How to Embed Amazon Reviews on Your Website — 4 Methods (2026)
Display Amazon product reviews on your site without violating TOS. We compare 4 methods: widgets, API, screenshots, and plugins. Step-by-step for Shopify, WordPress & HTML.
Why Display Amazon Reviews on Your Website?
Amazon is the world's largest product review engine. Over 300 million active customer accounts leave tens of millions of reviews every year, and those reviews carry enormous weight with consumers. According to BrightLocal's 2026 survey, 87% of shoppers read product reviews before purchasing online — and Amazon reviews rank among the most trusted because buyers must make a verified purchase to leave one.
The problem is that those reviews live on Amazon.com. If you sell products through your own Shopify store, WooCommerce site, or any other e-commerce platform, your best social proof is sitting on a different website. Visitors to your store never see it.
An Amazon reviews widget solves this by pulling your product reviews from Amazon and displaying them directly on your website — automatically, in real time, and in a design that matches your brand. The result: higher trust, lower bounce rates, and measurably more conversions.
In this guide, we compare 4 methods to embed Amazon reviews on your website, with step-by-step instructions for Shopify, WordPress, Wix, and HTML. We also cover Amazon's Terms of Service so you stay compliant.
The Business Case: Why Amazon Reviews Drive Sales on Your Own Site
Before we dive into how-to, here is why this matters for your revenue.
The Conversion Data
Research consistently shows that displaying customer reviews on product pages increases sales:
- Products with 5 or more reviews see conversion rates increase by up to 270% compared to products with zero reviews (Spiegel Research Center)
- 79% of consumers trust online reviews as much as personal recommendations
- Displaying reviews on your own product pages lifts average order value by 12-18%
- Amazon's own research shows that products moving from 3 to 4 stars see a 24% increase in sales
Why Amazon Reviews Specifically?
Amazon reviews carry a unique trust advantage over other review platforms:
- Verified Purchase badge — Amazon marks reviews from confirmed buyers, which eliminates the "are these reviews fake?" concern
- Volume — popular products have thousands of reviews, giving visitors a large sample size
- Detail — Amazon's review format encourages detailed feedback with photos, star breakdowns, and helpful votes
- Brand recognition — consumers recognize Amazon's star rating system instantly
If your product has 500 five-star reviews on Amazon but zero reviews on your Shopify store, you are throwing away social proof that could dramatically increase your on-site conversion rate.
Amazon's Terms of Service: What You Need to Know
Before embedding Amazon reviews anywhere, understand the rules.
What Amazon Allows
Amazon's Terms of Service and Conditions of Use permit you to display reviews of your own products on your own website, provided you:
- Display the reviews accurately without altering the text, star rating, or reviewer name
- Do not present the reviews in a misleading context
- Attribute the reviews to Amazon (show the Amazon source clearly)
- Do not scrape Amazon at a volume or frequency that disrupts their service
What Amazon Prohibits
Amazon explicitly prohibits:
- Modifying review content — you cannot edit, truncate in a misleading way, or selectively remove parts of a review to change its meaning
- Fabricating reviews — you cannot create fake reviews and attribute them to Amazon
- Mass scraping — automated scraping at scale without using approved APIs violates Amazon's robots.txt and terms
- Removing negative reviews — while you can filter by star rating in a widget, completely hiding all negative reviews while claiming "Amazon reviews" may be considered misleading
The Safe Approach
The safest way to display Amazon reviews on your website is to use a third-party widget tool that fetches reviews through compliant methods, displays them with proper Amazon attribution, and keeps reviews unaltered. This is exactly what tools like EveryWidget do.
Method 1: Third-Party Widget Tools (Recommended)
A third-party Amazon reviews widget is the fastest, most reliable way to display Amazon reviews on your website. These tools handle the technical complexity of fetching reviews, keeping them synced, and rendering them in customizable layouts.
How It Works
- You provide your Amazon product URL or ASIN (Amazon Standard Identification Number)
- The widget tool fetches your reviews from Amazon
- Reviews are displayed on your website in a layout you choose
- New reviews sync automatically on a regular schedule
Step-by-Step Setup with EveryWidget
EveryWidget supports Amazon as one of 33+ review sources. Here is how to set it up:
Step 1: Create a Free Account
Go to everywidget.com/signup and create an account. No credit card required.
Step 2: Add Your Amazon Product
In your dashboard, create a new widget and select Amazon as the review source. Enter your product's Amazon URL or ASIN. The tool will locate your product and begin fetching reviews.
