{"id":10691,"date":"2020-09-18T09:16:01","date_gmt":"2020-09-18T09:16:01","guid":{"rendered":"https:\/\/staging.sellerapp.com\/blog\/?p=10691"},"modified":"2025-11-11T12:59:12","modified_gmt":"2025-11-11T07:29:12","slug":"amazon-buyer-seller-messages","status":"publish","type":"post","link":"https:\/\/www.sellerapp.com\/blog\/amazon-buyer-seller-messages\/","title":{"rendered":"A Deep Dive into Amazon\u2019s Buyer-Seller Messaging Guidelines for Effective Communication"},"content":{"rendered":"\n<p>Attention, Amazon sellers! There\u2019s important news on the horizon \u2013 Amazon has recently made updates to its customer communication guidelines, specifically the buyer-seller messaging policy.\u00a0<\/p>\n\n\n\n<p>For all you sellers out there, it\u2019s crucial to stay in the loop with these changes and make sure your communication practices align with the updated information.\u00a0<\/p>\n\n\n\n<p>In this guide, we\u2019ll delve into the nitty-gritty details, ensuring you\u2019re well-informed and ready to navigate the revised Amazon buyer-seller messaging guidelines.\u00a0<\/p>\n\n\n\n<p>Let\u2019s jump right into it!<\/p>\n\n\n\n<p><strong>Quick Guide:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"#1\">Amazon customer communication updates \u2013 Important dates<\/a><\/li>\n\n\n\n<li><a href=\"#2\">Amazon buyer-seller messages that are allowed<\/a><\/li>\n\n\n\n<li><a href=\"#3\">When you can use proactive permitted messages<\/a><\/li>\n\n\n\n<li><a href=\"#4\">Amazon Messaging Policy Update \u2013 What is not allowed<\/a><\/li>\n\n\n\n<li><a href=\"#5\">The bottom line<\/a><\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1\">Amazon customer communication updates \u2013 Important dates<\/h2>\n\n\n\n<p>Amazon is always making changes to its <a href=\"https:\/\/www.sellerapp.com\/blog\/amazon-terms-of-service-tos\/\">Amazon terms of Service<\/a>. Amazon has <a href=\"https:\/\/sellercentral.amazon.com\/ap\/signin?clientContext=130-6883471-1727055&openid.return_to=https%3A%2F%2Fsellercentral.amazon.com%2Fgp%2Fheadlines.html%3Fid%3D6845475382781497410&openid.identity=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0%2Fidentifier_select&openid.assoc_handle=sc_na_amazon_v2&openid.mode=checkid_setup&openid.claimed_id=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0%2Fidentifier_select&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0&ssoResponse=eyJ6aXAiOiJERUYiLCJlbmMiOiJBMjU2R0NNIiwiYWxnIjoiQTI1NktXIn0.Q-hb2LI3eFKk0PCcTn-lEtL7-qyVSqeQWKUYg3v7ko2rioiSGt9P8Q.m8Pqsba5BO9lvdCH.x6TE-n_ZSHw4hlK5MEQXiz00ZhW0lQ7GH-8TinsmkLVdooh6OI5QNUi2fZEbb3U3yQSDLL7rDbJ-eVVvvma-6ondUinfXWRf0uz2lqREak-LdPxSAt8SpyjPaA8AFGzCxKQwB7Fb5RjkmWxNhCSdxw8-O4hneCCFnoWm0DqkUzP7Cu-NETIZS1pHx5-uDhAc_3bu4HwxJMKxT_HuJjC5AoxfCyJ00KdRrUCW_0Iu1v2szSpha1mBaBG8k20uYtS_nvs.FQ5TjdLiMtGCLMd8Dcu4xw\" target=\"_blank\" rel=\"noopener\">rolled out<\/a> changes to its communication guidelines policy, on Tuesday, September 8, 2020. This includes changes in the buyer-seller messaging policy.\u00a0<\/p>\n\n\n\n<p>Amazon will start implementing the changes starting November 3, 2020. This means sellers have almost six weeks to align with these new changes. Amazon released these new updates in response to the concerns of third-party sellers and application providers as the communication policies with buyers were confusing.<\/p>\n\n\n\n<p>With this new update, Amazon has clarified two main things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You can <em>ask<\/em> buyers for reviews.\u00a0<\/li>\n\n\n\n<li>You can use a third-party application listed in the <a href=\"https:\/\/sellercentral.amazon.com\/apps\/store\" target=\"_blank\" rel=\"noopener\">Marketplace store<\/a> to ask for buyer reviews.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2\">Amazon buyer-seller messages that are allowed<\/h3>\n\n\n\n<p>Amazon communication guidelines breakdown buyer-seller messages into two types; Proactive permitted messages and Necessary permitted messages. These permitted messages must be sent to the customer within 30 days of the original order.<\/p>\n\n\n\n<p><strong>Permitted messages: <\/strong>All the communications necessary to <strong>complete an order<\/strong> or <strong>respond to a customer service<\/strong> inquiry come under this category.<\/p>\n\n\n\n<p>You can only send permitted messages to the customers who contact you with purchase-related queries.