June 3, 2025

Amazon has recently updated its Buyer-Seller Messaging system, introducing stricter rules to protect buyer communication preferences and ensure the platform is used for order-related communication only. This update, which takes effect immediately, aims to improve transparency and reduce the misuse of the messaging system for marketing purposes. For sellers, these changes mean a more streamlined, compliant way to engage with customers, but it also requires some important adjustments to how you communicate through Amazon’s platform. What’s Changing in Buyer-Seller Messaging? Amazon has removed the ability for sellers to add “[Important]” to message subject lines or override buyer opt-out preferences for non-critical communications. Here’s what you need to know: Order-Related Communication Only Sellers can still send critical messages related to order completion or customer service, but the messaging system can no longer be used for promotional or marketing messages. Message Templates for Easy Compliance Amazon encourages the use of message templates. These pre-built templates automatically include order IDs, translate messages into the buyer’s preferred language, and flag messages as [Important] when necessary. On-Time Delivery Rate (OTDR) Protection If you’re using the correct shipping labels marked as “OTDR Protected,” you’ll be protected from any penalties related to late deliveries that are outside of your control, provided you ship on time. No More Overriding Opt-Out Preferences If a buyer has opted out of receiving messages, you can’t override that preference unless the message is crucial for completing the order. How Does This Impact Sellers? Better Communication Control This change is designed to ensure that you’re using the Buyer-Seller Messaging tool only for relevant, order-specific communication, not for marketing purposes. This limits spam-like messages and improves the customer experience. Easier Management with Message Templates With Amazon now recommending the use of templates, sellers can easily comply with the new rules. These templates are designed to be automated, so you can focus on running your business, not worrying about formatting each individual message. Improved Customer Experience By eliminating promotional messages, buyers can feel more confident that communications will only be about the status of their order or any customer service inquiries. This helps build trust with your customers and may lead to higher satisfaction. Who Should Be Paying Attention? Current Sellers Using Buyer-Seller Messaging for Marketing If you’ve been using the messaging tool to send marketing emails or promotional offers, you’ll need to shift your strategy. Amazon is strictly enforcing its rules, and violating these can result in penalties or account health issues. New Sellers and Those Not Using Templates If you’re new to Amazon or haven’t been using message templates, now is the time to get familiar with them. They’ll ensure you remain compliant and streamline your messaging process. Sellers with a Large Volume of Orders If you’re a high-volume seller, automating messaging using templates will save you time and help ensure compliance at scale. How BigInternetEcommerce.com Helps You Navigate the Changes Messaging Compliance Audits • We can assess your current messaging practices to ensure they’re aligned with Amazon’s updated rules. • We’ll provide recommendations for optimizing your messaging strategy to stay compliant. Message Template Setup • We assist in setting up message templates to automate order-related communication and minimize manual effort. • We guide you in integrating templates into your daily workflow, so you’re always ready to comply. Shipping & OTDR Protection Setup • We help configure OTDR protection for shipments and guide you in using the correct shipping labels to prevent late delivery penalties. Amazon’s update to the Buyer-Seller Messaging tool is part of a broader effort to improve customer experience and reduce spammy or irrelevant messaging. For sellers, this means you must be more mindful about how you use the messaging platform and ensure that all communication is relevant and compliant. If you want to ensure your messaging strategy is up-to-date and optimized, now is the time to make adjustments before the new rules impact your account. Want help adjusting to these changes and ensuring your messaging stays compliant? Contact Big Internet Ecommerce today for a free messaging strategy call and stay ahead of Amazon’s latest policy updates. Follow BIE on Instagram & Linkedin to stay updated with the trends.