How To Get Tons of Amazon Reviews For Your Book (Or Product)

The Toilet Paper Entrepreneur has 400 reviews in Amazon

Unlimited Real, Legit Amazon Reviews

Being that I am an, admittedly, relatively unknown author of business books, it was clear that I needed to show credibility immediately. A pretty book cover with a catchy title may get someone to look at your page on Amazon, but it is unlikely to get them to buy it. Ultimately, for a consumer to buy your book, product or service, they want to trust they are making a good decision. No one wants to get suckered into buying crap.  The proof?  Tons of legit Amazon reviews.  But how. . . how do you get Amazon reviews for your book?


They Need Social Proof

If you read Yes! by Robert Cialdini or any other of the countless books about behavioral influence, you surely have been exposed to the theory of social proof. The concept works like this – humans are hardwired since the “invention” of man to be herd animals. Our decision making is greatly influenced by others, often subconsciously.

When we see someone else do something before us, our mind takes a shortcut and assumes it is safe. If we observe many people doing something, our mind subconsciously determines it is likely smart to do the same. While the our subconscious may be misguiding us at times – like when a mob starts flipping cars and burning shit – the social proof mechanism typically works in our favor.


You Need Social Proof

As an author of a book (or a manufacturer of a product) the more I can show prospects that others have read my book and had a favorable experience, the more likely they are to buy a copy for themselves. What better way to show prospective consumers of your product social proof then to have dozens or hundreds or thousands of reviews. The more, the better.


An Overview To Getting Amazon Reviews (That Are Legitimate)

Let me start by saying this. . . there are some authors (and product manufacturers) who post reviews of their own products.  In other words, the reviews are fakes.  A recent case with author RJ Ellory, caught him red handed writing fake reviews under pseudonyms about his own books, and if that was not enough he wrote disparaging reviews about his competitors (under pseudonyms too).

To protect consumers, Amazon is actively improving the platform to thwart review fraud.

The good news is you can get tons of reviews on Amazon for your book or product that is completely legitimate and honest.  The key is to proactively seek out reviewers.  There are a number of people on Amazon who have bought and reviewed products or books that compete with yours.  If you simply identify who these people are, and then offer to send them your product for review, they are likely to do it.  And since they already reviewed a competing product to yours, their review is highly credible.  It is a simple process that works, and here is exactly how I do it.

NOTE: Is it me or does RJ Ellory look like a body double for Zack Galifianakis.


The Exact Process I Developed

I have struggled over the last year, trying to decide if I should “reveal” the process I developed or keep it a secret.  I mean it took me countless hours to figure this method out and code it to be mostly automated.  I thought I could make this into a book, or sell it through consulting or something.  Then I thought. . . I wish someone would have shared this with me back when.  And that is when it hit me.  “Just put it out there, Mike. Help others in a big way.”  Give to give  (my immutable law).

So here it is, the 16 steps I take (over and over) to get a consistent stream of new reviews.  And just to be clear, the pictures next to each step are from my actual process – the way you develop your system may vary slightly.

I hope it serves you well.  I hope your book, your product or your service (this can be adapted to Yelp, Trip Advisors and other review systems) gets the quality and quantity of reviews it deserves!


STEP 1 (Spreadsheet Tracking)

1. Create a spreadsheet (I use Google Spreadsheet) to track the people you will approach to review your product.

2. Highlight a row based upon significant events occurring in your process.  For example, highlight a row yellow when you send your product and green when the review gets posted.


STEP 2 (Find reviewers)

1. Go to the Amazon page for your product or author name (for example, I would go to the Mike Michalowicz author page).

2. Scroll to “Customers Also Bought Items By”

3. Click on an author (e.g. MJ DeMarco), follow Step 3 below and then repeat process for next author.

STEP 3 (Find reviewers)

1. When on a new author page, scroll to “Books by AuthorName”

2. For each distinct book, click on XXX customer reviews to see the reviews.

3. Sort customer reviews by “Newest First”


STEP 4 (Find reviewers)

1. Go to each review and click on the “by” name link.

2. Locate the reviewers details and determine (if possible) way to contact person.  This profile will sometimes include the persons email address, or social media contact info.

