Amazon stopped sharing buyer email addresses for Merchant-Fulfilled (MFN/FBM) orders. Email-based messages have no address to reach on those orders, so Amazon now points sellers to Request a Review — which Feedback Genius sends for you automatically. FBA Custom Messages are unaffected. Here is how to keep every order covered.
What Amazon changed
Amazon no longer returns buyer email addresses for Merchant-Fulfilled orders in its Orders API or its order reports, and offers no alternative source for them. This affects any tool that sends on Amazon’s buyer email, not only Feedback Genius.
FBA is not affected. Buyer emails still arrive through Amazon’s fulfilled-shipments report, so Custom Messages on FBA orders keep sending as normal.
What still works
- Request a Review — works on both FBA and MFN orders. It sends through Amazon’s own messaging system, so it never needs a buyer email.
- FBA Custom Messages — send as normal.
- Notifications, monitoring, and reporting — unchanged.
What to do
If you sell Merchant-Fulfilled only
Turn on Request a Review in Feedback Genius. It covers every delivered order automatically, on any fulfillment channel. Setup guide: Turn on Amazon’s Request a Review Automation.
If you sell a mix of FBA and Merchant-Fulfilled
Run both — Custom Messages on your FBA orders, Request a Review on everything else.
- Open your Custom Message, click Show Advanced Filters, set Fulfillment Channel to FBA, and Save & Complete. If FBA is the only choice shown, it is already set. This step matters: an attempted send on an MFN order marks that order as handled and stops Request a Review from firing on it. See Advanced Message Filtering in Feedback Genius.
- Set the Custom Message to send less than 5 days after delivery. Request a Review’s earliest send is day 5, so an earlier Custom Message lets both go out on an FBA order without overlapping.
- Turn on Request a Review for all your marketplaces so your MFN orders stay covered. See Turn on Amazon’s Request a Review Automation.
FBA buyers receive your Custom Message; MFN buyers receive Request a Review.
💡 Pro Tip: Request a Review lands best around 14 days after delivery, once the buyer has actually used the product. Keeping your Custom Message at 1–4 days after delivery leaves a comfortable gap before it fires.