Reviews API provides a fully flexible method for integrating Feefo reviews into a merchant's website and is known as a Customisable Integration. This method involves the merchant's server retrieving feedback data from Feefo's servers using JavaScript Object Notation (JSON), processing the returned data and customising it where needed ready for displaying within specific pages of the merchant's website. This process is known as ‘transformation’.

Feedback data is downloaded from the Feefo servers using a secure URL in the form of: ...


  •  merchant_identifier = the merchant’s unique Feefo identifier, which in this example is example-retail-merchant. To find your merchant identifier, see Where to find my merchant identifier.
  •  p1=v1, p2=v2 and p3=v3 are parameter/value pairs used to configure the content of the returned JSON data.

The choice of parameters and values depends on the type of API endpoint required. Feefo offers two possible Review API endpoints:

  1. A summary of the review information, for example, the total counts and average scores. A full list of possible parameters and values can be found at Reviews API Request Parameters (Summary). The Reviews API URL for a summary is:
  2. A detailed listing of reviews, for example, individual ratings and the comments left by customers. A full list of possible parameters and values can be found at Reviews API Request Parameters (Reviews).The Reviews API URL for a detailed listing is:

A successful Review API call returns review data in JSON format. For example:
 would produce the following review data from Feefo:

  "merchant": {
    "identifier": "example-retail-merchant", 
    "name": "Example Retail Merchant", 
    "url": "", 
    "logo": "example-retail-merchant-logo.png", 
    "review_url": ""
  "meta": {
    "count": 3878, 
    "pages": 194, 
    "page_size": 20
  "rating": {
    "min": 1, 
    "max": 5, 
    "rating": 4.9, 
    "service": {
      "count": 3878, 
      "1_star": 8, 
      "2_star": 28, 
      "3_star": 0, 
      "4_star": 181, 
      "5_star": 3661
    "product": {
      "count": 6240, 
      "1_star": 55, 
      "2_star": 102, 
      "3_star": 0, 
      "4_star": 724, 
      "5_star": 5359

Although the above format is the actual output generated by the API call, the various response parameters in a summary endpoint file are documented elsewhere in the Knowledge Base in the form of:

  • summary.merchant.identifier
  • summary.merchant.url
  • summary.merchant.logo
  • etc.

In a similar way, the response parameters in a reviews endpoint files are documented in the Knowledge Base in the form of:

  • reviews[].merchant.identifier
  • reviews[].last_updated_date
  • reviews[].tags[].key
  • reviews[].tags[].values[]
  • etc.

Note that the square brackets [] indicate that a list of values would be returned for this part of the parameter call. For full details see either Reviews API Response Parameters (Summary) or Reviews API Response Parameters (Reviews).

Once the API has returned the correct data to your servers, your developers can create suitable code to present the results exactly as you would like them. This offers you the opportunity to integrate Feefo reviews onto your web pages using the same look and feel as the rest of your website, creating engaging content to keep prospective customers on your site.

Reviews API Request Parameters (Summary)