* *

STEP 5 (Find reviewers)

1. If no contact info is readily available, try to determine persons contact info by using available info, such as  “Real Name” and location or other criteria.

2. HINT: Many book reviewers also have blogs or another form of websites, so once you find their website you will likely find a wealth of contact information.

3. Enter data into your reivewer spreadsheet, including name, date, contact info.


STEP 6 (Find reviewers)

1. Send an email to contact (copy and paste the email content in the box to the right of this instruction if you like. Just note that my name, Mike Michalowicz, is referenced – an I suspect you will want to change that.).

2. Use “Amazon review question” as the subject line.
3. Update data in the spreadsheet to reflect the send date of the email.

Hi NAME – I just read your review of PRODUCT/BOOK NAME by MFG/AUTHOR NAME and appreciated your insight and candor.  My name is Mike Michalowicz and I am also an author a business book call The Toilet Paper Entrepreneur. I would like to mail you a complimentary hardcover of the book, if you would be interested in doing an honest review of it.  Of course there is no obligation to review it, but I would like to give it to you regardless.If you are interested, please let me know (and give me your address to mail it to) and I will get the book to you ASAP. Thank you!

STEP 7 (Repeat process)

1. Repeat Step 3 through 6 until all reviewers for an author have been analyzed and contacted when possible.

2. Then do for the next Author in the list.

3. Use this method to contact approximately 25 “cold” individuals per week.  You can do more too if you wish, but I found that 25 is a week results in about 5 to 10 reviews a week (once things get flowing).


1. In your mail system, sort out responses by doing a search for “amazon review question”
Note: Occasionally people responding will change the subject line, so this is method does not always identify all responses, but seems to get about 95% of them.

2. Put a flag (I use a blue star) next to each response where the person is looking to get a copy of the book for review.
Note: As standard practice, we always use a blue star next to an email that requires us to send a book.  The blue star is not used for any other purpose.

3. Update the”Contact Responded” date in the spreadsheet with the date the response email comes back


1. Confirm you have received the mailing address for the individual. If not, send a response email asking to get their mailing address.

2. Enter the contact’s full mailing information into your spreadsheet.

3. Highlight the contacts row in yellow. (or whatever color you use to identify you are shipping the book/product.

4. Create a shipping label in USPS or other carrier.



1. Prepare shipment.  The picture to the right is how we pack our books.

2. Include a personalized thank you letter.
3. Also note that I also believe in delivering more then expected, so even though I promised one book to the reviewer I often put in both as a surprise.




1. Reply to the reviewers email. Copy and paste the email to the box in the right (you will want to tweak this email for the bold variables).

2.Update your spreadsheet!


Hi NAME!  I really appreciate you checking out the book.  I am putting it in the mail to you today.I suspect it will take a week or so to get to you.  I hope you enjoy it, and I am really excited and looking forward to your review.  Please drop me a note when you get it (I want to make sure it arrives).Thanks again!- Mike


1. Once the contact information is fully updated, delete the email from that reviewer from the inbox.


1.  I like to really automate things, so I wrote scripts and conditional settings in my spreadsheet.  A Send Now  blue notification will automatically highlight in the spreadsheet if a review of a book has not been recorded (in the spreadsheet) as posted in Amazon within 30 days of mailing the book.



1. Send email (use template to right in the box) to recipient, with the subject line “Amazon review follow up”

2. Change NAME to the name of the recipient and remove the highlighting.

Hi NAME! I wanted to thank you again for offering to do the Amazon review of the Toilet Paper Entrepreneur. I don’t know if you had a chance to do it yet, since Amazon can be a pain in posting it, and it is not beyond me that I may have just missed it.But, either way, do you mind giving me a heads up?I have a call with the team over at Penguin books coming up and I told them a few weeks back that you had offered to review the book.  And they are fired up about it because of your are an “established reviewer” (their exact words).Hope you don’t mind me checking in with you. You are really helping me out, big time, and I really appreciate it.Just in case you need the link, here it is:Amazon Review Submission (click on the “create your own review” button on the page)Thanks again!


