How an Automated Email Campaign Can Bring in More Product Reviews

Guest post by Robby Stanley, Chief Marketing Officer at FeedbackWhiz.

It’s difficult to overstate the importance of product reviews on Amazon. Recent studies have shown that over 90% of internet-using consumers occasionally or regularly consult product reviews when making a purchase. This makes sense; in a world where most consumers have a smart phone and online reviews on any product are just a few taps away, why not take a moment to get more information on a product instead of buying it blindly?

It becomes even easier for consumers to interact with online reviews when they are built into the shopping platform like they are on Amazon. Every search yields thousands of results, and since customers only have a limited amount of time, trusting product reviews is an excellent alternative to individually vetting out all of their options. 

Both the quality and the quantity of product reviews matter. A higher number of product reviews gives the product rating more validity. A perfect five-star rating is nice, but with only three product reviews, it will usually be viewed as less trustworthy than an item with a 4.7 rating that has hundreds of product reviews.

Why email is your best option for acquiring organic product reviews

Amazon is committed to making the experience of shopping on its site as easy and customer-friendly as possible. As a part of this commitment, the company wants product reviews listed on the site to be honest and an accurate portrayal of how customers really feel about a product.

In an effort to make this goal a reality, Amazon has cut down significantly on fake reviews and reviews that were given in exchange for incentives. It is illegal per Amazon’s Terms of Service to agree with other sellers on Facebook or on a forum to leave positive reviews on each other’s products, and it is also illegal to offer a free product, a discount, or any other incentive to leave a positive review either.

In fact, it is even illegal to ask for a positive review. When asking for a product review through email, you can only ask for a review on the product; you can’t ask for it to be positive, or mention that instead of leaving a negative review they should let you deal with it instead. The idea from Amazon’s perspective is that the customer should always be leaving a legitimate review.

Taking short cuts to increase your number of product reviews may seem tempting, but is it really worth the risk? Breaking Amazon’s rules can result in review removals, product listing removals, and even account suspensions. It’s much better in the long term to build up product reviews organically through a legal email campaign. 

The first email: Checking in

The first email in your sequence will simply be used to check in with your customer. This should be sent as soon as their order has been processed or when it has been shipped out. You could make this email light-hearted with some fun GIFs or informative with some information on how to use the product; it all depends on what you are selling and what your brand is all about. 

Taking the time to manually send out an email every time an order is processed would be unrealistic for most sellers who don’t have that kind of time and energy to burn. Fortunately, with an automated email sequence, this won’t be an issue. 

A service like FeedbackWhiz allows you to build templates for all of your products that include auto-populating smart tags, so as soon as an item sells the sequence kicks into effect and the necessary details in the tag are filled in automatically. The first email, scheduled to be sent out once the order has processed, might look something like this:


My name is (Seller Name), and I just wanted to take a moment to thank you for your purchase of [[ITEM_NAME]]. 

(Inserted “Thank You” GIF)

The warehouse is getting it ready and it should be shipped out to you in no time! You’ll be able to keep track of its progress using this link: [[LINK_SHIPMENT_TRACKING]]

(GIF of a shipping truck)

We here at (Company Name) are committed to making sure that our customers are always taken care of. You can contact us any time at [[LINK_CONTACT_SELLER]] if you have any questions or any issues with your order.

Thanks again,

(Seller Name)


feedback whiz first email sample sequence thank you email asking for product reviews on amazon buyer feedback


The second email: Asking for a product review

The second email should be scheduled to be sent out only when the buyer has had enough time to actually try out the product and formulate an opinion on it. A follow-up on a screen cleaning device could probably be sent within the first week as a product like this would probably be tried out right away. On the other hand, a customer might need 2-3 weeks to decide if they enjoy a variety pack of flavored teas.

Each product can have its own automated email sequence, so give some thought to what makes the most sense for each of your products. After an appropriate amount of time has passed, you can send an email like this:


It’s (Seller Name) again! You’ve had [[ITEM_NAME]] for about three weeks now, and we sincerely hope that you’ve been enjoying it. Thank you again for your purchase.

