Amazon Seller Messages: How to Stay Compliant with Seller Labs PRO

On September 8, 2020, the rules for Amazon seller messages changed. In this post, we’ll reiterate the changes to Amazon’s communication policies and talk through the updates Seller Labs has made. Rest assured, Seller Labs PRO is an approved third-party service that will keep your business compliant.

For general information on how these changes affect all Buyer-Seller Messages, be sure to check out our full guide to Amazon Messaging Policy Changes.

Changes to Amazon Messaging Policy for Buyers & Sellers

Is Seller Labs Changing Amazon Seller Messages?

Since the announcement on September 8, Seller Labs made big strides to ensure that our seller communication, templates, and message creation are all compliant with the new guidelines. Here’s what we did to keep your Amazon seller messages safe.

Necessary Updates to Amazon Seller Messages

There were two updates that all third-party service providers needed to make:

  1. Include Order ID in all messages. We programmatically include the Order ID at the top of any message sent to your buyers. If you currently include the Order ID within the body of your message, consider removing it.
  2. Send messages in the customer’s preferred language. Seller Labs PRO detects a customer’s preferred language and the language in your Seller Labs account. If the languages match, we will send your custom template. If they don’t our system will send the Request a Review template. Amazon created the Request a Review template, so it will translate automatically.

Note

Seller Labs PRO will not translate your messages.

Bonus Updates to Amazon Seller Messages

Seller Labs has removed certain functionality so that you cannot send messages that violate the new policy. While we have taken measures to help you remain compliant, we cannot screen for all violations. Here’s a list of what we can and cannot detect automatically.

Seller Labs PRO Can Detect:Seller Labs PRO Cannot Detect

GIFs & emojis

Intent of your message

Use of the words “gift cards” or “promotion”

Grammar or spelling errors

Non-secure URLs

Logos with URLs

Encrypted email addresses & phone numbers

Content & style of attachments

Send dates greater than 30 days from order completion/delivery

Multiple messages per ASIN

In a nutshell, while we do our best to keep your messages compliant, you are still in control of and responsible for the content of your messages. Please read the most up-to-date guidelines so that you’re aware of the rules.

Warning

Failure to remain compliant with Buyer-Seller Messages may result in a 30-day or lifetime restriction of your ability to send critical messages to buyers.

This looks like Amazon removed a lot of personalization from communicating with your customers, but that’s not the case. You are still able to customize customer service messages with your copy and design, so long as you follow these guidelines.

Frequently Asked Questions about Amazon Seller Messages

Is a buyer’s language of choice just based on the market? Or can it be any language for any buyer? How can Seller Labs determine what their language of choice is?

The buyer’s language of choice is based both off of the market as well as the buyer’s selection. For example, language options for Amazon US are English or Spanish. However, Amazon France’s only language is French. Seller Labs is working with Amazon’s API to determine which language the buyer has selected for their account. 

Our company offers free technical support for our products to resolve any issues. Can we offer our tech support line information in an email?

You cannot offer any sort of personal or branded contact information in emails sent to your buyers. The customer would need to find the contact information organically (Ex. By Googling your website.)

Amazon sellers can only ask for a review once. Does this mean that if we “Request a Review” from the Order Details page, then we can not send them an email from Seller Labs PRO asking for a review?

Correct! Using both the Request a Review feature and custom Buyer-Seller Messages is a violation of these new guidelines. Use one or the other, not both.

I was previously restricted for life from sending Buyer-Seller Messages. How can I get reinstated?

Amazon is not reviewing any Buyer-Seller Messaging Restriction appeals at this time. We recommend reviewing your messages to bring them into compliance.

Are these updates for all Amazon Marketplaces?

Yes, these updates apply to all Amazon Marketplaces.

Do you have example templates we can use to stay compliant?

Absolutely! Seller Labs PRO has a full library of templates that you can use and personalize.

If a customer has opted out of receiving messages from third-party sellers, will they receive the Request a Review messages?

Right now, it is unclear. There isn’t a lot of visibility into Request a Review or its data. However, it appears that buyers will not receive messages beyond those necessary to manage orders.

What are “Communication Types“?

There are two types of communication to buyers, Direct and Indirect. Direct Communication is defined as emails sent to buyers. Indirect Communication is related to order status  and visible in buyer’s “Your Account” updates.

Can I design my own subject line?

It depends. Amazon has the authority to modify message subject lines for specific products in order to protect the buyer experience.

What happens if I break the new rules for Amazon Seller Messages?

Failure to comply with these Communication Guidelines may result in Amazon limiting Permitted Messages to Amazon’s templates. At worst, you may be suspended from selling privileges.

Your number one goal with any customer message, even marketing or promotional messages, should be to provide value. If your messages do not provide added value or improve the experience of completing an order, ask yourself if the message is truly necessary.

If you want to start sending valuable Amazon Seller Messages today, check out three tips in How to Use Amazon Buyer-Seller Messages.

How to Use Amazon Buyer-Seller Messages

At the end of the day, these updates are nothing to be concerned about. With a few adjustments, you can continue to communicate with your buyers to improve your reputation and grow your brand on Amazon.

Interested in making Seller Labs PRO a part of your Amazon process?

Get started today with a free 30-day trial and communicate with your shoppers automatically in a way that will be compliant AND help you reach your goals.

Start Your Trial

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