Step 3: Choose a Layout
Pick from 8 layout types:
- Slider — reviews rotate automatically, ideal for product pages
- Grid — multiple review cards in a grid, great for dedicated testimonials sections
- Carousel — horizontal scrolling, popular for homepages
- Masonry — Pinterest-style staggered layout
- List — vertical list, clean and readable
- Badge — floating badge showing your star rating
- Sidebar — fixed panel on the side of the screen
- Floating — corner popup that appears on scroll
Step 4: Customize the Design
Match the widget to your brand: colors, fonts, card styles, star colors, background, border radius. You can also add custom CSS for pixel-perfect control.
Step 5: Set Filters
Configure which reviews to display:
- Minimum star rating (e.g., show only 4-star and above)
- Minimum character count (hide short, unhelpful reviews)
- Date range (prioritize recent reviews)
- Keyword filtering (highlight reviews mentioning specific features)
Step 6: Copy the Embed Code
Your widget generates a single line of HTML. Copy it and paste it into your website — instructions for each platform are in the "Platform-Specific Instructions" section below.
Why EveryWidget Is the Recommended Option
- 33+ review sources — combine Amazon reviews with Google, Trustpilot, Yelp, and more in one widget
- Auto-sync every 3-4 hours — new reviews appear automatically
- Free plan available — generous enough for most small businesses
- Lightweight script — loads asynchronously, does not slow your page
- 8 layout types with full customization
- Amazon attribution included — reviews display with the Amazon source badge for TOS compliance
Other Third-Party Widget Tools
| Feature | EveryWidget | Elfsight | Tagembed | EmbedSocial |
|---|---|---|---|---|
| Free plan | Yes | 200 views/mo | Yes | Limited |
| Price from | $3/mo | $7/mo | $19/mo | $29/mo |
| Amazon support | Yes | Yes | Yes | Yes |
| Multi-platform | 33+ sources | ~15 | 21+ | 10+ |
| Auto-sync | 3-4 hours | 72 hours | 24 hours | 24 hours |
| Layout options | 8 types | 5 types | 10+ | 40+ |
| Custom CSS | Yes | Paid only | Yes | Yes |
| Page speed impact | Low | Medium | Medium | Medium |
Method 2: Amazon Product Advertising API
If you have a developer on your team, Amazon's Product Advertising API (PA-API 5.0) lets you fetch product data and reviews programmatically.
Requirements
- An Amazon Associates (affiliate) account
- PA-API 5.0 access (requires qualifying sales through your Associates account)
- Access keys (Access Key ID and Secret Access Key)
- A developer comfortable with REST APIs and HMAC-SHA256 request signing
What the API Returns
The PA-API provides:
- Product title, images, pricing, and descriptions
- Customer review summary (average rating, total review count)
- Individual review text, star rating, reviewer name, and date
- Review images and helpful vote counts
Basic Implementation
// Example: Fetch Amazon product reviews via PA-API 5.0
const params = {
ItemIds: ['B09V3KXJPB'],
Resources: [
'CustomerReviews.Count',
'CustomerReviews.StarRating'
],
PartnerTag: 'your-associate-tag',
PartnerType: 'Associates',
Marketplace: 'www.amazon.com'
};
const response = await paApiClient.getItems(params);
You will need to build the entire frontend yourself — HTML templates, CSS, pagination, star rendering, responsive behavior, and caching.
Pros
- Full control over design and data presentation
- No third-party widget script on your site
- Can integrate deeply with your e-commerce platform
- No monthly widget subscription fee
Cons
- Requires Amazon Associates account with qualifying sales — Amazon may revoke API access if you don't generate enough affiliate revenue
- PA-API 5.0 rate limits: 1 request per second (can increase with higher sales)
- Significant development time (60-100+ hours for a polished solution)
- You must handle caching, error states, rate limiting, and Amazon API updates
- Request signing with HMAC-SHA256 adds complexity
- No structured data for SEO unless you implement it yourself
- Must comply with Amazon's API License Agreement, which restricts caching review data for more than 24 hours
When This Method Makes Sense
The API approach is worth it only if you are building a custom product comparison tool, you need to display reviews alongside real-time pricing and availability data, or you are already an Amazon Associates partner generating meaningful affiliate revenue.
For most e-commerce stores, a widget tool is faster to set up, cheaper to maintain, and more feature-rich out of the box.
Method 3: Manual Screenshots and Copy-Paste
The simplest approach — no tools, no code, no API keys.
