Amazon Buyer-Seller Messaging policy – November 2020

Amazon Buyer-Seller Messaging policy – November 2020

Amazon began rolling out policy changes to its Communication Guidelines, which incorporates changes to its Buyer-Seller Messaging policy – September 2020.

Amazon will begin enforcing the new policy on November 3, 2020, which provides sellers & 3rd party software providers eight weeks to find out the new guidelines. It applies to sellers across all marketplaces. Amazon Buyer-Seller Messaging policy 2020, Failure to suits the new guidelines may end in Amazon limiting Permitted Messages to Amazon’s templates or a suspension of selling privileges in Amazon stores. Amazon has the authority to dam any message at its discretion.

Following may be a summary of the significant updates made (with more detail provided afterwards during this post):

  •  Communications to customers will get to follow new language and formatting rules.
  •  Sellers can still invite product reviews & seller feedback but may only ask a buyer for a review/seller feedback ONCE per purchase.
  •  Sellers can even use third-party software to best suits

There are three main reasons why Amazon has updated its communications policy to buyers, all of which ultimately raises the bar to assist in a more robust marketplace. These changes will:

1. Limit proactive Text to those concerning order completion.

2. Improve both the standard and content of the bold statements that sellers send to buyers.

3. we can Protect buyers from fraud and abuse, and to guard sellers against evil actions from competitors.

The Updated Amazon Messaging Policy: What Is/Is Not Allowed

Amazon considers “Non-Permitted Messages” as people who can’t be sent as a standalone message or as included in other directives. These include:

  •  Order or shipping confirmations
  •  Messages that say only “Thank you” or that the vendor is here to assist if buyers have any problems
  •  Marketing or promotional messaging, including coupons
  • A repeat request (per order) for a product review or seller feedback
  •  Any promotion for extra products or references to third-party products or promotions

Amazon considers “Permitted Messages” together of two types: Necessary Permitted Messages and Proactive Permitted Messages. Here’s what you would like to understand both and where they overlap and differ:
Necessary Permitted Messages

  • Defined as those communications necessary to finish the order or to reply to a customer service inquiry
  •  Are order-specific and thus can only to sent via a seller account in Amazon’s Seller Central
    Examples include:
  •  Problem with Order. Sellers must communicate with buyers if a product ordered isn’t available to be shipped. Sellers should adjust the total order amount using the Manage Orders. Seller Central, followed by using the “Problem with Order” choice to communicate with the customer about the lack to satisfy the order.
  •  Return-related: Sellers must process refunds for the order amount (minus any charges) using the Manage Orders feature in Seller Central. Sellers may communicate with buyers about their returns; only sellers need additional information to finish the return or offer a partial refund.

Proactive Permitted Messages

  • Defined as messages sellers initiate that aren’t responses to a buyer’s question
  • are often sent using Amazon’s templates via the Contact Buyer or Request a Review page in Seller Central or by using third-party applications within the Applications Store or the API

Examples include:

  •  Resolving a problem with order fulfilment
  •  Requesting additional information required to finish the order
  •  Asking a return-related question
  •  Sending an invoice
  •  Requesting product review and seller feedback
  •  Scheduling delivery for an essential or bulky item
  •  Scheduling a Home Services appointment
  •  Verifying a custom design
  •  the other reason where the contact is required for the customer to receive the acquisition.

To whom can a seller send Necessary Permitted Messages and Proactive Permitted Messages?

A seller can only send Necessary Permitted Messages and Proactive Permitted Messages to customers. Who has contacted them about purchasing a product? Who has already purchased a product from them on the Amazon store?