(Inserted “Thank You” GIF)

If you have some time, we’d really appreciate a product review! Amazon customers like you rely on product reviews to get honest feedback about the items they are considering purchasing. And sellers like us can use these product reviews to make sure that our products are being enjoyed and to correct any issues that consumers may be having. We value your feedback; thanks for your time! [[LINK_PRODUCT_REVIEW]]

(Inserted “We Appreciate You” GIF)

And as always, please let us know if you have any questions or anything else. We are here to help! [[LINK_CONTACT_SELLER]]


(Seller Name)


asking for buyer feedback on amazon using emails with feedback whiz second email in sequence amazon seller central


What to do about a negative product review

Because you are asking for any product review (and not just a positive one), you will occasionally receive a neutral or negative review. This is a natural part of doing business on Amazon, and one that you shouldn’t respond to with anger.

FeedbackWhiz lets you know when a product has received a review, and generally these reviews are left under the seller’s real name. You can set up a template to send to buyers that leave negative reviews; while you can’t explicitly ask them to remove or revise their review, you can insinuate it by helping them solve their issue and then pointing out how important reviews are on Amazon and giving them a link to revise their product review with.

If all else fails, you can respond to the negative review directly on Amazon, explaining that you reached out and attempted to remedy the situation and you apologize for the inconvenience. This will show other shoppers that you are committed to making things right if their order doesn’t work out.

Overall, most of the product reviews you receive should be positive ones if you have a quality product and good customer service. Your increased number of product reviews will build on itself, creating more sales, more product reviews, and so on. Don’t hesitate to get started on your own email marketing campaign as soon as possible. 


Amazon Product Review Tracking Now Inside Seller Central

If you’ve ever wondered how to track Amazon product reviews from customers, it just got easier. Instead of having to pay a 3rd party to crawl the data, Amazon now gives it to you for free inside Seller Central. Click here to access the Brand Dashboard.

To Access Your Product Reviews from Customers on Amazon, follow these steps:

  1. Log into Seller Central
  2. Go to Performance
  3. Brand Dashboard
  4. Customer Reviews

This drop down shows the Brand Dashboard location:










You can now also click into each review and publicly respond. This is a major beneficial update.



This is especially helpful if you have a negative review and you want to help other customers know how you resolved the conflict or issue.


Email Automation for Seller Central: Feedback Genius vs Helium 10 vs Feedback Whiz vs FeedbackZ

There are many automated email tools for seller central which can make it difficult to choose the right one. I will cover the pros/cons of each tool. There are two main things to look at when choosing your tool. Template creation and campaign settings. Template creation is how you will construct your message while campaign setting is how you will deliver your message. Below are the 4 most popular automated email tools ranked from worst to best, top to bottom.

  • Feedback Z
  • Feedback Genius
  • Helium 10’s Followup
  • Feedback Whiz

FBZ (FeedbackZ) is slightly weaker than the other tools as the template creation is very limited and dull. There are only a total of 10 variables that you can insert into your template. This limits the customization and personalization of your message and makes the email feel robotic. The campaign settings are standard, allowing you to target only orders and returning customers.

FBZ pricing is above average for a below average performance. 


Feedback Genius:
Seller Labs FBG (Feedback Genius) was one of the first automated email tools to reach the market and set the standard for automated emails. FBG is like the average Joe when compared to other tools. It’s not the best-automated tool but its not the worst.

You are given a good amount of variables in template creation to customize and personalize your email. This allows you to add images, address the product purchased, address order ID, link to leave a review, etc. However, campaign settings are limited. You can only send a message to confirmed orders, shipped orders, out for delivery orders, and returned orders. Regardless of the tool, each automated email should have these template and campaign features.

FBG offers a free service if you only send 100 emails or less. Otherwise, the typical price is $40 a month.


