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Amazon plans to open a U.S. beta of Review Requests in late October 2026, according to its September 29 announcement. The ads invite recent verified purchasers to leave a rating or review while shopping on Amazon.
A budget decision, once the details are available
For a private-label seller, the useful question is what additional customer feedback a campaign produces for its cost. Decide how you would evaluate that result before committing money.
Who qualifies, and how campaigns would work
Amazon lists registered sellers and vendors with an advertising-console account in good standing and no active policy violations. Products must have fewer than 1,000 total ratings and reviews. Eligibility is checked at creation and during the campaign; requests pause at the threshold.
The company names Amazon Ads Agent and its Unified API as access routes, with bidding and budget controls. Its claim of three times as many weekly ratings and reviews comes from internal U.S. closed-beta data collected June 3–21.
Why the test result is not a forecast
A before-and-after comparison leaves an important question unanswered: how much of the change would have happened without the campaign? Product mix, sales volume and other activity can influence the outcome. The public summary does not provide enough methodological detail to separate those effects.
Use a conservative planning assumption rather than treating a headline multiple as a return on investment. More feedback could be useful, but an increase in the number of reviews alone does not establish higher conversion, profitable sales or better customer sentiment.
Build the evaluation before setting a budget
- Clarify the charge. Ask what event is billable, which fees apply and what controls limit total spend. Do not assume a cost per review from the announcement.
- Record a baseline. Keep weekly order volume, new ratings, written reviews and existing review-request activity together. That makes changes easier to interpret.
- Define a modest test. If the product becomes available to your account, decide the spending ceiling, observation period and stopping rule in advance.
- Separate totals from incremental results. A cost-per-new-review calculation includes feedback that might have arrived anyway. Label that limitation in any campaign report.
- Read the launch terms. Check permitted use, reporting, attribution and how this option fits alongside your existing review workflow before changing that workflow.
The practical preparation is a short decision sheet: eligible product, baseline, proposed cap, expected reporting and owner. Leave the spend uncommitted until those questions have answers.
Sources and scope: Amazon Ads’ announcement, reviewed October 1, 2026. This is a forthcoming-beta report, not confirmation of account access. Final pricing, launch terms and campaign reporting were not verified. The evaluation checklist is Seller Squash’s analysis; no campaign was tested.
