Customers have always had mixed feelings about Amazon product inserts. Although some sellers swear by them, others think they’re useless. Good implementation can turn them into a useful marketing tool.
The Amazon website has long listed what you can’t do, but it doesn’t always say exactly what you can do, so you have to figure out what it means for you. Many Amazon FBA sellers take advantage of the policy because it’s easier to implement if it’s reported.
Still, if you want to keep being able to sell, it’s best to follow the rules and wait for Amazon to respond to this soon. Meanwhile, we’ll talk about what Amazon product inserts are, how they work, what you should and shouldn’t do, and how to make good product inserts.
What Are Amazon Product Inserts?
Products sold on Amazon FBA come with small written marketing materials called “product inserts.” You can put information about the product, assembly instructions, ads for other Amazon goods, honestly written product reviews, or just a thank-you note in the packaging inserts.
Making personal connections with your customers through product inserts is a great way to raise brand recognition and keep them loyal.
Examples include:
- Suppose you sell a premium yoga mat on Amazon. Your product insert could include a sleek, laminated card featuring a detailed guide on advanced yoga poses that can be performed using the mat. The guide might come with QR codes that link to video tutorials demonstrating these poses and their benefits.
Additionally, the insert could provide an exclusive invitation to join a virtual yoga class hosted by a renowned instructor, creating an opportunity for customers to deepen their practice and connect with your brand. You might also include a survey link where customers can provide feedback on their experience with the mat and suggest new features they would like to see.
- Imagine you are selling artisanal coffee blends on Amazon FBA. Your product insert could be a beautifully designed card that tells the story of how your coffee is sourced, roasted, and prepared. It includes engaging visuals and highlights your commitment to ethical sourcing and sustainability.
At the bottom of the card, you can include a loyalty card that customers can use to collect points with each purchase. Once they accumulate enough points, they can redeem them for a free coffee sample or a discount on their next order. The insert might also feature a link to your brand’s blog where customers can find coffee brewing tips, recipes, and stories behind your blends.
Adding Product Inserts To Packaging
Putting inserts inside your box is also very easy. We’ll talk about how to make a design later. Once you have the design, download the file and send it to your provider. They will print it and put it in your product packaging. Don’t forget to tell your supplier to put an insert in every box.
Use a print service to make and ship your product inserts if you handle orders yourself. Put an inner card in the package before you send out the orders.
Benefits of Amazon Product Inserts
Do you think Amazon product inserts are worth the work? That’s really up to you and the money you have, but it can be hard to ignore how well they sell themselves. You can also provide great customer service, and you can talk to buyers directly, which doesn’t happen very often.
Not only that but product pieces may also be applied to:
- For reviews and comments,
- Make people buy again
- You can use your Amazon store to promote other items.
- Send important details about warranties and customer service
There are strict rules about selling on Amazon FBA, especially when it comes to reviews, and the language used in inserts often goes against those rules. It will be easier to understand the most common Amazon insert card policy violations after looking at the cases below, so let’s get started!
Issue #1: Requesting Positive Reviews
Your Amazon product insert can ask for a review, but it needs to be expressed in a way that is fair to all kinds of replies. Amazon does not allow buyers to be directly asked for good reviews. As this trend has grown over the past few years, Amazon sent out this message to remember people:
Customer reviews help people decide what to buy and can also give you great ideas for how to make your goods better. Reviews from real customers help new customers find your goods and decide if they want to buy them.
As a reminder, Amazon does not allow box inserts or product packaging that tell customers to leave a good review, even if they are not offered a reward for doing so. Also, telling people to contact you instead of writing a bad review on Amazon is against the law.
It is not at all okay to pick and choose people to get good reviews. If you want to follow the rules, don’t use trigger words like “happy,” “satisfied,” “5 stars” (including the picture), and “positive.” Also, don’t ask people to contact you directly instead of leaving a bad review.
This was once a suggested “hack” (always be wary of those), but now that Amazon has made it public, you can expect a quick—and possibly harsh—response.
