Product inserts are small cards or leaflets included inside your product packaging. Done right, they build brand loyalty and encourage repeat purchases. Done wrong, they can get your Amazon account suspended. The line between acceptable and prohibited is clearer than most sellers think, but many still cross it without realising.
What You Can Include
You are allowed to include your brand name and logo, instructions for using the product, warranty information, your website URL, social media handles, and a general thank you message. You can also include a QR code linking to your website or social media. These are all perfectly fine and Amazon has no issue with them.
You can encourage customers to leave a review by saying something like "We'd love to hear your feedback — please leave a review on Amazon." That is a neutral, compliant request that does not try to influence the content or star rating of the review.
What Will Get You in Trouble
You cannot ask specifically for a positive review. Phrases like "If you love this product, please leave a 5-star review" or "Leave a positive review to receive a free gift" violate Amazon's Terms of Service. You cannot offer discounts, freebies, or any incentive in exchange for reviews. You cannot ask customers to contact you before leaving a negative review — this is considered review manipulation.
You also cannot direct customers to purchase from your own website instead of Amazon, or include language that disparages other sellers or products. And you should not include any pricing information, as prices change and outdated pricing causes confusion.
Designing an Effective Insert
Keep it simple and professional. A card the size of a business card or postcard works well. Include your brand logo, a brief thank you, product care instructions if relevant, your website and social media, and a gentle review request. Use quality card stock — a flimsy, poorly printed insert does more harm than good.
The real value of a product insert is building a direct relationship with customers outside of Amazon. If you can get them to follow your social media or sign up for your email list through your website, you have a marketing channel that does not depend on Amazon. That is the strategic goal of every insert.
Getting Inserts Into Your Products
If you are a private label seller, your manufacturer can include inserts during production. If you are using a prep centre, ask whether they offer insert services — at Precision, we can include product inserts as part of the prep process. It adds a small cost per unit but gives your products a professional touch that sets them apart from competitors who ship bare units.