Brands should think about review timing as part of the customer experience, not just as a post-purchase automation.
Some products need time. A customer may need to install the product, use it repeatedly, try it in a real routine, or wait long enough to know whether it met expectations.
Match timing to evaluation
The best review timing is usually the point when the customer can leave useful feedback.
That point varies by category. A household item may be evaluated quickly. A skincare, supplement, durable, or setup-heavy product may need more time.
Stay neutral
Amazon’s Communication guidelines allow review requests in permitted messages, but they prohibit attempts to influence ratings or reviews.
So the timing can be thoughtful, but the request still needs to be neutral. It should not ask for a positive review or imply that a certain result is expected.
The practical takeaway
Delayed-experience products need patience.
Brands should request feedback when the customer can reasonably evaluate the product, and they should keep the request voluntary, neutral, and inside Amazon’s rules.