Afraid of being banned?Explain the correct posture to use the Amazon product card in 2022
Typically, an Amazon Product Card is a printed marketing material that Amazon sellers include in their packages that provide contact information, thank you messages, social links, or a request for reviews. Product cards are a great way for Amazon sellers to interact with customers even after they ship. But since last year, the news of a large number of sellers being banned for placing small cards in Amazon's product packaging is still fresh in the memory of all sellers in the industry. Does Amazon allow sellers to use small cards? Or are small cards allowed but with special requirements? This article will discuss this in detail.
1. What are the benefits of the Amazon Product Card?
Placing small Amazon product cards in an order package is also not a very easy task, you need to create design content layouts and print them, which will cost you time and money. However, the effort is worth it, and adding product cards to your Amazon package has the following benefits:
1. Improve brand reputation – When customers are satisfied with their purchase and the little information that comes with it, it can improve their perception of brand reputation.
2. Increase brand awareness – You can also increase brand awareness by adding details about your brand.
3. Cultivate customer loyalty – Product cards are a way to provide customer service and at the same time strengthen the relationship with the customer, which can lead to increased customer loyalty in the long run.
4. Promote other products – Your product card can also be used to reiterate the value of your product or to promote other products from your Amazon storefront that other customers may not know about.
5. Ask for Reviews and Reviews – The Amazon Product Card is a straightforward way to ask for reviews and reviews. However, use your wording carefully. The following section will outline Amazon's small card policy and what you need to know about soliciting reviews and reviews.
2. What is Amazon's product card policy?
Figure 1
Amazon's policies have strict restrictions on what you can do and how you can do it. While the benefits listed above are clear, violating Amazon's policy on Product Cards can be devastating. Here are Amazon's Product Cards policy requirements:
1. You can’t instruct people to contact you for leaving negative reviews
Amazon seeks honest reviews when possible. If the customer service experience is poor, customer reviews should reflect that. Asking customers to contact you with any questions may seem harmless, but it can affect proper product reviews and cause customers to potentially receive refunds or other incentives outside of the standard process.
2. You can’t use emotional manipulation to request comments
Asking for specific product reviews is obviously not an option, and Amazon also doesn't allow the use of manipulated emotions to request any reviews. For example, you can describe a story about how you became a household brand, but you still can’t lead customers to a review by describing something emotional.
3. You can’t offer rewards for comments
Amazon makes it clear that you cannot offer any level of incentives for reviews. These incentives include:
1. Another free product
2. Their next order is free
3. Discount
4. Gift Cards
5. Cash
4. You can’t suggest moving your business from Amazon
You might be tempted to take your customer's business to another e-commerce platform with your Amazon product card. However, Amazon considers this a big no-no. Such violations will result in your account being suspended. Directing them to any other platform is against Amazon's Product Card Policy.
5. Don’t speak ill of your competitors
Don't use your product card content to convey bad information about your competition. Your competitors are also selling on Amazon, and Amazon wants to make sure you make money on your own merits alone. Talking bad about competition is considered manipulative language. Amazon's Code of Conduct details everything you can and cannot do as a seller. Therefore, it is important to familiarize yourself with the contents of any product cardlets before considering them.
6. Do not ask for contact information
Amazon prohibits you from "overcommunicating" on their platform. That means no harassing review emails, no emails to notify customers of new products if they don't follow your brand. You might think you can request contact information to fix this, but you'd be wrong. Amazon considers sending another email to cut off Amazon's communication as poor customer service.
7. You can’t ask for positive reviews
While you can request reviews, you cannot require those reviews to be positive, and Amazon requires sellers to leave unbiased reviews in accordance with the wishes of the customers themselves.
Figure 2
3. How should I request a review for my Amazon product card?
In fact, Amazon allows product small cards. The biggest mistake, however, is forgetting to limit content to only asking for reviews, and sellers often mistake it for the overuse of product cards. Check out these tips to make sure you don't make the same mistake with these product cards.
Tip 1: Don't include a review request in the coupon
Many sellers think they can put review requests and coupons on separate pages of the same foldout card. They may think their discount code is different from the review request. Amazon, however, is unlikely to share this view. When you include both in the same box, Amazon usually assumes one is used for the other. Customers may also see the same situation, creating a problem that customers think you are motivating reviews. To avoid this, be sure to put review requests and coupons on separate cards.
Tip 2: Be sure to include a comment request in the description
Getting negative reviews sometimes comes from customers not understanding the product and not knowing how to use the product can lead to a bad experience. Product cards give you the opportunity to explain. You should write these instructions as you would for elementary school students. The fewer questions customers have about your product, the better the reviews will be. Including a description request with a review also complies with Amazon's small card policy. With an understanding of how to use the product and further instructions on how to leave a review, neither Amazon nor customers will think you are being aggressive.
