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Are My Emails Compliant with Amazon Policy?

Use this checklist to review your account and update your templates and campaigns to align with Amazon's Communication Guidelines.

Communication Guidelines Updates: Action Items

  • Amazon announced updated Communication Guidelines will go into effect on November 3rd, 2020.
  • eComEngine is making updates in FeedbackFive to help sellers stay compliant.
  • Some guidelines require the Seller to review and make updates before November 3.
  • If you’re already using the official Amazon template with the Request a Review button, no action is needed.
  • If you’re using any other template in FeedbackFive to send your messages via Buyer-Seller Messaging, you can start fresh with suggested language by using a Wizard template and loading the default text. Learn how here.
  • If you want to keep your current messaging, please use the checklist below to ensure you are compliant with the updated guidelines.

Proactive Permitted Messages: MUST HAVES

Send within 30 days of order completion

eComEngine will only allow sellers to send messages in FeedbackFive within 30 days of order delivery date.

Include the 17-digit order ID

eComEngine will automatically include this at the top of each message.

Content in the buyer’s Language of Preference

eComEngine will exclude buyers who prefer a non-default language from Buyer-Seller Messaging requests (but not from the official Amazon template). Functionality for sending translated messages coming soon.

Proactive Permitted Messages: NOT ALLOWED

⚠️Review your campaigns and deactivate any of the following types of messages in FeedbackFive:

  • A repeat request (per order) for a product review or seller feedback
    • You have three default campaign options in FeedbackFive to request a product review and/or seller feedback. Activate only one to request a review and/or feedback from all your buyers. 
    • Or, if you’re on the Pro plan level or higher, you can create your own custom request campaign(s), but make sure they do not overlap each other. Use the campaign rule “Email sent from specific campaign?” to exclude orders that received another request for a review or feedback. (Learn more about campaign rules.)
  • Order or shipping confirmations
  • Messages that say only “Thank you” or that you are here to help if buyers have any problems
  • Marketing or promotional messaging, including coupons

Email Content: NOT ALLOWED

Link to opt-out of messaging

eComEngine removed this option from FeedbackFive.

External links unless they are secure working links (https, not http) necessary for order completion or links to Amazon

Review and test all links.

Language that either incentivizes or persuades the buyer to submit positive product reviews or seller feedback, including by offering compensation, money, gift cards, free or discounted products, refunds, rebates or reimbursements, or future benefits

Language that requests a product review only if they have had a positive experience with the product

Review content and phrase all review requests neutrally. Do not use conditional phrases such, “If you are happy, please leave a review,” or “Give us a chance to help before leaving a review.” 


Do not offer anything to the buyer when asking for a review.


To get suggested product review request language, use the Wizard - Product Review template and load default values. Learn more.

Language that requests removal or an update of an existing product review

FeedbackFive does not have an option to contact buyers who left a review. Learn more.

Attachments except for product instructions, warranty information, or invoices

Review any attachments; remove marketing material, free ebooks, or anything else not necessary for order completion.

Logos, if they contain or display a link to your website

Review any logos.

Sensitive content in images or text (e.g. bare skin, violence/gore, adult/offensive language)

Review content.

Tracking pixels or images

eComEngine will remove these. This means open rates will no longer be available as of November 3, 2020.

Email addresses or telephone numbers

Review messages and remove these. You can encourage buyers to contact you by replying to this email, but do so neutrally to avoid manipulating reviews and feedback. (Example: “Reply to this email if you have any questions.”)

Images of purchased products as Amazon includes those on your behalf 

eComEngine will remove product images from all Shortcut Tags by November 3.

If you prefer, you may choose a new Shortcut Tag instead of one with the product image before November 3 to make sure your template looks exactly how you want it. For example, you can replace “Product Review Link with Image,” with “Product Review Button.” Learn more about Shortcut Tags.

Spelling errors or grammar issues

Review messages and have a friend or colleague read them to help you catch any typos.

Email Styling: NOT ALLOWED

No emojis, GIFs, or images unrelated to your brand

eComEngine is removing the capability to add emojis and GIFs to your templates. We are also removing our older Wizard layouts that contain images that are not related to your brand.

If you added any other images that aren’t related to your brand (e.g. memes, reaction gifs, etc.), delete them from your templates and the Image Library.

Unsecure images (http instead of https) 

If you use the FeedbackFive Image Library to add your logo and other images related to your brand, they are already secure.

The default templates in FeedbackFive are compliant with Amazon’s style guidelines. If you’ve created a custom message, you can read additional style guidelines here.