Replying to Wildberries reviews: 20 examples and 2026 rules

There are hundreds of reply templates online, and at least as many bad replies sitting in product cards. The reason is simple: sellers do not know why they should reply, what WB moderation will cut, and what a single 1-star review costs them. Below we start with the numbers from 1.03 million products, then the rules from the WB instruction dated 27 August 2026, then 20 examples that pass those rules, and an honest look at what AI can do, measured on our own 6,567 replies. How this data is collected from public product cards, and what else you can see without a token, is in our article on free WB analytics.

In short: the median rating for a product with 10 or more reviews is 4.9, and anything below 4.7 sits in the bottom 14%. One 1-star review at an average of 4.7 takes 13 five-star reviews to undo, and 39 at an average of 4.9. A reply runs up to 5,000 characters, with no contacts, emoji, caps or blame, and can be edited once within 60 days. Negative reviews are a job for a human, thank-yous can go to AI.

Why reply to reviews when the rating is already 4.7

Because 4.7 on Wildberries is the bottom of the table. We looked at review ratings for 1.03 million products with 10 or more reviews from our catalogue crawler: the median is 4.9, and only 14% of products score 4.7 or lower. A customer scrolling the search results is not comparing you with five stars, they are comparing you with the neighbours, and the neighbours are at 4.9.

The second reason is arithmetic. One 1-star review at an average of 4.7 and 20 reviews drops the product to 4.52, and to 4.66 with 100 reviews. To win the old average back you need 13 new five-star reviews, and that number does not depend on how big the card is: the gap between the old average and the 1 is divided by the gap between a 5 and the average. At 4.9 the same 1-star review already takes 39.

Five-star reviews needed to undo one 1-star = (average − 1) / (5 − average): 13 at an average of 4.7, already 39 at 4.9

So replying to a negative review is not politeness, it is work on the most expensive asset the card has. Some customers add to their review and change the rating after a decent reply, and WB has allowed that since 2024.

The third reason shows up in our own data. Across 6,567 review replies our service wrote for 18 stores since May 2025, half of the ratings from 1 to 3 carry no text and no listed drawbacks, only a photo or a single star. You end up replying to silence, and that is where it shows who read the card and who pasted a template.

What WB rules for review replies apply in 2026

The rules are set out in the WB instruction "Customer reviews", «Отзывы покупателей» in the original, updated on 27 August 2026. Every reply goes through moderation before it appears, the limit is 5,000 characters, and the API cap is the same. A published reply can be edited once, and only within 60 days. The full list of what moderation rejects runs to seventeen items in the instruction, from contacts and links to caps and emoji:

Repeat violations get your ability to reply blocked until the disputed replies are deleted. Useful mechanics from the same instruction: templates with the [Name] tag, which inserts the customer's name, bulk replies to several reviews by ticking checkboxes, and a complaint about a review, once per review and up to 1,000 characters. A complaint removes insults, advertising and reviews that are not about your product. A review saying "did not like the product" or "looks like a fake" will not be removed: that is an opinion, and the only tool for it is a reply.

How to reply to positive reviews: six examples

Short, to the point, with a detail from the review. A thank-you with no detail reads like an autoreply, and a detail shows the review was actually read.

1. Five stars, no text. "Thank you for the rating. If any questions come up about setup or care, ask them on the product card and we will answer."
2. Five stars, "came fast, great quality". "Glad the case fits. The material is made for everyday use, so if it starts to scuff, write to us and we will sort it out."
3. Five stars with a photo. "Thank you for the photo, it shows the fit really well. This is size M on a height of 170 cm, and your review will help other buyers choose."
4. Four stars, "all good, but the cable is short". "Thank you for the rating. The cable in the box is 1 metre long, which is listed in the attributes, and the same card has a version with a 2 metre cable."
5. Four stars, "fine for the money". "Thank you for the honest rating. If you tell us what was missing for a five, we will take it into the next batch."
6. Five stars, repeat purchase. "Thank you for coming back for a second set. The composition and the manufacturer are the same as in the first batch."

How to reply to negative reviews: ten examples

The pattern is always the same: acknowledge the fact, name the cause or the fix, do not argue with the rating. On Wildberries the customer arranges returns and exchanges in the app themselves, and you may remind them of that, but you may not ask them to write to you.

