TAS 010 : The Best Strategy For Collecting Feedback and Reviews For Your Amazon Products

In this episode of The Amazing Seller Podcast we’re going to discuss how to create a system to collect feedback and reviews all at the same time. Building your feedback score to your seller account will make your brand stronger and help rank you higher in Amazon. Having more reviews will help your product convert higher resulting in more sales.

There's a two part approach.

  • 1. Ask For Feedback First
  • 2. Respond To People that leave Feedback and Request a Review

I have created a 3 part email follow-up sequence that is triggered by a customer sale. Once a customer purchases a product they will receive 3 emails.

  • 1. Day of delivery
  • 2. 2 Days after product is delivered
  • 3. 7 days after delivered

If the customer leaves a feedback on my account, I then follow up with a personal email thanking them and then asking for a product review.

In this podcast you will see learn how to set this up once and have it run on auto pilot.

I use a 3rd part software (Salesbacker) that connects to my seller account and emails through Amazon's messaging system.

I also created a Swipe file of the 4 written emails I send to my customers.


>>Click Here to Download The Email Templates



  1. Shahara A.

    Hi Scott!

    I’m a newbie at e-commerce (my background is in medical social work) and I am so happy to have found your podcast. This process has been pretty overwhelming, but your content has made the transition much more bearable. Thanks a lot!

  2. Tawfeeq saad Eddin

    Dear Scott,

    Thank you for your great podcast, you mentioned the idea of sharing video link inside the guide in the attachment, is this still comply with amazon TOS?

    Can I also invite them to join a tips and trick Facebook group about the product?

    1. Scott Voelker

      In the guide you could, you can’t link outside of amazon or direct them outside of amazon within the body of the email though.

  3. RS

    Scott, I just heard you on Chris Guthrie’s podcast. I use Salesbacker currently. Although I’ve set it up and seen some success I was really struggling to understand how best to optimize feedback and reviews. Didn’t really understand the system well. This session is so useful on how to use the tool properly. Question, Is it OK to reach out to customers that have already been sent the 3-sequence emails for reviews and now ask for seller feedback? Feels kind of late and an after-thought but maybe it better late than never. Thoughts? I would really like to optimize outreach to each customer that bought my product.

    1. Scott Voelker

      yes, you’re allowed to ask for either or both πŸ™‚

  4. Angela Boswell

    Hi Scott, I too am moving from digital marketing (4 years – recognise your fab Clickfunnels funnel etc πŸ™‚ ) to Amazon selling/brand building etc. I currently use Aweber as my email auto-responder – curious as to whether it is compatible with Amazon? Thank you πŸ™‚

    1. Scott Voelker

      Hey Angela, you can’t use aweber to send emails to amazon customers because you need to use amazon’s internal email service to do so. Salesbacker and feedback genius both use amazon to automate the process.

  5. Rajat

    This strategy is only for intial reviews and ratings so that I can come on page 1.
    From there I am gonna follow your strategy for reviews and ratings.
    So is it ok to do that without irritating amazon

    1. Scott Voelker

      reviews won’t help you rank, but yes you’re allowed to ask for reviews and ratings

  6. Rajat

    Hi Scott, first of all thank you for these amazing podcasts, I found your podcasts before 2 weeks and I am listening a ton of them in a go. I must say they are the real deal man.
    I have something in mind and i just want to know if i could do it without irritating amazon.
    I am going to list a product on amazon and gonna choose third party logistics that is i am not gonna use amazon’s service to ship my product to the buyer, i will do it on my own. I have lots of friends where i live, i will call all my friends and tell them to buy my product and am also gonna tell them to give review and rate me and as soon as i get notified that they purchased the product and also gave me reviews and ratings, i will refund the money they spent to buy my product plus a little commission in an online wallet. In this way i don’t have to ship my product and i will get reviews as well as ratings by spending a little money.

    1. Scott Voelker

      Hey Rajat, what you’re talking about is not allowed in terms of amazon. You can’t get friends and family to leave reviews on your product ESPECIALLY if you’re giving them a free product in EXCHANGE for a review.

  7. Linda Ding

    Hi Scott,
    I am pretty new in Amazon business, and your podcasts are really helpful! Since this episode was made in 2015 and I understand that some new rules came out afterwards about reviews and feedbacks. I wonder are the strategies described here about reviews and feedback still allowed? For example, can we still include links in emails to ask customers to leave feedbacks and reviews? Thank you!