Tip Three: Avoid " If" Statements
" if" statements are generally against Amazon's small card policy. For example, " If you like our products, we would appreciate it! " This kind of wording discourages negative reviews, and manipulative language leading to more positive reviews is not allowed. Instead, replace it with "We hope you like our product. Please share your experience and let us know what you think." is a smart and effective way.
Tip 4: Present the review request to the customer in a step-by-step manner
The content of the small card can be a step-by-step instruction to leave a review, for example:
1. Go to the "Orders" page of your Amazon account
2. Click the "Write a Review" button
3. Give us your honest review
It's okay to provide instructions for writing a review as well as instructions for using your product. Be sure to avoid statements that encourage positive reviews. Everything has to be done with care, so using the term "honest reviews" is perfectly applicable in compliance with Amazon's policy.
4. Best Suggestions for Using Amazon Product Cards
Focus on core purpose
The first step in choosing the right product card is to focus on, what is your purpose?
1. Do you want more product reviews?
2. Are you recommending more products?
3. Are you trying to resolve product usage issues?
No matter what problems your customers have with your product, you can use the product card to solve those problems. For example, if you have frequently asked questions in the Q&A of product listings , you can answer the questions in the small card to improve the customer experience.
Create something creative and engaging
Product cards with descriptions are great, but creating creative and engaging content requires you to not limit these cards to descriptions, such as social media content. But simply saying "follow our social media accounts" is too hard. Instead, consider another, more engaging way to ask for social media attention, making sure it aligns with your brand presence, so consider what your customers want to hear and how to incorporate your brand presence.
List service guarantees and warranty information
A good way to confirm the value of your product is to pre-list service guarantees and warranty information. This information is a powerful affirmation of the quality of your services and products. It also reminds people that you understand that the product may not be right for them. As a reminder, this warranty information cannot be associated with anything else, let alone list information such as positive reviews to extend the warranty period. Also, don't over-promise any service you can't meet, or it will backfire.
Come with gifts (but not to motivate them to give positive reviews)
Gifts such as extra replacement pieces are great, and surprise your customers by combining bonus gifts with small cards in a unique way. Branded items like stickers, lanyards, or buttons can also be sent. However, don't suggest that these gifts are exchanged for anything from the customer, and if you're giving a gift, be sure to show that it's not associated with anything.
Include QR code
QR code is a must for product card. QR codes allow people to link directly to any information you want to present to consumers. But also keep in mind that the basic code of conduct still applies including QR codes. That means no incentivized reviews, no URLs , no incentives to buy from channels other than Amazon, and no aggressive sales tactics. However, it is possible to provide links to review pages, coupon codes or social media pages.
5. What can I put on my Amazon Product Card?
There is some speculation about Amazon's rules as they apply to fulfillment by Amazon FBA sellers versus non- FBA sellers. Sellers who handle the delivery of their orders themselves may feel that the rules for small cards do not apply to them.
However, since these product cardlet rules come from Amazon's Code of Conduct, the rules apply to all sellers. While it may seem easier for self-fulfillment to hide this information, trying to circumvent Amazon’s rules is still very risky, and once discovered or a customer complains to Amazon, devastating results are inevitable.
6. What should I avoid on my Amazon product card?
In addition to obvious policy violations, you should avoid putting many things on your small cards, such as:
complex information
The most effective product cards have a simple design to request anything from using coupon codes to requesting seller reviews. However, some companies like to include complex jargon or complex and verbose information. Most clients throw these out because they don't want to read a ridiculous set of instructions or company jargon.
expensive card
People who sell quality products on Amazon see it as an opportunity to showcase their success. However, it is pointless to remind people of your success with fancy paper and fancy business cards, fancy paper will not help you to produce the desired effect, it is better to focus on the customer's needs so that they can really get an impression of the information on the card profound.
Extended Warranty
Even in some of the big deals on Amazon, it's common to see card information extended warranty in exchange for a review. As mentioned earlier, Amazon would consider this a violation of its policies. It would be a mistake to think that an extended warranty is not an incentive. If you have a product warranty, no matter what review you receive, you must include it.
your contact information
Amazon's policy prevents you from encouraging people to contact you directly because Amazon will handle the issue on your behalf. Even disregarding policy issues, including personal contact information can lead to a lot of malicious questions, from prank calls to asking for extra rewards or giving you a one-star review.
emergency declaration
Amazon generally discourages you from putting pressure on customers. While this is a great way to convince customers in many cases, it can also lead to a bad customer experience. Amazon policies dictate various requirements that boil down to a great customer experience. Instead of saying " buy it now or you might miss out, " Amazon wants you to focus on the quality of your product. While there's nothing definitively against a product card with a sense of urgency, honestly, Amazon can use its own judgment to assess whether the information on the card is appropriate.
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