Last December, Amazon published a Clarification to their Communication Guidelines which seems to have created some confusion for sellers regarding product reviews. However, it’s important to note that sending emails to buyers is still allowed and can be a great way to open up the lines of communication with them. Requesting reviews as part of this communication is also still allowed if you do it correctly and stay within Amazon's guidelines. While Amazon introduced a new option to enable sellers to send those requests directly through their platform, you can still use our Email Campaigns feature to send customized messages to your customers.
Jungle Scout is committed to ensuring all the services we provide are 100% compliant with Amazon’s ToS which is why we are constantly working on improving our Email Campaigns feature based on the most recent policy updates.
Requesting Product Reviews While Still Being Compliant with Amazon’s ToS
Our expert team put together this handy guide to make things clearer (if you want to read our Ultimate Guide to Amazon’s Product Review ToS blog post click here)
What information should be excluded from permitted messages?
- Any of Amazon Restricted Keywords in the subject line → Important, Additional, Information, Required, Attention
- Marketing or promotional messaging, links or attachments → no coupons, pdfs, links to your website, special offers, or links for opting out of emails
- Be mindful of the language you use → Never ask buyers to remove or edit product reviews, use neutral language, and don't incentivize customers to leave you a positive rating. Stay away from 'If/Then' statements like "If you are happy, please leave a review. If you have an issue with the product, contact us". Messages like this will put your account at risk.
⚠️ Remember you can only send one review request per order
What’s changing with Email Campaigns?
- New Email Campaign Limits → Instead of scheduling multiple messages based on different triggers, going forward you'll be able to send one single message per campaign.
- Language/Wording → The wording of the templates has been edited to maintain a neutral tone. Feel free to customize your message but be mindful of the language requirements Amazon has established.
- Autofill tags → The Product Review Links, Order Link, Contact Link & Tracking Link are being removed from the autofill tags since links are not permitted in this type of buyer-seller communication.
- Adding an image by URL → This option will be removed
- Triggers → You can still choose the trigger for your one message: Purchased, Shipped, Delivered (the Refunded trigger won't be available any longer).
What can I do to Ensure my Campaigns are ToS Compliant?
Email Campaign changes are now live! If you have active email campaigns (created before February 15), there are a few things you can tweak to make sure you are adhering to Amazon's updated terms and ensure there are no issues.
🔸 Remove any of the auto-fill tags that include links (Product Review Link, Product Review Button, Product Review Stars, Order Link, Contact Link & Tracking Link). Also remove any other links you may have included previously like links to your website, even ones embedded as part of a logo. The Buyer Name autofill tag has already been removed from Email Campaigns since Amazon no longer provides this information to sellers for privacy reasons. If you were previously using that auto-fill tag, now is a good time to replace it with something more general like "Hi there," or "Hello,".
🔸 Modify your campaigns to only contain one email. If you currently have any campaigns that consist of more than one email per order, only the first email will be sent after these changes are made in February. Rewrite your one email so it makes the most impact since you will only have one chance to make contact with your buyers.
🔸 Make sure the trigger for the single email to be sent is either Purchased, Shipped, or Delivered. Any emails using the Refunded trigger won't send anymore.
🔸 Double-check the content of your emails. Make sure the wording is neutral and you are not including any information not permitted by Amazon.