Overview

Amazon allows sellers to place printed inserts inside a product’s packaging, but the material must follow Amazon’s communication policies. Violating those rules can lead to warnings or account suspension, so sellers need a clear understanding of what is permissible. This guide outlines the dos and don’ts, explains how inserts are treated under Amazon’s policies, and provides concrete steps to stay compliant while still encouraging post‑purchase engagement.

Key Points

• Allowed content — Inserts may share brand story, usage instructions, or a neutral request for feedback that does not mention Amazon, the “Buy Box,” or any specific rating.
• Prohibited content — Directly asking for a positive rating, offering coupons, discounts, or any incentive in exchange for a review, and linking to external marketplaces all breach Amazon’s rules.
• Policy scope — Amazon’s Product Review Policy applies to any printed material that reaches the buyer, meaning inserts are subject to the same standards as email or messaging.
• Best‑practice example — A kitchen‑tool seller prints a QR code that links to a video showing how to use the gadget, without requesting a review or mentioning Amazon.
• Risk illustration — A seller who printed “Leave a 5‑star review on Amazon for a 10 % discount” received a policy violation notice and later faced a temporary suspension.

How Product Inserts Work

1. Design and print — The seller creates a compact card, flyer, or booklet that fits inside the product box. Example: A cosmetics brand designs a 4 × 6 inch card featuring its logo, a short brand story, and a QR code that leads to a makeup‑application tutorial.
2. Insert placement — The printed material is placed in the package during the fulfillment process, either at the seller’s own prep center or through Amazon’s FBA prep service. Example: An electronics vendor ships a “Thank you for your purchase” card with every unit via an Amazon‑approved prep center, ensuring the card is inside the sealed box.