The move is part of Amazon's broader efforts to grow the amount of customer feedback and engagement on its site, according to Juozas Kaziukenas, the CEO of Marketplace Pulse.
Amazon introduced a new ratings system last year that allows shoppers to leave a star rating without a written review. It has also recently expanded its Vine program, which connects top reviewers with sellers that give out free products, to third-party merchants and launched a new "request a review" button for the sellers.
All of this is resulting in a higher number of customer reviews for every product on Amazon, Kaziukenas said. It's also likely going to generate more positive ratings because stars without a written review are easier to leave, he said.
"Amazon is on a mission to have more products with more reviews," Kaziukenas said.