Amazon Ads has introduced a new paid campaign type called Review Requests, entering open beta in the US in late October. This is a distinct product from the free “Request a Review” button in Seller Central—it’s a PPC-style campaign that displays review invitations to verified recent buyers while they browse Amazon’s highest-traffic pages.
What This Means for Your Strategy
- Separate from organic review requests: This is not a replacement for your existing free review request tool, but rather an additional paid channel to drive reviews from verified purchasers.
- Premium placement: Unlike the free request button, this paid product places review invitations in front of customers on high-traffic Amazon pages, potentially increasing visibility and conversion rates.
- New ad spend consideration: Sellers will need to evaluate whether the ROI on paid review campaigns justifies the cost, particularly for products where review velocity or rating improvement is a business priority.
- Verified buyer targeting: The campaign specifically targets verified purchasers, which should improve relevance and reduce wasted ad spend on non-buyers.
How Squatio Helps
If you’re deciding whether to test paid review campaigns, Squatio Optimize (PPC intelligence) helps you analyze the performance and efficiency of your existing ad spend across campaign types. Understanding your baseline PPC metrics and ACOS/ROAS targets will be essential for calculating whether a new review-focused campaign type makes sense for your portfolio.
Additionally, Squatio Decode (ASIN lookup, listing visibility & Sentiment IQ review analysis) gives you visibility into your current review volume, sentiment, and velocity—helping you identify which products would benefit most from a paid review push and which are already in a strong position.
How are you currently thinking about review velocity as a competitive lever—is it something you actively optimize for, or do you let it grow organically with sales?
Source: Amazon Is Turning Review Requests Into a Paid Ad Product