    1. Scott Voelker

      Yes you’re still allowed to ask customers to review items.

  8. Sam

    Hi Scott,

    The first email should be sent out on the day the customers item was shipped or on the day the customer received the item?

    1. Scott Voelker

      Hey Sam, you want to send it no later than when they should have gotten it.

      1. Sam

        Hi Scott, so why does the message include these words?

        “Amazon has packed and shipped your order.”
        “While your waiting”

        They have already gotten the item.

        1. Scott Voelker

          Hey Sam, the first email goes out before they get the item.

  9. Adrian

    Dear Scott,
    Thank you for the helpful content you share with us all.
    My question is about the first mail you send to your customer including a PDF file. What is the content we should put in this PDF file ?
    My idear was to send them the user manual + a tutorial or a guide to help them use the product in the best condition (for example if I’m selling cameras, I will send them a guide to help them choosing the right software to edit their photos and some tips about how to edit their photos)
    In fact add some contents we are normally not suppose to offer but we offer it in order to exceed their expectation from the seller.
    Let me know if its your thought
    Thanks again!!
    For b2b perhaps add a line to ask them if they need an invoice.

    1. Scott Voelker

      Hey Adrian, that’s exactly the type of content you should include!

  10. Mark Thompson

    If anyone is struggling to work out the step between receiving SELLER FEEDBACK and then asking for a PRODUCT REVIEW (like I was, for about 2 hours) please listen to the above podcast,rather than just throw your question up here an letting someone else do your research. SV makes this crystal clear within the first 15 minutes.

    I use Feedback Genius (I only send 2 emails though) and check in with Seller Central every morning for the PRODUCT REVIEW email…works really well.

    P.S. Scott, loving your work. If you ever go on tour please pop into the U.K. (but come to Birmingham, not London).

  11. Mustafa Nauman

    Hey Scott, i just had a question regarding review systems such as get bsr for launching your product. I was initially going to do a facebook ad campaign and then build an audience to launch my product to, but now I’m considering using one of the review systems you told me about, called get bsr. I was just wondering that if I use get bsr instead of the facebook ad campaign, will the results be somewhat the same? Will my product benefit equally from get bsr as it would if I were to use Facebook ads? Would my bsr increase as much? If you could let me know it would really help.

    1. Scott Voelker

      Hey Mustafa, BSR is simply a function of sales, so yes it would increase just as much. Keep in mind that your bsr isn’t the reason you’re doing the giveaway, you’re doing the giveaway to drive reivews. Generally speaking GetBSR or another review group is going to get you BETTER results in terms of the number of reviews you’ll get back, since everyone that gets the product knows and understands the review process.

  12. Chaiwat

    Hi Scott,
    Thanks for the awesome content. My question is if we aren’t allowed to insert any external links in the message, can we just insert links inside the PDF file that we give away to customers? I want to share video instructions on how to use my product.


    1. Scott Voelker

      Hey Chaiwat, as long as you’re sending them to content I don’t see anything wrong with it.

  13. Ulla

    Hello Scott,
    first of all: THANK YOU for all the info you put out there, you really change lives for the better πŸ™‚
    I was about to set up my email follow up sequence for my FBA business, when I read a couple of comments like “don’t do it, you’ll annoy customers”, “don’t do it, cause Amazon follows up to get reviews on their own anyway”.
    So I’m kinda undecided if I should send a follow up email (asking for product reviews of organic customers) at all. Am I overthinking this? πŸ˜‰

    Thank you again for all you do!!

    1. Scott Voelker

      Amazon CAN send follow up emails to ask for a review, but they don’t always. The chance that you’ll annoy customers is so insanely low that it’s almost laughable. The ONLY time people get annoyed is if your sequence doesn’t offer any value back to the customer. It is 110% worth doing, hands down, no questions asked, every single time!

      1. Ulla

        Hello Scott,
        thank you SO much for clearing this up for me once and for all! πŸ™‚

  14. Desirae

    Hi Scott,
    When looking for products on Alibaba it wants a registered Buisness Company name. Do we have to register the name we choose for our company and if so how do we do this.

