How to Get Initial Product Reviews Without Violating Amazon’s Policies?

TL;DR

• Over 90% of shoppers rely on reviews before buying, making early reviews crucial for Amazon AU success.

• Avoid prohibited tactics like asking friends, offering incentives, or using fake review accounts; these can lead to account suspension.

• Use Amazon’s “Request a Review” button to safely and automatically ask for reviews from recent buyers.

• Join Amazon Vine to send your product to verified reviewers in exchange for honest feedback requires Brand Registry and FBA.

• Include compliant product inserts that politely request reviews without offering rewards or steering responses.

• Focus on building trust through real, policy-safe strategies to protect your account and grow your brand sustainably.

Getting your first few product reviews on Amazon can feel like an uphill battle especially when over 90% of shoppers say they won’t buy a product without reviews. 

For new Amazon Australia sellers, this creates a frustrating cycle: you need reviews to get sales, but you need sales to get reviews. Amazon’s strict review policies make this even harder. 

You can’t ask friends or offer freebies in exchange for a review, and any attempt to “game” the system can lead to serious consequences such as account suspension or product delisting.  Amazon.com.au, though smaller than its US counterpart, still enforces these rules and often with less tolerance due to limited review volume.

So how do you build early credibility without crossing the line? Don't panic.

This post breaks down for you on what Amazon considers manipulation and the safe, compliant strategies you can use to start gathering genuine reviews. If you're launching a product in Australia, this is essential reading before your first sale. 

If you're launching a product in Australia, this is essential reading before your first sale. A successful Amazon product launch requires more than just picking the right item. 

Why does Amazon have strict review policies?

Amazon’s entire marketplace relies on trust. When customers browse a product, reviews are often the deciding factor between a sale and a scroll-past. That’s why Amazon has put strict review policies in place to maintain the integrity of its platform and protect buyers from false or misleading information. 

This applies even more on Amazon.com.au, where the marketplace is still growing and the volume of reviews is relatively low. One manipulated review can have a much bigger impact compared to larger marketplaces like the US.

Amazon’s anti-manipulation policy:

It clearly states that sellers are not allowed to offer incentives, manipulate reviews, or use any method that may mislead customers. This includes asking for positive reviews, offering freebies in exchange for feedback, or participating in “review groups.” Even indirectly suggesting a review in exchange for a good experience can raise red flags.

The consequences for violating these policies are serious. Sellers caught engaging in review manipulation may face listing suspensions, account deactivation, or permanent bans from the platform. 

Amazon has even taken legal action against sellers and service providers involved in fraudulent review schemes. In most cases, you won’t get a second chance. While the core rules are the same globally, Amazon.com.au has a tighter lens due to its smaller size.

A handful of suspicious reviews on a new listing can stand out more visibly and trigger quicker action. Unlike in the US, where enforcement might be more algorithmic, Amazon Australia may involve more manual checks to maintain local marketplace integrity.

For new sellers selling products on Amazon Australia, this means playing it safe isn’t optional, it’s essential. Understanding and respecting Amazon’s review policy not only keeps your account in good standing but also builds long-term credibility with real buyers. Focus on earning reviews the right way, and you’ll create a foundation you can confidently scale from.

Here, you can find the complete comparison analysis of reviews enforcement between US and AU marketplaces. 

Amazon enforces stricter review policies in the AU marketplace, with faster penalties and stricter control over incentivized and manipulated reviews. Always adhere to local guidelines to avoid penalties.

But the constantly changing landscape of Amazon AU can leave you feeling frustrated. But partnering  with an Amazon account management agency Australia can be a game-changer for your business. With a deep understanding of Amazon AU’s rules and policies. 

What not to do: Prohibited review tactics for Amazon AU 

#1 Asking friends/family for biased reviews

It might seem harmless to ask a friend or family member to leave a quick review, but Amazon sees this as a clear violation of its review policy. Whether they genuinely liked the product or not, personal relationships are considered a conflict of interest. 

Amazon’s systems are advanced enough to detect connections through shared addresses, IPs, or purchase patterns. If caught, your reviews may be removed, and your account could be flagged for manipulation. 

Instead of risking your credibility, focus on earning honest reviews from real customers who found your product through organic means. It’s safer and more sustainable.

#2 Offering discounts or freebies in exchange for reviews

It might seem harmless to offer a discount or freebie in return for a review, but on Amazon, it’s a major violation. Even if you don’t directly ask for a positive review, the act of tying any benefit to feedback is seen as manipulation. 

Amazon’s systems and teams actively monitor for patterns that suggest incentivized reviews, and getting caught can result in your product being delisted or your account being suspended. Instead of risking your business, focus on earning honest reviews from real customers. Let your product speak for itself, trust builds far more value than a five-star shortcut ever will.

#3 Using review groups or fake accounts

Joining Facebook review groups or paying for fake reviews may seem like a shortcut, but it's a fast track to getting banned. Amazon’s algorithms and teams actively monitor these tactics, and they’re quicker to detect them than you might think. 

Using fake buyer accounts, bots, or third-party services that promise guaranteed five-star reviews violates Amazon’s review policy. Even one flagged review can lead to a full account investigation. It might seem tempting when you're starting, but the long-term damage to your business far outweighs any short-term gain.