How It Works
- Go to your product's Amazon listing
- Screenshot your best reviews or copy the review text
- Create a testimonial section on your website
- Add each review's text, reviewer name, star rating, and date
- Include "Source: Amazon" attribution and link to the original listing
Pros
- Zero cost
- Zero technical complexity
- Full control over which reviews appear
- No third-party scripts
Cons
- Does not update automatically — when new reviews come in, you must manually add them
- Time-consuming to maintain for products with high review velocity
- Screenshots become stale quickly (review freshness matters — 73% of consumers only trust reviews from the last 3 months)
- No structured data for SEO rich snippets
- Looks less trustworthy than a live, auto-updating widget
- Risk of appearing misleading if you only show positive reviews
- No interactive features (filtering, pagination, sorting)
When This Method Makes Sense
If you have fewer than 20 Amazon reviews, no budget for tools, and only need a few hand-picked testimonials on one page, screenshots can work as a starting point. But plan to switch to an automated solution as your review count grows.
Method 4: Platform-Specific Plugins and Apps
Most e-commerce platforms have dedicated apps or plugins that can pull Amazon reviews into your store. Here is how to set it up on the most popular platforms.
Shopify
Shopify store owners have several options to display Amazon reviews:
Option A: Third-Party Widget (Recommended)
The cleanest method that works with any Shopify theme:
- Go to Online Store → Themes → Customize
- Add a new section → Custom Liquid
- Paste the EveryWidget embed code (or any widget tool's code) in the Liquid field
- Position the section where you want reviews to appear (product page, homepage, etc.)
- Save
No Shopify app installation needed. No monthly Shopify app fees. Works with the free plan.
Option B: Shopify Review Import Apps
Several Shopify apps can import Amazon reviews directly into Shopify's native review system:
- Opinew — imports Amazon reviews and displays them using Shopify's product review UI
- Loox — imports photo reviews from Amazon
- Judge.me — supports Amazon review imports on paid plans
These apps typically charge $10-50/month and import reviews as if they were native Shopify reviews. The advantage is tighter integration with Shopify's product pages. The downside is that reviews are imported once and don't auto-sync — if new Amazon reviews come in, you need to re-import.
Pro tip for Shopify: An Amazon reviews widget for Shopify works best on product pages (placed below the product description) and on your homepage (as a trust-building section above the fold). This combination ensures every visitor encounters social proof regardless of which page they land on.
WordPress / WooCommerce
Option A: Widget Embed Code
- Open the page or post where you want Amazon reviews
- Add a Custom HTML block in Gutenberg (or use Elementor's HTML widget)
- Paste the embed code from your widget tool
- Click Update or Publish
For site-wide placement (e.g., a floating badge on every page), add the script to your theme's header via Appearance → Theme Editor → header.php, or use a plugin like "WPCode" (formerly Insert Headers and Footers).
Option B: WordPress Review Plugins
- Site Reviews — free plugin that lets you manually add reviews (you'd copy Amazon review text)
- WP Review Slider Pro — supports importing reviews from Amazon and other platforms ($29 one-time)
- ReviewsOnMyWebsite — pulls Amazon reviews via widget embed
For WooCommerce stores specifically, placing Amazon reviews on product pages adds a powerful trust signal — especially if you sell the same products on both Amazon and your own store.
Wix
Wix does not support direct HTML injection in all plans, but the Embed HTML element works:
- Open the Wix Editor
- Click Add → Embed Code → Embed HTML
- Paste the full widget embed code (script + display element)
- Resize and position the element on your page
- Publish
Alternatively, check the Wix App Market for review widget apps that support Amazon as a source.
HTML (Any Website)
For static HTML sites, custom-built platforms, or any website where you have access to the source code:
<!-- Add to <head> -->
<script src="https://cdn.everywidget.com/widget.js" async></script>
<!-- Add where you want reviews to appear -->
<div data-everywidget-id="YOUR_WIDGET_ID"></div>
Replace YOUR_WIDGET_ID with your actual widget identifier from the EveryWidget dashboard. The async attribute ensures the script loads in the background without blocking your page.
For frameworks like React, Vue, or Next.js, the same embed code works inside your JSX or template — just add the script tag to your document head and the div element to your component.
Comparison: Which Method Should You Choose?
