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How should I write my emails?

Be clear, concise, and compliant to maximize the effect of your email content.

FeedbackFive gives you some default messages to start with in the Wizard templates, or you can use the official Amazon Feedback and Review Request. These work well, but you may prefer to write your own custom messages.

Below are the “Three C’s” for creating an effective seller feedback or product review request.

Be Clear


Your call-to-action is what you want the buyer to do when they receive the email. Make this clear and obvious by using a direct question or command.

Normally, it is best to have just one call-to-action for each email. Create separate emails for seller feedback and product reviews if you are requesting both.

Here are a few examples of clear calls-to-action:

  • Will you please take 30 seconds to leave feedback on your order?
  • Please tell us about your shopping experience! Click here to leave seller feedback.
  • What do you think of our product? Click below to review it on Amazon.

Each call-to-action should include a link. Use one of our Shortcut Tags to add a large, eye-catching link.


Make sure your grammar, spelling and punctuation are all correct. Have a friend or colleague read your message before sending it, or try a spellcheck or grammar check tool. (Amazon's Communication Guidelines do not allow egregious grammar and spelling errors.)

This is especially important if you’re sending emails in a language you do not speak fluently. FeedbackFive provides default templates that have already been professionally translated for each Amazon marketplace, but you can contact our friends at InWhatLanguage to have your custom email messages professionally translated.

Be Concise

Keep your message short and easy to read. Remember that buyers often skim their emails quickly on a mobile device.

A good email will have a clear call-to-action and a reminder that buyers can contact you if they have any problems—and almost nothing else. It’s good to add a personal touch, but do it in as few words as possible.

Be Compliant

Be sure to follow all of Amazon’s policies related to the Buyer-Seller Messaging System and to product review requests in particular. Read about Amazon policies in these articles:

More Information

For more advice and examples, see these resources:

If you have questions or would like a personal account review to have us check your email templates, please contact us.