Amazon sellers and brands
Testimonials on an Amazon Storefront
An Amazon Brand Store is built from Amazon’s own pages and tiles, and its content policy is strict about proof. Third party reviews and anything that could be confused with Amazon Customer Reviews are not allowed, Amazon reviews you quote must be verifiable and unnamed, and web addresses and QR codes are banned. So the testimonials you collect yourself do not go into the Store. This page sorts out what can go where.
- Check one testimonial against the Store rules
- See why outside proof stays off Amazon
- Find the places your own proof can go
The problem, solved
Your testimonials and Amazon’s rules
Policy points below are summaries of Amazon pages read on 2026-11-14. Read the current version for your marketplace before acting.
Can our widget go in the Brand Store?
Amazon’s Stores guide describes pages built from tiles, product grids, images and video, and mentions no way to add custom code, while the content policy bars third party reviews.
With StoryProof: Put the widget where you control the page: your own website. The embed is two lines of HTML for a site you run, not for Amazon’s builder.
Our best quotes came through our website
The Stores policy prohibits third party customer reviews, star ratings or other elements that could be confused with Amazon Customer Reviews.
With StoryProof: Keep them on your own product pages and your Wall of Love, a hosted page of the testimonials you approved.
Can the Store link to our testimonials?
The same policy says a Store must not contain contact details such as web addresses or phone numbers, or QR codes.
With StoryProof: Share the Wall of Love link through channels you own instead, such as your website, your email list and your social profiles.
Can we email Amazon buyers for videos?
Amazon’s communication guidelines, as shown in search results, bar external links in buyer and seller messages unless they are needed to complete the order.
With StoryProof: Send requests only to people you added yourself, such as customers of your own store. StoryProof sends requests by email, never SMS.
We also sell on our own site
Direct orders are the place where you do hold the customer relationship and the email address.
With StoryProof: From Pro, your own store can send an order webhook and the customer gets a review request a week later. Amazon orders are not part of this.
Flip the switch to see how StoryProof handles each one.
Placement check
Where can this piece of proof go?
Answer for one testimonial or review. The result is a reading of Amazon’s published rules, not legal advice.
Your answers are scored in your browser. Nothing is stored or sent.
Amazon surfaces and proof, at a glance
In StoryProof
Put your own proof where it is allowed
Step 1 of 4
Read the current Stores policy
Open Amazon’s Stores content acceptance policy for your marketplace and note the review and contact detail sections.
Step 2 of 4
Collect from customers you hold
Add contacts from your own store or email list and send requests by email.
Step 3 of 4
Build a widget for your product pages
Choose the approved testimonials for each product page on your own site and embed the widget there.
Step 4 of 4
Share the Wall of Love off Amazon
Link it from your website, newsletter and social profiles, never from the Store.
Before you start
Read this before acting
What this does not cover, and what to check on your side. Better to know now than after launch.
- 01
Not legal advice
This is a plain reading of Amazon policy pages as of 2026-11-14 and is flagged for legal review. Amazon’s current text governs.
- 02
Some rules seen only in search
The detail page rules and communication guidelines sit behind Seller Central and were seen as search result summaries. Read them in your account.
- 03
No Amazon integration
StoryProof does not connect to Amazon, read Amazon orders or bring in Amazon reviews. Do not paste Amazon reviews into StoryProof.
- 04
Marketplace differences
The Stores policy itself notes locale rules, for example that customer reviews are prohibited in Stores in Japan.
FAQ
Questions people ask
Short answers to what usually comes up next.
Can I show testimonials from my website in my Amazon Brand Store?
Amazon’s Stores content acceptance policy prohibits third party customer reviews and anything that could be confused with Amazon Customer Reviews. Testimonials collected on your own site fall on the wrong side of that.
Can I quote my Amazon reviews in the Store?
The policy allows Amazon Customer Reviews if they are verifiable on the associated detail page, shown without the customer’s name and not edited, apart from ellipses to shorten them.
Can I put a QR code to my testimonials on Store images?
No. The Stores policy lists QR codes and web addresses among the contact details a Store must not contain.
Should I copy my Amazon reviews onto my own website?
This page does not recommend it. Collect testimonials from your own customers for your site, and let Amazon reviews stay on Amazon.
Still have a question? Ask the StoryProof team or book a demo.
Build proof on the channels you own
Collect from your own customers and show it on your site, where the rules are yours.
Sources
- Stores content acceptance policy, Amazon. Checked 2026-11-14.
- Getting started with Stores, Amazon Ads. Checked 2026-11-14.
- Product detail page rules, Amazon Seller Central. Checked 2026-11-14.
- Communication guidelines, Amazon Seller Central. Checked 2026-11-14.
Last updated 2026-11-14.