1. Change the Send Now to today’s date.

2. The colored section will automatically return to the yellow highlighted color.


1. Once the Amazon review goes live (check your review page daily and check for emails from reviewers saying they posted it), send the thank you email to the righ.

NAME – I want to thank you so very, very much for posting the book review to Amazon. Your honest, thorough review is exactly what my publisher likes to discuss during our meetings.  Thank you again, and I hope the book serves as a valuable resource for you!Wishing you all the best and continued success.- Mike

Tip Of The Iceberg

So there you have it – my method to getting tons of Amazon reviews for you book or product.  I encourage you to print this post out and follow the process step by step.  Then tweak it and make it your own.

This is only the tip of the iceberg.  I have dozens of other systems I have developed over the years and will be sharing them with you here.  In the mean time. . .

Please be sure to put your comments and thoughts below.  Do you like this strategy?  Did the process help you?  Or do you think this in gaming the system?  I want to know your thoughts.


Update (Dec. 9, 2014)

I have developed an even more effected method that assures you get Amazon’s Verified Purchased Reviews.  Enjoy!


123 thoughts on “How To Get Tons of Amazon Reviews For Your Book (Or Product)”

  1. This is a process that works! I believe it provides value to both parties involved, it is a win-win situation, which is really good at a time in human history where it seems looking out for #1 is more rewarded then reprimanded.

  2. Your system is much more data oriented, but yes! Have been doing something very much like this, as have some of my clients. It DOES work! I don’t think it’s gaming the system. You’re asking for something you want and need and giving something of value in return. GOOD system!

  3. I’ve used this exact strategy (minus the automated processes) for my Las Vegas novels “Dice Angel” and “Money Shot.” I have received close to 200 total reviews, most of them positive. I never mind giving away books; it’s just part of the marketing process. Thanks for the info!

  4. This sounds like a good system for those with the money to do it. I’ve worked with self-published authors, for example, who only have the budget for a handful of complimentary review copies. I suppose it could be used on a smaller scale…though fewer reviews would result.
    Mike, please proofread your sample emails–there are several typos. I’d hope anyone using your examples would catch them, and that you don’t send them with errors as well.

    1. Sorry for the typos and while not intentional, I have ironically had a better response rate to emails with natural/real typos. Perhaps the perfect, proofread email is too perfect. Not sure. But I agree with you, typos are lazy. I’m lazy.
      In regards to the cost. One option is to send PDF versions of your book. I don’t think it has nearly the impact of a physical book, but it might.

  5. Awesome strategy. But most people won’t do it because A. It is too hard. or B. They will say they don’t have the time. Or both. I’ve done this, not to your extent/depth, but the same process and it does work amazingly well. Good for you for posting this up Mike, you rock. Just shared it all over the place.

    1. JIM!!!!! You are amazing brother… thank you for sharing it.
      If you would be so kind, please share your sign up link for the Author Marketing Forum you have created. It is the coolest, most innovative way for authors to support each other (and it is free, of course).

  6. I’m actually doing this with another publisher of their books -where I receive free copies, I read them then I go and post my honest review of it. As an author it NEVER occurred to me to apply this process to my own book. Thank you! Thank you!

  7. Nice Mike. I don’t know that I’ll ever be a big-shot author on Amazon in order to put this to use, but I just like that you’re willing to show us what’s working for you behind the scenes. “Give to give” indeed.
    I’ve read some good chunks of your book, and now that I know you like comments on Amazon I’ll be sure to leave one.

      1. The review has been left–it begins “Never has a vegetable inspired my business like this…” and then I go on to explain how the vegetable was a pumpkin and not you Mike. I thought that would be a good clarification to make…

  8. I’m so glad you posted this–I’ve been stumbling around blindly for over 15 years struggling to find ways that will work and are not morally or ethically questionable. The only thing I would change is the follow-up e-mail. It’s a little too much like “bugging” someone, especially since they will be doing you a favor.
    Based upon some of the blogs I’ve read lately, though, some might claim you are “paying” for reviews because you are sending the person a gift (i.e. your book). 😉
    Thanks again.

