Utilize this checklist to examine your account and modify your templates and campaigns to be in line with Amazon’s Communication Guidelines.
Amazon’s Communication Guidelines specify that you can always reply to a buyer’s inquiry or send necessary messages for order fulfillment. These might relate to customization queries, delivery scheduling, etc. You are also allowed to dispatch Proactive Permitted Messages for various purposes, such as soliciting a product review, seller feedback, or both. However, every message has to adhere to Amazon’s guidelines regarding content, format, timing, and more. (For a concise overview of these guidelines, view Amazon’s video).
Zonmaster provides numerous integrated features that assist in ensuring compliance. Nevertheless, you bear the responsibility to guarantee that the templates and campaigns you design adhere strictly to Amazon’s standards. Whenever you design or evaluate your templates, refer to the checklist below to ensure compliance. Actions that Zonmaster takes care of automatically are marked with checkmarks.
Tip: By using the official Amazon template (Request a Review), your messages are always 100% compliant! For a rapid and risk-free approach to ask for reviews and feedback, you can enable the default Feedback and Review Request that comes with the Amazon template.
✅ Proactive Permitted Messages: MUST HAVES
- Dispatch within 30 days post order finalization. Zonmaster will only dispatch emails within 30 days of the order’s delivery. Older orders are automatically excluded.
- Incorporate the 17-digit order ID. Zonmaster templates include the order number by default.
- Content should be in the buyer’s preferred language. Zonmaster campaigns that use a Buyer-Seller Messaging template offer two compliant options:
- Exclude buyers with a language preference different from the marketplace’s default (e.g., an English-preferred buyer on the French marketplace).
- Direct these buyers to the Amazon Request a Review template, which auto-translates to the buyer’s language.
⚠️ Proactive Permitted Messages: NOT ALLOWED
| Prohibited Action | Detail | Zonmaster’s Feature/Recommendation |
|---|---|---|
| Repeat Requests | No repetitive requests for reviews or feedback | Provides three default campaign options. Activate only one. Pro users can design custom campaigns without overlap. |
| Confirmations | No order or shipping confirmations | Not mentioned |
| Basic Thank You Messages | No simple “Thank you” messages | Not mentioned |
| Marketing | No promotional content, including discount codes | Not mentioned |
⚠️ Email Content: NOT ALLOWED
| Prohibited Content | Detail | Zonmaster’s Feature/Recommendation |
|---|---|---|
| Opt-out Link | No link to opt out of communication | Lacks this feature |
| Secure External Links | Only secure links vital for order or Amazon links | Scrutinize and test all links |
| Positive Review Encouragement | No incentives or persuasive language for positive reviews | Craft requests neutrally |
| Review Alteration Request | No content requesting review changes or removal | No option to message reviewers |
| Non-essential Attachments | Attachments only crucial for buyer’s issues | Audit all attachments |
| Website Link in Logos | No logos with website links | Evaluate all logos |
| Sensitive Content | No sensitive images or text | Assess all content |
| Tracking Pixels | No tracking pixels or graphics | Excludes this feature |
| Personal Details | No personal email addresses or phone numbers | Guide buyers to reply for queries |
| Product Images | Amazon provides product images | Templates lack product images by default |
| Errors | No spelling or grammar mistakes | Review all messages for accuracy |
⚠️ Email Styling: NOT ALLOWED
| Prohibited Styling | Detail | Zonmaster’s Feature/Recommendation |
|---|---|---|
| Emojis and GIFs | No emojis, GIFs, or irrelevant brand images | No support for emojis or GIFs. Ensure brand-appropriate images |
| Font Variation | No more than three font sizes | Maintain uniform text size |
| Line Breaks | No excessive line breaks | Minimal spacing between paragraphs |
| Insecure Graphics | Graphics must be secure (https) | Image Library guarantees secure integration |
| ALT text for Graphics | Graphics must have ALT text | Image Library includes ALT text automatically |
In conclusion, ensuring email compliance with Amazon’s Communication Guidelines is crucial for sellers to maintain a harmonious relationship with both Amazon and their customers. While Amazon permits certain proactive messages and responses, there are explicit dos and don’ts to be aware of, especially concerning content and styling. Zonmaster, with its integrated features, simplifies the compliance process for sellers, although it’s essential for each seller to vigilantly review their templates and campaigns. By adhering to these guidelines, sellers can foster trust, avoid potential pitfalls, and create a smooth communication channel with their buyers. Ready to streamline your email process and ensure compliance? Join Zonmaster today and let us be your partner in success!
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