Amazon Review Requests for International Sellers: US, UK, Canada & Japan Marketplace Differences

Reviews don't travel with your listing

The most common surprise for sellers expanding beyond Amazon.com: a listing with a strong review count on the US marketplace can show few or none of those reviews on Amazon.co.uk or Amazon.co.jp for the exact same product. Amazon does show a "global ratings" rollup in some places, but the underlying review pools are marketplace-specific, and Amazon disabled global review sharing entirely for new ASINs created after November 3, 2020. In practice, if you're selling the same product across US, UK, Canada, and Japan, you're building — and need to keep requesting reviews for — four separate review bases, not one.

What's actually different about requesting reviews by marketplace

The mechanism itself doesn't change: Amazon's Request a Review system still fires within the same 5–30 day post-delivery window on every marketplace, and it's still Amazon, not the seller, who writes and sends the message. What changes is everything around it:

• Language is handled automatically. Amazon sends the request in the buyer's marketplace-appropriate language without any seller configuration — English on Amazon.com and Amazon.ca, English (with French where applicable) depending on the buyer's settings on Amazon.ca, and Japanese on Amazon.co.jp.
• Review pools don't merge. A buyer's review on one marketplace has no bearing on the review count shown on another, even for an identical ASIN, so review request coverage needs to run independently in each marketplace, not just in your highest-volume one.
• SP-API access is split by region, not by seller account. Amazon's Selling Partner API is divided into three regional endpoints — North America, Europe, and Far East. A seller connected to US, Canada, UK, and Japan is technically authorizing across all three regions, even though it can feel like one unified seller account day to day. This is exactly why StarQuester requires marketplace-level connection rather than assuming a single US authorization covers everything.

Marketplace-by-marketplace notes

What this means for your review strategy

Treat each marketplace's review count as its own metric, not a shared pool. A listing that looks well-established on Amazon.com with hundreds of reviews may still be effectively a "new listing" from a conversion standpoint on Amazon.co.uk or Amazon.co.jp if review requests haven't been running there with the same consistency. The fix isn't different — the same request-every-eligible-order approach that works on US listings works identically abroad — but it has to actually be turned on and connected per marketplace, not assumed to inherit from wherever you started.

If you're only monitoring review growth in one marketplace's dashboard, it's worth checking whether automation is actually running — and connected — everywhere you sell, not just where you launched first.

The bottom line

Expanding to new Amazon marketplaces means starting review requests over in each one, not extending what you've already built on Amazon.com. The mechanics of how Amazon's Request a Review API works are identical everywhere; what changes is that each marketplace needs its own active, connected automation to get the same coverage.

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