You finished the book, published it and told everyone you know. Then the product page sits there with zero reviews, and new readers scroll straight past. This is one of the most common problems new authors talk about: thousands of new titles appear every day, and without reviews a book can be almost invisible. The good news is that you can build reviews steadily and honestly. The bad news is that the shortcuts, such as paying for reviews or swapping them with other authors, can get reviews deleted and put your account at risk. This guide shows you a practical, rule-safe way to get your first reviews and keep them coming.
Why reviews matter so much for a new book
Reviews do two jobs. First, they are social proof. A reader who has never heard of you is taking a risk with their money and their time, and honest comments from other readers reduce that risk. Second, reviews make your other marketing work better. Ads, newsletter promotions and social posts all send people to your product page. If that page has no reviews, many of those visitors leave without buying, so you pay for clicks that do not convert.
No one can guarantee a number of reviews or a star rating, and you should be wary of anyone who does. What you can control is how many genuinely interested readers get your book and how easy you make it for them to share what they thought.
First, know the rules
Amazon's review rules are short, but breaking them is the fastest way to lose the reviews you worked for. At the time of writing, Amazon's KDP help pages and Community Guidelines say, in summary:
- You may give free or discounted copies of your book to readers, as long as you do not require a review in exchange or try to influence what they write.
- You may not offer anything else for a review. Gift cards, cash, refunds, prize draws and free products all count as compensation, and Amazon says reviews given in exchange for them will be removed.
- People close to you should not review your book. The guidelines exclude reviews from family members, close friends and people with a business or financial interest in the book. That can include anyone who worked on it.
- Review swaps are not allowed. "I will review yours if you review mine" is an exchange, even when no money changes hands.
- Reviewers must meet Amazon's eligibility requirements, and every review is checked before it appears, which can take a few days.
These policies change, and they differ slightly between countries and stores. Before you start any review campaign, read the current Customer Reviews page in the KDP Help Center and Amazon's Community Guidelines. Many countries also have consumer-protection laws against fake or paid-for reviews, so the same honest approach protects you everywhere.
Before launch: build a reader team
The best time to start working on reviews is several weeks before your publication date. The idea is simple: give early copies to readers who are likely to enjoy the book, so some of them are ready to leave honest reviews soon after it goes live.
1. Start with a book that is ready
Early readers notice typos, confusing structure and formatting problems, and they mention them in reviews. Send out a final, edited version, not a rough draft. If you are not sure the manuscript is there yet, a round of professional book editing before your advance copies go out is usually money well spent, because first reviews are hard to undo.
2. Decide who should get an advance copy
Look for readers who already enjoy books like yours and who are not close friends or family. Good places to look include:
- Your email list, even if it is small. These people chose to hear from you.
- Your existing audience: clients, workshop attendees, podcast listeners or social followers who are interested in your topic, not just in you personally.
- Genre and topic communities: online groups and forums where readers of your genre or subject gather. Always follow each group's rules about self-promotion.
- Book bloggers and reviewers who cover your genre. Read their submission guidelines first and respect them.
- Advance review services that connect authors with readers. If you use one, check that its process follows Amazon's rules and never promises positive reviews.
3. Write a clear, neutral invitation
Explain what the book is about, who it is for, when it launches and how readers will receive their copy. Then ask for an honest review if they feel like writing one. Do not ask for five stars, and do not suggest what to say. A simple line such as "If you enjoy it, an honest review after launch would mean a lot, but there is no obligation" keeps you within the rules and treats readers with respect.
4. Make it easy to follow through
Give readers a realistic reading window, send one friendly reminder near launch day and share the direct link to the product page once the book is live. Many reviewers also mention that they received a free copy, which is a good habit to encourage.
Expect that only some advance readers will post a review. That is normal, so it is better to invite a larger group of well-matched readers than a handful of people you hope will all respond.
