On September 8th, Amazon announced updates to its communications policy. The update clarifies what buyer-selling communication is permitted by Amazon’s policies, something that was previously ambiguous at best. The update is intended to reduce the number and improve the quality of emails Amazon shoppers receive in the interest of improving the Amazon buying experience.
Sellers are permitted to communicate with buyers for the following three reasons:
Proactive messages may be sent using email, Amazon’s templates in Seller Central, third-party applications, or via API. These messages must be sent within 30 days of order completion, include the 17-digit order ID, and be in the buyer’s preferred language. Amazon retains the authority to modify subject lines as it deems necessary.
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Amazon’s policy update states that sellers may not send the following message types to buyers:
Seller-buyer communications must not contain any of the following:
Likewise, the policy update also forbids seller communications from containing any of the following:
Sellers that fail to comply with Amazon’s updated guidelines by November 3rd may face temporary restrictions in proactive seller-buyer communication or a suspension of their seller account.