Review sources

How to put marketplace reviews on your website: Amazon, eBay, Allegro

30 July 2026 · JustReview

Ask the internet how to show your Amazon or eBay seller feedback on your own website and you get back a pile of help-centre articles explaining how marketplace feedback works. How buyers leave it. How the star average is calculated. How to respond to it. Almost nobody answers the actual question, which is how to take a trading record you spent years building on someone else’s platform and put it on the site you own.

That gap is odd, because for a lot of shops the marketplace profile is the only place with real social proof. A seller with 4 000 eBay feedbacks and eleven Google reviews has the trust problem backwards: the proof exists, it is just parked on a domain that competes with them. This post is about moving it, what is technically possible in 2026, and what is not.

What each marketplace actually publishes

The only thing that matters technically is whether the profile is readable without a login. That single fact decides whether a feed can be built and whether it can keep refreshing.

Amazon publishes seller feedback on the seller profile page, the one at /sp?seller=.... That is public and it updates. Product reviews are a different story and we will come back to it, because it is the single biggest piece of misinformation in this category.

eBay publishes the feedback profile openly, including the comment text, the rating and the date. It is the richest marketplace source of the lot, and the one with the most volume per account.

Allegro publishes seller ratings on the seller page. For Polish shops this is usually the largest pile of proof they own, and it converts unusually well when shown outside Allegro, because the buyer already knows the brand from the marketplace.

Etsy, AliExpress and Walmart publish shop-level reviews. Booksy and Booking.com publish booking reviews, which are worth separating in your head from retail feedback: they are longer, more personal and generally better copy.

Why the obvious workarounds fail

The screenshot is the most common answer and the worst one. It ages the moment a new review lands, it carries no markup a search engine can read, it is invisible to a screen reader, and every visitor who has ever seen Photoshop discounts it on sight. A screenshot of praise is not proof, it is a claim.

Copying the text into a testimonials plugin is the second answer, and it fails more quietly. It works for a week. Then somebody has to keep doing it, and nobody does, so the page slowly becomes a museum of 2024. Worse, hand-copied testimonials lose the two things that made them believable in the first place: the reviewer’s name as the platform recorded it and the date. Strip those and you have written marketing copy in the first person.

The third answer is to connect the profile to a tool that reads it and refreshes it. That is the only version that survives contact with time, and the rest of this post assumes it.

The question that decides which tool can do this

Most review widgets are Google widgets with a longer logo list on the pricing page. Before you pick one, ask a single question: does it read my seller profile, or does it read a product page?

Tools built on Google’s Places API can show you five reviews per location, because that is what the API returns. Tools built around one marketplace’s product pages break the moment that marketplace changes its HTML, which happens often and without warning. What you want is a tool that connects to the profile — your shop, your trading record — and stores what it imports, so that a bad week at the source does not empty your homepage.

Three follow-up questions worth asking, because the answers separate the field fast:

• Does it store the reviews or proxy them live? Stored means your widget still works when the marketplace has a bad night. Proxied means it does not.
• Does it meter your page views? Several popular widgets bill by views and go dark when you exceed them, which is precisely the day you least want an empty box on the homepage.
• Can you hide individual reviews? You will want this the first time you see machine-generated eBay feedback in bulk.

Doing it with JustReview

The flow is the same for every marketplace, which is the point.

1. Create an account and open Connectors.
2. Pick the marketplace and paste the address of your public seller or shop profile. Not a product link, not a listing — the profile. For Amazon that is the /sp?seller= page; for eBay the feedback profile; for Allegro the seller page.
3. The first import runs and pulls the history it can read. Depending on volume this takes minutes, not seconds, and it keeps refreshing on a schedule afterwards.
4. Choose a widget. For marketplace feedback the reviews page and the testimonials slider both work; ratings tend to be short, so a dense layout reads better than a large slider with three words in it.
5. Paste one script tag into your site. The same account can hold several sources at once, so your Google reviews and your eBay feedback can appear in one widget or in separate ones, whichever suits the page.

Per-marketplace detail lives on the source pages: Amazon, eBay, Etsy, Booksy and AliExpress.

What is not possible, stated plainly

Amazon product reviews are gone. On 5 November 2024 Amazon put its /product-reviews/ pages behind a login. Everything that scraped them stopped working that week, ours included, and we can see the exact date in our own data: product review imports across every Amazon marketplace stop dead at the start of November 2024. We removed the option from the product rather than let it fail quietly. If a vendor is still advertising Amazon product reviews in 2026, ask them for a review imported this month, then watch what happens. Seller feedback is unaffected and still syncs.

Amazon connections are regional. One connection covers one region, so a European and a North American seller account are two connections, not one.

eBay’s automated feedback will come along for the ride. When a buyer leaves nothing, eBay can generate feedback on their behalf. It is genuine in the sense that the transaction happened, and filler in the sense that no human wrote it. Across the accounts we import, it runs into the thousands. Decide what you want to do with it and use the hide control, rather than finding out when a visitor reads twenty identical sentences.

Marketplace sources are not on the free plan. The free widget is Google and Facebook only. Marketplace sources begin on the first paid plan at 9 EUR a month, and there is a 7-day trial, so you can connect the profile and look at the real import before paying. We would rather write that sentence here than have you discover it after connecting.

The part most shops miss

Marketplace feedback is not just extra volume, it is different volume. A Google review is usually about the place. Marketplace feedback is about the transaction: dispatch speed, packaging, whether the item matched the description. That is exactly the anxiety a first-time buyer has on a product page, which makes marketplace feedback more useful next to a buy button than a five-star “great service” ever was.

So do not dump it all on the homepage. Put shipping and packaging comments where the shipping question gets asked, and keep the broader reputation proof near the top of the page. The tool part of this is ten minutes. The placement is what actually moves the number.