    1. Scott Voelker

      Hey Desirae, you should be signing up as a buyer not a supplier. It shouldn’t ask you for a business name during the signup process. Regardless, it shouldn’t have to match anything official in terms of your registered business name.

  15. Boris

    Hi Scott,
    I am planning to insert to my product card where i would put some small gift for buyer. What would be your suggestion to write on this card to let a clue to buyer that i am expecting his honest feedback.

    Thank you

    1. Scott Voelker

      Hey Boris, I would write exactly what you expect!

      Something along the lines of “we would appreciate your honest feedback” can go a long way!

  16. Henry

    Hi Scott. I use feedback genius already. I currently send one message after delivery only.

    Is there a way to use feedback genius to send the “review” email automatically, after feedback received?


    1. Scott Voelker

      Hey Henry, the way you may want to setup the sequence would be to send the review request UNLESS they leave a feedback below a certain mark. That should let you do it the way you want and have the highest number of people getting your request for a review, while weeding out the potentially negative reviews.

  17. Wes Convery

    Hi Scott,
    Thanks again for the amazing content! Quick question: Before we start using Salesbacker we wanted to try manually sending requests for product reviews directly from Seller Central’s Buyer-Seller Messaging system. We would like to include a direct link to the product review page, however, when we place the url into the email or email template, it seems like the link is not live. We want to avoid the customer having to copy and paste the link. Do you know how we can place a working link into the email?

    1. Scott Voelker

      Hey Wes, I believe that all of the links inside of manually created in emails will have that issue because Amazon sends out only “text” based emails from that system.

      1. Trevor Ash

        Hi Scott,
        Right above the message box used to contact a customer within seller central Amazon says not to include links or URLs in the message.

        Is this not something that they actually enforce?

        I assume since this is what’s been working for you it hasn’t been a issue.

        I was also wondering about the same thing as Wes in his comment above. So you just paste the link and you’ve had success with your customers copying and pasting the link to leave a product review?

        By the way this episode was super useful!

        1. Scott Voelker

          Hey Trevor, as long as you’re sending them BACK to Amazon it shouldn’t be an issue for you. What Amazon doesn’t want is you using that space to drive people offsite!

          1. Trevor Ash

            Great thanks Scott!

          2. Nathan Lord

            Hello Scott,

            I am all over the place. Sorry. I asked a question in another area but it looks like it is more fitting here.

            Is there a way I can insert a CLEAN (not super long) and DIRECT link in my follow up email after positive feedback is received? And is there a way I can customize the subject line to something better than what amazon offers. Or are we stuck using “additional information”?

            Thanks again.

          3. Scott Voelker

            Hey Nathan, what kind of a link are you wanting to send?

  18. Jason

    Hey Scott!

    Do you think this changes for items that are repeat purchase? Would you change your email setup to be different knowing they may get the same emails with every purchase?

    1. Scott Voelker

      Hey Jason, there isn’t much danger in having the sequence still go out, you may want to keep the emails a bit more generic if you know you have a volume of repeat buyers. In working with other sellers in your situation, like Chris Shaffer, they haven’t noticed many complaints or even any push back from customers who purchase repeatedly.

  19. Lisa

    Hi Scott,

    Do you still use this or do you use Feedback Genious? Maybe I’m confusing them two for being the same thing?


    1. Scott Voelker

      You would use this sequence still. Feedback Genius and Salesbacker are the software that would let you automate this process, but the emails would stay the same! I currently am a raving Salesbacker fan and have moved there from FeedbackGenius.

  20. Mat

    Hi Scott,

    I also tried multiple times with different emails addresses, but i am not able to download your email template. I also noticed, that some other guy mentioned the same problem here. Please can you check if it really works ? I looked into all folders within my email account, but no luck.

    Thanks a lot,

    1. Scott Voelker

      Hey Mat, it seems to be working for me. Is the email addressed attached to this comment the one you’d like me to send them to?

  21. wengo

    Great training I have been trying to figure out how to send emails to my customers efficiently. This is great.
    The swipe file is awesome.

  22. Tim O'Reilly

    Hi Scott,
    Just to be clear, do you actually send the review email within Amazon message system without using Feedback Genius of Salesbacker? Do you put the review link in the message as a hyperlink or just text of the URL?

