Le recensioni sono fondamentali per i venditori Amazon. Forniscono ai tuoi potenziali clienti la certezza che sei un venditore affidabile e sono una componente fondamentale per conquistare la Buy Box di Amazon.
Ma per i venditori che lanciano un nuovo prodotto, questo rappresenta una sfida significativa. Hai bisogno di vendite per ricevere recensioni e hai bisogno di recensioni per ottenere vendite. È un circolo vizioso!
Amazon non consente più ai venditori di offrire ricompense in cambio di recensioni. Il Programma Amazon Early Reviewer Un tempo era disponibile un programma che aiutava ad affrontare questa sfida, ma sono avvenuti importanti cambiamenti. Scopriamo cos’era questo programma, il suo stato attuale e le alternative disponibili nel 2025.
Cos’era il programma Amazon Early Reviewer?
Il programma Amazon Early Reviewer è stato ideato per aiutare i venditori a ottenere feedback sui nuovi prodotti presenti sul mercato. Amazon inviava un’e-mail ai clienti offrendo un piccolo buono regalo in cambio di una recensione del prodotto.
Innanzitutto, torniamo un po’ indietro per scoprire come e perché è stato lanciato il programma.
Nel 2016, Amazon ha ricevuto una stampa negativa a causa di recensioni false sul suo sito. Il gigante dell’e-commerce ha risposto in modo deciso. Amazon ha rimosso tutte le recensioni false o incentivate che ha trovato. Ha inoltre introdotto una nuova e severa politica di recensioni dei clienti che vieta ai venditori di offrire sconti o altri incentivi in cambio di feedback positivi.
Le nuove regole vietano anche le recensioni di parenti, amici o servizi di terze parti. Ignorare queste norme mette il venditore a rischio di sospensione dell’account.
Da allora, la fiducia nelle recensioni di Amazon è salita alle stelle: solo il 6,2% degli acquirenti statunitensi dichiara di non fidarsi affatto delle recensioni del sito.
Tuttavia, senza incentivi, i venditori facevano fatica ad accumulare recensioni per i prodotti appena lanciati. Quindi, nel 2018, il Il programma per recensori di Amazon è stato creato per aiutarli a ottenere recensioni autentiche e affidabili, a pagamento.
Sebbene i venditori non potessero più offrire ricompense in cambio di recensioni, Amazon poteva farlo per loro.
Come funziona il programma Amazon Early Reviewer?
L’iscrizione al programma per recensori costa 60 dollari per ogni SKU. Amazon ha quindi contattato i clienti che hanno acquistato questo prodotto, chiedendo loro di recensire onestamente la loro esperienza.
Hanno offerto ai clienti una carta regalo Amazon del valore compreso tra 1 e 3 dollari come ricompensa per il loro feedback, anche se negativo.
Il programma non era finalizzato a stimolare le vendite, quindi i clienti non erano consapevoli della potenziale ricompensa al momento dell’acquisto. Inoltre, Amazon non ha inviato richieste di recensioni a tutti. Solo una selezione casuale di clienti è stata invitata a partecipare.
Qualsiasi cliente era idoneo se non aveva precedenti di recensioni disoneste o offensive.
I feedback raccolti attraverso il programma sono stati contrassegnati da un “etichetta arancione e da un” etichetta “acquisto verificato”. In questo modo gli altri acquirenti si accorgevano che la recensione era autentica e attendibile.
Il programma per recensori è stato concepito come trampolino di lancio per i nuovi prodotti. Per questo motivo, era disponibile solo per gli articoli con poche recensioni. Amazon continuerà a richiedere feedback per il tuo prodotto nel corso di un anno o fino a quando non avrai ricevuto cinque recensioni, a seconda di quale delle due condizioni si verificherà per prima.
Tutte le recensioni che non sono state raccolte nell’ambito del programma non vengono conteggiate in questa cifra.
Chi poteva partecipare al programma Amazon Early Reviewer?
To register a product in the program, you needed to be its brand owner. In other words, you needed to own the trademark to the brand name which appeared on the product or packaging.
If you were the brand owner, you needed to sign up to the Amazon Brand Registry. Then, to qualify for the Amazon Early Reviewer program, your products also needed to meet the following criteria:
- The product had to be on Amazon.com or Amazon.co.uk
- The product needed to have fewer than five reviews to date
- It must have cost at least $15 – if the price fell below this figure while it was enrolled in the program, Amazon would stop requesting reviews
- It should have had a stand-alone or parent SKU – child SKUs were automatically enrolled with a parent SKU
Aggiornamento importante: interruzione del programma
As of March 10, 2021, Amazon stopped accepting new enrollments in the Early Reviewer Program, and the service was completely discontinued on April 25, 2021.