\u00a0<\/p>\n\n\n\n<p><strong>Proactive permitted messages:<\/strong> Communications initiated by the seller, which are not responses to buyers\u2019 queries. These messages can be sent through email. You can send these messages in the following ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Go to Amazon seller central. In the orders page, you can click on the buyer\u2019s name and access the templated messages provided by Amazon<\/li>\n\n\n\n<li>You can also use the Request a Review button on the order details page<\/li>\n\n\n\n<li>Use <a href=\"https:\/\/www.sellerapp.com\/amazon-seller-api.html\">Amazon Seller API<\/a> (Application Programmer Interface)<\/li>\n\n\n\n<li>Pick a third-party application from the Amazon Marketplace store.\u00a0<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3\">When you can use proactive permitted messages<\/h3>\n\n\n\n<p>You can send proactive permitted messages within 30 days of the order completion date. You can use this option for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Resolving an issue that occurs during order fulfillment<\/li>\n\n\n\n<li>Sending an <a href=\"https:\/\/www.sellerapp.com\/blog\/amazon-invoice-verification\/\">invoice<\/a> to your customer<\/li>\n\n\n\n<li>Verifying a custom design<\/li>\n\n\n\n<li>Requesting any information related to processing the order<\/li>\n\n\n\n<li>Sending queries related to customer returns<\/li>\n\n\n\n<li>Requesting a <a href=\"https:\/\/www.sellerapp.com\/blog\/get-more-amazon-product-reviews-legally\/\">product review<\/a> or seller feedback<\/li>\n\n\n\n<li>Scheduling Amazon home services appointments<\/li>\n\n\n\n<li>Scheduling product delivery for heavy or bulk items<\/li>\n<\/ul>\n\n\n\n<p>You can also send these messages for any other reason provided it is related to the purchase order. You should send these messages in the customer\u2019s preferred language and include the 17-digit order ID in the email.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What you should keep in mind<\/h3>\n\n\n\n<p>First, you should know that requesting a product review and <a href=\"https:\/\/www.sellerapp.com\/blog\/amazon-seller-feedback\/\">seller feedback<\/a> is still allowed, according to the new communication guidelines of Amazon. If you are sending review requests using Amazon buyer-seller messaging service, you should be cautious about the content and the timeline to stay compliant with Amazon\u2019s guidelines.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4\">Amazon Messaging Policy Update \u2013 What is not allowed<\/h3>\n\n\n\n<p>The following messages are not allowed, according to the Amazon buyer-seller messaging guidelines.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Shipping or order confirmations<\/li>\n\n\n\n<li>Messages that have only \u2018Thank you.\u2019 Emails that offer assistance if customers have any issues<\/li>\n\n\n\n<li>Promotional and marketing messages, which include coupons<\/li>\n\n\n\n<li>Requests to <a href=\"https:\/\/www.sellerapp.com\/blog\/remove-amazon-reviews\/\">remove or update an existing product review<\/a>.<\/li>\n\n\n\n<li>Requesting for a review only if the shopper had a positive buying experience with the product<\/li>\n\n\n\n<li>The language which encourages customers to leave a positive product review or seller feedback<\/li>\n\n\n\n<li>A repeat request (for an order) asking for a product review or seller feedback<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Amazon permitted message guidelines<\/h4>\n\n\n\n<p>While sending permitted messages, Amazon sellers shouldn\u2019t include the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>External links unless they are necessary for order completion. These links should be secure and working\u00a0<\/li>\n\n\n\n<li>Attachments except for invoice, product instructions, or warranty details<\/li>\n\n\n\n<li>Logos that contain or redirect to your website<\/li>\n\n\n\n<li>Asking the buyer to opt-out of messaging<\/li>\n\n\n\n<li>Email addresses or phone numbers<\/li>\n\n\n\n<li>Sensitive information in text or images (e.g. violence\/gore, bare skin, adult or offensive language)<\/li>\n\n\n\n<li>Tracking pixels<\/li>\n\n\n\n<li>Images that are not related to your company or brand<\/li>\n<\/ul>\n\n\n\n<p>Earlier, Amazon allowed GIFs and emojis within your email correspondences. It was a reliable way to separate yourself from the rest. However, that is no longer allowed.\u00a0<\/p>\n\n\n\n<p>Apart from that, most of these communication guidelines, especially the ones about language and incentivizing customers for <a href=\"https:\/\/www.sellerapp.com\/blog\/get-amazon-reviews-2020\/\">positive reviews<\/a>, were already in place. However, you need to ensure that your brand isn\u2019t breaking any of the rules mentioned above. Be careful while adding emails, phone numbers, and external links.