How Buyer-Seller Messaging Works
Amazon provides a messaging system that allows sellers to communicate with buyers while protecting both parties' personal information. Messages are routed through Amazon's system using encrypted email addresses. Both buyers and sellers see a marketplace-generated email rather than the other party's actual address. This system exists for order-related communication and has strict rules about what you can and cannot say.
What You Are Allowed to Message About
Permitted messages relate directly to completing an order: delivery information, product customisation requests, scheduling appointments, or resolving order issues. You can respond to buyer questions. You can send necessary product information like setup instructions or warranty registration details. You can request feedback through Amazon's official Request a Review mechanism.
What You Cannot Message About
Amazon prohibits: marketing messages, promotions, links to external websites, requests to leave positive reviews, offering incentives for reviews, asking buyers to change or remove reviews, multiple messages about the same topic, messages after the buyer has opted out, and messages unrelated to the specific order. Violations of messaging policy result in messaging suspension or account-level warnings.
Responding to Buyer Questions
When buyers message you with questions, respond within 24 hours. Quick, helpful responses improve your customer service metrics. Answer the question directly and completely. If the question relates to a product issue, offer a solution before the buyer escalates to Amazon customer service. Professional, prompt communication prevents many negative reviews and A-to-Z claims.
Proactive Messaging Best Practices
If your product requires specific information upon delivery — assembly tips, safety warnings, or usage guidance — a single proactive message is appropriate. Keep it short, relevant, and focused on helping the buyer use the product successfully. Do not include marketing language, upselling, or any content that could be interpreted as promotional. The message should genuinely serve the buyer's interests.
Handling Unhappy Buyers
When a buyer messages with a complaint, respond calmly and solution-focused. Acknowledge their frustration, offer a practical resolution (refund, replacement, or usage guidance), and avoid being defensive. Many negative reviews are prevented by sellers who respond helpfully before the buyer reaches the point of leaving feedback. A good response can turn a potential one-star review into a loyal customer.
Monitoring and Metrics
Amazon tracks your message response time and response rate. Aim to respond to all buyer messages within 24 hours. High response rates and fast response times contribute to your overall seller performance metrics. Set up mobile notifications for buyer messages so you can respond promptly even when away from your computer. Consistent communication builds a reputation for reliability with both buyers and Amazon's algorithms.