Amazon updates its policy! Contacting buyers is prohibited from December

The newly released “one-click lock screen” feature a while ago really excited sellers. Email review request is already a gray area, which is a violation of the rules if the official does not check it. The one-click lock screen feature has pushed the email review request operation to an even more embarrassing position.

Top: Request a review via email Bottom: Lock your review with one click

In the previous analysis, we also concluded that after the launch of the alternative function "One-click lock review", email review requests, which are in a gray area, may be completely banned by Amazon. However, because the new function is not yet perfect and has many shortcomings for sellers, Amazon may officially ban email contact with buyers after further optimizing the relevant functions.

Unexpectedly, less than a week after the “One-Click Review Lock” test began, Amazon announced an update to its “Communication Guidelines” policy, strictly prohibiting sellers from proactively contacting buyers via email!

Communication Guidelines Policy Updates

Let’s take a look at the content of this update

To put it simply, starting from December 3, a new version of the "Communication Guidelines" policy will be implemented, which stipulates that under normal circumstances, sellers can only contact consumers when processing orders and responding to customer inquiries. It is prohibited to contact customers by email, phone or other means for any marketing purpose.

In the prohibited list below, as expected, there is "no language that incentivizes or manipulates product reviews or seller feedback."

This new rule change is obviously intended to prevent sellers from contacting customers. Combined with the "one-click review request" feature updated a few days ago, Amazon wants to completely replace the current way sellers request reviews with this new feature. However, the effect of "one-click review request" is very worrying at present.

Although the principle of implementation is the same as the email review request that sellers have always used, after clicking "One-click review request", Amazon will also send an email to the buyer to request a review. However, the fundamental difference is that "One-click review request" cannot customize the content, and the official review request template is very ineffective and very official.

Many students want to know what the “one-click review request” template looks like. Teacher Frank used the buyer account in the review system to pull this official letter. Let’s take a look at its true appearance.

It is a very simple email, and it also states at the beginning that if you do not want to receive it, you can unsubscribe. The effect of such a review email is predictable. Unless the product is awesome enough and the customer is willing to leave a review, it will generally fall on deaf ears.

If such a crappy feature replaces the usual email review request, it will be equivalent to cutting off sellers’ main channel for requesting reviews. The official forums are full of complaints about this feature, and surprisingly, Amazon actually made a statement amidst the criticism.

Amazon's latest statement

If you look at the backstage today, you will find that the news above has changed. The news section in the backstage has become a statement announcement.

To put it briefly, Amazon stated that the announcement of the "Communication Guidelines" policy update mentioned earlier caused misunderstanding due to inappropriate wording. In fact, Amazon did not make any changes to the content of the "Communication Guidelines", but only simplified the content of the "Communication Guidelines" to facilitate sellers and consumers to understand .

Those who understand this statement will naturally understand that Amazon is just looking for an excuse when it is criticized. If it is really just to simplify the content without changing it, there is no need for an implementation date. It will take effect immediately and there will be no impact. Why is there an implementation date in the initial news?

The detailed rules page in the background also deleted the implementation date information.

This reminds me of the news that Amazon has a new policy on titles, which requires product labels and page titles to be consistent. Amazon also secretly modified its policy page after controversy.

No matter how Amazon clarifies now, the risk of email review requests will increase significantly in the coming period, and Amazon will definitely increase the intensity of spot checks and audits. I still suggest that everyone stay out of the spotlight and try not to use email review requests in the next few months.

As I told you last time, requesting reviews via email is a gray area, and it is something that Amazon is likely to make major changes to in the future. Although Amazon has clarified the changes now, this is only the first step in cracking down on requesting reviews. Requesting reviews will slowly approach the dead end, just like distributing products.

Whether it is a review or a review card, it is recommended that you develop a new model to obtain reviews as soon as possible. Our teacher Frank once shared an article analyzing the advantages and disadvantages of various review methods in the Planet. Scan the QR code below to enter the Planet to read the full text. The current preferential price of the Planet only has a few places left. Friends who want to join the Planet and read hundreds of articles of various types of dry goods should not wait and see. Just scan the code to join and enjoy the discount.