    1. Scott Voelker

      Hey Tim,

      If you’re doing it manually the easiest way would be to do it through Amazon directly. Simply copy and past the link into the email and you should be good to go!

  23. Temo

    Scott when you use the feedback template file (the one that you send when someone leaves you a new feedback) you said you only change the name of the person in the file but what about the “review link”? where can we find the review link or can we use the link that comes in the files: *[product-review-link:Write your review here]*

    1. Scott Voelker

      You should be able to use the link that you see go out in your emails. If not, you can go into the reviews section of your listing and click the “write a review” button. The URL that pops up in your web browser is the one you’d sent out!

  24. R.L BIZ

    Hello Scott
    How can I check whether those who left me a comment have left also review? I do not want to disturb a client who wrote review.

    1. Scott Voelker

      Hey R.I.,

      Most people won’t be bothered by the double followup. As far as checking, you’d be stuck doing it manually or using triggers inside a tool like Salesbacker to help you automate the process. Just be aware that if they don’t use the same name that they use to place the order, that it isn’t always possible to match them one to one.

  25. Amol

    Hi Scott,
    I tried multiple times but i am not able to download your email template. How can i get it?


  26. Ally

    Hi Scott,

    Where can I find the ((Product Review Direct Link)) stated in your final email template used for after receiving feedback?

    Thank you.

    1. Scott Voelker

      You should be able to find it by click on the “write a review” button at the bottom of your live listing.

      Hope that helps!

  27. Jon F.

    How can you put a hyperlink into your email from Amazon Seller Central? I think it looks more professional and clean, rather than the full URL.

    1. Scott Voelker

      Hey Jon,

      if you’re using Feedback Genius, it’s rather straight forward, you can create a hyperlink by clicking the link button (it looks like a chain link) at the top of the window and insert the link you are looking for. I’m not sure of a way to do it inside of Seller Central, since they only allow you to use plain text formatting.

      Hope that answers your question!

  28. Beth F

    Hello Scott! Appreciate your sharing and amazing tips. Will start practising your suggestion to convert feedback to product review. As a non-US seller, it is always a challenge to get reviews. For my first product, I knocked at many doors and took me weeks before getting the first 10 reviews. Wishing you continued success!

  29. Beth

    Great info, Scott. I tried the convert feedback to review technique and I have a 100% success rate. One for One. lol. One addition I made was to add under my name/company this: “Check out more of the :

  30. Aaron

    Hey Scott, do you send the “4th email” through feedback genius? If so, what do you set the “when” tab questions to?

  31. Nathan

    Hi, Scott:

    I found your blog a couple of weeks ago and am working my way through all your podcasts. I’m loving it!

    I was using a 3-part email system before but wasn’t doing the feedback in the way you described on the podcast. I was sending my customers directly to the review. Over the weekend, I completely rewrote my emails to channel my customers to feedback and then ask them for reviews after they left positive feedback. It worked! I had someone leave me great feedback and then I asked them for a review and they did.

    Just wanted to say thanks for this tip and everything else. Every single podcast I listen to, I can always find gold nuggets of info.

    Keep up the good work!

    1. Scott Voelker

      Hey Nathan,

      That’s really Awesome!

      Keep me posted on your progress.

      Good Luck!

  32. Teresa Guthrie

    What is the website for the “mommy bloggers” that will review products and blog about them?

    Thanks you!

  33. don


  34. David

    Hi Scott!
    Thank you for usefull content.
    How I create this follow up PDF with instructions for first email? I have to find freelancer for that work done? Or you’ve created them by your own?
    Also I have the same question about follow up video in letters. Where and how do you create it?
    Thank you

    1. Ang

      Hi David,
      I usually make my own but you can also higher a freelancer to design it for you on somewhere like fiverr or elance. If you are going to create it yourself, you can just type it up in Microsoft Word. Then, once you are done, save it as a pdf.

  35. Logan

    Hi Scott –

    First of all, thanks for this content. It’s awesome. One question that has sort of been answered above but not quite – When someone leaves feedback and I want them to write a review, are you suggesting that I go to my seller central account and email from there? The reason I ask is because I found the link to send them to, but I’m not sure how to make it ‘clickable’ through seller central. I doubt seller central accepts the shortcodes that FeedbackGenius created. How would I create a link in my message on seller central?