In their announcement, Amazon stated that they had “made numerous improvements to encourage buyers to review products on Amazon. These initiatives, such as One Tap Reviews and Global Review Sharing, have proven more effective in generating reviews than the Early Reviewer Program.”
Il programma Amazon Vine è una buona alternativa?
With the discontinuation of the Early Reviewer Program, many sellers are now turning to the Amazon Vine Program as an alternative for obtaining those crucial initial reviews.
The Amazon Vine Program invites the most trusted and reliable reviewers on Amazon (known as “Vine Voices”) to post opinions about new and pre-release products. These reviewers receive products for free from participating vendors and sellers.
2025 Aggiornamenti del programma Amazon Vine
Amazon’s Vine Program received a major update in 2025, allowing sellers to get Vine reviews before their product launch, as of June 2025. This means sellers can now launch with up to 30 authentic reviews on Day 1, providing immediate social proof and boosting visibility right from the start.
Here’s how the Vine Program compares to the former Early Reviewer Program:
Eligibility: Only available to brand-registered sellers with products in FBA
Cost: Amazon now charges based on the number of units enrolled: 1-2 units are free, 3-10 units cost $75, and 11-30 units cost $200
Reviewer Quality: Vine reviewers are often more experienced and provide more detailed reviews
Review Quantity: You can potentially receive up to 30 reviews through Vine (compared to 5 with the Early Reviewer Program)
Review Speed: Reviews often appear faster through Vine, and with the 2025 update, reviews can now be posted before the product goes live
Expanded Access: The 2025 update also expands Vine access to authorized resellers enrolled in Brand Registry, opening opportunities for more sellers beyond just brand owners
To avoid review manipulation on Amazon, it’s important to follow Amazon’s guidelines and use only approved methods for obtaining reviews.
Quali altre opzioni hanno i venditori nel 2025?
The discontinuation of the Amazon Early Reviewer Program doesn’t mean sellers are left without options. Here are some legitimate ways to generate product reviews:
- Request a Review Button: Amazon provides a “Request a Review” button in Seller Central that allows you to send a standardized email to buyers asking for a review.
- Follow-up Emails: Those who don’t use Fulfillment By Amazon (FBA) can add inserts to their packages requesting feedback. To stay within the rules, these must be worded neutrally and only call for honest reviews.
- Product Inserts: You can include product inserts that ask for honest feedback (but never incentivize positive reviews).
- Provide Excellent Customer Service: Top-class customer service is key to nurturing great reviews, as is taking the time to create accurate and descriptive Amazon product listings.
- Use Free Amazon Product Review Request Templates: These can help you craft appropriate messages that comply with Amazon’s policies. Check out our free Amazon product review request template to get started.
- Leverage Customer Support Tools: Using comprehensive customer service tools can help you provide exceptional support that naturally leads to positive reviews.
- Master Amazon SEO: Optimizing your listings with proper Amazon keyword optimization helps attract the right customers who are more likely to leave positive reviews.
Capire l’importanza delle recensioni
Remember, there’s a very clear correlation between reviews and sales. So the more you have, the more comfortable people will feel buying from you.
It’s crucial to understand the difference between Amazon product reviews vs. seller feedback when developing your strategy.
Studies show that 70% of shoppers rely on reviews before making a purchase, making authentic reviews essential for your Amazon success. With proper review management and AI-powered customer support tools, you can create a systematic approach to earning genuine feedback.
Come generare recensioni su Amazon nel 2025
While the Amazon reviews program in the form of the Early Reviewer Program is no longer available, sellers now have other powerful options to generate those crucial initial reviews. The Amazon Vine Program offers a structured approach for brand-registered sellers, while other strategies like request buttons and follow-up emails provide alternatives for all sellers.
Strategie avanzate di gestione delle revisioni
Automated Review Requests: Implement automated systems to request Amazon product reviews at optimal times after purchase.
Customer Support Excellence: Focus on providing exceptional customer service that naturally encourages positive feedback.
Review Monitoring: Use tools to monitor your reviews and respond quickly to any issues. Learn how to remove negative product reviews on Amazon when appropriate.
Multi-Channel Approach: Don’t just focus on Amazon – implement comprehensive customer feedback templates across all your sales channels.
The key to success remains providing excellent products and customer service. By focusing on quality and following Amazon’s guidelines, you can continue to get more reviews on Amazon in 2025 and beyond.
Remember that authentic, honest reviews are the most valuable for long-term success. Focus on delighting your customers with superior products and outstanding eCommerce customer support, and the positive reviews will follow naturally.
With the right strategy, tools like eDesk’s comprehensive customer service platform, and a commitment to excellence, you can build a robust review profile that drives sales and builds customer trust in 2025 and beyond.
Book a free demo today to learn more about how eDesk can optimize your use of the Amazon Early Reviewer Program.
