Amazon Buyer Opt Out Now in Effect for All Marketplaces

by Louis Mizzell, on January 31, 2018

Since the buyer opt-out policy was implemented in the US last year, the FeedbackFive team has anticipated that it would roll out in other marketplaces. Based on our research, we found that as of this morning,, Inc. ("Amazon") has extended the buyer opt-out policy to all marketplaces.

What is Buyer Opt Out?

Amazon buyers worldwide now have the ability to opt-out of non-critical communication. They can choose to only receive messages with information that is necessary for completing orders, such as product customization questions, issues with a shipping address or delivery scheduling. (See how to send critical information to opted-out buyers here. Do not abuse this by sending non-critical information.)

You will not be penalized for attempting to send an email to a buyer who has opted-out. Amazon will block the message and you will receive a notification that the buyer has opted out. Luckily for you, FeedbackFive has the largest global opt-out list in the industry. When a buyer opts out of an email sent through FeedbackFive, that email address is removed from all future FeedbackFive-generated messages from our entire network of users.

Reach the Right Buyers

Receiving opt-out emails can be a little scary and overwhelming at first, especially when this policy is first introduced in a new marketplace. However, it's nothing to be afraid of! In fact, it can actually work in your favor. After all, there are plenty of buyers who truly appreciate a well-written follow up message, and there's no reason to reach out to those who just aren't interested.

As Colleen wrote, "Remember, buyers who opt out do so for a reason. They’re either too busy, their inbox is too full or they simply don’t like communicating with sellers. Sending any type of email to this type of customer is unlikely to result in a favorable outcome for you. In fact, I could make the case that the opposite (i.e. negative feedback) is the more probable." Wouldn't you rather send messages to people who actually want to receive them?

Managing Opt-Outs

Since this policy is now in effect for all marketplaces, that means your Amazon store will receive opt out notifications. So what do you do with them? You can automatically add them to our global opt-out database by forwarding the Amazon opt out notification message to This overview video shows you how to auto-forward these notifications:

We're Here for You

As always, we are committed to helping you manage your Amazon reputation and ensure that you are compliant with Amazon's guidelines. If you have any questions about this policy or any others, contact our Customer Success team. We are always happy to help!