How do I claim my business on Kelley Blue Book?

The KBB.com pages we checked do not describe a separate claim process for a dealer listing. KBB says every dealer that has KBB.com reviews gets access to the review dashboard, which is reached by signing in to Autotrader's Dealer Site (dealers.autotrader.com) and choosing KBB Ratings in the Shortcuts menu. For dealer products and account questions, KBB points businesses to its B2B site (b2b.kbb.com), which has a client and dealer login and a help center.

Can a business reply to reviews on Kelley Blue Book?

Sign in to Autotrader's Dealer Site on a computer and click KBB Ratings in the Shortcuts menu. The Summary tab gives an overview of your ratings and the Reviews tab lists each shopper's rating and review. Type your reply in the field under a review and click Publish; it posts publicly under your dealership's name. KBB emails the dealer when a new review arrives, and the link in that email also opens the reply screen. Replies may not appear right away; KBB says they show next to the original review on Autotrader and KBB.com within 24 hours. Reviewers are notified of your reply and can then update their review. KBB's tips: not every positive review needs a public reply, keep replies short, respond to negative reviews quickly and positively, apologize where appropriate, protect the reviewer's personal information, and sign with a name or title.

What are the review rules on Kelley Blue Book?

A review needs a star rating, the purpose of the visit (buying or selling a car, or service and repair), and a written description of the experience; the reviewer's email is required but not shown. Reviewers certify they are not a current or former employee of that dealership, nor a current employee of any other dealership. KBB's dealer FAQ says KBB emails selected active shoppers to invite them to review dealers they interacted with. All reviews are subject to KBB.com's Terms of Service, which forbid knowingly false or defamatory, abusive, hateful, harassing, threatening, obscene, or profane material, personal details such as phone numbers or addresses, spam, ads, and impersonation. KBB reserves the right, but takes no obligation, to delete or edit reviews it considers unacceptable or inappropriate, and says reviews are the views of their authors. Dealers cannot remove the KBB.com Dealer Rating from their Dealer Details Page; in some cases they may hide the rating badge from their listings.

How do I report a review on Kelley Blue Book?

The KBB.com pages we checked do not describe a way for dealers to dispute or report a specific review. KBB's general contact form (kbb.com/contact-us) accepts comments or complaints and asks you to paste the URL of the page your feedback is about. Dealer account questions go through KBB's B2B help center.

Kelley Blue Book Review Guide: claim, reply, rules

Who uses Kelley Blue Book

Car dealerships (sales and service departments) and the shoppers who compare them. Reviewers rate a dealer after buying, selling, or servicing a car there.

Claim your profile

The KBB.com pages we checked do not describe a separate claim process for a dealer listing.
KBB says every dealer that has KBB.com reviews gets access to the review dashboard, which is reached by signing in to Autotrader's Dealer Site (dealers.autotrader.com) and choosing KBB Ratings in the Shortcuts menu.
For dealer products and account questions, KBB points businesses to its B2B site (b2b.kbb.com), which has a client and dealer login and a help center.

Official guidelines: b2b.kbb.com

Replying to reviews

Sign in to Autotrader's Dealer Site on a computer and click KBB Ratings in the Shortcuts menu. The Summary tab gives an overview of your ratings and the Reviews tab lists each shopper's rating and review. Type your reply in the field under a review and click Publish; it posts publicly under your dealership's name.

KBB emails the dealer when a new review arrives, and the link in that email also opens the reply screen.
Replies may not appear right away; KBB says they show next to the original review on Autotrader and KBB.com within 24 hours.
Reviewers are notified of your reply and can then update their review.
KBB's tips: not every positive review needs a public reply, keep replies short, respond to negative reviews quickly and positively, apologize where appropriate, protect the reviewer's personal information, and sign with a name or title.

Official guidelines: b2b.kbb.com

Review rules

In our own words. The official page is the rule that applies.

A review needs a star rating, the purpose of the visit (buying or selling a car, or service and repair), and a written description of the experience; the reviewer's email is required but not shown.
Reviewers certify they are not a current or former employee of that dealership, nor a current employee of any other dealership.
KBB's dealer FAQ says KBB emails selected active shoppers to invite them to review dealers they interacted with.
All reviews are subject to KBB.com's Terms of Service, which forbid knowingly false or defamatory, abusive, hateful, harassing, threatening, obscene, or profane material, personal details such as phone numbers or addresses, spam, ads, and impersonation.
KBB reserves the right, but takes no obligation, to delete or edit reviews it considers unacceptable or inappropriate, and says reviews are the views of their authors.
Dealers cannot remove the KBB.com Dealer Rating from their Dealer Details Page; in some cases they may hide the rating badge from their listings.

Official guidelines: kbb.com

Reporting a review

Kelley Blue Book's own process, step by step.

The KBB.com pages we checked do not describe a way for dealers to dispute or report a specific review.
KBB's general contact form (kbb.com/contact-us) accepts comments or complaints and asks you to paste the URL of the page your feedback is about.
Dealer account questions go through KBB's B2B help center.

Official guidelines: kbb.com

Tips

Watch for KBB's new-review emails so you can reply while the visit is fresh.
Reply to negative reviews quickly, check your records first, and offer a direct contact instead of sharing personal details in public.
Keep replies short and personal, and sign with a name or title.
Keep Google and Facebook reviews healthy too, since the KBB.com Dealer Rating draws on them.

Sources

Last checked October 27, 2026. Site rules change; the official pages are the final word.

About the numbers

AI citations: the share of answers from AI assistants that cite a page on kbb.com, out of 23,227 answers in the last 90 days, to questions about the businesses in our directory ("what do customers say about ...") and to category questions ("best dentist in ..."). Search-result and help pages on a review site are not counted. As of October 30, 2026. ↩
Cited by AI, by industry: for each industry (a directory category, or the national brands filed under an industry such as e-commerce), the share of AI answers about businesses in that industry that cite a page on kbb.com; n is the number of answers in that industry (last 90 days; only industries with at least 20 answers). As of October 30, 2026. ↩
Has a profile, by industry: the share of the businesses we checked in each industry that have a Kelley Blue Book profile; n is the number of businesses checked in that industry. As of October 30, 2026. ↩
States: the share of the businesses we checked in each state that have a Kelley Blue Book profile. States with too few businesses for a stable number are marked "small sample" and are not ranked; when every state is a small sample, none is shown. As of October 30, 2026. ↩
Site reach: the estimated monthly organic search visits to kbb.com (DataForSEO Labs) and its Domain Rating (Ahrefs, 0 to 100). These are third-party estimates for the whole domain, not figures from Kelley Blue Book. As of October 2026. ↩

How these numbers are collected: how we measure.

Key facts