Amazon’s Unsolicited Email Opt-Out Policy

“Amazon comes up with the new policy in Buyer-Seller messaging system that enables the shoppers to opt out of unsolicited emails sent from third-party sellers”

The Amazon-seller community is facing severe challenge with the Amazon’s baffling e-mail when trying to exchange a few words with their buyers. A new Amazon policy usually means new penalties.

It is likely that customers get irritated with the regular emails from the millions of sellers. So, the best way to help the customers is to enable them to opt out from Amazon rather than with each individual seller. This shift by Amazon is anticipated to get the better buying experience for the shoppers so that they are more likely to keep shopping from the Amazon site.

Sellers may begin receiving emails like:-

Dear Seller,

“We were unable to deliver the message you sent for order [xxxx] because the buyer has chosen to opt out of receiving unsolicited messages from sellers.” But, Amazon is still enabling sellers to fire ‘critical’ emails even if a shopper has opted out.

Amazon deems a ‘critical’ email to be:-

• Merchandise Customization questions
• Delivery date and time
• Concern with Shipping address

Amazon deems off non-critical emails like:-

• Request for seller comment or customer reviews
• Order, shipment or delivery confirmations
• Proactive customer service (i.e. product manuals, product tips, FAQs, suggestions etc.)
• Out-of-stock or delay notifications and offers of alternate products

The Amazon’s Policy

If sellers wish to send message to their buyer they can put a mark on “additional information required”, or place “[Important]” in their subject line. Since Amazon have classified what makes a “critical” vs. “non-critical” email, they look forward from the sellers to use “[important]” for overriding emails which are non-critical to complete orders. Of-course, this may introduces some grey areas too.

The Impact

If sellers send unsolicited emails to their buyers, no punishment will be obligatory for attempting to send an email to a buyer. Amazon will merely block the message and you will receive a warning that buyer has opted out from unsolicited email. Frequent negligence of this policy may consequence in negative actions or loss of selling privileges. Hence, Sellers are going to take big hit because, extracting those much-needed feedback and review scores is going to be very hard. Buyers are likely to comment if they are unsatisfied, so sellers are expected to hit hard and stand tall or face the consequences.

The Conclusion

The change in the Amazon’s policy has its own pros and cons for Amazon sellers and customers. Sellers will not be able to send push emails to their shoppers; in-turn shoppers will have less knowledge about the offers and discounts. But, sellers can carry on in providing top-quality service and obtaining critical feedback on their products and servicing while shoppers can opt out of unsolicited emails. The significant thing about sellers is to remember not to send excess messages to shoppers. Every email should be supportive and not pushy. Emails should add worth to the buying experience. Sellers must put core focus on exceptional customer service before seeking reviews and feedback.