The Do’s and Don’t’s of Amazon Product Inserts
Receiving an insert with a product that you’ve bought from Amazon has long been a marketing tool used by Sellers to enhance sales.
But does the tactic work, and are there rules that you should follow to maximise the potential of adding an Amazon Product Insert?
Craig Gedey, the managing partner of Thompson and Holt, believes there are definite benefits from using the approach but certain pitfalls that you should also avoid.
Gedey explained: “A well-designed Amazon Product Insert is undoubtedly an effective strategy to increase the length of time you can potentially engage with your consumer.
“Am Amazon Product Insert can help build customer loyalty, showcase additional products on your listings and improve your brand recognition and reputation. They also have the ability to reduce returns, garner reviews and feedback and can present any guarantees and warranties in an appealing way.
“Probably the key benefit here is the review and feedback options, which can be very beneficial but which need handling carefully. Below are five key Do’s and Don’t’s from Thompson and Holt to consider when adding an Amazon Product Insert.”
• Use pressure-free statements like “We hope that you enjoyed our product. We would love it if you were able to leave us a review about your buying experience.”
• Make the design of your Amazon Product Insert bright and appealing, with positive language in the text.
• Provide further information about how the customer can use and benefit from your product.
• Include a bonus gift which can included branded stickers, magnets or pens, or a sample-size of a new product.
• Include a QR code that can direct the customer to your review page.
• Provide any kind of incentive for leaving a review. This could lead to a suspension, which Thompson and Holt can deal with.
• Ask for a positive review - this is against Amazon’s review policies and again can lead to suspension.
• Ask for any contact information from the customer.
• Try and cajole your customer into making further purchases from Amazon.
• Offer an extended warranty in return for leaving a review.
Thompson and Holt’s Craig Gedey added: “Adding an Amazon Product Insert is a fine balance between being really beneficial to your account, and putting yourself in jeopardy of suspension or even permanent de-listing of a product. If you can get that right, using them can definitely help your account.
“At Thompson and Holt we would always encourage Sellers to equip themselves with as much information as possible on Amazon’s policies, and you can read the ones that relate to customer product reviews here, which will help before designing any Product Inserts: https://sellercentral.amazon.com/gp/help/external/YRKB5RU3FS5TURN.”
If you have found yourself suspended while selling on Amazon, contact Thompson and Holt for a free LiveChat to get your Seller business back online as quickly as possible.