    1. I guess you could argue that. But I do make it clear that, first they don’t have any obligation to review the book. Second I ask them to do an honest review. I actually use the words “brutally honest” when asking them.
      I in fact had a recent reviewer give me a 2 star who got the book from me using this method.

    1. I have found that about 50% of the reviewers can’t be located, so I skip those quickly. The others I find. It isn’t so bad. And, you can also outsource the work to someone else (perhaps “off shore” if the costs are too prohibitive for you).

  9. This sounds like a good system to try but it costs me between $20 to $25 to send someone my product so I’m not sure this is cost effective. If I had a lightweight, small product I would definitely try this. Thanks for sharing. Any ideas for getting reviews that isn’t so expensive?

    1. Christine, how about a limited quantity pre-sale of the product at a lower price? You could ask these people to give you reviews, in exchange for the chance to get their hands on your product before everyone else. It’s not a huge incentive, but they might be more inclined to do you a favor (write a review) since you’re doing them a favor (giving a better price).

      1. I am thinking of a concept I call a “review circle”, may apply to you. For example I have an interest in a company that makes, among other things, utility knives. These can sell for BIG money and cost us a lot to send out. So instead of sending one to each person, we are inviting them to be in a review circle of 10 people. We pay to ship it to each person from the prior, and each person gets the knife for a week to evaluate.

  10. An interesting idea, though no good for me at the moment as I only have an ebook available.
    What hah helped me though, is a simple message in the back of the ebook, politely requesting a review, mentioning how valuable this can be to an author, and providing a link to the book’s page on Amazon to make it super easy for the reader. So far this has resulted in over 200 unique reviews, so pretty sweet! I tell everyone to do it, as it costs nothing, bothers no-one, just revolves around a subtle hint to someone who is already a reader – but probably, like 99% of readers, wouldn’t normally bother reviewing. Strike while the iron is hot so to speak, as soon as they’ve finished your book – and give them the tools, ie. a link to Amazon and a suggestion that the review only needs to be a couple of lines! Result: conversion.

    1. Tony – You can do it with an ebook! Assuming it is listed on Amazon, obviously.
      THANK YOU FOR THE TIP – That is a great idea with the request in the back of the book. That is a tremendous number of reviews that you have received.

  11. Hi – Great idea. I am trying to get reviews of my new novel 2113 and will use this strategy. Actually, I am going to change it a little and reduce the price to $0.99 and then gift review copies away. This will cost me a net $0.65(?) per gift copy. Anyone interested in a gift copy, please get in touch. Thanks Allen

    1. Allen – That is a GREAT strategy. I am actually going to write another post about that technique specifically. When you gift it to someone (even for 0.99) it will result in a “Amazon Verified Purchase” for the review. That supports the credibility.

  12. Many thanks. I’m excited to see that you suggest doing this on an ongoing basis, so I don’t need to feel that I’ve missed my chance for titles I’ve already published. In terms of people talking about trying to automate it further, you could hire someone to do the steps of searching out appropriate reviewers. Sure that costs money, but most promotional tactics do.
    I already did step 1 “print out this post”….. I’m on my way now.
    – Anne Emerick, creator of No-Work Spanish audiobooks

  13. Wow! Mike I love the automation of this strategy. I will definately be setting something like this up for the Travel Journal. I have been trying to get everything written down and automated for all of my “tasks” in my business. It is arduous and time consuming but seems like it would be worthwhile in the long run. Thanks for sharing. I love the way you give to give!

    1. Hi Kim – I am so happy you can use this process in your business. It took me a long time to get this process going in my business (so, yes it is arduous), but once it was in place I was all set. Another 25 emails are going out this morning (my assistant does it).
      If you don’t mind, keep us posted here on how well it works for you! Best of luck with it Kim.

