Overview

Amazon is launching a case‑based messaging system that will split buyer‑seller conversations into separate, order‑specific cases rather than keeping all messages in a single, ever‑growing thread. The feature will be offered to sellers on an opt‑in basis over the next several months, and it is designed to keep inboxes tidy while preserving full visibility of past interactions.

Key Points

• Case‑Based Grouping — Each conversation is automatically placed in its own case linked to a particular order and subject, so a buyer who contacts you about a delayed shipment for order #112‑3344556‑778899 will see that exchange isolated from any unrelated queries.
• Case Resolution — Sellers can click “Resolve” once the issue is settled, which archives the case but still leaves it searchable for future reference, such as when handling an A‑to‑Z claim.
• Automatic New Cases — After a case is marked resolved, any new message from the same buyer about the same order starts a fresh case, preventing the old thread from reopening and mixing new concerns with old ones.
• Resolved Case History — Resolved cases stay visible in the Messages inbox, allowing sellers to pull up the full exchange during performance reviews or dispute investigations without digging through external spreadsheets.
• Opt‑In with Opt‑Out — A banner will appear in Seller Central when the feature becomes available; sellers can enable case‑based messaging with one click and can revert to the classic single‑thread view at any time by opting out.
• Team Collaboration — Because each case is self‑contained, teams can assign specific cases to individual agents or departments without losing context, streamlining internal hand‑offs and reducing duplicate effort.

How Case‑Based Messaging Works

1. Message Arrival — When a buyer sends a question about order #223‑4455667‑889900, Amazon automatically creates a new case titled “Order #223‑4455667‑889900 – Shipping Inquiry” and places the message inside it.
2. Agent Response — The seller replies within that case; all follow‑up messages from the buyer stay in the same case until the issue is fully addressed.