#4 Leaving reviews for your own products

It might seem harmless to leave a positive review on your own product to get things moving but Amazon sees this as a clear violation of its review policy. Whether you use your own buyer account or ask someone under the same household or IP address, Amazon’s systems are designed to detect and flag this behavior. 

Getting caught can lead to review removal, listing suspension, or worse, account deactivation. No matter how tempting it is to “seed” your listing with a quick five-star review, the risk far outweighs the reward. Real reviews must come from real, unaffiliated buyers.

Safe and compliant ways to get your first product reviews

1. Use Amazon’s “Request a Review” button

If you’re selling on Amazon Australia and looking for a safe, policy-compliant way to collect early reviews, the “Request a Review” button in Seller Central is one of your best tools. It’s a built-in feature provided by Amazon that allows you to request a review from customers who have purchased your product without violating any rules. 

How does it work?

Once an order is marked as delivered, you can go to the ‘Orders’ section in Seller Central, find the specific order, and click the “Request a Review” button. Amazon will then send a standardized email to the customer on your behalf, politely asking for both a product review and seller feedback.

The message is sent by Amazon, so it follows all policy guidelines and doesn’t risk your account. This feature is especially helpful in Australia, where the marketplace is smaller and organic reviews are slower to build.

You can only use the button once per order and only within a set time window (typically 5 to 30 days after delivery), so timing matters. Since you can’t customize the message, this also removes any chance of accidentally asking for a positive review or saying something non-compliant. It keeps the process simple and trustworthy.

Using the “Request a Review” button consistently across all orders helps build up legitimate reviews over time, improves your product’s visibility, and increases buyer trust all without risking suspension or violating Amazon’s review policies. It’s the safest starting point for new sellers looking to gain traction in the AU marketplace.

2. Amazon Vine program

Amazon Vine is one of the most effective and fully compliant ways to get early product reviews especially for new sellers trying to build credibility on Amazon Australia. It’s a program created by Amazon that invites trusted reviewers, known as Vine Voices, to test and review new or under-reviewed products listed on the marketplace.

How does it work?

Once enrolled in Vine, your product is offered free of charge to selected Vine reviewers. These reviewers are chosen by Amazon based on their review history and helpfulness ratings.

After receiving your product, they provide honest and unbiased feedback, which appears as a verified review on your listing. You can’t influence what they say, but you can be sure the review meets Amazon’s strict standards.

To participate, you must be a brand-registered seller in Amazon Brand Registry. Your product must have fewer than 30 reviews, be in new condition, and be eligible for FBA. You’ll also need to provide enough inventory to fulfil Vine orders, as Amazon distributes your units to Vine reviewers at no cost to them.

While Vine is free for sellers on Amazon.com.au at the time of writing, keep in mind you’ll still need to cover the cost of the product and shipping. However, the investment often pays off, especially for high-quality products that just need visibility. 

For Amazon AU sellers launching a new ASIN, Vine offers a transparent, policy-compliant path to build social proof and generate early momentum. It’s not a shortcut, it's a smart step that helps your product earn the trust of real buyers without risking your account’s integrity. If you qualify, it’s worth considering as part of your launch plan. 

3. Product inserts

Using product inserts is a popular and completely legal way to encourage customer reviews when done right. For Amazon Australia sellers, inserts offer a direct line of communication with buyers after purchase, but they must follow Amazon’s strict guidelines. 

The key is to remain neutral and never ask for a positive review, offer incentives, or steer the customer’s response in any way. A compliant insert should thank the customer for their purchase, reinforce your brand identity, and politely request feedback. 

For example, a simple line like, 

“If you found our product helpful, we’d love for you to share your experience on Amazon” is acceptable. 

Avoid phrases like “Leave us a 5-star review” or “Get a gift for reviewing.” It’s also a good idea to include clear contact details or a QR code leading to your support team, so if customers have any issues, they can reach out before leaving a negative review. 

Amazon prefers that sellers try to resolve issues directly, and this approach can help reduce low ratings while showing you care about customer experience. Keep the insert design simple, with a brief and clear message. Use professional language and place it inside the package in a thoughtful way, avoiding any feeling of spam. For better Amazon search optimization, include relevant keywords that help improve product visibility and rankings.

Used correctly, inserts are a powerful tool to encourage genuine reviews, improve customer satisfaction, and build your reputation on Amazon AU, all without violating any rules. Focus on service, not salesmanship, and the reviews will come naturally.

Wrap up 

Getting your first product reviews on Amazon Australia can feel slow, but taking shortcuts will only cost you in the long run. Amazon’s review policies are strict for a reason to protect customer trust and maintain a level playing field. 

Avoiding prohibited tactics like fake reviews or incentivized feedback is not just about compliance, it's about building a sustainable brand. There are safe, effective ways to earn genuine reviews, from using the “Request a Review” button to joining Amazon Vine or adding compliant product inserts. Each method helps you grow your reputation the right way.

If you’re unsure where to start, our team of Amazon professionals at eStore Factory can help. We specialize in review-safe strategies, listing optimization, and growth planning tailored for Amazon Australia. 

Book a consultation today to get your reviews and your business moving in the right direction.