Amazon’s Terms of Service for Buyer-Seller Messaging

Last updated: August 25, 2025

Published: May 28, 2019

5 mins

Amazon terms of service (also called Policies and Agreements) can be confusing and vague at times. Often, sellers are unsure of what they can/can’t do when it comes to messaging customers. With significant policy updates throughout 2025, understanding these rules has become more critical than ever for maintaining your seller privileges.

Amazon Buyer-Seller Messaging Guidelines

To clear up any confusion, we’ve compiled the list below of guidelines to help you stay compliant when using buyer-seller messaging in accordance with the latest Amazon terms of service updates.

What You CAN Do:

Do email your customers asking for a review. This is allowed and encouraged by Amazon.
Do send messages directly related to order fulfillment.
Do use Amazon’s predefined message templates for better compliance.
Do contact customers within the 30-day window after order placement.

What You CANNOT Do:

Do not use Amazon’s buyer-seller messaging for marketing or promotional purposes.
Do not offer incentives to anyone for leaving a review. This includes free or discounted products and other rewards.
Do not include links to a third-party website.
Do not include a link to an Amazon product page. You can link to the product review page.
Do not include a link to your Amazon storefront.
Do not include a link with your logo.
Do not include a coupon code for future purchases.
Do not ask for positive reviews.
Do not direct customers to contact you instead of leaving a negative review.
Do not request seller feedback or product reviews more than once per order.
Do not send messages more than 30 days after an order has been placed.

Critical 2025 Update: Amazon has removed the ability to use “[Important]” in subject lines to bypass customer opt-out preferences. As of April 25, 2025, sellers must use Amazon’s predefined templates through the Contact Buyer Page or API for critical communications.

Note: Failure to comply with any of the points above may result in your messaging being revoked for 30 days or a withdrawal of selling privileges on Amazon.

Examples of Amazon Policy Violations

Understanding these Amazon ToS violations is crucial for maintaining your account health:

Sellers are prohibited from posting a review of their own product or a competitor’s product.
Likewise, a family member or employee of the seller cannot post a review of your product or a competitor’s product.
Sellers are prohibited from offering a financial reward, discounted/free products or other compensation in exchange for a review.
Sellers are prohibited from offering to provide a refund or reimbursement after the buyer writes a review.
Sellers are prohibited from using a third-party service that offers free or discounted products tied to a review.
Sellers are prohibited from asking a reviewer to change or remove their review.
Sellers are prohibited from diverting negative reviews to be sent directly to them.
Sellers are prohibited from inserting a request for a positive Amazon review or incentive in exchange for a review into product packaging.

These Amazon terms and conditions for sellers are strictly enforced through automated monitoring and customer reporting systems.

Amazon’s 2025 Messaging Policy Updates

Amazon has significantly strengthened enforcement of its Amazon terms and conditions for buyers and sellers throughout 2025. The platform now uses advanced AI monitoring to detect policy violations in real-time.

Key 2025 Changes:

Removal of “[Important]” Override (Effective April 25, 2025)

Sellers can no longer use “[Important]” in subject lines to bypass customer opt-out preferences
Only messages essential to order completion will reach opted-out customers
Must use Amazon’s predefined templates for critical communications

Enhanced Template System Amazon now provides standardized message templates that include:

Automatic order ID inclusion
Built-in translation capabilities
Proper compliance tagging
Reduced risk of policy violations

Stricter Opt-Out Enforcement

Customer preferences are now strictly honored
Marketing content is automatically filtered
Increased penalties for violations

Amazon’s Temporary Restriction Email

Recently, Amazon has been strongly enforcing its policies and agreements related to buyer-seller messaging. Affected sellers have received temporary restrictions on sending emails ranging from 120 hours to 30 days.

Within the email, Amazon outlines six primary reasons why you may receive a temporary restriction:

You are using “[Important]” in the subject line or contact reason “Additional Information Required” when it is not necessary to complete an order.
You are sending marketing or promotions that violate Amazon terms of service.
You are either incentivizing or manipulating product or seller reviews.
You are asking for the same review repeatedly.
You are sending links or attachments that are not necessary to complete the order.
Amazon has received an excessive number of customer complaints about your unsolicited messages.

2025 Enforcement Statistics: Amazon processed over 45% more buyer-seller messaging violations in the first half of 2025 compared to 2024, indicating increased automated monitoring capabilities.

Best Practices for Compliance with Amazon Terms of Service

To maintain compliance with Amazon terms and conditions for sellers, consider implementing these strategies:

Use Customer Service Tools

Implementing customer service solutions can help ensure compliance while maintaining effective communication. Tools like eDesk provide templates and automation that align with Amazon’s requirements, reducing the risk of policy violations.

Focus on Customer Support Excellence

Quality customer support should prioritize order-related communications. This includes:

Shipping notifications and tracking information
Order clarifications and requirements
Product-specific questions related to fulfillment
Returns and exchange processes

Monitor Your Account Health

Regularly review your Account Health Dashboard in Seller Central to track:

Policy compliance metrics
Customer complaint rates
Messaging restriction notifications
Performance indicators

Alternative Communication Strategies

With stricter Amazon ToS enforcement, sellers should explore compliant alternatives:

1. Amazon’s Request a Review Feature

Use Amazon’s built-in review request system instead of manual messaging. This feature:

Automatically complies with all Amazon policies
Sends review requests at optimal times
Avoids messaging restriction risks

2. Enhanced Product Listings

Focus on comprehensive A+ Content and Enhanced Brand Content to reduce the need for post-purchase communications:

Include detailed product information
Address common customer questions
Provide clear usage instructions

3. Proactive Customer Service

Anticipate customer needs through:

Detailed product descriptions
Comprehensive FAQ sections
Clear shipping and return policies

Tools and Software for Compliance

Several Amazon terms of service software solutions can help maintain compliance:

eDesk: Provides Amazon-compliant messaging templates and automation
Feedback Genius: Automates review requests using Amazon-approved methods
Seller Labs: Offers compliance monitoring and messaging optimization

These Amazon terms of service tools help reduce manual errors and ensure adherence to current policies.

Consequences of Non-Compliance

Violating Amazon terms and conditions for buyers and sellers can result in:

Temporary messaging restrictions (120 hours to 30 days)
Account suspension or permanent deactivation
Loss of selling privileges across Amazon marketplaces
Revenue loss and customer base damage
Difficulty in account reinstatement

2025 Update: Amazon has implemented a “three-strike” system for messaging violations, with increasingly severe penalties for repeat offenders.

Staying Updated with Policy Changes

Amazon terms of service evolve regularly. To stay informed:

Monitor your Seller Central notifications
Subscribe to Amazon seller news updates
Review policy updates quarterly
Join seller communities and forums
Work with compliance-focused service providers

Conclusion

Navigating Amazon terms of service for buyer-seller messaging requires constant vigilance and adaptation to policy changes. The 2025 updates represent the most significant changes to seller communications policies in years, with Amazon prioritizing customer experience and reducing unsolicited messaging.

By focusing on order-related communications, using approved tools and templates, and maintaining excellent customer service standards, sellers can maintain compliance while building positive customer relationships. Remember that these policies exist to protect both buyers and sellers, creating a trustworthy marketplace environment.

For ongoing compliance support and automated messaging solutions that align with current Amazon ToS requirements, consider implementing specialized customer support platforms that provide built-in policy adherence features.

It’s good practice to regularly review your Amazon messaging to ensure you are remaining compliant with Amazon terms of service. If you have any further queries, get in touch with eDesk’s customer support team for expert guidance on maintaining compliance while optimizing your customer communications.