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This article applies to selling in: United Kingdom

Customer product reviews

Amazon encourages buyers to review the products they like and dislike to help customers make informed decisions about the products they buy.

For answers to common questions about customer product reviews, see Answers to questions about product reviews.

While we encourage reviewers to share their experience, we also need to ensure fairness and appropriateness of the content by moderating the reviews according to our Customer Review Creation Guidelines.

As sellers and manufacturers, you are not allowed to review your own products, nor are you allowed to negatively review a competitor’s product.

Inappropriate product reviews

The following are examples of prohibited activities. This is not an all-inclusive list.

  • A seller posts a review of their own product or their competitor’s product, either in their own name or as an unbiased buyer.
  • A seller offers a third party a financial reward, discount or other compensation in exchange for a review of their product or their competitor’s product. This includes services that sell customer reviews and websites, or social media groups with implicit or explicit agreements or expectations that incentives are contingent on customers leaving reviews.
  • A seller offers to provide a refund or reimbursement after the buyer writes a review (including reimbursement via a non-Amazon payment method).
  • 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 profiles so that sellers may 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 offers a refund or other compensation to a reviewer in exchange for changing or removing their review.
  • A seller only asks for reviews from buyers who had a positive experience and attempts to divert buyers who had a negative experience to a different feedback mechanism. This includes cases where the customer proactively reaches out to the seller to express satisfaction with their products.
  • A seller creates a variation relationship between products that are not actually related to each other in order to boost a product’s star rating.
  • A seller inserts a request for a positive Amazon review or an incentive in exchange for a review into product packaging.
  • A seller manipulates the ‘Helpful’, ‘Not Helpful’ or ‘Report Abuse’ features on any review of his or his competitor’s products.
    Note: References to “seller” here include all of the seller’s employees and third-party partners.

You can ask for reviews from customers who purchased your products from Amazon. However, note that all of the customer review policies apply to these reviews as well.

Note: Violation of our policies may also violate applicable laws, which can lead to legal action and civil and criminal penalties.

We encourage you to monitor reviews regularly and get in touch with customers to resolve product or service issues. However, you cannot ask customers to change or remove their review, even after an issue has been resolved. You can also get in touch with customers by replying to their review on the product detail page and asking them to contact you through the Buyer-Seller Messaging Service to resolve their issues. You cannot get in touch with buyers via other means.

If you notice any of the above violations, you can report them to and we will investigate. Include a short, concise explanation of why you believe the Customer Reviews are in violation of our policies and a link to the product in question. You can report multiple Customer Reviews in the same email. While we do not reply to each reported case individually, we will investigate all cases.

To learn more about Amazon's policies on customer product reviews, watch this Seller University video.

See also

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