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  • Update to type of messages you can and cannot send to buyers
  • You can still send requests for reviews
  • Clear list of what you cannot send
  • New rules come into effect on 3rd November 2020

On 3rd November 2020, changes to the Buyer-Seller Messaging Guidelines will come into effect.

Even if the term ‘Guideline’ is used, you should consider them more like “Amazon’s Law” as sellers who do not comply may see their ability to send messages restricted, or even worse, having their seller privileges removed.

Below we summarise what is allowed and what is not allowed.

Some good new first though 🙂

  1. You can continue to use Trendle to automatic sending your post-purchase emails to your customers!
  2. You can continue asking for Product Reviews and Seller Feedback!

We’re here to help! We’ll review your automatic email campaigns and provide you feedback in order to stay compliant, more information here.

What is Allowed?

1.Direct Communication: Order Status Messages
This concerns FBM sellers who need to notify Buyers in only one of the following scenarios: 1) Problem With Order Fulfilment; 2) Return-related

2. Buyer-Seller Messages
You can only send a message to a customer if either: 1) they have contacted you with a question, or 2) you are pro-actively contacting a customer regarding a purchase. In this case you may only send one (1) message if this message concerns one of the following:

  • requesting product review and/or seller feedback,
  • resolving an order fulfilment issue (ie for FBM sellers),
  • requesting additional information required to complete the order (ie for FBM sellers),
  • asking a return-related question (ie for FBM sellers),
  • sending an invoice (Note: If you’re signed up to Amazon’s free invoice service then the customer will already be receiving an invoice from Amazon),
  • scheduling the delivery of a heavy or bulky item (ie for FBM sellers),
  • 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 (ie for FBM sellers).

You then also need ensure your one (1) message is:

  • sent within 30 days of order completion,
  • must include the order ID,
  • must be in the buyer’s Language of Preference,
  • and critical message guidelines

What is not allowed?

You are no longer permitted to send messages of the following nature:

  • Order or shipping confirmations (Amazon already does this, even for FBM sellers!)
  • Messages that say only “Thank you” or that you are here to help if buyers have any problems –> Make sure to add value by offering something extra like an ebook and to ask for a review!
  • Marketing or promotional messaging, including coupons
  • Language that either provide an incentive or persuades the buyer to submit positive product reviews or seller feedback, including by offering compensation, money, gift cards, free or discounted products, refunds, rebates or reimbursements, or future benefits
  • Language that requests removal or an update of an existing product review
  • Language that requests a product review only if they have had a positive experience with the product
  • A repeat request (per order) for a product review or seller feedback

Any message you do send must not contain the following:

  • External links unless they are secure working links (https, not http) necessary for order completion or links to Amazon
  • Attachments except for product instructions, warranty information, or invoices
  • Logos, if they contain or display a link to your website
  • Link to opt-out of messaging
  • Sensitive content in images or text (e.g. bare skin, violence/gore, adult/offensive language)
  • Tracking pixels or images
  • Email addresses or telephone numbers
  • Images of purchased products as Amazon includes those on your behalf – Trendle’s tag for Product Image will be removed as a result 🙁
  • Images that do not relate to your brand or company
  • Accessibility issues
  • Emojis
  • GIFs
  • Message margins over 20% max width
  • Image or graphic sizes larger than 80% max width
  • Overrides of Amazon’s default line height, font family, or font color
  • Fonts in more than three sizes
  • Message bodies that are centered or that otherwise override default text alignment settings
  • More than two line-breaks (spacing between paragraphs) in a row
  • Unsecure images (http instead of https) – Trendle will take care of this when you insert images into your email campaigns
  • Spelling errors or grammar issues

For further details please read the official documentation in Seller Central.

We’re here to help! We’ll review your automatic email campaigns and provide you feedback in order to stay compliant, more information here.

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