What are verified Amazon reviews, and why some aren’t
Book Award Pro
Why some reviews show as unverified
You've done everything right. You've secured legitimate Amazon reviews for your book, following all the rules to the letter. Yet when you check your Amazon page, some of those reviews show up as "unverified." Before you panic, take a deep breath. This is completely normal, and there are several legitimate reasons why authentic reviews don't earn the Verified Purchase badge.
Understanding why this happens (and why it's okay) can help you build a stronger review strategy and stop worrying about something that's actually part of healthy book marketing.
What are verified Amazon reviews?
First, let's clear up what "verified" actually means. A verified Amazon review simply means Amazon can confirm that the reviewer purchased your book directly through their platform using their Amazon account.
The "Verified Purchase" badge is Amazon's way of saying "we can prove this person bought this product through us." But there are many legitimate ways readers can acquire and read your book without Amazon being able to track that purchase.
An unverified review doesn't mean the review is fake, suspicious, or problematic. It just means Amazon cannot verify the purchase happened on their platform.
Common reasons reviews aren't verified Amazon reviews
Technical issues with Amazon's system
When one of our legitimate reviewers returns a review that is unverified, this is usually the reason. Sometimes Amazon's verification system experiences technical difficulties. This can include:
- Purchase and review data not syncing properly across Amazon's systems
- Reviews posted from different Amazon regional sites (for example, purchasing on Amazon UK but reviewing on Amazon US)
- Other technical glitches that prevent Amazon from properly linking a legitimate purchase to a review
These technical issues can occur even when someone did legitimately purchase your book directly from Amazon.
Kindle Unlimited borrows
If a reader accesses your book through their Kindle Unlimited subscription, they're borrowing rather than purchasing. These reviews typically won't show as verified Amazon reviews because no purchase transaction occurred, even though the reader legitimately read your book through Amazon's own platform.
However, errors still happen. There have been reports of reviewers legitimately purchasing a book that's also available on Kindle Unlimited, but Amazon incorrectly registers it as a KU borrow instead. When that happens, the review will be listed as unverified.
The reviewer received a review copy
This is the most common reason legitimate reviews don't become verified Amazon reviews. When you send advance reader copies (ARCs), provide review copies through Book Award Pro, or distribute copies through other legitimate services, reviewers haven't purchased through Amazon. Their honest reviews will appear as unverified, and that's perfectly acceptable under Amazon's guidelines.
The reviewer bought your book somewhere else
Your reader might have purchased your book at an independent bookstore, Barnes & Noble, a library book sale, or directly from your website. They loved it and left a glowing Amazon review. Amazon has no way to verify this purchase happened, so the review appears as unverified even though it's completely legitimate.
The reviewer borrowed or was gifted your book
A reader borrowed your book from the library, received it as a gift, or got it from a friend. They enjoyed it enough to leave a review on Amazon. This review is genuine and valuable, but will show as unverified since there was no direct Amazon purchase.
Deep discounts or promotional pricing
According to Amazon's official policy, they verify purchases where customers "paid a price available to most Amazon shoppers." If a book was purchased at a significant discount, Amazon may not apply the verified badge even though the purchase was legitimate.
There are reports of this happening sometimes after an author has run a steep promotion on the price of their book.
Both verified and unverified reviews help your book
If you're worried that unverified reviews don't "count," let that concern go. Both verified Amazon reviews and unverified reviews contribute to your book's success.
They contribute to your total review count
Amazon's algorithm considers both types when calculating your total number of reviews. More reviews mean better visibility in search results and recommendations, regardless of whether they have the Verified Purchase badge.
They provide essential social proof
Potential readers browsing your book don't distinguish between verified Amazon reviews and unverified ones when deciding whether to purchase. They're reading the content of the review, not scrutinizing the badge. A thoughtful, detailed unverified review can be more influential than a brief verified one.
They're often more detailed and thoughtful
Reviews from advance readers and reviewers you've connected with through legitimate services are frequently more thorough than spontaneous reviews. These readers have taken the time to engage with your book specifically as reviewers, which often results in higher-quality feedback that actually helps potential buyers make decisions.
They're part of professional book marketing
Every successful author has a mix of verified Amazon reviews and unverified reviews. Getting your book into the hands of appropriate readers through proper channels is standard practice in the publishing industry. The presence of both types actually signals healthy, professional marketing.
Amazon accepts and values them
Amazon allows unverified reviews because they recognize that legitimate readers acquire books through multiple channels. As long as the review is honest and not solicited through prohibited means, both verified Amazon reviews and unverified reviews are completely acceptable on the platform.
How Book Award Pro ensures legitimacy with Amazon reviews
Book Award Pro is the trusted way to get Amazon reviews for your book. As the operator of the world's largest database of legitimate book awards and reviews, our team leveraged our extensive industry knowledge and technological expertise to create a powerful platform to help you get Amazon reviews for your book.
Our approach is fundamentally different:
Absolute legitimacy. You never pay for reviews, ensuring 100% compliance with Amazon's strict guidelines. Authors pay for our service and expertise, not for the reviews themselves.
Perfect reviewer matching. Our proprietary technology identifies and connects with reviewers who genuinely enjoy your specific genre and writing style, resulting in authentic, thoughtful reviews.
Complete management. We handle every aspect of the review journey, from finding appropriate reviewers to ensuring your reviews are posted.
By taking care of the review process, Book Award Pro frees you to do what you love: writing books that deserve to be discovered.
Book Award Pro handles the process for you
If you've been searching for how to get Amazon book reviews, our process has been designed with your convenience in mind.
- Submit your book. Sign in to your Book Award Pro account and select "Amazon Reviews" from the main menu.
- We find your perfect reviewers. Our system identifies ideal reviewers from our extensive database who match your book's unique characteristics.
- Facilitated distribution. We manage the entire process of getting your book into the hands of your perfect reviewers.
- Review management. We follow up with reviewers, manage the process, and ensure timely posting of honest reviews to Amazon.
- Verification and reporting. You'll receive regular updates and final verification of all posted reviews.
The entire process requires minimal time investment from authors while maximizing results.
Building a sustainable review strategy
Understanding the difference between verified Amazon reviews and unverified reviews is part of building a sustainable approach to your book's Amazon presence. The goal isn't to have 100% verified Amazon reviews. The goal is to have authentic, helpful reviews from genuine readers, whether those readers purchased through Amazon or not.
A healthy mix of both types demonstrates organic growth. Books with only verified Amazon reviews may suggest limited marketing reach, while a balance of verified and unverified reviews shows you're connecting with readers through multiple legitimate channels. This diversity actually strengthens your book's credibility.
When you use Book Award Pro's Amazon reviews service, you're investing in legitimate review-building that completely works within Amazon's guidelines. You'll see both verified and unverified reviews appear on your book's page. This mix is normal, expected, and beneficial. Both types contribute to your book's credibility and visibility.
The authors who succeed on Amazon understand that building a strong review foundation takes patience and proper strategy. By focusing on connecting your book with the right readers through legitimate channels, you create lasting social proof that helps your book find its audience. For a complete overview of book reviews and how to use them effectively, check out our ultimate author's guide to book reviews.
Ready to build your review foundation the right way? Start getting legitimate Amazon reviews with Book Award Pro and stop worrying about verification badges. Focus instead on what really matters: genuine reviews from readers who love your work.