Are you on the fence about including Amazon product inserts in your packages? That’s natural since it can be confusing if they’re worth the effort or if they even follow Amazon’s strict rules.
Some sellers skip inserts entirely because they seem like extra work or a hassle to get right. They worry about making mistakes that could hurt their account, so they stick to the basics and miss out on a key opportunity.
Other sellers try adding inserts, but don’t do it correctly, which can lead to unhappy customers or even policy issues. With Amazon’s rules being so strict, it’s easy to unintentionally cross the line if you don’t know the right approach.
In this guide, we break down how Amazon product inserts can boost customer engagement, loyalty, and repeat sales without violating Amazon’s policies. Our Amazon agency also shares the dos and don’ts for using inserts that strengthen your brand and protect your selling account.
Table of Contents
Turn Buyers Into Loyal Customers
We can help you create inserts that increase repeat purchases and strengthen your brand.
What Are Amazon Product Inserts?
Amazon product inserts are small printed materials included inside the packaging of products sold on Amazon. They give sellers a chance to communicate directly with customers, adding a personal touch to what would otherwise be a purely digital transaction.
These inserts serve several purposes, from thanking customers for their purchase to providing product instructions, offering discount codes, or promoting other items in your store. When used correctly, they can strengthen customer relationships, build brand loyalty, and make buyers feel valued while enhancing their overall shopping experience.
The Different Types of Amazon Product Inserts
There are many types of Amazon product inserts that sellers can use, each with its own purpose and goal. Choosing the right type helps improve the customer experience, increase engagement, and strengthen your brand.
How-To Inserts
These provide clear instructions or tips on using the product. They help reduce user errors, prevent returns, and improve overall customer satisfaction.
Warranty Cards
These inform customers about product warranties and how to register their purchase. They give buyers confidence in your support and ensure they know how to reach you if issues arise.
Discount or “Surprise & Delight” Cards
These offer a discount or special deal for future purchases. They encourage repeat sales and keep customers coming back without violating Amazon’s rules.
Social Media or Community Invites
These invite customers to follow your brand on social media or join online communities. They turn casual buyers into engaged fans and help build a loyal customer base.
Why Should Sellers Use Amazon Product Inserts
Nearly 39% of customers return one or more online purchases each month, often because they don’t fully understand how a product works or how to use it correctly. Amazon product inserts can help with this issue and more:
- Build loyalty by showing customers they are valued.
- Strengthen brand awareness with clear branding.
- Improve satisfaction with easy-to-follow instructions.
- Encourage feedback and honest reviews.
- Reduce returns by addressing common issues upfront.
Amazon Product Insert Policy Sellers Need to Follow
Amazon has strict rules for product inserts because it wants to protect shoppers and maintain trust in its marketplace. The same rules apply to the inserts that sellers include in their packages to ensure they don’t manipulate reviews or direct customers off Amazon.
A. Never Ask for Specific Feedback
Do not request 5-star ratings, positive reviews, or ask buyers to change or remove an existing review. Inserts must never influence the customer’s review content.
B. No Incentives for Reviews
Never offer coupons, free products, refunds, or any compensation in exchange for a review. Any attempt to bribe customers is a direct violation.
C. Keep Communication on Amazon
Do not include personal emails, phone numbers, or URLs that direct customers outside of Amazon. All customer communication must go through Buyer-Seller Messaging.
D. Permitted Uses
You can thank customers for their purchase or politely ask for an honest, experience-based review. You can also provide product instructions, warranty details, or neutral social media links that don’t tie into reviews.
E. Seller Responsibility
You are responsible for everything inside the package, including inserts. If an employee, agency, or 3PL creates non-compliant inserts, your account is at risk. Remove any FBA or self-shipped stock containing violating inserts immediately.
Boost Your Product Inserts Today
Let our team design Amazon product inserts that engage customers and protect your account.
Dos and Don’ts of Amazon Product Inserts
Having a clear list of dos and don’ts for Amazon product inserts gives sellers a concrete idea of what works and what doesn’t. By following these guidelines, sellers can create effective inserts that enhance customer experience without risking their accounts.
The Dos When Using Amazon Product Inserts
Amazon product inserts will only be effective if you follow best practices. Using inserts mindlessly can confuse customers, reduce engagement, and even violate Amazon’s policies.
1. Say Thank You
A simple thank-you note goes a long way in building goodwill and customer loyalty. Showing appreciation helps humanize your brand and encourages repeat business.
2. Incorporate QR Codes Smartly
Use QR codes to lead customers to registration pages, instructional videos, or product tutorials. Keep them policy-compliant by avoiding direct links to review pages while still offering value and enhancing the user experience.
3. Encourage Social Media Sharing & UGC
Ask customers to post pictures of themselves using your product on social media. This promotes your brand organically without linking the activity to Amazon reviews, making it a safe way to expand reach.
4. Request Reviews Neutrally
Politely ask for reviews based on the customer’s actual experience without specifying positive ratings. Neutral requests respect Amazon’s policies while still encouraging feedback.
5. Collect Email or SMS Signups
Use inserts to invite customers into your own marketing ecosystem, such as newsletters or drip campaigns. This reduces reliance on Amazon for repeat sales and allows you to nurture long-term customer relationships.
The Don'ts When Using Amazon Product Inserts
Taking note of these don’ts can help prevent account suspension or penalties. Avoiding these mistakes ensures your inserts remain compliant and effective.
1. Don’t Mention the Word “Review”
Avoid ever using review, feedback, or similar terms. This keeps your insert from triggering Amazon’s automated or manual enforcement actions.
2. Don’t Link Incentives to Reviews
Never offer discounts, freebies, or gifts in exchange for a positive review. This includes subtle wording that might imply a reward for feedback; Amazon and the FTC consider this manipulation.
3. Don’t Ask for Contact Outside Amazon
Never request emails, phone numbers, or other personal info to bypass Amazon’s messaging system. All customer communication must go through Buyer-Seller Messaging to remain compliant and protect buyer privacy.
4. Don’t Use Manipulative Language
Avoid phrases that pressure or guilt customers, like “support our small business” when tied to reviews. Neutral, experience-based wording ensures compliance.
5. Don’t Overcomplicate Inserts
Avoid including too many messages, graphics, or complicated instructions. A clean, focused insert ensures the customer knows exactly what action to take and prevents overwhelming them.
FAQs About Amazon Product Inserts
Maximize Your Amazon Product Inserts Without Risking Your Account
Amazon product inserts can be a powerful way to connect with customers, provide value, and boost brand loyalty. But without a clear understanding of the rules, sellers risk account suspension, lost reviews, or compliance issues.
Following best practices for product inserts helps sellers engage customers effectively. Using inserts strategically allows you to increase repeat purchases, nurture long-term relationships, and avoid costly mistakes.
Are you still unsure how to make your product inserts work without breaking Amazon’s rules? Reach out to our full-service Amazon agency and let our experts help you create compliant, high-converting inserts that strengthen your brand and protect your selling privileges.
Maximize Customer Engagement
Let us craft inserts that encourage feedback and long-term relationships without violating rules.
