Amazon gives sellers limited permission to contact customers after an order has been placed. That permission exists for one reason only: to support the customer experience.
When sellers cross that boundary, whether intentionally or not, Amazon takes action. Account health warnings, messaging restrictions, Buy Box suppression, and even account suspension can all stem from improper review requests or non compliant buyer messages.
As automation becomes more common, sellers must be more careful than ever about which third party tools they trust. Not all platforms are built with compliance at their core. Some actually expose sellers to unnecessary risk.
This article explains how Amazon’s rules work, what sellers should look out for, and how Amzigo was built specifically to protect sellers while automating review and feedback growth.
Why Amazon Is Strict About Review And Messaging Compliance
Amazon’s marketplace depends on trust. Buyers must feel confident that reviews are genuine and that sellers are not influencing or manipulating customer opinions.
To protect that trust, Amazon enforces strict policies around:
• Review requests
• Buyer seller messaging
• Marketing communication
• Incentives and promotions
• Message timing and frequency
Any attempt to influence reviews, pressure customers, or misuse buyer contact information is treated seriously. Even accidental violations can lead to penalties.
What Sellers Are Allowed To Do
Amazon allows sellers to request reviews and seller feedback as long as the request is:
• Neutral in wording
• Sent within Amazon’s allowed timeframe
• Free of marketing language
• Free of incentives
• Not asking for a positive review
• Not asking customers to remove or change reviews
The safest and most compliant option Amazon provides is its own Request a Review message. This message is generated and sent by Amazon and includes both a product review request and a seller feedback request.
Where Sellers Get Into Trouble
Many compliance issues happen unintentionally. Sellers often rely on third party tools without fully understanding how those tools operate.
Common risk areas include:
Custom messaging templates
Some platforms allow sellers to write their own messages. Even a single non compliant phrase can trigger a violation. Words like free, refund, discount, happy, satisfied, or positive can all be problematic depending on context.
Multiple messages per order
Sending more than one review request per order is not allowed. Some tools do not enforce this limit properly.
Marketing content inside messages
Including promotions, product links, social media requests, or branding language in review messages violates Amazon policy.
Incentive based language
Any suggestion of compensation, rewards, or future benefits in exchange for a review is strictly prohibited.
Timing violations
Messages sent outside Amazon’s allowed window can flag your account.
Redirecting unhappy customers
Some platforms attempt to filter or redirect unhappy buyers away from Amazon. This is considered review manipulation and can lead to immediate enforcement action.
How Third Party Tools Can Damage Account Health
Not all third party platforms are equal. Some tools prioritise flexibility and marketing power over compliance. That flexibility can become dangerous.
Sellers have reported issues such as:
• Account health warnings tied to buyer seller messaging
• Messaging privileges removed
• Buy Box suppression
• Listings being restricted
• Full account suspension
In many cases, sellers were unaware that the tool they were using was sending non compliant messages on their behalf. Amazon holds the seller responsible regardless of who sent the message.
This is why compliance must be built into the system, not left to chance.
What Sellers Should Look For In A Third Party Platform
Before using any tool to contact customers or request reviews, sellers should ensure the platform:
• Uses Amazon’s official API
• Sends Amazon generated Request a Review messages
• Does not allow custom marketing content
• Limits one request per order
• Sends messages within Amazon’s allowed timeframe
• Supports automatic language translation
• Does not filter customers based on sentiment
• Is built specifically for Amazon policy compliance
If a platform cannot clearly explain how it stays compliant, it is a risk.
Why Amzigo Is Built For Compliance
Amzigo was designed with Amazon compliance as the foundation. Not as an afterthought.
When Amzigo sends a review request, it triggers Amazon’s official Request a Review message. This means:
• The message is written by Amazon
• It is sent by Amazon
• It includes both a product review request and a seller feedback request
• It follows Amazon’s wording and structure exactly
• It is automatically translated into the buyer’s language
• It cannot be edited or manipulated
There is no marketing content, no incentives, no custom language, and no risk of policy violations.
Because Amzigo relies on Amazon’s own messaging system, sellers are protected from accidental non compliance while still benefiting from full automation.
The Dos And Donts Of Review And Messaging Compliance
Do
Request reviews using Amazon’s official Request a Review system
Use automation that follows Amazon’s rules exactly
Send one request per order
Focus on consistency rather than volume
Monitor account health regularly
Do Not
Ask for positive reviews
Offer incentives or compensation
Send marketing messages inside review requests
Filter unhappy customers
Send multiple messages per order
Use tools that allow unrestricted custom messaging
The Cost Of Getting Compliance Wrong
Compliance mistakes are not small mistakes on Amazon.
A single violation can result in:
• Loss of messaging privileges
• Drop in Buy Box eligibility
• Account health warnings
• Listing suppression
• Full account suspension
Recovering from enforcement action is time consuming and stressful. Prevention is always easier than appeal.
Key Takeaway
Amazon sellers must treat review requests and customer messaging with care. While automation is essential for growth, it must never come at the cost of compliance.
Some third party platforms introduce unnecessary risk by allowing non compliant behaviour. Others are built specifically to protect sellers.
Amzigo belongs firmly in the second category. It automates review and feedback requests using Amazon’s own system, ensuring full compliance while helping sellers grow safely and consistently.
If you are going to automate, make sure you automate the right way.
