You get one.
Each review takes one current reply from a claimed website's representative, shown beside it and screened automatically first. So never write it while you're still annoyed: draft it, sleep on it, and post it when a stranger could read it and side with you.
- reply per review
- 1
- back-and-forth threads
- 0
- customer details
- 0
- refunds tied to removal
- 0
With no thread to win, you're writing to the next customer.
There are no public reply chains, so nobody gets the last word. Your reply can't change the reviewer's outcome, your check or their right to publish. It can show the next reader how you behave when something goes wrong. Fix the actual problem in private, through your own support channels.
Thank a person. Name the detail.
Outcome: positive“Picked the wrong scent and they swapped it the same day.”
Thank you for your feedback! We value all of our customers. Use code THANKS10 for 10% off your next order!1
Thanks, Sam. Priya made that swap, and I've shown her this. Enjoy the fig one.
- 1
A discount in reply to a review can look like payment for it. Say thank you and leave it there.
Fix it where everyone can watch.
Say what went wrong, say what happens next, and give a named way to reach you. Promise only what you'll actually do. If you sort it out, only the reviewer can update their experience or report it resolved. You can't mark it for them.
Never got it, and nobody answers
Birthday present, tracking says delivered, nothing came. I emailed twice and got silence for a week.
We're sorry you feel that way.1 Our courier marked this as delivered, so it isn't really our responsibility2. Your order #48213 went to 12 Mill Lane3 as requested. We'll refund you once you take this review down.4
- 1
This apologises for their mood and admits nothing. Readers notice.
- 2
They paid you. The courier is your problem to chase.
- 3
That's a customer's order and home on a public page. Screening is there to stop this, so leave it out.
- 4
Refund them because they're owed it. Pressure to remove a review breaks the rules, and a refund never forces removal.
“You emailed twice and we left you waiting a week. That's on us, and I'm sorry about the birthday. The courier shows it as delivered, but you haven't got it, so we'll [replace it or refund you, your choice]. Contact [name] at [your support email] and it goes straight to them.”
First work out which kind of unfair.
Harsh, but it happened
Reply
Your disagreement alone isn't evidence that a review is false. Give your side once, calmly, and stop there.
Wrong company, or no sign of the customer
Ask, then challenge
Use your reply to ask them to get in touch. Reviews don't need a receipt to stand, so challenge the specific problem you can show.
Private details, threats or an unsupported accusation of a crime
Challenge, don't reply
These can break the community guidelines. Quote the exact part, and don't repeat it in public.
A sudden wave you suspect is organised
Challenge with dates
List the reviews and what links them. Volume alone proves nothing, and your public replies are no place for the accusation.
This review is FAKE.1 We have no record of you. Competitors are paying people to post lies.2 Remove this now or you'll hear from our lawyer.3
- 1
No record of an order may mean a different name, a gift or a card in someone else's name.
- 2
An accusation you can't back up makes you look guilty. Under the FTC's US rule, accusing a reviewer of something you know is false, or without caring whether it's true, can break the law.
- 3
The same rule covers groundless legal threats used to get a review removed.
“We can't match this to anything on our side, and we'd like to put it right if it's ours. Please contact [your support email] with the date you bought. If you meant a different company, tell us and no harm done.”
Last reviewed November 2026. General guidance, not legal or financial advice.
Also read the community guidelines, which reviewers and replies both follow.