The Early Reviewer Programme is a programme that encourages buyers who have already purchased a product to share their authentic experience through reviews. The programme’s goal is to help brand owners acquire early reviews, which helps shoppers make smarter buying decisions and can lead to an increase in page views and ultimately sales.
You can track the performance/status of your enrolments on the programme Dashboard in Seller Central. You can also see the reviews directly on the product detail page. You can identify the Early Reviewer Programme reviews by the orange badge that reads ‘Early Reviewer Rewards’.
We only ask customers who have already purchased the product to share their true experience, regardless of whether it is a 1-star or 5-star review. No free products or discounts are given to these reviewers. We also do not disclose at the time of purchase whether a product is participating in the programme because we want to hear from customers who have authentically chosen to buy that product without any knowledge of a future reward.
We want authentic reviews, and we would like to select from as many customers as possible, not just a select few. We select customers randomly from a list of all customers who have purchased products participating in this programme, as long as they have no history of abusive or dishonest reviews and meet our eligibility criteria. Note that not all customers who purchase participating SKUs will receive reward offers to write a review. We want this programme to generate enough reviews to help customers make smarter buying decisions; this is not a rewards programme intended to encourage purchases. Amazon employees, participating sellers and their friends and family are not eligible to participate in this programme.
Reviewers will receive a small reward (for example, a £1.00 - £3.00 Amazon.co.uk Gift Card) after they have submitted an authentic review within the offer period and the review meets our community guidelines. This reward is to thank reviewers for sharing their authentic experience, regardless of whether it is a 1-star or 5-star review. The nature of the review does not affect the reward or the chance of getting future rewards.
No. Sellers choose SKUs to participate in this programme, but are not allowed to influence the content or star rating of the customer reviews. Sellers are also prohibited from communicating with customers about their reviews. Amazon does not modify or remove reviews from the Early Reviewer Program, as long as they comply with our community guidelines.
Once the product is enrolled, Amazon will continue to request customer reviews for up to one year or until the enrolment has received five reviews through the programme. Solicitation does not stop just because the product has more than five reviews in general. This means that if you enrol your product with 0 reviews and then customers write reviews without Amazon having provided them with a reward, we will continue asking customers for reviews until we receive five reviews through the programme.
Each enrolment costs £60 plus any applicable taxes. An enrolment covers all SKUs in a parent SKU family or stand-alone SKU. You do not have to enrol children SKUs individually. You are charged the £60 fee once you receive your first review through the programme. That is the only time a fee is charged for that SKU, whether you receive one review or five reviews. If you receive no reviews, you will not be charged.
ERP enrolments are for stand-alone SKUs or SKU families on the parent SKU level. If you enrol a parent SKU, all children are enrolled and fixed as of time of enrolment, meaning any changes to SKU family after enrolment are not taken into account. This is because reviews are generally shared between products in the same variation family, so a review obtained on one child SKU should display on the detail page of all others in the family.
Amazon continuously innovates to improve the shopping and selling experience. Over the past several years, we have made numerous improvements to encourage purchasers to review products on Amazon. These initiatives, such as One Tap Reviews and Global Review Sharing, have proven more effective in generating reviews than the Early Reviewer Programme. We stopped new enrolments to Early Reviewer Programme on March 10, 2021 and stopped offering services to sellers enroled in the programme from April 25, 2021.
Amazon already requests reviews on behalf of Amazon and our selling partners. Sellers can also ask customers to leave a product review through the Buyer-Seller Messaging tool.
Amazon will return your programme fee within three (3) months after the closure date for any active enrolments with more than one review and not completed by April 25, 2021.
The refund of the programme fee can be found on your date range report in Seller Central. To generate a date range report, follow these steps:
Review your report in the list on the Date Range Reports page. Download and open the file in excel. The adjustment will be found in the “other” column with the “type” field description equal to “adjustment.”
No. You will not be charged the programme fee if any reviews were published after the Early Reviewer Programme closure date of April 25, 2021.