Brands should time review requests around when a customer can reasonably evaluate the product.
That is especially important for products where the value is not obvious on day one. Supplements, skincare, durable goods, setup-heavy products, and products with a learning curve may need more time before a customer has a meaningful opinion.
Timing should fit the product
A review request sent too early can create shallow feedback or frustration.
The right timing depends on the product experience. Some products can be evaluated quickly. Others need repeated use, setup, installation, taste testing, or a full usage cycle before the review is useful.
Amazon rules still apply
Amazon’s Communication guidelines allow certain permitted messages, including review requests, but prohibit language that tries to influence ratings or reviews.
That means timing does not make pressure acceptable. The request should be neutral, voluntary, and free of rating direction.
The practical takeaway
Review-request timing should match customer reality.
Brands should give customers enough time to experience the product, use approved request paths, and avoid any language that asks for a positive review, filters unhappy customers, or suggests a desired rating.