Especially when you have no reviews?
To start generating reviews, you can begin with Vine, and as reviews start coming in, you can then start running PPC campaigns.
When you have no reviews, the most effective places to advertise are platforms where visibility does not depend on social proof, starting with Amazon Sponsored Products and Sponsored Brands, which allow you to buy visibility directly and generate your first sales and reviews through traffic rather than trust.
Off Amazon, social media platforms like TikTok, Instagram Reels, and Facebook groups work well because short-form content can drive interest without reviews, especially if you focus on demonstrations, before-and-after results, or problem-solving angles rather than testimonials. Google Shopping and Google Search Ads are also effective for intent-based traffic, as buyers searching specific products are less review-sensitive, particularly if pricing and images are competitive.
Influencer seeding with micro-influencers is another strong option, as audiences trust creators more than listings, and this can generate early content even before reviews appear. Finally, your own website with paid traffic can be useful if positioned as a brand-first experience, but in the early stage, paid marketplaces and short-form social content usually convert better than relying on organic trust signals.