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Effective November 6th, Amazon will start enforcing the new Buyer-Seller Messaging guidelines. If you don’t take action, your business could be in jeopardy !

Actions You Need To Take Immediately:

  • Do not incentivize or use suggestive language in your review/feedback request emails
    • No coupons or promotions
    • Do not ask for 5 star or positive review
    • Do not ask steer them to contact you if they have issues prior to leaving a review 
    • Ask reviews in neutral tone
  • Remove all emojis, animated gifs/images, and images of your product
    • These are no longer allowed by Amazon
    • Images of your store/brand Logo is okay and recommended to have
  • Disable all Order Shipment emails
    • However, you can send proactive product instruction or warranty information emails.
  • No links outside of Amazon unless they are necessary for order completion
    • No links to other websites
    • Links to Amazon pages are okay

Buyer-Seller Messages:

  • Non-permitted messages type:
    • Order/shipping confirmations (Amazon does that automatically)
    • Emails that only say “Thank you”
    • Emails that offer your assistance if buyers have any issues
    • Marketing or promotional messaging, including coupons
    • Language encouraging positive product reviews or seller feedback ratings
    • Requests for removal or an update of an existing product review
    • A request for a review only if the buyer had a positive experience with the item
    • A repeat request (per order) for a product review or seller feedback
  • Permitted messages type: sellers are permitted to send proactive permitted Messages for the following reasons and must be sent within 30 days of order completion:
    • Resolving an issue with order fulfilment.
    • Requesting additional information required to complete the order
    • Asking a return-related question
    • Sending an invoice
    • Requesting product review and/or seller feedback
    • Scheduling the delivery of a heavy or bulky item
    • Scheduling a Home Services appointment
    • Verifying a custom design, or any other reason where the contact is required for the buyer to receive their purchase.

However, permitted messages SHOULD NOT INCLUDE:

  • Attachments (except for any necessary to resolve a buyer’s issue such as shipping labels, invoices, or custom designs)
  • External links, unless they are secure working links needed to complete the order or links to Amazon
  • Logos that contain or display a link to your website
  • A link to opt out of messaging
  • Sensitive content such as bare skin, violence/gore, or offensive language
  • Tracking pixels or images
  • Email addresses
  • Phone numbers unless they are related to warranties, shipping providers, or manufacturers
  • Images of the products purchased (Amazon includes these on your behalf)
  • Images that are not related to your brand or company

Permitted messages guidelines:

Amazon also shared guidelines for styling Permitted Messages. These messages should not contain:

  • Emojis
  • GIFs
  • Message margins over 20% max width
  • Overrides of Amazon’s default line height, font family, or font color
  • Fonts in more than three sizes
  • Unsecure images (http instead of https)
  • Major spelling or grammatical errors
  • Message bodies that override default text alignment settings
  • More than two line breaks in a row

Najad Jonas-Menouar is the Founder of Sonemos Media, an independent agency dedicated to Amazon Marketing, Advertising and sales..