- Cory Checketts
- On February 7, 2019
- 2 Comments
Build a distinctive reputation in the Amazon Marketplace by sending buyers feedback, review, and notification emails through Buyer-Seller Messaging.
Did you know that 52 percent of products sold on Amazon as of Q4 2018 were from third-party sellers? Despite what some people may say, there is still room from growth on Amazon. This is because Amazon heavily relies on third-party sellers to make its Marketplace the “Everything Store” it claims to be. And the stat from above only proves this point. But with all of the competition and diversity of products, how does a brand build a distinctive reputation on Amazon?
Several levers are available for brands to pull when it comes to standing out on the Amazon Marketplace, in this post, we’ll focus on Buyer-Seller Messaging—specifically, three messages every seller should send to buyers.
Customer Experience Over Everything
Creating a positive customer experience is Amazon’s top priority. This is abundantly clear with its motto of “Earth’s most customer-centric company.” Making Amazon’s customers happy is the best way to build a distinctive reputation. But how does one create a positive customer experience? Especially if the people buying your products aren’t even your customers?
Selling a quality product is a good place to start. Additionally, providing shoppers with truthful and comprehensive product listings is a key element in setting realistic product expectations. But one of the most effective ways to delight Amazon’s customers while building a distinctive reputation is with Buyer-Seller Messaging.
Buyer-Seller Messaging is the only way a brand can communicate with shoppers on Amazon. All communication must be centered around the purchase of the product. Amazon’s Terms of Service is clear around what a seller can and can’t do. Within the Guidelines for contacting buyers section of the ToS, Amazon states that a message cannot include:
- Links to any websites
- Links to Amazon detail pages or storefronts
- Seller logos if they contain or display a link to the seller’s website
- Any marketing messages or promotions
- Any promotions for additional products or referrals to third-party products or promotions
Amazon doesn’t explicitly outline what a marketing or promotional messages have to contain in order to be labeled as such, but it’s clear that a seller shouldn’t use Buyer-Seller Messaging for stated reasons.
However, Buyer-Seller Messaging should be used to add value to a buyer’s purchase. Added value are things like instructions, shipping information, follow-up and more. You should enhance the buyer’s shopping experience by going the extra mile to ensure that they are happy with your product.
3 Buyer-Seller Messages You Can Send to Build a Distinctive Reputation on Amazon
Let’s be clear upfront, sellers may only send one message per order.
Sending multiple emails per order used to be a common practice but times have changed. Although some sellers think that sending more emails is better, the opposite is true. Less is actually more.
1. Seller Feedback Emails
A misconception surrounding Buyer-Seller Messaging and Amazon’s Terms of Service is that you can’t ask a buyer to leave you seller feedback. This is simply not true. In fact, sellers are encouraged to ask buyers to leave them feedback. Amazon says in its Seller Best Practices:
Build a good feedback rating: Customers pay close attention to feedback, and so do we as we monitor your performance. We’ve found that the keys to good feedback are accurately describing your items, getting items to buyers quickly, and being prompt in responding to buyer questions. You may also want to solicit feedback on your packing slips.
You should send a message to your buyers asking them to give you feedback as a seller. This is a fantastic way to build your reputation as a seller on Amazon. What’s more, if you’re a reseller, you need seller feedback more than product reviews. The better your seller feedback score, the more likely you are to win the Buy Box.
Read more: Seller Feedback vs. Product Reviews
2. Product Review Emails
You can ask buyers to write a product review—but you can’t ask for positive reviews. If you’re going to ask for product reviews then you have to ask everyone—for better or for worse.
Amazon’s Communication Guidelines page says that:
In any communication you have with buyers (including shipping box inserts), you cannot ask them to leave a positive customer review for your product, or to leave a review only if they had a positive experience with your product. Similarly, you cannot ask only customers who had a positive experience with your product to leave a review. It is also prohibited to offer them any compensation for a review, including money or gift cards, free or discounted products, refunds or reimbursements, or any other future benefits.
The key here is that you should ask buyers to review your products. Unfortunately, many sellers don’t take advantage of this opportunity. In fact, we surveyed hundreds of sellers and discovered that 50% of them don’t realize they can ask buyers to leave a product review.
3. Notification Emails for Confirmation, Shipping and Delivery
You can send shipping notification emails—but only one Buyer-Seller message can be sent per order. You’ll need to prioritize which need of yours is greater: notifications, feedback or a review? Remember, Amazon also sends shipping messages automatically and independently of your messages. But if you have a perishable product that needs to be opened upon delivery then sending a triggered email as soon as the package is marked as being delivered is a good idea.
You may find that sending a notification email upon order confirmation to be valuable—especially if you sell a product with multiple child ASINs. For example, if you sell a couch cover in multiple sizes and colors, you’d want to follow up with the buyer immediately after the order has been confirmed to make sure that the buyer purchased exactly what they’re looking for.
And using a picture is the best way to communicate your point. You can use the product image email variable in Feedback Genius to show the buyer exactly what they bought. Sending this one confirmation email could save you hundreds of hours and dollars on returns of incorrectly-purchased products.
By mitigating returns and negative product reviews and feedback, you’ll be building a distinctive reputation as a brand and seller who ensures shoppers get the right product.
The Easy Way to Send Buyer-Seller Messages
You’re probably thinking, “How am I going to have time to send every buyer an email”? And you’re not wrong. Nobody has the time to personally email everyone who purchases from them. That’s why you should be using email automation to work for you.
How nice would it be to automatically send every buyer an email after they’ve purchased from you either asking for feedback, a review or helping them out with their order? This doesn’t have to be a dream because you can start sending emails automatically to everyone who purchases from you on Amazon today…using Feedback Genius.
Send the right message at the right time to everyone who purchases from you on Amazon. Automating your Buyer-Seller Messaging is the easiest way to build a distinctive reputation on the Amazon Marketplace.
Start your free 30-day trial of the product. Save time, build your brand and improve your reputation with Feedback Genius.
LEARN HOW TO AUTOMATE YOUR BUYER-SELLER MESSAGES
By now, you recognize that every sale is as an opportunity to delight your buyer. To help you get the most out of every sale, we’re hosting the Build and Protect Your Amazon Reputation with Feedback Genius webinar live on Tuesday, February 19, 2019, at 2:00 P.M. EST.
Join Product Manager Cindy Snow on how Feedback Genius can help you proactively take control of customer service and automate your Buyer-Seller Messaging so that you can build your reputation on Amazon—all while saving your own time.