Amazon Review Requests Ads Open in US Beta This Month

On September 29, 2026, during its unBoxed advertising conference, Amazon Ads announced a new ad product called Review Requests. Amazon describes it as an advertising solution that reaches customers who recently purchased your product and invites them to leave a star rating or a written review while they are shopping on Amazon.

As announced, Review Requests opens in open beta in the United States in late October 2026. Amazon had not published an exact activation date as of October 13, 2026, so check your own advertising account rather than relying on a calendar date. Amazon says additional marketplaces are planned for later releases, without naming them or giving a timeline.

Two eligibility rules are stated plainly. On the advertiser side, Amazon lists registered sellers and vendors with an advertising console account in good standing and no active policy violations. On the product side, a product qualifies while it has fewer than 1,000 total ratings and reviews. Amazon says eligibility is checked when the campaign is created and while it runs, and that Review Requests for a product pause automatically once it reaches that 1,000 threshold.

"This is a paid way to ask more buyers, not a way to choose what they say. Budget for it the way you would budget for honest feedback, good and bad."

Maya Patel, PPC & Advertising Specialist

That distinction matters. Amazon frames the product as generating the same reviews customers already leave, only more of them and sooner. Nothing in the announcement suggests an advertiser can filter who is asked by satisfaction, or influence the rating. A product with a quality problem that buys more review invitations should expect more reviews describing that problem.

The table separates what Amazon has stated outright from what is Amazon's own performance claim and what it has not yet published. Status is as of October 13, 2026. Betas change quickly, so confirm each line in your advertising account before planning spend around it.

The announcement is short, and the gaps are the part that decides whether this is worth your money. As of October 13, 2026, we could not find any of the following published by Amazon.

The pricing model. Amazon says campaigns use the same bidding and budget controls as your other Amazon Ads campaigns. It has not published a minimum bid, a benchmark, or a plain statement of the billable event. Coverage disagrees here: most outlets describe the pricing as undisclosed, while at least one summary states that advertisers pay only when a shopper clicks through to leave a review. We could not confirm that against Amazon's own page, so treat it as unverified and read the billing terms in your account.

The basis of the "three times" figure. Amazon attributes it to internal data from a closed US beta that ran June 3 to 21, 2026, comparing weekly ratings and reviews with the period before the test. As reported, Amazon has not disclosed how many products took part, which categories, what they spent, or whether there was a control group. A before and after comparison over less than three weeks cannot separate the ad's effect from seasonality or a sales spike.

Placements and timing. Amazon says the invitations appear on its highest-traffic pages, without naming them. It has not said how many days after purchase counts as "recently purchased", or how often one shopper can be asked.

How it interacts with the free tools. Sellers already have the free Request a Review button on each order in Seller Central, and brand owners can use Amazon Vine on newer products. Amazon has not said whether a buyer who received a free request can also be shown a paid one, or the reverse. We cover the existing options in our Amazon Vine cost and requirements guide and the rules around them in our incentivized reviews policy explainer.

Reporting. Amazon has not published which metrics the campaign reports, for example whether you will see invitations shown, ratings submitted and cost per rating.

The beta is reported to open just before the busiest weeks of the year, when ad costs are typically at their highest. That is a reason to test small and measure carefully, not a reason to skip it or to go all in.

One rule does not change. Amazon's review policies still prohibit offering anything in exchange for a review and asking only happy customers to leave one. Buying a Review Requests campaign does not relax that, so keep any separate buyer messaging neutral.