Amazon Reviews Best Practices: How to Get More 5-Star Ratings and Increase Conversions

On Amazon, reviews are your social proof: the endorsement that tells shoppers, “This product works, and people like me love it.” A great main image might win the click, but reviews often decide the sale. High ratings and fresh feedback build instant trust, while weak or outdated reviews send buyers running to your competitors.

The Answer

Aim for a high average rating (4.5★ or above), a healthy volume of reviews, and a steady flow of recent feedback. That combination signals both quality and relevance to shoppers and the Amazon algorithm.

Amazon’s constraints

• Authenticity: All reviews must come from actual customers; incentivized reviews outside Amazon-approved programs are prohibited.

• No manipulation: You can’t ask for positive reviews specifically or offer refunds/gifts in exchange for them.

• Timing: Requests must follow Amazon’s Communication Guidelines (e.g., use the “Request a Review” button or compliant third-party tools).

• Content: Reviews containing offensive, irrelevant, or misleading information may be removed.

How to win

Reviews are both a trust signal and a ranking factor. To make them work for you:

• Maintain recency – A review from last week carries more weight than one from last year.

• Build volume – More reviews = more confidence. Products with 100+ reviews outperform those with fewer in CTR and conversion.

• Respond strategically – Thank happy customers publicly, and address concerns to show future buyers you care.

• Use Amazon-approved programs – Vine, Early Reviewer (when available), or legitimate follow-up email requests.

• Highlight the best – Incorporate top reviews into your A+ content, supporting images, or Brand Story where allowed.

The Checklist

• ✅ Average rating of 4.5★ or higher

• ✅ 100+ reviews for social proof

• ✅ At least one new review in the last 90 days

• ✅ Review requests sent via compliant channels

• ✅ Best reviews leveraged in listing visuals

Why this works

Reviews aren’t just feedback, they’re conversion fuel. Shoppers trust the collective experience of other buyers more than any sales copy. By keeping ratings high, volume healthy, and feedback fresh, you remove the last bit of purchase hesitation and make “Buy Now” feel safe.

What Winning Looks Like

Below are examples of Amazon product listings with high ratings, strong review volume, and fresh, relevant feedback that reinforce shopper trust. All these titles scored 20 out of 20 on Pixii's Listing Grader.

see full listing grade here.

see full listing grade here.

see full listing grade here.

Check out the full upgrade series:

📱 Increase Amazon Conversion Rate Without More Ads: A Practical Guide For Faster Add‑To‑Cart

📸 Amazon Main Image Best Practices: How to Create a Hero Image That Gets Clicks

🧾 Amazon Supporting Images: How to Build a Gallery That Converts

💡 Amazon Product Title Best Practices: How to Write Titles That Sell

📊 Amazon Bullet Points Best Practices: How to Write Key Features That Convert

🔍 Amazon A+ Content Best Practices: How to Design Modules That Convert

🧾 Amazon Reviews Best Practices: How to Get More 5-Star Ratings and Increase Conversions

⚡ Get Started With Pixii → 

Authors:
Monte Desai (Founder @ Pixii)