Is It Safe to Automate Review Requests on Amazon?

The Truth Every Seller Needs to Know

If you’ve sold on Amazon for more than five minutes, you already know: reviews can make or break your business.

But how do you get more reviews—without crossing Amazon’s ever-evolving policy lines?

Key Takeaways:

• Amazon’s Request a Review is the safest and most scalable way to automate review requests.
• Custom messages via Buyer-Seller Messaging are allowed—but only if they strictly follow Amazon’s communication policies.
• Automation tools like Seller Labs Feedback Genius help you stay compliant by using Amazon’s official API.
• Even compliant messaging should be reviewed and updated regularly to avoid unexpected violations.
• The right software and real human guidance help you stay compliant and confident with your review outreach strategy.

Reviews are the lifeblood of your Amazon listings. Without them, you’re invisible. But chasing them the wrong way can land you in Amazon purgatory faster than you can say “Terms of Service.”

So… is it okay to use automated review request software on Amazon?

Let’s break it down. No fluff. No fear-mongering. Just exactly what you need to know to protect your account—and grow your brand.

Why Review Requests Matter More Than Ever

In today’s hyper-competitive Amazon marketplace, social proof isn’t optional—it’s survival.

• Shoppers rely on reviews for trust
• Amazon’s algorithm favors listings with frequent reviews
• Conversion rates depend heavily on recent feedback

But let’s be real: organic reviews are hard to earn.

• Most customers never leave feedback
• You can’t incentivize them
• Manually requesting reviews is time-consuming and not scalable

That’s where automated review request software comes in. But not all automation is created equal—and that’s where things get tricky.

The Two Types of Review Automation

Amazon’s Request a Review Automation (✅ Safe and Scalable)

• Automates Amazon’s “Request a Review” feature using the official Seller Central API
• Tools like Seller Labs Feedback Genius handle this automatically for every order
• The message is Amazon-generated, non-customizable, and fully TOS-compliant

Custom Messaging Automation (✅ Okay—If You Follow the Rules Exactly)

• Many tools, including Seller Labs, allow sellers to send personalized messages to buyers via Amazon’s Buyer-Seller Messaging system
• This is allowed—as long as your message meets Amazon’s strict communication guidelines. 

Want to learn more? Check out our full blog on the do’s and don’ts of creating compliant custom messages.

And yes, this is where most sellers make innocent—but costly—mistakes.

How to Stay Compliant and Confident

To help you avoid compliance issues, here’s what Seller Labs recommends:

• Use tools that integrate with Amazon’s official API
• If you’re sending custom messages, follow Amazon’s communication rules exactly
• When in doubt, send your message to our Customer Success team for a quick review
• Review message templates every 30–60 days or after any policy update

With the right approach and periodic checks, custom messaging can be both powerful and perfectly safe.

Why This Still Feels Risky

Even with approved tools and compliant templates, sellers hesitate—and for good reason:

• Fear of sudden policy changes – “Amazon updates its TOS constantly. What’s okay today might be risky tomorrow.”
• Fear of false flags – “What if my account gets flagged, even if I follow the rules?”
• Lack of clear guidance from Amazon – “They don’t exactly explain things in plain English.”
• Tool confusion – “How do I know this platform won’t get me in trouble?”

These concerns are valid. That’s why automation alone isn’t enough. Sellers need a combination of trusted software, education, and responsive support.

The Seller Labs Advantage: Safe Review Automation Without the Guesswork

Here’s why thousands of sellers trust Seller Labs:

✅ Fully integrated with Amazon’s official API
✅ Tools that safely automate Amazon’s Request a Review for every order
✅ Access to human support for message reviews and updates

Seller Labs equips you with the tools, resources, and expert support to navigate review automation confidently.

Automate Review Requests Without the Risk

Here’s your checklist to automate with confidence:

• Use tools that integrate directly with Amazon’s API
• Automate Amazon’s Request a Review button for a simple, foolproof approach
• If sending custom messages, ensure you are following Amazon’s buyer seller message terms of service
• Never offer incentives or request only positive reviews
• Keep your messaging professional, brief, and relevant
• Audit your templates regularly
• Reach out our Customer Success team if you’re unsure—better safe than suspended

You’re not gaming the system. You’re working with it—to grow smarter, safer, and faster.

Final Verdict: Use Automation—But Only With the Right Guardrails

Yes—you can automate review requests on Amazon. And yes—you should.

But you’ve got two paths:

🔁 Automate Amazon’s Request a Review feature

• Completely hands-off
• 100% compliant and scalable

✍️ Or send personalized custom messages

• Just ensure you are following Amazon’s buyer seller message terms of service
• Review messages often to keep them compliant

Frequently Asked Questions About Amazon Review Automation