In Amazon’s Customer Reviews help page, the company says reviews help customers learn more about a product and decide whether it is right for them. Amazon also says reviews are meant to give customers genuine product feedback from fellow shoppers.
How does Amazon describe the purpose of customer reviews?
Amazon says on its Customer Reviews help page that customers can submit opinions that are both favorable and unfavorable.
That framing matters. Amazon is not describing reviews as a promotional tool for sellers or brands. It is describing them as a customer-to-customer feedback layer inside the shopping experience.
What kind of feedback does Amazon say reviews should provide?
Amazon says in the same help page that customer reviews should give shoppers genuine product feedback from fellow customers.
That means the review system is meant to help customers understand how a product performs in real use, not just what the listing claims.
Does Amazon say reviews can be positive or negative?
Yes. Amazon says customers are encouraged to share opinions that are favorable or unfavorable on the Customer Reviews page.
For a marketplace operator, that is a useful reminder that Amazon frames reviews as a credibility mechanism, not as a one-directional endorsement system.
What does Amazon say reviews are not for?
Amazon says on the Customer Reviews page that it does not allow anyone to write reviews as a form of promotion.
Amazon expands on that point in its Understanding Customer Reviews and Ratings page, where it says it uses submission requirements and review checks to help ensure reviews come from genuine customers and comply with its guidelines.