When to ask customers for a review, and the rules on how to ask
Ask for a review once the customer has used the product long enough to judge it: a few days after delivery for simple products, two to four weeks for things that take time to prove themselves, such as skincare or a mattress. Ask every customer, not only the happy ones: Google’s Maps and Business Profile policy forbids selectively soliciting positive reviews, and the FTC warns the practice can break US law. On Amazon, the Request a Review button works from 5 to 30 days after delivery, once per order.
What this comes down to
- Ask after the customer has used the product, not the moment they have paid for it.
- Products that take time to judge, such as skincare or shoes, deserve a later ask than products that work out of the box.
- Ask every customer the same way; screening for happy ones breaks Google’s Business Profile policy and is risky under US law.
- Any incentive for reviewing must not depend on the review being positive, and Google asks for it to be marked.
The rule: after use, not after payment
Many stores send the review request with the shipping confirmation. The customer has not opened the box yet, so the only thing they can judge is the checkout. The reviews that come back are about delivery speed, which tells the next shopper little about the product.
The better moment is when the customer has formed an opinion of the product itself. That moment depends on what you sell.
Ask too early and you get a review of the delivery. Ask later and you get a review of the product.
Timing by type of product
| What you sell | A sensible first ask | Why |
|---|---|---|
| Works out of the box: a phone case, a mug | A few days after delivery | The verdict is formed on first use |
| Needs time: skincare, supplements, a mattress | Two to four weeks after delivery | Results take time; an early ask gets a guess |
| Wears in: shoes, bags, clothing | One to three weeks after delivery | Fit and durability show after a few wears |
| An app | After the user completes something that worked | A first-launch prompt interrupts before any value |
These are starting points, not research findings. If your reviews often say too early to tell
, move the ask later.
Ask everyone, not just the happy ones
Sending a how did we do?
survey and only inviting the customers who answer well to post a public review is called review gating. Google’s contribution policy for Maps and Business Profile says businesses must not selectively solicit positive reviews. The FTC notes its 2024 reviews rule has no specific ban on it, but that it can still violate the FTC Act.
There is a practical cost too. A store that only asks happy customers ends up with reviews that do not describe the product’s real weak points, so shoppers who hit them are more likely to feel misled.
If you offer something in return
An incentive for leaving a review is allowed by Google’s product ratings policy on one condition: it cannot be dependent on the sentiment of the review
. A discount for any honest review is one thing; a discount for a five-star review is another, and the FTC rule bans incentives tied to a particular sentiment.
If you send product reviews to Google, incentivised ones have to be marked with the is_incentivized_review field.
Amazon has its own window
On Amazon, the Request a Review button in Seller Central sends Amazon’s own standard message. It only works from 5 to 30 days after the delivery date, and once per order. For products that need time, press it near the end of that window, not the start.
How to ask, once the timing is right
- One short message with one link straight to the review form.
- One prompt that invites detail, such as
what did you use it for?
Specific reviews help the next shopper more than a star alone. - At most one reminder, a week later. Then stop.
When the reviews arrive, read them for what they are about. The Review Analyzer sorts them into topics, free for up to 30 at a time.
Questions
What is the best time to ask a customer for a review?
After they have used the product long enough to judge it: a few days after delivery for simple products, and two to four weeks for products that take time to show results, such as skincare or a mattress.
Is it allowed to ask only happy customers for reviews?
Google’s Maps and Business Profile policy says businesses must not selectively solicit positive reviews. The FTC says its reviews rule has no specific ban on it, but the practice can still violate the FTC Act.
When can I use Amazon’s Request a Review button?
From 5 to 30 days after the order’s delivery date, and once per order. It sends Amazon’s standard review request message.
Read next
Who actually writes product reviews, and why it skews your average
Reviews come mostly from delighted and disappointed customers, not the quiet middle. What the J-shaped rating pattern means for how you read your reviews.
Product ratings vs store ratings on Google: what is the difference?
Google shows two kinds of stars. Where product ratings and store ratings come from, how many reviews each needs, and why product stars often fail to appear.
Why did my product rating drop? Four causes and how to tell them apart
Small numbers, a real change, a new way of asking, or removed reviews. How to tell which one lowered your product rating, starting with the date it began.