\u00a0<\/p>\n\n\n\n<p>Within the buyer-seller messaging, you shouldn\u2019t include the following:<\/p>\n\n\n\n<div class=\"wp-block-group has-luminous-vivid-orange-color has-white-background-color has-text-color has-background\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<pre class=\"wp-block-code\"><code>\ud83d\udccc Emojis\n\ud83d\udccc GIFs\n\ud83d\udccc Overrides of Amazon\u2019s default line height, font family, or font color\n\ud83d\udccc Fonts in more than three sizes\n\ud83d\udccc Unsecure images (http instead of https)\n\ud83d\udccc Spelling errors or grammar issues\n\ud83d\udccc Message margins over 20% maximum width\n\ud83d\udccc Message bodies that override default text alignment settings\n\ud83d\udccc More than two line breaks in a row\n\ud83d\udccc Accessibility issues specified in the Web Content    Accessibility Guidelines from the Web Accessibility Initiative<\/code><\/pre>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Order status messages<\/h3>\n\n\n\n<p>This is another form of direct communication with shoppers. Amazon gives the following guidelines:<\/p>\n\n\n\n<p><strong>Problem with Order Messages:<\/strong> Amazon sellers should communicate with buyers if the product, which was ordered by the customer isn\u2019t available to ship. As a seller, you are expected to use this messaging to update your customer on these issues.\u00a0<\/p>\n\n\n\n<p><strong>Return-related Messages:<\/strong> <a href=\"https:\/\/www.sellerapp.com\/blog\/how-to-turn-amazon-customer-returns-into-profit\/\">Amazon product returns<\/a> should be handled in the \u2018Manage Orders\u2019 section on your Amazon\u2019s seller central page. If you need any additional information to complete a return request or you want to offer a partial return, you can use this messaging to notify the buyer.\u00a0<\/p>\n\n\n\n<p>As mentioned, you can use these two communication types, if it is related to customer orders, and they are sent using your Amazon seller account.\u00a0<\/p>\n\n\n\n<p>Amazon shares order-related information with buyers using \u2018Your Account\u2019 updates. All the updates related to shipping and refund processing are included in this section. As customers expect timely communication of order status or refund process, we suggest you confirm shipping and refund processing quickly.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"5\">The bottom line<\/h4>\n\n\n\n<p>Amazon is making some major changes to the buyer-seller communication system to prevent sellers from manipulating or taking advantage of the system. Amazon buyer-seller messaging service allows for two-way communication between sellers and buyers. It is a great way to communicate and handle customer service queries and order-related issues. By imposing restrictions, Amazon is further tightening its grip on the buyer-seller communication service.<\/p>\n\n\n\n<p>However, don\u2019t let these restrictions stop you from providing a great customer experience.\u00a0<\/p>\n\n\n\n<p>What do you think about the latest updates on customer communication? Let us know in the comments below.\u00a0<\/p>\n\n\n\n<p><strong>Additional Guide:<\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/www.sellerapp.com\/blog\/amazon-ad-scheduling\/\">An Expert\u2019s Guide to Scheduling Ads on Amazon<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Attention, Amazon sellers! There\u2019s important news on the horizon \u2013 Amazon has recently made updates to its customer communication guidelines, specifically the buyer-seller messaging policy.\u00a0 For all you sellers out there, it\u2019s crucial to stay in the loop with these changes and make sure your communication practices align with the updated information.\u00a0 In this guide,&hellip;<\/p>\n","protected":false},"author":6,"featured_media":26013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"no","_lmt_disable":"no","footnotes":""},"categories":[288,361,259],"tags":[],"class_list":["post-10691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-marketing","category-seller-central","category-sellerapp-reviews-updates"],"modified_by":null,"_links":{"self":[{"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/posts\/10691","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/comments?post=10691"}],"version-history":[{"count":2,"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/posts\/10691\/revisions"}],"predecessor-version":[{"id":31776,"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/posts\/10691\/revisions\/31776"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/media\/26013"}],"wp:attachment":[{"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/media?parent=10691"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/categories?post=10691"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sellerapp.com\/blog\/wp-json\/wp\/v2\/tags?post=10691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}