Issue #2: Moving Transactions Away from Amazon
You might want to try to take your Amazon traffic to other sites where you sell things if you do that. Amazon, on the other hand, really wants its users and their purchases to stay on its site. In turn, this means you can’t tell people to buy from your website or any other eCommerce outlet.
You aren’t allowed to try to get around Amazon’s sales process or send Amazon customers to a different website. In other words, you can’t give users links or messages that tell them to go to a different website or finish a transaction there.
As an Amazon FBA seller, you should always try to get people from other sites to visit your Amazon store instead of the other way around.
Issue #3: Giving Rewards For Reviews
Amazon does everything possible to make sure that reviews, scores, and feedback are real, and they won’t stand for anyone trying to change them. There is a rule in the Product Review Policy that says you can’t put a request for a good review or an incentive for a review in the packaging or shipping box of your product. Also, the Seller Code of Conduct talks about the problem:
You can’t try to change or fake customer scores, feedback, or reviews. You can politely ask your customers for feedback and reviews, but you can’t:
Pay someone or give them something of value, like coupons or free stuff, in return for feedback or reviews that you take down.
- Customers should only write good reviews, or they should be asked to take down or change a review.
- Ask only people who had a good experience to leave reviews.
- Look over your goods or those of your competitors.
This brings us to using deals and promo codes. Many people like these, but there are three things you should keep in mind that, at the time of this writing, seem to be fine with Amazon:
- Every code has to be unique to your Amazon shop.
- If someone writes a review, don’t give them a deal.
- It is not okay to offer a deal on the same insert while also asking for a review.
How Best To Use Amazon Product Inserts
Let’s go over some dos and don’ts for your product inserts now that you know Amazon’s rules about them.
Do’s:
- Do say “thank you” in the Amazon product inserts. Of course, it goes without saying, but thanking a customer a lot goes a long way.
- DO add the directions. When you sell something that takes a little more work to use, make sure that the directions are simple and easy to read.
- DO include details about the warranty or promise. If your product comes with a guarantee, tell your customers how to make a claim.
- Ask for a review in a polite way. In your request for a review, be fair, and let your customers know that they can write an Amazon review for any event, good or bad.
- • DO tell people who are buying to get in touch. Social media and product inserts let people follow your business and sign up for your email. Adding a QR code can help buyers out.
Don’ts:
- DO NOT use unethical language to try to get reviews.
- DON’T choose which people to ask for reviews. Asking people on your insert, “If you liked this product, please write a review about it,” is NOT okay. Saying something like, “If you’re unhappy with your purchase, please contact us before leaving a review” is banned. This type of insert writing is like cherry-picking for Amazon, which is against the community’s rules for the product review service.
- DON’T give prizes for reviews. Anytime Amazon changes its rules, be very careful about what you put in your boxes. We suggest keeping it simple: thank the customer for buying and ask them to write a report about their experience.
Read More: What Are the Key Steps to Starting a Successful Amazon Business?
Insert Design: What Works Best?
Before you print (or maybe redo) your Amazon product inserts, take a moment to think about the two main goals that drive almost all of Amazon’s rules: 1) to make sure that product reviews are honest, and 2) to keep the customer experience safe. Is the way your insert is made out of either of these things at risk? Change things right now if that’s the case. Here are some more tips:
Use A Targeted Method
It’s good to have more than one goal, but right now it’s best to pick one and go for it. Do you want people to buy from you again? Need some more reviews? Make your piece fit the bill. You can keep them the same everywhere, but a more targeted method might work better.
Make it Memorable
With inserts, you can build brand loyalty and get more people involved. You should also be creative! It’s not necessary to write a book, so keep your messages short, interesting, and easy to read. Customers need to be reminded of why they got your product and what issue it repairs.
It would be helpful if you shared more uses, tips, and detailed directions on how to use or put something together if someone needed more help. Offering great customer service and extra benefits can reduce bad reviews and boost return purchases. Another simple but often overlooked step: please reread and spellcheck!
Make It Real
Most of the time, your box insert won’t be the magic bullet that instantly doubles the number of sales or reviews. When paired with a high-quality product, a good insert can help, but you shouldn’t think that every insert will do what you want it to do. That’s not possible in real life.