At launch: turn interest into reviews
Launch week is when your reader team, email list and wider audience all hear that the book is available. A few practical steps help:
- Check your product page first. Make sure the description, categories, author bio and formats are correct, and that your ebook and paperback are linked so reviews appear together. Our guide on how to self-publish a book on Amazon KDP covers this setup step by step.
- Email your list on launch day with the link and a short, neutral invitation to share an honest review once they have read the book.
- Thank your advance readers and send them the live link. Some will have been waiting for it.
- Keep the ask low-pressure. Repeated pushing feels like pressure, and readers notice.
After launch: keep reviews coming
Reviews should not stop after launch week. These steady habits help a book keep collecting them for months and years:
- Add a short note at the end of the book. A brief, polite request on the last page, at the moment a reader has just finished, is one of the simplest ways to get reviews. Keep it neutral and honest, for example asking readers to share what they thought.
- Grow your email list. Offer a useful bonus, such as a checklist, a bonus chapter or a resource related to the book, in exchange for signing up. Each new book or promotion then reaches readers who already know your work.
- Use your platform. If you speak, coach or run a business, mention the book in talks, workshops and client resources. Readers who meet you through your expertise are often the most engaged reviewers. A clear author brand, with a website and a consistent bio, makes these connections easier.
- Run occasional price promotions that are allowed under your platform's rules. More readers usually means more reviews over time.
- Publish the next book. Readers who enjoyed one book are more likely to pick up and review the next one, and the reviews often lift each other.
Mistakes that cost authors their reviews
- Buying reviews, including "review packages" that promise a set number of positive reviews. Besides breaking the rules, these reviews are often removed, and the account can be penalised.
- Swapping reviews with other authors or in "review for review" groups.
- Asking friends and family to post reviews. Amazon may detect the relationship and remove them. Ask them to share the book with their own networks instead.
- Offering rewards, such as gift cards, giveaways or refunds, linked to leaving a review.
- Arguing with negative reviews. Replying publicly or asking reviewers to change their rating rarely helps and can damage your reputation. If a review truly breaks the guidelines, for example by containing abuse or spam, use the Report link and let Amazon's team decide.
- Launching with no plan. Publishing first and thinking about reviews later is the most common reason books sit at zero for months.
What about negative reviews?
Every book that reaches enough readers eventually gets a critical review, and a mix of ratings can make a product page look more credible. Read critical reviews calmly. If several readers mention the same problem, such as typos, a confusing opening or a formatting issue, treat it as useful feedback. You can usually update your files, and Amazon's help pages explain how revised editions and their reviews are handled.
Frequently asked questions
How many reviews does a book need?
There is no official number. Any honest reviews are better than none, because even a few give new readers something to go on. Focus on steadily reaching the right readers rather than on a target figure.
Can I give my book away free in exchange for a review?
You can give free or discounted copies, but you cannot make a review a condition of receiving the book, and you cannot ask for a positive one. Invite an honest review with no obligation.
Can my friends and family review my book?
Amazon's guidelines exclude reviews from people with a close personal or financial relationship to the author, so they may be removed. Friends and family can still help by recommending your book to others.
Why did my review disappear?
Amazon checks reviews against its Community Guidelines and may remove those it considers biased, incentivised or spam. Reviewers can also delete their own reviews. If a reader asks about a missing review, the KDP Help Center suggests they contact Amazon's Community team directly.
Are paid review services ever allowed?
Paying for reviews is not allowed. Some services charge authors for distributing advance copies to interested readers, with no guarantee of a review or rating. Check any service against Amazon's current rules before you use it.
Get help building a review plan
Reviews come from a good book reaching the right readers at the right time, with a clear, honest invitation. If you would rather not plan that alone, our book marketing team can help you build an advance reader strategy and a launch plan that follow the platform rules, and our Amazon KDP publishing service makes sure your product page is ready for the readers you bring in. With 500+ books published, we know how much a well-planned launch matters. Book a free consultation or call us at +1 205-301-7751 to talk through your book. There is no obligation.