1. One star, a defective item. "You are right, this should not happen. We are checking the batch, and a faulty item can be returned through the app within the return window, with the money coming back to your account."
2. One star, the wrong colour arrived. "That is a picking error on our side. The return is arranged in the app, and the colour you wanted can be ordered from the variants on the same card."
3. Two stars, the size runs small. "This model runs about one size small, and we added that to the description after your review. An exchange for a larger size is available through the app."
4. Two stars, "does not work". "The device turns on with a long press of the button, 3 seconds, not a short one: that is on page two of the manual. If it still does not turn on after that, return it as faulty."
5. Three stars, "smells of the box". "New rubber loses its smell in two or three days in the open air. The product is certified, and the documents are listed on the card."
6. Three stars, "expected it brighter". "The photo was shot in daylight, and indoors the colour looks darker. Thank you for the note, we will add a photo taken in room light."
7. One star, no text and no drawbacks. "Sorry the product did not work out. If you add to your review and describe what exactly went wrong, we will look into the batch."
8. One star, "arrived dented". "The packaging did not survive the trip, and we have already moved to a double-walled box. A damaged item can be returned in the app, and you will not pay extra for the return."
9. Two stars, "the composition is not what the description says". "We checked: the composition on the card follows the declaration, 95% cotton and 5% elastane, and the same is printed on the label. If your label shows something else, the batch is faulty, so please return it."
10. Three stars, "expensive for what it is". "The price includes a metal body and a 12 month warranty, while cheaper lookalikes are usually plastic and come without one. We will take your view on the price into account."

How to reply to tricky reviews: four examples

This is where the rules get broken most often: sellers argue, accuse, write in caps. Moderation does not publish replies like that, and all the customers see on the card is the tone you used before.

1. An aggressive review. "We understand the purchase was a disappointment. The item can be returned through the app, and if you describe the specific problem, we will answer it." Not a word about the customer's tone.
2. Looks paid for. "The problem described does not apply to this model: it has no such feature. For other buyers: the attributes are listed on the card." You cannot accuse anyone of faking reviews in a reply, that is what the complaint is for.
3. A review about delivery, not about the product. "Thank you for rating the product. Delivery and the pickup point can be rated separately in the app, and we are happy to answer any question about the product itself." Reviews like this, when they say nothing about the product, do not count towards the rating.
4. A review meant for another product. "It looks like this review belongs to a different order: this card is a set of 6 items, not 12. Please check the item number."

Can you trust AI with replies to reviews

Yes for thank-yous and routine questions, and no without a human on negative ones. That is not an opinion, it is our own statistics. Of the 6,567 replies the AI wrote for 18 stores, 82% went to five-star reviews: the text there is short, around 390 characters, and there is almost nothing to get wrong. For ratings from 1 to 3 the AI writes replies twice as long, 740–860 characters, because it tries to close every doubt the customer has, and that is exactly where it needs editing: a long reply to an angry review reads like an excuse.

The rules we arrived at over those 6,567 replies:

• Reviews of 1 to 3 stars always go through human approval, even when every other channel runs automatically.
• The AI never answers complaints carrying the words "court", "Rospotrebnadzor" (the consumer protection service) or "harm to health", they go straight to a human.
• A product knowledge base is mandatory: without facts like "runs one size small" or "1 metre cable" the AI writes generalities, and with them it answers better than a tired manager.
• No promises: "we will refund you", "we will send a replacement", "we will give you a discount" are cut before sending, because only a human may promise anything.

WB offers a model of its own: the tariff builder has an "AI replies to reviews and questions" option with an "Auto-replies" add-on. The logic is the same, the model writes and the seller checks. The only difference is whether it knows your products.

That is how it works in Parus Seller: every channel runs in manual or automatic mode, negative reviews and complaints always wait for approval, and the bot takes product facts from your knowledge base. Before you switch auto-replies on, you can see three examples on your own products: an angry review, a question and a thank-you.

First two months of Parus Seller free with promo code PARUS60, no card required: connect your store, switch review replies on and see the examples on your own products before any customer does.

FAQ

How many characters can a reply to a Wildberries review have? Up to 5,000, both in the seller portal and through the API. A good reply to a five-star review fits in 150–300 characters, and a reply to a negative one in 400–600. Longer than that is rarely read.

Can a reply to a review be edited? Yes, once, within 60 days of publication. The new version goes through moderation again, and if it is rejected the old text stays.

Do you need to reply to reviews with no text? WB does not let you reply to reviews that carry only a rating: they land in the "Answered" tab straight away. If the rating comes with a photo, listed drawbacks or text, your reply is visible to everyone and shapes what the next customers decide.

How do you delete a negative review on Wildberries? Only with a complaint, and only on the grounds the marketplace allows: insults, advertising, a review that is not about your product, signs of unfair competition. A review saying "did not like it" cannot be removed. The complaint is filed once, up to 1,000 characters, with an image of up to 3.6 MB.

How do you reply to a review about delivery and the pickup point? About the product, and without criticising delivery: moderation lets through no mention of delivery or a warehouse doing a bad job. A review that says nothing about the product does not count towards the rating, and if something is said about the product, answer that part.