5 Important Things to do or not to do in your amazon follow-up emailsAre you a Private Label seller on Amazon?  Or someone who brings new items to the Amazon marketplace?

If so, you know that Amazon product reviews are especially important for boosting the credibility and visibility of your Amazon listings, which gives you a better sales rank and results in more sales!

But it has gotten a little harder recently to get those reviews, as Amazon cracked down on incentivizing them.

And it can be difficult to get buyers to take the time and effort to leave a review … and can you blame them? To be honest, I actually HATE getting review request emails (well, unless they happen to be using a better strategy than most).

The follow-up emails I usually get from Amazon sellers are always the same old email that is all about the seller — and asking me to do them a favor. I know my product arrived and I know they want a review. But I'm busy!  Maybe I haven't used it yet!  Maybe it was a gift … Back off!

I'm already overwhelmed with emails as it is, I don't need 5 emails in 3 days just because I purchased a private label kitchen scale!

I purposefully order from Private Label or 3rd party sellers on Amazon.  I like to support the industry…

But, I want to help you guys be better sellers.  And, not be annoying.

That's why I've asked Karon Thackston of Marketing Words to bring her expertise over here.  

Today, Karon shares with us some really insightful tips on how to get more product reviews for the items we have on

With Karon's strategy, the follow-up emails you start sending will be so much better and much less intrusive. Mostly because they are more about the buyer than the seller.

You have the floor Karon!

5 Things You Should Change About Your Amazon Product Review Emails Now

In the good old days, it was a breeze to get reviews for your Amazon products. Now, however, Amazon has laid the hammer down in an attempt to prevent sellers from manipulating the review process.

Instead of using review services (as many did in the past), now private labelers, wholesalers, and manufacturers are moving to email in droves.

Email is a great option for encouraging after-purchase reviews. However — because Amazon has seen the enormous increase in messaging since their policy change — they are keeping an eye on how sellers use their email system.

In fact, some sellers have been reprimanded by Amazon for black-hat tactics they were using in their messages. Now is the time to re-evaluate your Amazon product review emails and make certain you aren't doing anything that would anger the Amazon gods.

Here are 5 strategies for making your follow-up emails on Amazon a piece of welcomed information, instead of a quick click to the junk folder.

1. Don't Ask Only for Positive Reviews

Amazon clearly states in their prohibited seller activities guidelines that “Review solicitations that ask only for positive reviews … are prohibited.”

That means you cannot say things like “If you love your new widget, leave us a review” or “Please leave a 5-star review by clicking this link.” Those indicate that customers should leave a review only if they are happy with the product.

Amazon wants shoppers to feel free to leave a positive, negative, or neutral review — whatever they feel is appropriate based on their experiences with your product.

2. Don't Suggest What the Reviewer Should Say

Amazon views this as a form of review manipulation.

To offer recommendations such as “Tell us why you love your widget so much,” “List the 5 things you like best about your widget,” or “Tell us how your widget has improved your life” would be considered a violation of policy.

3. Don't Ask Promotional Buyers for Reviews

If you run promotions, do not ask people who purchase with a discount / coupon for a review. This can be misinterpreted by Amazon as trading discounted products for reviews and could potentially get your product page delisted.

4. Don't Upsell

No links (other than ones customers can use to leave a review), whether you're directing traffic to your own website or to another Amazon product page, are allowed.

You cannot upsell, direct someone to a video or a bonus download, etc.

5. DO Provide Exceptional Customer Service

The purpose of Amazon's email system is to offer phenomenal support for your shoppers. In order to do this, you'll want to provide something useful to your customers.

Don't send emails that simply inform the customer his/her product has shipped. Amazon already does that.

Don't message people only asking for a review. Amazon does that, too. If you're going to contact your buyers, give them something they will appreciate and use.

I'm not talking about a bonus or a freebie. I mean information that will help improve their experience with your product after they buy.

How to Create Amazon Product Review Emails That Customers Appreciate

The whole purpose of using Amazon's Buyer-Seller Messaging system is to support customers after they purchase from you. This might mean answering questions or offering details that would allow them to better use/enjoy your product.

Let's pretend you just purchased a set of frosting tips from an Amazon seller. Obviously, you're planning to decorate something that you baked: most likely a cake or cupcakes.

Then you get an email from the seller thanking you for your purchase and offering something informative … useful … that would allow you to expand or improve your use of the product. Would you be grateful for that? Of course!

So, in this follow-up email you receive one or two of the following:

  • 3 techniques for piping frosting like a pro
  • 5 frosting tip hacks to jazz up breakfast, lunch, & dinner
  • Care suggestions to make your frosting tips last for years
  • The #1 thing NOT to do with your frosting tip set
  • Creative decorating ideas for kids' birthday goodies
  • Elegant cake decorating suggestions for bridal showers

Sample Follow-Up Email

Using one or two of those ideas, create an Amazon follow-up email that quickly provides the information and/or offers an attachment with images (if they would help get your ideas across).

You might say something like:

Subject: 5 Frosting Tip Hacks to Jazz Up Breakfast, Lunch, & Dinner

Hi, {NAME},

We're glad your {PRODUCT} has arrived and we know you're excited to start using it. We truly appreciate your business.

Of course, you'll be using your new frosting tips for decorating cakes and cupcakes, but did you know you can also use them when cooking breakfast, lunch, or dinner? Here are 4 quick hacks that will liven up any meal.

  1. Pipe twice-baked potato filling into shells for an elegant touch.
  2. Use the star tip when making deviled eggs to give this ordinary appetizer a little “chef quality.”
  3. Using the largest tip, pipe pimiento cheese onto bread and broil until golden for an upscale open-face sandwich.
  4. Decorate pancakes or French toast with softened, piped butter in the shape of stars or smiley faces for cute kids' breakfasts.

Have an issue or questions about your new piping tips? Let us hear from you and we'll quickly reply with help.

Share your thoughts. Other shoppers will find your views helpful. Please leave a product review when you have a free moment.

Get the idea? By showing the customers creative ways to use your product, they'll get more use from it and will be thankful for the information.

Don't give info from your product page that people would need in order to make a buying decision. Those details would probably not be found valuable after the customer has bought.

Once you've given it a little thought, it's easy to find tips and info your customers would love to receive. 

Guiding you to find clever things to write about is one thing my ebook, “Review Advantage: Email Strategies for Getting Amazon Product Reviews (Legally!),” focuses on.

You also receive clever subject line strategies to help your messages get opened more often, the ideal length for Amazon product review emails, when to send messages, and much more.

Right now, I'm offering The Selling Family readers a $10 coupon. Just use coupon code —-> review10. Pick up your copy of Review Advantage now to start getting more reviews.


Thank you, Karon, for a thoughtful post that will help Amazon sellers get more reviews and stay on Amazon's good side!

I was happy to see Amazon get stricter about their review policy, because I always felt as a buyer that it was hard to trust a product when I saw a bunch of disclaimers in the reviews. I wanted to know that customers genuinely liked something, not that they were getting freebies.

I would choose a good listing with zero reviews before I chose a product that had hundreds of product reviews that were all because of free products.

Karon's technique will result in plenty of positive and authentic reviews, which is a win-win for everyone: seller, customer, and other potential buyers looking for information.

If you would rather have Karon's & her team just write these emails for you, that is an option too!  Check out her Amazon Follow-up Email Service today.

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