Amazon’s Terms of Service (also called Policies and Agreements) can be confusing and vague at times. Often sellers are unsure of what they can/can’t do when it comes to messaging customers.
Amazon Buyer-Seller Messaging Guidelines
To clear up any confusion, we have compiled the below list of guidelines to help you stay compliant when using buyers-seller messaging.
- Do email your customers asking for a review. This is allowed and encouraged by Amazon.
- Do not use Amazon’s buyer-seller messaging for marketing or promotional purposes.
- Do not offer incentives to anyone for leaving a review. This includes free or discounted products and other rewards.
- Do not include links to a third-party website.
- Do not include a link to an Amazon product page. You can link to the product review page.
- Do not include a link to your Amazon storefront.
- Do not include a link with your logo.
- Do not include a coupon code for purchases in the future.
- Do not ask for positive reviews.
- Do not direct customers to contact you instead of leaving a negative review.
- Do not request seller feedback or product reviews more than once per order.
- Do not send messages more than 30 days after an order has been placed.
Note, failure to comply with any of the points above may result in your messaging being revoked for 30 days or a withdrawal of selling privileges on Amazon.
Examples of Amazon Policy Violations
- Sellers are prohibited from posting a review of their own product or a competitor’s product.
- Likewise, a family member or employee of the seller cannot post a review of your product or a competitor’s product.
- Sellers are prohibited from offering a financial reward, discounted/free products or other compensation in exchange for a review.
- Sellers are prohibited from offering to provide a refund or reimbursement after the buyer writes a review.
- Sellers are prohibited from using a third-party service that offers free or discounted products tied to a review.
- Sellers are prohibited from asking a reviewer to change or remove their review.
- Sellers are prohibited from diverting negative reviews to be sent directly to them.
- Sellers are prohibited from inserting a request for a positive Amazon review or incentive in exchange for a review into product packaging.
Amazon’s Temporary Restriction Email
Recently, Amazon has been strongly enforcing its policies and agreements related to buyer-seller messaging.
Affected sellers have received a temporary restriction from sending emails ranging from 120 hours to 30 days.
Within the email, Amazon outlines six reasons why you have received a temporary restriction.
- You are using “[Important]” in the subject line or contact reason “Additional Information Required” when it is not necessary to complete an order.
- You are sending marketing or promotions.
- You are either incentivizing or manipulating product or seller reviews.
- You are asking for the same review repeatedly.
- You are sending links or attachments that are not necessary to complete the order.
- We have received an excessive number of customer complaints about your unsolicited messages.
It’s good practice to regularly review your Amazon messaging to ensure you are remaining compliant with Amazon’s ToS.
If you have any further queries, just get in touch with our customer support team.
Further reading
- Amazon Allowed HTML
- Selling Policies and Seller Code of Conduct
- Communicate With Buyers Using Buyer-Seller Messaging – Seller Central login required
- FAQ about Product Reviews – Seller Central login required