Necessary Permitted Messages and Proactive Permitted Messages must:

  •  Be sent within 30 days of order
  •  Include the 17-digit order ID and be within the buyer’s language of preference

Major Amazon Communications Policy Updates

Amazon has now explicitly stated what violates messaging rules within all Necessary Permitted Messages and Proactive Permitted Messages. don’t include the following content:

language that either incentivizes or persuades the customer 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

  •   That requests removal or an update of an existing product review
  •   That Language invites a product review as long as they need had a positive experience with the merchandise
  •  External links unless they’re secure working links (https, not HTTP) necessary for order completion or links to Amazon
  •  Attachments apart from product instructions, warranty information, or invoices
  •  if logos 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
  •  EmailEmail addresses or telephone numbers
  •  Images of the purchased product(s) as Amazon includes those on your behalf
  •  Images that don’t relate to your brand or company
  • Amazon Buyer-Seller Messaging policy
  •  Spelling errors or grammar issues

Within all Permitted Messages, don’t have any of those styling elements:

  •  Known accessibility issues as laid out in the online Content Accessibility Guidelines from the online Accessibility Initiative
  •  Emojis 🙁
  •  GIFs
  •  Message margins over 20% maximum width
  •  Image or graphic sizes larger than 80% full width
  •  Overrides of Amazon’s default line height, font family, or font colour
  •  Fonts in additional than three sizes
  •  Message bodies that are centred or otherwise override default text alignment settings
  •  quite two line-breaks (spacing between paragraphs) during a row
  •  Unsecure images (HTTP rather than https)

Other Updates to Amazon’s Buyer-Seller Messaging Policy

Amazon has two communication types: Direct (emails sent to buyers) and Indirect (or-der-related information to buyers through their “Your Account” updates). No matter the message, Amazon has the authority to switch message subject lines to protect the customer experience.

Regarding Critical Messages, the subsequent which are needed to finish a buyer’s order:


• Product customization questions

  •  Delivery scheduling
  •  Issues with a shipping address

The following messages aren’t considered critical or necessary to finish an order:

  •  Requests for seller feedback or buyer reviews
  •  Order, shipment, delivery, or refund confirmations. Amazon already sends these emails.
  •  Proactive customer service, for example, product manuals, tips for using the merchandise, answers to commonly asked questions, suggestions if something goes wrong.
  •  Out-of-stock or delay notifications, or offers of other products (please cancel the order instead).

If a seller is to send a critical message via Seller Central, he or she is going not to be ready to edit. The topic line of the emails sent from Seller Central.

Amazon will deliver the messages associated with completing an order if he or she sends a critical message using his email.

He must include the word [Important], with brackets as shown, anywhere within the subject line. The email has not to be blocked then, and therefore the sellers won’t receive a bounce-back message.

As a compliance reminder, any communication sellers have with buyers (including shipping box inserts). They can’t ask the customer to go away a positive customer review for a product or leave a review as long as that they had a positive experience with a product.

Similarly, sellers cannot only ask customers who have had a positive experience with their work to go away a review.

it’s also prohibited to supply buyers any compensation for a review, including your money or gift cards, free and discounted products, refunds or reimbursements, or the other future benefits.

Once again, failure to suits any of Amazon’s Communication Guidelines may end in  Amazon Buyer-Seller Messaging policy limiting Permitted Messages to Amazon’s templates or a suspension of selling privileges in Amazon stores.

All sellers should remember that Amazon has the authority to dam any message at its discretion.


Remaining Amazon-Compliant When Communicating With purchaser

what can sellers do to make sure they’re not in violation of any of the new updates? Here may be a quick list that ought to keep them within the clear:

  •  Know the principles and stay awake so far with policy changes. Buyer-Seller Messaging should never be automated or templated without careful review by the vendor before it goes out.
  •  Follow all new rules, whether a seller uses Amazon’s Buyer-Seller Messaging service or third-party software. Amazon has made it clear that each one Amazon sellers are liable for their actions, even when using third-party software.
  •  If a seller chooses to figure with a third-party software provider, they ought to conform to pick a trusted one. Who is consistently updating software and services to stay with Amazon’s ever-changing rules and requirements? Seller Labs may be an exemplar of trusted provider as they’re a founding member of the Amazon Developer Council. It is in constant contact with Amazon, understanding all their news and updates.
  •  Remember that Amazon calls the shots which if Amazon restricts a seller’s messaging capabilities for an infraction, he or she isn’t likely to possess that overturned. (Don’t give Amazon any reason to limit your buyer-seller messaging privileges!)

For More Information Click Here 


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