.
  • A seller offers a third party a financial reward, discount, free products or other compensation in exchange for a review on their product or their competitor’s product. This includes using services that sell customer reviews, websites or social media groups.
  • A seller offers to provide a refund or reimbursement after the buyer writes a review (including reimbursement via a non-Amazon payment method). This could be done via buyer-seller messaging on Amazon or directly contacting customers or using third-party services, websites or social media groups.
  • A seller uses a third-party service that offers free or discounted products tied to a review (for example, a review club that requires customers to register their Amazon public profile so that sellers can monitor their reviews).
  • A family member or employee of the seller posts a review of the seller’s product or a competitor’s product.
  • A seller asks a reviewer to change or remove their review. They might also offer a refund or other compensation to a reviewer in exchange for doing so.
  • A seller diverts negative reviews to be sent to them or to a different feedback mechanism while positive reviews are sent to Amazon.
  • A seller creates a variation relationship between products with the aim of manipulating reviews and boosting a product’s star rating via review aggregation.
  • A seller inserts a request for a positive Amazon review or an incentive in exchange for a review into product packaging or the shipping box.
  • A seller uses a customer account to write or change a review on his or his competitor’s product.
Note: References to “seller” here include all seller’s employees and third-party partners.

Here is the list of pages that describe our Customer Reviews policies in detail.

Policy Pages on Seller Central:

Guidelines Pages on Amazon:

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