Overview

Amazon merchants are turning to product inserts as a low‑cost way to reinforce brand identity, encourage repeat purchases, and subtly prompt honest feedback. Recent guidance warns that many sellers still slip into prohibited language or poorly placed cards, which can erode the customer experience and trigger policy violations. Aligning insert design with Amazon’s rules while delivering genuine value can lift conversion rates and safeguard listings.

Key Points

• Policy compliance — Inserts must never request a positive rating or promise compensation for a review; breaching this rule can lead to listing suspension or removal.
• Value‑first messaging — The most effective cards provide a tangible benefit—such as a how‑to guide, a limited‑time discount, or exclusive content—rather than a direct plea for a review.
• Strategic placement — Position the card where the buyer first opens the package, like inside the inner sleeve or attached to the product’s protective wrap, to maximize visibility.
• Brand cohesion — Replicating the packaging’s color palette, logo placement, and tone on the insert reinforces brand recall and builds trust.
• Measurable tracking — Adding a unique promo code, QR code, or short URL enables sellers to attribute repeat orders and traffic directly to the insert.
• Print durability — Using high‑resolution artwork on at least 14‑point cardstock prevents tearing during shipping and ensures the message reaches the customer intact.

How Product Inserts Work

1. Design a compact card — Create a 2 × 3‑inch card that highlights a single, clear offer, such as “Enjoy 10 % off your next order with code THANKS10”; for example, a seller of silicone baking mats prints a bright card advertising a free recipe ebook download.
2. Embed brand assets — Incorporate the company logo, signature colors, and a concise tagline to keep visual consistency with the outer packaging; a fitness‑equipment brand places its “Train Hard” emblem at the top of the card, mirroring the matte black box design.