Helium 10’s Follow Up:
H10’s (Helium 10) follow up is an extension to the Helium 10 tool. If you are in need of keyword research, product research, keyword tracking, profit tracking, and automated emails then I’d highly recommend a subscription to Helium 10. H10’s follow up is an above average tool and sits with the best.

You can customize and deliver your template message better than FBG and FBZ. The key feature of H10’s follow up is the target audience. H10 allows you to get more specific with message delivery by letting you target repeating buyers. By doing this you can send out an exclusive promo code to returning buyers.

H10’s free plan offers 100 emails per month while the platinum plan offers you 5,000 emails per month plus access to their other powerful tools.

Feedback Whiz:
FBW (Feedback Whiz) is the most powerful automated email tool as it has the strongest template customization and campaign settings.

The template creation offers 40 plus unique variables to insert into your message. A key variable is the customizable product title variable. With this variable, you can edit the name of your products to make the message less cluttered. Instead of having “Thank you for purchasing Mom Juice Funny Wine Glass Momstir 15oz Gift for Moms – Mother’s Day All Year Round” you can shorten it up to “Thank you for purchasing Mom Juice Funny Wine Glass”.

In addition to the standard target audience, you can target returning customers, negative feedback, positive feedback, and promotional orders. FBW lets you get specific with your template creation and target audience.

FBW is super affordable and offers an unlimited amount of monthly emails for all plans.

Note that on July 15th, 2019 all automated tools will not have access to Amazon Personal Identifiable Data (PID). This means that the buyer’s name cannot be pulled and used in email templates.


Should you like to learn more about this or need help please contact us at MyAmazonGuy.





How to Add a New Amazon Marketplace to Feedback Genius

Feedback Genius is a tool by Seller Labs that can automate feedback e-mails sent to customers after they order your product on Amazon. E-mails send with Feedback Genius increase the likelihood of receiving product feedback. You can also use Feedback Genius to track reviews on your products.


Follow our step-by-step directions to connect your Amazon marketplace to Feedback Genius. If you need help or want to save time, contact us about setting up Feedback Genius for your Amazon seller central account.


Log into feedback genius and click the dropdown next to your email and click settings.

Connect your amazon marketplace to feeedback genius. start by clicking settings on feedback genius.


Next you want to click Marketplace Settings

connect amazon marketplace to feedback genius by clicking on marketplace settings.


Click Add New Marketplace

amazon api authorization for feedback genius. click on add new marketplace.


Then Click Start Setup

seller labs amazon marketplace api connection. click start setup to connect your amazon account.


Click Connect North American Account

connect your amazon account to seller labs. click on connect north american account.


Then you will go through the motions of verifying MWS to connect your Seller Central account to Feedback genius.


How to Remove Amazon Seller Feedback Negative Ratings and Reviews to Increase Conversion Rates and Buy Box Percentages

Customer Feedback Check Guide

Follow step by step process shows how to remove negative feedback by on Amazon, which will help your seller score and increase sales on Amazon. It can impact your buy box percentages and conversion rates.


The first time using this guide it is recommended you review the last 365 days of feedback and remove all negative feedback going from most recent backwards:

Following catching up negative feedback removal, this process should be completed once a week ongoing by customer service. Especially to help customers who are not happy!


  1. Create a weekly calendar reminder to check Amazon feedback.
  2. To check feedback click here on Amazon Seller Central front page
  3. Click on the order ID of any negative customer feedback.
  4. (Optional) Research customer issue, respond to customer privately.
  5. (Mandatory) Ask for Amazon to remove feedback by submitting an FBA ticket. Remove any 3 star, 2 star, and 1 star reviews. (4 star reviews and 5 star reviews are good and should be left alone)
  6. Type order ID In select next
  7. Regardless of what the customer wrote in the feedback, submit a request to remove it to Amazon.

  8. Select reason for removing feedback, most likely “product feedback” and hit send
  9. Most of the time Amazon will simply remove the feedback and it will cross it off your seller score.

Keep removing feedback as it comes in once a week.

Seller feedback is public facing. Shoot for a 98% or better rating.


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