    1. Scott Voelker

      Hi Logan,

      Yes…I respond to feedback left through my seller’s account. I email them directly with a link to the review page.

      It’s really that simple πŸ™‚

      1. Logan

        That’s great. What I am asking, though, is if you can make it a ‘clickable’ link through seller central instead of just a long url string for them to copy and paste into a browser.

  36. dntmb

    Hi Scott,

    Let me ask you about “Thank you” card that we can send coupon with a goods, could you please to share some ideas or example of about it.

    Thank you for your great and useful article.

  37. Barry

    Hi Scott,
    I also use Feedback Genius with the 3 step resonnse. My question is when you recieve a negative product review on your seller account is there a way to stop the last email (for the product review) to go out and make it less likley for them to actually leave it on the product? While it is nice to know of an issue I don’t want a permanent record of one customers experience if I can help it.

    1. Scott Voelker

      Hi Barry,

      I would contact support and ask them if this feature exists. I think there’s a filter to set for when a feedback is left to pause future emails.

      Hope this helps.

  38. Tamer

    If I have no pdf or document to send them, do you think I should skip email 1?

    1. Scott Voelker

      Hi Tamer,

      I would create a PDF and if not…send it anyways. Just letting them know you are checking in will go a long way.

      1. Tamer

        Hi Scott,
        Thanks for the fast reply. My product is very simple. It’s so hard for me to come up with anything I can send them. I’m currently following your sequence, but I noticed that email 1 doesn’t really have any added value in my case. But as you said, just saying hello couldn’t hurt.

  39. Damjan Dimitrovski

    Hey Scott i would really appreciate if you can tell me where i can find the feedback link that i am supposed to leave to the seller. I am not planing to use feedbackgenious for now and planning to do this manually. Oh and one more thing, under the TOS is prohibited to use links in the message, what if the links are withing amazon platform? Can i send them the direct link of my product review page?

    A big podcast follower from day one.

    1. Scott Voelker

      I know that Feedback Genius sends a short code for the feedback link, but you can use http://www.amazon.com/feedback – It will go to their recent purchases and they will see your product.

      1. Damjan Dimitrovski

        Thank you !!!!!!

      2. Demetrios

        Scott, what if this was a gift item..how would the recipient leave a review then? Should I be asking the buyer even if they didnt use the product? Also, is it possible to leave an insert in the product and have a link? What link would I be able to use? Thanks in advance..its many questions.

        1. Scott Voelker

          Hey Demetrios,

          you can ask the buyer regardless of if they are the final recipient or not, it can’t hurt! As long as you have a unique product you should be able to utilize a product insert. You could use a link either to leave a review on Amazon (like a URL that redirects to the Amazon review URL) or a link that directs to an information capture (email capture) for you to send them the review link again (in addition to when you’re sending it to them in the follow up sequence).

  40. Brent

    Hi Scott,

    Just wanted to let you know that this strategy is finally starting to work well for me. Thanks again! Another question I have with seller feedback is that I received a 4 star seller feedback with some good product related content. I could get Amazon to remove this but was wanting to get your thoughts on what you have done or would do for for this scenario? Is 4 star seller feedback good enough to leave? Or get rid it if you’re able to?


    1. Scott Voelker

      I will usually leave these alone. It makes your account normal looking.

  41. Brent

    Hi Scott,

    For this review strategy I was curious if you reach out for a product review to those who leave pure seller feedback with nothing product related in it? (i.e. “Product arrived on time and as described.”) If so do you word your response to them differently than if they left seller feedback that was product related?


    1. Scott Voelker

      Hi Brent,

      Yes, I do still respond, but I take out the line that mentions they spoke highly of the product. Everything is the same.

  42. Syed

    Hi Scott,

    I am following your email template to send to my customers. I am not able to find a link to copy on my email for the product review?

    Also , do you go through the “Manage Orders” to contact the buyer and use “Feedback request” as the subject?

    Thanks a lot for your help. I am getting addicted to your podcast by the way :).

    1. Scott Voelker

      The product review should be the link people would click to leave you a review. Then just copy and paste that into the email. I use my own subject lines inside of Feedback Genius. I outlined everything in episode #10 – https://theamazingseller.com/email

      Hope this helps!

