Shoppers Can Unsubscribe from Amazon Emails. What Does It Mean for Sellers?


Amazon constantly updates their Messaging system for buyers and sellers to make the customer experience the best for shoppers. Unsolicited emails are considered to lower user experience.

Until Amazon has restricted their rules, customers did not have a chance to opt out of unwanted emails.


Still, Amazon allows sending critically important emails even if a customer has opted out. Amazon seller can send emails regarding:

  • Questions about product customization.
  • Delivery schedules.
  • Problems with shipping addresses.


Amazon provides the list of non-critical emails:

  • Reviews of feedback requests.
  • Delivery/order/shipment confirmations.
  • Customer services (sending FAQs, manuals, tips and so on).
  • Notifications about out-of-stock products or offering alternatives instead.


Amazon states that sellers can send critical emails via Seller Central. Sellers can go to ‘Manual Orders’, select the buyer’s name and this will take them to messaging between buyer and seller. Click ‘Additional information required’ there, write your email and ‘Send’ it.

You can send different emails to your customers, but if some of them have opted out of your emails, don’t try to send them non-critical ones, as this will be considered a violation of Amazon ToS, which may be followed by a ban or account suspension.


New Rules for Amazon Seller Emails

The good news is that many shoppers don’t mind receiving emails about their orders. You shouldn’t be upset if a couple of customers opt out of your emails.

So, not much is changed for sellers, they can still send emails to customers who have opted in and even ask them for feedback. Though, this may be done very carefully.


We have an article in our Email Course where you can find out more about writing letters compliant with Amazon ToS.

In short, you have to keep in mind what is prohibited:

  1. Diverting transactions or buyers. Don’t readdress customers to third-party sites from Amazon.
  2. Using improper business names. You must use only your brand name which should be unique and not trademarked by other sellers.
  3. Using prohibited communications. According to Amazon, any communications not concerning order fulfillment and customer service are prohibited. You also can’t use wide-spread marketing phrases and call-to-actions.
  4. Using customers’ contacts incorrectly. You can’t use their phone numbers for achieving your goals. Using personal information of your customers is restricted.
  5. Direct email sending. You have to send only customer service and order fulfillment letters, no other ones.
  6. Misuse of reviews and feedback. You can’t ask customers to leave positive feedback or a positive review. You can ask for their own impressions instead.


And note, that this is fair only for customers who have opted in. Those who have unsubscribes from Amazon emails should not receive non-critical emails ever, as this can be considered ToS violation.


What If Seller Sends an Email to Unsubscribed Customer?

First of all, Amazon won’t let this message to reach this customer’s email. So, your message won’t go through and you will receive an email from Amazon telling that your message has been blocked.

In case you have some critical information to achieve your customer, go to Seller Central, choose the subject ‘Additional Information Required’ and send your email as it was described above.


If you will be trying to bypass this block and cheat the system by sending promotional emails via Seller Central to users who have opted out, you are likely to get a ban from Amazon. People who were searching how to stop Amazon emails, won’t be happy to receive tons of unsolicited messages again.


If you are a Seller Nexus user (or user of any other autoresponder), you can add emails of opted out users to blacklist for them to not receive your scheduled emails.

Here is a manual on how to add users to your blacklist in Seller Nexus. So, opted out customers won’t receive your Amazon seller emails. The only thing is that you’ll have to add those users manually. Still, we hope that not many users will unsubscribe from your Amazon emails! ;)


Final Thoughts

In general, these new Amazon’s rules are not so bad both for shoppers and sellers. They allow people to make their customer experience better, to find what they were searching for and to get as much help by email as they actually need. Everyone is happy with the result. Still, sellers are forced to creating new ways of productive communication with their customers.


We recommend you not to over-message customers and ALWAYS keep in mind Amazon Terms of Service. 2-3 emails per order are enough, and as for ToS compliant texts, Seller Nexus offers ready-made templates that are fully in line with the rules. Register and use them for free!