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At the end of March 2017, Amazon implemented a change to their email system that has made it easier for Amazon customers to opt-out of communication with vendors.
Unfortunately, this change to the Amazon Marketplace reduces a vendors ability to reliably reach customers with support information or feedback-related messages. With a simple click of the mouse, customers can block emails from you — even though emails on your end will appear to be sent successfully.
However, you can still connect with opted-out buyers as long as the message is critical to the completion of the order. Amazon has classified “critical” to mean you have questions about:
- Product customization
- Delivery scheduling
- Issues with a shipping address
To reach an opted-out customer, go to your Seller Central dashboard and:
- Select Manage Orders.
- Click the buyer’s name from the list, which will take you to Buyer-Seller Messaging.
- Choose “Additional Information Required” as your subject and write your message from the original message thread (instead of starting a new thread), ensuring that the customer’s original message is included in your reply.
You will need to be careful not to include non-critical elements in your “critical” messages. Amazon has outlined the following message to be “not critical” for order completion:
- Requests for seller feedback or customer reviews
- Order, shipment, or delivery confirmations
- Proactive customer service, for example, product manuals, tips for using the product, FAQs, etc.
- Out-of-stock delay notifications and offers of alternate products
According to Amazon, if sellers continue to send non-critical messages to opted-out buyers through an “Additional Information Required” message, sellers can expect to receive enforcement actions or loss of selling privileges.
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