  14. This is a great idea and I am keen to try it. Just one question – a while ago I asked people who had my book to do a review and not everyone had bought it from Amazon (some had bought it directly from me). Whey they tried to review it they couldn’t because they hadn’t bought it from there. Is this likely to be a problem at all? (I assume not but I am wondering why those people couldn’t post a review).

    1. Nope, it is not a problem. The only thing is the reviewer MUST have an Amazon account and made a purchase of at least one product (any product) since they set up the account.
      When they do a review of your book, and did not buy it from Amazon (in other words, they bought it on B&N or direct or received it as a gift) the review will still post (assuming the above parameter I specified). When they do buy it from Amazon it will add that it is a “verified purchase”.
      There is also Amazon Vine – which is “certified” reviewers who are identified by Amazon to be the best/strongest reviewers.

  15. Hi Mike, thanks for sharing your experiences, which I find very helpful. And I like the spirit that carries your posts – a lot of positive energy 🙂
    I wish you all the best! Best regards from Vienna, Austria

  16. Mike, This is one of many great blogs, but you have gone above and beyond here. You are helping so many small business owners & you don’t even know it. Helping people unselfishly is what I like about you the most. You deserve to be shouted out about on a regular basis for all that you share & are willing to share.
    FANTASTIC job!
    Giant HUGS!

  17. Thanks for sharing your review strategy. I’m looking forward to trying it. BTW, I reviewed your book on my site a few months ago.

  18. Probably the second best idea you’ve ever had Mike! I’ve recently entered into the mobile app space (Android phones and tablets) and I’m thinking about ways to get reviews for apps. Unfortunately, I can’t see any way of getting in contact with existing reviewers. Any ideas?

      1. Ha! I can’t even remember what I was thinking when I wrote that.
        “second best” is a line I’ve used before to get peoples attention (because they always ask, what’s the first). I usually have an answer when they fire back the question.. umm.. your first best idea was probably TPE 😉
        I’ve actually figured out a few ways to get more reviews for my apps since you wrote this. Your advice was a great help though!

  19. Mike that is such a brilliant article and laid out so clearly it will be easy to replicate. In fact, I’ve just sent a link to this article to my assistant and have put her in charge of implementing this for my books. Thanks heaps.

  20. Wow, articles like this is how someone gains loyal fans! And I am now one of your fans for sure. The information really helps me see step by step what needs to be done. Thanks Mike, so very appreciated. Sharon

        1. AWESOME!!!! I so hope that you like it. And, of course this question almost goes without saying… may I be so bold as to ask for an honest review of the book when you are done? Even a one liner is fine… just want to have an honest review! Thanks!!!!

  21. Hi Mike. Thanks heaps for sharing this. I don’t think this is gaming the system. I think its a great strategy. Much appreciated.

  22. Hi Mike. Thanks so much for sharing this: I understand how you felt when you considered packaging the info for sale but I am so glad you opted to share. Can’t wait to try it–hoping to publish my first novel in the next few weeks.

  23. Mike, very useful info and I hope to use it as my ebook on how to sell technology services comes out. Did you find that the Amazon reviews contributed to speaking engagements and more clients for you?

    1. Raj – When it comes to speaking engagements and clients, I have found that it is near impossible to judge. But I have a theory that it adds to credibility. Meaning that the need for customers (people) to take action we seek social proof. The social proof gives us confidence. So, when I am considered for a speaking engagement I think people, on occasion, may take a quick peak at my books on line. The more they see in reviews, the more confidence they may have in booking me.
      I would go so far as to conclude that if two speakers were being considered for a speaking event and all things were equal, except one had 300+ reviews on their book and the other had 17 reviews that the one with 300 reviews would win out.

  24. You did the right thing sharing your system. My only reservation about it is in Steps 14 and 16 I think the gratitude is a bit over the top. They aren’t doing something THAT magnificent that requires as much humility–your thank-you letters, IMO, border on groveling. Dial it back just a bit. Otherwise, good luck; with all your hard work you will no doubt succeed.