Once more, we know that the rules about product inserts aren’t very clear and can be read in different ways. It’s possible that what works for one seller (or a big name) could hurt you. Amazon FBA sellers also have to deal with extra problems when it comes to packing.
Even more confusing is the fact that Amazon often changes the rules with little or no notice. We always say that you should look over the program’s rules often and be ready to make changes on the spot.
Trends in Amazon Product Inserts for 2024
Integration of QR Codes and AR
The integration of QR codes and augmented reality (AR) is becoming increasingly popular in product inserts. QR codes can direct customers to exclusive content, tutorials, or special offers, while AR technology can create interactive experiences that enhance engagement.
Example
A fitness equipment company includes a product insert with a QR code that, when scanned, launches an AR experience demonstrating how to use the equipment. This interactive approach not only helps customers get the most out of their purchase but also adds a fun and innovative element to the unboxing experience.
Eco-Friendly Materials
With growing consumer awareness of environmental issues, there is a strong shift towards using eco-friendly materials for product inserts. Sustainable materials such as recycled paper, biodegradable plastics, and plant-based inks are becoming standard as companies strive to reduce their carbon footprint.
Example
A coffee brand opts for biodegradable inserts made from recycled coffee grounds and vegetable-based inks. The insert not only provides brewing tips and a discount code but also highlights the company’s commitment to sustainability.
Interactive and Gamified Inserts
Gamification is making its way into product inserts as sellers seek to create more engaging and memorable experiences. Interactive inserts that feature puzzles, quizzes, or contests can capture customer attention and encourage them to interact with the brand.
Example
A toy manufacturer includes an insert with a fun, interactive game where customers can solve riddles or complete challenges related to the toy. Participants can enter their answers on the brand’s website for a chance to win additional products or discounts.
Subscription and Loyalty Program Promotion
Product inserts are increasingly used to promote subscription services and loyalty programs. By including information about exclusive membership benefits, discounts, or rewards, Amazon FBA sellers can encourage customers to join and stay engaged with their brand.
Example
A health supplement brand includes an insert offering a special discount for signing up for a subscription service that delivers products regularly. The insert also highlights the benefits of the loyalty program, such as early access to new products and special promotions.
Read More: E-Commerce in 2024: Maximizing Sales with an Amazon Storefront
Educational Content and How-To Guides
Educational content is a growing trend in product inserts. Amazon FBA Sellers are including detailed how-to guides, tips, and tricks to help customers use their products effectively. This approach not only adds value but also enhances the overall customer experience.
Example
A kitchen appliance company includes a comprehensive guide in their product inserts with recipes, cooking tips, and maintenance instructions for their new blender. The guide helps customers get the most out of their purchase and encourages them to explore new uses for the appliance.
Conclusion
As per Amazon’s rules, you can make the most of this marketing tool by making inserts that are both useful and interesting. This will help you connect with your customers, build brand loyalty, and make more sales.
Amazon Product Inserts FAQ
Would our product insert and packaging include our website? Can our site connect to video instructions?
It looks like having your website address on your packaging is usually fine (at least for now). Although not directly linked to sales, some Amazon FBA sellers will include links to product videos or help pages. For safety’s sake, you probably don’t need to put any URLs on your insert. Your product page can easily have video directions.
How does Amazon determine if a product insert has a business URL?
That does not make sense, especially since the item is also sold in shops. We know how frustrating this is for you! But there is a good chance that Amazon-savvy buyers or even other sellers will report it. You can make your choice, but keep asking yourself if the chance is worth it.
Can you package a flier with your website or other promotions?
When you list your website or social media links, be very careful. The policy makes it sound like you can’t use an outside URL. If you decide to add these, pay close attention to your wording, especially the call to action. You might want to link to your Amazon shop only. Deals should only be available on your Amazon goods.
Could I add my phone number or email address?
Amazon would like everything to stay on Amazon. So, do Amazon FBA sellers do this? All the time. Again, it’s better to only tell people how to contact you on Amazon. If you do this, though, make sure your contact information is service-oriented.
Read More: How to Compete Against Big Brands on Amazon
