A Summary of Amazon’s Buyer-Seller Messaging Guidelines Updates & Best PracticesCaroline Powell
In case you missed it, Amazon will begin enforcing their most recent Buyer-Seller Messaging Guidelines updates on Friday, November 6, 2020. We’ve gathered a few resources to help you adapt to these changes as necessary.
- Amazon Communications Policy Changes & Buyer-Seller Messaging Updates – A detailed summation of Amazon’s updates including links back to the updates on Amazon. Also includes the original webinar on September 10, 2020.
- [Webinar Replay] How to Stay Compliant with Amazon Buyer-Seller Messaging – Follow up webinar from October 22, 2020.
Here’s a quick summary of the changes Seller Labs has made:
Seller Labs, as a service provider, was required to make two updates to the system to remain compliant:
- Include Order ID in every message. If you currently include an Order ID in your messages, you may want to edit to remove it for redundancy.
- Send messages in the customer’s preferred language. We were given access to an API from Amazon (technical things) that allows us to see a customer’s preferred language. If your message language matches their preferred language, it will send successfully. If it does not, and you don’t have a message in that particular language, our system will instead send via Request a Review.
For a comparison between Buyer-Seller Messaging and Request a Review, check out “How to Get Reviews on Amazon and Improve Your Amazon Seller Feedback”.
There are a few formatting and content changes Amazon made within these guidelines as well. Of these changes, our system will detect and notify you if you attempt to use any of the following in your messages:
- Product Images
- Messages without an Order ID
- Non secure URLs
- Email addresses in body
- Phone numbers in body
- Images that are not secure
- Use of the word “coupon” or “promotion”
- Send dates greater than 30 days from order completion/delivery
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 messages with your copy and design, so long as you follow these guidelines.
Your number one goal with any message you send your customers (or any time you interact with them) should be to provide value. If your messages do not provide added value or improve the customer buying experience, ask yourself if the message is truly necessary. Remember, Amazon allows “Necessary Permitted Messages” and “Proactive Permitted Messages”.
For more best practices, check out this awesome video from our very own Jeff Cohen:
At the end of the day, these updates are nothing to be concerned about. With a few adjustments to your existing messages, or creation of some new messages, you can continue to communicate with your buyers to improve your reputation and grow your brand on Amazon.
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