Legal

Can you use Amazon reviews on your own website?

16 August 2026 · JustReview

Half of them. “Amazon reviews” is two different things wearing one name, and only one of the two is still available to anybody, us included. Seller feedback, the star ratings and one-line comments buyers leave about your shop, is published on your own seller profile, is a statement about your business, and still arrives in our importer today. Product reviews, the long ones written about an item, went behind a login in late 2024 and stopped being collectable by any tool at all.

We can put a date on the second half rather than an anecdote, because we were importing those reviews when it happened. This post is what 378,126 Amazon reviews across 113 businesses look like from inside our production database, counted on 16 August 2026. It is not legal advice and we are not lawyers. It is the part of the answer that most articles on this topic skip, which is what is still technically possible before anyone argues about what is permitted.

Two things share the name

Seller feedback is left after a transaction, on the seller profile at /sp?seller=.... It describes you: whether the item arrived, whether it matched the listing, whether you handled a problem. It is public, it names its author, it carries a date and a rating, and it is the only Amazon record that is genuinely about your business.

Product reviews are left about an item, on the product page that every merchant selling that ASIN shares. If three sellers offer the same item, the reviews under it belong to the item, not to any of them. That distinction matters before the legal question even starts: republishing a review of a product as though it were praise for your shop is a misrepresentation regardless of who owns the copyright in the words.

In both cases the person who typed the review owns the text. What differs is whose reputation it describes, and whether the page it sits on can still be read.

The half that stopped, with the date attached

Our database holds 337,483 Amazon product reviews for 89 businesses, across eleven marketplaces. The oldest was written on 1 December 2003. A handful carry a date of 1 January 1970, which is what a missing date looks like after it passes through a date parser, and we leave them visible rather than quietly repair them.

Here is every marketplace we ever imported product reviews from, sorted by how much is frozen:

Six marketplaces stop on the same day. That is not six connectors failing, it is one door closing.

The monthly import curve says the same thing in a way that rules out a slow decay, and this is the part we had not looked at until we wrote this post:

A source that is getting harder to read tapers. This one produced 105 rows in its final month and then nothing at all, for 653 consecutive days up to the morning we published this. The largest single archive in the set belongs to one merchant holding 65,251 Amazon product reviews whose most recent entry was written in February 2024. They own an enormous, permanently sealed museum.

Those rows are still displayable: 337,350 of the 337,483 are marked visible, so real websites are showing them right now. We are not deleting them, because they were collected while the pages were public and each one still carries its author, rating and date. We are also not pretending they are a live feed, which is the honest reading of a wall of reviews where the newest one is two years old.

The half that still arrives

Seller feedback is a different story on every axis. 40,643 reviews for 70 businesses, and the importer ran this morning:

In the last 30 days that channel delivered 3,096 new reviews to 23 accounts. It is smaller than the frozen archive by a factor of 8.3, and it is the only half that grows.

Where the legal question actually lands

Three separate layers hide inside “can you use these”, and they fail in a fixed order. We wrote the long version of this for Google reviews; Amazon differs only in which layer bites first.

Access. Can the data be obtained without breaking the terms of the site it lives on? For seller feedback, yes: it is a public profile page, and it is your profile. For product reviews since November 2024, no, and that answer arrives before copyright gets a turn. Content you cannot read without signing in cannot be collected at scale without doing something the login was placed there to prevent. Amazon’s own affiliate API does not return review text either, so there is no sanctioned route left that a widget could use.

Attribution. The buyer owns their words. Display them unedited with the author name, the rating, the date and a path back to the source, and you are quoting. Remove any of those four and you have converted someone else’s statement into your own copy.

Presentation. This is consumer protection law rather than copyright, and it catches careful people, because every individual element can be true while the display as a whole is a false claim. Showing only the five-star feedback is the standard example. Showing a product review as if it were a review of your shop is the Amazon-specific one.

The practical rule that falls out: your exposure tracks how you got the reviews far more than which platform they came from. We keep a plain-language page on which sources arrive through owner-authorised access, including how a platform can ask us to stop, because we have been asked before and we complied.

What the numbers mean for the page you are building

The two halves also read differently, and this changes where you put them. Average length of a stored Amazon product review is 209 characters. Average length of seller feedback is 61 characters, roughly a sentence: “Fast delivery, well packed, exactly as described.” Average rating runs 4.54 for seller feedback against 4.28 for product reviews, so the live half is both shorter and warmer.

Design for what you actually have. Sixty-one characters will not fill a testimonial card built for a paragraph, and forty of them stacked in a column looks like a receipt. Seller feedback earns its keep as volume and as a rating summary near the price or the checkout button, where the question in the buyer’s head is “does this shop ship properly”, which is precisely what that feedback answers. Save the long-form cards for sources that produce long text, then run both from one widget, which is the setup covered in putting marketplace reviews on your website.

One more number worth acting on. Of the 89 accounts holding an Amazon product archive, only 46 also have live seller feedback connected. The other 43 have Amazon proof that has not moved since 2024 and no second Amazon source at all. If that is you, connecting the seller profile costs one step and turns a museum back into a feed.

How we handle it

Connect your Amazon seller profile and the feedback syncs on its own schedule, with the buyer name, rating, date and source link kept together on every card, because there is no field for editing the text. You can hide an individual review, which exists for feedback that is genuinely about a courier rather than your shop, and not as a rating filter. Marketplace sources sit on the paid plans rather than the free tier, and the pricing page has the detail; the trial is long enough to see your real import before you decide.

Two caveats we would rather state than have you discover. If your Amazon product archive predates November 2024, we will keep showing it and we will not refresh it, because nobody can. And this post describes our data and our product; if you sell in a regulated category, ask someone qualified before you publish claims built on reviews.

The short version

You can use Amazon seller feedback on your own website, it is about your business, it is public, and it still updates every day. You cannot build a live feed of Amazon product reviews, and our import log puts the end of that road on 1 November 2024, 653 days ago. Any tool telling you otherwise is selling an archive with a fresh label on it.

To move the half that still works, create an account, connect your seller profile and put an Amazon reviews widget on the page where people decide.