Here is a side-by-side comparison of all 4 methods:
| Criteria | Widget Tool | Amazon API | Screenshots | Platform Plugins |
|---|---|---|---|---|
| Setup time | 5 minutes | 60-100+ hours | 30 minutes | 15-30 minutes |
| Cost | Free – $3/mo | Free (dev time) | Free | $10-50/mo |
| Auto-sync | Yes (3-4 hrs) | Yes (custom) | No | Varies |
| Customization | High | Full | Manual | Medium |
| Technical skill | None | Developer | None | Basic |
| SEO structured data | Automatic | Manual | None | Varies |
| Multi-platform reviews | Yes (33+) | No | No | Rarely |
| TOS compliance | Built-in | Your responsibility | Your responsibility | Varies |
| Maintenance | Zero | Ongoing | Ongoing | Low |
For most businesses, a third-party widget tool is the clear winner. It combines zero setup complexity with automatic syncing, full customization, built-in TOS compliance, and SEO benefits — all at a lower cost than platform-specific apps.
Where to Place Amazon Reviews for Maximum Conversions
Placement determines whether your reviews actually impact sales. Here are the highest-converting positions:
Product Pages
Place the Amazon reviews widget directly below your product description, near the "Add to Cart" button. This is where purchase decisions happen, and seeing hundreds of positive Amazon reviews at this moment reduces buying hesitation.
Homepage
Add a review carousel or slider in the second or third section of your homepage — just below your hero section. First-time visitors form trust impressions within seconds; a row of verified Amazon reviews does the work instantly.
Landing Pages
If you run paid ads (Google Ads, Facebook Ads) that direct traffic to specific landing pages, add a review section near the CTA. Paid traffic converts better with social proof because visitors have zero prior relationship with your brand.
Checkout Page
A floating review badge showing your aggregate Amazon rating (e.g., "4.8 stars from 1,200+ Amazon reviews") in the corner of your checkout page reduces cart abandonment. When customers see that thousands of other people bought and loved the product, they follow through.
Frequently Asked Questions
Is it legal to embed Amazon reviews on my website?
Yes. You can display reviews of your own products with proper attribution. What you cannot do is alter review content, fabricate reviews, or mass-scrape Amazon's site in a way that violates their Terms of Service. Using a compliant widget tool is the safest approach.
Do I need an Amazon affiliate account to embed reviews?
No — not if you use a third-party widget tool. The widget tool handles data fetching. An Amazon Associates account is only needed if you use the PA-API directly (Method 2).
Can I choose which Amazon reviews to show?
Yes. Widget tools let you filter by star rating, date, keyword, and minimum review length. You can show only 4- and 5-star reviews, or display all reviews for maximum authenticity.
Will embedding Amazon reviews slow down my website?
Not if you use a modern widget that loads asynchronously. EveryWidget's script loads in the background and does not block page rendering. Avoid iframe-based embeds, which can add noticeable load time.
How often do Amazon reviews sync?
With EveryWidget, reviews sync every 3-4 hours. Some other tools update every 24-72 hours. If you use the API, sync frequency depends on your implementation and Amazon's rate limits.
Can I combine Amazon reviews with Google and Trustpilot reviews?
Yes. Multi-platform widget tools like EveryWidget let you aggregate reviews from 33+ sources into a single widget. This gives visitors a complete picture of your product's reputation across platforms.
What if my product has reviews on Amazon but I sell on Shopify?
This is exactly the use case an Amazon reviews widget for Shopify is built for. Many brands sell on both Amazon and their own store. Embedding your Amazon reviews on your Shopify product pages brings that social proof to your direct-sales channel, where margins are higher.
Can I embed Amazon reviews on a website I don't own?
No. You should only embed reviews on websites you own and for products you sell. Displaying another seller's reviews on your site would be misleading and potentially violate both Amazon's terms and consumer protection laws.
Conclusion
Amazon reviews are one of the most powerful forms of social proof available to e-commerce businesses. Hundreds or thousands of verified purchase reviews carry weight that no marketing copy can match. But if those reviews are stuck on Amazon while your customers are browsing your own website, you are losing conversions every day.
The fastest way to fix this is with a third-party widget tool. In under 5 minutes, you can display your Amazon reviews on any website — Shopify, WordPress, Wix, or plain HTML — with automatic syncing, full customization, and built-in TOS compliance.
Try EveryWidget free — embed Amazon reviews in minutes →
Related Reading
- 12 Best Review Widgets for Websites — full comparison of top tools with pricing
- How to Embed Google Reviews on Any Website — same approach for Google reviews
- Why Customer Reviews Increase Sales by 45% — the conversion data behind review widgets
- Browse All Review Widgets →
Last updated: April 2026. Pricing and feature information is based on publicly available data and may change. Visit each tool's website for current pricing.