  43. Brent

    Hi Scott,

    So far I am 0 for 10 on converting positive seller feedback that is product related to actual product reviews using the strategy and the email templates you have provided. I am definitely seeing an increase in my seller feedback which is great, but was wondering if there maybe something I am missing or if you had any other suggestions. Thanks again for all that you do!


    1. Scott Voelker

      Brent, I’m not sure. I guess it could depend on your market. It’s a numbers game as well.

      Also, are these random people that purchased or from a review group of some kind?

      Don’t give up on this.

      1. Brent

        Scott, these are all from random people who have bought my product organically. I have been consistent with being prompt to follow up with them for the product review, but like you said it could just be the market I’m in (Kitchenware products).

    2. Scoop

      I know these comments are outdated but I thought if I ran across this, then someone else could too. As a product tester who receives 3 to 4 Amazon products per day; if what you want is a “Review”, then that is what you should request. More importantly, please only request this one time! Buyers are currently fighting with Amazon right now for the ability to completely block Seller emails. This fight was started and continues because of multiple emails being sent requesting reviews.
      Rather than listing my personal reasons, I have provided a link below of buyers discussing this very topic. While I do not agree with this, many buyers say multiple requests result in them automatically providing negative reviews.


  44. Kyle

    Hey Scott,

    Im actually trying to figure out how we can direct a Buyer to a feedback link, when it seems the link is generated from the Buyers Order page in their account, for whatever orders they have. Am I missing something?


      1. Christen Dybenko

        Hey – are you able to copy this URL into the message to the buyer? It says all URLs will be stripped.

        1. Scott Voelker

          Hi Christen,

          As long as it’s an Amazon hosted link…I think you should be fine. But, you could add it to a PDF in your email.

          Hope this helps

  45. Tyson

    NOTE: ** After re-reading my posts I sound snarky, not my intention; just want to make certain I don’t get in trouble with AZ.

  46. Tyson

    Hey Scott-

    Do you feel that this method of screening is slightly dishonest? It seems to me that removing only negative feedback and keeping the positive would one day be caught by Amazon and it could reflect poorly on the company?

    1. Scott Voelker

      Tyson thanks for the question.

      I personally don’t feel that way at all. If the customer leaves a 2 star feedback about the transaction…it will stay and there’s nothing I can do about it. The negative feedback would still help my business in giving me things to become aware of.

      Amazon knows that feedback is important and that is why they don’t allow product reviews on Feedback given.

      When I ask for feedback I’m asking them to tell me how we did as a seller. Was everything to your liking? How did we do?

      So, no I think it’s just a way to try and do the best job possible and also use this s a way to build our feedback and reviews at the same time.

      Thanks again for the comment.

      1. Tyson

        Good point. But do you also remove the good feedback that has product feedback in it? I’m just curious if you think Amazon will one day pull down all those reviews? I have done this in the past so I’m not judging just wondering if AZ will have an issue in the future, last thing I want is to be on AZ’s bad side.

        1. Scott Voelker

          No I do not. I don’t think about as much as you are I guess. I worry about selling a good product to my customers and making sure they are happy. If they are unhappy I fix there issue the best I can, but if I can not make it public…I will.

          This is just personal preference and you have to do what is right for you and your business. I’m just sharing what I do.

          Good Luck.

          1. Tyson

            Appreciate it. I do tend to over-think things. Thanks for the response. I’m curious because I don’t have a white label item but I do have an item that I am the only seller on Amazon, however, it a high return rate and I don’t know why. I have not been requesting feedback yet but I am going to start because I want to know what people are unhappy with so I can address it in the listing. It must that they are expecting something different than what is supplied. I know you can’t contact customers directly to see why they asked for a refund. I’m just over cautious because I hear horror stories of AZ shutting accounts down for things I would think are acceptable business practices.

  47. Mark Gran

    Hi Scott, where do we find the link to send the customers directly to the page where they write the seller feedback?

    1. Scott Voelker

      Hi Mark,

      It’s a short code inside of Feedback Genius. I’m sure you can locate it on your seller account feedback page and just copy the link.

      1. Zoey

        Hi Scott,
        You mean locate seller account feedback page, and copy our seller account feedback page link ? Sorry ‘m confused. Thank you again.

        1. Scott Voelker

          If you’re using Salesbacker (or any of the other major email automation systems for Amazon) they will have a “shortcode” inside the software to link to your seller feedback page!

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