How Not to Break Amazon Email Policy | Email Course. Part 6


Amazon has a strict email policy, all sellers should match it in order not to be banned. There is a list of specific restricted actions and activities. In this article, we will cover this topic and show you how to be fully compliant with Amazon’s rules.

Let’s start with the specific guidelines for emailing customers, continue with some general rules and finish with a well-tested way of being TOS compliant.


Amazon Email Guidelines

According to what Amazon says in Seller Central, sellers are allowed only to contact shoppers for completing an order or responding their questions regarding the service. They strictly prohibit contacting customers (by email, phone, physical mail) for any promotional or marketing purposes.

Well, everything is not so bad as it seems.

Sure, there is no much room for creativity, but autoresponders still work. In general, you have to contact your buyers only to inform them about their orders’ fulfillment or customer service, but it is not criminal to ask them to leave their honest thoughts in product reviews or seller feedback on Amazon.

Don’t ever write ‘positive’ or ‘negative’ feedback, as you will be banned by Amazon immediately!

Here is a screenshot from Amazon on this topic:


You see, you still CAN communicate with your customers and even ask them in your emails to leave their feedback on Amazon. Just do that carefully.

Find more details in Amazon’s FAQ about messaging.


General Guidelines of Amazon

No matter whether you are working as a seller or a service provider as these guidelines apply to any kind of business on Amazon. For specific services, check out these policies.

Here are the main restricted activities (in fact, the list is longer than 6 points; we have just picked up everything that concerns emails):


1. Attempts of diverting buyers or transactions

You can’t readdress your customers to other sites except for Amazon. So, don’t encourage your shoppers to leave Amazon with any tools: CTAs, special offers, etc. Don’t use links or web addresses in the product listings or emails to customers.


2. Improper or unauthorized business names

The name must be unique and original. It mustn’t be misleading or be an already registered trademark of another seller. What’s more, you are not allowed to use email suffixes (.com, .biz, .net, etc.).


3. Prohibited email communications

Amazon makes the rules for email sending more strict every year. For now, they prohibit all emails that are not concerned customer service or order fulfillment. You can’t just contact your customers by email and ask them to write feedback on your Amazon product page or ask for a seller feedback. So, you are not allowed to use any marketing phrases and call-to-actions in your emails concerning order fulfillment.


4. Incorrect usage of customers phone numbers

Phone numbers are provided by Amazon only to those sellers who fulfill their orders manually, and not use Amazon FBA. If you have a customer’s phone number, never call them and ask for feedback or something else. Using personal information is fully covered in the Seller agreement.


5. Direct email messaging

If you want to help your customer solve some issue or write something that doesn’t concern product shipment, delivery and customer service, you must use Amazon messaging service, but not send numerous emails to customers.


6. Misuse of reviews and feedbacks

As an autoresponder, Seller Nexus keeps an eye on that. You can’t manipulate your ratings, reviews or feedback in any way. This is especially true with emails, as many sellers used to ask customers for a positive review or feedback in their emails. It worked years ago but is punished by Amazon now.


How To Be Amazon TOS Compliant

We have taken care about your possible headaches and created various templates that are completely meet Amazon TOS.

Find them in your Seller Nexus account and feel free to use them!

You won’t be charged a cent, so just log in and explore your new possibilities of sending emails that are both legitimate and effective from the perspective of business.


Check out other parts of this Mini-Course:

Part 1. Why Should You Email Customers on Amazon?

Part 2. How to Create Catchy Email Headlines

Part 3. How to Write a Perfect Email

Part 4. Other Email Contents: Graphics, CTAs, etc

Part 5. Email Attachments

Part 7. How Autoresponder Works

Part 8. How to Create Email Campaign in 2 Minutes