For years, HighFive has been the “best-kept secret” of the Amazon seller community. Since its launch in 2022, it has maintained its status as the #1 rated review automation app on the Amazon App Marketplace—largely because it offered enterprise-level power for the unbeatable price of $0.
With over 17,000 sellers managing 38 million ASINs and sending 350,000 daily review requests, HighFive’s impact on the marketplace has been massive. However, as the saying goes, “the only constant on Amazon is change.”
As of January 31, 2026, HighFive is officially transitioning from a free tool to a tiered pricing model. At adsAcros, we’ve been analyzing what this means for our clients and the broader implications for Amazon business owners.
Why the “Free Era” of Amazon Tools is Ending
Many sellers are asking: Why now? The shift isn’t a random decision by the HighFive team. It is a direct response to a major overhaul in Amazon’s Selling Partner API (SP-API) fee structure. Recently, Amazon instituted a significant data usage fee for all third-party developers supporting sellers.
For a high-volume app like HighFive, which has sent over 150 million requests to date, these “Amazon Taxes” translate into operating costs of hundreds of thousands of dollars per month. This move by Amazon has forced many developers to either shut down or move to a subscription model.
The Infrastructure Reality
Running an app that handles millions of ASINs requires immense server power and security compliance. Joshua Gentine, Co-Founder of HighFive, noted that while they fought to mitigate these fees, the costs of maintaining a high-performance tool in the current Amazon ecosystem are simply too high to remain free.
Breaking Down the New HighFive Pricing
HighFive is implementing a usage-based pricing program. This ensures that smaller sellers aren’t subsidizing the data costs of massive aggregators. Your specific plan is determined by:
- Order Volume: How many orders you’ve processed in the last quarter.
- ASIN Count: The total number of active products in your catalog.
For example, a seller with roughly 5,700 orders per quarter and 130 ASINS is being moved to the Advanced Plan.
Important Deadline: All HighFive users must complete their payment by January 31, 2026. Failure to do so will result in account deactivation, which means your automated review requests will stop—potentially leading to a “review drought” that can hurt your Best Seller Rank (BSR).
The New “Traffic” Module: A Silver Lining for Data-Hungry Sellers
To ease the transition to a paid model, HighFive has launched a powerful new feature: the Traffic Module.
This isn’t just a “throwaway” feature; it targets one of the most difficult data points to track in Seller Central: View vs. Buy (Conversion Rate) analysis.
Why View vs. Buy Data Matters
Most sellers look at total sales, but high-level sellers look at the gap between a “glance view” and a purchase. The Traffic Module allows you to:
- Identify High-Traffic, Low-Conversion ASINs: If people are clicking but not buying, you likely have a listing issue (bad images, high price, or a lack of recent social proof).
- Optimize Ad Spend: If an ASIN has a great “View vs. Buy” ratio, you should be pouring more fuel on the fire with PPC.
- Review Correlation: For the first time, you can easily see how your automated review requests directly impact your conversion rate over time.
Agency Perspective: Is HighFive Still Worth the Investment?
As an Amazon marketing agency, our stance is clear: Review automation is no longer optional.
While Amazon has a manual “Request a Review” button in Seller Central, clicking it for hundreds or thousands of orders is a waste of your most valuable resource: time. Furthermore, HighFive’s automation is 100% TOS-compliant, protecting your account from the risks associated with “black hat” review services.
If you are a growing brand, the cost of the subscription is almost always outweighed by the increased conversion rate that a steady stream of 5-star reviews provides.
Frequently Asked Questions (FAQ)
1. What happens if I don’t pay by Jan 31, 2026?
HighFive will turn off your account. This means your automated review requests will cease, and you will lose access to the dashboard and the new Traffic Module.
2. Is this pricing change across all Amazon apps?
Many apps are following suit due to Amazon’s new developer fee structure. HighFive is one of the last major “free” tools to make this transition.
3. How do I know which plan I am on?
You can check your assigned tier by logging into the HighFive Auth Portal. Your tier is calculated based on your historical data usage.
Final Thoughts
The transition from free to paid is always a hurdle, but in the case of HighFive, the addition of the Traffic Module and the reality of Amazon’s API fees make it a necessary evolution.
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