Making a conscious effort to effectively communicate with your customers makes a world of difference to how people view your business. You have to let your customers know that they matter and that their concerns are being listened to. Amazon firmly believes that “customer is king” and expects all their sellers to practice providing a high level of customer service and satisfaction.
A seller’s Amazon communication strategy has to be well within the prescribed communication policies and guidelines. So, what is the best way to communicate with Amazon customers? From Buyer-Seller Messages to using your amazon product listings to actively communicate with your customers, we’ll cover everything you need to know about how Amazon sellers communicate with customers ethically.
For sellers who are registered on Seller Central, one of the most viable Amazon communication methods is to use the Buyer-Seller Messaging service. With it, sellers can effectively communicate with their customers. Buyers can message sellers and vice versa. Giving out and acquiring email addresses from customers directly is frowned upon. While messaging through this service, the email addresses of both parties will be encrypted. When either of them receives a message from the other, the email id will look something like this – email@example.com. This type of anonymous email is used with a view to protecting both customers’ and sellers’ rights and privacy.
To make use of this service, you first need to make sure that it is activated or turned on. To turn it on, follow the steps below:
FBA sellers need to manually activate it while those sellers who manage order fulfillment for their own products will already have it turned on automatically. This service also makes it easy to view your mailing history and send attachments easily. It also makes it easier to retrieve any information since all your messages will be stored in one place.
There are two types of direct messages that come under a buyer-seller communication process
To send any type of message you can go to the Seller Central → Order Details page → Click on the name of any buyer → Choose from Amazon’s templates to send a message to a buyer.
Alternatively, you can also go to the Order Details page and click on the “Request a Review” button. This will send a request in your name to the buyer.
There are guidelines and dos and don’ts that you need to follow while using the Buyer-Seller Messaging service which we will cover further down in this article. Amendments to the Amazon Communications Policy have been made to protect buyers and sellers alike from fraud.
Two other powerful methods to communicate with customers on Amazon are with the help of Customer Reviews and Customer Questions and Answers.
While viewing a product listing, customers always look at the star ratings and reviews that the product has received. These reviews play a huge role in the customer’s buying decision. They make final decisions on purchases based on the reviews so they contribute to your overall sales. Thus, sellers need to use these reviews to their advantage by especially paying attention to the negative ones by attempting to resolve them.
When customers see that you actively communicate and respond to their comments, it inspires their confidence. You need to monitor and respond to reviews as quickly as possible, particularly when addressing negative feedback. Using a standard template to respond to reviews usually comes across as very impersonal. Taking time out to reply with care and giving customers viable solutions to their issues, can take you a long way.
Recommended read: How Does Amazon Inspire Work?
While communicating with customers through reviews, you need to understand their problems first and correct them if you see that they’ve been using your product wrong, or you could also ask them to send the item back for exchange or return it for a refund. With the right kind of communication strategy, you can even get rid of negative reviews. Customers have the option to edit or remove reviews and if your responses make them happy, they will be more than happy to remove the negative feedback. Also, take the time to thank customers who are happy with your products. Show gratitude to those who leave positive reviews after purchasing.
Staying professional in this kind of communication is extremely important and showcases how good you are at providing quality customer service. It is one of the best ways to distinguish yourself from the competition and boost your sales.
On any product detail page, if you scroll down from the product image, below you will find the Customer Questions and Answers section. It is a crucial part of the policy of customer relationship management. In this section, customers ask questions related to the product if the information that has been provided in the description and bullet points do not suffice.
When they want to seek additional product information, they will post their questions to sellers. These questions also influence shoppers’ buying decisions just as reviews do. Thus, you have to answer these questions in the right manner and provide all the necessary information within the allowed time frame of 30 days.
Responding to reviews and answering customer questions work in tandem towards increasing conversions for sellers. This kind of communication helps sellers win the trust and confidence of buyers because it shows them the level of knowledge you possess and your prowess as a seller of that product. While communicating with your customers, try to use relevant amazon keywords as this will contribute to improving your listing’s ranking.
Some important things to keep in mind while communicating through questions and answers
There are guidelines in place to protect both buyers and sellers alike from fraud and other illicit tactics that competitors may be using. If you don’t comply with these then you risk suspension of your selling privileges and limitations on sending Proactive Permitted Messages. There are certain things that you can and cannot send to your customers and Amazon takes this very seriously.
They are as follows :
Amazon Permitted messages also cannot include:
Amazon reaches out to its customers with updates on their orders after making purchases and sends out timely shipping-related information to keep their customers engaged
Communication is a very important part of the whole selling process on Amazon. It helps to build a good relationship with customers and improve your conversion rates. The most important part of this process is to ensure you follow Amazon’s Communication Policy Guidelines and don’t try to take any shortcuts. Also, keep yourself updated with any changes they bring about in their policies.