    1. Marcy – Thanks for pointing that out. I have the tendency to show too much appreciation. The funny thing is it seems “natural”, but you are right… too much is too much. And it ultimately comes across as insincere. I appreciate the honesty and hope you can use the system! Rock on!

  25. This is a practical system. Thank you for your generosity of sharing with us. I have not applied it yet, but will certainly do. Truly wish that I had known it earlier. I agree with you about “over deliver”. “Over deliver” is almost always a good practice, especially when asking for help. Your effort is greatly appreciated. I also look forward to learning the other systems that you had developed…

  26. Loved the Toilet Paper Entrepreneur, I’d be happy to review The Pumpkin Plan! You’re probably better off not sending me a copy though because sooner or later I’ll buy it and review it on my blog.

  27. What refreshing detail! Thank you. It’s an excellent system that is a legitimate method for finding people who are both interested in and qualified to review your books. Now what about those “other” systems? Are you ready to sell those? Based on this sample I’d happily pay for more!

    1. That is absolutely correct. This will get you many reviews, but of course are less credible (even though they are totally legit) than the Verified Purchase ones. I have a process I have developed for that. I just need to get myself to writing the article for the process… it is a few additional steps.

    2. Hey JD – That is correct. This process brings lots of LEGIT reviews, but they won’t be listed as verified. Verified purchases are absolutely more valuable and there are a few ways to get there. One method is once you get someone interested in reviewing your book, that you gift it to them through amazon (meaning you need to pay for it). I have another method, that is extremely powerful in getting verified reviews without needing to seek out people to do reviews. I am going to write a post on the process sometime soon. I have found that my new process, running in parallel with the one I shared in this post… has brought in a consistent stream of reviews – some not verified purchases, by most of them are verified purchases that the review bought on their own.

  28. Nice article Mike, thanks for sharing. If anyone would like their nonfiction book reviewed, please get in touch Twitter @darrenstock911

  29. Hi Mike, How about getting reviews that say Amazon Verified Purchase. Is there a way to send the product to the reviewer as a gift on Amazon and then have them directly review it and show up as Verified Purchase. Do you know if this can be done. I would appreciate any tips you have for this.

      1. Just a reminder – your method to getting Verified Purchase reviews on Amazon? I know you’re busy, but that’s one you’ve been hinting at for months now, and I’m chomping at the bit here!

  30. I tried this process, but my results were poor for one reason. STEP 4 is impossible. As far as I can tell, Amazon gives no contact information for any of their reviewers. The rest of the process looks great, but it can’t work if you can’t find an email address for a potential reviewer.
    I tried doing web searches on reviewers — it’s time consuming and I feel like a stalker. After a half hour, I got exactly zero email addresses and gave up.
    Am I missing something?

    1. Jim – You need to do some research. Hope on google and search for the persons name and location and any other information. Yes it is time consuming for sure. But I have about a 20% success rate in finding contact info and blaze through to the easy ones (some folks do list their email address). I have another approach that I am using with even more success and will write the article by this fall when I have some time to document it all.

  31. I have scheduled my KDP Select free giveaway. I was thinking of collecting email addresses of potential reviewers and scheduling a separte email to each of the on the first day of the giveaway.
    It would ask for their review and encourage them to download the Kindle version for free. I could also offer to mail them a print copy if that helps.
    Does my idea work? Has anyone done it?

  32. I know I’m the first to post in a couple of years but wanted to say a BIG thank you for posting this! I was searching for ways to get reviews for my new products (skin care – competitive and very based on reviews)…. and found your article, golden!
    It’s logical and will be more successful in actually getting reviews instead of the ‘cold asking’ I was doing before. With your method, the customers are already ‘reviewers’, so they have a higher chance of feeling comfortable actually leaving a review on Amazon in the first place.
    So thanks again. A ton of value, and you have a new follower in moi.

Leave a Reply

Your email address will not be published. Required fields are marked *

Listen to Mike’s podcasts on your favorite app: