How to Automate and Manually Send Amazon Review Requests in Follow-Up?

July 10, 2026 16:03

Follow-Up is Helium 10's customer messaging tool that streamlines Amazon sellers post-purchase communication. Sending review requests is an important part of selling on Amazon, as it helps sellers collect valuable customer feedback and build product credibility.

With Follow-Up, you can send review requests either automatically through automations or manually for individual orders. This article explains both methods to help you efficiently manage your Amazon review requests.

Important Note: Amazon permits only one review request email per order. Once a review request has been sent, no additional review requests can be submitted for that order.

Sending a Review Request via Automation

1. In Follow-Up, go to the Email Automation window from the menu on the left.

2. In the Email Automation window, click the blue New Automation button at the top right corner.

3. On the Automation Selection window, you will see the option to create your own automation, along with Follow-Up’s premade automations. If you want to target only a specific SKU or set of SKUs, you will need to create an Automation from scratch. But if you are simply automating sales of all SKUs to trigger an email requesting a review, select the Request a Review option using ‘Amazon’s default’ template.

Note: Amazon has strict rules limiting a seller’s direct contact with customers. It only allows one message to be sent requesting a review or seller feedback, so be very careful that you have not automated multiple messages previously, either in Follow-up or on Seller Central asking for reviews.

4. On the Editing Automation window, you can modify the conditions of the automation. Follow-Up’s template presets the wait time for the email to 12 days after the order was placed on Amazon. If your product takes longer for people to use and to determine whether their experience is positive or negative, you can edit the timeline to a longer period. Helium 10 recommends allowing customers sufficient time to receive and use your product.

You can edit the Wait time or change the content of the message to use a previously written email. Amazon requires review request emails to be sent no sooner than five days after a sale and no later than 30 days. The preset content of the review request message exactly matches Amazon’s approved message and also complies with Amazon’s customer language preference settings.

Under the Filters channel, you can change the conditions under which product sales trigger the message being sent. For example, you may not want people who purchased the product at a special 50% off promotion to write enthusiastic reviews about how they only paid half the price for the product. You can also filter by marketplace, ASINs, SKUs, and other factors.

5. Once you are satisfied with the Request a Review and Seller Feedback conditions, click the blue Save and Exit button at the top right corner.

When your customer makes a new purchase of your products, Follow-Up will now send them a review request email, as long as they have not opted out of receiving seller emails.

Sending a Review Request Manually

From the menu on the right, open the Orders page inside Follow-Up.

Select the checkbox next to the order(s) you’d like to take action on.

Select "Request a Review" from the displayed options. Your request will be added to the email queue and automatically scheduled for sending.

Sending Review Request Emails in Bulk

1. From the menu on the right, open the Orders page inside Follow-Up.

2. Set the “Rows per page” to 100 at the bottom of the page, then hit the check box at the top of the page.

3. Hit the Request a Review button to send the emails.

Important Note on Automation Timing

Follow-Up Automations are not retroactive. This means automated emails will only apply to new orders after you create and activate an automation. Orders placed before activation will not receive automated messages.

If you need to contact customers from past orders, Follow-Up allows you to manually send a message or review request:

Messages can be sent for orders placed within the last 30 days.
Review requests can be sent for orders delivered within Amazon’s 5–30 day window.
Manually sent review requests will not be sent right away. They will be added to the queue and scheduled for sending.

For users who are sending customized review request messages. Helium 10 has removed the following tags in Follow-Up in compliance with Amazon’s update on communication guidelines. This update has taken effect on January 29, 2026.

[[CONTACT-LINK]]
[[REVIEW-LINK]]
[[FEEDBACK-LINK]]

The templates that contain the tags will only be on plain text, and buyers will no longer be redirected to Amazon page to leave a product review or seller feedback. With this update, Helium 10 strongly recommends users to utilize review request automation using Amazon’s standard template for full compliance.